This document summarizes a webinar about advanced Amazon advertising strategies for 2019. It included presentations on utilizing different ad types on Amazon, including sponsored brands and sponsored products. It also covered targeting audiences with attributes and interests, optimizing ad creative with images and video, and using the Amazon DSP to reach audiences on and off Amazon. The webinar provided tips on campaign setup and optimization to help brands improve performance of their Amazon advertising.

1. Advanced Amazon Advertising
Strategies for 2019
Scalable Advertising Tactics for Top-Performing Vendors and Sellers

2. 9 - 9:30 am PT 10:30 - 11:00 am PT
CPC STRATEGY PRESENTS:
Advertising Console
Today’s Timeline
CPC STRATEGY PRESENTS:
Amazon DSP
CPC STRATEGY PRESENTS:
Amazon Creative
9:45 - 10:15 am PT

3. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

4. Overview
Founded in 2007
Part of Elite SEM as of 2018
Google Premier Partner
600+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Amazon Vendor Services
Facebook Performance Marketing
Creative Services

5. Today’s Speakers
Karen Hopkins
Marketplace Channel
Analyst
Meghan Andrade
Marketplace Channel
Analyst
AJ Swamy
Client Services Manager

6. Today’s Agenda
● Utilizing Different Ad Types: (Sponsored Products & Sponsored Brands)
● PATs & EATs
● Advancing Ad Capabilities On & Off Amazon
● Target Shoppers with the Right Audience
● Importance of Detail Page Images
● A+ Premium Overview

7. POLL QUESTION FOR AUDIENCE
How Is Your Brand Currently Selling?
● Multichannel
● Branded Ecommerce Site
● Amazon Marketplace
● Brick & Mortar

8. The Amazon Advertising Funnel
The Full Amazon Advertising Funnel
DSP: In-Market & Lifestyle
DSP: Retargeting
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
Ad Console:
Sponsored Brands
Ad Console: Product
Display Ads and
Sponsored Products

9. The Power of Ad Console
Why are Seller Central and AMS so
powerful?
● Customers are actively searching
● Increased product visibility
● Increased organic position
● Acquire new customers
● Efficient ROI, more control
PurchaseIntent
Low
High
Sponsored Brands
Sponsored Products
Product
Display
Ads

10. Sponsored Product
Sponsored Brand Ads (Previously Headline Search)
Product Display Ad
Ad Types in the Wild

11. Sponsored Brands

12. Sponsored Brands- Top of the Funnel
CONVERSION ROLE: Targeting
top of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail Pages
Right Rail
Top/Bottom of SERP
Targeting Keywords
Product Targeting
Interest Based
Automatic - Content Driven
Manual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting
Destination
Custom URL
Create a Page
Storefronts
Product Detail Page Product Detail Page

13. Different Placement
● The top of search
placement is the classic
Sponsored Brands
placement
● The bottom of search is a
recent placement addition.
It shows less information
and can feature a logo or a
product photo
Top of Search
Bottom of Search

14. Sponsored Products

15. Sponsored Products - Middle of the Funnel
CONVERSION ROLE: Targeting
middle of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail Pages
Right Rail
Top/Bottom of SERP
Targeting Keywords
Product Targeting
Interest Based
Automatic - Content Driven
Manual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting
Destination
Custom URL
Create a Page
Storefronts
Product Detail Page Product Detail Page

16. Sponsored Product Ads - Best Practices
➢ Account for Manual Campaigns typically higher CPC bids than automatic.
➢ Enable Bid+ in Sponsored Products if goal is volume.
➢ Run Automatic Campaigns to keywords harvest and identify niche opportunities.
➢ Continue to run Automatic Campaigns even after initial keyword harvesting.

17. Why Continue to Run Automatic Campaigns?
Continue to run automatic campaigns because:
➢ There will always be new search terms.
➢ Customers will tell you what you’re relevant for
➢ Customers type what they’re looking for and Amazon will serve them the keyword
➢ Meet the customers halfway
➢ Only automatic campaigns have access to the sponsored product carousel.
* If an ASIN returns back from keywords that were harvested, it's coming from the SP carousel. This information
allows you to use offensive product display campaigns for more targeted and relevant campaigns.

