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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Sell More on Amazon this Q4
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on Amazon this Q4
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#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
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on Google Shopping this Q4
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on Google Shopping this Q4
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on Google Shopping this Q4
Google Holiday Competitive Metrics
Bid Simulator
Impression Share
Benchmark Max CPC Rate
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on Google Shopping this Q4
Improving Customer Perception
Google Special Offers
Seller Ratings
Product Reviews
#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
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Sell More on AdWords this Q4
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
Sell More on AdWords this Q4
PPC Q4 BEST PRACTICE: Use enhanced Sitelinks for extra promo visibility in Q4! #CPCWebinar
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Sell More on AdWords this Q4
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?
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Product Listing Ads Paid Search (PPC) Amazon Sales Acceleration Program