It will be quite a ride, prepared hundred slides in three main topics, so I will switch now to shared screen. So so we kick it off and the latest numbers came out and in Europe, Amazon announced a gross margin of 32 billion euros in Europe alone, and this is kind of I just would blow my mind, because this is kind of the scale will work talking now About – and this is not like because Corona they have an uplift – no it’s because they’re really focusing on digitally are really focusing on marketing they’re, really focusing on the client, and so I thought it’s kind of the good opener.
Yet you can realize and kind of what scare they’re thinking and what we have to think that as well, it’s kind of they’re making 10,000 bucks per second a second. I wish I would earn that money, but this is kind of the competitive landscape. You are working on, and this means they’re growing 200 million per day and that’s just the growth so they’re making nearly a billion per day, and for me it’s important to mention that, because, with that with this growth, a lot of change comes to everybody, who’s listening And reading now, every day, and so it’s not only kind of what we’re facing now in the corona environment, but also everyday, Oh everybody’s, working with Amazon knows that everything is changing, sometimes annoying, but we have to be open for that.
And so what we see with our clients, but also in the market, is that we see like two kind of steps which we need to avoid and the first one is you’re paralyzed, so nothing happens, Media blocked, don’t know what to do. Stores are closing now we’re getting in the next stage, where they opening up in some countries and others not nobody knows, and then we see a lot of people trying to really force it.
So yeah pushing media in it or trying to jump on the track and not really thinking through it with you in this webinar today, I think you’re, none of both, so we today going to discuss how we can analyze the situation and how you can then profit From that, but not only from the situation we arrive in now, because everything we’re doing and did in the past is now just going faster and quicker. So everything I would talk about today – it’s not only important for today, but also for everything you do end it in the past.
This is really about how you define your strategy on Amazon, how you get the most of the KPIs. What is really important right now in the times we have and what you have to check on regular base and maybe automate and then how we can scale that and measure it. So for me important as a start and how we kind of how Amazon works and what is important for us as a marketer. So really that Amazon is not only a ecommerce platform and we just talked about the scales.
32 billion in Europe did going into other services as well, and I like to highlight that, because we as a marketer can use the data, but also in areas where you think you’re safe, there’s a lot of change. So, for instance, the one which right now gets a boost and really kickstart is food online, so groceries online and it’s not only Amazon but all the other ones outside there as well getting a boost.
But it’s not amazon’s here going faster than others again. So when you look at array vivek in order or like some online they’re reinventing it and integrating their offline supermarkets, for instance in the u.S, integrate that together again in the seamless way so that you can do the pick up you can go in, you can even Go in and don’t pay for it with no cashews so pay for it. But do it online over your Amazon account and when you have the chance and go to New York or the yes, and you will see that everything is linked to your account.
And you have a lot of crime discounts here as well. So an integrated program, another example which right now gets boost is pharmacy. Where a lot of brand started one year ago would say they going on Amazon doing a little bit, but here again Amazon bored little startup called pill pack, which is now really big, which organized all the 50 pills you have to take when you’re over the age Of 60 and says, with you kind of one, you have to take what and link that to your Alexa, who reminds you, so this is kind of again where they not only think I’m in kind of how we have to ship this online now or we have A repertory city, but they rethinking how this whole structure works and to link this all together, and this is where it gets really creepy is their own insurance company, so they started their own health care insurance, which I think we’re now really pick up, especially in the Us and linked the distribution, the service and, in the end, the insurance behind it together, and this is important for me for the thinking of what we face as a marketer and how we have to think as well.
It’S not only ads on Amazon. It’S really. What can we do with his experience, and how can we use that? How can we use a twitch one of the biggest streaming platforms in the world, or how can we leverage the possibility that we can now run ads in Emma’s in music or in their in their streams? So it’s going beyond and not only the standard basic. What we do, maybe in the sales department, and then you go the next step, and this is definitely where we’re talking about marketing and not only we have an Amazon and we drive sales on Amazon.
It’S thinking. How do we reinvent that going into skill sets and combine that with the TV screens where Amazon integrate the Alexa thinking further about it? It’S where Amazon gets all the data round and they go and really in the IOT field. So Amazon owns the media blogs. I mean everybody’s – probably right now, looking Amazon, Prime, the the stats going like crazy on Prime Netflix, everything streaming this data again, we can use.
We have IOT with voice where they’re kind of at the forefront peddling against Google, who is the best set up in the end, because this is the look in effect again for the client. And with this we have a lot of data data data data, and this is where it’s getting really cool and we can use that data and today we’re going to talk about how we can use the data in a small package. So how can actually drive sales because, most of us, this is kind of our odds, responsibility newcomers drive sales, but also how we can scale that and Amazon is scaling it like crazy, so they’re now the 3rd biggest advertiser in the world and they just started a Few years back, and so it’s impressive scale, and to underline the importance here, the latest numbers – this is from a report from tribes – is 45 % of the market share in second half of 2019.
