COVID-19 is causing unprecedented challenges for retailers and brands everywhere. However, there are ways to proactively address the changes COVID-19 will have on your brand in the coming weeks and months when it comes to being a successful Amazon Marketplace seller. Sellers must be able to analyze consumer product data to build effective profitable campaigns and an operational infrastructure in order to outsmart their competitors. Amazon Sponsored Brands and Sponsored Products ads are important for building catalog awareness, driving conversions, and protecting and expanding your brand. Learn how Boldify partnered with Tinuiti to employ these tactics to increase sales by 391%.

1. title
title
Crash Course on Amazon Sponsored
Brands & Sponsored Products
Campaign Strategies to Reach New Audiences & Scale Profitability

2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. 4
COVID-19 Updates by Channel
Tips for Marketers to Implement Now
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
https://bit.ly/COVID19tinuiti

5. Today’s Speakers
Jackie Bui
Associate, Marketplace
Search
Sandi Isozaki
Customer Support Manager
Mike Viskovich
CEO, Boldify

6. 6
1. Amazon Advertising
2. Client Case Study: Boldify
3. Sponsored Products & Sponsored Brands: The Basics
4. Proactively Address Challenges Surfaced With COVID-19
5. Multichannel Inventory Management
6. Live Q&A
Agenda

7. Poll Question
How are you managing your Amazon Search strategy?
○ In house
○ Ecommerce team
○ Agency
○ Technology tool

8. Poll Question
How is your vertical performing with the current environment
with COVID-19?
● Booming - increase in conversions
● Business as usual - not significantly affected
● On hold until the revamp
● Conversions and sales dropping

9. Amazon Advertising

10. PPC: Cost-per-click
You pay for clicks
Display: CPM (Cost per thousand)
You pay for impressions
Amazon Search
Seller Central, Ad Console,
Vendor Central
Sponsored Display Sponsored BrandsSponsored Products Amazon Managed Service Enterprise Self Service
Amazon Advertising
Amazon Display
Demand-Side Platform
(DSP)

11. Client Case Study: Boldify

12. Challenge: Due to time constraints and lack of bandwidth, Boldify wanted to work with
Tinuiti to help them discover missed opportunities within their account. Boldify’s goals
were to reach new audiences, solidify organic ranking, and scale its profitability.
Solution: Tinuiti identified several areas of improvement within Boldify’s account, was
able to boost Boldify’s organic positioning, scale profitability with a low ACoS, and
efficiently boost sales volume each quarter with significant YoY growth.
Boldify, Reaches New Audiences & Increase
Amazon Sales +391% YoY
+387%
Increase In Detail Page
Views
+354%
Increase In Units Sold
+359%
Increase In Total Sales

13. Sponsored Products & Sponsored Brands:
The Basics

14. Understanding Your Goals Before Structuring Campaigns
1. Volume & Speed
○ You can grow volume quickly by maximizing exposure & impressions
through aggressive bidding, but you're going to sacrifice efficiency.
2. Efficiency & Speed
○ You can increase efficiency quickly by cutting out wasted spend which
entails cutting bids on inefficient keywords & pausing poor keywords
altogether.
3. Volume & Efficiency
○ You can increase both volume & efficiency in any advertising campaign, but
not on day 1.

15. Sponsored Brands & Sponsored Products
sSponsored Products Organic Ranking
Sponsored Brands

16. Sponsored Brand Campaign Structure
Sponsored Brand Ad (SB)
Typically appears at the top of the Search Engine Results Page
MANUAL
Converting keywords/ASINs from search term
reports or external keyword research.
Mid to upper funnel strategy used to drive
awareness.
KW Targeting
Broad, Phrase, Exact,
Negative Phrase/Exact
ASIN targeting & Cat. SubCat.
Targeting
16

17. Sponsored Product Campaign Structure
Sponsored Product Ad (SP)
AUTOMATIC
(EAT - Enhanced Auto Targeting )
Have 4 different targeting groups and bids can be set
at the individual targeting group level.
MANUAL
Converting keywords from search term reports or
external keyword research. Lower to mid-funnel
strategy.
Substitutes Complements
Close Match Loose Match
KW Targeting Product Targeting (PT)
Broad, Phrase, Exact,
Negative Phrase/ Exact
ASIN targeting & Cat. SubCat.
Targeting
17

18. Manual & Automatic Campaigns
Manual
● Goals will determine ad group differentiation
● Sellers can add up to 1,000 keywords per ad group
Automatic
● Data Harvesting
● Give all your products a chance to perform
● Actions are driven by your company’s goals

19. Keyword Match Types

20. The Search Term Report

21. How to Approach ACoS by Goals

22. In its simplest form, ACoS is calculated by the following:
ACoS = 100 ( [total ad spend] ÷ [total sales] )
Factors that play into your ACoS
● Product’s Price & Margins
● Granular Campaign Structure
● Ad Content
● Lifetime Value & Ranking
● Newness
● Product Detail Page Content (Reviews, Rating)
● CPC
How to Calculate ACoS

