2. Amazon’s Mission
To be earth’s most
customer-centric
company
where people can find
and discover anything
they want to buy online.
Value
Selection
Convenience
4. 4
Amazon is the
Research shows
America's Most Reputable
Companies
– The Harris Poll 2016#1
Most Reputable Company
in the US
– Reputation Institute 2016#1
most trusted brand
by American consumers
Amazon Confidential
5. Reach customers, not users, throughout the shopping journey.
300MM1
Active Customers
Source:
1. www.statista.com
2. www.statista.com
12. What is Sponsored Products?
Amazon Sponsored Products is a pay-per-click advertising solution that enables Amazon
Sellers to promote the products they sell on Amazon with keyword-targeted ads.
Decide how much
you want to spend
on your
campaigns
Select your products and
choose your keywords, or
use Amazon’s suggested
keywords through
Automatic Targeting
Your ads may
appear on product
detail pages and
among the top,
alongside and
below search
results
Shoppers who click your
ad are taken to the product
detail page where your
offer is listed, and you pay
only when your ad is
clicked
$
13. Why Sponsored Products?
4
Only 30%
of Amazon
shoppers
click past
the 1st
page of
search
results*.
Source: Adweek http://www.adweek.com/news/technology/why-its-so-hard-brands-get-noticed-amazon-161429* bloomreach Report, US, Oct. 2015
14. Why Sponsored Products?
Benefits of using Sponsored Products:
Discoverability: improved visibility with opportunity
to get listings on page 1 of Amazon search results
Increase sales: further along in the purchase cycle
and have a higher intent to buy*
Relevance: deliver highly relevant ads targeted to
customer searches
Program transparency: measure ROI and optimize
ad spend
Source: *Branding Brand Research, January 2013; **Amazon.com, Inc. Press Release January 2016
In 2015, sellers worldwide using
Sponsored Products grew more
than 100 percent, year over
year**
Sellers worldwide garnered more
than $1.5 billion in sales through
Sponsored Products listings.**
$
15. Tips & Resources
Launch with automatic targeting.
Identify top-performing terms & leverage to
launch manual targeting.
Add negative keywords for terms not meeting
your goals.
Increase budget on top-performing campaigns.
Optimize keywords; increase bids on low volume
terms and top-performers.
1
2
3
4
5
Optimization Tips
16. Ad Success What is It?
- 8- Week SP Optimization Support for Direct & SSR Sellers
- Each Seller is assigned an Optimizer who will handle direct
communication
Optimization Support Plan
Week No Activity
Week 1 Optimizer sends Introduction with layout plan
Week 2
Provide Metrics - Based on past 60 days
performance
Week 3 Optimization Recommendations 1
Week 4 Provide performance metrics
Week 5 Optimization Recommendations 2
Week 6 Provide performance metrics
Week 7 Third and Final Optimization Recommendations
Week 8 Final Metrics
17. Ad Success What is It? (Req. and Process)
Requirements
• - Must be a 2017 Direct Sales Seller or 2017 Top SSR Seller
- - Agree to use SP for minimum of 8 weeks
- - Minimum Budget
- - Direct: $25/day
- - SSR: $20/day
- Set a target of 10% ACoS
-Agree to implement changes within 48 hours
Process
• - Fill out the form using ‘Direct Sales’ as your team
• - That’s it!
• - Optimizer will handle intro, suggestions, and changes
18. Bulk Operations - Add New Campaigns & Edit Existing Campaigns
Negative Keywords – Exclude low-performing customer search terms
Keyword Match Types – refine keywords with broad, phrase & exact match
Bid+ – help show ads in Top of search results, when eligible
Reporting –Search Term Report, Campaign Performance Report,
Performance by Placement, Performance over Time, Performance by
SKU, Estimated Page 1 Bid Report, Other ASIN Report
Ad Success (What they do…)
24. Amazon Marketplace: Where do you fit?
FBA
SFP
Fulfilled by AmazonMerchant Fulfilled
Network
Seller Fulfilled Prime
MFN
25. Keys to Your Success
Keys
Use FBA to help scale your business and outsource shipping and
customer service
Register as a Brand Owner
Apply for Enhanced Brand Content
Consider Amazon Exclusives
Set up Sponsored Products pay per click ads to maximize exposure
Collaboration Supports Both Online and Offline Sales
26. What does this cost?
» Professional Merchant accounts cost $39.99 per month
Provides access to listing in all categories and reporting tools
» Amazon Revenue Sharing
Ranges from 6%-15% depending on the category your product falls into
» Amazon Services & Solutions
FBA and sponsored products costs depend on your product
Exclusives is an extra 5% added to category revenue share
» No extra fees for using account managers like myself
We are non-commissioned employees of the Amazon Company
27. Do I qualify?
» Our team has room to onboard a limited number of net
new sellers in 2017. First come first served.
