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BRAND STRATEGY SERIES
Amazon 101: Owning Your Brand Strategy
Digital Marketing on Amazon
2Copyright 2017 ChannelAdvisor
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:
Copyright 2017 ChannelAdvisor 3
Success on Amazon is About Visibility…
4Copyright 2017 ChannelAdvisor
• Remember,
everything
“above the
fold” is
advertising
driven
…and Protecting your Brand
5Copyright 2017 ChannelAdvisor
• 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
Copyright 2017 ChannelAdvisor
Building a Non-Brand Campaign
7Copyright 2017 ChannelAdvisor
8
Building a campaign|Some things to think about:
Copyright 2017 ChannelAdvisor
• How are people searching for your brand?
• How are you going to set your campaigns?
• Are you aligning your bids wit your campaign
objectives?
9
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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10
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!
Copyright 2017 ChannelAdvisor 12
Contact Us
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Blogchanneladvisor.com/blogWebwww.channeladvisor.comTwitter@ChannelAdvisor
13
Get in touch:
Copyright 2017 ChannelAdvisor