Jun 02, 2023 12:00AM
George Barnett Reid
Amazon are luring sellers/brands into a managed service, and I can guarantee it will be utterly shit.
How do I know this?
I hired my team from Amazon India. They know the exact team that will be looking after your account.
And they know the exact level of understanding said members will have. And how many accounts they'll be managing. And how their internal goals will look.
If you're approached with such an offer, which could be a low fixed fee (£625 here) and % of revenue, I'd seriously consider it before jumping in.
The contracts are 6 months as well.
Be careful out there. Amazon are not your friends.
Jun 02, 2023 12:00AM
Amazon's now using AI to identify and remove damaged products from its listings. This move not only raises quality control but could also reduce customer returns. Thanks, The Wall Street Journal.
The Wall Street Journal
➡️ Post | Profile | Read the full article
Company expects artificial intelligence to reduce the number of damaged items moving through fulfillment centers and to speed up deliveries.
Amazon says fewer than one in 1,000 items it handles is damaged, though the total number is significant for the retailer, which handles about 8 billion packages a year.
Jun 02, 2023 12:00AM
Amazon's ramping up seller identity checks. Stamping out counterfeiters by re-verifying seller identities. An inconvenience for some, but a worthy cause in the grand scheme. It's about keeping it legit, making Amazon a safe space for buyers and sellers alike. Thanks, Marketplace Pulse.
Marketplace Pulse
➡️ Post | Profile | Read the full article
Amazon is reverifying the identity and business details of hundreds of thousands of third-party sellers that sell on its U.S. marketplace.
Jun 02, 2023 12:00AM
Competitors raising prices can dent their conversion rates. Creating a prime opportunity for you. By upping bids on these products, you can leverage their vulnerabilities and convert buyers to your brand. Thanks, Mike.
Mike Black
Jeff Bezos once said "Your margin is my opportunity." These words ring especially true when conquesting competitors on the #digitalshelf.
Consumers have a limit to how much they will pay for a product, even if from a trusted brand.
Often times your competitors may not know their brands' price ceiling and they will raise prices such that it negatively impacts conversion rates.
This blinded real example below shows what happened to a home durable MFR's conversion rates when they significantly increased Amazon prices this time last year due to inflationary pressures.
This is your moment to strike. 👊
By increasing bids on competitor products that have raised prices you can capitalize on their conversion vulnerabilities and increase your odds of converting new buyers to YOUR brand.
Price increases are a natural part of dealing with #inflation -- and guess what? Inflation is sticking around.
So it's likely competitors may still need to raise #ecommerce prices.
The only question is:
Are your hands-on keyboard #retailmedia teams and programmatic bidding tools equipped with the right #digitalshelfanalytics to strike while the iron is hot? 🔥
Jun 02, 2023 12:00AM
Amazon's economic impact in the UK has been huge in 2022. From contributing £3.6bn in taxes and investing £12bn to creating a workforce of 75,000 employees and supporting over 100,000 UK SMEs. The ripple effect is immense, and it's just the beginning. Thanks, John.
John Boumphrey
Amazon has been investing and growing its presence in the UK over the past 24 years, and today, I want to share a snapshot of our economic impact across the country in 2022…
✔ Our total tax contribution was more than £3.6bn, with analysis from PwC benchmarking our contribution for 2022 in the UK’s top 15 taxpayers
✔ We invested over £12bn in the UK (a total of more than £56.7bn since 2010!)
✔ Including £1.6bn+ investment in infrastructure, as we continued to fit out our fulfilment centres with the latest robotics technology
✔ We have a total permanent workforce of around 75,000 employees, making us one of the top 10 private sector employers in the UK
✔ Over 100,000 UK-based SMEs now sell their products in Amazon’s stores across the world – SMEs who have also supported 250,000+ jobs in the UK to date
✔ We opened our first development centre in Swansea in Wales, the new home to Veeqo, which provides software for sellers on Amazon
I’m incredibly proud of the positive ripple effect Amazon is making through the UK economy, as well as all of our teams across the UK who have made this impact possible.
Take a look here for a better understanding of our UK business and how we support the communities where we operate: https://lnkd.in/erP-2qQf
Jun 02, 2023 12:00AM
Break the $25 barrier on Amazon and bag free shipping for non-prime customers. An extra 2 cents on a $24.99 product could entice more buyers, boosting sales. Subtle pricing strategies can make big differences. Thanks, Mansour.
Mansour Norouzi
💡 Amazon Pricing Strategy: Breaking the $25 Barrier
Amazon offers free shipping for non-prime customers on orders over $25. If you're pricing your products just under that $25 mark, it might be worth considering a slight bump up.
Free shipping can be a game-changer.
Let's take an example. In the attached image, a Dog Vitamin product is priced at $24.99, falling just short of the free shipping threshold.
Just by adding an extra 2 cents to the price, it becomes eligible for free shipping. This small adjustment could potentially attract more non-prime customers who value free shipping, and thereby boost your sales. 🚀
It's these subtle pricing strategies that can sometimes make a big difference. So, if your product price is dancing around that $25 mark, don't be afraid to step over the line - it might just work in your favor.
Has anyone experimented with this strategy? I'd love to hear about your experiences and insights. 🗨️
Jun 01, 2023 12:00AM
BIG BAT BOX is reinventing bat homes with style. Their competition can't keep up. Thanks, Evan.
Evan Swanson
BIG BAT BOX is crushing their market.
— Evan Swanson (@EvanSwanson_FBA) May 30, 2023
They make bat homes sexy.
And their competitors aren't even close.
