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How to Take Amazon Listings from Good to Great

You have high quality images, well-written descriptions, and competitive pricing. Why, then, are your competitors still placing higher on the search results page?

Today, it takes more finesse than ever to get the top spot. What once was great is now merely good. Join us to learn what features you need to optimize to maximize your organic Amazon sales!

You’ll Learn

Which product detail page factors to review during a competitive analysis

How to increase conversion rate through subtle but meaningful optimizations

How to boost traffic and sessions through front- and back-end optimizations

Watch the Webinar

Webinar Video

1 00:00:03,626 --> 00:00:05,866 Hello and welcome to the webinar. 2 00:00:06,257 --> 00:00:10,097 My name is Matthew, I am the B2B marketing manager here at Kaspien. 3 00:00:10,666 --> 00:00:12,942 I'm here to just take care of a few housekeeping items 4 00:00:12,942 --> 00:00:16,782 and then I'll pass the webinar over to our wonderful speakers, Matt and Jordan. 5 00:00:17,919 --> 00:00:20,479 So this webinar, first thing's first, is being recorded. 6 00:00:21,084 --> 00:00:24,035 If you do have to leave early, we will send a copy of the recording 7 00:00:24,035 --> 00:00:25,777 to your email. 8 00:00:25,777 --> 00:00:28,088 We are also going to have a live Q&A 9 00:00:28,088 --> 00:00:31,217 session at the end of the presentation. 10 00:00:31,217 --> 00:00:34,879 So if you have questions at any time, please put those in the chat 11 00:00:35,235 --> 00:00:38,150 and we'll address those during that Q&A section. 12 00:00:39,750 --> 00:00:40,568 I think that's it. 13 00:00:40,568 --> 00:00:41,350 So at this point, 14 00:00:41,350 --> 00:00:44,586 I'm going to pass it over to Matt and Jordan to introduce themselves. 15 00:00:44,799 --> 00:00:45,226 Enjoy. 16 00:00:46,612 --> 00:00:47,252 Awesome. 17 00:00:47,252 --> 00:00:48,924 Appreciate everyone joining today. 18 00:00:48,924 --> 00:00:49,777 My name is Matt. 19 00:00:49,777 --> 00:00:52,124 I'm our Amazon advertising team lead. 20 00:00:52,515 --> 00:00:55,857 My primary job is I run search advertising campaigns, 21 00:00:55,857 --> 00:00:59,661 as well as programmatic campaigns for brands on the seller side, 22 00:00:59,661 --> 00:01:02,470 on the vendor side, as well as we dabble in 23 00:01:03,430 --> 00:01:06,239 OTT streaming video campaigns as well. 24 00:01:06,239 --> 00:01:08,123 Jordan, I'll hand the baton to you. 25 00:01:08,123 --> 00:01:11,643 Yeah, I'm very... I'm our search marketing coordinator, 26 00:01:11,643 --> 00:01:13,741 so I work under Matt. 27 00:01:13,741 --> 00:01:15,163 I do very similar things to him. 28 00:01:15,163 --> 00:01:18,434 You know, every day I work with different companies, you know, 29 00:01:18,434 --> 00:01:21,919 running their advertising on Amazon with their programmatic or search. 30 00:01:22,523 --> 00:01:26,683 And so ever since, I've been here for a little while now, 31 00:01:26,719 --> 00:01:29,634 but you know, it's just every day has been doing this. 32 00:01:32,657 --> 00:01:33,012 Also, 33 00:01:33,012 --> 00:01:37,172 so a little bit about Kaspien. We were founded in 2008 as a as a third 34 00:01:37,172 --> 00:01:42,257 party seller, grew into a 1 billion dollar seller company. 35 00:01:42,363 --> 00:01:46,630 And really, we're very, very passionate about e-commerce advertising in general. 36 00:01:46,630 --> 00:01:51,679 But our expertise is really in Amazon advertising, and we love it so much 37 00:01:51,679 --> 00:01:54,736 that we built our own proprietary software that we use in-house 38 00:01:55,661 --> 00:01:59,750 to help scale brands and really help drive total channel revenue forward for them. 39 00:02:02,736 --> 00:02:03,270 Perfect. 40 00:02:03,270 --> 00:02:06,327 Now here's a little bit of agenda for what we're going to be doing today. 41 00:02:06,896 --> 00:02:07,927 First, we're and talk about what 42 00:02:07,927 --> 00:02:10,879 sponsored display and RDSP look like before October, 43 00:02:11,127 --> 00:02:14,150 what exactly happened in October to change everything, 44 00:02:14,399 --> 00:02:18,416 some recent results that we've been seeing, and then some of our best practices 45 00:02:18,736 --> 00:02:21,687 that Matt and I have both seen and some of our teammates have seen 46 00:02:22,861 --> 00:02:25,101 utilizing our sponsored display. 47 00:02:25,136 --> 00:02:28,123 And then finally, you know, as Matthew said, in the beginning, 48 00:02:28,123 --> 00:02:30,398 we'll be doing a live Q&A. 49 00:02:33,278 --> 00:02:33,705 Awesome. 50 00:02:33,705 --> 00:02:37,296 So let's talk about the the before the sponsored display 51 00:02:37,474 --> 00:02:40,141 update that occurred in October 2021. 52 00:02:40,141 --> 00:02:43,305 So we have a little comparison chart here just showing the differences 53 00:02:44,087 --> 00:02:45,829 between the two platforms. 54 00:02:45,829 --> 00:02:52,052 So sponsored display pre October 2021, it was a cost per click model only. 55 00:02:52,052 --> 00:02:55,465 So right similar to sponsored brand and sponsored product ads 56 00:02:56,140 --> 00:02:59,767 you get billed for every time a shopper clicks on your display ad 57 00:03:00,407 --> 00:03:05,456 as opposed to DSP, which was a model cost for mille 58 00:03:05,705 --> 00:03:08,514 or cost per thousand where you are paying 59 00:03:08,514 --> 00:03:12,247 for every 1000 impressions that your display ads generate. 60 00:03:12,994 --> 00:03:16,727 Sponsored display was an on Amazon platform placement only, 61 00:03:17,296 --> 00:03:19,785 so it was primarily used for either offensive 62 00:03:19,785 --> 00:03:22,522 product targeting or defensive product targeting where 63 00:03:23,056 --> 00:03:26,220 right, defensive product targeting you're defending your shelf space, you're owning 64 00:03:26,220 --> 00:03:29,776 your aisle, trying to make it more difficult for competition to enter. 65 00:03:30,558 --> 00:03:31,554 In offensive targeting, 66 00:03:31,554 --> 00:03:33,474 you're really just trying to increase your 67 00:03:33,474 --> 00:03:36,887 your overall visibility across a shopper's entire path to purchase, 68 00:03:37,953 --> 00:03:38,451 as opposed 69 00:03:38,451 --> 00:03:42,825 DSP, where you have access to placing ads on the Amazon.com platform, 70 00:03:42,825 --> 00:03:46,522 not just on detail product pages but on page one of the SERP 71 00:03:47,625 --> 00:03:49,865 on Deal of the Day pages, 72 00:03:49,865 --> 00:03:53,598 on checkout pages as well all over the Amazon platform. 73 00:03:53,598 --> 00:03:56,869 But what made DSP unique was its ability to access 74 00:03:57,616 --> 00:04:02,024 off of Amazon placement on Amazon affiliate programs like Twitch.com, 75 00:04:02,024 --> 00:04:07,607 IMDb, but also on over 200,000 third party applications. 76 00:04:07,607 --> 00:04:12,158 So you greatly expanded your overall reach and just visibility with your, 77 00:04:12,158 --> 00:04:14,575 with your products there. As well as with DSP, 78 00:04:14,575 --> 00:04:17,349 you had access to the first party audience data, right? 79 00:04:17,527 --> 00:04:21,829 Amazon doesn't sell their consumer data, unlike, like Google and Facebook do. 80 00:04:22,007 --> 00:04:25,882 Amazon houses it, they store it, and they allow marketers like ourselves 81 00:04:26,166 --> 00:04:29,402 to tap into those audiences and target shoppers 82 00:04:29,402 --> 00:04:32,424 based off of their historical shopping behaviors. 83 00:04:33,420 --> 00:04:36,940 Display ads before this update had no audience segments at all, 85 00:04:36,940 --> 00:04:40,922 we had no access to that first party data, so display ads were not programmatic 86 00:04:40,922 --> 00:04:45,046 advertising. Sponsored DSP was, is and still is 87 00:04:45,046 --> 00:04:48,922 programmatic advertising. DSP also has audiences, right? 88 00:04:48,922 --> 00:04:51,126 So tapping back into that first party data, 89 00:04:51,766 --> 00:04:56,068 as well as pixel targeting where we could place a line of code on a website 90 00:04:56,282 --> 00:05:00,193 and actually create like a custom audience that is tailored to whatever 91 00:05:00,193 --> 00:05:03,642 specific brand we're working with, and then we could target shoppers 92 00:05:03,642 --> 00:05:06,273 based off of their shopping behaviors within that audience. 93 00:05:07,340 --> 00:05:11,571 DSP had no like custom, DSP has custom creative capabilities 94 00:05:12,424 --> 00:05:15,268 like lifestyle images, attaching logos, headline ads. 95 00:05:15,482 --> 00:05:18,539 A lot of creative ability there as opposed to display 96 00:05:18,539 --> 00:05:21,668 ads have really no custom creative ability at all. 97 00:05:22,308 --> 00:05:26,042 DSP was a $35K minimum ad spend, so there was a pretty 98 00:05:26,042 --> 00:05:27,322 large barrier to entry there. 99 00:05:30,415 --> 00:05:31,944 Perfect, now we're going to go 100 00:05:31,944 --> 00:05:34,682 into exactly what would change in October. 101 00:05:35,144 --> 00:05:38,237 So Amazon basically ungates it. They open up the floodgates. 102 00:05:38,237 --> 00:05:42,646 They basically combine both the DSP service and the small display service. 103 00:05:42,966 --> 00:05:45,135 The first big thing 104 00:05:45,135 --> 00:05:47,588 to notice is that there was no minimum spend requirements. 105 00:05:47,588 --> 00:05:50,255 This made it more accessible to other companies 106 00:05:50,753 --> 00:05:54,521 that didn't want to be spending $35,000 on something small 107 00:05:55,126 --> 00:05:57,508 or something like this, you know, that they couldn't afford it. 108 00:05:57,828 --> 00:06:00,032 So this made it accessible to all companies. 109 00:06:00,388 --> 00:06:04,299 This gave the sponsored display ads access to our programmatic advertising. 110 00:06:04,299 --> 00:06:07,784 So, you know, they were able to advertise off of Amazon, 111 00:06:07,784 --> 00:06:10,166 as Matt was saying, on all these other websites opposed to 112 00:06:10,450 --> 00:06:12,797 advertising solely on Amazon. 113 00:06:12,797 --> 00:06:16,317 It went to VCPM cost model opposed to cost per click. 114 00:06:16,317 --> 00:06:18,201 VCPM is the same thing as CPM. 115 00:06:18,201 --> 00:06:19,943 It's views cost per mille. 116 00:06:19,943 --> 00:06:21,437 And it's a trend that Amazon uses, 117 00:06:21,437 --> 00:06:24,850 so we might be bouncing back and forth with VCPM and CPM, 118 00:06:24,850 --> 00:06:27,374 just a little clarification. 119 00:06:27,374 --> 00:06:28,228 We had access... 