Join us as Anvil’s President, Kent Lewis, walks through detailed optimization and Amazon Marketing Services (AMS) best practices. From this presentation, you will be able to understand the Amazon marketing strategy and increase visibility and sales via Amazon.

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Creating an Effective Presence on
Amazon: Marketing Best Practices
April 25th, 2019
Anvil Media Webinar Series
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis

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Agenda
2
Why Amazon Matters
Strategic Planning
Product Page Optimization
Amazon Advertising
Additional Amplification
Conclusion & Resources
Q&A

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Why Amazon Matters

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Amazon Matters
— 56% of product searches start on Amazon (Kenshoo)
— Shoppers start product research nearly 2X more
often on Amazon than Google (Bloomreach)
— Nearly 9 in 10 consumers check Amazon even if they
find a product they want on another retailer’s site
— Amazon has 300M active users and 2M sellers
— Amazon owns 5%+ of the retail market
— Amazon’s conversion rate is 3x industry (15%)

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Amazon = Google + Facebook
— Amazon did $10 billion of ad revenue in 2018 and
grew 97% YoY in Q4
— While Advertising & Amazon Web Services
accounted for only 15% of Amazon’s Q4 revenue,
they accounted for 33% of revenue growth
— Global ad sales alone, for instance, are over $500
billion, meaning Amazon still has less than 2%
market share
— Amazon is expected to grow its advertising business
from $10B to $50B over the next few years

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Amazon Benefits
— Create or increase brand awareness
— Generate meaningful revenue via a new channel
— Test new products
— Expand to new demographics
— Control or influence your brand perception
— Position against your competitors

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Amazon Challenges
— Amazon is ultimately in control
— Margins can be compressed, if not negative
— Brand can be eroded by sellers, product and service
— Limited direct relationship with buyers
— Success or failure can be determined by competitors

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Strategic Planning

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Competitive Benchmarking
— Catch up or get ahead of your competition
— Understand where the bar has been set & adjust
— Respect the (retail/distributor/wholesale) channel

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Keyword Research
— Understand your audience (beyond Google)
— Utilize various keyword tools & suggested search
— SEMrush, Jungle Scout, KeywordTool.io, WordStream, Sonar

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Pricing Strategies
— Pricing is a significant ranking factor in Amazon search
— $56B of Amazon’s $62B in sales are triggered by the Buy Box
— Seller Central offers automatic bidding
— Leverage “beat the lowest Fulfilled by Amazon price by X”
— Test Lightning Deals, Early Review Program & bundles
— Monitor & manage closely!

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Fulfillment Options
— Three primary options, each has benefits
— VendorCentral: wholesaling to Amazon (least control)
— SellerCentral/FBA: using Amazon as your merchant platform (some
control)
— MerchantDirect: using Amazon as a hosting platform (full control)

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Product Page Optimization

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Performance Factors
— Sales history (Sales Rank)
— Customer reviews
— Questions answered
— Conversion rate
— Customer retention
— Product listing completeness
— Click-volume
— Product pricing
— Product availability
— Product options (model, color, features, etc.)

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Performance Factors: Reviews
— Review ranking factors:
— Volume of reviews
— If a product is purchased at a discount
— The age of the review
— How helpful the review has been, based on visitor feedback

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Relevance Ranking Factors
— Brand Name: this field is linked to other products by the same brand
— Product Listing Title: brand, model, name, features, colors and sizes
— Product Descriptions: keyword-infusing all form fields in product listing
— Product Description: ideally bullet point format vs. paragraphs
— Field Keywords: appear in the product URL
— Nodes: identify product category relationships (Root > Parent > Leaf
structure)
— Field-BrandTextBin: this field is dedicated to brand name and can be
measured
— Line of the Product: additional opportunity to help categorize the product
— Color: self-explanatory, more selection is often better
— Material: don’t forget to include all materials incorporated into the product
— Size or Dimensions: essential, especially for furniture, appliances and
electronics
— Quantity: minimize returns by outlining the number of products included in
the package

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Relevance Ranking Tips
— It’s essential to incorporate relevant keywords across all relevant
fields mentioned above
— The current keyword character limit is 250 (not including spaces or
punctuation)
— The length limit applies to the total content in all generic keyword
fields, with a max of 5 attributes
— Do not include keywords that are not descriptive of the product
— Do not include brand names (even your own) or other product
identifiers
— Do not duplicate content that is present in other attributes, such as
title and bullet points
— There is no need to repeat keywords; once is enough
— Use keywords that are synonyms, hypernyms, or spelling variations of
content in visible attributes

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Amazon Advertising

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Amazon Advertising Products
— Product Display Ads: cost-per-click product or interest targeted display ads
that drive traffic to a product's detail page
— Sponsored Brands (formerly Headline Search Ads): keyword-targeted, cost-
per-click ads that allow brands to promote custom headlines, their brand's
logo, and featured ASIN images and drive traffic to their Store or a curated
page that showcases their brand and products on Amazon.
— Sponsored Products: targeted ads that allow you to advertise individual
products you sell on Amazon.com.