Take a look at... pic.twitter.com/ALqo9tF3KC
May 30, 2023 12:00AM
Amazon’s brought 'Cost Control' into Sponsored Display Campaigns. No more manual bid editing - set your desired outcome and let Amazon do the bidding. Thanks, Yogesh.
Yogesh Kumar
🚀 #amazonadvertising #feature #addition🚀 Amazon Introduce "Cost Control" feature in Sponsored Display Campaigns.
➡️ A new update has been introduced for the sponsored display campaign on Amazon Advertising, which aims to provide better control over costs. This update includes a feature called "Sponsored Display Cost Controls" that allows advertisers to set budget limits and adjust bids for their sponsored display campaigns.
➡️ With Sponsored Display Cost Controls, you can inform Amazon about the desired outcome you want to achieve for a primary metric, and Amazon will handle the bidding process to help you reach that outcome. You can specify a specific value for the metric, and Amazon will optimize the campaign settings to try and stay at or below that value. According to Amazon, It may take up to 72 hours to see the desired result.
➡️ It's important to note that when you set a desired outcome for a primary metric, manual editing of bids is not possible. Amazon will take care of optimizing the bids to meet the desired outcome you have specified.
➡️ IMPORTANT: If you intend to utilize both the "Optimize for Conversion" optimization strategy and the "Cost Control" feature simultaneously, it is crucial to place a minimum bid of $5 in order to generate a single order. Therefore, to effectively utilize both features concurrently, it is imperative that you advertise a product for which you can afford to spend minimum of $5 per order.
May 30, 2023 12:00AM
Amazon rolled out new budget rules for Sponsored Brands. Now you can steer your budget based on Top-of-search Impressions share % and % of New-to-Brand sales. Thanks, Himanshu.
Himanshu Verma
👉 New budget rules for SB, based on Top of Search & New to Brand metrics
The new options are rolled out for SB Ad type atm.
You can now set up budget rules based on your Top-of-search Impressions share %, and % of New-to-Brand sales, apart from ROAS.
May 30, 2023 12:00AM
Amazon's AI is now playing spot the difference with similar products. They're popping up on your product images as white-circled suggestions. And they're not for sale - these recommendations are organic, at least for now. Thanks, Yogesh.
Yogesh Kumar
🚀 #amazonadvertising #feature #addition🚀 Amazon Introduce "Tagging of Similar & Substitute Product on Image"
➡️ I have recently observed that in Furniture Category, Amazon is utilizing its AI technology to provide recommendations for similar and substitute products.
➡️ This is done by tagging other similar & substitute products in the product image with a White Circle Icon.
➡️ It's important to note that these suggestions are organic, meaning they are not influenced by sponsorships or paid promotions. However, it is possible that in the future, Amazon may introduce sponsored recommendations.
➡️ It can be an excellent method for showcasing our products on the product image of our competitors if amazon make it sponsored.
I'm curious to know your thoughts on this feature.
May 28, 2023 12:00AM
Average sales on Amazon? Take it with a pinch of salt. Amazon claims U.S. indie sellers averaged over $230K in 2022. But remember, averages can be skewed by outliers. The median might tell a different story. Thanks, Jon.
Jon Derkits
Amazon: "U.S. independent sellers averaged more than $230,000 in sales in Amazon’s store in 2022."
Me: "For non-symmetric distributions that have outliers, the median, not the average, is often the preferred measure of central tendency."
May 27, 2023 12:00AM
Budgeting just got smarter on Amazon. Amazon's stepped up its game by allowing SB (including video) budget rules to be set based on top-of-search impression share % and % of sales NTB. Not yet on SP, though. Thanks, Prem.
Prem Gupta
TOS & NTB based budget rules for SB
➡️Now you can setup a budget rule based on your Top-of-search Impressions share % and % of sales NTB.
➡️These performance metrics are currently available only for SB (including video) budget rules.
➡️SP budget rules performance metrics are same i.e. ACOS, CTR, CVR & ROAS.
May 27, 2023 12:00AM
Slow and steady wins the PPC race. Our consistent strategy pumped up monthly PPC sales by 4.7x, even dropping ACOS by 10%. We did it by using a solid campaign structure, best practices like bid optimisation and negative targeting, bespoke strategies for each product, using Amazon's new features, and optimising listings for conversion. Thanks, Himanshu.
Himanshu Verma
👉 Long-term efforts in PPC can lead to great rewards.
Take this account, for instance, we achieved a 4.7x increase in monthly PPC sales, with 10% lower ACOS.
Not a sudden impact, but an upward growth month-over-month.
✔️ Last year, we started at €2k in monthly PPC sales. Now, we're at €9.4k.
✔️ We've doubled our sales this year vs the same period LY (€3k then, €9.4k now);
✔️ Our ACOS went down by 23%, from 61% to 38%.
✔️ Total sales have gone up by 65% vs LY.
➡️ How did we do it? We focused on the things that matter. Here's a quick summary:
✅ Building a solid campaign structure:
We started with an optimum campaign structure, that would allow us to scale up efficiently (minimum wasted spend).
For this, we set up separate campaigns for each product. Each campaign was split by,
- Target groups; from related to highly relevant.
- Target density; with less than 20 keywords or product targets per campaign; for increased exposure
- match type (Broad and/or Broad modifier, or Phrase, or Exact)
This helped us manage bids and budgets effectively, gain more control, and get more granular data to make informed decisions.
✅ Using best practices
With PPC, there are several best practices that help move in the right direction. These include:
- Regular bid optimization
- Placement level adjustments: Top of Search had higher ROI, we directed most of the spend towards it
- Keywords funnel; from research to ranking
- Negative targeting (on broad, phrase, and auto campaigns)
- A balance between bids and daily budget, to ensure campaigns are not going OOB.
✅ Focused strategies and tracking
- Each product is different, so we used different strategies for each one.