» We will assess your products and potential as a seller on
an individual level to determine your eligibility.
» If you already have an Amazon Merchant account we
cannot provide account management support.
» For those of you here—reach out to me directly at:
LentzJoe@amazon.com
29. Disclaimer
Amazon, Amazon.com and Amazon Services are
trademarks or registered trademarks of Amazon.com
or its affiliates. All other trademarks not owned by
Amazon that appear on this presentation are the
property of their respective owners, who may or may
not be affiliated with, connected to, or sponsored by
Amazon.
Editor's Notes
Customer Obsession is our #1 Leadership Principle
You become an extension of the Amazon Brand when you become a seller.
Source:
1. 2016 Harris Pole: Amazon ranked first as Americas Most Reputable Company (followed by 2. Apple, 3. Google) Source: http://www.theharrispoll.com/business/Reputation-Rankings-Most-Visible-Companies.html
2. Reputation Institute: Amazon ranked first as the Most Reputable Companies in the US (followed by 2. Hallmark, 3. Samsung) Source: https://www.reputationinstitute.com/CMSPages/GetAzureFile.aspx?path=~\media\media\images\ri-press-release-us-reptrak-100_final_032916.pdf&hash=3d800f177330f400bddf7284724aab67f3292af5e7928b3430880c7f8daad264
Source:
Amazon Investor Relations
These are US based numbers for .com Traffic.
Source: https://www.statista.com/statistics/609991/amazon-prime-reach-usa-generation/
You as a seller drive
Source: Amazon Q3 Press Releases -Q3 2016
Discuss Best Deals and Lightning Deals
Message: Compared to 2015, orders from third-party sellers with Prime Day deals nearly tripled.
Source: Amazon Q2 Press Releases
The second annual Prime Day was the biggest day ever for Amazon, and was also a record day for Amazon devices globally. Compared to Prime Day 2015, worldwide orders grew by more than 60%, orders from third-party sellers with Prime Day deals nearly tripled, and Prime members saved over twice as much on deals.
Message: 2015 WW Paid Prime members growth: +51%
Source: Pitch Hub
Phttps://portal2010.amazon.com/sites/PitchHub/Amazon%20Retail%20Core%20Presentations%20File%20Library/Amazon%20Quarterly%20Earnings/Amazon_Quick_Reference_Card%20-%20q3%202016%20(Final).pdf
Explain what the buy box is and that the featured merchant price is not always the lowest of any seller.
Discuss early buy box eligibility for brand owners
Sponsored Products is a pay-per-click advertising solution that enables you to promote your products you sell on Amazon with keyword-targeted ads. You can select your products and choose your keywords or use Amazon’s suggested keywords, then decide how much you want to spend on your campaigns, and your ads will appear on product detail pages and among search results.
Shoppers who click your ad are taken to the product detail page where your offer is listed, and you pay only when your ad is clicked.
As a pay-per-click advertising solution, you will be able to see the impressions or number of times your ad was displayed, track your clicks, click-thru-rate, and spend and analyse your Advertising Cost of Sale or ACoS by looking at sales and conversion data.
14
Now that we’ve covered specific Reports – here are top tips to use the Reports to refine campaigns and further optimize campaigns to see results:
Adjust KWs, bids & daily budget:
Use the Search Term Report to identify high performing customer search terms and consider adding these search terms as exact match and adjusting your bids to increase impressions.
Look at SKUs with fewer than 5 keywords in manual targeting campaigns and consider adding more keywords to your ad group.
Compare your current keyword bid to the estimated page 1 bid and your actual cost-per-click to set your bidding strategy.