So last was in Germany on Amazon. That’S nearly half of the e-commerce! In Germany, in other markets is kind of the same. If you’re, looking at US or UK in more lower in Europe, it’s a little bit different and, what’s most importantly again, is the growth, so the e-commerce overall growth by 10 percent roughly depends on which study you trust, but M of them grow by 35 %. So they outgrew everything and they basically were responsible for the growth in e-commerce.
We have a few other players which are there and they are all marketplaces which drive the rows talking about Zalando going marketplaces or now an auto go into marketplaces so that we see this whole shift. Everything goes in the in the growth goes on the market prices and not the small stores. So this is even without a corona effect, and this is where we have to face and to think about how we work and with our strategies.
And it doesn’t mean that we don’t only have to work the marketplaces. But it has to work long and has to work together so for Amazon, it’s still day, one I’d like to say it: it’s not only shop. Amazon is really an infrastructure of retail, and it’s even more. It’S not only logistics, its its media, its servers, its kind of a part of the the distribution internet. I would say so it’s an interest in interest and what we saw in all over Europe.
It’S a critical infrastructure in times like these, if you think about, if you wouldn’t have had or still don’t have the working ecommerce, we would have had some really big problem or the course of the last two years at two weeks for three weeks. So it’s right now really easy to get on Amazon, but – and this is the part of the hard part – this chef space unlimited. So it’s not! I go in the supermarket and I talk to the cue card manager and show to the supermarket.
I hey. I won’t have to search you get five thousand bucks for me. If I can put my my parts here, it’s the end more complicated on Amazon. They give the opportunity to do that, but you have to do it on your own and it’s not because I like you that you get the stretch. No, it’s all based on numbers, and this is where we dive in because they’re not focusing on b2b they’re, not focusing on you as a brand or manufacturer or seller or reseller they’re, really focusing on the customer.
And this is often annoying for us because they didn’t really care about us, because if they both won’t buy my vacuum cleaner, they will buy vacuum cleaner of another brand, which has the best rating the best stars and the best price. So this is kind of the. Why it’s so tough right now and Amazon just can say: hey we have enough stock right now we won’t take any more stock of of your products. So this is the hard part.
Amazon doesn’t really care. What your part is also really good chance, because, if you’re an underdog or you’re, not the number one brand, who normally I wouldn’t have a chance, you can now dive into it with the right set up to really drive that. I would tap today into a few challenges of yours and focusing really on the advertising parts, and this is if you’re, in the operations of advertising. You know it’s often like most of the times.
You don’t have enough time. You have to take care of everything that Amazon or you have like five other clients which you have to serve, and you have a portfolio which is maybe over a hundred products, and why? How should I manage this? How do I set up campaigns every week? Something is different, and now years is talking about DS P. What is that, and so this whole struggle around it if you feel kind of the same year, if you kind of how should I handle it or how can I get on the next level because the CPC is rising or my a costs? Advertising cost of sale is yeah, it’s rising.
What should I do, and I want to give you a few steps here. Of course, we can’t handle everything in this few minutes, but I want to dive into three challenges. The first challenge is, you have to get rid of all the building and pacing stuff so that you can really focus on strategy and tactics. So I will focus on this part. Pictures is really important for you and to define the right check, ticks and strategies, but also know how to get rid of the basic work here.
The second challenge: how to scale that and make it performance oriented so that you drive incremental sales and not only you have a nice-looking return, elaborate izing spent, but in the end you’re targeting clients who would already have bought the product. And then the third challenge is the advertising and retail cam. Ok, guys to combine that, because it’s nice that you’re the return, elaborate iseman, looks good.
But in the end, if you yeah, you sell under your margin or you have the problem that your campaigns advertise for another seller, because you have a lost by box issue or you’re out of stock or you will run out of stock. So the combination is really important and I cluster that in three different sections and for each section I want to dive into it. But first maybe step back, because I want to stress that I can understand the feeling that there’s too much work right now.
In kind of – and you have to less time so when I started with fact I four years ago, I we were kind of five people and I had to manage really fast 15 accounts and with that over 5,000 days, and I was like what the how should I do that, so I really focused on a few things, which I think it’s are crucial if you grow and how you can get more efficient, which I want to share them with you in the next ya minutes.
It’S really kind of what a painful way for me, and I want to save you, maybe one or two years of these, so how to get to the step to grow you and scale your business and you account, and I think the tricky the most important part Is automation so don’t do any everything twice or three times try to automate it? Second, one is really focus in terms of growth in certain attachment and use these P when it’s make sense and look at the account holistically, and this is kind of how we could grow.
Then, after two years, 250 people and grow the business with that, and I’m quite sure – and this is kind of what we did like. The other way – is kind of refocusing on again automation, automation, but also thinking around the corner. And what really were to really push the buttons? And what not? It’S that? Where we are really where we are right now and we’re really proud of we’re over hundred thirty specialists in eleven age nationalities, because we serve all countries around the globe.
