AMAZON PLAYBOOK FOR BRANDS - THE FORMULA FOR PROFITABLE GROWTH - Exclusive Concepts
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AMAZON PLAYBOOK FOR BRANDS THE FORMULA FOR PROFITABLE GROWTH
About EXCLUSIVE
About
AboutEXCLUSIVE
EXCLUSIVE
Established 1997. Top 1% Performance. Initial 4 9x INC 5000 HALL of FAME.
Agencies in Partner Program 200+ employees.
1st
Online Retail Marketing
TOP5
U.S. Agencies by
10x INC 5000
Agency
Google Ad Spend Honor Roll
A Holistic Solution Invested People Innovative Technology
Founded
Foundedinin1997
1997bybyRetailer’s Son
a retailer’s son
Nik Rajpal VP of Marketing Sciences At EXCLUSIVE since 2008 200+ webinars; IRCE speaking faculty Solutions and business acquisition
Becky Trowbridge Content Strategist At eComEngine since 2016 Creates content to help Amazon sellers succeed Indianapolis, Indiana
Colleen Quattlebaum Marketing Manager eCommerce industry for over 10 years Amazon feedback & reviews expert Cultivates industry partnerships
Should I or Shouldn’t I?
Updates for Amazon
Full Chain “Sales Velocity” BIG THEME OF
THIS WEBINAR:
Improving Conversion Rates Getting the Most
Dominating Reviews
Out of Amazon in
2021
Sales Tips for 2021
QA
SHOULD I? OR SHOULDN’T I?
Each Channel Has Its Challenges
Website • Harder to get first sale.
•Give up ~15% of margin.
AMAZON Harder to achieve repeat
purchases.The Numbers, Though.
More conversions Higher ROAS than
than websites websites
▪ CVR is 366% higher ▪ ROAS is 116% higher
than PLA and 272% on PLA and 153%
higher than PPC higher than PPC
* Data from 39 clients who are on Google Ads and Amazon – FULL YEAR ending Oct 2020Client Example: Why Get Aggressive With Ads? AD-DRIVEN TRAFFIC FROM YOY GROWTH IN 2019 OF 14% TOTAL PROFIT INCREASED BY 33% IN 2019 TO 43% IN 2020 INCREASED TO 42% IN 2020 28% YOY
YOY CPC CHANGE
YoY CPC Change
15.00%
10.00%
5.00%
0.00%
-5.00%
January February March April May
Timing
June July August September October November December
-10.00%
-15.00%
-20.00%
-25.00%AMAZON UPDATES FOR
2021Ad dollars are growing where quick sales and brand awareness can flourish
Every Platform Wants High LTV Brands!
Google Launched Discovery Ads
Google Also Launched Responsive Ads in Display Ads allow logos, images, and videos!
Amazon Launched Creative Editing for Sponsored Brands
Added Sponsored Brands Store Now you can showcase pages from your store within your ads!
Sponsored Display Is Great for Brands As Well!
1. Advertise multiple products in
one campaign
2. Access detailed reporting for
advertised ASINs, targeted
ASINs, and targeted categories
3. Set separate bids on each
target product or target
category
4. Negative targeting options
added
5. Upgraded Out-of-stock
awareness
6. Featured Offer awarenessSponsored Brands video
Search Impression Share
Benchmarks Peer ACoS -
Category
median
Home & Kitchen 11.61%
Home & Kitchen > Home Décor
31.30%
Products
Home & Kitchen > Home Décor
25.79%
Products > SlipcoversFULL-CHAIN “SALES VELOCITY”
How Do You Earn Organic Visits?
Search Phrase…
For a 15 14 12
particular
search Units
phrase sold 10 9 7
6 5 3It’s Called “Sales Velocity”
Units Sold of
Sales Product A
Velocity
(product and
search phrase
Searches for
specific) Phrase XFirst – Get on the Map
0
Once you’re
on the
active
listings, you
can begin
moving
upwardsFront-End Organic Optimization
Title optimized TITLE
for keyword
Better content
approach leads to
10+% increase in • Info from reviews
conversions • Value of product
• Needs met by X
• Emotional connectionUtilize Your Full Title (200 Characters)
Brand + Material + Product Type + Gender +
Silhouette + Color + Size
Bonobos Merino Wool Crew Neck Sweater for
Men in Navy Blue and White Giraffe Print - Size
MediumJumpstart Sales Velocity through Paid Ads
Note: Discount on CPC
when you’re optimized 0
for a sponsored keyword
15 14 12 6
Immediat
e Boost to
10 9 7
Page 1 of
Amazon!
6 5 3With Sales Velocity, Organic Rank Appears
15 14 12 6
10 9 7
Start
showing up
on page 1 6 5 3
organicallyDefend Your Position
Now,
combined
organic 15 14 12 6
and paid
units sold
10 9 7
6 5 3Keep Adding More Products
15 14 12 6
Begin
introducing
10 9 7 3 other products
into the mix to
dominate your
6 5 3 categoryFactors Up Till A9 Algorithm
“If Amazon sees people buying your
Most important
item, it will assume other people that
Sales Velocity Some Relevance (FE or BE) are looking for the same thing will
want to buy your item”– Savannah F.