18. Product Attributes Targeting (PAT)

19. PAT Breakdown
● Only available in manual SP
campaigns
PAT enables advertisers to target audience
with:
● ASINs
● Amazon Categories with fine-tuning
options of:
○ Price Range
○ Brand’s
○ Review Rating

20. Adopting PAT
● Create the new PAT campaign and ad group(s) via UI’s campaign
builder
● Download search term report and filter for converting ASINs
● Insert column and =UPPER(__) to get the ASINs in the correct format
● Add ASINs into PAT targeting
● If applicable, refine price and rating range in settings as part of PAT
record
● Offensive and defensive PAT campaigns

21. Enhanced Auto Targeting (EAT)

22. EAT Breakdown
● All new automatic campaigns
are now automatically EATs
campaigns
● Dynamic bidding
● Placement bid adjustments

23. Amazon Console Pro - Tip Takeaways
PAT:
● Refine category targeting if goal is efficiency
● Utilize offensive and defensive PAT campaigns
EAT:
● Start with Down Bid for any new and/or efficiency focused campaigns
● Change to Up and Down Bid if the campaign has built up at least 2-3
weeks of data. This can also be utilized if you want to push volume

24. SMALL TEXT
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Schedule Your 1-1
Amazon Advertising
Evaluation

25. Q & A
Meghan Andrade
Marketplace Channel
Analyst

26. Advanced Amazon Advertising
Strategies for 2019
Please hold for our next presentation starting at 9:45am PT / 12:45pm ET
CPC STRATEGY PRESENTS:
Amazon DSP

27. 9 - 9:30 am PT 10:30 - 11:00 am PT
CPC STRATEGY PRESENTS:
Amazon DSP
Today’s Timeline
CPC STRATEGY PRESENTS:
Advertising Console
CPC STRATEGY PRESENTS:
Amazon Creative
9:45 - 10:15 am PT

28. POLL QUESTION FOR AUDIENCE
What have you found your biggest struggle as
a brand advertising on Amazon?
● Growth
● ROAS / ACOS
● Organic Ranking
● Product Launching

29. Today’s Speaker
Karen Hopkins
Marketplace Channel
Analyst

30. PPC: Cost-per-click
You pay for clicks!
Display: CPM (Cost per thousand)
You pay for impressions!
Amazon Ad Console
Previously AMS
Product Display Sponsored Brands
Previously HSAs
Sponsored Products Amazon Managed Service Enterprise Self Service
Amazon Advertising
Previously AMG
Amazon DSP
Previously AAP

31. Introduction to Amazon DSP

32. What is Amazon DSP?
● Amazon Demand-Side Platform
● Available within Amazon Advertising Services
● Enables advertisers to programmatically buy display & video ad placements
● Reach, educate, and re-engage customers on and off Amazon
Customize Your Ad
Select from a variety of
formats
Promote Your Way
Can lead customer to
your Amazon product
page, Store, or even an
external website
Reach the Right
Audience
Use Amazon shopping
insights to reach
relevant audiences

33. Who can use DSP?
● Available to:
○ Brands who sell products on Amazon (1P and 3P)
○ Those who do not (i.e. insurance)
● Management options:
○ Amazon managed
○ ESS managed
● Best for:
○ Advertisers who want to programmatically buy display & video ads at scale
○ Brands that want to expand their customer reach beyond Advertising
Console capabilities
○ Brands that cannot sell their product through Amazon but want to leverage
Amazon Audiences

34. Dynamic E-commerce Creative Model
Shows your potential or returning customer an ad type based
on their past purchasing behavior

35. Desktop and Mobile Display Ads
Mobile Banners Ads
Mobile Interstitial (full-screen) Ads
In-stream Video Ads
Ad Format Options

