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Amazon Ads & Services for Vendors AMAZON ADS & SERVICES FOR VENDORS Leverage Amazon’s Premium Services to Generate Demand Table of Contents Introduction 3 Enhanced Premium Content 5 A+ Enhanced Marketing Content 6 A+ Premium Enhanced Marketing Content 8 Amazon Media Group (AMG) 9 Amazon Marketing Services (AMS) 12 Amazon Advertising Platform (AAP) 20 Dynamic Ecommerce Ads 23 Kindle & Fire Experiences 25 Amazon Stores 26 Other Promos & Special Offers 28 Gold Box Deals 29 Lightning Deals 30 Best Deals 30 Vendor Powered Coupons 31 Showcase Ads 31 Amazon Vine 32 Amazon Reporting 35 AMS Reporting 38 Conclusion 40 Amazon Ads & Services for Vendors 3 Introduction There was once a time when vendors had limited control over what happened to their products once they sold them to Amazon. Those days are over. It’s time to take ownership of the way your brand is presented and advertised on the platform, and it could make a significant difference in your orders and sales. One disclaimer before we start—we won’t promise results from a particular ad or service investment, because everything you do on Amazon is interconnected—from Vine reviews to AMS ads. We call this the “Amazon Flywheel”; where everything you do across the Amazon Marketplace has an impact on your other investments. Amazon Ads & Services for Vendors 4 Source: Amazon For Example: You can’t expect to scale your ROI with advertising However, you can expect to get a quick overview of all of your (Paid Media) if your product detail page isn’t optimized for options, and our recommendations on where to invest. conversion (Owned Media), which in turn will affect your organic search ranking and product purchases if you’re not converting customers (Earned Media) - Everything on Amazon is interconnected. Enhanced Premium Content Amazon Ads & Services for Vendors 6 Enhanced Premium Content You know that it’s important to optimize your product content so it ranks organically—Amazon’s A9 algorithm is only becoming more complex. But what else can you be doing to optimize your content? The answer: Premium Content. Think about this--If you’re already getting a decent traffic volume to your ASIN detail page, but looking to incrementally lift sales volume, enhancing your product content with A+ Enhanced Marketing Content can help to increase your detail page conversion rate & drive product orders and sales for your products. A+ Enhanced Marketing Content A+ Content integrates detailed product descriptions, rich images, charts and narrative copy to help customers make informed buying decisions. According to Amazon, A+ Content can increase sales on average 3 to 10% by educating the consumer about your product and brand. This one’s a no brainer. Not only is A+ content a great way to showcase your brand on Amazon, it’s also FREE for vendors. All you need to do is get your creative together. Amazon Ads & Services for Vendors 7 We have created and managed A+ content for many of our clients, and the reactions have been the same. WHOOSH, a tech hygiene brand, is just one example. A+ Content gave WHOOSH the additional space within their detail pages to answer common customer questions and provide relevant details about their product, which lead to an increase in conversion rate and a better shopping experience for their customers. “We know that adding quality A+ Content to a product's detail page leads to a higher conversion rate. With Amazon's announcement of opening up A+ Content for free to Vendors earlier in Q1, it should be a no-brainer for brands to work on building quality A+ Content for their top products, and ideally their entire catalog.” Jordan Gisch Sr. Marketplace Channel Analyst CPC Strategy “A lot of brands have unique products and have not been able to really tell the story. Amazon traditionally gives little creative freedom to sellers, so A+ content gives sellers the opportunity to create a similar experience to what shoppers expect in Brick & Mortar stores and helps bridge the emotional gap between shoppers and sellers on Amazon.” Jordan Berry Lead Marketplace Channel Analyst CPC Strategy Amazon Ads & Services for Vendors 8 A+ Premium Enhanced Marketing Content Learn more about A+ Content: • What is Amazon A+ Content? • Amazon Announces New Free A+ Content for Vendors • The Brand’s Guide To Amazon A+ Content [PDF] Learn about our A+ Content Creation & Management Solution for Vendors Amazon Media Group (AMG) Amazon Ads & Services for Vendors 10 Amazon Media Group (AMG) AMG (Amazon Media Group) is the umbrella above AMS (Amazon Marketing Services) and AAP (Amazon Advertising Platform). From home page banner placements to HTML offerings, Amazon Media Group (AMG) is a premium advertising offer available within Amazon Vendor Services. There are two sides to AMS and AAP—one is geared towards PPC (pay for clicks), and one is geared towards