Firstly, if you’re here reading this, give yourself a pat on the back. The journey of a brand is a rollercoaster, and the fact that you’ve taken the time to pause and seek guidance is commendable. That’s milestone number one—realizing that sometimes, help is needed. 

Milestones Worth Celebrating

Let’s start by acknowledging your milestones. Making the decision to venture into Amazon Ads was a great first step. Perhaps you’ve made your first sale or even achieved healthy TACoS (Total Advertising Cost of Sale). Every small win is part of your larger journey. Take a moment to celebrate these; they’re stepping stones.

Whether you’re a newcomer or seeking to optimize your current listings, remember, the art of selection and strategic play is paramount. Kickstart your journey by choosing products that are not just unique, but also in high demand and with manageable competition. Embrace the power of data analytics to drive your ad campaigns to new heights. But be wary of treating Amazon as just another search engine; this is a domain where buyers arrive with intent, and your mission is to streamline their path to purchase. Here are some strategies that can help you transform challenges into opportunities for your brand to shine on Amazon.

1. Choosing the Right Product: One of the key pitfalls brands face is selecting a product that isn’t “retail-ready.” Before diving headfirst into a product, ensuring that your choice is in demand and doesn’t have too much competition on the platform is crucial. Conduct thorough market research and analyze customer demand trends.
2. Leveraging Data: Are you making the most of the data from automatic campaigns? Data-driven decisions are the bedrock of successful Amazon Ads. Analyze the data, refine your strategies, and watch your campaigns soar. Remember, data is your compass.
3. Amazon Isn’t Google: Treating Amazon like Google is a common mistake. Understand that user intent and buying journeys differ on these platforms, and tailor your strategies accordingly. Amazon is where shoppers come with a clear purchase intent, so focus on conversion optimization.
4. Branded Keywords: Using branded keywords doesn’t always guarantee better conversion rates especially if your brand is unknown. Focus on relevance and user intent, not just familiarity. Ensure that your keywords align with what customers are looking for and the problem your product solves.
5. Long-Tail Keywords: Are you utilizing long-tail keywords effectively? These can be goldmines for reaching highly specific and motivated buyers. Long-tail keywords often have lower competition and can help you capture niche markets.
6. Clear Campaign Segmentation: A lack of clear segmentation in your campaigns can lead to inefficiencies. Organize your campaigns to target specific customer groups effectively. Tailor your messaging to each segment to increase engagement and conversion rates.
7. Budget Allocation: A low daily PPC budget may limit your ad exposure. Evaluate your budget and adjust it to align with your campaign goals. Remember that your budget should be aligned with your product’s profit margins and competition levels.
8. Policy Compliance: Violating Amazon’s Sponsored Ads policies can spell disaster. Stay informed and ensure compliance to avoid account issues. Regularly review Amazon’s policies to ensure your campaigns adhere to their guidelines.
9. Define Your Audience: Not defining your target audience can result in your ads reaching the wrong people. Understand your ideal customers and tailor your ads accordingly. Use demographic data and customer behavior to create precise targeting strategies.

Read More: How to Restructure Amazon Ad Campaigns for Maximum ROI

Patience is Key

Lastly, patience is essential. Rome wasn’t built in a day, and neither are successful Amazon campaigns. Give your strategies time to mature and adapt. Consistency in your approach and continuous optimization will yield long-term results.

Our Sincere Advice to You

Now, let’s talk heart-to-heart. While it’s admirable to be a hands-on brand owner, there’s enormous value in seeking professional guidance. Remember, even Michael Jordan had a coach. Having a seasoned expert on your side can provide you with tailored strategies, keep you updated on policy changes, and fine-tune your campaigns for optimal performance.

Why Professional Guidance Matters

Getting help from professionals like AMZ Pathfinder could be your secret sauce. They know the Amazon advertising landscape inside out and can guide you through.. This isn’t just about short-term gains; it’s about building a long-term, sustainable model for your brand.

In Summary

You’re not navigating these choppy Amazon waters alone; trust us. These challenges are par for the course in the Amazon ecosystem. But hey, you can change the game by understanding these hurdles better and leaning on expert guidance. Take the leap with a calculated strategy, and let professionals help you master Amazon Ads. Here’s to your climb, your fight, and your ultimate triumph.

