Amplify Q4 Sales For Amazon & AdWords

Amplify Q4 Sales For Amazon, Google & AdWords

#cpcwebinar

More than $35 million a year in managed ad

spend

Founded in 2007

Over +250 active clients

Top 50 fastest growing companies in San Diego

Google Partner

Services Include

Retail-focused Paid Search (PPC)

Product Listing Ads Management

Dynamic Remarketing

Product Feed Management

Visit CPCStrategy.com

We Turn Browsers Into Buyers

Webinar Housekeeping

Stay tuned for webinar recording email

Q&A following the presentation

Submit questions in the Chat box to the right

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Logistics

Jeff ColemanDirector of Retail Search

Speakers

Pat PetrielloMarketplace Manager

David Weichel Director of Paid Search

#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]

What We’ll Cover

What We’ll Cover Increase Sales On Amazon For The Holiday Season

How To Maximize Google Sales For Q4

Adwords Tips To Increase Q4 Ad Exposure

What We’ll Cover

Amazon Specialist

Pat PetrielloMarketplace Channel Manager

Former Account Manager on Amazon’s Seller Services Team

Second seller in Amazon history to participate in Amazon’s Brand Registry Program (GCID)

Exclusive invitee for Amazon Sponsored Products Program

Built out and managed a catalog of over a quarter million SKUs as a professional seller, leveraging FBA in the process

Solely engineered & directed million dollar revenue stream on Amazon


Enrich Product Data to Enhance Discoverability

Factors driving Amazon SERP

Relevance + Performance

Amazon SEO

Content Optimization

Search Terms Amazon Guide: cpcstrategy.com/amazon-discoverability

Sell More on Amazon this Q4


The Buy Box & Strategy for Increasing Buyability

Buy Box Ownership

Buy Box Levers

Leveraging Core Competencies to win Buy Box Share

Optimizing Buy Box Share for Profitability

Improving Conversion Where Competition is Scarce




Amazon Q4 as a Marathon, Not a Sprint

Be prepared for increased demand, stockouts, and stay in Buy Box hunt

Q4 brings greater sales opportunity and increased demand for service

Q4 doesn’t happen in a vacuum

Approach Q4 on Amazon in 3 Phases

1. Preparation

2. November Check-In

3. Last Minute Shoppers


Key Amazon ROI Booster

Leverage FBA to Extend the Holiday Season

You may be limited in what you can guarantee for 12/25 delivery

FBA allows you to extend your selling season until 12/22 with guaranteed two day delivery to Prime members

Outsource and scale your customer service and fulfillment operations

73% of FBA merchants surveyed reported that their unit sales increased on Amazon more than 20% since joining FBA. #CPCWebinar


What We’ll Cover



AdWords Tips To Increase Q4 Ad Exposure

What We’ll Cover

Google Shopping Expert

Jeff ColemanDirector of Retail Search

@CPC_Jeff

5+ Years Of CPC Program Expertise

Google Analytics Certified

Google AdWords Certified

Runs Our Google Shopping & CSE Training Program


Sell More on Google Shopping this Q4

Shopping Campaign Structure

Segment Top Sellers Using Custom Label

Priority Products Get Priority Rankings

Elevated Bid = Elevated Risk



Determining What To Include In The Top Sellers List

Proactive Steps – Identify These Product Groups

Competitively Priced Items

Discounted Items (Via Sale or Coupon)

Perennial Best Sellers

Top Movers On Other Channels

Google Guide: cpcstrategy.com/google-shopping-campaigns-prelaunch



Determining What To Include In The Top Sellers List

Reactive Steps – Consumer Habits Change, So Should Your Strategy

Schedule Product ID Report Exports

Identify New Top Movers

Identify Lagging Top Sellers



Google Holiday Competitive Metrics

Bid Simulator

Impression Share

Benchmark Max CPC Rate



Improving Customer Perception

Google Special Offers

Seller Ratings

Product Reviews


What We’ll Cover



AdWords Tips To Increase Q4 Ad Exposure

What We’ll Cover

AdWords Expert

David WeichelDirector of Paid Search

@DavidWeichel

4+ Years Of CPC Program Expertise

Built Paid Search Dept. at CPC Strategy From The Ground Up

Runs Our Google AdWords & Google Analytics Training Program

Google Analytics Certified

Google AdWords Certified

Speaker At SMX East, SMX Advanced, Mivacon


Get In Front of Q4 Landscape Changes

Perennial vs. Seasonal

Velocity Changes for Product Sales

Ad Coverage

Lost Impression Share metrics (budget, rank)

Quality Scores for High-Profile Keywords

Retailer’s Guide to AdWords Extensions http://bit.ly/TOcSKc

Sell More on AdWords this Q4


http://bit.ly/TOcSKc

http://bit.ly/TOcSKc

Auction Insights Report for Competitive Insights

Combine w Third Party Tools (SEMrush, Spyfu, etc)

Valuable Metrics Impression Share

Top of Page Rate

Position Above + Overlap Rates



Holiday Promotions

Black Friday, Cyber Monday & Xmas

Leverage Enhanced Sitelinks

Additional Visibility for Promotions

Revisit Sitelink Priority

Increase Expected CTR + Ad Rank

Use Ad Params for Pricing

Include Sale Pricing in Ad Copy


PPC Q4 BEST PRACTICE: Use enhanced Sitelinks for extra promo visibility in Q4! #CPCWebinar


Negative Keyword List

Search Term Analysis for Q4 2013

Re-Assess Negatives

PPC Q4 BEST PRACTICE: Revisit negatives from the last 9 months & get rid of any conflicts! #CPCWebinar



Q4 Best Practices Summary

Amazon Google Shopping AdWords

Enrich Product Data for Discoverability

Shopping Campaign Structure Holiday Promotions

Optimize Buy Box for Buyability

Google Holiday Competitive Metrics Negative Keyword List

Leverage FBA to Extend the Holiday Season

Improving Customer Perception

Auction Insight Report for Competitive Insights

Q4 is a Marathon not a sprint Determining What To Include In The Top Sellers List

Auction Insights Report for Competitive Insights

What We’ll Cover

What We’ll Cover

Are You Ready For Q4?

Visit our Retail Search Library for Q4 best practiceson Amazon, Google Shopping & AdWords

CPCStrategy.com/Resources-Retail-Search

CPCStrategy.com

Questions? Shoot Us An Email

Still Need Help Executing An Astonishing Q4 Campaign?


Product Listing Ads Paid Search (PPC) Amazon Sales Acceleration Program

Education

Amplify Q4 Sales For Amazon & AdWords