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Amazon’s Organic Ranking Battleground for Increased Product Visibility & Sales

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Amazon’s digital shelf has become the new battleground for brand manufacturers & vendors to get their products in front of consumers. With all of the so-called blackhat tactics & hacks, it’s understandable why there’s so much confusion when it comes to ranking on Amazon.
Don’t Miss Out—we’ve brought together the leading industry experts at CPC Strategy, Salsify & Market Track to bring the A9 algorithm under a microscope and dissect which levers to pull to increase your presence on the digital shelf.

Publié dans : Commerce de détail
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Amazon’s Organic Ranking Battleground for Increased Product Visibility & Sales

  1. 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Unpacking Amazon’s Digital Shelf Space: Amazon’s Organic Ranking Battleground For Increased Product Visibility & Sales
  2. 2. ● Session Recording + Slides Will Be Sent Out ● Check the Handouts section! ● Submit Questions to Our Panelists Today’s Logistics
  3. 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  4. 4. Overview 35 Years in Business 2,100+ clients (retailers, brands, agencies, brokers) Acquired InfoScout in 2017 The omnichannel market intelligence brands & retailers need to connect & win with consumers Solutions Digital Shelf Measurement Competitive Pricing Intelligence MAP Monitoring & Enforcement Where to Buy / Buy Now / Buy Local Advertising & Promotions Optimization
  5. 5. Overview Salsify is the world's leading Product Experience Management (PXM) platform, empowering brand manufacturers to deliver the product experiences consumers demand anywhere they choose to shop online. Empowering brand manufacturers to deliver the digital product experiences that consumers demand. Solutions Salsify's platform combines the power of PIM and DAM capabilities, the industry's broadest commerce ecosystem, and actionable insights to orchestrate compelling product experiences through every digital touchpoint. About Salsify
  6. 6. Today’s Speakers Krishna Vemulapali VP, eCommerce Solutions Josh Silverman Director of Analytics Nancy-Lee McLaughlin Manager, Marketplace Strategy Tanya Zadoorian Sr. Marketplace Channel Analyst
  7. 7. ● Importance Of Understanding The Digital Shelf ● Unpacking the A9 Organic Ranking Algorithm ● Tying The Digital Shelf & A9 Algorithm Into Your Overall Digital Strategy ● Actionable Takeaways To Implement Now Today’s Agenda
  8. 8. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Importance Of Understanding The Digital Shelf
  9. 9. Where does the shopper journey begin? Source: 2017 Market Track Shopper Insight Survey
  10. 10. Taking control of the digital shelf means owning all of the elements from discovery to satisfaction--and creating a process for problem resolution
  11. 11. Shopping on Amazon How many of your products are in the consideration set? Are you priced competitively? Who is running promotions? What are shoppers saying about your products? Source: 2017 Market Track Shopper Insight Survey
  12. 12. How are your listings performing in top keyword search results…? What is our share of shelf for high-value keywords? What is our share of promotion?
  13. 13. Case Study: Furniture company improves digital shelf awareness with data-driven sponsored ads
  14. 14. SALSIFY OVERVIEW DECK FOR [ADD COMPANY HERE] • [DATE]SALSIFY CONFIDENTIAL • 2018
  15. 15. Brand leaders are investing in retailers In 2017, P&G restructured its $200 million budget to focus more on trusted retailers
  16. 16. View product pages and images as “brand marketing vehicles” Seth Dallaire, Amazon’s head of global ad sales and marketing
  17. 17. Consumers trust Amazon for product information more than brands
  18. 18. “How your product is perceived on Amazon...has such a powerful impact on the future of you as a brand. Increasingly, if you win on Amazon, you win, period. And this is the world marketers have to wrap their brains around.” John Denny VP Digital and Ecommerce at Bai Brands
  19. 19. You can’t take an algorithm to dinner
  20. 20. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Unpacking the A9 Organic Ranking Algorithm