Relevance Factors
“Amazon is focused on getting
Product Title
Back-End Product Page
Filter Fields products in front of people that sell
Optimization Content well, and not as focused on relevancy
like Google. ” – Lisa G.
All Else Being Equal
Product Click Thru Conversion
Fulfillment Seller Name
Reviews Rate (CTR) RateNew A10 Algorithm is
putting more priority on
traffic/conversions that
Major Factor originated off Amazon:
Added to A10 Facebook Ads traffic, blog
Algorithm posts, affiliate links, etc...Organize Your Strategy
Separating search terms into their
target Audience of Branded,
Conquesting, and Discovery terms –
this allows us to manage custom goals
Audiences: for different audiences.
Branded • Branded – Your Brand
vs • Conquesting – Other Brands
Conquesting • Discovery – Categorical Only
vs
DiscoveryYour Brand
Your Competitors
Discovery Keywords
Discovery Term Research
Search volume
Head Terms: Mid-Tail: Long-Tail:
Categorical, Categorical bur Virtually Endless
ambiguous, high relevant, mid-level Number of Low
CPC, high volume CPC Search, Very RelevantSources of Keyword Data
Easily scrape all your
Great for
current rankings categorical phrase
& that of competitors discovery
Capture all your
product-level
search data
Often different
from Google
ShoppingPoll:
What part of
sales velocity
are you
weakest in?
6/9/2021 44IMPROVING CONVERSION RATES
Poor Converting Pages
Great Product Copy: Title and Bullets
Bullet-in: The 5 bullets of
copy show up above the
fold. Amazon puts more
weight in their relevancy
algorithm for this section
than the description. You
should effectively call out
value props for the
products and include high
relevancy keywords.Great Product Copy: Description
• 90+% of Amazon buyer don’t
leave a review
Getting More • People more likely to leave
Amazon Reviews unsolicited negative feedback
• Net: You must solicit positive
feedbackDOMINATING REVIEWS
Prime Day: Impact on Reviews
Prime Day: Feedback Frenzy
Nearly 80% of reviews are left after the shopper receives an
email asking for a review.
● Buyers: 90 days to leave feedback
● Sellers: 30 days to ASK for feedback & reviews
● Get your feedback and review strategy in place now
● Maximize feedback on Prime Day orders
● Don’t risk restriction!
Source: https://spiegel.medill.northwestern.edu/_pdf/Online%20Reviews%20Whitepaper.pdfAmazon Review Policies & Guidelines: Don’ts
Amazon allows sellers to request reviews, but it’s important to follow the rules.
● Never offer incentives for reviews
● Avoid marketing messages or promotions
● Don’t review your own product
● Don’t manipulate reviews
● Never ask for a positive review (email content must be neutral)
● No URLs or attachments unless necessary (warranty, instructions, invoice)Amazon Review Policies & Guidelines MUST: ● Send within 30 days of order completion ● Include the 17-digit order ID ● Buyer’s Language of Preference ● Ask only once Not permitted: A repeat request (per order) for a product review or feedback
100% Amazon Compliant
Sellers Increased Daily Reviews by 41%
Safest & Most Effective: Automate the Review Button
Consumers Value Recency
84%
believe that online reviews
3%
of consumers are influenced by
older than 3 months reviews older than 1 year.
are not relevant.
Source: https://www.brightlocal.com/research/local-consumer-review-surveyTips for Getting More Amazon Reviews
Get 3-10x more reviews when you ASK!
● Start with a great product
● Send a review request
● Utilize product inserts
● Enroll in Amazon Vine
● Optimize listings
● Detailed product instructions
● Use software found in the Amazon AppstoreFinal Tips: Feedback & Review Strategy ● Reviews: Quality + Quantity + Recency = Success ● Ask for feedback and reviews ● Send requests within 30 days of order completion ● Monitor feedback and reviews ● Get your feedback and review strategy in place now ● Set it and forget it with automation ● Don’t risk restriction!
Why Are Reviews So Important?
Over 90% of shoppers read online ratings before making a purchase.
● Increase organic search rankings
● Impact your ability to advertise
● Convert more clicks to orders
● Build your brand
● Measure customer satisfaction
● Improve products, identify bundles
● Plan inventory restocking decisions
Spiegel Research Center: https://spiegel.medill.northwestern.edu/online-reviews/SALES TIPS FOR 2021
IPI Threshold: Inventory Performance Index
Excess Inventory %
FBA sell-through rate
Stranded inventory
FBA in-stock rate
IPI is a Moving Target:
2020: In August, the IPI threshold for storage limits increased from 400 to 500.
