With nearly half of US internet users starting their product searches on Amazon it is vital to understand what tools marketers can utilize to be successful on the ever-changing platform and how to incorporate this into your total digital media plan. Join us in this session to gain valuable insights into Amazon's Advertising platform and how to win.

1. Advertising on Amazon:
How to Take Advantage of
Amazon's Most Powerful Sales Drivers

2. ● Winning on Amazon
● Amazon Advertising Platform
● Sponsored Products | Product Attribute Targeting
● How to build Product Attribute Targeting Ads
● Strategies to get you Started
BONUS:
Slides & Guides
available
cpcstrategy.com
Agenda

3. Winning On Amazon

4. Amazon lists over
563 million
products and counting
Scrapehero

5. 70% of Amazon customers
don’t click past
the first page of search results
Amazon Advertising

6. 90% of Amazon shoppers
‘don’t notice ads’
CPC Strategy

7. Gronk “The 100 lb Lap Dog”

8. Amazon Advertising

9. The Amazon Advertising Funnel
Amazon Advertising Console
Previously Amazon Marketing Services (AMS)
Amazon Advertising

10. The Amazon Advertising Funnel
Amazon Advertising Console
Previously Amazon Marketing Services (AMS)
Amazon Advertising
Primarily On-Amazon
Demand Capture

11. The Amazon Advertising Funnel
Amazon Advertising Console
Previously Amazon Marketing Services (AMS)
Amazon Advertising
Display Side Platform
Previously Amazon Advertising Platform (AAP)
Primarily On-Amazon
Demand Capture
Primarily Off-Amazon
Demand Generation

12. Amazon Ad Types

13. Amazon Advertising Console
Amazon Advertising Console
Previously Amazon Marketing Services (AMS)
3

14. Amazon Advertising Console | Sponsored Brands
1. Sponsored Brands

15. Sponsored Brands

16. Sponsored
Brands
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
Sponsored Brands

17. Amazon Advertising Console | Product Display Ads
2. Product Display Ads

18. Product Display Ad

19. Amazon Advertising Console Sponsored Product Ads
3. Sponsored
Product Ads

20. Sponsored Product Ads

21. Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
Sponsored Product Ads
Sponsored
Products

22. Sponsored Products | Past & Present

23. Sponsored Product | Ad Types Previously
Data Source, increase search
visibility, and acquire new
profitable keywords
1. AUTOMATIC

24. Sponsored Product | Ad Types Previously
Converting keywords, into two
buckets and allocated based on
strategic framework
BRANDED CATEGORY/ GENERIC
2. MANUAL
CONQUEST

25. Sponsored Product | Ad Types Previously
Data Source, increase search
visibility, and acquire new
profitable keywords
Converting keywords, into two
buckets and allocated based on
strategic framework
2. MANUAL
1. AUTOMATIC
BRANDED CATEGORY/ GENERIC CONQUEST

26. Sponsored Product | Ad Types Previously
Data Source, increase search
visibility, and acquire new
profitable keywords
Converting keywords, into two
buckets and allocated based on
strategic framework
BRANDED NON- BRANDED
2. MANUAL
1. AUTOMATIC

27. Sponsored Product | Ad Types Today
Converting keywords, into two
buckets and allocated based on
strategic framework
BRANDED NON- BRANDED
2. MANUAL
Product Target
(PATs)
Target specific products or categories to
help shoppers find your product when
browsing detail pages
Defensive (Our Listings) Competitive/ Conquest

28. Product Attribute Targeting

29. What is Product Attribute Targeting?
“Product Targeting allows you to choose specific
products, categories, brands, or other product features
that are similar to the product in your ad. ”

30. 2 Types of Product Attribute Targeting
2

31. 2 Types of Product Attribute Targeting
1. ASIN

32. 2 Types of Product Attribute Targeting
1. ASIN 2. CATEGORY

33. Type 1 | ASIN Targeting
ASIN TARGETING

34. What is an ASIN?
“ASIN stands for Amazon Standard Identification
Number. It's used for product-identification within
Amazon.com organization.”

35. ASIN Targeting
PAT enables advertisers to target audience with:
1. ASINs (Products)

36. ASIN Targeting
Products Tab
“In the products tab, you can target suggested individual
products that are similar to the product in your ad or
search for specific products in the search fields.”

37. How to Build Product Attributes Targeting Ads

38. How to Build Product Attribute Targeting Ads | ASIN

39. 2 Types of Product Attribute Targeting
2. CATEGORY

40. Type 2 | Category Targeting
Amazon Categories

41. Category Targeting
Categories Tab
“In the categories tab, you can target suggested
categories products that are based on relevance to
your advertised product.
You can also search and select specific categories”

42. How to Build Product Attributes Targeting Ads | Category

43. Refine Category Ads

44. Refine Category Ads
● Price Range

45. Refine Category Ads
● Price Range
● Brands

46. Refine Category Ads
● Price Range
● Brands
● Review Rating

47. Refine Category Ads

48. How to Build Product Attributes Targeting Ads

49. Why Refine

50. Why Refine

51. Why Refine

52. Why Refine

53. Why Refine

54. Why Refine

55. Why Refine

56. Why Refine

57. Why Refine

58. Why Exclude

59. Why Exclude

60. Why Exclude

61. Why Exclude

62. Why Exclude
$ 4.99 $ 12.99

63. Strategies to Get you Started

64. Strategies to Get you Started
What you already know:
● Which categories, brands, products & keywords to target
Keyword: Dog Toy Category: Dog Care

65. Strategies to Get you Started | Defensive Strategy
● Defensive Strategy:
○ Placement = your product listings
○ Advertise = similar product
■ Sets, different size, Catalog)

66. Strategies to Get you Started | Defensive Strategy
● Defensive strategy:

67. Strategies to Get you Started | Offensive
● Offensive strategy:
○ Placement = competitor’s listings
○ Advertise = your brand’s version
○ Category Placement → Upsell

68. Strategies to Get you Started | Offensive
Pro-Tip
● Download search term reports to see which of your
ASINs converted

69. Reviewing PAT Performance
● View campaign manager to monitor impressions and clicks to your ad
● You can see which products your ad converted on in the Search Term Report
* “ASIN” will populate with a real ASIN

70. Strategies to Get you Started| Offensive
● Offensive strategy:

71. Strategies to Get you Started| Offensive
● Offensive strategy:

72. Key Takeaways
1. ACTION ITEM: Download Search Term Report

73. Key Takeaways
1. ACTION ITEM: Download Search Term Report
a. Understand Opportunities & Downfalls
b. Look for ASINs that convert well from AUTOs

74. Key Takeaways
1. ACTION ITEM: Download Search Term Report
a. Understand Opportunities & Downfalls
b. Look for ASINs that convert well from AUTOs
2. If your product, set up Defensive Campaign
3. If competitor product, set up Offensive Campaign

75. Key Takeaways
1. ACTION ITEM: Download Search Term Report
a. Understand Opportunities & Downfalls
b. Look for ASINs that convert well from AUTOs
2. If your product, set up Defensive Campaign
3. If competitor product, set up Offensive Campaign

76. Resources & Thank you
● https://www.cpcstrategy.com/blog/
● https://elitesem.com/resources/blog/
● https://advertising.amazon.com/blog

77. Thank you