+ Education Event: Amazon
Welcome! ● Introductions ● Structure ● Rules ○ Share & Learn ○ Ask questions ○ Network ○ Have fun!
How GDC is Winning on Amazon
Despite Feeling Like This Most Days … It’s Totally Worth It!
PROTECT No One Cares About Your Brand as Much as You Do, So Protect It. • Seller Central (or hybrid model) • Brand Registry 2.0 • Own the Buy Box • Reseller Enforcement • Distribution Management • Managing & Driving Reviews • Advertising – Protect Your Brand Space
OPTIMIZE • Enhanced Brand Content • Compelling Content & Video • Coupons & Promotions to Drive Trial • Drive Up Organic Rank for Relevant Keywords • Social Ads Driving to Amazon • Super URLs • Companies like Viral Launch
ADVERTISE • 100% Necessary to Survive (or Grow) on Amazon • Best ROI in Digital Advertising • Identify Your ROI metrics: • Sales Growth, ACoS, Clicks, Views • Get that Buy Box: Can’t Advertise Without It! • Growth Strategy: 65% of Our Current Sales from Ads • Sponsored Product Ads (Manual & Auto) • Headline Search Ads • Competitive Product Ads • Test, Learn, Pivot, Repeat
WORTH IT! GDC 14-Month Sales Growth Buy Box 73% Product OOS Issues Buy Box 19%
amazon advertising 101 10
agenda why all the hype? ● ad units on amazon ● why advertise on amazon? ● operational marketing ● amazon advertising strategy ● benchmarks for amazon ● 11
why all the hype? 12
Google Facebook Amazon Oath 13 Source: Marketing Land, Amazon now 3rd-biggest digital ad seller in US
22x higher conversion 49% of US ecomm spending 5% of US retail spending 26% of in-store shoppers Source: Digital Commerce 360, Amazon Prime members convert 74% of the time Techcrunch, Amazon’s share of the US e-commerce market is now 49%, or 5% of all retail spend 14 Chain Store Age, Study: Amazon influences how shoppers research merchandise online
ad units on amazon 15
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why advertise on amazon? 19
Real Estate Robbery Ranking 20
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operational marketing 23
Operational Marketing is the practice of maximizing the opportunity of a platform like Amazon by leveraging proven e-commerce strategies, product data, customer insights and operational excellence. - Marketplace Ignition 24
Amazon is a Marketplace ● Must win Buy Box to be effective ○ Amazon is a Search Engine ● One A9 Algorithm to rule them all ○ Amazon is an Unassisted Sales Floor ● Can you convert a new customer? ○ Amazon is a Brand Builder (and ● Breaker) Win the crowd, and you will win your ○ freedom 25
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case study Client: Natural Supplements Company ● Challenges: Resellers, Price Integrity, Buy Box Capture, Advertising Struggles, Poor ● Listing Quality, Stagnant Sales 27
amazon advertising strategy 28
Growth or Gain? 29
Core: Discovery (Auto) Research (Manual) Objective-based Profit (Manual) Campaign Structure Strategic: Head Terms Conquesting Promotional/Seasonal 30
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Continuous: Keyword Expansion Keyword Negations Keyword Migrations Bid Adjustments Optimization Strategic: Bid Modifiers Budget Allocation Cross-Targeting 32
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benchmarks for amazon 35
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questions? sam.hager@dashapplications.com todd.vanderstelt@dashapplications.com 39
Thank You. Jen Krupey, CEO jen@natchcom.com natchcom.com Insta: @_natchcom Twitter: @NatchCom Facebook: /NatchCom #hacknatural
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