Ultimate Guide to Amazon Advertising , livre ebook

This timely book is perfect for every brand or product marketer who wants to fully leverage the Amazon platform-both for sales and brand exposure. Timothy s practical step-by-step advice is simple to follow and put into practice.
-S TEVE F ISHER, TEAM LEAD, RETAIL MARKETING , L ENOVO
This book should be called the Ultimate Guide to Amazon because it s so much more than just advertising. It s really about building your brand on Amazon. Timothy is able to walk someone through how to do this step-by-step. It was easy to follow. I really enjoyed it.
-M ICHELLE R EED, SENIOR VICE PRESIDENT , P ERRY E LLIS I NTERNATIONAL
The world of Amazon Advertising can be very overwhelming to learn, let alone to succeed in. Timothy does a masterful job at covering important aspects of Amazon Advertising and makes it easy to understand how to begin your brand s quest for success on Amazon. Absolutely glad I picked this up!
-F AHEEM D AYALA, DIRECTOR OF DIGITAL MARKETING , S ILVER J EANS C O .
Invest a couple hours reading Timothy s book and you will expand your toolkit to build a stronger, more profitable business selling on Amazon. Learn how to develop your advertising strategy including product awareness, brand awareness, brand preference, and customer loyalty on and off Amazon.
-J AMES T HOMSON, COFOUNDER OF THE PROSPER S HOW
Timothy and his team live and breathe digital advertising. His book does an amazing job of describing how to grow your brand on Amazon. I plan to make it required reading for all of my future hires.
-A NDREW J ACOBS , CEO, JAM P APER
I read Ultimate Guide to Amazon Advertising with anticipation because Amazon continues to be a dominant force in the ecommerce world, and I knew from Timothy s experience in the industry and success with his own company, ROI Revolution, that it would be a worthwhile read. I was not disappointed, as it is a useful book for everyone-from beginners to experts-and is written in a concise way that is both practical and enjoyable. I would highly recommend it for anyone who wants to start selling on Amazon, or needs to brush up on the latest offerings from Amazon and techniques to succeed.
-J IM K NIGHT, VICE PRESIDENT OF ECOMMERCE AND IT, S PANGLER C ANDY
We sell to and on Amazon in four countries and started advertising on Amazon two-and-a-half years ago. I love how the book is organized: where to start, what to do next, and everything a brand needs to know at the perfect moment. I m excited to finally have the tools and tips to grow our brand on Amazon.
-V ICTOR Y ACAMAN, ECOMMERCE DIRECTOR , L EONISA
Timothy Seward will help you understand why advertising on Amazon is crucial to your brand s success and will expertly guide you through the process. Regardless of your experience level with Amazon advertising, this book is filled with helpful strategies, anecdotes, and data that will help inform your advertising plans, grow your business, and transform your brand. We started using ROI Revolution and Timothy s strategies for Amazon advertising and grew our revenue on Amazon by over 150 percent in the first year. If you aren t advertising on Amazon, you need to read this book and start today.
-M ATTHEW G ROOM, SALES ACCOUNT MANAGER , B RONDELL , I NC .
Ultimate Guide to Amazon Advertising is a must-read for anyone managing a brand. As a successful entrepreneur and visionary thought leader in the digital space, Timothy has written an easy-to-understand and easy-to-implement prescription for your brand s success. Optimizing your brand on the Amazon Advertising platform has never been more critical in today s marketplace. Reading this book will ensure you revenue and profit growth, along with lasting and positive brand equity.
-P ATRICE F ONTAINE N EALON, SENIOR LECTURER , NC S TATE U NIVERSITY

Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2019 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.