120 00:06:28,228 --> 00:06:32,281 Now we have access to Amazon's first party consumer data, 121 00:06:32,566 --> 00:06:33,810 which that basically means, 122 00:06:33,810 --> 00:06:37,259 as Matt said, you know, we have access to all of Amazon's 123 00:06:37,970 --> 00:06:41,454 customer data so we can target different types of parties. 124 00:06:41,810 --> 00:06:42,699 We call it the 125 00:06:43,979 --> 00:06:44,868 audience insights. 126 00:06:44,868 --> 00:06:47,534 So basically, you know, we have access to things 127 00:06:47,534 --> 00:06:51,197 like if they're in market, you can have lifestyle type things, 128 00:06:51,837 --> 00:06:54,645 you can do purchases, remarketing, which we'll talk about later. 129 00:06:54,681 --> 00:06:57,916 So essentially, if a customer purchases a product, 130 00:06:58,165 --> 00:07:02,645 you can retarget them with our sponsored display ads. You have views remarketing. 131 00:07:02,645 --> 00:07:06,094 So let's say someone decided to click on your product and not buy it. 132 00:07:06,379 --> 00:07:08,334 We can retarget those shoppers as well. 133 00:07:08,334 --> 00:07:10,396 We'll obviously explain a little bit more. 134 00:07:10,396 --> 00:07:15,765 And then also, you can do, as I said, lifestyle and, 135 00:07:15,765 --> 00:07:18,681 so, you know, like how if you own a house and things like that. 136 00:07:19,179 --> 00:07:22,556 We now also have access to custom creative capabilities. 137 00:07:22,876 --> 00:07:25,827 So... And opposed to just having this 138 00:07:25,827 --> 00:07:28,956 only on DSP, we have it across all platforms. 139 00:07:29,241 --> 00:07:32,192 We'll explain a little bit more, but you know, it's really good to see, 140 00:07:33,258 --> 00:07:35,250 you know, a good image, especially on mobile, 141 00:07:35,250 --> 00:07:37,952 where the image could take up a large majority of your phone. 142 00:07:38,236 --> 00:07:40,441 So opposed to, you know, having a little bar 143 00:07:40,441 --> 00:07:42,574 that someone can easily scroll past, you will have something 144 00:07:42,574 --> 00:07:44,778 that takes up a third to half of your phone screen. 145 00:07:45,347 --> 00:07:48,227 And then also, we have new to brand sales, which this is huge 146 00:07:48,654 --> 00:07:51,605 because you can see exactly how much you're expanding 147 00:07:51,605 --> 00:07:54,378 your brand. New brand sales is someone that hasn't purchased 148 00:07:54,698 --> 00:07:57,045 from your brand in the past 365 days, 149 00:07:57,401 --> 00:08:01,027 so you can see exactly how well your, 150 00:08:01,027 --> 00:08:04,583 how well these ads are doing on targeting people that are brand halo 151 00:08:04,583 --> 00:08:07,676 and who haven't been purchASINg from your company before. 152 00:08:11,160 --> 00:08:12,085 Jordan and I are visual learners, 153 00:08:12,085 --> 00:08:16,103 so we like to look at the, you know, from a 30,000 foot view. 154 00:08:16,600 --> 00:08:20,796 How do display ads play into the entire Amazon advertising landscape? 155 00:08:20,796 --> 00:08:23,071 So we have the marketing funnel in the middle 156 00:08:23,071 --> 00:08:25,383 and on the left hand side, you have 157 00:08:25,383 --> 00:08:29,045 the cost per click methods, the sponsored brand odds and the sponsored product ads. 158 00:08:29,080 --> 00:08:31,178 Much more reactive ad types, right? 159 00:08:31,178 --> 00:08:33,951 Because in order for a shopper to interact with these two ad types, 160 00:08:33,951 --> 00:08:36,974 they have to organically come to Amazon.com 161 00:08:37,187 --> 00:08:41,098 and search keywords into the search bar in order to interact with these. Right? 162 00:08:41,134 --> 00:08:44,725 We know sponsored brand ads very much top of funnel awareness campaigns. 163 00:08:45,009 --> 00:08:48,565 The main goal is to increase the overall discoverability of either 164 00:08:48,565 --> 00:08:49,240 the ASINs you're 165 00:08:49,240 --> 00:08:53,827 highlighting in the headline ad or driving traffic to your brand store, 166 00:08:53,827 --> 00:08:56,245 where you can have a much more intimate setting with the shopper. 167 00:08:56,600 --> 00:08:59,836 Sponsored product ads work very much consideration, 168 00:09:00,333 --> 00:09:03,676 middle of funnel, but also they target high purchase intent shoppers, 169 00:09:03,996 --> 00:09:06,627 shoppers that come to Amazon in market to purchase, 170 00:09:06,627 --> 00:09:09,400 but they don't necessarily have brand loyalty in the category. 171 00:09:09,684 --> 00:09:11,640 They do a great job at cleaning up those, those 172 00:09:12,813 --> 00:09:14,591 high purchase intent shoppers. 173 00:09:14,591 --> 00:09:16,653 But then display ads on the right hand side 174 00:09:17,507 --> 00:09:19,924 fit the entire marketing funnel, 175 00:09:19,924 --> 00:09:22,271 and they're the only ad type that can really do this. 176 00:09:22,271 --> 00:09:24,938 So it's sponsored display ads, something like retargeting. 177 00:09:25,151 --> 00:09:28,635 You know, you can you can retarget shoppers that have looked at 178 00:09:28,635 --> 00:09:32,618 your detail product page in the last 30, 60, 90 days, but did not purchase. 179 00:09:33,471 --> 00:09:35,782 It's a great way to capture 180 00:09:35,782 --> 00:09:38,520 low hanging fruit and just overall improve conversion rate. 181 00:09:38,875 --> 00:09:42,324 But as you work your way up the funnel you can target audiences like in-market, 182 00:09:42,324 --> 00:09:43,000 which are shoppers 183 00:09:43,000 --> 00:09:46,804 that are deemed ready to purchase in your subcategory in the next 30 days. 184 00:09:47,018 --> 00:09:49,933 So it's a great way to beat competition to the punch with your ad types. 185 00:09:50,289 --> 00:09:53,524 And then as you work up the funnel, lifestyle image, lifestyle 186 00:09:53,773 --> 00:09:56,546 audience targeting, where we're really opening up top 187 00:09:56,546 --> 00:09:59,711 of funnel awareness and we're targeting out of aisle shoppers. 188 00:09:59,995 --> 00:10:03,160 So they're not necessarily ready to make a purchase in your category, 189 00:10:03,373 --> 00:10:08,244 but they have showed high, high intent purchase in the last 365 days. 190 00:10:08,528 --> 00:10:11,800 So really, with lifestyle, you're targeting potentially millions of shoppers. 191 00:10:12,048 --> 00:10:12,937 As you work 192 00:10:12,937 --> 00:10:16,635 your way down the funnel, you're targeting subsets of audiences. 193 00:10:17,062 --> 00:10:17,915 But really, 194 00:10:17,915 --> 00:10:21,577 we at Kaspien, we like to start at the bottom of the funnel and work our way up. 195 00:10:21,933 --> 00:10:24,208 So starting at the bottom, you want to own your aisle. 196 00:10:24,244 --> 00:10:25,951 You want to protect your shelf space. 197 00:10:25,951 --> 00:10:28,617 You want to grab as many brand halo shoppers as possible. 198 00:10:28,831 --> 00:10:32,244 And then once you've obtained a really good number there and got a solid base, 199 00:10:32,457 --> 00:10:33,311 You work your way up 200 00:10:33,311 --> 00:10:34,839 the funnel to the consideration phase, 201 00:10:34,839 --> 00:10:39,248 really go after shoppers with both reactive and proactive ad types 202 00:10:39,497 --> 00:10:43,728 that will drive that consideration traffic for conversion. 203 00:10:44,013 --> 00:10:45,755 And then once you kind of get a good grip on that, 204 00:10:45,755 --> 00:10:47,355 you go to top of funnel and really 205 00:10:47,355 --> 00:10:51,230 try to reach out of aisle shoppers and just get more exposure for your brand. 206 00:10:54,715 --> 00:10:55,177 And here are some 207 00:10:55,177 --> 00:10:58,484 examples of display ads. Again, they appear both on Amazon 208 00:10:58,484 --> 00:11:03,710 and off of Amazon.com, so a key place on Amazon is detailed product pages. 209 00:11:03,924 --> 00:11:07,088 And if you haven't looked, I would pay attention after one. 210 00:11:07,088 --> 00:11:08,724 Next time you go to a detail product page, 211 00:11:08,724 --> 00:11:12,564 you'll see sponsored display ads appear all over those product pages. 212 00:11:12,848 --> 00:11:15,941 One of the most classic ones is this little sponsored display banner 213 00:11:15,941 --> 00:11:17,079 ad at the top. 214 00:11:17,079 --> 00:11:20,563 You can see it shows the logo, also the product that it's, 215 00:11:20,955 --> 00:11:24,297 that they're highlighting, as well as the title of the product, 216 00:11:24,297 --> 00:11:27,355 the star rating, the reviews, whether it's prime eligible or not, 217 00:11:27,852 --> 00:11:31,230 really great way for shoppers to interact with your product, 218 00:11:31,230 --> 00:11:34,288 even though it might not be on your exact branded product page. 219 00:11:35,852 --> 00:11:38,199 And then here's some off Amazon placements, right? So display ads 220 00:11:38,199 --> 00:11:41,719 can appear on affiliate programs like Twitch and IMDb. 221 00:11:41,968 --> 00:11:45,061 Here you can see, you know, if a shopper was on Twitch, 222 00:11:45,061 --> 00:11:48,474 this is how their sponsored display ads would appear to them. 223 00:11:49,114 --> 00:11:51,568 So again, it shows off not just the product, but 224 00:11:51,568 --> 00:11:54,412 also the title of the product as well. 225 00:11:54,661 --> 00:11:56,510 And then it shows the reviews and star rating 226 00:11:56,510 --> 00:12:00,599 and then whether it's prime eligible. And then you'll see on the right hand side 227 00:12:00,848 --> 00:12:03,337 just another look at those display ads. 228 00:12:03,692 --> 00:12:06,821 These display ads are called dynamic e-commerce ads because they, 229 00:12:06,999 --> 00:12:10,376 they have up to like 15 different formats in which they can appear, 230 00:12:10,625 --> 00:12:14,110 and they appear differently based off of what ad inventory placement we get 231 00:12:14,110 --> 00:12:18,519 when we're programmatically placing ads on these, on these platforms of devices. 232 00:12:19,088 --> 00:12:23,283 And again, all traffic for display ads is led back to the specific detail 233 00:12:23,283 --> 00:12:24,527 product page of that ASIN. 234 00:12:25,985 --> 00:12:27,194 And then here's a few more. 235 00:12:27,194 --> 00:12:29,007 Again, you can just see, 236 00:12:29,007 --> 00:12:32,883 you know, some of these have now headlines and logos attached to them, 237 00:12:33,452 --> 00:12:37,399 so you can really show off your unique selling proposition with, like a headline 238 00:12:37,896 --> 00:12:40,456 within these spoonsored display ads. 239 00:12:40,456 --> 00:12:43,656 How can we show product differentiation to gain buyer preference? 240 00:12:43,834 --> 00:12:46,927 So ultimately, you know you win the sale over your competition. 