23. Visibility
Goal: High Visibility
Solution: Increasing Impressions & Clicks
Levers to achieve this goal:
● Bids - High (above average)
● Keywords - Broad Approach (non-branded/generic)
● Spend Allocation - “Always-On” Philosophy
● Ad Types - All
● Content - Well-Hydrated (EBC/A+ Content, Images, Bullet Points,
Product Description, Storefront)
To gain impressions
& brand awareness

24. Goal: High Profit
Solution: Low ACoS
Levers to achieve this goal:
● Bids - Average Converting CPC (Market Approach)
● Keywords - Efficient Harvesting (branded/non-branded)
● Spend Allocation - Top-Performing Campaigns
● Ad Types - Sponsored Products
● Content - Well-Hydrated (EBC/A+ Content, Images, Bullet Points,
Product Description, Storefront)
Profitability (& Ad Efficiency)
Use later in
product’s life, once
you have reviews
Be aggressive:
Consider best- seller
campaigns for best
performers

25. Goal: High Sales
Solution: High Order Volume
Levers to achieve this goal:
● Bids - Maintain Market Share (Aggressive)
● Keywords - Performers (branded/non-branded)
● Spend Allocation - ASIN-Focused
● Ad Types - All
● Content - Well-Hydrated (EBC/A+ Content, Images,
Bullet Points, Product Description, Storefront)
Sales Volume
To sell-through as
much product as
possible

26. Boldify Goals & Strategy

27. Dynamic Bidding Strategies
Dynamic Bids -
Up and Down
Dynamic Bids -
Down Only
● Amazon will increase your bids in real time for clicks that may be more likely to
convert to a sale, and reduce them for clicks that may be less likely to convert
to a sale.
● Consider leveraging an up and down bidding strategy for campaigns operating
below ACoS goal and for sales volume focused campaigns.
● Amazon will reduce your bids in real time for clicks that may be less likely to
convert to a sale.
● Campaigns created before January 2019 used this strategy, so check to see
which campaigns are currently using a down only strategy.
Fixed Bids
● Amazon will use your exact bid for all opportunities and will not adjust your bids
based on likelihood of a conversion.
● Useful for scenarios such as competitor brand conquesting where Amazon’s
algorithm may determine a low likelihood of conversion

28. Goals & Strategies
Strategies
Goals
● Optimizing product detail page and brand store content
● Campaign restructuring (autos & manuals, branded, non-branded &
competitor targeting, utilizing all match types)
● Leveraging Amazon reports to conduct converting keyword and ASIN
harvests
● Implementing granular bid optimizations throughout the account
● Maximize visibility and volume to solidify organic positioning for core
keywords
● Long-term goal to scale profitability after growing the brand’s reach to
new audiences and boosting organic rank

29. Campaign & Bid Optimizations
Match Types
Campaign Structure
● Implemented broad, phrase, and exact match types with cascading bids
● As our goal was to grow volume, we conducted consistent keyword and ASIN harvests
using Search Term Reports and Brand Analytics Reports to refresh campaigns
● Implemented a clear structure within campaigns, with an auto and a manual for
each product being advertised with targeting broken out by non-branded,
branded, and competitor
● Mirrored ad groups between the auto and manual allowed for more granular
analysis of which targeting worked best for a particular ad group/product
Bid Optimizations
● Use Tinuiti’s proprietary technology, CAPx, to auto-optimize towards our
account goals on the backend
● Make granular, manual adjustments to bids using different lookback windows
to account for slow bleeders and to look at performance more holistically

30. Product Targeting Strategy
PT ads enable us to target ASINs and Categories with Price Range, Brands, Review Rating and Other Refinements
● Identify converting ASINs from Search Term Reports to target within manual campaigns
● Leverage Brand Analytics Reports to discover products that are commonly looked at or purchased along with your product
Defensive Strategy
• Placement = your product listings
• Advertise = another product from your brand’s catalog
Offensive Strategy
• Placement = competitors’ listings
• Advertise = your brand’s similar or complementary product
30

31. 31
Content Optimizations

32. Amazon DSP Strategy

33. Retargeting to Scale & Reach New Customers
ASIN(S)
Product Views
Amazon Remarketing
Audiences
Lookalikes
Product Purchasers
Advertiser Audiences Negative Targeting
● Purchaser segment
● SnS segment
● Advertiser audiences
purchaser segment
Pixel-based
CRM
SnSS
Brand Purchase
Lookalike
365
Days
90
Days
60
Days
30
Days

34. +359%
Increase in total sales
+354%
Increase in units sold
+387%
Increase in detail
page views
Year-Over-Year Sales Growth

35. Proactively Address Challenges Surfaced With
COVID-19

36. Amazon Coronavirus Prioritization:
What's it Mean for Sellers?
Monitor Inventory
Levels
Fulfillment option will be temporarily
impacted
Identify ASINs that
are at risk of running
out of inventory
Set these
SKUs up as FBM if
you have the
capability
Slow down
conversions and
not sell through
too many units
FBA Brands that
aren't essential
categories are
seeing delayed
shipments

38. ABOUT
SKUBANA
Skubana is a distributed order management platform
powering order fulfillment, inventory operations, and
business intelligence for brands looking to achieve
multi channel profitability.
Our technology synchronizes data from sales channels
including marketplaces and big-box retailers to
warehouses, 3PLs, POS systems and more providing a
single view of all operational workflows from one
cloud-based software.
With Skubana, brands can stay focused on delivering
the best customer experience every time.