So in native speakers, important notice here, please use native speakers. If you go to Japan for instance, and don’t try to use Google Translate yeah. I can give you some insights because we are managing over eight digits of media budget and have over billion in sellout on the management. So we can see quite some trends. I would say, and this all over works for 250 brands and yeah, even though I’m now managing director it’s for me, it’s still really love working in on account, and I really love to dive into to think kind of.
Where does it go um? So, for me, the core values go ahead and discover and learn a teacher of the most important ones here so be on the cutting edge. And then it’s important also that you’re quickly enough to cope. So we can do five thousand set up all over Europe, but also its small enough to care so that we work with smaller brands and smaller manufacturers as well, who have maybe only three products and just to turn around or 50,000.
So this kind of short, why? I do this and why I do this, maybe now, because I think it’s for everybody important to know that it’s not like this, it’s crazy and let’s pick what you have to only know, but there’s a way to get there, and so I will start with the Kind of basic in two minutes: this is kind of what you see that Verizon Amazon, so you have like spun up brand on top of years from the products.
Those are the few parts, that’s when a basic, so everybody’s aligned. Here then we have. This was on the search page. We have on the normal product detail page. We have advertising as well, which is under the pie box, which is the box here. We have an advertisement for Emma’s and basics so for Amazon’s own products, and we have underneath all the products as well. So basically Amazon’s stuff with advertisement works on the one side.
Annoying because you have to pay a lot of traffic on the other side, really cool, because you can really navigate where you want to go. It may be here. The first Corona related part. Amazon kicked all bought together, free creeks and DVDs to reduce the traffic and the weight on the business. So what they’re doing right now is all over Amazon. You see little different changes so, for instance, in this one is gone or the deal pages are gone and we have less of these twisters here, like all these bars, where we have the advertisement so a lot of changes behind the scenes.
I will dive into that later, if you from the s who maybe have seen something like this, so your article ads so us often had like, has like one year advance, maybe half a year advance different spawn of possibilities. So it’s always interesting to read. What’S happening? Yes, because if it works, it will come over to Europe, but and then we dive into the first challenge here is really: how can I get really focus on and it doesn’t matter if it’s a banner on top or the below or somewhere there? First of all, we have to set up the right strategy and the ride goes, and then this data mines, kind of what of assets you use from Amazon or what products you use.
So the first thing is setting up the right goals and it doesn’t work in email anymore to have one rose goal here and I will dive into the topic now. Let me once again reach check if everything is working right now, if everybody sees everything. Okay, no comments here so okay, so I would dive into this topic here so setting the right goals, most important messages. You can do with everything, with a mother more or less everything.
So it’s not only to push your advertisement for the next month to push your M to push your sales for the next month. It’S also to really think in a global annalistic way. So what you can do is, for instance, you can push your brand awareness this. The easiest talking with the media guys, but you can do into cross selling you can do an app selling. You can focus on really driving only incremental, say it’s.
You can dive into pushing your organic rankings, which is for me most of the time, the most important one, and I have two examples for this. One is the product launch, which is most of the time, the most crucial one to use advertising to do it right and to really focus on the roots right kpi’s. So this is an example from set of five smoke detectors. We did, and I have it in every presentation, because it’s the most important message here is Amazon.
If you bid on a keyword, for instance, smoke detector and you somebody clicks on your product and buys your product, your organic ranking goes up. There are few other factors like margin, but this is kind of the basic principle. How well you click the rate, so people click on the product and your sales on the product on the specific keyword is the cool part. Is Amazon, more or less doesn’t care? If the click is organic so on, if you pay for it or haven’t paid for it, so if you now put an ad on smoke detectors and you product this right now on page seven hundred thousand pickers, there are hundreds of smoke, detectors and click.
On the add your, and so you have a good picture rate, because the ad is fitting and the people brought the product, your organic ranking goes up, and this is what we see here. So at the beginning, we put AB lot of put a lot of made a lot of sales wire advertisement. So you see at the beginning the chair here so 30,000 40,000 of sales, only with advertisement and then afterwards, overtime, because organic rankings went higher organic salesman and this is basically the principle of every product launch and you have to think about that at the beginning.
You’Re not visible, so you have to really focus and using ads in the right way, and that could mean that at the beginning, because you have less star rating, you don’t have the nicest yeah content already you don’t have so much trust. Nobody maybe knows your brand. That you’re a costs, advertising cost of sales, which means costs divided by sales. It’S maybe not that good, so maybe 60 %, so you don’t have a break-even here.
Maybe your breakeven is here with 10 % and at the beginning this is not that important, because our focus is not on the a course. The a course is there for optimization purpose, but the focus is on. How well does my organic ranking goes up, so my ranking improvement is my main KPI here, which you have to measure which Amazon doesn’t give us out-of-the-box solution. You have to measure on your own or use a tool for it, but this is for me the most important KPI on that face, because afterwards, when you’re on the first listing position, second or third, then you get the seeds because people click on the first positions.