241 00:12:49,985 --> 00:12:53,789 So if you look to the early results and we've been talking kind of about what 242 00:12:53,789 --> 00:12:56,918 they do, we know it's actually show you what they have been doing for us. 243 00:12:57,381 --> 00:13:00,154 So these, this graph and table are showing solely 244 00:13:00,154 --> 00:13:03,212 sponsored display ad metrics. 245 00:13:03,461 --> 00:13:06,945 And this is a camera brand, you know, back in January of 2021, 246 00:13:06,945 --> 00:13:10,038 as we talked about before, we had access to sponsored display. 247 00:13:10,394 --> 00:13:11,140 But it wasn't, 248 00:13:11,140 --> 00:13:15,336 you know, the combination of what it is now. In that purple line, there is ACOS. 249 00:13:15,656 --> 00:13:18,572 And then you can just see that spend was through the roof 250 00:13:18,927 --> 00:13:21,416 and people weren't able to make as much money. 251 00:13:21,416 --> 00:13:24,723 It was that these ads weren't efficient back in January of 2021. 252 00:13:25,149 --> 00:13:29,096 And then kind of jump forward to November, right? They came out in October. 253 00:13:29,096 --> 00:13:30,909 And then, you know, you kind of had to test the waters 254 00:13:30,909 --> 00:13:32,936 and see exactly what the best practices were. 255 00:13:33,185 --> 00:13:36,563 And in November was really when we hit the ground running, realizing 256 00:13:36,563 --> 00:13:39,869 exactly what we could do with these ads and seeing the full potential. 257 00:13:40,154 --> 00:13:40,971 And you could just see 258 00:13:40,971 --> 00:13:44,811 how high sales just shot up and how efficient these things were. 259 00:13:45,096 --> 00:13:47,940 So you see ACOS is ad cost of sales. 260 00:13:47,940 --> 00:13:51,816 So essentially it's your sales, or spend divided by sales. 261 00:13:52,100 --> 00:13:54,625 So 10% means that it's very, very efficient. 262 00:13:54,945 --> 00:13:56,971 And seeing how low that ACOS is, 263 00:13:57,682 --> 00:14:00,882 once we're able to get these things active. For these, you know, 264 00:14:00,882 --> 00:14:03,656 as we talked about earlier, we utilize views remarketing. 265 00:14:03,905 --> 00:14:08,100 So essentially, you know, a customer came and clicked on the product, 266 00:14:08,100 --> 00:14:09,238 decided not to buy it. 267 00:14:09,238 --> 00:14:11,407 We retargeted them and they ended up 268 00:14:12,296 --> 00:14:14,784 buying the product. And purchases remarketing as well. 269 00:14:14,784 --> 00:14:19,407 If a person bought the product, let's say, less than a year ago, 270 00:14:19,584 --> 00:14:23,140 we retargeted them, and they purchase another product from our company. 271 00:14:24,242 --> 00:14:26,909 And then just overall Q4 revenue, 272 00:14:26,909 --> 00:14:30,287 you know, I talked about this and say, Oh yeah, these numbers look good, 273 00:14:30,287 --> 00:14:34,055 but just seeing the massive change from Q4 of 2020 274 00:14:34,055 --> 00:14:37,255 to 2021, we had a 131% year over year 275 00:14:37,255 --> 00:14:38,500 increase with them. 276 00:14:41,060 --> 00:14:42,518 Next, we're moving on to a toys brand. 277 00:14:42,518 --> 00:14:45,575 Similar strategy, right? 278 00:14:45,575 --> 00:14:50,126 So we dabbled with sponsor display pre October 2021. 279 00:14:50,126 --> 00:14:52,686 You'll see on the left hand side of this graph with that red line, 280 00:14:52,686 --> 00:14:54,962 that ACOS was just through the roof for this brand. 281 00:14:54,998 --> 00:14:57,415 200%. Clearly, right? 282 00:14:57,415 --> 00:15:00,046 The cost per click model did not work. 283 00:15:00,046 --> 00:15:03,744 We did not see a very good return on ad spend there, and we had no access 284 00:15:03,744 --> 00:15:07,655 to those audience segments that DSP was exclusive to. 285 00:15:07,975 --> 00:15:09,931 So we ended up pausing those in June. 286 00:15:09,931 --> 00:15:13,380 Then when the update occurred in October, we tested, as Jordan said, 287 00:15:13,415 --> 00:15:15,335 and then in November, December, and January, 288 00:15:15,335 --> 00:15:17,504 we really had best practices moving forward. 289 00:15:17,860 --> 00:15:21,095 So on the right hand side, you see the audience segments that we ran. 290 00:15:21,095 --> 00:15:23,975 Again, we love to start with bottom of funnel, so views remarketing. 291 00:15:24,757 --> 00:15:28,206 Not just targeting our shoppers that viewed our own detail product pages 292 00:15:28,206 --> 00:15:29,379 but did not purchase, 293 00:15:29,379 --> 00:15:33,895 but also retargeting shoppers that view competitor product pages outside of our brand. 295 00:15:34,073 --> 00:15:36,242 But they didn't purchase from that competitor brand. 296 00:15:36,846 --> 00:15:40,828 We found that by retargeting that audience specifically, we were able to drive 297 00:15:40,828 --> 00:15:45,415 not just a lift in sales velocity, but a lift in new to brand sales as well. 298 00:15:45,450 --> 00:15:49,362 first time purchasers of our brand in the last 365 days. 299 00:15:50,748 --> 00:15:53,593 What we also did was then we worked up the funnel, the in-market, right, 300 00:15:53,628 --> 00:15:57,824 targeting shoppers that are ready to make a purchase in this subcategory 301 00:15:58,322 --> 00:16:03,548 in the next 30 days, but they don't have brand loyalty. 302 00:16:03,761 --> 00:16:07,566 So we've beaten competition to the punch by targeting shoppers off of Amazon.com 303 00:16:07,566 --> 00:16:08,775 with these display ads. 304 00:16:08,775 --> 00:16:11,975 Roughly 70% of our interactions with display with this brand 305 00:16:12,117 --> 00:16:15,815 were off of the Amazon platform. So we greatly increased visibility, 306 00:16:15,815 --> 00:16:17,948 drove that in-market traffic to our product page 307 00:16:17,948 --> 00:16:20,046 and we converted at an exceptionally high rate. 308 00:16:20,046 --> 00:16:21,112 So here, 309 00:16:21,184 --> 00:16:22,997 you know, this helped increase ad revenue 310 00:16:22,997 --> 00:16:25,201 year over year by 8% with the addition of sponsored 311 00:16:25,201 --> 00:16:29,539 display, $361K in ad revenue, and the vast majority of those 312 00:16:29,539 --> 00:16:31,032 sales were new to brand. So 313 00:16:32,135 --> 00:16:34,837 really down the line here in 2022, those could be shoppers 314 00:16:34,837 --> 00:16:37,895 that will organically be purchASINg from this brand in the future, 315 00:16:37,895 --> 00:16:40,063 so they won't have to pay for them for marketing anymore. 316 00:16:43,583 --> 00:16:44,117 Perfect. 317 00:16:44,117 --> 00:16:47,566 Next, we have a computer brand. This company, you know, again, 318 00:16:47,886 --> 00:16:50,766 they see a lot of these... We start, really started, 319 00:16:50,766 --> 00:16:53,468 you know, a little bit in October. And then November 320 00:16:53,468 --> 00:16:57,912 is really when we started taking it off, whether it was with, basically 321 00:16:58,054 --> 00:17:00,152 all of the companies we work with. You know, we're like, OK, 322 00:17:00,152 --> 00:17:04,063 we see it work here and we kind of spread it across the board here. 323 00:17:04,063 --> 00:17:08,650 You know, we utilize views remarketing again, kind of what Matt was saying. 324 00:17:08,863 --> 00:17:10,250 We have our advertised products. 325 00:17:10,250 --> 00:17:13,130 So, you know, those specific products that we're advertising, 326 00:17:13,130 --> 00:17:16,010 we are trying to remarket to people who viewed them but not purchased. 327 00:17:16,294 --> 00:17:19,956 And we also have similar to advertise products, which is essentially 328 00:17:20,099 --> 00:17:20,988 kind of what Matt was saying. 329 00:17:20,988 --> 00:17:25,361 If you know, we have a computer brand A, which is ours and the computer brand B, 330 00:17:25,396 --> 00:17:26,748 which is our competitor's, 331 00:17:26,748 --> 00:17:30,161 it will retarget the people who look at computer brand B's products 332 00:17:30,481 --> 00:17:33,183 but didn't purchase and will retarget those with our product. 333 00:17:33,467 --> 00:17:38,801 And then they ended up purchASINg ours. And a huge thing to talk about with Q4, 334 00:17:38,801 --> 00:17:42,854 this is the holiday season, so we do see a lot of cost per clicks going up. 335 00:17:43,032 --> 00:17:45,805 And so, you know, you'll be paying a lot more for advertising. 336 00:17:45,805 --> 00:17:50,285 So this VCPM model is going to be a lot cheaper in this span . 337 00:17:50,676 --> 00:17:54,836 And just seeing, you know, Q4 from 2020 to 2021 338 00:17:55,085 --> 00:17:58,356 was a huge increase of 3 to 12% year over year. 339 00:18:01,841 --> 00:18:03,938 Let's look at a pet supplies brand. 340 00:18:03,938 --> 00:18:06,036 You'll see on the right hand side with audience segments, 341 00:18:06,036 --> 00:18:10,089 we started to dabble with and expand our overall just like strategies. 342 00:18:11,085 --> 00:18:14,143 We again, we started with bottom of funnel, capturing that low hanging fruit 343 00:18:14,143 --> 00:18:17,840 with views remarketing, improving our conversion rate, and driving, 344 00:18:17,947 --> 00:18:20,827 you know, new to a pretty ample new to brand sales for us. 345 00:18:21,112 --> 00:18:23,885 But then we tapped into this new audiences with purchases 346 00:18:23,885 --> 00:18:26,267 remarketing for this brand. And this plays really well. 347 00:18:26,303 --> 00:18:30,712 If anyone listening today has a lot of ASINs that are seasonal, 348 00:18:32,276 --> 00:18:34,018 purchases remarketing, or you're 349 00:18:34,018 --> 00:18:37,716 launching new ASINs within your existing product portfolio, 350 00:18:38,143 --> 00:18:40,418 you have to ask yourself like how how can I drive 351 00:18:40,703 --> 00:18:44,223 quality traffic to my product page on new ASINs or seasonal ASINs? 352 00:18:44,400 --> 00:18:47,351 And how can I get reviews up on those on those product pages? 353 00:18:47,671 --> 00:18:51,405 Well, the people that are going to be most likely to purchase a new product 354 00:18:51,405 --> 00:18:54,996 from your brand are going to be your brand halo shoppers. And those purchases 355 00:18:54,996 --> 00:18:59,511 remarketing audiences are the best ad type to consistently interact 356 00:18:59,511 --> 00:19:01,965 with those, with that subset group of shoppers. 357 00:19:02,285 --> 00:19:04,667 So that's exactly what we did for this pet supplies brand. 358 00:19:04,880 --> 00:19:06,231 They had a bunch of new seasonal 359 00:19:06,231 --> 00:19:08,436 ASINs that didn't have a whole lot of reviews to them, 360 00:19:09,289 --> 00:19:12,489 and we tapped into this purchases remarketing and introduced 361 00:19:12,489 --> 00:19:15,476 our brand halo shoppers to a brand new product line. 362 00:19:16,365 --> 00:19:21,236 There, we were able to just increase sales velocity by over 55% year over year 363 00:19:22,551 --> 00:19:24,364 in terms of ad revenue. 