For marketers, the holidays are already here. Learn the top strategies to start preparing early to effectively drive traffic to your store, create brand awareness, and position your brand for a successful shopping season in this competitive environment. Tinuiti’s Strategic Marketplaces expert will give you all the insights into how data-driven decision-making is pivotal in shaping successful Amazon strategies.

1. 2023 Playbook
for Q4 and
Holiday Success

2. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

3. CONQUERING AMAZON IN Q4
Winning Strategies
for Maximizing
Search, Display, and
Sponsored Products

4. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
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Katherine Bishop
Marketing Webinars Specialist

5. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
JOE O’CONNOR
Senior Director, Strategic
Marketplace Services
NICOLE COOPER
Senior Specialist,
Marketplaces
JOSEPH ELMQUIST
Strategist, Marketplaces

8. Agenda
● Introduction
● Setting a Strategy
● Owning Bottom of the Funnel
● Fueling Consideration
● Takeaways
● Q&A
8

9. What is your biggest concern going into
the holiday season?
● Economic conditions affecting consumer
spending
● Ensuring sufficient inventory
● Standing out in a crowded marketplace during
the holiday rush
● Ad campaign effectiveness
● Adapting to changing consumer behavior
POLL

10. What is your biggest challenge right now
in maximizing search, display and
sponsored products?
● Identifying and selecting the most effective keywords for search
and display campaigns.
● Crafting compelling and relevant ad copy that resonates with the
target audience.
● Strategically placing ads to maximize visibility and engagement
on various platforms
● Precisely targeting the right audience based on demographics,
interests, and behavior.
POLL

11. Setting a Strategy
Prioritizing Goals
11
➢ Prioritize your main business goal

12. Setting a Strategy
Prioritizing Goals
12
Ready to
Purchase
Considering
Purchase
Category Browsers
Conversion
Rate
Lower
Higher
Incrementality
Higher
Lower

13. Setting a Strategy
Inform with Data
13
➢ Prioritize your main business goal
➢ Build a strategy based on data

14. Efficient Real Time Hourly Bidding
Using Amazon Marketing Stream
Amazon Marketing Stream is a push-based messaging system that
provides near real-time access to more detailed metrics that will help
drive deeper campaign optimizations like real time hourly bidding.
Determine if changing bids by time
of day can lower CPCs and maintain
or grow ROAS through strategic
scheduling (dayparting) on
Sponsored Products.
CHALLENGE SOLUTION SUMMARY
Marketing stream provides different granularities of
Amazon advertising data that can makes optimization
capabilities available to run at the Campaign,
Placement, Keyword and/or ASIN level as often as
hourly throughout the day to maximize visibility and
capitalize on budget efficiency. For our client in the auto
detailing industry, we were able to identify key hours of
the day in which to increase and decrease impressions
to drive an increase in ROAS with a lower CPC, leaving
more budget to support higher converting hours of the
day and days of the week.
INDUSTRY: Automotive Accessories
14
RESULTS
Increased ROAS
CPC reduction
25%
49%

15. Setting a Strategy
Learn from past tentpoles
15
➢ Prioritize your main business goal
➢ Build a strategy based on data
➢ Leverage historical learnings for tentpole
planning

16. Setting a Strategy
Learn from past tentpoles
16
$2.5B
In Sales
CPC
Increases
Sponsored Products
CPCs increase
>20-30%
Scale w/
mid-funnel
targeting
Consideration
tactics on ADSP will
maximize ROAS at
scale
Prime Day 2023 was
the largest yet

17. Owning the Bottom of the Funnel
Sponsored Products
17
➢ Don’t rely too heavily on Auto-campaigns
➢ Avoid Broad match with Brand terms
➢ Negative targeting

18. ➢ Extend reach outside of Amazon.com
Owning the Bottom of the Funnel
Amazon Demand-Side Platform (ADSP)
18
➢ Negative target purchasers

19. Owning the Bottom of the Funnel
Growing your brand purchasers
19
Ready to
Purchase
Considering
Purchase
Browsers
How do we get more
customers here?
➔ New-to-Brand (NTB)
➔ Total Ad Cost of Sale (TACOS)
➔ Detail Page Views
➔ Branded Searches

20. Fueling Consideration
Amazon DSP
20
➢ Video is great at building awareness and
driving consideration
➢ Understanding audience overlap

21. Driving brand awareness with Amazon
Streaming TV
INDUSTRY: APPAREL
CHALLENGE
Tinuiti got the message out regarding a major Apparel
re-brand using Amazon Fire TV
A major Apparel brand was revising
their brand messaging in a new
go-to-market campaign. They
approached Tiniti on how best to get
the message out to their existing
fanbase, as well as bring in new
customers into the brand.
SOLUTION SUMMARY
● Tinuiti built a campaign centered around a Stream
TV campaign launched across Fire TV devices to use
sound and motion to explain the re-brand.
● Within Amazon, Tinuiti worked with the brand to use
their Brand Store to describe the change in
messaging to customers, and used Sponsored Ads
and DSP to drive traffic into the Store.
● The Fire TV creative also drove traffic directly into
the store by featuring a QR code within the video ad
unit. When customers scanned the code with their
phone, they were directed to the brand’s store on
Amazon.
CASE STUDY
RESULTS
Branded Searches
MoM
New-to-Brand
Customers MoM
+25%
+58%
Product
Sales MoM
+32%

22. Fueling Consideration
Sponsored Brands
22
Sponsored Brand ads exposes customers to more
products.
Brand stores allows customers to shop your entire
catalog.

23. Unlocking Amazon Growth Through
Sponsored Brands video
INDUSTRY: CPG, COSMETICS, SKINCARE
CHALLENGE
The Honest Co. teams up with Tinuiti to highlight its
beauty line on Amazon
The Honest Company’s baby line
quickly built a brand presence on
Amazon and they were determined
to do the same for Honest Beauty.
Given the crowded beauty category,
our team knew it had to differentiate
itself by showcasing the value of its
clean products in the beauty space.
When Sponsored Brands video
launched, Tinuiti saw an opportunity
to leverage video ads to help
increase the product and brand
awareness.
SOLUTION SUMMARY
● Created custom videos, each of which highlighted a
different product, allowing the brand to engage new
shoppers who were already browsing beauty
products
● Using both Sponsored Brands video and Amazon
DSP campaigns, we built a full-funnel strategy to
increase product awareness, education, and
engagement with Amazon shoppers
● Adjusted spend and bidding strategy based on the
account average and scaled up the campaigns that
were succeeding in terms of increased sales and
reach; lowered the spend on the campaigns that
were under-performing
CASE STUDY
RESULTS
Total new-to-
brand percentage
Lower cost per
click (CPC)
+10%
22.5%
Lower
ACOS
31%
Higher
ROAS
40%

24. Key Takeaways Have a Plan
Own
Bottom of
the Funnel
Effectively
Prospect
Sponsored
Products
ASIN Retargeting
Prioritize Goal
Data-backed
Strategy
Learn from
Prime Day
Key
Performance
Indicators
Audience
Extension
Video

25. Schedule Your
Consultation
with a Marketplace
Expert

26. Q&A
JOE O’CONNOR
Senior Director, Strategic
Marketplace Services
NICOLE COOPER
Senior Specialist,
Marketplaces
JOSEPH ELMQUIST
Strategist, Marketplaces

27. Amazon Prime
Day 2023:
Results, Insights
& Tips for Sellers
VIEW TINUITI’S LATEST BLOG POST

28. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

29. Thank you!