The 2017 Amazon Virtual Summit: Day 3

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Amazon Marketing Services – The New Frontier Optimizing Your Sponsored Product Ads Leveraging Other People’s Traffic Creating Promotions that Convert Live Walk-Through and Open Q&A

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THE 2017
Amazon
VIRTUAL SUMMIT
Presented BY:

AMAZON SUMMIT LOGISTICS
11am PST / 2pm EST EACH DAY
3-DAY EVENT | 2/28, 3/1 & 3/2
ALL 3 DAYS ARE BEING RECORDED & SENT OUT
HAVE A QUESTION? SUBMIT IN CHAT BOX
MORE RESOURCES IN ‘HANDOUTS’ SECTION

AMAZON SUMMIT LAYOUT
Maximizing Your Amazon Product
Discoverability via Content Optimization
Price Wars: Overtaking Your
Competitors On Amazon
Finding More Traffic, Finding More Sales
DAY 3
DAY 2
DAY 1

Find More Traffic, Find More Sales
By: Jeff Cohen

14+ Years
Experience in
e-Commerce
Former
Founder and
GM of
Textbooks.com
Executive
Team Member
of Seller Labs

Amazon Sellers - Software Developers
Over 15,000 Active
Amazon Sellers
Managed Over $7 Billion
Amazon Sales 2016
Started as Multi-Million
Dollar Amazon Sellers

What We Will Learn Today
● Amazon Marketing Services
● Optimizing Sponsored Product Ads
● Other Peoples Traffic
● Generating Promotions
● Q&A

If you don’t tell Amazon
what your product does,
it will never rank for that
term.

For Traffic, You Must
Optimize For Conversion

Top Ranking Product
Horrible Converting Text

Increased Page
Conversion by 10 Points!
Not 10%, 10 Points

Quiz:
Are you using Amazon
Marketing Services?

Getting Started
1. Vendor Central or Vendor Express
2. Get a Purchase Order from Amazon
3. Start Developing Your AMS Ads

Quiz:
Are you using Sponsored
Product Ads?

Traditional PPC Model
Auto Campaigns
(7-10 Days)
Move Good
Performers to Exact
Match
Optimize and Repeat

Auto Targeting
Anything Amazon Thinks
• Fruit cutter
• Pineapple slicer
• Apple slicer
• Kitchen gadgets

Match Type
Broad Phrase Exact
• Slicer for
cutting apples
• Apple cutter
• Red cutter for
slicing apples
• Red apple
slicer
• Plastic apple
slicer
• apple slicer
stainless steel
• Apple slicer
• Aple slicer
• 8 apple slicer
• An apple
slicer
Broad Phrase Exact

Traditional PPC Model
1. Cost money to experiment
2. Costs time to get the right keywords
3. Waiting for Amazon to tell you what
works

Auto Target Campaign
Limitations
1. You pay to learn what is good or bad
2. Costs time to get the right keywords
3. Contains ASIN’s
4. Takes a long time due to sales lag

How To:
1. Selected keywords that drive sales to
your product or your competitor
2. Create a phrase or broad campaign
3. Long tail keywords that otherwise would
not be included in your list

Case Study
Launch Amazon PPC bypass
the whole automatic targeting
hassle of finding converting
keywords, and see an overall
ACoS of 20-30% in the first
week! With a lot of the
keywords resulting in 3-10%
ACoS!
“I'm definitely a raging
fan, and I'll be sending
everyone I know that
wants to succeed in this
business straight to
scope as a must have!”

Manual Target
w/Scope Data
Feb 3 – Feb 23

Target Ads
1. Target based on interest
2. Target based on groups
3. Target based on demographics
4. Target based on previous purchases

Coupon Landing Page
1. Promote with a coupon
2. Capture an email address
3. Set a retargeting pixel
4. Build an email list

Tips for Promotions
1. No Promotion In Exchange for Reviews
2. Set Max Order Quantity
(max.sellerlabs.com – free tool)
3. Add interesting photos and compelling
copy

Connect w/Influencers
1. Video – gen.video, famebit, youtube
2. Bloggers
3. Instagram

Sellerlabs.com/summit
May 2 & 3
Atlanta, GA
Live Event for Professional Sellers

PPC Management
SellerLabs.com/Summit
Optimization & PPC
Landing Page

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The 2017 Amazon Virtual Summit: Day 3

1. THE 2017 Amazon VIRTUAL SUMMIT Presented BY:

2. AMAZON SUMMIT LOGISTICS 11am PST / 2pm EST EACH DAY 3-DAY EVENT | 2/28, 3/1 & 3/2 ALL 3 DAYS ARE BEING RECORDED & SENT OUT HAVE A QUESTION? SUBMIT IN CHAT BOX MORE RESOURCES IN ‘HANDOUTS’ SECTION