364 00:19:24,364 --> 00:19:27,884 Here we also tried product targeting, so if you run sponsored product 365 00:19:27,884 --> 00:19:29,982 ad product targeting, we would definitely recommend 366 00:19:29,982 --> 00:19:32,400 also running sponsored display ad product targeting. 367 00:19:33,360 --> 00:19:36,275 Here again, we can run a very offensive strategy, 368 00:19:36,275 --> 00:19:39,724 but also defensive on our aisle, protect our shelf space at the same time. 369 00:19:40,933 --> 00:19:42,178 In terms of ad revenue, 370 00:19:42,178 --> 00:19:47,618 this brand reached upwards of $776,000 at a 9.2% ACOS, 371 00:19:47,618 --> 00:19:50,533 and once again, we see the vast majority of our orders are new to brand. 372 00:19:54,089 --> 00:19:56,080 Now, we've got a grocery brand. 373 00:19:56,080 --> 00:19:59,564 So these guys, you know, we started, we saw how successful they were 374 00:20:00,026 --> 00:20:01,271 in October. We're like, 375 00:20:01,271 --> 00:20:05,218 you know, let's really buckle down and push these out for this brand. 376 00:20:05,538 --> 00:20:09,520 And so in November, we started out, you know, it may look like ACOS is high, 377 00:20:09,520 --> 00:20:13,537 but it still was, you know, about 12%. 378 00:20:13,537 --> 00:20:15,884 So it really wasn't anything too bad. 379 00:20:15,884 --> 00:20:17,662 It was really good ACOS still. 380 00:20:17,662 --> 00:20:20,969 And then in December, you know, we had everything really go in 381 00:20:20,969 --> 00:20:23,457 and we just were pushing sales with these sponsored display ads. 382 00:20:24,168 --> 00:20:27,297 And then, you know, with our audience segments, we did user 383 00:20:27,297 --> 00:20:29,217 marketing again, purchase marketing. 384 00:20:29,217 --> 00:20:32,275 It's going to be a lot of repetitiveness because these things work really well. 385 00:20:32,631 --> 00:20:35,440 But then we also were able to do product targeting. 386 00:20:35,440 --> 00:20:37,608 So kind of expanding, we'll expand a little bit more later. 387 00:20:38,035 --> 00:20:40,631 But basically, you know, as we said earlier, 388 00:20:41,093 --> 00:20:44,542 in Q4, you know, you always see a way higher cost per click. 389 00:20:44,826 --> 00:20:46,462 So with their offensive targeting, you know, 390 00:20:46,462 --> 00:20:50,159 let your competitors pay for that cost per click and then advertise 391 00:20:50,159 --> 00:20:52,933 on their shelf space so you can take away their shoppers. 392 00:20:53,395 --> 00:20:57,128 And we also utilize purchase remarketing, which is huge with grocery brand 393 00:20:57,128 --> 00:20:58,764 because it's something that you're not buying just once, 394 00:20:58,764 --> 00:21:02,639 it's going to be something you're buying multiple times a year. 395 00:21:02,639 --> 00:21:04,737 So we were able to utilize that. 396 00:21:04,737 --> 00:21:07,084 And you know, let's say a product, person bought your product, 397 00:21:07,617 --> 00:21:10,035 you remarket them. They go, Oh yeah, that was a good product. 398 00:21:10,035 --> 00:21:11,315 I'm going to get this again. 399 00:21:11,315 --> 00:21:14,017 So you're able to just kind of create brand halo shoppers. 400 00:21:14,479 --> 00:21:17,039 And you also might be thinking, OK, well, what if these people 401 00:21:17,039 --> 00:21:19,137 are already going to be buying the product? 402 00:21:19,173 --> 00:21:20,879 You don't want to be, you know, cannibalizing it. 403 00:21:20,879 --> 00:21:24,897 But if you look at that new brand sales stat, over 50% of our sales 404 00:21:25,181 --> 00:21:26,212 were new to brand. 405 00:21:26,212 --> 00:21:29,484 So it shows that we still were expanding 406 00:21:30,301 --> 00:21:35,030 our customer base without cannibalizing it and basically kind of not using 407 00:21:35,599 --> 00:21:39,297 our ad spend properly. And again, we did see another huge 408 00:21:39,688 --> 00:21:42,461 increase in ad revenue 35% year over year. 409 00:21:45,163 --> 00:21:46,017 Last case study we 410 00:21:46,017 --> 00:21:48,790 got for you is a chew toy brand on the... 411 00:21:49,146 --> 00:21:51,883 We're in a very aggressive sponsored display ad strategy 412 00:21:51,883 --> 00:21:54,906 for them, really in Q4 of 2021. 413 00:21:55,617 --> 00:21:58,106 On the right hand side, you'll see the audiences that we use. 414 00:21:58,106 --> 00:22:00,168 This is the, with all the... 415 00:22:01,128 --> 00:22:04,506 This is a full funnel sponsored display ad approach that we used for this brand, 416 00:22:05,217 --> 00:22:08,772 starting at the bottom of the funnel again with views remarketing 417 00:22:09,554 --> 00:22:13,288 also interacting with our brand halo shoppers with purchases remarketing. 418 00:22:13,465 --> 00:22:17,128 Once we got a really solid foundation there and built a lot of relevancy 419 00:22:17,128 --> 00:22:18,337 with those display ads, 420 00:22:18,337 --> 00:22:21,359 we worked up the funnel, started targeting in-market shoppers 421 00:22:21,359 --> 00:22:23,457 that didn't have brand loyalty in the category, 422 00:22:23,599 --> 00:22:26,265 really took advantage of that off Amazon placement. 423 00:22:26,550 --> 00:22:28,825 And then we experimented with those top of funnel, 424 00:22:28,825 --> 00:22:31,101 those lifestyle and interest audiences. 425 00:22:31,101 --> 00:22:35,083 So when you tap into lifestyle and interest, again, those are so top of funnel, 426 00:22:35,332 --> 00:22:39,848 you're reaching potentially millions of US shoppers in a given time period, 427 00:22:40,168 --> 00:22:43,723 and they're deemed out of aisle shoppers because they've showed 428 00:22:43,723 --> 00:22:45,679 purchase intent in the category. 429 00:22:45,679 --> 00:22:48,416 But it's been in the last 365 days. 430 00:22:48,701 --> 00:22:52,185 So when you're launching lifestyle and interest audiences, 431 00:22:52,185 --> 00:22:53,927 you need to track those 432 00:22:53,927 --> 00:22:56,736 with different KPIs than you would middle to bottom of funnel 433 00:22:56,985 --> 00:22:58,692 because you don't want to track like return on ad spend, 434 00:22:58,692 --> 00:23:02,212 ACOS, ad revenue with lifestyle and interest audiences. 435 00:23:02,461 --> 00:23:05,412 Because really, you're just trying to get more brand awareness 436 00:23:05,625 --> 00:23:08,470 and just try to increase your discoverability there 437 00:23:08,683 --> 00:23:12,416 and just hopefully drive more traffic to your detail product page. 438 00:23:12,629 --> 00:23:13,945 Even if they don't purchase, 439 00:23:13,945 --> 00:23:17,643 the views remarketing will do a great job of capturing that low hanging fruit. 440 00:23:17,856 --> 00:23:21,589 And then once they become a brand halo shopper, the purchases remarketing, 441 00:23:21,589 --> 00:23:23,509 we will continue to reengage with them. 442 00:23:24,541 --> 00:23:25,323 You'll see just how 443 00:23:25,323 --> 00:23:28,167 powerful with these numbers here, up top 444 00:23:28,736 --> 00:23:33,465 when you execute a full funnel display ad approach and you put the money 445 00:23:34,176 --> 00:23:37,554 and allocate it towards all three of the stages 446 00:23:37,554 --> 00:23:40,754 of the marketing funnel, awareness consideration, high purchase intent, 447 00:23:41,572 --> 00:23:44,914 it won't just drive sales velocity for you, 448 00:23:45,091 --> 00:23:47,651 but it's going to drive potentially millions of dollars 449 00:23:47,651 --> 00:23:50,247 in new to brand sales for you that you could have missed out 450 00:23:50,247 --> 00:23:54,407 on, and competition could have ended up stealing those shoppers from you. 451 00:23:55,047 --> 00:23:57,429 But for this chew toy brand, we drove $2.6 million 452 00:23:57,429 --> 00:24:02,514 in ad revenue, and a vast majority of that was during Q4, 453 00:24:03,118 --> 00:24:06,211 just with sponsored display at a 10% ACOS. 454 00:24:06,211 --> 00:24:10,869 So really, really efficient across the board, 455 00:24:11,438 --> 00:24:14,247 across the entire funnel. 456 00:24:14,887 --> 00:24:18,087 And new to brands were upwards of 1.5 million. 457 00:24:18,656 --> 00:24:20,362 This brand saw [unintelligible] 458 00:24:22,033 --> 00:24:22,389 [unintelligible] Overall 459 00:24:22,389 --> 00:24:25,198 this saw 327% year over year revenue in Q4 460 00:24:25,376 --> 00:24:27,687 and a big player for that was sponsored display. 461 00:24:30,069 --> 00:24:30,531 All right. Sweet. 462 00:24:30,531 --> 00:24:33,980 So we covered the case studies, and now we're going to go over 463 00:24:33,980 --> 00:24:36,007 definitely some of the best practices that, you know, 464 00:24:36,007 --> 00:24:38,282 if you take anything away from what Jordan and I have shared today, 465 00:24:38,460 --> 00:24:40,344 definitely start executing these strategies 466 00:24:40,344 --> 00:24:42,407 that we're about to share with you on these next couple of slides. 467 00:24:43,189 --> 00:24:45,215 So the first one would be that those bottom of funnel too 468 00:24:45,215 --> 00:24:48,095 that you saw on every single one of the case studies Jordan and I shared. 469 00:24:48,309 --> 00:24:52,078 Views remarketing and purchases remarketing, they they go hand in hand. 470 00:24:52,433 --> 00:24:56,415 They're definitely the top sales velocity drivers with these programmatic ads 471 00:24:56,415 --> 00:24:57,127 right now. 472 00:24:57,518 --> 00:25:00,860 With the views remarketing, we saw far more success at driving 473 00:25:00,860 --> 00:25:04,095 not just new to brand sales, but just driving an increase in year 474 00:25:04,095 --> 00:25:07,011 over year ad revenue with that similar to advertise audience. 475 00:25:07,011 --> 00:25:11,242 So it's very interesting kind of reading, just 476 00:25:11,882 --> 00:25:16,326 studying US shoppers and how they interact with the Amazon platform and brands. 477 00:25:16,326 --> 00:25:21,233 But what we found behaviorally is that if a shopper comes to Amazon, 478 00:25:21,411 --> 00:25:24,540 and they search in a subcategory, they get a whole bunch of product pages 479 00:25:24,789 --> 00:25:27,455 of competitors. And they don't purchase. 480 00:25:27,740 --> 00:25:30,620 And they didn't interact with your brand at all during that time period. 481 00:25:31,046 --> 00:25:34,708 If we can retarget those shoppers wherever they may be in their path 482 00:25:34,708 --> 00:25:38,797 to purchase on Amazon, off of Amazon, if we hit them with display ads, 483 00:25:39,082 --> 00:25:41,393 they are more likely to purchase from our brand 484 00:25:41,393 --> 00:25:43,171 who they didn't interact with on Amazon 485 00:25:43,171 --> 00:25:45,731 than purchASINg from a brand 486 00:25:48,611 --> 00:25:51,135 they did interact with on Amazon. 