//Key Considerations for Success on Amazon
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Key Considerations for Success on Amazon



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Bryant Garvin Expressing on Amazon Advertising at SMX West 2019.

Amazon Can Deliver customers on an unmatched scale, but requires a significant investment from the seller. Compared to Google's ongoing campaigns, Todd Bowman, senior director of Amazon and eRetail at Merkle, told the audience at SMX West in San Jose, in California last week.

In the same session Bryant Garvin, Director of Advertising at Pattern, a partner brand of e-commerce, spoke of many of these factors while emphasizing that the necessary adaptations should not frighten sellers with resources and capacities.

Marketing on Amazon

One of the biggest differences between Amazon and Google, said Garvin, is the relationship between organic optimization and optimization of ads. The Amazon algorithm is designed to reward sales: the more sales, the greater the visibility. For starters, this means that Amazon advertisers need to pay close attention to product detail pages, because not only are these pages often your landing pages, but many of these details are also embedded in ads.

Rates, Reviews, Images, etc. Customer feedback, shipping speed, response rates and inventory are key factors for Amazon sellers. In addition, certain Amazon-specific features, such as the Buy Boxes and Prime options, that can send bulk mailings, can determine the viability and success of your advertising campaigns.

A Four-Part Strategy

Bowman presented four steps for a winning strategy with Amazon ads for sellers on the platform. The first priority, he said, is brand protection with ads targeting keywords related to your high priority products. Next, focus on acquiring new clients by expanding your keyword targets to unbranded and top funnel terms, into categories and relevant areas of interest. The third step is to commercialize the cross-selling and incentive sales opportunities. And finally, gain market share by targeting the keywords and products of competitors.

Garvin developed a similar strategic approach to setting up advertising campaigns based on targets called CABN: Conquest targeting, automatic targeting, targeted or not. He then explained how the various elements of Amazon's advertising ecosystem – sponsored brands, sponsored products, product display formats, audience and category targeting, and remarketing via Amazon DSP – can be combined to reach users across all phases of the process. customer journey from the notoriety to the purchase, by way of the crossed sale.

Benefits of Bulk Sheets

If you are not working with an API partner, you can use Amazon Bulk Sheets to tailor your ad. efforts, make a lot of changes and launch several campaigns quickly. Merkle has his own technology that runs the API now, but before that is available, Bowman said his team was able to create and launch 34 new campaigns with 3,700 keywords, just two days after received an additional budget and revised goals from a client.

Bulk Sheets still requires a bit of work, he admitted, but filter the sheets to include the required columns and only the ones you want to update can make them more manageable.

Bowman noted many of . ] Amazon's updates to its tools and advertising platforms last year helped bring parity closer to third-party retailers and suppliers. Benefits: Ads can now be approved in hours, not days.

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Todd Bowman described the differences between Google and Amazon during SMX West 2019.

More information on Amazon and SMX

This story first appeared in Search Engine Land. For more information on search marketing and SEO, click here.

About the Author

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Ginny Marvin is the editor of Third Door Media -Chief, managing the daily editorial operations of all our publications. Ginny writes on paid online marketing topics including paid search, paid social events, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name @ginnymarvin.