The 2017 Amazon Virtual Summit: Day 3
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THE 2017
AmazonVIRTUAL SUMMIT
Presented BY:
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AMAZON SUMMIT LOGISTICS
11am PST / 2pm EST EACH DAY
3-DAY EVENT | 2/28, 3/1 & 3/2
ALL 3 DAYS ARE BEING RECORDED & SENT OUT
HAVE A QUESTION? SUBMIT IN CHAT BOX
MORE RESOURCES IN ‘HANDOUTS’ SECTION
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AMAZON SUMMIT LAYOUT
Maximizing Your Amazon Product Discoverability via Content Optimization
Price Wars: Overtaking Your Competitors On Amazon
Finding More Traffic, Finding More SalesDAY 3
DAY 2
DAY 1
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Find More Traffic, Find More Sales
By: Jeff Cohen
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14+ YearsExperience ine-Commerce
Former Founder and
GM of Textbooks.com
Executive Team Member of Seller Labs
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Amazon Sellers - Software Developers
Over 15,000 Active Amazon Sellers
Managed Over $7 Billion Amazon Sales 2016
Started as Multi-Million Dollar Amazon Sellers
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Get More Reviews!
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Get More Sales
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Optimize Your Listings
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Manage PPC
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Account Analytics
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What We Will Learn Today● Amazon Marketing Services● Optimizing Sponsored Product Ads● Other Peoples Traffic● Generating Promotions● Q&A
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Before We Start…
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We Must Optimize
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Already learned to optimize for search
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Poor Listings = Poor Search
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Marketing ReportNovember 2015
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Good Listings = Good Search
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Marketing ReportNovember 2015
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If you don’t tell Amazon what your product does, it will never rank for that
term.
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For Traffic, You Must Optimize For Conversion
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Top Ranking ProductHorrible Converting Text
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Reviews Give You The Answer
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Increased Page Conversion by 10 Points!
Not 10%, 10 Points
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Quiz:Are you using Amazon Marketing Services?
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Amazon Marketing Services
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Getting Started1. Vendor Central or Vendor Express2. Get a Purchase Order from Amazon3. Start Developing Your AMS Ads
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Own Top Real Estate
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Advantages to AMS
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Quiz:Are you using Sponsored
Product Ads?
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Traditional PPC ModelAuto Campaigns
(7-10 Days)
Move Good Performers to Exact
Match
Optimize and Repeat
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Auto Targeting
Anything Amazon Thinks• Fruit cutter• Pineapple slicer• Apple slicer• Kitchen gadgets
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Match Type
Broad Phrase Exact• Slicer for
cutting apples• Apple cutter• Red cutter for
slicing apples
• Red apple slicer
• Plastic apple slicer
• apple slicer stainless steel
• Apple slicer• Aple slicer• 8 apple slicer• An apple
slicer
Broad Phrase Exact
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Traditional PPC Model
1. Cost money to experiment2. Costs time to get the right keywords3. Waiting for Amazon to tell you what
works
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Auto Target Campaign Limitations
1. You pay to learn what is good or bad2. Costs time to get the right keywords3. Contains ASIN’s4. Takes a long time due to sales lag
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Now You Can Run Campaigns That Matter
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How To:
1. Selected keywords that drive sales to your product or your competitor
2. Create a phrase or broad campaign3. Long tail keywords that otherwise would
not be included in your list
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Use Competitors Data!
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Case StudyLaunch Amazon PPC bypass the whole automatic targeting hassle of finding converting keywords, and see an overall ACoS of 20-30% in the first
week! With a lot of the keywords resulting in 3-10%
ACoS!
“I'm definitely a raging fan, and I'll be sending everyone I know that
wants to succeed in this business straight to
scope as a must have!”
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Case Study
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Auto TargetedNov 15 – Feb 3
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Manual Target w/Scope DataFeb 3 – Feb 23
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Quiz:Do you run facebook
ads?
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Driving Traffic From Facebook
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Target Ads
1. Target based on interest2. Target based on groups3. Target based on demographics4. Target based on previous purchases
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Facebook Ads
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Coupon Landing Page
1. Promote with a coupon2. Capture an email address3. Set a retargeting pixel4. Build an email list
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Tips for Campaigns
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Tips for Promotions
1. No Promotion In Exchange for Reviews2. Set Max Order Quantity
(max.sellerlabs.com – free tool)3.Add interesting photos and
compelling copy
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Connect w/Influencers
1. Video – gen.video, famebit, youtube2. Bloggers3.Instagram
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Sellerlabs.com/summit
May 2 & 3Atlanta, GA
Live Event for Professional Sellers
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PPC Management
SellerLabs.com/Summit
Optimization & PPC
Landing Page