487 00:25:51,491 --> 00:25:55,899 I'm talking like 70 to 80% of our ad revenue within the platform 488 00:25:55,899 --> 00:25:57,073 views remarketing was coming from this, 489 00:25:57,073 --> 00:25:58,957 this is similar to advertise audience. 490 00:25:58,957 --> 00:26:01,659 So we saw north of 50% of 491 00:26:01,659 --> 00:26:03,544 this ad revenue was new to brand. 492 00:26:03,544 --> 00:26:06,459 So we aren't really cannibalizing our own sales at all. 493 00:26:06,637 --> 00:26:09,233 That kind of debunks that theory 494 00:26:09,233 --> 00:26:09,944 because you could say, 495 00:26:09,944 --> 00:26:12,504 well, the ACOS is so low, like you have to be targeting shoppers 496 00:26:12,504 --> 00:26:14,637 that were organically going to be searching from you. 497 00:26:14,637 --> 00:26:15,846 And some scenarios, yes, 498 00:26:15,846 --> 00:26:18,015 and there are ways that you can kind of clean up that mess. 499 00:26:18,619 --> 00:26:21,890 But the new to brand sales speak for themselves, that these ad types 500 00:26:21,890 --> 00:26:24,984 do a very good job at bringing shoppers all the way through the marketing funnel. 501 00:26:25,481 --> 00:26:25,837 For viewers remarketing, 502 00:26:25,837 --> 00:26:29,286 KPIs we'd recommend tracking would definitely be that sales 503 00:26:29,286 --> 00:26:33,304 velocity one. So ad revenue, new to brand sales as well as return on ad spend. 504 00:26:33,659 --> 00:26:36,432 And then if we go even lower in the funnel purchases remarketing... 505 00:26:36,788 --> 00:26:38,921 Again, this is the by far the best ad type 506 00:26:39,064 --> 00:26:42,050 to reengage with existing brand halo shoppers of yours. 507 00:26:42,868 --> 00:26:43,259 You don't, 508 00:26:43,259 --> 00:26:46,566 You never want to lose your brand Halo shoppers, especially with how competitive 509 00:26:46,566 --> 00:26:49,623 the landscape on Amazon is now in 2022. 510 00:26:49,837 --> 00:26:52,148 There's so much competition in all these categories, 511 00:26:52,326 --> 00:26:56,557 so many different products that shoppers could potentially buy from. 512 00:26:57,588 --> 00:26:58,263 Targeting these 513 00:26:58,263 --> 00:27:01,783 shoppers behaviorally is a great way to make sure 514 00:27:01,783 --> 00:27:05,374 that these brand halo shoppers stay engaged with you at all times. 515 00:27:05,872 --> 00:27:07,579 It's also great with a lot of these brands. 516 00:27:07,579 --> 00:27:11,063 They had new products that they launched, and if they don't have any reviews, 517 00:27:11,063 --> 00:27:13,481 they don't have any star rating, 518 00:27:14,761 --> 00:27:17,961 the best audience to purchase those types of products 519 00:27:17,961 --> 00:27:19,525 is going to be your brand halo shoppers. 520 00:27:19,525 --> 00:27:24,219 So it's a great way to generate reviews and also keep like your ACOS pretty low 521 00:27:24,219 --> 00:27:25,463 at the same time. 522 00:27:25,961 --> 00:27:29,197 KPIs we would track would be conversion rate with purchases remarketing 523 00:27:29,410 --> 00:27:33,179 and then new metrics that we can track, like how many shoppers added, you know, 524 00:27:33,214 --> 00:27:37,979 your new products to their cart and also how many brand halo customers or brand 525 00:27:37,979 --> 00:27:43,241 customers did you acquire during a certain week or a certain month period? 526 00:27:48,503 --> 00:27:49,036 Awesome. 527 00:27:49,036 --> 00:27:52,165 No, this is my personally, my favorite type of advertisement 528 00:27:52,556 --> 00:27:54,654 on the whole Amazon 529 00:27:55,863 --> 00:27:59,241 advertising landscape. I mean, I try and push these all the time. 530 00:27:59,596 --> 00:28:02,263 First, we got product targeting with sponsored display. 531 00:28:02,547 --> 00:28:05,285 So first off, defensive product targeting. 532 00:28:05,285 --> 00:28:08,236 You know, this number one, defend yourself space. 533 00:28:08,236 --> 00:28:12,147 So, you know, kind of like that one example that Matt showed earlier, 534 00:28:13,107 --> 00:28:16,201 you can defend... Let's say someone clicked on your camera product, 535 00:28:16,770 --> 00:28:21,001 they will defend that space so you won't have potential competitors 536 00:28:21,427 --> 00:28:24,378 on your space, which might lead to you not getting the sale. 537 00:28:24,769 --> 00:28:28,325 So you were defending your space, and you're also able to almost show 538 00:28:28,325 --> 00:28:32,272 your entire portfolio of products. 539 00:28:32,272 --> 00:28:35,223 So, you know, let's say you have three different type of cameras. 540 00:28:35,863 --> 00:28:39,098 Someone clicked on camera A, but then you also have camera B and camera C 541 00:28:39,454 --> 00:28:43,792 on your product as well, and maybe they'll end up buying camera B instead. 542 00:28:43,792 --> 00:28:45,463 Or maybe they buy two different types 543 00:28:45,463 --> 00:28:49,125 of cameras or different types of products from your entire product portfolio. 544 00:28:49,374 --> 00:28:52,396 Here you can also see a lot of new to brand sales, mainly 545 00:28:52,396 --> 00:28:55,738 because these people... Let's say someone close on organically. 546 00:28:55,951 --> 00:28:57,160 You can expand 547 00:28:58,334 --> 00:29:02,031 your customer brand, your brand halo shoppers 548 00:29:02,031 --> 00:29:05,623 because people will see, you know, you don't have just one product. 549 00:29:05,623 --> 00:29:07,720 They'll be able to see that you have multiple products 550 00:29:07,720 --> 00:29:11,738 that coincide with each other, that could be useful with each other. 551 00:29:12,556 --> 00:29:15,934 Next, we got off into product targeting, which we talked about this 552 00:29:15,934 --> 00:29:16,858 a little bit before. 553 00:29:16,858 --> 00:29:19,880 You're going to be on your competitors' shelf space. 554 00:29:19,916 --> 00:29:25,320 So you can possibly take their shoppers and convert them into your own, 555 00:29:25,462 --> 00:29:27,987 which then we can also, you know, almost goes in a full circle. 556 00:29:27,987 --> 00:29:29,907 You can end up doing purchase remarketing, views 557 00:29:29,907 --> 00:29:31,720 remarketing, everything like that. 558 00:29:31,720 --> 00:29:35,667 But this kind of goes back to the let some companies pay for the expensive cost 559 00:29:35,667 --> 00:29:36,805 per click model. 560 00:29:36,805 --> 00:29:40,680 So, you know, you pay way more for that shopper to go on their product, 561 00:29:41,036 --> 00:29:42,920 and then you can take them away 562 00:29:42,920 --> 00:29:46,227 for a way cheaper price, that you're paying less for their shoppers 563 00:29:47,009 --> 00:29:50,244 than they are for just, you know, kind of throwing money out there 564 00:29:51,524 --> 00:29:54,227 and not getting the sale from there. 565 00:29:54,227 --> 00:29:55,151 And here we see 566 00:29:55,151 --> 00:29:59,133 a huge number of new to brand sales because this is when we're actually, 567 00:29:59,418 --> 00:30:02,191 you know, these aren't people that have been buying from your company, 568 00:30:02,191 --> 00:30:04,182 they're buying from other people's company. 569 00:30:04,182 --> 00:30:06,849 So you're essentially able to take these brand halo shoppers 570 00:30:06,849 --> 00:30:09,551 from other companies and converting them to your own. 571 00:30:19,258 --> 00:30:22,742 Last best practice we recommend would be adding creatives to these display ads, 572 00:30:22,955 --> 00:30:25,906 so we saw quite an uplift in click through rate. 573 00:30:44,360 --> 00:30:44,751 Jordan, 574 00:30:44,751 --> 00:30:48,413 it seems we might have lost connection with Matt here for a moment. 575 00:30:49,053 --> 00:30:49,480 Yeah. 576 00:30:50,795 --> 00:30:51,577 Would you be able to cover this slide for us? 577 00:30:52,182 --> 00:30:56,555 Whoa, I heard Matt for a second. Are you there? 578 00:30:56,555 --> 00:30:58,546 I'm here. Did I cut off? 579 00:30:58,546 --> 00:31:01,604 Yeah, you got cut off. You just froze. You're good now. 580 00:31:01,604 --> 00:31:08,822 Am I good now? Yep. You want me to start over on this slide? Yes. 581 00:31:08,822 --> 00:31:09,675 So we definitely 582 00:31:09,675 --> 00:31:13,088 recommend adding creative to these display ads. 583 00:31:13,515 --> 00:31:15,968 Lifestyle images would probably be the number one. 584 00:31:17,533 --> 00:31:21,159 The reason for that is really you're just increASINg your overall visibility 585 00:31:21,195 --> 00:31:25,497 on the Amazon platform, off of it, as well as just click through rate. 586 00:31:25,497 --> 00:31:29,444 So we're trying to drive more traffic to the product page on it on a daily basis. 587 00:31:30,261 --> 00:31:31,897 It goes back to the theory of that 588 00:31:31,897 --> 00:31:33,106 45% of U.S. 589 00:31:33,106 --> 00:31:36,697 shoppers are searching on mobile devices. And so 590 00:31:37,941 --> 00:31:41,710 the shelf space on a mobile device is extremely limited. 591 00:31:41,924 --> 00:31:45,444 So if they, if you hit a shopper with a sponsored 592 00:31:45,444 --> 00:31:47,790 display ad when they're shopping on their phone 593 00:31:48,146 --> 00:31:52,412 and it has a lifestyle image attached to it, takes up like 30% 594 00:31:52,412 --> 00:31:53,479 of someone's screen space. 595 00:31:53,479 --> 00:31:56,466 So it's disruptive and it's also very engaging. 596 00:31:56,679 --> 00:32:00,555 And depending on the the image you use, it can really show off your 597 00:32:00,555 --> 00:32:04,252 your product and its unique selling proposition. 598 00:32:04,857 --> 00:32:08,875 So what we found is that when you're running like product 599 00:32:08,875 --> 00:32:12,146 targeting on the Amazon platform, these lifestyle images work 600 00:32:12,146 --> 00:32:16,910 two to three times better at driving higher click through rate 601 00:32:17,906 --> 00:32:18,617 compared to 602 00:32:18,617 --> 00:32:21,248 using display ads that don't include the lifestyle image. 603 00:32:22,634 --> 00:32:26,119 Because most of these display ads are appearing on product pages on the Amazon 604 00:32:26,119 --> 00:32:30,919 platform, and display ads are the first ad type that a shopper will be engaged 605 00:32:30,919 --> 00:32:33,692 with if they're on a competitor detail product page. 606 00:32:33,941 --> 00:32:34,865 It's not going to be a sponsored 607 00:32:34,865 --> 00:32:39,239 brand ad. It's not going to be a sponsored product ad. Off of Amazon placement, 608 00:32:39,239 --> 00:32:43,968 we do actually recommend going with like a headline and a logo. 609 00:32:44,608 --> 00:32:47,345 It shows your product in a better... 