Display (pay for impressions). Amazon Ads & Services for Vendors 11 What is AMG? AMG (Amazon Media Group) AMS AAP ESS Product Display Sponsored Products Headlines Search Amazon Managed Service (Enterprise Self Service) PPC: Cost-per-click Display: CPM (Cost per thousand) You pay for clicks! You pay for impressions! One of the most effective features of AMG is the ability to leverage Amazon customer data to target shoppers off Amazon (on any Amazon Ad Network site). Amazon Media Group can help vendors reach shoppers on desktop, tablet, and mobile. Here are the details on AMS and AAP. Amazon Ads & Services for Vendors 12 Amazon Marketing Services (AMS) With AMS ads, you’re paying for actual clicks, not just impressions. We might be biased towards PPC (reference our company name). Here’s a quick rundown of each. If you want to learn more, don’t hesitate to click into any of the in-depth links after each description. Sponsored Products (SP) Source: Amazon Sponsored Product ads are either Automatic (content-driven) or Manual (keyword-driven) targeted ads that show up on the top/bottom of SERP. Amazon Ads & Services for Vendors 13 Sponsored Product Ads have only grown in competitiveness since Get an edge with the right campaign structures, campaign their start. And for good reason—they’re not only available to harvesting, and the right mix of Automatic (Amazon vendors, but also to 3P sellers. They’re easy to create and they’re algorithmically serves up ads on a search) and Manual (you usually approved within an hour. select optimal keywords to surface an ad) targeting. They are considered mid- to bottom-of-the-funnel ads because Learn more about Sponsored Products: they appear in locations where the buyer is likely comparing different options for a purchase. • The 2018 Amazon Sponsored Products Guide [PDF] • What is AMS: Sponsored Product Ads Amazon Ads & Services for Vendors 14 Headline Search Ads (HSAs) Amazon Ads & Services for Vendors 15 Headline Search Ads are keyword-driven and can appear across the top of the SERP. According to Jordan Gisch, Senior Marketplace Channel Analyst at CPC Strategy, these ads can send traffic to: 1 Amazon Stores - (see “Amazon Stores” section below) 2 Custom URL - Pick any amazon.com URL to drive traffic to; most frequently used to grab the URL of a certain subcategory page of your brand store to send traffic directly there, as opposed to the home page of brand store 3 Create A Page - Hand select each ASIN that you want to be featured (minimum of three) Amazon Ads & Services for Vendors 16 A note about HSAs—these ads are considered top-of-the-funnel ads Learn more about Headline Search Ads: because potential customers who click through these banner-like ads are typically at the beginning of their buyer’s journey, and likely • What is Amazon Marketing Services: Headline open to browsing. Search Ads • Headline Search Ads in Seller Central The golden rule with Headline Search Ads is to reduce friction for your shoppers and put the most relevant products in front of them. Keep this in mind as you invest. Amazon Ads & Services for Vendors 17 Product Display Ads (PDAs) Amazon’s Product Display Ads are product-targeted, category-based or shopper-interest-based and can live on your (or a competitor’s) product detail pages. Amazon Ads & Services for Vendors 18 Product Display Ads are unique because advertisers must rely on one of the following targeting options: • Product Targeting • Interest-Based Targeting • Category-Based Targeting PDAs can show up on a product page, in emails, on the Seller selection screen, and more. However, a majority of PDA impressions, clicks, and sales come from their placement on a product page, whether it’s yours or a competitor’s. There are two ways you can use these ads—offensively, so you get on your competitor’s listing, or defensively, so you can ensure your competitors don’t do the same to you. There are also several types of offers you can use with PDAs: Coupons Lightning Deals Deals of the Day Best Deals Amazon Ads & Services for Vendors 19 Lightning Deal PDA, Source: Amazon Coupon PDA, Source: Amazon Leveraging PDAs to promote Vendor Self-Service promotions increases the visibility of those promotions and can make them more effective. Instead of relying on shoppers finding your promotion on the “Today’s Deals” page or noticing the promotion in search results, you can feature it specifically utilizing any of the three PDA targeting methods mentioned above. Learn more about Product Display Ads: • AMS Category Targeting for Amazon Product Display Ads • Amazon Marketing Services: Product Display Ads Amazon Ads & Services for Vendors 20 Amazon Advertising Platform (AAP) AAP is a programmatic display advertising platform—meaning it uses technology to more efficiently buy and manage your display and video advertising mix.
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