Identify low impression keywords and consider increasing your maximum bid.
For high performing campaigns that tend to go out of budget, consider increasing your daily budget to avoid potential loss of sales.
Add ads
Use the other ASINs report to identify the other ASINs sold and review which ads (advertised ASINs) and keywords were attributed to the sale.
Consider creating new ads for these other ASINs and associated keywords.
Download the Automatic targeting report & move top perormers to manual targeting
Highlight keywords with low ACoS and >10-15 clicks
Keep Automatic Targeted campaign running to continue to farm more keywords for Manual Targeted campaign
Create new Manual Targeting campaign with top performers from Automatic Targeting campaign
Bid more aggressively to scale with Manual Targeted campaign since it only targeting top performers
The first feature is Bulk Operations. You can add new campaigns, ad groups, ads (products) or KW’s - If you have a large number of campaigns, keywords or ads you would like to advertise, bulk operations is the most efficient way to do so. Use the Sponsored Products Bulk Template to get started or edit/add to the Bulk File with your existing campaign information.
Edit existing campaigns - Instead of updating your keyword bids or advertised products one-by-one in Campaign Manager, you can download a .csv file of your campaign information, make changes in the file, and then upload the file. You may upload only the lines with changes, or upload the full file.
The next advanced feature is Negative Keywords. The best way to identify negative keywords is through the Customer Search Term Report. Look at the data in this report to determine which customer search terms have received significant traffic but not performed well.
Example: if a customer search term has significant clicks but is not meeting your advertising goals, you may use exact negative keywords for that customer search term.
You may use negative keywords to keep your ads from displaying to less relevant customer search terms or terms that you do not want associated with your brand.
Example: if you sell high-end running shoes, you may not want your ad shown when the customer search term includes “cheap”, so you may use a phrase negative keyword.
Along with negative keywords, we also have the ability to choose different keyword match types. Note that you can’t change the match type of an existing keyword, but you can add multiple match types for one keyword.
Broad match - This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
Phrase match - The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
Exact match - The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.
Finally, the last advanced feature is Bid+. Bid+ is a setting in Campaign Manager that can help increase the opportunity for your ads to show in the top of search results. When Bid+ is turned on, Amazon may increase the maximum CPC bid by up to 50% for your ads that are eligible to appear in this placement.
On average, we’ve seen Amazon shoppers click on and purchase items from Sponsored Products’ top search results ads at a significantly higher rate compared to other Sponsored Products placements.
Bid+ is only available for the top of customer search results, no other placements will have bids raised as a result of Bid+ being turned on. Over time, Amazon may expand this setting to include additional placements.
To turn on Bid+ for existing campaigns, select a manually targeted campaign, and then go to Campaign Settings. Then, check the Bid+ checkbox. Currently, Bid+ is only available for manually targeted campaigns. Automatic campaigns are not eligible for Bid+ at this time. If your ad is not eligible to appear we will not increase your bids.
There is transparency with Sponsored Product and we make it easy for you to measure the impact of Sponsored Products on your advertising, so you can easily determine your Advertising Cost of Spend or ACoS and your ROI. For example, you can pull the Performance over Time report to see a summary of your clicks and spend over a specific time period, or use the Performance by SKU report to see SKU-level click and impression data summarized for all campaigns.
You can view the most basic metrics for each campaign, ad group, and ad in the Campaign Manager, Campaign Details, and Ad Group Settings pages respectively. You can also customize the time frame of the metrics (i.e. Week to date, Last week, Month to date, Lifetime, etc.).
Additional metrics are tracked in Advertising Reports. Advertising Reports can be found under Reports >> Advertising Reports in Seller Central.
Performance over time – metrics tracked: clicks, average CPC, total spend in specified timeframe
Performance by SKU – metrics tracked: clicks, impression, CTR, total spend, average CPC for each SKU (ad)
Search Term Report – metrics tracked: actual search terms entered by customers that generated at least 1 click on your ad, and impression, click and conversion data for your ads.
Estimated Page 1 Bid Report – metrics tracked: your max bid and the estimated page 1 bid for all your active KWs in manual targeted campaigns
Other ASIN report – metrics tracked: attributed sales of ASINs other than the advertised ASIN the customer clicked on, and the KWs, ads, ad groups, and campaigns that triggered such sales
Campaign Performance report – clicks, impressions, CTR, total spend, average CPC of each SKU, attributed order units, attributed sales, and conversion for each campaign, including results for each ad group, SKU, and KW.