Sincerely,

AMZ Pathfinder

Helpful Links

➝ Amazon Advertising Management (PPC, DSP)

➝ Google ads for Amazon

➝ Follow us on LinkedIn

➝ Subscribe to our newsletter

➝ We Design Amazon Stores & Optimize Listings

➝ Amazon Advertising Audits

➝ Subscribe to our YouTube channel

The post An Open Letter: Navigating Amazon Ads & Advice for Brand Success appeared first on AMZ Pathfinder.

This platform facilitates a comprehensive analysis of the customer purchasing journey, spanning multiple touchpoints that typically unfold over 7-8 days with various ad exposures rather than a straightforward path. AMC empowers users to construct targeted audiences in DSP, identifying individuals who searched related terms but did not convert or added items to their wishlist.

Pro tip: To enhance your understanding of AMC, consider designating a team member or agency representative to become an AMC expert through certifications and training. While querying may require practice, the platform is accessible. Setting up AMC promptly is advisable to start accumulating historical data, even if immediate utilization is not planned, as the instance backfills 13 months of data.

Notably, new-to-brand data is exclusive to AMC for sponsored product ads, offering insights into keywords that drive incremental sales. Brent suggests initiating AMC if your monthly expenditure on Amazon Sponsored Ads exceeds $10k, emphasizing that it is free to use.

Don’t miss out on this Seller Session episode hosted by Danny McMillan! Catch up with Brent’s insights and highlights on the versatility of AMC for analyzing the customer journey, ad exposure frequency, gateway products, and customer lifetime value (CLTV). For those interested in Amazon PPC services, schedule a call with us.

Read More: What is Amazon Marketing Cloud (AMC) and what does it do?

The post Digging deep into Amazon Marketing Cloud (AMC) with Brent Zahradnik appeared first on AMZ Pathfinder.

If you’re an online seller looking to get your products in front of more eyeballs, chances are you’ve heard of Sponsored Display Ads (SD). However, many sellers struggle to fully comprehend the nuances and significance of these ads. This guide aims to demystify SD, exploring the different types, how they operate, and why they’re a crucial element in your advertising strategy.

What are Sponsored Display Ads? 

Sponsored Display Ads are self-service advertising solutions available through platforms like Amazon‘s Advertising Console. In addition to the standard cost-per-click model, furthermore, vCPM (viewable Cost Per Mille) campaigns are also available, thus providing another dimension to your advertising strategy. Unlike more complex Demand Side Platforms (DSP), SD campaigns are accessible to virtually all sellers. Moreover, they offer the advantage of reaching potential customers both on and off the selling platform through a variety of ad placements, including product detail pages, search result pages, and even third-party websites. In contrast to Sponsored Products (SP) and Sponsored Brands (SB), which focus on keyword targeting, Sponsored Display Ads are centered around audience and product targeting.

Types of Sponsored Display Ads

Product Targeting is designed to capture market share from your competitors or introduce your offerings to consumers interested in complementary goods. By targeting specific ASINs or broader categories, you strategically place your product in front of users who have viewed, searched for, or engaged with similar or complementary items. This lets you compete directly with rivals, while category targeting allows for cross-selling and upselling. This flexible approach focuses on consumers already interested in similar products, increasing conversion chances and allowing for easy campaign adjustments.

• Target-specific ASINs: Perfect for going toe-to-toe with competitors. If you’re selling a Bluetooth speaker, focus on the ASINs of rival Bluetooth speakers to siphon off their customer base.
• Target Categories: Broaden your scope by aiming at entire product categories, such as ‘Home Audio,’ to reach consumers considering a range of similar or related items. This is especially useful if your product has a competitive edge like lower pricing or unique features.

This approach is engineered to divert traffic from competing products to your own, leveraging similarities or advantageous features that make your product the more appealing choice.

Audience Targeting is all about identifying and reaching specific groups of people who are most likely to be interested in your products. By targeting these particular audiences, you can maximize the effectiveness of your advertising spend.