We learned that from Google we learn that the best on top of the list for every best seller list, the top is the best, and this is what we buy, especially if it’s such a product. Another example – and this is where it’s gets more sophisticated and if you’re kind of already in the game, it’s how do we get incremental sales and the basic setup is in this may be a little tricky slide, but the key takeaway years, if you bid on your Own brand, the the percentage of people who wouldn’t have bought the product anyway is really low.
To be honest, if somebody is looking for a Dyson vacuum cleaner and it’s pretty sure they want to buy it if they are looking for it, so my incremental factor is not that high, so we often multiply the returner effort ions, and so there was with an Incremental factor, which then would be maybe only 5 %, because we assume that only 5 % of the people would have bought another product. But in this important part here, if somebody else it’s on the Dyson and maybe it’s an AG or Porsche Siemens – and this is product which has five stars as well – cost half of it – they might steal some of that sales, and maybe you don’t want to be Compared to them, because in the store you’re going a different corner, I have another presentation, so you use those brand keywords to show your highlights to protect that other competitors are not bidding on these keywords and link them to your maybe to brainstorm so protect your brand And do a cross and upselling, maybe on the other way around, we could bid on competitors as well, but to be really honest here on Amazon.
This is with search advertising really tricky because, as I mentioned, the click-through rate is important factor and if you click, the rate is really low. Your bits needs to be higher so often bidding on a competitor. Doesn’T work really well, it’s really expensive and you have low traffic because your click-through rate on is really low. But of course, if you want to gain market share – and you don’t have your own traffic, this is a valid option.
So most of the music is in the generic keyword field and for me, the most important field as well, because with that you again, you can push your organic rankings, and this is the field where it’s actually interesting. What is my incremental factory as well? So really focus on if I’m already visible on vacuum-cleaner cable s and I’m on the first position, I already will reduce a lot of sales Organic wise on this first position.
So my incremental effect on that keyword is not that high. If I look on vacuum cleaner in red on that keyword and I’m not there visible on the first page, then I’m putting in my ad ok means you’re 100 % visible now before that you weren’t visible, so there was no sale if you’re, not in the store. If you’re, not in the, if you’re going to supermarket and you’re, not anywhere to find maybe in the last corner at the top right shelf, and then nobody will buy you.
So if you do a net and you’re kind of directly at the counter, you’re doing the cell or Mahseer, so it’s a directly increment effect, so important part is to really measure if your organic, visible or if you’re not – and this is the next step here so For everybody who’s like already in the game for two or three years or knows how it’s going on because they did Google Ads Google Shopping ads. This is kind of where it’s getting tricky and where you get really getting into Drive incremental sales and the rule of a thumb when you’re not able to measure the organic ranking because you’re missing the tools is something I would always in the incremental impact.
Think about what is your general market share right now, because this is a good measurement. If you already have a market share on Amazon, maybe 20 % and on generic keywords, then you maybe your incremental factor is 20 % less. So this works as well as a rule of thumb, but this is where we dive into. I know this is really really complex and if you kind of think what the hell is new, it’s talking about feel free to reach out to me setting up a call and we can discuss it for me – important takeaway.
Here’S please set your right strategy, set your right goals and then we define the KPIs, because for each strategy we have different KPIs and with these KPIs you have to measure the success of your campaign, because when I go back to slides, if I’m only looking at My I’m running animals, an automated campaign, put all my products in there or the keywords together if it’s a brand keyword. Of course, yours is better because if I’m looking for again my working cleaner and somebody’s looking for it, it has a really nice return on effort.
I’Ll spend put one euro in get hundred bucks out, but in the end I don’t do more sales. If I compare two generic where maybe I have to put five bucks in the number looks way worse, but in the end and doing more sales. So this is really important to check it. There’S more your homework. Everything here is also explained in our weight white papers on the website. So it’s like really yeah. Somebody hated me for these speakers to say, like it’s like doing a you’re marketing class at university, but it’s really kind of how it works.
It’S not Mac. It’S not blah blah. It’S really how you can set it up. So when you then think okay setup is done and you’re done, it’s no! No, no! No! No and it’s even more critical now with the Corona effects, because we not only have different life cycles, for instance right now, we have like at the beginning of the crisis or the fitness gear. What you could do indoor was exploring normal. This is something for winter, and this life cycle is important as well, because traffic changes with this budget changes and also the the product itself changes.
So we have seasons, but we have also product life cycles. Then we have a lot of right now, and this is the most important part here: stock and buy books tissues so, for instance, Amazon right now is not shipping in France, any goods other than essential goods by themselves, so they’re moving to F p.M. So for food By merchants, so you really have to check your stock and buy books and, of course, over time they will put for you to changes.
We have like new options for ads and the people are looking in a different way, so moving from desktop search to mobile search and what we have right now in everybody working back home, we see a rise of Facebook of all the networks. Right now have a lot of desktop searches as well and on Amazon as well. I assume because we can’t measure it but because the people sitting at home nobody’s looking over the back and it shifted from mobile to desktop again.
