Brand experience Peoria City Soccer Presentation.pdf
Refining Your Amazon Sponsored Products Strategy for Q4
1. Refining Your Sponsored Products
Strategy for Q4
A C C E L E R A T I N G Y O U R A M A Z O N S A L E S S T R A T E G Y - D a y 1
2. Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Rick Backus
CEO
CPC Strategy
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
6. Are you currently leveraging Amazon
Sponsored Products?
Poll For The Audience
A. Yes, absolutely
B. No, not yet
7. • Founded in 2007
• Over 300 active retail clients
• Top 50 fastest growing company in San Diego 3 years running
• Recognized as an Official Google Shopping Partner
• Custom-built retail search technology platform, CAPx
Solutions
Retail-focused Paid Search (PPC)
Google Shopping Management
Shopping Channel Management
Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
VISIT CPCSTRATEGY.COM
8.
9. 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 (ASAP)
Engineered & directed million dollar revenue stream on Amazon
10. Course Overview
• Evolution of the Amazon Marketplace
• The Impact of Sponsored Products on Amazon
• Sponsored Products Automatic Campaign Structure
• Sponsored Products Manual Campaign Structure
• Sponsored Products Keys for Holiday Selling Season
• Tactical Shifts for Holiday Selling Season
• A Comprehensive Strategy for Amazon SP Success
• Q&A
11. Evolution of the Amazon Marketplace
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Amazon is a constantly evolving marketplace
Standing still is not an option
Sellers which are plateauing are those which
have failed to embrace change
An estimated 50MM Prime subscribers in the
US and 80MM worldwide according to CNBC,
with over 250MM users total in the US
Understanding the relationship between inputs
and performance
12. The Impact of Sponsored Products on Amazon
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Sponsored Products is one of the most
powerful tools for driving discoverability and
incremental sales
Enhanced importance during holiday selling
season
Most frequent Sponsored Product inefficiencies
are in bid levels, keyword matching and
optimization, campaign differentiation and
structure
Where should I start?
13. Sponsored Products Automatic Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
All Products Campaign
Initial bid level at $.015 to $0.25
Category and product dependent
Ads surface only when you are in the Buy Box
Data harvesting
14. Sponsored Products Automatic Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The data will guide you
Actions driven by goals
Volume
ROI
Ad Group Differentiation
High: $0.50 to $1.25
Medium: $0.15 to $0.50
Low: $0.02 to $0.15
ACoS as a guidepost
How do I leverage all this data?
15. Sponsored Products Manual Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Automatic targeting report
Channel specific strategies
require channel specific data
Differentiate products by type
Start with at least 25-40
keywords
Keywords to overcome poor
product content
16. Sponsored Products Manual Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Optimization and refinement an ongoing
process
Extend the coverage of automatic
campaigns
Products can live in multiple campaigns
Keywords can live in multiple manual
campaigns
ACoS as a guidepost
17. Sponsored Products Keys For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Vendors have joined the Sponsored Products
party
“Fish where the fish are”
Expect higher CPCs
Campaign performance will accelerate,
regardless of the direction
“Sunday Driver” shoppers = less intent
18. Tactical Shifts For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Get prepared now
Get more granular
Create more segmentation
among ad groups and
campaigns
Increase your budgets
Get aggressive
19. A Comprehensive Strategy for Amazon SP Success
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Without stock, nothing else matters
FBA coverage to stay in the all important
holiday Buy Box hunt
Pricing optimization towards profitability
The intersection of volume of margin
Q4 is a marathon, not a sprint
20. Evaluate Your Amazon Strategy
Questions for Pat or Rick?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com