- Some had high click-through rates, while others led to more overall sales.
- We ran a variety of strategies and used all available ad types to reach more shoppers.
- In our reports, we track individual product TACOS (target based on business goals and significance)
✅ Jumping on new features & updates
Amazon has introduced many new features over the past year.
We made the most of these, using things like video creatives, lifestyle images, new contextual targeting, retargeting, and the new dashboard tools for extra insights.
✅ Optimizing listing for conversion
- We made sure each listing was as good as it could be
- We leveraged PPC data to add more search terms
May 27, 2023 12:00AM
Packaging creativity can give your product a life of its own. From form factors to retail marketing and in-store experiences, innovating in packaging can surprise and captivate your customers. Brands that get creative with packaging ideas make their products stand out big time. Thanks, Eye for Retail.
Eye for Retail
There are so many creative ways to surprise and inspire consumers with packaging form factor, in store retail marketing, in store experiences, and product packaging.
— Eye for Retail (@EyeforRetail_) May 25, 2023
Love it when a brand brings a product to life with creative packaging ideas. pic.twitter.com/5tiiXybIo0
May 27, 2023 12:00AM
Amazon's new 'Popular products in last 7 days' boosts high-selling items. Only on mobile, Amazon's rolling out a new spotlight on product pages for items rocking sales in the past week. Thanks, Yogesh.
Yogesh Kumar
🚀 #amazon #feature #addition 🚀 Started sowing Sponsored "Popular products in the last 7 days" on product detail page.
➡️ Amazon has introduced a new section on product detail page called Sponsored "Popular products in the last 7 days."
➡️ This feature is currently visible only on the mobile version of Amazon.
➡️The purpose of this new feature is to provide an advantage to products that have had strong sales in the past 7 days. These products are given the opportunity to be showcased on the product detail page of their competitors.
What are your thoughts on this new feature?
May 27, 2023 12:00AM
Amazon's 'Manage Your Experiments' just got an upgrade. Amazon's rolled out a smoother MYE experience, auto-choosing optimal settings for your A/B tests. More time for crafting content and less for test setup. Thanks, Prem.
Prem Gupta
New simplified ‘Manage Your Experiments’ experience
➡️'Manage Your Experiments' (MYE), a new, more user-friendly experience, has been launched by Amazon. Your A/B tests are now preselected with the ideal settings for you to use. As a result, you can devote more time to producing engaging content that will increase sales and spend less time setting up tests.
➡️The following options are pre-selected when you enter the B-version of your material and click "Schedule Experiment":
👉Duration: Experiment to Significance. The experiment automatically concludes when there’s enough data to declare a winner. Thus, the wait for the entire test duration to conclude is eliminated.
👉Publication: Auto-publish. Once a test concludes, we automatically update your product listing.
👉Start: Once validation completes.
➡️As an advanced user, you can manually update your experiment settings, click the “View Settings” toggle to make changes.
May 27, 2023 12:00AM
Time to rethink your PDP defence strategy. Traditional methods just aren't cutting it anymore. You need SB and SD Video campaigns, a killer Brand Story, plus A+ and Premium A+ content. Thanks, Prem.
Prem Gupta
Why aren't conventional defense campaigns sufficient to protect your PDP?
➡️You are undermining PDP if you continue to rely on conventional defensive efforts to defend your ads.
➡️The defensive requirements have changed, ads & ad placements have been totally updated. In order to properly defend PDP, you must create:
👉SB Video campaigns - Due to their proximity to the review section, SBV ad placements are quite crucial. If you are not defending that positioning with SBV defense advertisements, you will lose the sale to your competitor who is presenting high-quality video because 90% of customers read reviews.(https://lnkd.in/gHBFaVc4)
👉SD Video Campaigns - SDV placement is quite distracting and close to the product. There is a greater than 50% risk that you will lose a sale because of an alluring video if you are not defending through SDV.(https://lnkd.in/gFEJvP8h)
👉Brand Story - Brands have been choosing the Brand story page since the beginning because it is free and open to everyone. A strong brand story can help you increase brand recognition. It benefits you to inform people about your brand's heritage, core principles, and product offerings.(https://lnkd.in/gXx_CnaT)
👉A+ & A+ Premium - A+ and Premium A+ content enhances the products content that can be added to Amazon product detail pages to provide additional information and improve the shopping experience for customers.(https://lnkd.in/gwNjQbhg)
May 23, 2023 12:00AM
New 'Based on your recent views' Sponsored Category on Amazon. This is seen by shoppers who've engaged with your Sponsored Product ads recently. No retargeting option, but a better click-through rate will get you more ad impressions. Thanks, Himanshu.
Himanshu Verma
👉Spotted another Sponsored category on Amazon this week:
“Based on your recent views”
Interestingly, these are SP ads where we don’t get retargeting option.
Shoppers see it if they engaged with your SP ads recently.
This is another benefit of a good CTR, that can help you occupy more of these placements and get more ad impressions.
May 23, 2023 12:00AM
Clever packaging from Berg. Thanks, Eye for Retail.
Eye for Retail
Berg. Clever packaging and brand system. pic.twitter.com/YrYVD34Pbl
— Eye for Retail (@EyeforRetail_) May 22, 2023
May 23, 2023 12:00AM
Subscribers boost. We tested Amazon's Subscribe and Save Coupon and, voila, sales are up, conversions are better, and our subscriber count's spiked. Thanks, Yogesh.
Yogesh Kumar
🚀 91 Product Save & Subscriber within 12 Days Without any efforts🚀
We recently tested the new Subscribe and Save Coupon that I mentioned in a recent post (http://bit.ly/3q0nhHN).
