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THE Q4
AMAZON VIRTUAL
SUMMIT
Q4 Summit Details
Day 1 | THE TRUE PHILOSOPHY OF ATTRACTIVE AMAZON LISTING
OPTIMIZATIONS
Day 2 | BRICK BY BRICK: BUILDING OUT YOUR Q4 AMAZON
ADVERTISING STRATEGY
Day 3 | WINNING Q4 WITH DATA-DRIVEN BUSINESS DECISIONS
Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists
Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy
Today’s Speaker
Pat Petriello
Head of Marketplace Strategy
Copyright 2017 - Q4 Amazon Virtual Summit
Day 1
THE TRUE PHILOSOPHY OF
OPTIMIZED AMAZON LISTINGS
Today’s Agenda
❏ Amazon’s Ranking Algorithm Unpacked
❏ Foundational Listing Optimizations
❏ Leveraging Enhanced Branding & Content Opportunities
❏ Don’t Sleep on Mobile
❏ Live Q&A
Copyright 2017 - Q4 Amazon Virtual Summit
BONUS:
Live Amazon SERP
Walk-Through
Amazon’s Ranking Algorithm
Unpacked
Amazon Advertising: Amazon Internal Data
Who is the Audience for Amazon Content?
Copyright 2017 - Q4 Amazon Virtual Summit
2017 Q4 Amazon Virtual Summit - CPC Strategy
Foundational
Listing Optimizations
Product Title Best Practices
✓ Each individual word in the Product Name (Title) is indexed on its own, meaning a concise and relevant title will
drive traffic to your product.
✓ Make sure to include the brand, material, size, color, product type, and meaningful descriptive keywords in
your product title for all of your products.
✓ Optimal title lengths are between 80 and 200 characters, although this does vary by category, and are being
policed more aggressively by Amazon.
Copyright 2017 - Q4 Amazon Virtual Summit
Vertical Style Example
Cookware, Cutlery Brand + Line + Size+ Product Type Calphalon Professional Hard-Anodized 8-1/2-Quart
Saucier with Lid
Cook’s Tools & Gadgets Brand (+ Model Number if necessary) + Model
Name + Product Type, Color
Vacu Vin Wine Saver Gift Pack, White
Small Appliances, Home
Environment
Brand + Model Number + Model Name + Product
Type, Color
KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire
Red
Tableware Brand + Pattern + Product Type, Amount Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for
4
Bedding Brand + Line/Pattern + Thread Count + Material +
Size + Product Type, Color
Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet
Set, Halo
DVD Players Brand + Model Number + Size + Product Type +
Screen Style (if needed) + (Color/Pack Size)
Panasonic PV-D4743S Progressive Scan DVD/VCR Combo
(Silver)
Video Games Brand + (Model Number if unclear what product is)
+ Product Type + (Platform)
Thrustmaster Freestyler Bike (PC)
Examples of Amazon Title Formulas for Categories
Copyright 2017 - Q4 Amazon Virtual Summit
Understanding What Works
A
B
Copyright 2017 - Q4 Amazon Virtual Summit
Product Feature Bullet Points
Information provided in the product feature bullet points are indexed by Amazon and searchable by
customers. You have a 500 character maximum length per bullet point.
Bullet Points Best Practices
✓ Include keywords you want to rank for.
✓ Highlight crucial product features to give customers the confidence to make a purchase decision.
✓ Be certain your bullet points are describing the product and are not seller specific.
✓ Highlight the five key features you want customers to consider, such as dimensions, age appropriateness,
ideal conditions for the product, skill level, contents, country of origin, and so on.
✓ Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your
products.
✓ Leave your customers feeling confident that your product solves their problem.
✓ Bullet Points get indexed by A9.
Copyright 2017 - Q4 Amazon Virtual Summit
Product Description
Product Description Optimizations
1) No Seller name
2) No E-mail address
3) No Website URL
4) No Company-specific information
5) No Details about another product that you sell
6) No Promotional language such as “SALE” or
“free shipping”
7) Description gets indexed by A9
Copyright 2017 - Q4 Amazon Virtual Summit
Product Description
A
B
Copyright 2017 - Q4 Amazon Virtual Summit
UPDATE: Search Term Character Limit 8/24/17
Source: https://sellercentral.amazon.com/gp/headlines.html/ref=xx_headlines_cont_home#5764607882246185978
Copyright 2017 - Q4 Amazon Virtual Summit
Content & Advertising
Copyright 2017 - Q4 Amazon Virtual Summit
Sponsored Product
Headline Search Ad
Product Display Ad
Leveraging Enhanced Branding &
Content Opportunities
2017 Q4 Amazon Virtual Summit - CPC Strategy
Enhanced Brand Content and A+ Content
A+ ContentEnhanced Brand Content
UPDATE: EBC Video
Copyright 2017 - Q4 Amazon Virtual Summit
Amazon Brand Pages going away on October 31, 2017.