2021: In December 2020, Amazon lowered the threshold to 450
Set yourself up for success when Amazon announces Q4 IPI and storage limits (TBD)Account Health Tips
● Review Inventory Performance dashboard
● Download Inventory Health Report
● Reduce unproductive inventory
● Use the Manage Excess Inventory tool
● Optimize listings
○ A+ Content can increase sell-through 5-10%!
● Invest in productive inventory
● Plan ahead
● Improve feedback rate and product reviewsGuidelines and Recent Changes ● New challenges for FBA sellers ● Diversify your business
Guidelines and Recent Changes ● How to see your restock limits ● Difference between restock limits and storage limits
Manage FBA Inventory with Ease
● Stay in stock! Don’t risk your sales rank
and listing momentum.
● Forecasting is essential to knowing
what to restock and when.
● Know when it’s time to stop selling a
product.
● Keep your profit margins healthy.Success Story: Greek Gear
Success Story: Unique Vintage
OPPA Campaigns
kw kw kw kw kw kw kw kw kw kw kw kw
ID ID ID ID ID ID
AD AD AD AD
There is no product-to- The solution is limiting to one product per ad
keyword data in Amazon
adsAuditing Relevancy Algorithm
Proper Keyword Match Types
Broad “Phrase” [Exact]
Broad Match is best for Phrase Match is similar to Exact Match is great when
growing your search term broad, but forces words to we know the exact terms we
universe. This allows Amazon come in a certain order. This are trying to dominate
to serve your ad to searches is only preferred when you coverage for. We can often
relevant to the terms you have a term that can lead to see a good improvement in
want, without forcing you to irrelevant traffic when the CPC when targeting exact
create lists of hundreds to words come in another order match variants of terms (up to
thousands of long tail terms. (often related to brand 10% CPC savings). We
names) generally only see these
savings on head terms with
enough volume.Tracking Organic Ranking Movements
Amazon SEO is
becoming more
important now than
ever – EXLUSIVE is
#1 #2
proud to offer
accurate ranking
#5 #6 #7 #8 reporting.
#10 #11 #12 #13 #14Amazon Ratings Tracker
• Star rating per • Bid
product optimizations
• Average star • Case
Audit rating
• Ratings growth
Act management
• Emerging high
by registered review product
brand campaigns
EXLUSIVE is proud to offer accurate review reporting.Ad Placements
Amazon allows you to optimize campaigns based on
where ads show up on page and has proven to be the
most impactful area to optimize if you only have
even a half an hour in an account!
Adjust bid for target
placementSPRT Campaigns
Within automated
campaigns, you can
get more visibility on
competitor’s product
listings through
Sponsored Products
Related To (SPRT) ads.Quick UX Improvement with Value Images
Rather than build out
complete enhanced
or A+ content, we’re
inserting value
propositions within
featured images for
the top page.Storefronts
Storefronts - Effectively an
ecommerce store for your
brand directly in Amazon.
A great custom landing
page to introduce people to
your brand and different
products.Promotions
• Free Shipping – Amazon shoppers are
trained to have Free Shopping
• % Off – up to 81% increase in expected
sales life – 10% is a good starting point!
These can work • Lightning Deals – Up to 10X increase in
any time of year, order volume; great way to increase rank
• Bonus Step: Giveaways – drive up your
but are excellent organic ranking!
during specific
HolidaysAMAZON PARTNERSHIPS
KEY AREAS OF
FOCUSTECHNOLOGY:
Foundation & Report and track
towards shared
objectives
Infrastructure
Tracking and Investment Campaign Conquest Manual vs
conversions strategy structure strategy automatedTECHNOLOGY:
Optimization Streamline manual
and automated
processes
Process
Keywords and Search Product and Customer Segments Price Intel
Terms GroupingsTECHNOLOGY:
Expansion & Utilize annotations to
track impact of
suggestions
Testing
Ad Type Spike Testing Betas & New Creative Vertical, New
Expansion Features Products,
GeographicFOR THOSE INTERESTED IN MORE GROWTH
$1MM Question: Why would I invest in your business? (history, founders, overview, segments)
Landscape (search trends, competitor investments, x factors)
Strategy (audience and investment distribution)
Hourglass Triangle Reverse Triangle Diamond
Ex: Subjective Ex: Niche with Ex: Novelty Ex: Reseller of
Discovery / Awareness
Transactional High Repeat Single Purchase Quick Sale
Engage / Interest
Convert
RetainSearch (brand, conquesting, discovery, organic, marketplace)
Consumer
Behavioral
Considerations
Cognition Affect (personas,
cognition/affect/be
havior)
Behavior methodical
social spontaneous
competitiveNurture and Repeat Funnel (social, YouTube, discovery, email)
Summary (reporting, team structure, pricing, full-service vs consulting)
Poll:
Do You Need a (FREE) Growth
Plan for Your Business?
6/9/2021 93Presenter contact:
Nik Rajpal
VP of Marketing Sciences
Q&A
NRajpal@exclusiveconcepts.comYou can also read
