2. • Senior Director, E-Commerce Growth
Services
• Seattle, WA
• 12 years in the search industry
• PPC, Social, SEO, Analytics, Content
• Speaker: SMX Adv/East/West, Mozcon,
PPC Masters, Friends of Search, HeroCon
• Author: Lynda.com, All in One Web
Marketing for Dummies
@ebkendo Images: ebkendo
3. NORTH AMERICA’S LARGEST RETAILERS,
MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSION
WAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY
NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
4. Let’s start with some numbers…
$1.6 billion
$27 billion
$80 billion
http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
5. The “Danger” of Amazon Advertising
• Volume
– 300 million active customer accounts(1)
– 64% of Americans are Prime members(2)
• Data
– Desktop, mobile app, geography, basket size, similar products, wishlist, search filters,
reviews, etc.
• Demographics
(1) http://www.businessinsider.com/amazons-advertising-business-rumbles-on-2017-4
(2) https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#6121d7244586
6. Amazon Ad Types
• Sponsored Products
– Campaigns, ad groups, keywords with match types and negatives
– Have to be winning the Buy Box
• Headline Search Ads
– Campaigns, ad groups, keywords
– Auction based system
– Do not have to be winning the Buy Box
• Product Display Ads
– Campaigns, ad groups, keywords with match types and negatives
11. Shopping Actions
It’s all about the transaction.
The payment processing, order taking, receipt giving, delivery
information, customer support providing workflow.
12. Shopping Actions on Google Express
• Tier 1 Customer Support
• Single, seamless checkout
• New revenue stream
• Google Merchant Center needed
• Order management requirement
• Marketplace-like experience
Image source: Google Express
13. What About Google Product Listing Ads?
• Express listings do not participate in the PLA
auction
• A Shopping Actions on Search sponsored
unit may shows when there is inventory on
Express
• If an seller has a product eligible for both –
Google dedupes for that SKU
• Complimentary, increased impression share
Image source: Google
14. Product Data Permeates Farther
It’s going everywhere…
• Product titles and description
• Prices
• Product reviews
• User behavior – brand affinity, customer loyalty
• Product detail pages in the SERP
Expanding where Sponsored Products show – even on thank you pages. Headline Search Ads requires Brand Registry – show up to 3 products and drive to custom landing page, templates on Amazon. Can do brand pages as well and add lots of content. AMG – Amazon Media Group – the media buying group with $35k minimums