36. Opportunities Provided by Amazon DSP

37. The Full Amazon Advertising Funnel
DSP: In-Market & Lifestyle
DSP: Retargeting
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
Ad Console:
Sponsored Brands
Ad Console: Product
Display Ads and
Sponsored Products

38. Working Alongside Search Campaigns
1. Demand Capture
● Run display ads alongside search ads to boost visibility
● Retarget shoppers that have engaged with your products
2. Demand Generation
● Fuel the advertising funnel using lifestyle and in-market audiences
● Target shopping behaviors relevant to your products
● Use dynamic ecommerce creative to deliver ads that are most
relevant to a customer’s shopping behavior

39. Building the Right Audience

40. Audience Solutions
● Advertiser Audience
○ Pixel
○ DMP Audience Transfers
○ Advertiser Hashed Audience
■ Ex: Emails
Use your company’s own 1st-party data:
● Amazon Audiences
○ Behavioral Audiences
○ Contextual Audiences
○ Demographic
● Audience Insights
○ Brand-level
○ Overlap
Use Amazon’s Audience Solutions:

41. Source: https://advertising.amazon.com/amazon-display-advertising
Lifestyle segments
Reflects broad interest groups such as
● “Recent Movers”
● “Home Owners”
● Upper Funnel Awareness
In-market segments
Customers searching or browsing for
certain kinds of products
● “Bedding”
● “Comforters”
● Mid-funnel Consideration
Retargeting segments
Amazon shoppers that have viewed but
not purchased your products
● ASIN Retargeting
● Pixel Retargeting
● Bottom Funnel Conversion
Behavioral Targeting:
Unique Amazon Segments

42. Retargeting/Remarketing
Re-engage shoppers that have high purchase intent for your products
1. Pixel based – Shoppers who visit your brand’s site
2. Product remarketing – Retarget shoppers who viewed your promoted
products but didn’t convert
3. Brand halo remarketing – Retarget shoppers who viewed other products
of your brand
4. Similar product remarketing – Reach shoppers browsing products similar
to yours

43. In-Market Audiences
Amazon’s Definition: In-market audiences can be leveraged to reach customers who
are likely to take action or make a purchase based on a recent search, browse, or
purchase behavior in the past 30 days.
Examples
● “Nutrition Bars”
● “Baby Apparel”
● “Headphones”

44. Lifestyle Audiences
Amazon’s Definition: Lifestyle audiences reflect broad interest groups. Advertisers
can reach lifestyle audiences to plant their brand in the minds of shoppers who have
regularly shopped for related products in the past year.
Examples
● “Foodies”
● “Harry Potter Fans”
● “Pet Lovers”

45. DSP Consumer Journey & KPIs
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
AWARENESS
CONSIDERATION
PURCHASE
Cumulative Reach
DPV View-throughs
ATC View-throughs
CTR
DPV Click-throughs
ATC Click-throughs
Purchase Event Click-throughs
Purchase Events
Product Units Sold
Product Sales
Total SnSS (promoted + BH)
Total Product Sales (promoted + BH)

46. ● How are your Line Item budgets pacing?
○ Increase or decrease base supply bids
○ Cap or uncap ad frequency per day
○ Frontload or evenly distribute budget pace
○ Change delivery end date to help speed up or slow down spend
● Which creative is performing best against KPIs?
○ Turn on/off creatives depending on performance relative to goals
■ Pro Tip: A/B test creatives within lines to identify the top performers
Optimization Checklist

47. Amazon DSP Pro - Tip Takeaways
Step 1: Keep goal in mind BEFORE launching
Step 2: Identify your target audience and strategy
Step 3: With goals in mind, analyze and optimize accordingly

48. SMALL TEXT
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Schedule Your 1-1
Amazon Advertising
Evaluation

49. Q & A
Karen Hopkins
Marketplace Channel
Analyst

50. Advanced Amazon Advertising
Strategies for 2019
Please hold for our next presentation starting at 10:30am PT / 1:30pm ET
CPC STRATEGY PRESENTS:
AMAZON CREATIVE