➡️ The initial outcomes have been highly promising. We have observed an increase in sales, improved conversion rates, and, most importantly, a significant rise in the number of subscribers (91 Subscriber within 12 days).
➡️ Having monthly subscribers is advantageous as it allows for a steady stream of recurring revenue and contributes to expanding our customer base. This success story highlights the importance of seizing new features as they are released, as they can prove to be highly rewarding.
➡️ To stay informed about such features, make sure to subscribe to our weekly newsletter (link provided in the comments section).
May 23, 2023 12:00AM
Amazon's ocean of search terms is vast and varied. Keyword research isn't just important, it's crucial. From hundreds of unique searches, your product can pop up. The more ads you can afford on these searches, the better. Also, finding incremental targets via keyword research helps to discover cheaper and usually, higher CVR targets, allowing for a balance of scale and profitability. Thanks, Destaney.
Destaney Wishon
Keyword Research | Search Term Expansion
How many unique targets do you think drove a sale for ONE ASIN last month?
50?
100?
500?
Are there really THAT many ways for a customer to find your product on Amazon?
Yes.
Yes, there are.
For ONE ASIN in the month of April, 1,526 UNIQUE Sponsored Product targets drove a sale!
THIS is why keyword research matters so much.
Hundreds of different searches can lead a customer to your product detail page.
You should have ads on as many of them as you can afford.
A few additional callouts -
🔶 For the top 20 sales driving targets, the average CPC was $6.45
🔶 For the top 20 sales driving targets, the average RoAS was $3.34
🔶 1408 unique targets drove less than 2 orders a month
🔶 Of those 1408 unique targets, the average CPC was 2.12 CPC
🔶 Of those 1408 unique targets, the average RoAS was $6.7
Keyword research allows you to expand your reach and find incremental targets that are MUCH cheaper than average, and usually, higher CVR targets.
(Cheaper targets + Higher CVR = Higher RoAS)
This allows us to strategically distribute the budget in a way that maximizes scale AND profitability.
May 21, 2023 12:00AM
From losing cash to profitable PPC. A budget-constrained, single-product account mastered keyword research, strategic campaign launch and optimization to flip the script. Thanks, Yogesh.
Yogesh Kumar
Within 4 Month
➡️ From loss of -£59 ==> £7,445 Profit
➡️ From TACoS of 30.20% ==> 7.86%
➡️ From Organic % of Total Sales of 65.10% ==> 85.39%
Here is a small case study of a single-product account that achieved growth solely through Amazon PPC, despite having a limited budget.
➡️ Category: Health Supplement
➡️ Number of Product: 1
P.S: The client's sole focus is on profitability.
I have successfully improved the organic ranking for several high-volume keywords by utilizing PPC (Pay-Per-Click) advertising.
Allow me to outline the steps I took and provide examples of the straightforward campaigns I created, which yielded positive outcomes.
#1. DEEP DIVE KEYWORD RESEARCH: I conducted in-depth keyword research for the product using Cerebro (H10) and Brand Analytics. I categorized the keywords into the following groups and put the cpc bids accordingly:
➡️RANK KEYWORDS : These are the keywords I aim to rank for.
➡️HIGHLY RELEVANT KEYWORDS: These are shoppable keywords that are highly relevant to our product, such as "marathon uk 8 shoes for girls".
➡️RELEVANT KEYWORDS: These are shoppable keywords that are related to our product, but not as closely as the highly relevant keywords. For example, "marathon shoes for girls".
➡️GENERIC KEYWORDS: These are keywords that are loosely related to our product, such as "shoes for girls".
#2. LAUNCH CAMPAIGN: The campaigns that were created while using the above keywords are :-
➡️Sponsored Product - Exact Match, Phrase Match & Broad Match Modifier
➡️Sponsored Brand Video - Exact Match, Phrase Match & Broad Match Modifier
➡️Sponsored Product - Other Product ASIN Targeting ( with review < Our product | Price > Our product)
➡️Sponsored Display - Other Product ASIN Targeting ( with review < Our product | Price > Our product)
#3 OPTIMIZATION: I did regular campaign & bid optimization every week with our inhouse tool.
May 20, 2023 12:00AM
Your 5-minute roundup. Twisted x Pepsi's tantalising campaign showing off the perfect football-Pepsi MAX pairing; Cannes, Amazon Port's content and early-bird planning tips; Bulksheets update with custom bids for Auto Campaigns; Amazon Ads' new daily budgeting policy; and a candid look at Amazon Storefront best practices by yours truly. Thanks, Jeffrey.
Jeffrey Cohen
A quick 5 for your Friday. What's getting you excited? Our industry moves at such a fast pace, here's a chance to slow down and see what you missed this week.
1) Twisted x Pepsi - maximizing mealtimes through mouth-watering content to help customers see that football and Pepsi MAX really are an amazing pairing. Check out this innovative campaign (source: Piers Heaton-Armstrong) https://lnkd.in/eXp7HijS
2) Cannes, Amazon Port and more - The event starts in 1 month. Planning ahead is key. Check out all the great content at Amazon Port. Many sessions are sold out but will be seated on a first come-first serve basis, so show up early. Mark Pasetsky did a great write up on the larger event and some content to consider. https://lnkd.in/eWmNds5T
3) Bulksheets update - You are now able to define a custom bid to each expression type for Auto Campaigns. This feature was the result of community feedback, so keep sharing more. (source: Dustin Wassner) https://lnkd.in/eRJrTSsi
4) New sponsored ads daily budgeting policy and options - Amazon Ads has updated the daily budgeting policy for Sponsored Products, Sponsored Brands and Sponsored Display, allowing you to spend up to 100% more than the average daily budget on any given day. (source: Michelangelo Simonte) https://lnkd.in/ey-thKhg
5) Amazon Storefronts are still being used wrong by so many brands. George Barnett Reid 👀 did a great breakdown for how each section works and what best practices you should be following. George has a great resource of examples that you can tap into. https://lnkd.in/e5aCDNA9
May 20, 2023 12:00AM
Amazon's shaking up ad placement. It seems Amazon is blending Sponsored Products into spots only for Sponsored Display or DSP. They're testing SP in new areas, which might tie in with rumoured AI chatbot plans. Thanks, Danilo.