Here’s a quick breakdown:

• Demographic Targeting: Focus on specific age groups, genders, or income levels. If you’re selling luxury goods, you might aim for a higher income bracket.
• Behavioral Targeting: Target users based on their browsing history, past purchases, or search queries on Amazon. For example, if you’re selling dog food, you might target people who have searched for pet supplies.
• Geographical Targeting: Choose locations where you want your ads to be shown. This is helpful if your product is more relevant to people in specific areas.
• Contextual Targeting: Place your ads on product pages that are contextually relevant to what you’re selling. For instance, if you’re selling laptop sleeves, your ads might appear on laptop product pages.
• Audiences Remarketing is a strategy to re-engage potential customers who have interacted with your product listings but haven’t made a purchase. Essentially, these ads “follow” the user around on Amazon, showing them your products again in an attempt to bring them back into your sales funnel. The idea is to remind these users of their previous interests and encourage them to complete a purchase.
• Amazon Sponsored Ads offer the option to target based on Audiences’ Interests, using Amazon’s rich user data. Users are segmented into interest categories like “Fitness Enthusiasts” or “Book Lovers,” based on their browsing and purchasing behavior. This targeting boosts ad relevance and can lead to higher conversion rates. However, it may incur higher costs and risk reducing your ad’s exposure if you narrow the focus too much.

Read More: How to Restructure Amazon Ad Campaigns for Maximum ROI

KPIs to Evaluate Success of Sponsored Display Ads

When you evaluate the performance of your Sponsored Display Ads (SDAs), you use a variety of Key Performance Indicators (KPIs) to gauge success. These metrics offer insights into the performance of your ad campaigns and identify areas for improvement.

• Return on Advertising Spend (ROAS)
• Click-Through Rate (CTR)
• Conversion Rate
• Cost Per Click (CPC)
• Impressions
• Ad Placement
• Customer Acquisition Cost (CAC)
• Sales Metrics

Each KPI offers its own lens through which to assess performance, and they are most informative when considered together. If you notice imbalances, such as a high CTR but low conversion rate, you may need to refine your ad content, targeting, or landing page experience. AMZ Pathfinder’s holistic approach aims to elevate all aspects of your SDA campaigns, making them not just more cost-effective, but also more successful in terms of customer engagement and sales.

Why Are SDAs Important?

Increased Visibility

These ads appear not just on product pages but also on search result pages and even outside Amazon, thereby enhancing your product’s visibility. The more places your product appears, the higher the chances are that potential customers will click on it.

Targeting Capabilities

SDAs offer a range of targeting options. You can target audiences based on shopping behaviors and interests, or even retarget those who viewed your product but didn’t make a purchase. This allows for highly personalized advertising.

Competitive Advantage

By using display ads, you can position your products alongside or in place of competitors. Imagine someone browsing a competitor’s product and seeing your ad; it could very well divert traffic and sales your way.

Branding Opportunity

Unlike basic sponsored products that focus primarily on the item itself, display ads allow for additional branding. You can add a logo, headline, and more product details, providing a mini-branded experience right within the ad.

Cost-Effectiveness

With CPC (Cost-Per-Click) payment, you only pay when someone clicks on your ad; this approach, therefore, makes it a cost-effective solution for businesses, as it ensures that you’re only spending money when a potential customer shows an interest in your product.

Performance Metrics

Amazon provides comprehensive analytics that allow you to see how well your ads are performing. You can track clicks, impressions, and conversions, making it easier to adjust your strategies accordingly.

Quick to Set Up

Creating an SDA doesn’t require a steep learning curve. If you’re already selling on Amazon, the platform makes it relatively easy to set up these kinds of ads, making it accessible even for those who aren’t advertising experts.

Eligibility and Restrictions 

Amazon Sponsored Display Ads aim to provide vendors, sellers, and agencies with a platform to promote their products to a broader audience both on and off Amazon’s website, utilizing Amazon’s first-party shopper insights for targeted advertising. Let’s dive into the eligibility criteria and restrictions.

Eligibility Criteria

• Account Type: The advertiser should have a professional seller account or be a registered vendor.
• Brand Registry: Some types of Sponsored Display Ads (SDAs) require registering your brand with the Amazon Brand Registry.

Restrictions

• Content: The ad content should not violate Amazon’s ad policies, which include restrictions on controversial topics, sensitive content, and more.
• Product Type: Certain categories or types of products may be restricted or require pre-approval.
• Geographical Limitations: Not all features are available in every locale; you’ll need to check if the type of SDA you want to run is available in your country.
• Keywords and Phrases: Some keywords and phrases may be restricted or not allowed.
• Ad Elements: There are guidelines and limitations on what can be included in the ad creative, like text length and image specifications.