39. BOLDIFY’S MULTICHANNEL STRATEGY
Why TWO Channels are Better than ONE
Presented by:

40. Boldify needed an order and
inventory management tool that
could connect seamlessly to
Shopify, Amazon and various
fulfillment points.
MANAGING A
MULTICHANNEL
SUCCESS STORY
Boldify understands that a single sales channel isn’t viable for
long-term success. It limits your ability to reach and retain customers.
● By selling on both Amazon and Shopify, Boldify can capitalize on
marketplace traffic, while also owning a first-party brand experience.

41. By automating manual tasks,
Skubana helps Boldify run its
operations with a leaner team.
Less overhead allows them to
maximize profits, lower COGs,
and reinvest in innovation.
ELIMINATING
MULTICHANNEL
COMPLEXITIES
Skubana is able to remove complexities around replenishment,
inventory management, order fulfillment, and channel profitability.
● Native integrations into top sales channels and fulfillment partners
make it easy to connect into your unique endpoints.

42. INSIDE SKUBANA
From Inventory Management to Automation

43. The inventory dashboard allows
Boldify to see:
● Total # of Units in Stock,
● Available & Locked Units
● Assigned Inventory
● Inventory In-Transit
● Inventory that Needs Attention
MULTICHANNEL
INVENTORY
MANAGEMENT
Boldify can use Skubana to easily identify inventory that needs
attention, find items that need replenishment, and set allocation
rules.

44. SOLD OUT BUT
NOT OVERSOLD.
An important distinction and a big
benefit of using Skubana is to
making sure you don’t oversell.
The system prevents penalization
and suspension from Amazon, not
to mention angry customers from
across sales channels.

45. The Orders dashboard allows
Boldify to see:
● Orders Received and Shipped
● Payment Status
● Aging
● Unresolved Orders
MANAGING
ORDERS ACROSS
CHANNELS
Boldify can use Skubana to get a complete view of all orders regardless
of channel....

46. Think of them as "if/then" statements,
where "if" is the criteria by which you
filter certain orders, and "then" is the
action that is applied automatically to
those orders.
DRIVING
EFFICIENCY WITH
ORDERBOTS
Unique to Skubana, Orderbots are your custom business rules
designed to do the work for you when it comes to fulfilling orders.

47. A basic Orderbot workflow is set up
to route products with specific
Product Labels to the appropriate
vendor, warehouse or FBA.
DRIVING
EFFICIENCY WITH
ORDERBOTS
Vendor A Sells
Component Part 1
Virtual Warehouse puts the
components together.
+
FBA 3PL

48. BUILDING ON
SCALABLE
FULFILLMENT
Since adopting Skubana, Boldify
has been able to eliminate the
need for an in-house warehouse.
Using Orderbot workflows and
direct 3PLs/FBA integrations,
Boldify is able to automate both
fulfillment and replenishment.

49. REINVESTING IN
MULTICHANNEL
SUCCESS
With Skubana it's easy to see
which channels are performing,
and where you should be
doubling down.
The Sales Overview dashboard will show you revenue or units sold
across each sales channel.

50. IDENTIFYING VIP
CUSTOMERS BY
DOLLARS SPENT
This report reveals the value and
frequency of your returning
customers.

51. The Customer Lifetime Value report lets you know how many return
customers you have, and whether you should work on retention.IDENTIFYING
VIPs BY REPEAT
PURCHASES
This report reveals the quantity of
recurring customers you have as
well as their value to your online
stores.

52. Today’s Speaker
THANK YOU!
SANDI ISOZAKI
CUSTOMER SUCCESS, SKUBANA
Contact: info@skubana.com
Twitter: @skubana_erp

53. Key Takeaways
Set your business up for success by investing in your content to improve
ranking and indexing as well as to increase buyer confidence in your brand.
Build clean campaign structures to allow for more granular analysis of
performance data.
Identify your goals for the business and leverage the available ad units to
build your brand. Test new features out and give your strategies the proper
time to perform in order to accurately optimize towards your goals.
A single sales channel isn’t viable for long-term success. It limits your ability
to reach and retain new customers. It also allows others to capitalize off
your brand on channels where you haven’t established a presence.
Outline a plan to lean out cost structures using technology to drive more
automated, and shock resistant operations to stay profitable during crises.

54. Schedule Your 1:1
Amazon Marketplace
Strategy Evaluation

55. Live Q&A
Jackie Bui
Associate, Marketplace
Search
Mike Viskovich
CEO, Boldify
Sandi Isozaki
Customer Support Manager

56. 56
COVID-19 Updates by Channel
Tips for Marketers to Implement Now
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
https://bit.ly/COVID19tinuiti

57. Upcoming Webinars
tinuiti.com/content/
57

58. THANK YOU!