The first feature is Bulk Operations. You can add new campaigns, ad groups, ads (products) or KW’s - If you have a large number of campaigns, keywords or ads you would like to advertise, bulk operations is the most efficient way to do so. Use the Sponsored Products Bulk Template to get started or edit/add to the Bulk File with your existing campaign information.
Edit existing campaigns - Instead of updating your keyword bids or advertised products one-by-one in Campaign Manager, you can download a .csv file of your campaign information, make changes in the file, and then upload the file. You may upload only the lines with changes, or upload the full file.
The next advanced feature is Negative Keywords. The best way to identify negative keywords is through the Customer Search Term Report. Look at the data in this report to determine which customer search terms have received significant traffic but not performed well.
Example: if a customer search term has significant clicks but is not meeting your advertising goals, you may use exact negative keywords for that customer search term.
You may use negative keywords to keep your ads from displaying to less relevant customer search terms or terms that you do not want associated with your brand.
Example: if you sell high-end running shoes, you may not want your ad shown when the customer search term includes “cheap”, so you may use a phrase negative keyword.
Along with negative keywords, we also have the ability to choose different keyword match types. Note that you can’t change the match type of an existing keyword, but you can add multiple match types for one keyword.
Broad match - This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
Phrase match - The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
Exact match - The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.
Finally, the last advanced feature is Bid+. Bid+ is a setting in Campaign Manager that can help increase the opportunity for your ads to show in the top of search results. When Bid+ is turned on, Amazon may increase the maximum CPC bid by up to 50% for your ads that are eligible to appear in this placement.
On average, we’ve seen Amazon shoppers click on and purchase items from Sponsored Products’ top search results ads at a significantly higher rate compared to other Sponsored Products placements.
Bid+ is only available for the top of customer search results, no other placements will have bids raised as a result of Bid+ being turned on. Over time, Amazon may expand this setting to include additional placements.
To turn on Bid+ for existing campaigns, select a manually targeted campaign, and then go to Campaign Settings. Then, check the Bid+ checkbox. Currently, Bid+ is only available for manually targeted campaigns. Automatic campaigns are not eligible for Bid+ at this time. If your ad is not eligible to appear we will not increase your bids.
There is transparency with Sponsored Product and we make it easy for you to measure the impact of Sponsored Products on your advertising, so you can easily determine your Advertising Cost of Spend or ACoS and your ROI. For example, you can pull the Performance over Time report to see a summary of your clicks and spend over a specific time period, or use the Performance by SKU report to see SKU-level click and impression data summarized for all campaigns.
You can view the most basic metrics for each campaign, ad group, and ad in the Campaign Manager, Campaign Details, and Ad Group Settings pages respectively. You can also customize the time frame of the metrics (i.e. Week to date, Last week, Month to date, Lifetime, etc.).
Additional metrics are tracked in Advertising Reports. Advertising Reports can be found under Reports >> Advertising Reports in Seller Central.
Performance over time – metrics tracked: clicks, average CPC, total spend in specified timeframe
Performance by SKU – metrics tracked: clicks, impression, CTR, total spend, average CPC for each SKU (ad)
Search Term Report – metrics tracked: actual search terms entered by customers that generated at least 1 click on your ad, and impression, click and conversion data for your ads.
Estimated Page 1 Bid Report – metrics tracked: your max bid and the estimated page 1 bid for all your active KWs in manual targeted campaigns
Other ASIN report – metrics tracked: attributed sales of ASINs other than the advertised ASIN the customer clicked on, and the KWs, ads, ad groups, and campaigns that triggered such sales
Campaign Performance report – clicks, impressions, CTR, total spend, average CPC of each SKU, attributed order units, attributed sales, and conversion for each campaign, including results for each ad group, SKU, and KW.
The first feature is Bulk Operations. You can add new campaigns, ad groups, ads (products) or KW’s - If you have a large number of campaigns, keywords or ads you would like to advertise, bulk operations is the most efficient way to do so. Use the Sponsored Products Bulk Template to get started or edit/add to the Bulk File with your existing campaign information.