Knowing both the eligibility and restrictions will help you make an informed decision on how to effectively use SDAs for your campaigns.

Read More: 10 Essential Steps for Creating a High-Quality Product Detail Page (PDP) on Amazon

Key Takeaways

SDAs are not just another advertising option; they’re an essential tool for any seller looking to scale. A variety of campaign types offer a multifaceted approach to advertising, allowing for easy setup and the capability to reach customers at different stages of the buying process, thus tailoring to specific needs effectively.

Are you ready to leverage the potential of Sponsored Ads? Get on a call with us to know how you can use them to your advantage and let us audit and manage your PPC for you!

Helpful Links

➝ Amazon Advertising Management (PPC, DSP)

➝ Google ads for Amazon

➝ Follow us on LinkedIn

➝ Subscribe to our newsletter

➝ We Design Amazon Stores & Optimize Listings

➝ Amazon Advertising Audits

➝ Subscribe to our YouTube channel

The post Sponsored Display Ads: What Sellers Need to Know appeared first on AMZ Pathfinder.

It’s used to be a mystery to Brent but after spending the last few months diving into it and learning from doing, now, he shared what we’ve learned in this informative on-demand Intentwise webinar hosted by Ryan Burgess.

In this webinar, they unveiled how to leverage it and here’s what they have covered:

• How AMC integrates into the larger advertising data landscape and reporting stack
• How agencies can enhance communication with clients using AMC
• How AMC can impact ad strategy
• How mastering AMC can benefit a brand’s or agency’s bottom line
• Which next steps every agency or service provider should take in order to harness AMC

Don’t settle for generic strategies. Get data-driven, tailored insights that make a difference to your brand.

Join us for this enlightening session and reshape the way you think about Amazon advertising. Discover the uncharted potential of AMC and how it can transform your approach, deliver personalized strategies, and enhance your ROI. Watch the full webinar and elevate your advertising strategy!

Read More: What is Amazon Marketing Cloud (AMC) and what does it do?

The post On-Demand Webinar: Brent Zahradnik: How My Agency Harnessed AMC appeared first on AMZ Pathfinder.

In our latest video, we cover step-by-step how to use the Budgets tab in the Amazon Advertising Console, taking an often-overlooked feature and giving it the spotlight. We expose the key metrics that could be the linchpin in your ad strategy.

And with this step-by-step guide, you’ll learn how to sift through the data to make informed decisions, not just follow Amazon’s lead. By analyzing average time in budget, and the ‘estimated missed’ columns—you can help pinpoint which campaigns are underspending and as a result, have limited potential.

To harness this feature’s potential, analyze data from a recent two to four-week span. Focus on campaigns aligning with your target ACoS and give precedence to those hitting your ACoS target for increased ad spend. Assess campaigns whose time in budget falls below a hundred percent and take action!

For a comprehensive grasp and more helpful tips, don’t miss out on the full video!

Learn More On How To Set Your Starting Bid For An Amazon PPC Campaign

The post How to use the Budgets tab in Amazon Advertising appeared first on AMZ Pathfinder.

What is Campaign Restructuring?

Campaign restructuring refers to the process of making significant changes or adjustments to your advertising campaigns on Amazon. This can involve various elements such as your ad budget, targeting options, ad creatives, and bidding strategies. The primary of restructuring is to optimize your ad campaigns for better performance and ROI.

How to Restructure Amazon Ad Campaigns?

Determine your Goals

Your campaign goals will be different for different stages of your business. For instance, if you are launching a new product, your main goal would likely be to garner more impressions. You will then determine the success of your campaign based on the number of impressions and clicks you’ve got. You can gradually focus on decreasing the ACoS of your campaigns and increasing the conversion rate.

It is important to ask yourself the following questions and set your campaign goals accordingly:

• At which phase in the business cycle does your product currently stand?
• Are you introducing your product to the market, aiming for a new audience?
• Are you aiming to grow your product’s presence in the market?
• Is your goal to boost profits, or are you trying to move old stock?

