Amazon 101: Owning Your Brand Strategy

BRAND STRATEGY SERIES

Amazon 101: Owning Your Brand Strategy

Digital Marketing on Amazon

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Sponsored Products Headline Search AdsProduct Display Ads

▪ Automatic or Manual (Keyword) Targeting

▪ Combination graphic and text-based ad unit

▪ Automatic or Manual (Keyword) Targeting

Watch the full presentation on-demand below for more on Amazon’s marketing tools for brands:

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Success on Amazon is About Visibility…

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• Remember,

everything

“above the

fold” is

advertising

driven

…and Protecting your Brand

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• What do potential customers see first when they search your brand?

What is “Non-Brand Traffic”?

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BRAND

GoPro

GoPro Camera

Buy GoPro Cameras

GoPro Hero5 Black

NON-BRAND

Wearable Camera

HiDef Camera

Garmin Camera

Pro Go Kart Driver

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Building a Non-Brand Campaign

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Building a campaign|Some things to think about:

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• How are people searching for your brand?

• How are you going to set your campaigns?

• Are you aligning your bids wit your campaign

objectives?

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Tip #1:

When building category-level brand

campaigns, add general brand terms and

brand terms from other categories as exact

match negatives to ensure tight segmentation

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Review Budget Limitations throughout the day to ensure maximum visibility

for high converting terms

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Tip #2:

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Review performance data at the product-level, remove low converting

ASINs

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Tip #3:

Want more tips? Watch the full webinar on-demand!

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