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Amazon Sponsored Products
— Targeted ads that allow you to advertise individual products you sell on
Amazon.com
— When a shopper searches using words or terms relevant to your campaign,
your ad can appear above search results and other placements
— Behaves similar to Google AdWords with ad rank, exact, phrase and broad
matching capabilities

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Amazon Sponsored Brands
— Sponsored Brands are ads that feature your brand logo, a
custom headline, and up to three of your products
— These ads appear on search results and help generate
recognition for your brand and product portfolio

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Amazon Stores
— Promote your brand and products with your own multi-page Store on
Amazon for free
— Create pages for your products and categories using predesigned templates
or drag-and-drop tiles
— Add videos, text, and images to tell your brand story and show your
products in action
— Create a unique, easy-to-remember Amazon URL
— Store Insights provide powerful understanding of sales and traffic sources

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Amazon Product Display Ads
— Cost-per-click product or interest targeted
display ads that drive traffic to a product's
detail page
— Product Display Ads utilize product or
interest targeting to deliver highly relevant
ads to shoppers with certain interests or
shoppers who are actively viewing specific
products
— Your ads can appear on the product detail
page, on the right rail of search results, at
the bottom of search results, on the
customer reviews page, on the read all
reviews page, at the top of the offer listing
page and in Amazon-generated marketing
emails such as follow ups and
recommendations

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Amazon Video Ads
— Tell your brand story with high-quality video content in trusted,
brand-safe environments on Amazon sites like IMDb, devices like Fire
TV, and across the web.
— Businesses can buy video ads whether or not they sell products on
Amazon
— Self-service Amazon DSP users can buy and manage their own video
campaigns ($35K minimum spend)
— Those seeking a managed-service option or can work with our ad
consultants (like Anvil)

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Other Products (for Big Brands)
— Custom ads: high-cost, high-profile campaigns
— Amazon DSP: programmatic ad platform (ala AdSense)
— Amazon’s Seller Eligibility Criteria include two primary requirements:
you must have an active professional seller account and enroll in
Amazon Brand Registry to use most advertising offerings

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Ad Management Options
— Amazon Bid+: automatically boost ad group or keyword bids
— Amazon DSP: buy ads across the network programmatically
— Third party platforms (Sellics, Kenshoo, SellerEngine)

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Measurement: Know Your Numbers
— Understanding your break-even Advertising Cost of
Sale (ACoS) will guide your campaigns
— As a key performance indicator, the ACoS indicates the
ratio of ad spend to targeted sales

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Case Study: Icon Time
— Took over management of Amazon in November
— Optimized product pages and built out advertising
— Results (November 2018-January 2019)
— Spend: increased by 732%
— Impressions increased by: 333%
— ACOS increased by: 304%
— Orders increased by: 233%
— Clicks increased by: 405%
— CPC increased by: 181%
— CTR increased by: 122%

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Additional Amplification

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Additional Amplification Options
— Corporate website: optimized landing pages & blog
— Email: company & prospect database
— Social Media: profile optimization & organic posts
— Influencer Marketing: leveraging relationships & blogs

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Bonus Amazon Marketing Tips
— Send at least 1 email: confirmation upon order OR a few
weeks after delivery and remind buyers to review your
product
— Amazon allows for basic HTML to be used in the product
description, so take advantage
— Enhanced Brand Content, previously reserved only for
products sold by Amazon, and those sellers in the Vendor
program, is now available for most sellers through Seller
Central
— Don’t forget to manage and curate the Questions & Answers!

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Conclusion
— Build a Store
— Select a fulfillment option
— Consider creating unique products & bundles
— Optimize your product pages
— Increase awareness and sales via Advertising
— Leverage available tools and vendors to maximize ROI
— Augment amplification via external channels

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Resources
– What do effective Amazon marketing strategies look like?
– 7 Ways to Promote Your Amazon Listings and Drive More Sales
– How to Successfully Market Products on Amazon & Think like a Buyer
[2019]
– How to Respond to Online Reviews: Best Practices
– 150 Amazon Statistics and Facts
– Amazon Advertising
– Ahrefs Keywords Explorer 3.0: Re‐Built From Scratch (With More Data)
– Churning Ad Machine Drowns Out Google’s Troubles

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Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis
Thank You! Questions?
– Request a copy: kent@anvilmedia.com
– Reach out with questions!
– Access our Services & Insights sections for more
information (anvilmediainc.com)