Pages that are still linked to Headline Search Ad campaigns will remain active until December 31,
2017. Amazon invites you to build an Amazon store to showcase your products and promote your
brand.
Copyright 2017 - Q4 Amazon Virtual Summit
New Amazon Storefronts
Amazon recently released new storefronts for both Sellers and Vendors. These multi-page
stores elevate customer shopping experience and allow you to showcase your brand,
products, and value proposition.
Source: Amazon Marketing Services
Copyright 2017 - Q4 Amazon Virtual Summit
New Amazon Storefronts
Source: Amazon Marketing Services
Copyright 2017 - Q4 Amazon Virtual Summit
Live Storefront
Copyright 2017 - Q4 Amazon Virtual Summit
Don’t Sleep on Mobile
Amazon Mobile Shopping in the US
51%
Of consumer traffic comes
from mobile & tablet web
browsing
68%
Of time spent with digital
media on an average monthly
basis is on a mobile device
Source: https://advertising.amazon.com/blog/mobile-programmatic
Copyright 2017 - Q4 Amazon Virtual Summit
How Amazon Listings Appear Across the Board
Copyright 2017 - Q4 Amazon Virtual Summit
How Amazon Listings Appear Across the Board
Copyright 2017 - Q4 Amazon Virtual Summit
Schedule Your Amazon Channel Evaluation
cpcstrategy.com/amazon-services
Amazon Advertising & Promotions Management
Listing Optimization, EBC/A+ Content & Storefront Buildouts
Amazon & Strategic Business Consulting
Questions for Pat?
Pat Petriello
Head of Marketplace Strategy
Copyright 2017 - Q4 Amazon Virtual Summit

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2017 Q4 Amazon Virtual Summit - CPC Strategy

  • 2. Q4 Summit Details Day 1 | THE TRUE PHILOSOPHY OF ATTRACTIVE AMAZON LISTING OPTIMIZATIONS Day 2 | BRICK BY BRICK: BUILDING OUT YOUR Q4 AMAZON ADVERTISING STRATEGY Day 3 | WINNING Q4 WITH DATA-DRIVEN BUSINESS DECISIONS
  • 3. Today’s Logistics Session Recording + Slides Will Be Sent Out Join in the Poll Questions! Submit Questions to Our Panelists
  • 4. Overview Founded in 2007 Recognized as a Google Premier Partner 400+ Active Retail Clients Top 50 fastest growing company in San Diego DELIVERING LASTING RESULTS FOR OUR CLIENTS Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing About CPC Strategy
  • 5. Today’s Speaker Pat Petriello Head of Marketplace Strategy Copyright 2017 - Q4 Amazon Virtual Summit
  • 6. Day 1 THE TRUE PHILOSOPHY OF OPTIMIZED AMAZON LISTINGS
  • 7. Today’s Agenda ❏ Amazon’s Ranking Algorithm Unpacked ❏ Foundational Listing Optimizations ❏ Leveraging Enhanced Branding & Content Opportunities ❏ Don’t Sleep on Mobile ❏ Live Q&A Copyright 2017 - Q4 Amazon Virtual Summit BONUS: Live Amazon SERP Walk-Through
  • 10. Who is the Audience for Amazon Content? Copyright 2017 - Q4 Amazon Virtual Summit
  • 13. Product Title Best Practices ✓ Each individual word in the Product Name (Title) is indexed on its own, meaning a concise and relevant title will drive traffic to your product. ✓ Make sure to include the brand, material, size, color, product type, and meaningful descriptive keywords in your product title for all of your products. ✓ Optimal title lengths are between 80 and 200 characters, although this does vary by category, and are being policed more aggressively by Amazon. Copyright 2017 - Q4 Amazon Virtual Summit
  • 14. Vertical Style Example Cookware, Cutlery Brand + Line + Size+ Product Type Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with Lid Cook’s Tools & Gadgets Brand (+ Model Number if necessary) + Model Name + Product Type, Color Vacu Vin Wine Saver Gift Pack, White Small Appliances, Home Environment Brand + Model Number + Model Name + Product Type, Color KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red Tableware Brand + Pattern + Product Type, Amount Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for 4 Bedding Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet Set, Halo DVD Players Brand + Model Number + Size + Product Type + Screen Style (if needed) + (Color/Pack Size) Panasonic PV-D4743S Progressive Scan DVD/VCR Combo (Silver) Video Games Brand + (Model Number if unclear what product is) + Product Type + (Platform) Thrustmaster Freestyler Bike (PC) Examples of Amazon Title Formulas for Categories Copyright 2017 - Q4 Amazon Virtual Summit
