2016 Amazon Virtual Summit: CPC Strategy
-
Upload
cpc-strategy -
Category
Retail
-
view
5.762 -
download
0
Transcript of 2016 Amazon Virtual Summit: CPC Strategy
![Page 1: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/1.jpg)
The 2016 Amazon Virtual
Summit
![Page 2: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/2.jpg)
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
![Page 3: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/3.jpg)
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 ColemanDirector of Account ManagementCPC Strategy
Pat PetrielloHead of Marketplace StrategyCPC Strategy
![Page 4: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/4.jpg)
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
![Page 5: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/5.jpg)
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
![Page 6: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/6.jpg)
Facebook Group:Amazon Sales Acceleration
Mastermind
Ask to Join Group
Facebook.com/groups/AmazonSalesMastermind
![Page 7: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/7.jpg)
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
![Page 8: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/8.jpg)
![Page 9: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/9.jpg)
Scaling Amazon PPC: How to Apply Innovative Best
Practices to Your Sponsored Products Campaigns
HOW PROFESSIONAL SELLERS SHOULD BE LEVERAGING SPONSORED PRODUCTS
![Page 10: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/10.jpg)
Pat PetrielloSenior 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
![Page 11: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/11.jpg)
Jeff ColemanDirector 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)
![Page 12: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/12.jpg)
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
![Page 13: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/13.jpg)
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
![Page 16: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/16.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
CPC Strategy’s Approach to Success on the Marketplace
![Page 17: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/17.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 18: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/18.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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 productX A social influencer with social equity in your spaceX A drip marketing platform to engage with customers
![Page 19: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/19.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 20: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/20.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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?
![Page 21: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/21.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 22: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/22.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 23: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/23.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 24: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/24.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
Ranking-Focused Campaigns
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
![Page 25: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/25.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
Ranking-Focused Campaigns
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
![Page 27: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/27.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
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
![Page 28: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/28.jpg)
www.CPCStrategy.com | 619.501.6138 | [email protected]
Targeting Complementary Products
Complementary Items
Product Bundle
![Page 29: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/29.jpg)
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
![Page 30: 2016 Amazon Virtual Summit: CPC Strategy](https://reader036.fdocuments.in/reader036/viewer/2022081520/5879bd571a28abb42a8b4891/html5/thumbnails/30.jpg)
Live Q&ASubmit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
www.CPCSt ra te gy.c om | 61 9 .5 01 .613 8 | con tac t@cpc s t ra tegy.com
Apply For A Free 60 min. Channel Evaluation
Pat PetrielloSenior Marketplace StrategistCPC Strategy
Jeff ColemanDirector, Account ManagementCPC Strategy