Edit existing campaigns - Instead of updating your keyword bids or advertised products one-by-one in Campaign Manager, you can download a .csv file of your campaign information, make changes in the file, and then upload the file. You may upload only the lines with changes, or upload the full file.
The next advanced feature is Negative Keywords. The best way to identify negative keywords is through the Customer Search Term Report. Look at the data in this report to determine which customer search terms have received significant traffic but not performed well.
Example: if a customer search term has significant clicks but is not meeting your advertising goals, you may use exact negative keywords for that customer search term.
You may use negative keywords to keep your ads from displaying to less relevant customer search terms or terms that you do not want associated with your brand.
Example: if you sell high-end running shoes, you may not want your ad shown when the customer search term includes “cheap”, so you may use a phrase negative keyword.
Along with negative keywords, we also have the ability to choose different keyword match types. Note that you can’t change the match type of an existing keyword, but you can add multiple match types for one keyword.
Broad match - This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
Phrase match - The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
Exact match - The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.
Finally, the last advanced feature is Bid+. Bid+ is a setting in Campaign Manager that can help increase the opportunity for your ads to show in the top of search results. When Bid+ is turned on, Amazon may increase the maximum CPC bid by up to 50% for your ads that are eligible to appear in this placement.
On average, we’ve seen Amazon shoppers click on and purchase items from Sponsored Products’ top search results ads at a significantly higher rate compared to other Sponsored Products placements.
Bid+ is only available for the top of customer search results, no other placements will have bids raised as a result of Bid+ being turned on. Over time, Amazon may expand this setting to include additional placements.
To turn on Bid+ for existing campaigns, select a manually targeted campaign, and then go to Campaign Settings. Then, check the Bid+ checkbox. Currently, Bid+ is only available for manually targeted campaigns. Automatic campaigns are not eligible for Bid+ at this time. If your ad is not eligible to appear we will not increase your bids.
There is transparency with Sponsored Product and we make it easy for you to measure the impact of Sponsored Products on your advertising, so you can easily determine your Advertising Cost of Spend or ACoS and your ROI. For example, you can pull the Performance over Time report to see a summary of your clicks and spend over a specific time period, or use the Performance by SKU report to see SKU-level click and impression data summarized for all campaigns.
You can view the most basic metrics for each campaign, ad group, and ad in the Campaign Manager, Campaign Details, and Ad Group Settings pages respectively. You can also customize the time frame of the metrics (i.e. Week to date, Last week, Month to date, Lifetime, etc.).
Additional metrics are tracked in Advertising Reports. Advertising Reports can be found under Reports >> Advertising Reports in Seller Central.
Performance over time – metrics tracked: clicks, average CPC, total spend in specified timeframe
Performance by SKU – metrics tracked: clicks, impression, CTR, total spend, average CPC for each SKU (ad)
Search Term Report – metrics tracked: actual search terms entered by customers that generated at least 1 click on your ad, and impression, click and conversion data for your ads.
Estimated Page 1 Bid Report – metrics tracked: your max bid and the estimated page 1 bid for all your active KWs in manual targeted campaigns
Other ASIN report – metrics tracked: attributed sales of ASINs other than the advertised ASIN the customer clicked on, and the KWs, ads, ad groups, and campaigns that triggered such sales
Campaign Performance report – clicks, impressions, CTR, total spend, average CPC of each SKU, attributed order units, attributed sales, and conversion for each campaign, including results for each ad group, SKU, and KW.
Now that you’ve learned what Sponsored Products is, where the ads are found, and why you should use Sponsored Products as part of your marketing for selling on Amazon, now let’s cover the registration process, basic requirements, and category and country availability.
Cover FBA process and SFP requirements verbally.
Also briefly cover Multi-Channel Fulfilment and Amazon Pay.
Message: Fulfillment by Amazon (FBA) units in 2015: nearly 50% of Seller units
Source: Pitch Hub
https://portal2010.amazon.com/sites/PitchHub/Amazon%20Retail%20Core%20Presentations%20File%20Library/Amazon%20Quarterly%20Earnings/Amazon_Quick_Reference_Card%20-%20q3%202016%20(Final).pdf
