2016 Amazon Virtual Summit: CPC Strategy

The 2016 Amazon Virtual

Summit

Event Layout

Day 1

How to Gain Visibility, Discoverability & Tracking on New Product Launches

Day 2

Scaling Amazon PPC: How to Apply Innovative Best Practices to Your Sponsored Products Campaigns

Day 3

Winning Pricing Strategies For Private Label Sellers

Logistics

• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent Next Week

• More Resources In the Handouts Section to the

Right

• Poll Questions Throughout Presentation

TODAY’S SPEAKERS

Jeff ColemanDirector of Account ManagementCPC Strategy

Pat PetrielloHead of Marketplace StrategyCPC Strategy

Day 4: Live Panel Q&A

Director of Business Development Amazon Seller & Blogger of $25k Challenge

Customer Success Manager

Director of Account Management Head of Marketplace Strategy

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•300+ Active Retail Clients

•Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

Facebook Group:Amazon Sales Acceleration

Mastermind

Ask to Join Group

Facebook.com/groups/AmazonSalesMastermind

Upcoming CPC Strategy Events

March 23rd 11am-12pm (PST) March 28th- 29th 10am-10:30am (PST)

Register: Link in Chat Box Register: Link in Chat Box

Scaling Amazon PPC: How to Apply Innovative Best

Practices to Your Sponsored Products Campaigns

HOW PROFESSIONAL SELLERS SHOULD BE LEVERAGING SPONSORED PRODUCTS

Pat PetrielloSenior Marketplace Strategist

Former member of Amazon Seller Services Team Former professional seller on Amazon.co.uk, eBay, Buy.com Lead architect for CPC Strategy’s Amazon Sales Acceleration Program Engineered & directed million dollar revenue stream on Amazon

Jeff ColemanDirector of Account Management

7+ years experience in retail search space Oversees the Structured Data Department at CPC Strategy Oversees the CPC Training Program Founded CPC University

(An advanced program dedicated to the education of retail search strategies)

Overview

• Sponsored Products Placements on Desktop & Mobile

• Organic Rank Factors & Role of Sponsored Products

• Demand Generation vs. Demand Capture

• ROI vs. Rank-Driven Campaigns

• Keyword Harvesting & Keyword Research

• The Power of Long-Tail

• Targeting Complementary Items

Poll For The Audience…Which describes you best?

A. Third Party Reseller

B. Third Party Brand Manufacturer

C. Vendor to Amazon (Access to Vendor Premium Services)

D. Not currently selling on Amazon

www.CPCStrategy.com | 619.501.6138 | [email protected]

Sponsored Products Placements - SERP


Sponsored Products Placements - SERP


CPC Strategy’s Approach to Success on the Marketplace


External Keys to Success – Demand Capture vs. Demand Generation

What does Amazon do well? …. Demand Capture

Best converting site on the internet

Most loyal customers in the world


External Keys to Success – Demand Capture vs. Demand Generation

What Is It Not?

X A social platform to engage with new / existing customers

X A video platform to showcase your productX A social influencer with social equity in your spaceX A drip marketing platform to engage with customers


Sponsored Products Strategy

What Role Does Sponsored Products Play In A Seller’s Overall Marketplace Strategy?

Acceleration program for newer or low-exposure ASINs Discoverability lever for your top Buy Box offers Incremental revenue driver


Setting Goals – Direct ROI vs. Visibility

ROI-Focused Campaigns• Every $ spent needs to bring $X

back in revenue• Lower volume, but higher ROI• Focus: long-tail keywords• Primary KPI: ACOS

Ranking-Focused Campaigns• Goal of the campaign is to maximize

sales velocity• Higher volume, but lower ROI• Focus: popular keywords• Primary KPI: Organic Ranking

Why are these competing goals? Let’s use an example for Keyword “XYZ”• Bid level: $1• ACOS: 100%• Monthly spend: $1,000• What do I do?


ROI-Focused Strategy Rules of Thumb

Start with Automatic Campaigns ONLY

1 product per Ad Group

• Search Term data only exists at the campaign & ad group levels

Key bids low & scale up slowly as ROI allows

• $0.10 starting point

• $0.05 - $0.10 increments per week if ROI is positive OR if bid is

too low to rank

Harvest keywords as necessary to move into Manual campaigns


Keyword Harvesting from Auto Campaigns

Start with Automatic Campaigns

• Only source of On-Amazon keyword performance data

• Safe way to harvest keywords at a positive ROI

• Amazon won’t give you SKU data in this report so it’s important to

limit your ad groups to 1 product each


Keyword Harvesting from Auto Campaigns

Columns To Pay Attention To For Keyword Harvesting:

• Campaign Name (Only look at your automatics)

• Customer Search Term

• ACOS

• Orders Placed


Ranking-Focused Campaigns

Manual campaigns to target key terms you know you want to rank for

Keyword Sources

• Automatic campaigns – high-volume search terms

• Common-sense terms

• Tools like Merchant Words or AMZ Tracker to identify best variations

to rank for

Use existing organic rank to qualify keywords to target


Ranking-Focused Campaigns

Using Existing Organic Rank

If Rank > 300, SP alone probably isn’t going to impact your ranking for that term in a meaningful way

However, it can move products that rank well for the target keyword farther up the SERP

VAVA Voom speaker highlighted here currently at position 45


Starting Small – The Power of Long-Tail


Starting Small – The Power of Long-Tail

Lower CPC Rates

Less Competition

Higher Conversion Rates

Longtail 1 Longtail 2 Longtail 3

Sales Velocity

Wireless Speaker


Targeting Complementary Products

Complementary Items

Product Bundle

What would you like to schedule with CPC Strategy?

A. Evaluation of your current Amazon strategy

B. Analysis of Your Sponsored Product Campaigns

C. Discussion with one of our Amazon Experts

D. Not applicable at this time

Live Q&ASubmit your questions in the chat box on the right

cpcstrategy.com/amazon-evaluation

www.CPCSt ra te gy.c om | 61 9 .5 01 .613 8 | con tac t@cpc s t ra tegy.com

Apply For A Free 60 min. Channel Evaluation

Pat PetrielloSenior Marketplace StrategistCPC Strategy

Jeff ColemanDirector, Account ManagementCPC Strategy