These questions will help you realize what campaign goals you should opt for at that instant. For example, you realize that you need to work towards building brand loyalty and awareness. In order to achieve that, you will need to target high-volume keywords in your content and advertising to reach a broader audience. If you wish to target NTB customers, focus on generic or introductory keywords, test different variables such as audience segments, and utilize formats such as Sponsored Products or Sponsored Brands.

Analyze performance metrics

Start by auditing your current campaigns and paying close attention to metrics such as CTR, conversion rate, advertising cost of sales (ACoS), return on ad spend (ROAS), impressions, and more. If you have used automatic targeting, review your campaigns over a timeframe of at least two weeks. The insights accumulated from this interval will help you analyze whether your campaigns are on the right track and if any changes are needed. For manual targeting, you’ll need to decide on a timeframe by looking at the monthly volumes of your search terms. You also need to analyze the influence of festivals and holidays on the overall performance of your campaigns.

CTR: A low CTR suggests that your ads are not resonating with your target audience, which could be due to poor ad copy or keyword selection, the primary image ad not being appealing enough, or the pricing of the product being in line with the competition.

Conversion Rate: A low conversion rate may indicate that your product listings need improvement or that you’re targeting the wrong keywords.

ROAS: Determine the ROAS before of your campaigns. ROAS measures the revenue generated for every dollar spent on advertising. A higher ROAS indicates more effective advertising.

ACoS: The ideal ACoS will vary depending on the goals. For example, if you’re aiming for profitability, you’d want an ACoS lower than your break-even point.

Review campaign structure

While assessing your campaign structure, consider:

• What’s the campaign’s goal?
• Which products target which audiences?
• Is the campaign name easily understood by all?
• Is targeting automatic or manually set?

Firstly, have separate ‘ad campaigns’ for different products and organize them into different ‘portfolios’. Let’s say you have two different products: “Anti-Dandruff Hair Oil” and “Anti-Dandruff Shampoo.” Keep these in separate portfolios. Then you have a standard naming convention for your campaigns, such that they are self-explanatory. The campaign name should include:

• Campaign goal
• Product / Category
• Campaign type
• Campaign targeting

For example, GROWTH | Anti-Dandruff Shampoo | SP | Manual | PAT.

Each ‘Campaign’ will house different ‘Ad Groups’ for products with aligned goals. Maintain a consistent naming system for ‘Campaigns,’ and ‘Ad Groups’ adjusting as goals shift. You can have several ad groups under a campaign during its lifetime and split them when needed.

This targeted segmentation, optimized bidding strategies, and efficient budget allocation. This structure enables you to make data-driven decisions for better performance and ROI. Splitting ad groups can be necessary for various reasons, such as keyword overlap, differing performance levels among products, and the need to target various customer segments. It also facilitates A/B testing of different ad elements. The result is improved ad relevance, higher Amazon quality scores, and ultimately, a more efficient ROI.

Optimize Keyword Targeting

Analyze the performance of your keywords in the Search Term Report from your advertising account for the following metrics:

• Match Type
• Spend
• Sales
• Impressions
• Clicks
• CTR
• CPC

Monitor search terms with high impressions but low clicks, or those with many clicks but no sales, and consider marking them as negatives. You can move such search terms into other direct-targeting KW/ASIN campaigns where you will have better control over their exposure. For the same reason, shift keywords with low ACoS and high sales from broad or phrase to exact matches for better targeting.

Check for duplicate search terms in your campaigns. For a term like “red cotton dress” appearing in multiple matches, negate it from all auto/broad/phrase keywords targeting campaigns and put it as a keyword in the exact match campaign for that product. For optimal campaign performance, check for duplicate search terms across your campaigns. If a term like “red cotton dress” appears in multiple matches, negate it from all Auto targeting campaigns, as well as from Broad and Phrase match keyword targeting ones. This ensures that the search term is exclusively associated with an Exact match campaign for the specific product, enhancing targeting precision and improving ROI. Adjust bids based on keyword performance and pause the poorly performing ones after you’re sure that several bid adjustments on them aren’t bringing any results.