So it’s really interesting what’s happening there and what you have to think about and for me really really important – and this is always when you think wow has real awesome campaign most of the time. It’S not because your bit strategy is the best because you will get on a certain level. It’S really because something’s changed with your price. So often, if you have a discount on it or maybe Media Markt or see discounts change, the price Amazon is matching it and your price.
Louis then, with that o for for a second, you have a really good campaign running and because of all those factors, you have to measure that as well, and this is where you have to work together with your account manager with the Amazon you Khmers responsible person And on the other side, as a responsible person for e-commerce, you have to talk to your marketing people, because if they don’t know that you have out of stock problems or right now in China, the effectors are shut down and you will have a delay of two Months so they should stop their campaigns and then you have an issue, so we use it with our factory suite where you can see actually kind of where you have problems and issues on a on a continuous pace and for me important – and this is one of The takeaways here, if you have a software like this or not, and if you can set rules like this or not, you have to write now check, and this is the first thing you have to do when you’re getting off.
This is in your campaigns. We have a lot of products right now which have a really long shipping window. What does it mean? This means that your conversion goes down with this. Your return will go down on the clicks, because the clicks cost the same most of the times. What we see so your maybe your margin is threatened and you have to react and also, if even if your products are right now low on stock or out of stock, we run into the issue that you, the campaigns, still keep running so, for instance, upon the Brand’S, the campaign we run Amazon doesn’t care if you’re in the buy box or somebody else’s in the Bible.
So you have to act on that. That’S why we integrated that in our software. But if you don’t have something like this, please please check it on a regular base. Otherwise you’re just burning money. So saying you can’t really check everything right now with this, and I have a few example from the current state where we are that AI is maybe not the solution for everything I mean it’s a cool password.
We use machine learning for a lot of stuff, but for only bidding it’s a little bit critical and I have a few examples, see how you can read those graphs from different clients, and so we dive into the numbers a little bit. So what we see here is actually when over the course of the month, so we have the month on the bottom. They start in 2016 and you can see that in in April there clicks went really down.
So we kind of have more or less no clicks left compared to the time before and the a cost went up so we see now we can assume a lot of things. One is mm, maybe the bits were not are high enough. Some competitor went in so we won’t get the placement or it can be. We are out of stock, we lost the buy box. That’S why de-spawn the products weren’t displayed anymore. There can be a lot of reasons behind that where you have to link and talk to your retail team again or look into your cell at County, so this graph here is not only enough, but we see a change here in the second graph underneath here we See: okay: this is over the course of a month really cool with Corona.
We see a really nice click-through rate, so you could assume that we have like done everything right in terms of pointing to the right triggers, but what actually changed here? Amazon, this ticked some of the red placements out of from the website so that they are right now only better placements left above the fold, so the click-through rate over all accounts in general, went up which is really cool.
But – and this is the really cool part here, starting of April – the the impressions went through the roof, so this is obviously a product where a lot of people looking for and where we see more, where we can dive into so again. It can be different reasons where you have to then dive to again two more examples. Just to point that out. We have here an example where we see the click-through rate again going up, but overall, our operations going down.
So in this case it’s a fashion client. So the people are looking less for those products right now we see as a hint. We see that it’s going up again. So just the first estimate, but the quickly right here again had Marla that’s nothing to do with kind of a better at place, but what we did in the bidding. It was really a change of system and one last important information here. They prime, they will be moved.
We don’t know where and if at all. But if you see the impact here and don’t be afraid of the side numbers here in the millions. But this is really the impact of Prime Day, which is a cyber week which is done decently, so having the right setup in terms of deals pointing the right products. They are doing their advertising strategy with this together and you can see in the day they’re doing more sales than maybe one or two months.
So this is a really critical factor. I’M really curious what’s happening here. What Amazon does with it, because it’s for them the most important day to push their devices in the market? So, let’s see as a key takeaway. Please please please talk to each other if you’re responsible for the content in your product team or you have to do it on your own, that’s the first thing. You have to do to drive your conversion rate, but of course, if something is changing, maybe the seasons changing and right now we have like getting a lot of bad reviews.
Review management is important, so all this parts getting and playing together. So when I’m talking only about Emma’s an advertisement, this means you have to get your retail data right and you have to get your conversion later right as well, because this is a lot of crazy stuff as well. Here’S my second perk of today – it’s not the last. If you want, we can check your Amazon account for free, so everybody on the webinar here, please send me an email.
What you’re going to do. We will have a brief chat if it makes sense or not and what you focus is, and then we can dive into it real time or do a quick presentation and check what’s going on and where we can maybe help you in the next step. Now we have kind of setup it up. We have a strategy, we know what’s going on, it’s kind of how we scare that – and this is a really cool part here, and I would try to make it in a way that, besides the technical problems, we had, that we don’t do lots of over on Is is how to scale the funnel, and if you look at Amazon right now, it’s it’s crazy.
They on the start page, they have only digital products right now, so everything you would see right now on Amazon is really they’re trying to avoid that the people buy more when we talk to our clients um most of them, especially in their essential goods. They have like every day a primary and in categories which are beside that we have 50 % growth, 60 % groves. So if you’re not growing right now or you’re, not having stock issues, then something is probably wrong with your visibility, even though Amazon is trying to get rid of, everybody was kind of thinking only buying something only serving people who want to buy something.