Danilo de Castro Alvares
🚨IMPORTANT AMAZON ADS PLACEMENT UPDATE! 📢
If you thought the ad highlighted in red below was a Sponsored Display or REC DSP, think again! 😮
Today, while reviewing competitors' PDPs for a client launch, I made a surprising discovery. The same client, who hadn't even started running SDs or DSP yet, appeared in this placement. It's truly mind-boggling! 🤯
Upon clicking the ad, I realized that it was actually redirected from a SPONSORED PRODUCTS placement! Yes, you read that right! Just to confirm, I tested a few more ads (you're welcome, Bezos), and indeed, this gray-background placement has now become a Sponsored Products placement. Occasionally, you might spot SDs in this placement, which are visually similar except for the white background in the display.
There have been rumors about SP being tested for contextual off-site, and this change seems to align with that. I'm eager to learn how they will handle the overlap between DSP/SDs and SPs. 🧐
Could that be a preparation for its rumored AI chatbot? 🤖 All I know is that if you're still referring to Sponsored Ads as “Search Ads” in 2023, it's time to update your vocabulary! 📚
May 20, 2023 12:00AM
Amazon's Subscribe and Save voucher is a hit! Our tests showed more sales, boosted conversions, and a surge in subscribers in just two weeks! These monthly subscribers are golden geese for recurring revenue and a growing customer base. Thanks, Himanshu.
Himanshu Verma
👉 We tried the new Subscribe and Save voucher I talked about in a recent post,
The initial results look great!
More sales, better conversion, and importantly more subscribers (attached screenshots) within 2 weeks.
Monthly subscribers are a good way to generate recurring revenue and a larger customer base.
It also reinforces how much it can be worthwhile to jump on these new features as they are released.
You're up-to-date on these features if you've subscribed to our weekly newsletter (link in comments).
This week, we tried something new, we shared a deep dive we performed on the YoY CPC trends. Some useful insights to action.
May 19, 2023 12:00AM
George Barnett Reid
79% increase in PPC revenue in 3 months.
All this with 4% drop in avg. ACOS
We started managing this account in Jun-22.
In the first 3 months, we saw:
Monthly PPC sales going up from avg. €3.4k to €6.1k (+79%)
Combined PPC sales increase of €6.7k (compared to 3 months prior) (+60%)
With a stable ACOS, dropped by 1%
Overall in 6 months, we’ve seen
Consistent growth in monthly PPC revenue, reaching €6.4k in Nov-22
Combined PPC sales increase of €18.3k (compared to 6 months prior)
Drop in ACOS by 4%
At a brand level, we’ve seen
14% increase in organic revenue
35% increase in total revenue
How we did it?
We implemented: …
-> Keyword segregation for strategic spend allocation
We started with a thorough KW research and grouped them based on their relevance and conversion
We set up separate campaigns and sub-campaigns for different KW groups
We also set up single KW campaigns for high-converting long-tail KWs
-> Product-focused campaigns
We set up multiple campaigns for each product based on their conversion, CLV, and demand, in line with the business goals.
-> Bid optimization through impressions share analysis
We optimized bids for upscaling high-converting target KWs and products
-> Budget rules
We set up automated budget rules to manage budgets more efficiently, on top of manual adjustments
-> Proper campaign structure split by targeting match type and density
We implemented segregated campaigns for products, target groups, strategies, match types, etc. to scale up effectively.
-> Top of search placements (TOS)
We leveraged dynamic bidding on top of strategic bids to optimize for placement adjustments based on conversion.
-> Strategic targeting to minimize wasted spend
We set up a complete targeting funnel that involves continuous research, testing, and analysis. We then double down on the best working strategies and regularly exclude or minimize spends on irrelevant or poor-performing targeting while also taking into consideration the impact on the overall growth.
May 19, 2023 12:00AM
georges.blog
This week at our Amazon deep dive, we are honing in on the Protein Snacks category. It's a sector where health meets taste, and the A+ content is as dynamic as the flavors offered.
A clear frontrunner has emerged amidst the strong competition - IQBAR. Their A+ page not only grabs attention, but it also converts browsers into buyers. Their deft use of lifestyle images and compelling narratives are a masterclass in customer engagement and conversion.
Verb Energy
Pure Protein
HMR Plan
EHPlabs for Blessed
FROPRO Snack Bar
Vitamin Well for Barebells
Legendary Foods
Bulletproof 360
SimplyProtein
For any brand, it's essential to remember that a well-crafted A+ page isn't just about aesthetics, it's a sales tool. It's your 24/7 sales rep on one of the world's largest marketplaces.
Tomorrow, their storefronts.
What do you guys think about today's A+ deep dive?
Comment your thoughts below!
Book a PPC audit: https://georges.blog/audit
Amazon Design Examples: https://lnkd.in/eHqwyA-H
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May 18, 2023 12:00AM
George Barnett Reid
Are you measuring subscribers?
We're obsessing over it for one consumables client.
As they're in the UK, we have a great idea on LTV and repeat purchase rate. Therefore, we're driving subscriptions hard.
We've recently tested subscribe and save coupons (new) and saw a £500 bump in the first 10 days.