  • 15. Understanding What Works A B Copyright 2017 - Q4 Amazon Virtual Summit
  • 16. Product Feature Bullet Points Information provided in the product feature bullet points are indexed by Amazon and searchable by customers. You have a 500 character maximum length per bullet point. Bullet Points Best Practices ✓ Include keywords you want to rank for. ✓ Highlight crucial product features to give customers the confidence to make a purchase decision. ✓ Be certain your bullet points are describing the product and are not seller specific. ✓ Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on. ✓ Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products. ✓ Leave your customers feeling confident that your product solves their problem. ✓ Bullet Points get indexed by A9. Copyright 2017 - Q4 Amazon Virtual Summit
  • 17. Product Description Product Description Optimizations 1) No Seller name 2) No E-mail address 3) No Website URL 4) No Company-specific information 5) No Details about another product that you sell 6) No Promotional language such as “SALE” or “free shipping” 7) Description gets indexed by A9 Copyright 2017 - Q4 Amazon Virtual Summit
  • 18. Product Description A B Copyright 2017 - Q4 Amazon Virtual Summit
  • 19. UPDATE: Search Term Character Limit 8/24/17 Source: https://sellercentral.amazon.com/gp/headlines.html/ref=xx_headlines_cont_home#5764607882246185978 Copyright 2017 - Q4 Amazon Virtual Summit
  • 20. Content & Advertising Copyright 2017 - Q4 Amazon Virtual Summit Sponsored Product Headline Search Ad Product Display Ad
  • 21. Leveraging Enhanced Branding & Content Opportunities
  • 23. Enhanced Brand Content and A+ Content A+ ContentEnhanced Brand Content
  • 24. UPDATE: EBC Video Copyright 2017 - Q4 Amazon Virtual Summit
  • 25. Amazon Brand Pages going away on October 31, 2017. Pages that are still linked to Headline Search Ad campaigns will remain active until December 31, 2017. Amazon invites you to build an Amazon store to showcase your products and promote your brand. Copyright 2017 - Q4 Amazon Virtual Summit
  • 26. New Amazon Storefronts Amazon recently released new storefronts for both Sellers and Vendors. These multi-page stores elevate customer shopping experience and allow you to showcase your brand, products, and value proposition. Source: Amazon Marketing Services Copyright 2017 - Q4 Amazon Virtual Summit
  • 27. New Amazon Storefronts Source: Amazon Marketing Services Copyright 2017 - Q4 Amazon Virtual Summit
  • 28. Live Storefront Copyright 2017 - Q4 Amazon Virtual Summit
  • 30. Amazon Mobile Shopping in the US 51% Of consumer traffic comes from mobile & tablet web browsing 68% Of time spent with digital media on an average monthly basis is on a mobile device Source: https://advertising.amazon.com/blog/mobile-programmatic Copyright 2017 - Q4 Amazon Virtual Summit
  • 31. How Amazon Listings Appear Across the Board Copyright 2017 - Q4 Amazon Virtual Summit
  • 32. How Amazon Listings Appear Across the Board Copyright 2017 - Q4 Amazon Virtual Summit
  • 33. Schedule Your Amazon Channel Evaluation cpcstrategy.com/amazon-services Amazon Advertising & Promotions Management Listing Optimization, EBC/A+ Content & Storefront Buildouts Amazon & Strategic Business Consulting
  • 34. Questions for Pat? Pat Petriello Head of Marketplace Strategy Copyright 2017 - Q4 Amazon Virtual Summit