So the main ideas right now really focusing on those people and who need stuff so far as it’s a chance, because we can now use their framework right now and besides all the noise which we normally have can work. So we can work in the whole funnel here, which is often a web, so from create awareness and purchases, and this is where what you see when Amazon account executive will knock at your door.
If you big enough, they will talk about what cool things you can do and most of its really cool, but you again have to really think about what is my goal. So you can book the star page if you’re crazy enriched, but you can also do more sophisticated things than doing a pro credit programmatic advertisement, which means using Amazon, stated target the right person. So you sitting in front of your laptop, they know.
Ok, neots is somebody who’s already always buying more expensive products is right now in the category looking for vacuum, cleaner and he lives in Cologne in a in not not Civic apartment, but he’s like right now looking for the product and we can show the yet so Really target it down, but of course it’s not only boring ads anymore. It’S also really cool stuff, which you can do, for instance, especially with article, and we see some really nice numbers here so in terms of awareness, which means they are, they measure, often in kind of first it more important, KPIs kind of cost per Mille.
So how much you pay for to reach the thousand people, but also kind of then in article completion rate, which is then the most important or cost per article completion, and here Amazon can definitely fight against the YouTube or Facebook, especially in terms of quality. So when you want to test this and you’re thinking about doing it even like to drive your sales, I what during mobile article ads, which are doing really well in terms of return and advertising spent.
So we sometimes see like rows of five or four with these ads, even though it’s an awareness, part and also and of course, which is coming now, is that you can dive into the voice part. So if you have something, if you want to do advertisement in Emma’s music or if you right now, everybody’s looking in the fire TV, the the numbers are rising like crazy. You can do sponsorships or everything around that.
But again we want to scale it, and this is the important part with this. The Larry Page has to work together. So when I using an app, this is the net. Nobody sees it. This is the kind of day at how we could do it, but you can also use Amazon enas and for me, it’s important here create the perfect landing page for this as well, and this is the takeaway here is: please focus on the focus on the right Landing page here as well – and you can build your own landing pages now – it’s not like two years ago, where Amazon oMG had to build them, for you can use Amazon stores.
So if you’re going log into your advertising central, you can build your own stores and you can build your own portfolio. Please, please, please don’t show there your whole everything you do build sub planning pages, which are fitting to your campaigns, and I put like a really new image in here now you can do even overlays, so they’re, getting better better every day where you can directly buy On the other pictures, you can build your own, create your own world around this one step back from the landing page, so landing page has to fit through the credit take away here.
You can even go crazier, so you can use those landing pages and create with all Emma’s on a whole, funnel approach. I won’t dive too into this today. It’S just it’s a whole other webinar and it’s really on the management. Slider looks really easy, but in the end, in the technical part, is not that easy. But to give the you the outlook here, it’s possible, you can link an Instagram or Google campaign to Amazon, but what we often uses like your own store as a as a focus, because why sending traffic to Amazon? If you pay the traffic so send it to your own store, if it’s possible, but yen, re-engaging with them or filling the whole funnel with Amazon together again other different topic.
If you’re cussing about it, please ask me, then we can dive into it and don’t fall for the fact that it’s maybe easy and in the store amazon tells you that you can measure traffic. The most important part is, if you send traffic from the facebook browser or linkedin browser to amazon. The mobile browser won’t accept cookies. So, like you can’t track kind of the sales. So when you look into your stats, which are behind those stores and see like okay, what’s going on and you will see more or less no conversion – and this is basically a technical problem – which kind of is the big problem here.
So it’s possible but really tricky. So I would really really recommend you use what Emmas on offers you, and this is besides the search advertising doing advertisement on amazon effort, enemas on, but also outside of amazon and with their own funnel system, which is the smaller brands. One important fun fact here before we dive into how you can actually do it is normally on its amazon biggest client, so 1 billion roughly, I would say they doing in ads on at Google right now that change – and this is really cool chance Emerson, stopped all Ads on Google all ads on Facebook, all the retargeting, all automated marketing, there’s no right now: advertising on price comparison pages.
They drop the affiliate rates again and all the deep pages offline. So, basically, all the automatic marketing you pay as a vendor is offline and for everybody else, the whole retargeting part – and this is especially crucial if you have very expensive product or if you have a product with high involvement where you have to think about its offline. So the main conversion driver and to drive in to your sales is right now offline.
So if you’re, not in a category which has a high demand right now anyway, and where the people buy it on the first glimpse, so they know. Okay, I need a six-pack of water. Yes, people buy a six-pack of water online, they click on it’ll buy it, but it’s maybe the vacuum cleaner. But if we think twice about it, there’s right now, no retargeting and odd. Every marketer knows retargeting works, so we, this is definitely the time and point where you have to dive into right now to look at this as a funnel approach again so people on the top don’t know what we want.