Not just that though, we added 19 additional subscribers when compared to the previous week. Brilliant.
And we then report on it so the client can make well informed decisions.
Our role as advertising managers is to run experiments, reduce your workload, and help you make well informed decisions.
Want to see the opportunities with your amazon ads?
https://georges.blog/audit
May 18, 2023 12:00AM
Amazon's first page: ads dominate, organic listings squeeze in. Compared to last year, "dog toy" search results show similar ad saturation, with 4 of the top 5 sections being ads. Sponsored and organic listings mingle above the fold, followed by 9 rows of pure organic. Thanks, Joe.
Joe Shelerud
First page search results May 2023 vs May 2022.
We updated this visual highlighting sponsored and organic listings for the search term “dog toy.” The blue boxes are ad placements. Orange are organic placements.
Similar to last year, 4 out of the top 5 sections are ads.
Sponsored listings and organic listings seem to be more intermingled “above the fold” in the latest graphic, followed by 9 rows of straight organic listings.
Half of all Amazon purchases are completed in less than 15 minutes.
Pairing this stat with the high performance of those Sponsored Brands and Sponsored Products top of search ads (the first two sections) highlights the importance of making sure your product is top of mind.
Sure, ranking organically is ideal for profitability on Amazon, but the concentration of ads requires a solid advertising strategy to capture more of that top page real estate.
May 18, 2023 12:00AM
Mossy Oak isn't just about camo gear. They're a content powerhouse that's licensing brands. A few tweaks could boost their success: capture emails with incentives, make ads stand out and recommend higher-priced items for bigger AOVs. Thanks, Tim.
Tim Keen
The person in this image is wearing > $1,000 in products…
- $60 pants
- $70 hoodie
- $250 jacket
- $60 bow gloves
- $50 head cover
- $300 backpack
- $150 boots
- $150 bibs
And that's not including the bow!
There are riches in niches, and this niche brand of camouflage is called Mossy Oak.
But they’re a lot more than camouflage.
They’re actually a content business that licenses other brands and gives them exposure to Mossy Oaks massive audience.
I took a look at what they were doing across a few marketing channels and I had a few ideas that might help them.
1. Email capture
When I read their content and bounce around their website, there’s no clear CTA to get my email.
I think a quick, simple email capture with an incentive would greatly increase their subscriber numbers.
2. A lot of camouflage in ads
There’s an innate problem with marketing camouflage.
If the product works it should be very difficult to see, so people will quickly scroll past without realizing anything was actually shown to them.
To improve this I’d do one of two things:
a. Make it standout, add text on the image itself.
b. Play it up, make the text copy say something like “Can you pass the Mossy Oak test? Try to spot the camoflauge!”
3. Increase AOV by recommending higher ticket products
When I clicked through to an ad to their Turkey Hunter collection, the featured products were a $20 set of gloves and $15 headcover.
I think Mossy Oak could dramatically improve AOV by simply recommending higher priced items.
That’s a wrap for this little deep dive!
May 18, 2023 12:00AM
Discover the 3 key principles to reduce agency churn and boost retention. Results are paramount, as clients pay for performance. Being likeable helps, but delivering tangible results is what truly matters. Thanks, Adam.
Adam Kitchen
3 timeless principles to reduce your agency churn and dramatically increase retention.
This is based on nearly 10 years of experience in the agency world and working with over 200 clients.
1: Results
People sign up and pay for performance. Never forget this.
Contrary to popular belief, you don't need to be likeable - you need to deliver results.
Whilst being likeable can definitely get your foot through the door & keep people hanging around for longer, it won't close deals or keep people burning money.
Your job is to produce results at all costs so focus on this above all else.
2: Speed of communication
The faster you respond (and hopefully resolve) a problem, the more at ease the client will be.
Business owners are spinning many plates and live in a world of chaos.
When they write a message, they need answers quickly to reduce anxiety and appease them.
Replying quickly and efficiently reassures clients that you are in control and that they don't need to exert any additional worry or time to what they're paying you for.
We have a rule that every message must be responded to within 24 hours at the most, and anything more is unacceptable.
It helps to keep employees here with a manageable number of accounts to ensure they can invest the appropriate time into the account and not put out fires all day.
Fewer clients tend to lead to higher quality work and better retention + happier employees as a bonus.
3: Assertiveness
Do not let the client bring you into their world of chaos. You cannot get results working off their schedule so bring them into your world and demand accountability from the beginning.
Do not lose your frame or you will lose the respect of the client very quickly.
People are compensating you for your time as you're meant to be an expert.
And contrary to popular belief, intelligent leaders like to be challenged and pushed as they know it will make them better.
To summarise:
1) Deliver results
2) Communicate quickly
3) Be assertive and stay in control
What would you add to this list that I missed?
May 18, 2023 12:00AM
George Barnett Reid
We help advertising clients by creating custom reports based on each SKUs specific goals.
In this example you can see TACOS limit and then achieved TACOS.
Naturally, sometimes things slip. It's amazon after all. But by being as granular as possible it allows us to scale things up if they're going well, but also tone down if something isn't working.
If you'd like us to audit your account, find out some holes and opportunities, click here:
https://georges.blog/audit
May 18, 2023 12:00AM
Brand impression share is a valuable metric on Amazon. But it's important not to solely rely on it for budget decisions. Instead, align your goals, consider external media campaigns, and allocate a percentage of your budget for branded coverage. Thanks, Destaney.
Destaney Wishon
Amazon Brand Impression Share Dashboard
Are you protecting your brand’s home turf?!
Amazon’s Brand Impression Share dashboard tells us just that.