Bidding Management

Amazon provides four bid adjustment options at the campaign level:

1. Dynamic Bids – Down: Only This option will lower your bids in real-time for clicks that are less likely to convert to a sale. However, it won’t increase your bids for situations that are more likely to convert. It’s useful if you want to save on costs but still want some level of dynamic adjustment.
2. Dynamic Bids – Up and Down: This is a more flexible approach. Amazon will both lower and increase your bids in real-time based on the likelihood of conversion. If Amazon’s algorithm determines that a click is likely to result in a sale, it might increase the bid up to 100%. Conversely, it will lower the bid if a click is less likely to convert. This offers a balanced approach to both maximizing sales and controlling costs.
3. Fixed Bids: With this option, Amazon uses your exact bid and doesn’t adjust it based on conversion likelihood. This is ideal for advertisers who have a very clear understanding of their conversion metrics and do not wish for Amazon to make any adjustments.
4. Rule-Based Bidding: This allows you to set custom rules that dictate how bids are adjusted. For example, you might set a rule to increase bids by 10% for keywords that have generated a certain number of clicks but no conversions. It offers the highest level of customization but also requires ongoing management to ensure the rules are effective.

Each method comes with its advantages and disadvantages, and the optimal choice hinges on your goals.

While Dynamic bids– Up and Down can quickly deplete your advertising budget, they can be deployed for heightened brand exposure if that aligns with your goals.

Besides campaign-level bidding, focus on the following to restructure Amazon ad campaigns:

• Bid on alternative keywords: Once your PPC campaign gains momentum and your product ranks in the top 5 positions for a keyword, switch your focus to another high-converting keyword. Review your search term report and identify keywords with high conversion rates that you’re not yet ranking well for organically. Then bid on the identified keyword to try to secure a top position in organic search results. Continue this process for different high-converting keywords one by one to consistently increase organic sales. Don’t put all your eggs in one basket when it comes to PPC advertising. While it’s tempting to focus solely on a keyword that’s getting you a top five position, it’s essential to diversify and experiment.
• Bid for the top of the search placement and branded keywords: Combine in-search placement with branded keywords for optimal performance. For brand awareness, bid aggressively on non-branded keywords. For higher conversions, target branded keywords with low CPC and high RoAS. While top-of-search placement and branded keywords offer optimal performance, don’t overlook other tactics. For boosting brand awareness, bid aggressively on non-branded keywords. If you’re targeting higher conversions, focus on branded keywords that offer low CPC and high RoAS.
• Product Targeting Expansion and Defense Campaigns: Expanding your strategy to include Product Targeting can make your campaigns more competitive. By targeting competitors’ products, you stand a chance to capture some of their audience. In addition, defending your own products is crucial. Implement Defense campaigns where you cross-target products within your own product family or potentially your entire catalog,depending on the situation. This ensures that your brand’s products appear on your own listings, rather than those of competitors, further solidifying your market presence.

READ MORE: Here’s a helpful guide for budgeting your Amazon PPC campaigns

Restructure Amazon Ad Campaigns By Avoiding These Common Pitfalls

Keyword Dumping

Keyword dumping refers to the cramming of various match types into a single ad group or campaign without much thought. Adding too many keywords to one campaign will lead to 90% of them not getting impressions. Besides that, well-performing keywords might be distorted due to one or two keywords taking up all the budget.

Lack of Clear Goals

Starting without a clear idea of what you’re trying to achieve can lead to inefficiencies. Whether it’s boosting visibility, improving ACoS, or driving sales, having a clear objective helps guide the restructuring process.

Over-Complication

While it’s essential to segment campaigns for clarity, overly complex structures can make campaigns hard to manage and optimize. For example, mixing multiple product variations in one campaign complicates optimization. When hundreds of keywords share a single ad group, every bid and placement tweak affects them all.

Keyword Overlap

If the same keywords appear in multiple campaigns or ad groups, they can compete against each other, leading to an increase in costs.

Neglecting Negative Keywords

Not having a negative keyword strategy in place can lead to your ad showing up for irrelevant searches, burning cash, and hurting conversion rates. For example, let’s say you sell trendy eyewear and you are bidding for the keyword “glasses”. If you do not use negative keywords, a customer searching for “champagne glasses” will see your ad because their search query includes the word “glasses.” This isn’t just about waste; it’s a hit to your product rankings and a risk of keyword cannibalization too. On Amazon, PPC success and negative keywords are a package deal. Your click-through rate (CTR) plays into Amazon’s product ranking algorithm. If competitors fine-tune their CTR and you don’t, your product slides down the ranks.

