education event: amazon - naturally boulder · 2019-01-25 · • sponsored product ads (manual...
TRANSCRIPT
Education Event: Amazon
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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
Buy Box 19%
Product OOS Issues
WORTH IT!
GDC 14-Month Sales Growth
Buy Box 73%
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amazon advertising 101
● why all the hype?
● ad units on amazon
● why advertise on amazon?
● operational marketing
● amazon advertising strategy
● benchmarks for amazon
agenda
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why all the hype?
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Google Facebook Amazon Oath
Source: Marketing Land, Amazon now 3rd-biggest digital ad seller in US13
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
Chain Store Age, Study: Amazon influences how shoppers research merchandise online14
ad units on amazon
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why advertise on amazon?
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Real EstateRobberyRanking
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operational marketing
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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
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● 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
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● Client: Natural Supplements Company
● Challenges: Resellers, Price Integrity, Buy Box Capture, Advertising Struggles, Poor Listing Quality, Stagnant Sales
case study
amazon advertising strategy
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Growth or Gain?
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Objective-based Campaign Structure
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Core:
Discovery (Auto)
Research (Manual)
Profit (Manual)
Strategic:
Head Terms
Conquesting
Promotional/Seasonal
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Optimization
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Continuous:
Keyword Expansion
Keyword Negations
Keyword Migrations
Bid Adjustments
Strategic:
Bid Modifiers
Budget Allocation
Cross-Targeting
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benchmarks for amazon
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Jen Krupey, [email protected]
Thank You.
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