"Brand impression share shows the top-of-search impression share (IS) for your brand terms over time. It measures the percentage of top-of-search impressions your ad campaigns receive out of the total impressions they could actually receive." - Amazon Advertising Console
But, is this needed??
🛑 Let’s hit the breaks a little bit here 🛑
I love this tool, and I think it is a great addition to Brand Metrics,
BUT I want to caution brands from making bad budget decisions based on this data.
IF you are on a set budget, I would NOT recommend spending all of your dollars on branded defense.
🫵
Instead, identify your goals, align your external media campaigns, and then create a set % that you are willing to spend on branded coverage.
Why?
Well check out the video below ⬇️
May 18, 2023 12:00AM
George Barnett Reid
"When 98% of your coffee is water, make it pure water"
We're not the smartest copywriters in the world. We just copied something from Fever Tree that worked.
The logic behind this A+ was to create a fresh looking page that flowed like water.
Whilst also tackling one of the issues mentioned in an unjustified negative review - how to use.
Give me a follow and I'll tell you the impact on CVR this page had.
Drop me a DM if you want help with your A+. My design lead will be furious for taking on another project but I like putting her under pressure for giggles.
May 18, 2023 12:00AM
Segmentation is key to understanding your customers. Identify the best ones, attract more like them, and limit discounts for low-value customers. Move customers up the ladder through repurchase and increased AOV. Thanks, Scott.
Scott Zakrajsek
Not all customers are the same. Yet, we assign the same blended CAC to each of them. That's where segmentation kicks in 👇
Below is an example of a quantile analysis. It's a fancy term that splits your customers into equal chunks.
Example below is 20 chunks (5% customers each) based on Lifetime Net Sales (LTNS) over a 12 mo. period.
Some crazy things...
Your best 10% of customers make up 30% of sales.
How do we find more of "them"? We need to know who they are...
- What products they're purchasing
- Where do they live?
- Where do they hand out?
- What channels are you acquiring them?
- When are they buying?
Double-down and adjust marketing & merchandising strategy to attract them.
Your worst 10% of customers are a PITA. Low LTV (likely negative) and often buy on discount in a single category.
Fire them.
Repeat...Fire them.
You can't truly "fire" a customer, but you can limit discounts and promotions. Remove them from hard-cost channels like direct mail. Stop spending money on them.
What about everyone in between?
Move them up the quantile ladder.
- Increase repurchase & retention
- increase AOV
They want to be a fan of your brand. Celebrate them, and push them there.
Are you segmenting your customers? I would love to know how you approach your existing customer mix (and how you apply it toward future ACQ spend).
May 18, 2023 12:00AM
George Barnett Reid
Amazon are pushing storefronts hard. Particularly with the Follow button and recent developments there.
Many brands, probably you included, have bad storefronts.
They don't help customers enough. See more https://lnkd.in/eVrf5Tn4
May 18, 2023 12:00AM
Interested in learning Amazon FBA? Get started on the right foot with a solid strategy, avoid costly mistakes, and find inspiration with these resources. Thanks, Matt.
Matt Miller
Interested in learning Amazon FBA? 🧐
"Learning by Doing" is my preferred method to take on something new, but if you want to set out on the right foot with a solid strategy, avoid costly mistakes, and get inspiration - these resources are a great starting point.
Three of these are 100% Free, and one is paid.
Youtube
There are some great creators that go deep into their journey with Amazon. Listening to other peoples story is really helpful in understanding what goes on behind the scenes. A few popular creators are:
Travis Marziani has some great videos that walk you through the ups and downs of building a brand on Amazon. Ive always enjoyed his videos.
Steven Pope with My Amazon Guy has the most extensive list of videos for probably every Amazon topic under the sun.
LinkedIn
This one might suprise you!
There are so many people sharing their insights and techniques for branding/A+ content, PPC, and much more. I've gained some pretty unique insights into store building and A+ content recently from George Barnett Reid where he annotates existing creatives with his thoughts on how they can be improved.
Mastermind Networks
There probably isn't a better way to immerse yourself in the Amazon community than becoming part of a mastermind network. Yes, they are expensive. But the value is over the top.
I am personally part of the Titan Network - and the content, strategies, and overall framework for how to build a sustainable brand is next level.
Helium 10 Podcast
Bradley Sutton hosts this podcast, and there is always value being dropped and something to learn from it.
What would you add?
May 18, 2023 12:00AM
I wonder how many of these are just pretty spreadsheets under the hood. Thanks, Marketplace Pulse.
Marketplace Pulse
➡️ Post | Profile | Read the full article
One hundred software tools help businesses sell on Amazon with product research, pricing, inventory forecasting, advertising management, accounting, and more.
May 17, 2023 12:00AM
Great packaging from Brightland. Thanks, Andrea.
Andrea
Brightland in Latam 👀✨🫒
— Andrea 👁️⃤ (@iiiitsandrea) May 16, 2023
absolute best @Aishwarya228 pic.twitter.com/Wr7PuzBzMh
May 17, 2023 12:00AM
Use Project Zero to kick out black hat sellers. They'll be gone in under 8 hours. Thanks, Jon.
Jon Elder
➡️ Post | Profile | Project Zero
Amazon Tip:
— Jon Elder | Amazon FBA | Private Label Consultant (@BlackLabelAdvsr) May 16, 2023
When you have the inevitable Chinese black hat seller on your listing, report them through Project Zero.
They will be gone in less than 8 hours.
May 17, 2023 12:00AM
Millie Bobby Brown's mixing up the coffee game. Florence, her new venture, is bringing you coffee bags, concentrate, and a box of syrup flavours. Thanks, Andrea.
