?? Pathfinder Bulletin - January 2023 in Review
AMZ Pathfinder
We help great brands scale with Amazon advertising | Amazon PPC Management | Amazon DSP Services | Amazon Store Builder
Fresh Amazon Info???
Advertising is only one link in the conversion chain.?Optimized?Amazon listings and Storefronts are necessary to ensure a?purchase?occurs.
In this webinar, Intentwise invited me to discuss how to create content that drives conversions on Amazon and Walmart. We talked through best practices for product detail pages, how to use video on Amazon, storefront design, and even touched on the hottest topic of the moment AI.?
We also covered how having quality content can affect a brand’s performance on Amazon, the importance of consistently optimizing your Amazon store and listings, how to measure results when optimizing Amazon content and provide insights into the A/B testing process, and more. Thank you Sreenath for the invite!
Effective SEO is crucial for enhancing your ranking and visibility, not only for your content and landing pages, but also for your whole eCommerce operation.?
Our guest on the Beyond PPC Podcast, Karl Kangur, the Director of Marketing at Smash Digital, shared his extensive knowledge in SEO and outlined?several methods that businesses can employ to boost their growth through managed SEO services.?
Among the topics we covered were SEO updates in 2022, the potential SEO benefits for eCommerce brands, the specific SEO strategies that Amazon sellers should prioritize, examples of successful brands that have utilized SEO, and more.
Since 2022, we have been on a mission to help get more Amazon businesses on board with harnessing traffic from Google to accomplish two objectives: improving organic rank for particular keywords in Amazon search and familiar?KPI of RoAS. In this video, we quickly cover?4 major ways how?Google advertising, along with our tool of choice, Ampd, can help Amazon businesses become more competitive, boost their sales, and target more audiences.
Google Ads for Amazon is a powerful strategy that Amazon sellers and advertisers should seriously look at?implementing in?2023.?
In this post, we go in-depth on the benefits?and capabilities of running Google Ads to your Amazon listings, the?types?of Google Ads you can use for Amazon, the types of leads Google advertising can bring to your Amazon business, and some of the larger-picture implications like the Brand Referral bonus.
Amazon News???
Searching for storage at Amazon FCs is turning into an auction. Marketplace Pulse puts it well when talking about inventory limits which have been “...erratic and restricting, creating an artificial ceiling on the seller’s revenue”. The key to this?new?system is how businesses effectively?using the space they’ve bid for and been allocated earn credit back so they end up paying less.
I’m eager to see this system in action as stockouts based on artificial limits imposed by Amazon ranks up there as one of the most?disappointing?reasons to have to stop successful ad campaigns. The nerdy PPC part of my brain wonders how the auction model will work and what the CPCF (cost per cubic foot) will look like a few months in.
领英推荐
Visual Capitalist created a stunning graphic that encapsulates the shipping cost rollercoaster we’ve been riding the past 2 years. I particularly like the data showing the variation between routes, including lanes between North America??Europe which didn't receive nearly as much media coverage as product coming from China and East Asia more broadly.
I’d like to say that it was all thanks to a simple supply and demand equation and a tight global supply chain?unprepared for a shock like COVID, but when shipping companies were seeing 10x record profits during this time period that argument doesn't?hold up???
The impact was?delayed but we certainly felt the pain from these costs as a service provider downstream of business expenses, margin, and attentive to client ad budgets. We’re very glad to see things equalize.
I am cheering Amazon on from the sidelines for this one. The cost of prescription medication in the US is?out of control and if Amazon is keen to “disrupt” something why not tackle this problem with obvious pain points and a massive TAM? RxPass make so much sense because it so easily slots into existing benefits that Prime users enjoy and raises far less issues related to freshness and storage when compared to grocery, which I think Amazon will eventually fall out of love with.
My theory is that Amazon sees this market as having a good shot at becoming another pillar of the business. Check the Amazon Pharmacy page here?https://pharmacy.amazon.com/?to see the selection and prices. Note the lack of reviews and of course, ads?
I regularly see articles or social media posts expressing the?sentiment that not only is the?infinite shelf?providing too many options making it impossible for shoppers to easily chose something, but also that the?quality?of what they can choose from is suspect. Unless its a brand they know and trust the decision making process is difficult. This read is interesting because its coming from the perspective of?someone who doesn't know Amazon inside and out like we do but understands enough to read the wind and highlight this becoming an issue.
Ultimately, the argument he makes is that it not an accident and Amazon is best seen as a megascale infrastructure platform company where selling things is problem of the businesses using the platform.
Nerd Zone???
New to Brand (NTB) as a KPI to optimize for in ad campaigns
New to Brand as a metric has been around for about ~4 years. It was created to determine whether an ad-attributed purchase was made by an existing customer or a “new” buyer, which they define as not within the last?year. Some may disagree with that timespan but its at least an attempt to quantify net new customer growth. Only Sponsored Brand campaigns benefited from this metric and even then the data was not actionable. It was simply another number that gave you some insight into which campaigns were driving more new customers.
Now this is changing. With new API features for Sponsored Brands advertisers can now set a bid multiplier for NTB. This works like placement settings, allowing you to set up to a 900% (!) bid increase. Theres also a bid optimization strategy that can be selected orienting the campaign towards NTB audiences vs the default.
The most important change here is related to Sponsored Products. With AMC (Amazon Marketing Cloud) we’ll now be able to track new to brand for the campaign type that actually takes up the vast majority of ad spend on Amazon.?
I’m really excited to see more metrics like this come to Sponsored Ads in either the API or Ad Console interface. This is particularly important for understanding the impact advertising has as an investment on products that have high sale prices and build in more complex understandings of what LTV looks like. Having the capacity to set bid multipliers means advertisers can focus on getting new customers aware of their brand and buying.
Thanks for reading!
-?Brent
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So great!