610 00:32:47,630 --> 00:32:51,683 It shows your product in a more clear way, as well as shoppers 611 00:32:51,683 --> 00:32:54,705 are much more interested in like, you know, how many reviews, 612 00:32:54,705 --> 00:32:57,016 what's the star rating, is it prime eligible. 613 00:32:57,870 --> 00:33:01,496 And then when you use the logo and and headline ad, 614 00:33:01,496 --> 00:33:05,301 it also shows the title of the product as well. 615 00:33:06,261 --> 00:33:09,887 KPIs we would recommend if you're AB testing lifestyle images versus 616 00:33:09,887 --> 00:33:13,763 no lifestyle images, definitely recommend and tracking like click through rate, 617 00:33:14,012 --> 00:33:17,105 detail page views, and then the add to cart metrics. 618 00:33:18,101 --> 00:33:20,341 So how many shoppers actually put my product 619 00:33:20,341 --> 00:33:21,372 in their cart. 620 00:33:29,478 --> 00:33:30,047 Excellent. 621 00:33:30,047 --> 00:33:30,438 All right. 622 00:33:30,438 --> 00:33:34,527 Thank you, gentlemen, for sharing all that information with us. 623 00:33:35,309 --> 00:33:37,976 As a reminder, if you do have any questions for us, 624 00:33:38,367 --> 00:33:40,216 please go ahead and drop those questions in the chat. 625 00:33:40,216 --> 00:33:42,527 I see a few that we'll get started with. 626 00:33:42,527 --> 00:33:45,549 But we have a half hour left in our time slot here. 627 00:33:45,585 --> 00:33:48,927 We don't necessarily have to use all of it, so just drop those questions 628 00:33:49,176 --> 00:33:51,985 and we'll start working our way through them. 629 00:33:52,269 --> 00:33:53,656 First question here 630 00:33:53,656 --> 00:33:56,180 is you mentioned the 631 00:33:57,212 --> 00:33:58,847 minimum spend for Amazon 632 00:33:58,847 --> 00:34:00,234 DSP was $35K. 633 00:34:00,234 --> 00:34:03,505 Is there a minimum spend requirement for sponsored display ads? 634 00:34:05,567 --> 00:34:07,665 There is not, which is, 635 00:34:09,016 --> 00:34:12,109 which has been a game changer for all of the brands 636 00:34:12,180 --> 00:34:14,243 that we work with at Kaspien. So 637 00:34:15,843 --> 00:34:19,256 we have brands that spend $100 on these programmatic ads a month. 638 00:34:19,291 --> 00:34:23,594 We have brands that spend $100,000 on these, on these ad types a month. 639 00:34:23,594 --> 00:34:27,825 So whatever budget, you want to allocate towards it. 640 00:34:29,567 --> 00:34:30,954 You can make it work. 641 00:34:30,954 --> 00:34:33,585 And we've seen results across the board. 642 00:34:33,585 --> 00:34:37,567 Yeah, I'd definitely, just to add on that, ever since October, 643 00:34:37,567 --> 00:34:42,118 it just really was, you know, it wasn't exclusive just to those big brands, 644 00:34:42,118 --> 00:34:44,678 you know, we were able to actually really start utilizing it across 645 00:34:45,211 --> 00:34:47,558 all the different brands we've worked with, which was huge. 646 00:34:47,664 --> 00:34:51,540 And we've definitely seen brands grow significantly ever since we started 647 00:34:51,540 --> 00:34:52,749 using these. 648 00:34:54,882 --> 00:34:55,309 Got it. 649 00:34:56,553 --> 00:34:57,087 Yeah, that 650 00:34:57,087 --> 00:34:59,362 price reduction is a huge difference. 651 00:35:00,322 --> 00:35:02,918 A similar question or related question, 652 00:35:02,918 --> 00:35:06,509 is there any value left in Amazon DSP after this update 653 00:35:06,509 --> 00:35:09,887 or do I get everything I need from the sponsored display ad side? 654 00:35:10,953 --> 00:35:13,691 That's a great question. So they're... 655 00:35:14,011 --> 00:35:16,998 Personally, so with our brands, we have seen that a lot of them 656 00:35:16,998 --> 00:35:20,198 that used to run DSP have now shifted their entire 657 00:35:20,198 --> 00:35:23,469 DSP budget and just put it all towards sponsored display. 658 00:35:23,718 --> 00:35:27,238 But I still do see value in running DSP. 659 00:35:27,522 --> 00:35:31,931 If you have your own website, you could easily run those pixel targeting 660 00:35:31,931 --> 00:35:37,300 campaigns and create a custom audience that is specifically just for your brand. 661 00:35:37,584 --> 00:35:40,500 I think that is extremely valuable in 2022, 662 00:35:40,749 --> 00:35:42,633 especially thinking about outbound marketing 663 00:35:42,633 --> 00:35:45,869 and how you can apply that and channel shoppers towards 664 00:35:45,869 --> 00:35:49,957 your Amazon, either brand store or detail product pages. 665 00:35:51,131 --> 00:35:51,486 Really, 666 00:35:51,486 --> 00:35:54,544 there's some subtle differences with DSP still. 667 00:35:54,580 --> 00:35:57,566 You do have a slight bit more creative ability, 668 00:35:58,100 --> 00:36:01,264 not a whole lot more than what the sponsored display ad offers. 669 00:36:02,046 --> 00:36:04,535 But you do have a little more flexibility 670 00:36:04,535 --> 00:36:06,846 with the creative and how the display ads look. 671 00:36:07,628 --> 00:36:09,833 And then the last thing 672 00:36:10,366 --> 00:36:11,859 would be with DSP, 673 00:36:11,859 --> 00:36:14,811 you can run video ads and not just these 674 00:36:15,948 --> 00:36:18,402 display ads or still ads. 675 00:36:18,402 --> 00:36:21,495 So those video ads can appear in a lot of the same 676 00:36:21,495 --> 00:36:26,153 ad inventory placements, but those video ads can also appear on 677 00:36:27,006 --> 00:36:29,317 like similar to how OTT runs and operates. 678 00:36:29,317 --> 00:36:32,979 So those video ads will appear on like Fire TV and things like that. 679 00:36:35,042 --> 00:36:37,459 And OTT, just in case our audience doesn't know...? 680 00:36:39,308 --> 00:36:39,806 OTT 681 00:36:39,806 --> 00:36:42,935 stands for over the top, so it's also a.k.a. 682 00:36:42,935 --> 00:36:47,201 known as the cord cutters, but it's the streaming TV platform. 683 00:36:47,201 --> 00:36:49,690 So Fire TV, Hulu, 684 00:36:51,824 --> 00:36:54,099 and all of those types of devices 685 00:36:54,099 --> 00:36:55,415 that go with that. 686 00:36:57,939 --> 00:36:58,401 Excellent. 687 00:36:58,401 --> 00:36:59,041 Thank you for that. 688 00:36:59,041 --> 00:37:03,521 The pixel retargeting on your own website, like that seems like a great way 689 00:37:03,521 --> 00:37:07,859 to focus in on a very relevant audience or a high intent audience. 690 00:37:09,246 --> 00:37:11,166 Jumping into another question here. 691 00:37:11,166 --> 00:37:14,615 Can I specify to run only on Amazon? 692 00:37:14,686 --> 00:37:16,072 Not off Amazon? 693 00:37:16,072 --> 00:37:19,166 And is that a good idea, especially with a lower budget? 694 00:37:22,010 --> 00:37:24,641 So for on Amazon, it goes back to Jordan's favorite part, 695 00:37:24,641 --> 00:37:28,623 which is the product targeting. So if you want to solely focus on 696 00:37:28,623 --> 00:37:30,223 on Amazon placement, products 697 00:37:30,223 --> 00:37:33,921 targeting will guarantee you that you're only placing ads on the marketplace. 698 00:37:34,312 --> 00:37:38,863 Once you get into the first party data and the audience segments, we have, 699 00:37:39,325 --> 00:37:42,952 we don't have a whole lot of control right now over 700 00:37:43,734 --> 00:37:46,223 if our ad's being served on Amazon or off of Amazon. 701 00:37:46,223 --> 00:37:50,099 What we do know is roughly 70% of the time, our ads, 702 00:37:50,383 --> 00:37:54,045 our shoppers are interacting with our display ads off of the Amazon platform. 703 00:37:57,423 --> 00:37:58,134 This I'll pass 704 00:37:58,134 --> 00:38:01,725 to you, Jordan. For reviews remarketing, do you 705 00:38:02,010 --> 00:38:05,103 manually select which competitor ASINs you want to remarket to? 706 00:38:06,241 --> 00:38:09,263 It's not, you can't pick them specifically. 707 00:38:09,263 --> 00:38:12,819 It is very, they... Amazon picks it itself, essentially. 708 00:38:13,139 --> 00:38:17,405 So you don't have much control over exactly what other products it goes. 709 00:38:17,405 --> 00:38:21,423 But Amazon does do a very good job of taking similar to advertise products. 710 00:38:23,023 --> 00:38:25,690 Therefore we do see a lot of success with it. 711 00:38:27,076 --> 00:38:27,965 Got it. 712 00:38:28,285 --> 00:38:32,125 A similar kind of more detailed question, what are the requirements for sponsored 713 00:38:32,125 --> 00:38:34,365 display ads? Do you need to be brand registered? 714 00:38:34,401 --> 00:38:37,387 Do you need custom creative assets for it or just a poll from the 715 00:38:37,494 --> 00:38:40,587 the listing assets? 716 00:38:40,587 --> 00:38:43,645 You do have to be brand registered. 717 00:38:44,143 --> 00:38:47,129 We've had success with brands that don't have creative assets. 718 00:38:47,165 --> 00:38:51,325 We've ran the display ads with just the logo and a headline, 719 00:38:51,325 --> 00:38:54,596 and we've still seen great results from that. 720 00:38:55,236 --> 00:39:00,249 But yeah, it's not a barrier to entry if you don't have any types of 721 00:39:01,280 --> 00:39:03,129 creative or 722 00:39:03,129 --> 00:39:06,969 really high level lifestyle images. 723 00:39:07,218 --> 00:39:09,174 Got it. OK, 724 00:39:09,387 --> 00:39:11,378 question here about cannibalization. 725 00:39:11,378 --> 00:39:13,547 You were talking about this earlier, Matt. 726 00:39:13,547 --> 00:39:16,676 What is the best way to avoid cannibalizing your own customer 727 00:39:16,676 --> 00:39:19,094 base with DSP retargeting? 728 00:39:21,014 --> 00:39:21,831 Yeah, 729 00:39:22,720 --> 00:39:25,991 that's a great question. So this is something we're still trying 730 00:39:25,991 --> 00:39:29,725 to find best practices for. What we found... The best way 731 00:39:29,796 --> 00:39:33,316 to split up these audiences by your product families. 732 00:39:34,134 --> 00:39:38,827 And then from there we can really control how much money we're allocating towards 733 00:39:38,827 --> 00:39:43,520 campaigns that have a lower new to brand sales percentage month over month 734 00:39:44,445 --> 00:39:47,147 and then allocate more dollars towards campaigns 735 00:39:47,147 --> 00:39:49,636 that have a higher new brand sales percentage month over month. 736 00:39:50,169 --> 00:39:54,009 What we found when we were testing back in October and parts of November 737 00:39:54,293 --> 00:39:56,107 is that there were definitely some 738 00:39:57,316 --> 00:40:00,764 DSP retargeting campaigns that were cannibalizing sales. 739 00:40:00,764 --> 00:40:03,787 You know that when you have a very low new 740 00:40:03,787 --> 00:40:06,987 to brand sales percentage within those campaigns. 