Andrea
re: CPG celebrity packaged goods ☕️
— Andrea 👁️⃤ (@iiiitsandrea) May 16, 2023
Mille Bobby Brown’s coffee Florence
will feature coffee bags, coffee concentrate and a box of different syrup flavors
who is trying? 👀 pic.twitter.com/lrAIrjawPl
May 17, 2023 12:00AM
Customize bids for each expression type in Auto Campaigns. Amazon's been making strides with bulk files 2.0, and this update shows they're listening. Thanks, Dustin.
Dustin Wassner
A big win for Bulk File users!
We are now able to define a custom bid to each expression type for Auto Campaigns.
The improvements to bulk files 2.0 has been fantastic - except THIS one downgrade...
But, it looks like we in the community were heard, so THANK YOU AMAZON! for making this update.
I have not yet confirmed if we have the ability to also set the Status of each expression to 'ENABLED' or 'PAUSED'. If anyone has tried this since the new update below, please let us know in the comment's.
As much as I love building custom tech that utilizes the API, I can't foresee a future that doesn't involve bulk files in some way - they are just too versatile, especially when dealing with very complex accounts/launches.
Elizabeth Greene I know you are just as happy to see this as I am 🙂
May 17, 2023 12:00AM
Discover Amazon traffic secrets of 2022. Search dominates sales, email conversion rates soar, social media drives awareness, extra product sales rise by 24.5%, and video excels in cross-selling. Thanks, Prem.
Prem Gupta
Amazon Traffic Insights of 2022
The Brand Referral Bonus team examined approximately 11 million clicks from traffic related to Amazon Attribution in 2022 to assess how consumer behaviour varies across marketing channels. Here are the findings.
➡️Search had the highest total sales with a high purchase intent
The majority of sales came from off-Amazon search channels (41%) where customers were more likely to buy after adding items to their cart (58.6%). The conversion rate for search channels was 2.6%, or 3.1% when considering non-promoted goods. This suggests that search engines playing a role in users' purchase decisions may be driving the higher intent to buy.
➡️Email had the highest conversion rates in nearly every category
Email consistently outperformed other traffic sources in conversion rate tests. Specifically, emails leading to Amazon listings had an average click-to-purchase conversion rate of 4.7%, which was double the rate of the next most popular source. The ability of brands to tailor their message and call to action to recipients' needs contributes to this result.
➡️Social media is an important awareness driver, showing the highest clicks with low purchase intent
Social media channels accounted for 44% of the 11 million clicks, but their conversion rates were relatively low. They had the second-lowest click-to-purchase conversion rate and purchase rate for items added to the cart. This could be due to advertisements loading in the user's default browser on mobile apps, where they may not be logged in, causing tracking issues. Nonetheless, social media remains important for brand exposure and reaching customers where they are.
➡️Driving traffic to Amazon increases additional product sales by an average 24.5%
Within the Brand Referral Bonus program, 25% of sales on Amazon were from non-promoted products. On average, brands sell an additional product for every four consumers who buy the promoted product. Non-promoted product sales also increased the overall click-to-purchase conversion rate by 23% across all traffic sources.
➡️Video drives the most cross-selling opportunities
Video links were responsible for less than 1% of consumers who clicked to purchase a product, but they excelled in cross-selling non-promoted products. Video accounted for 37% of total purchases from non-promoted products and increased the click-to-purchase conversion rate from 0.7% to 1.1%. While not the highest-performing channel, video remains crucial for building brand awareness across various product lines.
May 17, 2023 12:00AM
'Variety & Size' attributes are now highlighted in Amazon search. Amazon's new feature is a game-changer in the Beverages Category. Now, it displays the 'Variety & Size' attribute with product details in search results, helping buyers choose the perfect drink. Thanks, Yogesh.
Yogesh Kumar
🚀 #amazon #feature #addition 🚀 Started sowing "Variety & Size Attribute" along with product in search results .
➡️ In the Beverages Category on Amazon, a new feature has been introduced where the search page displays the "Variety & Size" attribute along with the product details. This feature proves beneficial for buyers as it assists them in choosing the most suitable variety and size of the product they are interested in.
➡️From an SEO perspective, it is highly recommended to include as many attributes as possible in your product listing. By doing so, you not only improve the indexing of your product but also enable Amazon to present relevant attributes to potential buyers, aiding them in making informed purchasing decisions.
May 16, 2023 12:00AM
Amazon's cooking up a new home robot. Amazon's getting chatty with its new home robot, Burnham. With talk of ChatGPT-like features, it's set to be an AI game-changer. It's not all smooth sailing though – privacy concerns are on the horizon. Thanks, The Rundown.
The Rundown
A leaked internal document by Insider reports that Amazon is working on a secret AI project named Burnham, aimed at enhancing the intelligence of Amazon’s Astro robot with AI.
The new tech promises to add a ‘conversational interface’ and a deeper understanding of household contexts, allowing Astro to accurately remember and respond to situations.
This might include alerting homeowners about a stove left on, calling 911 in emergencies, or finding lost keys. While the advancements in AI are exciting, the notion of a highly intelligent robot in our homes might give one pause for thought.
May 16, 2023 12:00AM
Amazon's adding a chatbot to their store. Using AI, it'll handle customer inquiries, making shopping even easier. This means fewer clicks, more conversational interactions, and a more personalised experience. Thanks, Bloomberg.
Bloomberg
Amazon.com Inc. plans to bring ChatGPT-style product search to its web store, rivaling efforts by Microsoft Corp. and Google to weave generative artificial intelligence into their search engines.
The e-commerce giant’s ambitions appear in recent job postings reviewed by Bloomberg News. One listing seeking a senior software development engineer says the company is “reimagining Amazon Search with an interactive conversational experience” designed to help users find answers to questions, compare products and receive personalized suggestions.