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Copyright 2017 - Q4 Amazon Virtual Summit
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The 2018 Amazon Virtual Summit
Day 1Do You Know How To Win On Amazon’s Sponsored Products?
Day 2How To Set Your 2018 Goals & Smash Them
Day 3Secrets To A Lean Amazon Supply Chain
Amazon Virtual Summit Details
● Session Recording + Slides Will Be Sent Out
● Submit Questions to Our Panelists
Today’s Logistics
Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G L A S T I N G
R E S U L T S F O R O U R C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
Solutions
Pat PetrielloHead of Marketplace Strategy
Stuart DooleyMarketplace Channel Analyst
Today’s Speakers
Today’s Agenda
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns
Copyright 2017 - Q4 Amazon Virtual Summit
UPDATE: Custom Landing Pages for HSAs
What happened?
● If your HSA has a custom
page, the results now include
bullet points for each item
● Change occurred
automatically on existing
campaigns
Copyright 2017 - Q4 Amazon Virtual Summit
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Understanding Amazon’s Advertising Auction
Understanding Amazon’s Advertising Auction
Screenshot 2Screenshot 1
Factors Amazon themselves have stated to compete & win for SP auctions
Understanding Amazon’s Advertising Auction
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Setting The Right Goals & Campaign Structure
Setting The Right Goals
● You can grow volume quickly by maximizing exposure & impressions through aggressive bidding, but you're going to sacrifice efficiency (higher ACOS).
Goal #1: Volume + Speed
Setting The Right Goals
● You can increase efficiency (reduce ACOS) quickly by cutting out wasted spend which entails cutting bids on inefficient keywords & pausing poor keywords altogether.
Goal #2: Efficiency + Speed
Setting The Right Goals
● You can increase both volume & efficiency in any advertising campaign, but not on day 1.
Goal #3: Volume + Efficiency
Recommended Campaign Structure
SPONSORED PRODUCT CAMPAIGN SET-UP
AD GROUPSCAMPAIGN NEGATIVE
KEYWORDS
KEYWORD MATCH TYPE
BROAD PHRASE EXACT
AUTO TARGETING CAMPAIGN
MANUAL TARGETING CAMPAIGN &
SINGLE ASIN
← Profitable Keywords
MATCH TYPE NEGATIVE KEYWORDS
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Keyword Harvesting
Importance of Keyword Harvesting
● Bidding on the right keywords can improve your product catalog visibility and maximize longtail conversions.
● Harvesting the correct keywords allow you to close the gap between consumers’ search intent and product discoverability.
Different ways to harvest keywords
● Search Terms Report
● Automatic vs Manual Campaigns
● Reviews
● 3rd party keyword harvesting software
Keyword Harvesting - Automatic vs ManualManualAutomatic
● Give All Your Products a Chance to Perform● Data Harvesting● Actions are driven by your company’s goals
● Goals Will Determine Ad Group Differentiation ● Sellers can add up to 1,000 keywords per Ad
Group
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Bidding Efficiently Based On Your Goals
Bidding Efficiently Based On Your Goals
- Initial Bidding Strategy- Be aggressive within limitations- Always use protection (budgets)- Timid bidding leads to a lack of data driven
decisions
- Bid Adjustments- Always keep your goals in mind- Progress towards goals will affect bidding
strategies
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Reporting On Your Advertising Campaigns
Copyright 2017 - Q4 Amazon Virtual Summit
Reporting on Advertising Campaigns
Important Metrics To Look At:
Search Terms Report
Search Term Report Campaign Performance Report
● Harvesting real Customer Search Terms vs
Your Keyword
● Harvest on a 14 Day Cycle
● Depending upon Campaign Structure can
link products to new keywords
● Shows performance of Keywords by SKU
● Very useful if Campaign Structure is messy
● Granularity by SKU
BONUS: Comparing Attribution For SP vs HSA in SC
Sponsored Products Attribution Window Headline Search Ads Attribution Window
Today’s Recap
BONUS:Live Q&A w/ our Amazon Experts
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns
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Schedule Your 1-1Amazon Strategy Evaluation
CPC Strategy’s Amazon Strategy Evaluation is a 60-minute analysis and assessment of your
Amazon Seller Central account, advertising programs, product order volume, and profitability
metrics.
What Now?
SCHEDULE MY EVALUATION
Pat PetrielloHead of Marketplace Strategy
Questions for Today’s Speaker(s)?
Stuart DooleyMarketplace Channel Analyst