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THE 2017
AmazonVIRTUAL SUMMIT
Presented BY:
AMAZON SUMMIT LOGISTICS
11am PST / 2pm EST EACH DAY
3-DAY EVENT | 2/28, 3/1 & 3/2
ALL 3 DAYS ARE BEING RECORDED & SENT OUT
HAVE A QUESTION? SUBMIT IN CHAT BOX
MORE RESOURCES IN ‘HANDOUTS’ SECTION
AMAZON SUMMIT LAYOUT
Maximizing Your Amazon Product Discoverability via Content Optimization
Price Wars: Overtaking Your Competitors On Amazon
Finding More Traffic, Finding More SalesDAY 3
DAY 2
DAY 1
Find More Traffic, Find More Sales
By: Jeff Cohen
14+ YearsExperience ine-Commerce
Former Founder and
GM of Textbooks.com
Executive Team Member of Seller Labs
Amazon Sellers - Software Developers
Over 15,000 Active Amazon Sellers
Managed Over $7 Billion Amazon Sales 2016
Started as Multi-Million Dollar Amazon Sellers
Get More Reviews!
Get More Sales
Optimize Your Listings
Manage PPC
Account Analytics
What We Will Learn Today● Amazon Marketing Services● Optimizing Sponsored Product Ads● Other Peoples Traffic● Generating Promotions● Q&A
Before We Start…
We Must Optimize
Already learned to optimize for search
Poor Listings = Poor Search
Marketing ReportNovember 2015
Good Listings = Good Search
Marketing ReportNovember 2015
If you don’t tell Amazon what your product does, it will never rank for that
term.
For Traffic, You Must Optimize For Conversion
Top Ranking ProductHorrible Converting Text
Reviews Give You The Answer
Increased Page Conversion by 10 Points!
Not 10%, 10 Points
Quiz:Are you using Amazon Marketing Services?
Amazon Marketing Services
Getting Started1. Vendor Central or Vendor Express2. Get a Purchase Order from Amazon3. Start Developing Your AMS Ads
Own Top Real Estate
Advantages to AMS
Quiz:Are you using Sponsored
Product Ads?
Traditional PPC ModelAuto Campaigns
(7-10 Days)
Move Good Performers to Exact
Match
Optimize and Repeat
Auto Targeting
Anything Amazon Thinks• Fruit cutter• Pineapple slicer• Apple slicer• Kitchen gadgets
Match Type
Broad Phrase Exact• Slicer for
cutting apples• Apple cutter• Red cutter for
slicing apples
• Red apple slicer
• Plastic apple slicer
• apple slicer stainless steel
• Apple slicer• Aple slicer• 8 apple slicer• An apple
slicer
Broad Phrase Exact
Traditional PPC Model
1. Cost money to experiment2. Costs time to get the right keywords3. Waiting for Amazon to tell you what
works
Auto Target Campaign Limitations
1. You pay to learn what is good or bad2. Costs time to get the right keywords3. Contains ASIN’s4. Takes a long time due to sales lag
Now You Can Run Campaigns That Matter
How To:
1. Selected keywords that drive sales to your product or your competitor
2. Create a phrase or broad campaign3. Long tail keywords that otherwise would
not be included in your list
Use Competitors Data!
Case StudyLaunch Amazon PPC bypass the whole automatic targeting hassle of finding converting keywords, and see an overall ACoS of 20-30% in the first
week! With a lot of the keywords resulting in 3-10%
ACoS!
“I'm definitely a raging fan, and I'll be sending everyone I know that
wants to succeed in this business straight to
scope as a must have!”
Case Study
Auto TargetedNov 15 – Feb 3
Manual Target w/Scope DataFeb 3 – Feb 23
Quiz:Do you run facebook
ads?
Driving Traffic From Facebook
Target Ads
1. Target based on interest2. Target based on groups3. Target based on demographics4. Target based on previous purchases
Facebook Ads
Coupon Landing Page
1. Promote with a coupon2. Capture an email address3. Set a retargeting pixel4. Build an email list
Tips for Campaigns
Tips for Promotions
1. No Promotion In Exchange for Reviews2. Set Max Order Quantity
(max.sellerlabs.com – free tool)3.Add interesting photos and
compelling copy
Connect w/Influencers
1. Video – gen.video, famebit, youtube2. Bloggers3.Instagram
Sellerlabs.com/summit
May 2 & 3Atlanta, GA
Live Event for Professional Sellers
PPC Management
SellerLabs.com/Summit
Optimization & PPC
Landing Page
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