51. 9 - 9:30 am PT 10:30 - 11:00 am PT
CPC STRATEGY PRESENTS:
Amazon DSP
CPC STRATEGY PRESENTS:
Amazon Creative
Today’s Timeline
CPC STRATEGY PRESENTS:
Advertising Console
9:45 - 10:15 am PT

52. Today’s Speaker
AJ Swamy
Client Services Manager

53. Importance of Detail Page Images

54. DETAIL
PAGE
IMAGES
EBC
A+
WRITTEN
COPY
Tools to Influence Sales Velocity
● Advertising
● Product Detail Page Optimization
Improve CRV & Sales Velocity

55. Comprehensive Detail Page
Comprehensive Detail Page
● All elements must work together → cohesive message
● Communicate a cohesive message on your Detail Page.
● Understand the real estate available on your product page
○ Use concise, attractive aesthetics and content
○ Communicate reasons to buy
Title Bullet
Points
Detail
Page
Imagery
Product
Descriptions
Enhanced
Content

56. Live Example
1. BioPro 50

57. ©Copyright AdDiego 2018 | Presented by CPC Strategy
Understanding Your Target Audience
What is causing your consumers to make purchase decisions?
● Understand what features your target
audience is searching for.
● Analyze reviews to understand what trigger
words customers are looking for
● Pull advertising search term report to
understand the words that customers are
searching when purchasing your products.

58. Communicate Your Message
Brand Messaging
● Tell your brand story
● Develop your brand aesthetic & tone
● Establish brand equity
● Communicate key elements of your brand
Product Messaging
● Communicate the main reasons
to buy
● Describe product complexities
● Address product-related FAQs
Product
Message
Brand
Message

59. What are Amazon Detail Page Images?
● Detail Page Imagery are the suite of images that support your main
product image on a PDP.
● Amazon Imagery Policy dictates that your MAIN image should be
supported by additional images showing different sides of a product, the
product in use, or details that aren't visible on the main image
● “MAIN images should be supplemented with additional images showing different sides of a product, the product in use, or details that aren't
visible on the main image. Follow the image standards listed above to maintain the quality and consistency across all your product images.”

60. Photograph
Photo of actual
physical product
Retouched Photos
Photo of product
digitally enhanced
Vectored Rendering
Image of product
100% digitally created
View Larger View Larger View Larger
What are Amazon Detail Page Images?

61. What are Amazon Detail Page Images?
Use text overlays and
graphic design
elements to visually
communicate the key
reasons to buy your
product above the fold.

62. What are Amazon Detail Page Images?
Consider leveraging
lifestyle imagery to
describe product use
cases and benefits.

63. Adding Video To Your Listing
● Add a unique branded
video at the SKU level.
● Use the Enhanced brand
content tab in seller centra
or by submitting a case
through Vendor Central

64. Adding Video To Your Listing
Select an attractive
thumbnail that
represents the content
of the video

65. Premium A+ Content

66. What is A+ Premium Content?
● A+ Premium is an enhanced rendition of A+ Content that allow vendors to
develop a branded customer experience on detail pages.
● Captivate a browsing customers attention and showcase the value of your
brand and products.
● Leverage more interactive content modules to enhance the description of
your product offering.

67. ● Start with a vibrant branded module to capture
your customer’s attention.
● Leverage interactive modules and video content
to showcase your brand
● Start with your high ticket items to justify price
point
Convert Customers Confidently

68. A+ Premium Content Examples
Live Walkthrough
1. Jack Black
2. Bose

69. Amazon Creative: Pro - Tip Takeaways
● Make sure you are fully taking advantage of your detail page imagery to visually describe the
key features of your products.
● Leverage video when possible to tell your brand story and further describe your product
features.
● Look into A+ premium and see if it makes sense to invest in enhancing your brand presence
on your detail pages

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Schedule Your 1-1
Amazon Advertising
Evaluation

71. Q & A
AJ Swamy
Client Services Manager