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 Coleman
Director of Account Management
CPC Strategy
Pat Petriello
Head of Marketplace Strategy
CPC 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
H OW PR OFESSIONAL SELLERS SH OULD BE LEVERAGING SPONSORED PR ODUCTS

Pat Petriello
Senior 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 Coleman
Director 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 | contact@cpcstrategy.com
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 product
X A social influencer with social equity in your space
X 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

 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

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&A
Submit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
Apply For A Free 60 min. Channel Evaluation
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy

2016 Amazon Virtual Summit: CPC Strategy

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