741 00:40:07,307 --> 00:40:10,578 So either we found if you bid down on the CPMs 742 00:40:10,578 --> 00:40:14,027 pretty significantly by 50 to 100% 743 00:40:14,524 --> 00:40:19,147 every week, that will just lower your overall visibility on those ad placements. 744 00:40:19,147 --> 00:40:21,920 So you'll be 745 00:40:22,951 --> 00:40:24,195 targeting less shoppers. 746 00:40:24,195 --> 00:40:28,035 Therefore, you'll probably be acquiring less new to brand shoppers as well, 747 00:40:28,746 --> 00:40:31,129 but you'll be cannibalizing your sales less when you, 748 00:40:31,129 --> 00:40:33,795 when you're bidding down on those CPMs. 749 00:40:33,795 --> 00:40:41,546 Got it. We have many more questions pouring in. Great to see this engagement. 750 00:40:41,795 --> 00:40:43,573 Please keep 'em coming. 751 00:40:44,640 --> 00:40:47,697 One of them here, let's see... 752 00:40:47,804 --> 00:40:49,262 You presented on 753 00:40:49,262 --> 00:40:52,035 many different strategies in the case study section 754 00:40:52,426 --> 00:40:56,409 by using different types of audience targeting or audience insights. 755 00:40:57,120 --> 00:41:00,497 How do you decide which combination to choose? 756 00:41:01,884 --> 00:41:04,622 We saw some that used all of them, that chew toy brand. 757 00:41:04,906 --> 00:41:08,071 We saw some examples that only used a couple options. 758 00:41:08,675 --> 00:41:11,520 What factors go into deciding which options to use? 759 00:41:14,115 --> 00:41:17,031 Biggest factor for our brands would be budget. 760 00:41:17,066 --> 00:41:23,075 So the brands that want to spend, you know, $50,000 or more on 761 00:41:23,075 --> 00:41:27,306 these display ads in a given month, we're going to want to not just target 762 00:41:27,306 --> 00:41:31,217 the low hanging fruit, bottom of funnel shoppers, but also expand 763 00:41:31,217 --> 00:41:33,955 top of funnel reach with those lifestyle and interest audiences. 764 00:41:34,915 --> 00:41:39,253 So budget's a huge threshold in determination for strategy. 765 00:41:39,999 --> 00:41:44,728 If a brand only wants to put $500 towards display ads, that's great. 766 00:41:44,728 --> 00:41:45,937 But we're only going to run 767 00:41:45,937 --> 00:41:48,461 bottom of funnel strategies because we want to make sure 768 00:41:48,461 --> 00:41:51,661 that you stay profitable when you're running these display ads, 769 00:41:52,408 --> 00:41:56,284 as well as driving new to brand sales, and those bottom of funnel views 770 00:41:56,284 --> 00:41:58,417 remarketing campaigns do a great job at 771 00:41:58,986 --> 00:42:01,617 kind of conquering and achieving both of those KPIs. 772 00:42:02,292 --> 00:42:02,790 Yeah. 773 00:42:02,826 --> 00:42:04,248 And if I can add on this. Correct me 774 00:42:04,248 --> 00:42:06,097 if I'm wrong, Matt, if you do something different. 775 00:42:06,097 --> 00:42:10,932 But for me, essentially what I do and I'm doing, if I'm building sponsored 776 00:42:10,932 --> 00:42:15,270 display campaigns, I really start out with that purchase remarketing. Sometimes... 777 00:42:15,306 --> 00:42:18,186 Well, it also depends on what type of product it is. 778 00:42:18,435 --> 00:42:18,755 You know, 779 00:42:18,755 --> 00:42:21,848 like if you're in the grocery category, obviously you're going to want to 780 00:42:22,452 --> 00:42:23,448 retarget those shoppers. 781 00:42:23,448 --> 00:42:27,359 But if you're...that you know someone's only going to buy once, then 782 00:42:27,608 --> 00:42:29,670 purchase remarketing isn't always the best thing. 783 00:42:30,452 --> 00:42:31,377 But then I move on to, 784 00:42:31,377 --> 00:42:32,977 views remarketing is always next. 785 00:42:32,977 --> 00:42:35,501 And then I go into defensive product targeting 786 00:42:35,786 --> 00:42:38,950 and offensive product targeting and slowly start kind of building up the funnel. 787 00:42:38,950 --> 00:42:40,194 We always start at the bottom 788 00:42:40,194 --> 00:42:40,763 because that's where 789 00:42:40,763 --> 00:42:44,354 we see the most success, and it's always a little bit cheaper there. 790 00:42:44,568 --> 00:42:45,066 And then 791 00:42:45,066 --> 00:42:48,763 depending on the size of the budget, you kind of start moving up the 792 00:42:48,763 --> 00:42:49,759 funnel higher and higher. 793 00:42:54,594 --> 00:42:57,403 Seems like a sound strategy. 794 00:42:58,292 --> 00:42:59,821 More specific question 795 00:42:59,821 --> 00:43:02,914 to one of our audience members... 796 00:43:02,914 --> 00:43:05,688 They're experiencing discoverability as a concern. 797 00:43:06,221 --> 00:43:09,954 Competition is a combination of knock offs and more legitimate sellers. 798 00:43:11,945 --> 00:43:14,719 In this issue where discoverability is a big pain point, 799 00:43:15,003 --> 00:43:17,883 are sponsored display ads a good starting point 800 00:43:17,883 --> 00:43:21,225 to kind of resolving that issue? Or how would you begin tackling that issue? 801 00:43:22,576 --> 00:43:23,287 Totally. 802 00:43:23,287 --> 00:43:27,270 If if you want to increase overall brand awareness 803 00:43:27,625 --> 00:43:31,181 by tapping into those top of funnel display ads, the interest and lifestyle 804 00:43:31,181 --> 00:43:36,585 audiences, which Amazon just continues to add more audiences to 805 00:43:36,656 --> 00:43:38,647 allow, like Jordan and I, to leverage every day. 806 00:43:40,496 --> 00:43:43,981 But potentially there you're reaching millions of U.S. 807 00:43:43,981 --> 00:43:44,870 shoppers. 808 00:43:44,870 --> 00:43:48,852 What you have to be OK with, though, is that you don't want to track those 809 00:43:48,852 --> 00:43:54,114 lifestyle audiences with bottom of funnel KPIs, like return on ad spend and ACOS. 810 00:43:54,363 --> 00:43:57,989 If you're OK to allocate a portion of your ad dollars every month 811 00:43:58,238 --> 00:44:01,403 towards going out and just increASINg like your click through rate 812 00:44:01,616 --> 00:44:05,065 or increASINg your detail page views and sessions in a given month, 813 00:44:05,847 --> 00:44:08,905 then those lifestyles and interest audiences are definitely going 814 00:44:08,905 --> 00:44:10,612 to be for you, right? 815 00:44:11,714 --> 00:44:12,283 Depending on 816 00:44:12,283 --> 00:44:16,016 what category you sell in, there are certain audiences 817 00:44:16,016 --> 00:44:20,105 that are top of funnel that could be directly correlated towards 818 00:44:20,105 --> 00:44:24,123 whatever you're selling in your category. So I would definitely recommend 819 00:44:24,123 --> 00:44:27,074 going through that. There is a massive catalog 820 00:44:27,287 --> 00:44:30,523 of first party audiences that Amazon is giving us access to. 821 00:44:31,625 --> 00:44:33,865 And they span across 822 00:44:34,576 --> 00:44:37,385 so many different categories. 823 00:44:37,847 --> 00:44:39,909 So I would definitely recommend checking those out. 824 00:44:39,909 --> 00:44:45,242 I think it is a better driver of awareness and discoverability than a sponsored 825 00:44:45,242 --> 00:44:46,274 brand headline ad 826 00:44:46,274 --> 00:44:48,442 that is only an on Amazon placement. 827 00:44:49,047 --> 00:44:54,131 Display will give you [unintelligible] and the off Amazon placement. To add a little bit more... 828 00:44:54,131 --> 00:44:57,865 I mean, I definitely think also if you wanted to target 829 00:44:57,865 --> 00:45:00,958 specifically on Amazon doing a lot of offensive product targeting 830 00:45:00,958 --> 00:45:04,442 as well, I, you know, like some of your similar products, it depends. 831 00:45:04,798 --> 00:45:06,896 Depending on the brand, you know, you don't... 832 00:45:06,896 --> 00:45:09,136 If it's a smaller brand, it's going to be tough 833 00:45:09,136 --> 00:45:11,767 to advertise against some of these top tier brands. 834 00:45:12,478 --> 00:45:13,829 So if you're a smaller brand, you kind of 835 00:45:14,824 --> 00:45:15,251 have to go 836 00:45:15,251 --> 00:45:18,273 through with some product targeting, offense product targeting, 837 00:45:18,558 --> 00:45:20,336 kind of find products that are similar to yours, 838 00:45:20,336 --> 00:45:23,109 especially in rating and reviews, because it's going to be tough 839 00:45:23,144 --> 00:45:27,055 to advertise something that has, let's say, 50 reviews 840 00:45:27,055 --> 00:45:28,584 to a 100 reviews to a couple of thousand reviews 841 00:45:28,584 --> 00:45:30,682 because normally your shopper is going to go to that one. 842 00:45:30,967 --> 00:45:33,278 So try and figure out exactly where, 843 00:45:33,775 --> 00:45:36,371 what products you can compete with and then 844 00:45:36,478 --> 00:45:40,602 targeting specifically on them, and you'll expand there as well. 845 00:45:40,602 --> 00:45:44,513 Because then you know, on top of what Matt said, you'll be getting these people 846 00:45:44,513 --> 00:45:46,326 that are specifically in-market because 847 00:45:46,326 --> 00:45:48,246 you know these people are looking at the product 848 00:45:48,246 --> 00:45:50,344 because they have the intent to buy them. 849 00:45:50,344 --> 00:45:53,793 And so I definitely think that'd be another one as well to really 850 00:45:53,793 --> 00:45:57,597 expand discoverability would be product targeting offensively. 851 00:45:59,055 --> 00:46:00,442 Yeah, that's a really great call out, 852 00:46:00,442 --> 00:46:04,353 Jordan, making sure that you're competing within your particular area. 853 00:46:04,495 --> 00:46:07,731 And then as you work bigger, you can tackle some of those 854 00:46:07,731 --> 00:46:09,544 bigger rivals. 855 00:46:11,108 --> 00:46:12,495 We have a couple more questions here, 856 00:46:12,495 --> 00:46:15,624 and then we'll wrap up. One of them is about seasonality. 857 00:46:15,695 --> 00:46:19,108 So for products that have high seasonality, what is the, 858 00:46:19,855 --> 00:46:22,095 what is a effective marketing strategy 859 00:46:22,095 --> 00:46:24,264 for the off season? 860 00:46:25,402 --> 00:46:28,317 Off season, we would still, 861 00:46:28,317 --> 00:46:32,619 we'd still recommend allocating anywhere between 25 862 00:46:32,619 --> 00:46:35,855 to 30% of your monthly marketing budget should go towards 863 00:46:35,855 --> 00:46:37,953 sponsored display. 864 00:46:39,410 --> 00:46:40,939 Offseason, 865 00:46:40,939 --> 00:46:43,784 you could lower that to 20 to 25%. 866 00:46:43,962 --> 00:46:46,024 And really, I would only focus on 867 00:46:47,482 --> 00:46:48,833 the views remarketing. 868 00:46:48,833 --> 00:46:52,957 So just improving that conversion rate, and we're finding that 869 00:46:52,957 --> 00:46:56,228 if you give shoppers three, four or five or more looks at your product, 870 00:46:57,330 --> 00:46:59,961 they're going to be much more likely to convert. Such a great way 871 00:46:59,961 --> 00:47:04,050 to acquire new shoppers, not spend a whole lot of money at the CPM auction. 