Not Considering Seasonality

If you restructure Amazon ad campaigns without considering peak seasons or sales trends, you might not allocate budgets efficiently.

Restructure Amazon ad Campaigns With These Tools

Third-Party Software

1. Helium 10 is a comprehensive software suite designed to assist e-commerce sellers, particularly those on Amazon, in various aspects of their business. It helps with keyword research, inventory management, listing optimization, and more.
2. DataDive is a powerful analytics tool that helps Amazon advertisers optimize their campaigns by providing deep insights into customer behavior, purchase trends, and advertising ROI. By aggregating and analyzing data across multiple dimensions, DataDive enables advertisers to identify high-performing keywords, assess the effectiveness of ad placements, and fine-tune targeting strategies. This leads to more efficient ad spend and increased ROI, making it an invaluable resource for anyone advertising on Amazon.

Browser Extensions

1. AMZScout provides quick insights into keyword competitiveness and helps optimize your ad spending.
2. ZonGuru is a valuable tool for Amazon advertisers seeking to optimize their campaigns. It offers real-time data analytics directly on Amazon listings, such as sales estimates, revenue projections, and keyword insights. This makes it easier for advertisers to assess the competitive landscape, identify high-performing keywords, and fine-tune their advertising strategies without leaving the Amazon platform. By integrating these insights into their campaigns, advertisers can make data-driven decisions to increase ROI.

LEARN AND LISTEN: Core Community Podcast Episode: 4 Powerful Time-Saving Amazon Advertising Techniques for 2023

Conclusion

Making seasonal tweaks aligns your strategy with consumer trends, and grasping the key characteristics of a closely watched campaign can give you an edge over rivals. Yet, it’s essential to remember that the process doesn’t stop there. Neglecting consistent evaluations could result in lost opportunities and reduced exposure.

All of the strategies listed above can be too much to take in at once. Fine-tuning your campaigns to your goals demands time and effort, and that’s where they come in! Give your campaigns the boost that they need by getting on a call with us to audit and manage your PPC for you!

Helpful Links

➝ Amazon Advertising Management (PPC, DSP)

➝ Google ads for Amazon

➝ Follow us on LinkedIn

➝ Subscribe to our newsletter

➝ We Design Amazon Stores & Optimize Listings

➝ Amazon Advertising Audits

➝ Subscribe to our YouTube channel

The post How to Restructure Amazon Ad Campaigns for Maximum ROI appeared first on AMZ Pathfinder.

It’s time to demystify the metrics! In this video, Brent dives into our 5-stage framework, revealing everything from the basics of ACoS to the intricacies of Market Share Tracking. Each stage is interconnected, and understanding them holistically is key for success:

1. ACoS: The foundational metric, but is it the endgame?
2. TACoS and Percent of Total Sales from Advertising: Delving deeper into overall revenue.
3. Profitability: Beyond just ad costs, how does overall profitability weigh in?
4. LTV and CAC: Leveraging complex data sources for future projections.
5. Market Share: Understanding your brand’s footprint on the Amazon marketplace.

Join us as we unravel these stages, providing insights, strategies, and actionable takeaways. Engage in a discourse that can redefine your advertising approach on Amazon. Click the link to dive deep into this transformative framework and let’s elevate the conversation on effective ad management.

READ MORE: How to Calculate Customer Lifetime Value and to Understand Customer Acquisition Cost (CAC) on Amazon

The post The 5 Crucial Stages of Amazon Ad Management appeared first on AMZ Pathfinder.

We’ve poured through heaps of data to present a comprehensive look into the three important ad placement types for Sponsored Products: Top of Search, Product Page, and Rest of Search. Each holds its unique attributes and challenges. But which one truly dominates in terms of conversion? And where should you be placing your ad budget to maximize ROI?

Our latest video delves deep into metrics, talks about the limitations of Amazon’s bid modifiers, and offers tangible strategies to work around these challenges.

If you’re serious about refining your advertising strategy and staying ahead in the dynamic world of Amazon Advertising, this is a must-watch.

READ MORE: Strategies for improving Amazon ad campaigns using the New-to-Brand Metric

The post Amazon Advertising Performance by Placement – Real Data REVEALED appeared first on AMZ Pathfinder.