ebook ISBN: 978-1-61308-398-7
Contents
FOREWORD
I Teach Google Advertising by Perry Marshall
Preface
Upending Your Business Model
Simple and Fast
Your Mission: Optimizing Your Brand s Growth On- and Offline
Who This Book Is For
How to Use This Book
CHAPTER 1
Stacking Your Brand s Deck on Amazon
Amazon: The Search Engine for Products
Amazon s Advertising Business and You
Amazon IS Brand Central
Key Business Drivers for Amazon s Retail Growth
Unstacking Amazon s Deck
Stacking Your Deck
The Path to Great, Sustainable Brand Success
An Amazon Strategy for Your Brand
CHAPTER 2
How to Control Product and Pricing on Amazon
Welcome to the Age of Transparency
Saturation and Pricing
Getting Control of Product and Pricing on Amazon
CHAPTER 3
Getting Started as a Seller on Amazon
Opening a New Amazon Selling Account
Amazon Seller Central
Amazon Brand Registry
CHAPTER 4
Add Products, Then Optimize Your Amazon Catalog Listings
How to Add a New Product
Enhance Poor Amazon Product Listings
Five Essential Elements of a High-Quality Product Detail Page
Improving the Content on Your Product Detail Pages
Rocket Fuel for Your Product Listings
CHAPTER 5
Buy Your Way to the Top: How Advertising on Amazon Drives Higher Organic Rankings for Your Brand
It s Still Day One
CHAPTER 6
Fleshing Out Your Amazon Business Objectives and Measurements
Determine Your Objectives for the Quarter
Example of Applying Quarterly Objectives
Establish Performance Metrics
Performance Against Keyword Types
CHAPTER 7
Competitive Analysis Time
Perform a Competitive Analysis
CHAPTER 8
Keywords and Keyword Research
Keyword Match Types
Keyword Grouping Themes
Keyword Research Strategy
Your Keyword Organization Plan
CHAPTER 9
Campaign Structure
Building the Right Structure
Vendor Central vs. Seller Central: Where to Go to Build Your Campaigns
Ad Programs on Amazon
For Amazon Vendors Only: Product Display Ads
Showcase Your Brand with an Amazon Store
CHAPTER 10
Getting Started with Sponsored Products
Automatic Sponsored Products Campaigns
Manual Sponsored Products Campaigns
Implementing a Manual Campaign Structure
Structure Manual Sponsored Products Campaigns by Keyword Theme
Guidelines for Setting Bids in Manual Sponsored Product Campaigns
CHAPTER 11
Build Top of Funnel Marketing Momentum with Sponsored Brands
Capturing New Customers Through Sponsored Brands
Closely Monitor Newly Launched Campaigns
Sponsored Brands Campaigns for Sellers
Sponsored Brands Campaigns for Vendors
Sponsored Brands Campaign: Step-By-Step Example
CHAPTER 12
For Vendors Only: Product Display Ads
Leveraging Benefits with Product Display Ads
How to Launch a Product Display Ad Campaign
Building Your Account Structure
CHAPTER 13
Aggregate, Analyze, and Optimize
Aggregate Amazon Performance Data
Analyzing the Data
Optimizations for Sponsored Products
Optimizations for Sponsored Brands
Increase Performance with Smart Bids
Peel and Stick for Amazon Ad Campaigns
CHAPTER 14
Keyword Optimizations
Keyword Bid Optimization
Adding Negative Keywords
Adding Phrase and Exact Match Keyword Variations
CHAPTER 15
Account and Campaign-Level Optimizations
Adjusting Bids by Placement
Adjusting Campaign Budgets and Campaign Status
Reviewing Historical Trends in Performance
Analyze Impact of Prime Status Changes
Rotating Advertised Products with Seasonality
CHAPTER 16
Self-Auditing
Create a Balanced Automatic and Manual Campaign Mix
Check for Structure Around the Three Traffic Types
Use All Three Keyword Match Types
Use Ad Formats That Make Sense for Your Advertising Strategy
Evaluate Search Query and Product Ad Spend
Implement a Strong Product-Keyword Alignment
Limit Keyword Duplication
CHAPTER 17
Strategies for Amazon s Prime Day
Prime Eligibility and Inventory
Lightning Deals and Coupons
Riding the Traffic Tidal Wave: Bids and Budgets
Launching Sponsored Brands and Product Display Campaigns for Prime Day
Measuring Prime Day Success
Contingency Plans and Readjusting for Post-Prime Day
Using Prime Day Data for Long-Term Planning
CHAPTER 18
Extending Your Reach On and Off Amazon
Amazon DSP
Driving Off-Amazon Traffic to Your Amazon Store
Advertisements for Books
CHAPTER 19
Reporting for Executives
Business Reports in Vendor Central