872 00:47:04,264 --> 00:47:07,428 So you're still driving good sales velocity, but you're not having 873 00:47:07,428 --> 00:47:10,521 to spend that much money at the auction to do it. 874 00:47:10,521 --> 00:47:13,508 Well, specifically, you know, really targeting with a smaller 875 00:47:13,508 --> 00:47:17,384 look back window... You know, if you're just out of season, 876 00:47:17,384 --> 00:47:18,841 you don't want to be targeting these people 877 00:47:18,841 --> 00:47:22,575 that are worse, specifically looking at in season. 878 00:47:22,575 --> 00:47:25,775 But if you look have a smaller look back window, you know that person's 879 00:47:25,775 --> 00:47:29,792 just been recently in market, and you have a much higher percentage 880 00:47:29,792 --> 00:47:33,775 chance of getting those sellers compared to trying to look back way farther away. 881 00:47:34,059 --> 00:47:35,339 Because, you know, by then they might go, 882 00:47:35,339 --> 00:47:38,183 OK, I don't actually need that anymore, and I don't really want it. 883 00:47:38,183 --> 00:47:41,099 But if you look back really recently, you know, they say like, 884 00:47:41,134 --> 00:47:44,583 Oh yeah, actually, I do still want one of those, so they end up buying one of those. 885 00:47:46,361 --> 00:47:47,143 I see. 886 00:47:47,143 --> 00:47:47,926 Got it. 887 00:47:48,388 --> 00:47:52,299 Last question here, and this is something you just touched on briefly, Matt, 888 00:47:52,726 --> 00:47:56,601 is about the percentage of where you're allocating your budget across ad types. 889 00:47:58,094 --> 00:48:01,934 The question is how important are sponsored display ads compared to other ad types? 890 00:48:02,041 --> 00:48:05,454 Perhaps you can kind of elaborate how you kind of weight their importance 891 00:48:05,454 --> 00:48:08,548 and maybe how that relates or might vary by goal? 892 00:48:09,472 --> 00:48:10,183 Yeah. 893 00:48:11,748 --> 00:48:13,632 We still believe that sponsored 894 00:48:13,632 --> 00:48:18,005 product ads are king just because, you know, right, there's 895 00:48:18,148 --> 00:48:22,308 216 million unique monthly visitors that come to the Amazon marketplace. 896 00:48:22,308 --> 00:48:24,725 So if you're getting that much organic traffic 897 00:48:24,974 --> 00:48:27,996 and that many shoppers searching in the Amazon search bar, 898 00:48:28,885 --> 00:48:32,156 sponsored product ads do a very good job at targeting them. 899 00:48:32,156 --> 00:48:33,436 We recommend allocating 900 00:48:33,436 --> 00:48:36,992 50% of your ad budget still goes toward sponsored product ads. 901 00:48:37,739 --> 00:48:39,267 Next would be sponsored display. 902 00:48:39,267 --> 00:48:43,925 We would recommend anywhere between 30 to 35% goes towards display. 903 00:48:45,134 --> 00:48:47,054 Again, we've seen it today, right? 904 00:48:47,054 --> 00:48:51,463 The number of new to brand sales that it can drive, how low the ACOS can be, 905 00:48:52,245 --> 00:48:55,836 and the fact that you can target shoppers across their entire path of purchase. 906 00:48:56,192 --> 00:48:57,472 And then the last would be sponsored 907 00:48:57,472 --> 00:49:02,272 brand ads. Still very valuable at increASINg discoverability, right? 908 00:49:02,272 --> 00:49:05,401 They're the only type that can drive traffic directly to your brand store. 909 00:49:05,685 --> 00:49:08,138 But at the same time, they come with higher cost per clicks. 910 00:49:08,352 --> 00:49:11,801 There's not as much ad inventory on the marketplace, so we recommend like 911 00:49:12,298 --> 00:49:16,849 15, 20% of your budget goes towards sponsored brand ads. 913 00:49:17,596 --> 00:49:20,725 And this also just helps you, you know... You have your full coverage. 914 00:49:20,725 --> 00:49:23,996 You're not just, you know... If someone is searching up in one 915 00:49:24,529 --> 00:49:27,836 specific section, you're still able to show up everywhere 916 00:49:27,836 --> 00:49:32,671 you possibly can, opposed to just sponsored display or just sponsored product... 917 00:49:32,671 --> 00:49:36,831 It's a full coverage, whether defensively or offensively. 918 00:49:38,360 --> 00:49:39,071 Got it. 919 00:49:39,960 --> 00:49:43,089 I lied. We had one more question. since we have time, I'm going to sneak it in. 920 00:49:43,942 --> 00:49:47,249 This is a broader, going beyond sponsored display ads to other pieces... 921 00:49:47,249 --> 00:49:50,200 What are some tips for increASINg 922 00:49:50,698 --> 00:49:54,538 organic ranking on Amazon? 923 00:49:54,538 --> 00:49:56,316 Organic rank. 924 00:49:59,373 --> 00:50:00,867 Well, that's kind of, 925 00:50:00,867 --> 00:50:04,422 that's going to go back to actual product page work itself. 926 00:50:04,920 --> 00:50:08,760 So, you know, SEO optimizations, A-plus content, 927 00:50:09,933 --> 00:50:13,311 making sure your bullet points and keywords on the back end are working well, 928 00:50:13,667 --> 00:50:15,124 especially with the keywords you're bidding on 929 00:50:15,124 --> 00:50:17,898 on the front end with sponsored product and sponsored brand ads. 930 00:50:19,178 --> 00:50:21,489 But also, you know, a great way to increase 931 00:50:21,489 --> 00:50:23,622 organic rank is using other, 932 00:50:24,796 --> 00:50:27,747 you know, off Amazon 933 00:50:27,747 --> 00:50:30,875 platforms or, so things like blogs, 934 00:50:32,013 --> 00:50:35,960 articles, anything like that that will drive organic reach for you. 935 00:50:35,960 --> 00:50:37,631 You will ultimately see 936 00:50:37,631 --> 00:50:40,760 an increase in organic rank on the Amazon platform as well. 937 00:50:40,795 --> 00:50:41,400 Right? 938 00:50:41,507 --> 00:50:42,609 Because you're really... 939 00:50:42,609 --> 00:50:46,591 The ranking on Amazon from an advertising perspective comes down to two things. 940 00:50:46,840 --> 00:50:49,613 It's the number of sessions you're driving to your product page 941 00:50:49,613 --> 00:50:53,133 on a daily basis and then your conversion rate on that product page. 942 00:50:53,524 --> 00:50:57,435 Because Amazon wants to give the shopper the best shopping experience possible. 943 00:50:57,649 --> 00:50:58,751 They want to serve the best 944 00:50:58,751 --> 00:51:01,951 product to the shopper, so ultimately they have a great experience. 945 00:51:02,840 --> 00:51:06,609 They determine that with advertising through, you know, 947 00:51:06,609 --> 00:51:12,262 if there's hundreds of thousands of people going to a specific product page and 948 00:51:12,262 --> 00:51:16,209 30 % of the time they convert, well a 30% conversion rate's really, really high on Amazon. 949 00:51:17,062 --> 00:51:18,200 They're going to want to serve... 950 00:51:18,200 --> 00:51:21,968 They're going to want to serve your product to them more often. 951 00:51:22,217 --> 00:51:25,560 And so you are, you will organically see a reach there. 952 00:51:27,302 --> 00:51:27,551 Yeah. 953 00:51:27,551 --> 00:51:29,613 And I'll add to that. Some of the criteria 954 00:51:29,613 --> 00:51:32,813 that Amazon uses to assess or determine product rank, 955 00:51:33,488 --> 00:51:39,462 that's going include like Matt says, sessions and conversion rate to bring in 956 00:51:39,462 --> 00:51:44,048 that, those sessions and more traffic, you need to be optimizing your title 957 00:51:44,048 --> 00:51:47,355 bullet points, product description, the back end, all for 958 00:51:47,355 --> 00:51:50,377 search terms organically to improve the conversion rate. 959 00:51:50,377 --> 00:51:52,902 That's going to really rely on both the text, 960 00:51:53,044 --> 00:51:55,568 how compelling is the writing, as well as the visuals. 961 00:51:55,568 --> 00:51:56,742 Do you have good imagery? 962 00:51:56,742 --> 00:51:59,337 You have good video? Do you have A+ content? 963 00:52:00,404 --> 00:52:02,075 Is your pricing competitive? 964 00:52:02,075 --> 00:52:04,350 Other factors include seller rank. 965 00:52:04,350 --> 00:52:07,693 So if you're going through a third party seller or you're going through 966 00:52:08,084 --> 00:52:10,679 your own Seller Central account, 967 00:52:11,248 --> 00:52:14,021 Amazon is looking at how old is your seller account? 968 00:52:14,057 --> 00:52:15,941 How many seller reviews do you have? 969 00:52:15,941 --> 00:52:18,217 How many total sales have you generated? 970 00:52:18,608 --> 00:52:20,635 What's your returns rate like? 971 00:52:20,635 --> 00:52:25,399 What's your refund rate like? 973 00:52:25,399 --> 00:52:28,848 There's a lot of different factors that go into this, but it's 974 00:52:28,848 --> 00:52:32,866 a very holistic approach to improve your organic rank and paid 975 00:52:32,866 --> 00:52:37,986 advertising as a way to really accelerate that, to add fuel to the fire. 976 00:52:38,057 --> 00:52:40,048 But it starts with organic efforts, 977 00:52:40,048 --> 00:52:42,821 organic best practices. 978 00:52:45,950 --> 00:52:46,981 All right. 979 00:52:47,017 --> 00:52:48,937 I'm going to call it there. 980 00:52:48,937 --> 00:52:51,959 Matt and Jordan, thank you so much for your time 981 00:52:51,959 --> 00:52:55,586 and sharing your expertise with us today. To our audience, 982 00:52:55,586 --> 00:52:57,114 thank you so much for the questions. 983 00:52:57,114 --> 00:52:59,248 This is really engaged session. 984 00:52:59,248 --> 00:53:03,657 So really appreciate that time and for sticking with us throughout this webinar. 985 00:53:04,297 --> 00:53:05,185 We'll wrap up there. 986 00:53:05,185 --> 00:53:07,568 We will send a recording of this webinar to you. 987 00:53:07,568 --> 00:53:10,945 You can expect to receive that by tomorrow. 988 00:53:11,799 --> 00:53:13,114 All right. Thank you, everyone. 989 00:53:14,465 --> 00:53:15,994 Thanks, everyone. 990 00:53:16,137 --> 00:53:16,741 Thank you, everyone.

The Presenters

Presenter: Amy Jahn

Amy Jahn

Creative Director,
Kaspien

Leading a team of designers, copywriters, and project managers, Amy understands it takes more than a few words and images to make product listings stand out. With a truckload of experience, Amy’s creative and collaborative approach to branding, advertisement, and marketing ensures success in every project she undertakes.

Presenter: Ariel Derth

Ariel Dearth

Content Marketing Specialist,
Kaspien

Drawing on a background in sales, Ariel has spent the last 6+ years specializing in optimized content creation for e-commerce. During her time at Kaspien, she has optimized over a thousand listings, developing a keen understanding of which practices have the greatest impact on traffic and revenue.