3. AMAZON SUMMIT LAYOUT Maximizing Your Amazon Product Discoverability via Content Optimization Price Wars: Overtaking Your Competitors On Amazon Finding More Traffic, Finding More Sales DAY 3 DAY 2 DAY 1

4. Find More Traffic, Find More Sales By: Jeff Cohen

5. 14+ Years Experience in e-Commerce Former Founder and GM of Textbooks.com Executive Team Member of Seller Labs

6. Amazon Sellers - Software Developers Over 15,000 Active Amazon Sellers Managed Over $7 Billion Amazon Sales 2016 Started as Multi-Million Dollar Amazon Sellers

7. Get More Reviews!

8. Get More Sales

9. Optimize Your Listings

10. Manage PPC

11. Account Analytics

12. What We Will Learn Today ● Amazon Marketing Services ● Optimizing Sponsored Product Ads ● Other Peoples Traffic ● Generating Promotions ● Q&A

13. Before We Start…

14. We Must Optimize

15. Already learned to optimize for search

16. Poor Listings = Poor Search

17. Marketing Report November 2015

18. Good Listings = Good Search

19. Marketing Report November 2015

20. If you don’t tell Amazon what your product does, it will never rank for that term.

21. For Traffic, You Must Optimize For Conversion

22.

23.

24. Top Ranking Product Horrible Converting Text

25. Reviews Give You The Answer

26.

27.

28.

29.

30. Increased Page Conversion by 10 Points! Not 10%, 10 Points

31. Quiz: Are you using Amazon Marketing Services?

32. Amazon Marketing Services

33.

34. Getting Started 1. Vendor Central or Vendor Express 2. Get a Purchase Order from Amazon 3. Start Developing Your AMS Ads

35. Own Top Real Estate

36. Advantages to AMS

37. Quiz: Are you using Sponsored Product Ads?

38. Traditional PPC Model Auto Campaigns (7-10 Days) Move Good Performers to Exact Match Optimize and Repeat

39. Auto Targeting Anything Amazon Thinks • Fruit cutter • Pineapple slicer • Apple slicer • Kitchen gadgets

40. Match Type Broad Phrase Exact • Slicer for cutting apples • Apple cutter • Red cutter for slicing apples • Red apple slicer • Plastic apple slicer • apple slicer stainless steel • Apple slicer • Aple slicer • 8 apple slicer • An apple slicer Broad Phrase Exact

41. Traditional PPC Model 1. Cost money to experiment 2. Costs time to get the right keywords 3. Waiting for Amazon to tell you what works

42. Auto Target Campaign Limitations 1. You pay to learn what is good or bad 2. Costs time to get the right keywords 3. Contains ASIN’s 4. Takes a long time due to sales lag

43. Now You Can Run Campaigns That Matter

44. How To: 1. Selected keywords that drive sales to your product or your competitor 2. Create a phrase or broad campaign 3. Long tail keywords that otherwise would not be included in your list

45. Use Competitors Data!

46.

47.

48.

49.

50. Case Study Launch Amazon PPC bypass the whole automatic targeting hassle of finding converting keywords, and see an overall ACoS of 20-30% in the first week! With a lot of the keywords resulting in 3-10% ACoS! “I'm definitely a raging fan, and I'll be sending everyone I know that wants to succeed in this business straight to scope as a must have!”

51. Case Study

52. Auto Targeted Nov 15 – Feb 3

53. Manual Target w/Scope Data Feb 3 – Feb 23

54. Quiz: Do you run facebook ads?

55. Driving Traffic From Facebook

56. Target Ads 1. Target based on interest 2. Target based on groups 3. Target based on demographics 4. Target based on previous purchases

57. Facebook Ads

58. Coupon Landing Page 1. Promote with a coupon 2. Capture an email address 3. Set a retargeting pixel 4. Build an email list

59. Tips for Campaigns

60. Tips for Promotions 1. No Promotion In Exchange for Reviews 2. Set Max Order Quantity (max.sellerlabs.com – free tool) 3. Add interesting photos and compelling copy

61. Connect w/Influencers 1. Video – gen.video, famebit, youtube 2. Bloggers 3. Instagram

62. Sellerlabs.com/summit May 2 & 3 Atlanta, GA Live Event for Professional Sellers

63. PPC Management SellerLabs.com/Summit Optimization & PPC Landing Page

The 2017 Amazon Virtual Summit: Day 3

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