They know they run, they loft run. They don’t know they may be. Wan na have a measure that track the time they run and rather run. They can use their phone, but maybe read so we have to create awareness. This is really top of the fun. You explain them. We have the nicest read which can track the time, and everything is included with this. Amazon gives you all the plenty of options where you can target people who are in that category right now, looking for product, but also on top of that kind of knowing that this, maybe it’s somebody who’s a football fan.
Because for me it’s if the code where I live so then you can target those ads together. So you can use this as well as you, but for us most of the time we start at the bottom of the funnel, because we do go to do sales and this most of the time budget is limited. We start at the bottom, and this is really combining here search advertisement. What we had in the first part of the and then using DS, P Amazon’s demands high platform, which basically means using matching Amazon’s information about you about me with kind of advert advertisement somewhere in the web.
So when you go on the Sun or on beauty or somewhere else, they basically know. Okay, it’s you. It’S needs, and I will show you this advertisement, and this is what we can do here and the nice and the crazy part is. We cannot only do retargeting or quiets, but we also can do retargeting on similar ads so similar products, which means that, for instance, if I again back to my example and have my vacuum cleaner and somebody’s like now on a AG electron Karina and I spot Siemens Or Phillips can advertise those people, so I can directly target my competitor.
My competitor pool of people who have been on the similar product haven’t bought yet, but yeah are in the position of pipe and I can target them and the cool part is, and the yeah a little bit tricky part. So is that the competitor? Doesn’T he realize that so I’m not getting in a bidding war like on such a Iseman? I can really push them here, so the combination of postman is big and keeps it growing without investing more and more time.
So this is really where you can scale it. One example here what we did right now in the in the times like this, you couldn’t mean like okay, right now or the fitness studios are closed. We see a huge drop in the category right now, with protein shakes and everything around and with vitamins. It’S tricky. So we thought about a way how you can actually do that in a way not too pushy, but also how you can build that together.
So what we did here, for instance, is running in the pain on Amazon, DS, P, on Google and on spot of products, which we then run together in one funnel, and this is just one idea how you can think of why you’re right now and where you Can step in next and I’m quite sure we will have a second January after this everybody is allowed to get out again so that the fitness studios then again will profit from this.
But we thought kind of how we can use this in another way, and this is where you have to bit get a little bit creative. So it’s not only numbers but also to combine that and to get that just get those target groups. In terms of timing, I will rough this up a little bit for me. It’S important, it’s not Amazon, doesn’t work in a classic way where you would say: okay. This is neo C’s in between 30 and 40 years old.
He has a net income of X and he has a child and it’s household leader, Amazon works in a different way. Amazon was really focusing on what is your lifestyle? So are you somebody who buys more quality goods? If it’s are you somebody who is a garden lover, what is kind of around there and what you actually do? Where are you surfing right now on Amazon and if you’re surfing on Amazon for product? It’S really like you want to buy it, and now, when Amazon’s, when Google says Google shopping is for small stores for right now for free to fight Amazon in US with Google shopping.
Yes, but if you’re shopping on looking for Google for product, it doesn’t really mean you wan na buy and normally, if you’re looking on Google for product, you will end up on Amazon any way, because the first ranking factor the first SEO optimized traffic is Amazon and Most of the time, the ads as well, so it’s a little bit different here in kind of what information you have first party data – and I already talked about the different – how you can actually target those, but it’s important they thinking about behavioral targeting and not demographic And this is often the fighty of internally when you’re talking to classic trained marketing people.
Thinking about okay, I need to reach in my target group. This is my target group which I set by location, gender or whatever, and Amazon really thinks in a different way. So if a Grammy makes yoga, they don’t care how old she is. If he’s looking on Amazon for yoga gear, then probably she want to have it. So it’s really focusing back. I mentioned that it’s not only doing and sending people to Amazon or, if you you, can use it as well, if you’re not selling anything in e-commerce at all.
So if you’re, for instance, an insurance company – and you want to target new people, you can actually target people who bought really expensive, telly, so TV screen and show them the newest ad for insurance or for an iPhone. You can also target people who have like have business registered on Amazon, so our b2b clients and buying right now, a lots of office good and you could target them with maybe a software which is good for Texas.
So you can use Amazon’s information, also off outside of Amazon or link people to outside of Amazon, because I know a lot of people don’t like Amazon part, they kind of know it’s there and they have to use it. So this is the best CRM in the world which you can use for then, of course, a small fee which is a few pennies or cents per thousand people. So this is another option again, could talk a whole hour about it? So if you have any question here, let’s dive into discussion, one example here how you can compare this, and this is really then more upper funnel.
So this KPI click-through rate is important, then, for the awareness where we don’t look into the returner, let’s spend that much Amazon can often out-compete Google campaigns, because the conversion rate and the click rate and m/l everybody trusts in an amazon, a logo. They click the red of that, because of that is really really good, so that I make you more ads. Often out-compete Google commits, of course, and depends a little bit on the product, and you have to test it.