Here’s the scoop: Every successful Amazon advertising journey starts with robust keyword research. Think of it as your map that points out the golden spots where your potential customers hang out.

Sure, everyone’s talking about the latest tools and methods, and we do, too.

But before all that, understanding the very nature of keywords is essential. Keywords are not just search terms; they’re the bridge that connects your products to the needs and desires of Amazon shoppers.

In Brent’s recent chat on the PPC Den podcast with Mike, we dived deep into the world of keywords.

We discussed the essence of keyword research, its ever-evolving nature, and how it remains at the heart of Amazon advertising in 2023.

And oh, we also touched upon how businesses often get lost in the myriad of advanced strategies and end up overlooking this fundamental building block. Let’s not be that business, alright?

Curious about how to give your keyword strategy the 2023 twist it deserves? Check out our full conversation here and make sure your foundation is rock solid!

The post How to do Keyword Research for Amazon PPC: Back to Basics (Classic) [The PPC Den Podcast] appeared first on AMZ Pathfinder.

Simply put, you can’t promote what’s not in stock. But there’s more to the story.

Yet, many brands miss the nuances of different inventory statuses and their impact on ads.

In Brent’s 5-minute video, he breaks down how Amazon ads connect with inventory.

The basic rule? No stock means pausing ads. But it goes deeper.

A key takeaway? The idea of Retail Awareness. While ads for Sponsored Products stop without the buy box, Sponsored Brands keep running, no matter the stock.

He also explores various inventory statuses—Available/Fulfillable, Inbound, Reserved, Transfer, and Meltable Inventory. Each demands a unique ad strategy to boost growth without wasting money.

For example, turning off the In-stock Head Start feature during the Inbound Inventory stage might just save your conversion rates.

Tune in to Brent’s video to learn how to juggle inventory and Amazon ads effectively.

The post How Inventory Statuses Impact Your Amazon Advertising appeared first on AMZ Pathfinder.

He also unveils an interesting tidbit about Amazon’s new incentive for external traffic. Now, brands can get back around 10% of the sale price for products bought through external traffic. This bonus helps reduce your referral fees on Amazon, saving you some extra cash!

But it’s not all rosy. Brent dives into the murky waters of measuring the impact of external channels on Amazon performance, touching on the limited tracking capabilities within the Amazon platform. Yet, with the advent of tools like Amazon DSP and Amazon Marketing Cloud (AMC), he hints at a dawn where integrating third-party data could unfog the landscape, enhancing measurement accuracy.

Eager to dive deeper? Learn more about the recent updates on Amazon DSP and Amazon Marketing Cloud, and how you can leverage them for your brand. Don’t miss out on enhancing your Amazon advertising strategy!

Learn More about Amazon Marketing Cloud & Amazon DSP and how to use them →

The post Exploring Amazon Advertising: Brent Zahradnik of AMZPathfinder appeared first on AMZ Pathfinder.

In an episode of the Partner Spotlight Podcast hosted by Connor Gillivan, the CMO and Founder of EcomBalance, Brent Zahradnik, the founder of AMZ Pathfinder, offers a deep dive into the world of Amazon advertising. Since its inception in the summer of 2015, AMZ Pathfinder has collaborated with a vast array of brands across the North American and European Amazon marketplaces. With a diverse team of 20 advertising experts scattered globally, they oversee millions in ad spend monthly.

Brent paints a picture of AMZ Pathfinder as more than an Amazon advertising entity. Their expertise spans Amazon platform advertising, content and conversion rate optimization, and channeling external traffic to Amazon. Their services range from foundational Sponsored Products to intricate display advertising and emerging platforms like AMS and AMC.

Discussing AMZ Pathfinder’s ideal clientele, Brent underscores that geography isn’t the primary criterion. The agency seeks brands with monthly turnovers surpassing 100k USD, operating in the markets they cater to, and in need of their specialized services. Illustrating their transformative impact, Brent narrates the ascent of a UK-based apparel brand. Under AMZ Pathfinder’s guidance, the brand evolved from a non-existent advertising footprint to generating millions monthly, culminating in a lucrative acquisition by a prominent aggregator.

The post Partner Spotlight: Have Your Amazon Business Reach Farther with Brent Zahradnik from AMZ Pathfinder appeared first on AMZ Pathfinder.