  21. 21. Unpacking the Direct Factors of A9 Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch
  22. 22. PRODUCT DETAIL PAGES Amazon’s A9 algorithm has some pretty clear preferences in terms of content ranking factors. The following influencers are numbered in order of importance, 1 being the most important, 4 being the least: Titles Feature Bullet Points Product Descriptions Backend Search Terms 1 3 2 4 Product Title Guidelines: Characters : General: 80-250* *check your category-specific upload template A “Best Practice” Formula For Product Titles: [Brand Name] – [Product Type] – [Feature ] - [Size, etc.]
  23. 23. A9 Algorithm 101
  24. 24. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Tying The Digital Shelf & A9 Algorithm Into Your Overall Digital Strategy
  25. 25. CPC’s Takeaway - Advertising Headline Search Ads Sponsored Products
  26. 26. What are Headline Search Advertisements? ● Brand/ Product Awareness/ Awareness ● CONVERSION ROLE: Targeting top of the funnel traffic ● Banner location at the top of the SERP ● Targeting keywords ● Available to both 1P (Vendor Central) and 3P (Seller Central) What to Expect? ● Higher CPCs ● Match keyword intent with the landing page for better conversion ● Start with Protecting your branded real estate ● Then move to broader terms and conquesting Traffic Destination ● Amazon Store ● Custom URL (At least 3 ASINs) Top of the Funnel: Headline Search Ads PRO TIP: Use lifestyle images to tell your brand story & give your ad character
  27. 27. What Are Amazon Sponsored Products? ● CONVERSION ROLE: Targeting middle/ bottom of the funnel traffic ● Ads can appear above, alongside and below search results as well as on product detail pages. ● Targeting type can either be AUTOMATIC OR MANUAL ● Available to both 1P (Vendor Central) and 3P (Seller Central) What to Expect? ● Start here- Typically best ROI ● Start with AUTO & then KW Harvest ● Branded, Non-Branded and Conquest ● Broad, Phrase and Exact Matches Traffic Destination ● Product Detail Page Middle of the Funnel: Amazon Sponsored Products PRO TIP: Run AUTOs for a week or two and then KW Harvest for better ROI
  28. 28. Market Track’s Takeaway - Next Steps ● Identify your Digital Shelf KPIs ● Improving digital shelf performance requires that you set goals (and can help you make the decision on where to start) ● A/B testing & experimentation are critical tactics for learning and adapting ● Testing & experimentation accomplish little without measurement - both against sales performance and shelf- specific KPIs
  29. 29. Establishing goals for digital shelf performance is paramount - data means little without having goals to track against
  30. 30. Salsify: Build an Active Branding machine
  31. 31. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Actionable Takeaways To Implement Now
  32. 32. Influencing the A9 Algorithm ● Consider text match relevancy with content ● Boost Sales Velocity via Advertising ● Data driven decision making - Keyword Harvest ● Implement EBC / A+ ● Leverage FBA
  33. 33. Market Tracks Takeaway - Next Steps ● Define KPIs for Digital Shelf, bound by numbers and time ● Have a process for testing against and measuring your KPIs ● Define a methodology for prioritizing critical action path
  34. 34. Salsify’s Takeaway - What to do tomorrow?
  35. 35. Today’s Recap ● Importance Of Understanding The Digital Shelf ● Unpacking the A9 Organic Ranking Algorithm ● Tying The Digital Shelf & A9 Algorithm Into Your Overall Digital Strategy ● Actionable Takeaways To Implement Now
  36. 36. Take measurement of your digital shelf to the next level! For the first 3 brands to email insights@markettrack.com the phrase “Shelf Me!”... ● One-month trial access to Market Track’s digital shelf solution ● 10 keywords tracked for one month on Amazon First come, first serve...we’re looking forward to hearing from you!
  37. 37. Thank you! Get your free content report at grader.salsify.com
  38. 38. Questions For Today’s Speakers? Krishna Vemulapali VP, eCommerce Solutions Josh Silverman Director of Analytics Nancy-Lee McLaughlin Manager, Marketplace Strategy Tanya Zadoorian Sr. Marketplace Channel Analyst

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