1. The document discusses advanced advertising strategies on Amazon, Facebook, and Google. It provides tips on leveraging new auto campaigns, search term harvesting, and dynamic bidding to optimize campaigns. 2. For Facebook advertising, it recommends using dynamic ads and customizing audiences based on customers' stage in the buying funnel. Tips are provided on expanding reach through broad audience targeting. 3. For Google Shopping, it discusses challenges around limited ad delivery control and fluctuating performance. It recommends using query-driven shopping campaigns to target high-value search phrases and automated bidding to adjust bids frequently.

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The Big 3:
Advanced Advertising
Strategies on Amazon,
Facebook & Google
Presented by ChannelAdvisor Managed
Services
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3. Advanced Search Term Mining
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4. Building The Foundation
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Leverage New Auto
Campaigns
Search Term
Harvesting
ASIN
Discoverability
Negative
Keyword
Opportunities
Develop your account structure for long-term success

5. Automatic Campaign Targeting Defaults: Loose &
Close
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Loose match
Close Match
Search Terms

6. Automatic Campaign Targeting Defaults: Substitutes &
Complements
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Substitutes
Complements
ASINs

7. Utilizing Product Targeting & Dynamic
Bidding
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8. Sponsored Product Category Targeting & ASIN Targeting
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• Use category targeting to target specific
categories and refine based on price, stars, and
brands
• Use ASIN targeting to target specific ASINs while
controlling your max bid for individual products

9. Increase Revenue Through Strategic Competitor ASIN Targeting
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• Target high-performing ASINs on competitor PDPs that have inferior
attributes

10. Product Targeting: Increase Revenue Through Cross-Selling
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• Target products that may lead to a complementary sale

11. Dynamic Bidding & Placement Modifiers
Dynamic Bidding Placement Modifiers
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• Bid up to 1800% for a single auction

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13. Facebook Advertising
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14. Facebook Dynamic Ads
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• Facebook Dynamic Ads automatically show your ads to shoppers who have
expressed interest in your website
• Within Facebook Business Manager, Facebook Dynamic Ads are campaigns that
are feed-based and utilize images and details from your catalog to populate a
robust and attractive ad unit
• You can create product sets through custom labels in your feed (i.e., top
products or seasonal items) to ensure you’re targeting relevant products to the
appropriate and interested audience

15. FB Dynamic Product Ads: Knowing Your Audience
• For a retargeting strategy, it’s important to understand your audiences at a
granular level to reach relevant shoppers
• Facebook users have a different level of intent depending on where they are in
the buying process.
• Let’s look at an example of how these two approaches play out into a social
strategy
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16. FB Dynamic Product Ads: Strategies
Customizing your buying and potential buying audiences through the shopping
funnel is critical to winning on Facebook.
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• People who have viewed a product but did not add
to cart
• Use a 7-14 day time frame
Viewed Product
Detail Page
• People who added to cart and did not purchase
• Use a 7 day time frame
Added To Cart
• Cross-sell to buyers who have purchased with
relevant and/or supplemental products
• Use a 60-80 day window
Purchased
Product

17. FB Dynamic Product Ads: Expanding Your Reach
For a customer acquisition strategy, expand your audience by utilizing a
broader audience group in your Dynamic Product Ads.
Benefits:
• Deliver relevant ad from your catalog that matches a buyer’s intent, even if they haven't been to
your website
• Scale your reach to capture new audiences and potentially convert new customers
• Targeting options are highly granular and accomplish various goals – competitor sets, buyer
interest, buyer demographic, buyer location, buyer age and a buyer’s gender
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18. Best Practices for Facebook Dynamic Product Ads
• Ensure your Facebook pixel is working correctly
• Verify you’re sending the correct product data and not out of stock products
in your Facebook feed as this will result in a poor user experience
• Use product feed optimization to ensure that your sending optimized data to
Facebook
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Data
Transformation

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20. Google Shopping
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21. Background: Google Shopping Management
• Like traditional text ads, PLAs are run out of Google Ads
• Unlike text ads, PLAs also use Google Merchant Center
• Unlike text ads, PLAs do not use keywords, and instead rely on
high-quality product data from advertisers
• Unlike text ads, PLA bidding is performed on “product groups”
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22. Google Shopping: Management Challenges & Answers
• Minimal control over when your ads are being shown
Query-Driven Shopping (QDS) Campaigns
• Fluctuating performance that necessitates frequent bid
adjustments
Automated Bidding Strategies
• Difficult to replicate for other search providers (i.e., Bing)
Bing Campaign Auto-Import
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23. Query-Driven Shopping (QDS): Intro
• Underlying theory: Certain search phrases convert better than
others, so we’d like to bid higher on these phrases
• More specifically, these high-value phrases tend to be more
specific (lower funnel) & contain things like vendor names
• Example: “rain boots” vs. “Burberry rain boots”
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24. QDS: Example Opportunity
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49% 51%
Cost
Non-vendor Vendor
Avg. CPC ROAS
Non-vendor $0.69 6.54
Vendor $0.60 11.93
30-day Query Performance
35%
65%
Conv. Value
Non-vendor Vendor

25. QDS: The Challenge
• With traditional search campaigns, it’s easy to target only qualified
traffic. Simply use better keywords.
• For Shopping, Google determines the relevancy of a product for a
given query, making bidding our primary means of control.
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26. QDS: The Solution
• By filtering queries containing specific keywords into separate
Shopping campaigns (Query-Driven Shopping), we can achieve
better targeting & spend distribution.
• Simply put:
 Search (text) ads: Bid by keyword » Queries
 Traditional Shopping (PLA) ads: Bid by product
 Query-Driven Shopping: Bid by product + keywords » Queries
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27. QDS: Basic Campaign Structure
Non-Vendor Search
Queries
Vendor
Queries
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High bids
Low bidsLow-value traffic
“rain boots”
High-value traffic
“Burberry rain boots”

28. QDS: Advanced Structure
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29. QDS: Advanced Structure
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31. Copyright 2019 | ChannelAdvisor
ChannelAdvisor provides
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Global Transactions
(2018)
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Supported Worldwide

32. 32
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