1.
Ask an Expert: Why Vendors Should
Invest in Amazon Marketing Services
Live 60-MIN Q&A

2.
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
TODAY’S SPEAKERS
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy

3.
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

4.
Facebook Group:
Amazon Sales Acceleration Mastermind
Ask to Join Group
Facebook.com/groups/AmazonSalesMastermind

5.
Upcoming CPC Strategy Events
April 27th 11am-12pm (PST)
Register: Link in Chat Box

6.
Pat Petriello
Senior Marketplace Strategist
✓ Former member of Amazon Seller Services Team
✓ Former professional seller on Amazon.com, Amazon.co.uk, eBay, Buy.com
✓ Lead architect for CPC Strategy’s Amazon Sales Acceleration Program
✓ Engineered & directed multimillion-dollar revenue stream on Amazon

7.
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)

8.
Poll For The Audience…
Are you currently utilizing Amazon Marketing Services?
A. Yes
B. No

9.
Overview
• Amazon Marketing Services Landscape
• Different Ad units Within AMS
Headline Search
Product Display
Sponsored Products
• Live Walk-through
• Live Q&A

10.
Amazon Marketing Services Landscape

11.
What is Amazon Marketing Services?
Source: https://ams.amazon.com/help/ref=ams_head_help

12.
What is Amazon Marketing Services?

13.
What is Amazon Marketing Services?
The AMS dashboard at https://ams.amazon.com is a separate login from
your Vendor Central or Seller Central account login.

14.
Why is AMS important to Vendors?
AMS empowers Vendors to get their brand and their products seen by more Amazon
shoppers at various stages of their purchase intent. Increased visibility leads to more sales.

15.
Different Ad units Within AMS

16.
Why is AMS important to Vendors?

17.
Headline Search Ads

18.
Headline Search Ads - Top of Funnel

19.
Headline Search Ads Landing Page Options
• Amazon Pages are best for branded searches.
• Custom URL’s allow for the greatest degree of segmented targeting.
• Search Results Pages only drive to the top level browse node (ex: Home & Kitchen).

20.
Headline Search Reporting
• Headline Search Ads typically result in more click volume at lower CPC’s than
Product Display ads.
• Conversion is dependent upon selecting the most relevant landing page for
the search terms being targeted.
• Using a customer’s search query as an indicator of intent leads to higher
converting campaigns.

21.
Product Display Ads

22.
Product Display Ads - Bottom of Funnel

23.
Product Display Ad Targeting
• Product Targeting typically results in lower click volume, higher CPC’s, and a
lower ACOS than interest based targeting.
• Interest Based Targeting is intended to cast a wide net with less relevancy,
which typically leads to greater click volume, lower CPC’s, and a higher ACOS than
product targeting.
• Employing a mix of both is best practice for ensuring you are getting in front of as
many potential customers as possible.

24.
Product Display Ad Targeting Strategies
• A Defensive Strategy protects your product detail pages against targeting advertisers.
• An Offensive Strategy targets competitor detail pages to reach shoppers just before they
make their final purchase decision.

25.
Sponsored Product Ads

26.
Sponsored Product Ads - Middle of Funnel

27.
Sponsored Products Targeting
Automatic Targeting is driven by your product content. Amazon will match your
product to relevant customer search terms.
Manual Targeting requires you select keywords you’d like to target.
The way the sponsored products placements work are as open auctions for all of
the qualifying products from all sellers vying for that space. The "winners" of the
auction are determined by relevancy, the bid level, and sales history.

28.
Sponsored Products Reporting
• Automatic Campaigns can be used to keyword harvest and identify niche opportunities.
• Manual Campaigns should typically have higher CPC bids than automatic campaigns and
specifically target search terms and keywords that have been identified as valuable.
• Sponsored Product ads only show up when your offer is in the Buy Box.

29.
Live Walk-Through

30.
Are you interested in elevating your AMS strategy?
A. Yes, please contact me to discuss my AMS strategy
B. No thank you, we’re getting the most out of it

31.
Live Q&A
Submit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy