How to Take Amazon Listings from Good to Great

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.