The tested is a really good point, so you can actually I’m often asked what you can do. We recommend for the first campaign, a budget of 5k doesn’t really matter how long it’s running, if it’s two weeks a month or six weeks. But this gives you enough data to learn to get the algorithm running, to optimize, to figure out if it’s really working and if you go for a bigger setup and one really sophisticated adder or it’s a little bit more complicated the whole funnel then recruitment budget of 10K, of course, this is a kind of rough estimate.
It really depends on what you want to do. For instance, if you want to read through retargeting and only have a couple of thousand people on your product every month, you can’t even spend that much. You can only spend a few hundred bucks. One last word for that for the retargeting here. It’S if you often get asked what can I expect when you look at your email campaigns, so the campaigns on generic keywords on Amazon and you have maybe there are nakos of 50 %, which is roughly in Ross of six that’s upside-down, and you can estimate that You will probably have the same targeting as well just as a rough guest.
Of course, the product should cost a little bit more than 50 bucks or you have to high involvement product. If it’s a toothpaste, retargeting doesn’t really make sense. But if it’s something where you have to think twice of, it always makes sense to integrate that in you’re, always on set up third challenge and last challenge before we having the wrap-up it. So me really important. We saw that in a different analyze, as why, when I showed the different graphs is that everything has to work together and for us it’s always.
You can do more or less everything on Amazon and its first up, getting a status quo done and what we do, and this is where you may be, and it depends on the scale what kind of possibilities you have. What I would recommend to you. It’S in the first step when you know thinking about okay, I know I know in a few months, everybody or a few weeks, everybody has to discuss what is my budget for the next year, which is my course right now really tricky what we do at the Beginning is come going really in the market and license so I’m checking what what is really my market.
It’S not maybe if I have hand her vacuum cleaner, it’s not the whole that communites only for Helmholtz cooking. Looking where I am I right now. What is doing what a surprise point because price and where Emma and my life cycle is really important on Amazon – do have actually changed with my product or can I do it much advertising if I want, but it has only two stars so first to the marketers, Then go in the brand potential, so what is my product, and what can I get so how much in Eric traffic is? There has a general a number in most categories: 80 % of the traffic has no brand involved, so the people are looking for a generic product and they don’t know which brand thing won’t have right now in the first step.
But there are the categories where the brand is really important, so there’s not a lot of to gain there. So this is the second step check. What’S my potential create, and with this you can really easily build your business plan and narrow down how much traffic there’s? What is my market? What’S my potential and then you know kind of forecast, like what kind of you can get out there, and this is really nice, then to get the budget you need by the way we see over all our clients right now compared to last year that they invest.
Fifty to hundred percent more than last year, so the in general overall Cline’s is fifty sixty percent in some categories is even crazier and some clients. Obviously they outgrow everything and they have nine percent more invest. But if your budget, right now for the next year – it’s not thirty or forty or fifty percent more on Amazon, you will lose visibility in the long run. Then we have. Obviously you have to plan a targeted and then measure it down, and we do this.
Every quarter with most of our clients, so for you as a QB, our or working quarters, it really helps you because of the timing, our enough drive to be much into it. But for me it’s important not only to look only on the kpi’s amazon offers you, but also to check kind of what, where I am right now with my organic position. Where do I have my sales? What is correct now we’re have a potential and the only this one example here so where we saw that in this was kind of conditioners we saw that was one year ago.
This was the market share in the category paid visibility and organic visibility, which we had on the slide here and we compared them against each other. So who is over investing right now in the category and so that not Leonor was by far the biggest in organic. So everything was organic lonoa, but they didn’t do really well into in terms of advertisement and Sacre Tran was going in crazy M Donna and doing advertising and one year later.
What we see is this only snapshot of course of a day but to make it show here. One year ago everything was mean or in their career, and now we have two packs of psychotron already and one of sometimes so Lenore lost more or less all. So in that category you can see those shift and how this actually works out, and you can measure with this and I’m forecasted can actually see. What’S what does it do so for me, it’s important to let you create your own dashboards if it’s going crazy on X, M crows or whatever using software like ours, where you have everything salience allowed everything combined or – and this is then the master step which I Would love to talk with you about is really how to build credit, integrated, really dashboards, where you run not only Amazon together, but all your sales data audio advertising later from Google Facebook, everything together to create like crazy dashboards, where you can actually see what’s happening act On it and that on a daily base, so you don’t have to always wait 100 days for a new report, but canned I’ve really enjoyed all of this have broke over 200 Rand and I’m very sure will work for you.
I know it was a lot of a lot of input, so if you feel a little bit overwhelmed, please take a minute, but ask me anything: I I’m here to talk and yeah. If, if there’s any option at me on LinkedIn, then you can have a chat. I’M strike fifth, I’m straightforward there. If you have any question, I’m really responsive or write me an email, yes and otherwise, I’m open for calls as well, which you can sign up on the link, because we have a little bit time difference now.
Of course, it would be a little bit shifted, but I will definitely call you back if you up for chat peace a so thank you very much.
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