Презентация на тему Rick Backus @CPC_Rick

Презентация на тему Rick Backus @CPC_Rick, предмет презентации: Маркетинг. Этот материал содержит 46 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

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Rick Backus
@CPC_Rick

CEO, Co-Founder
Born & Raised in San Diego
UCLA
PriceGrabber.com
New Father of Emmett!


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The 2015 Virtual Summit for Amazon Sellers


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Presentation Overview

The Amazon Plateau

Our Approach to Amazon

Discoverability Breakdown

Buyability Breakdown

Winning The Buy Box

Resources


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The Amazon Plateau

The Amazon Plateau: a long-term period of stagnant sales growth

Without a strategy focused on ongoing optimization, a seller will hit the proverbial wall

The increased sophistication of the Amazon Marketplace warrants a new approach


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Approach to Success on the Marketplace

#Mozinar @CPC_Rick


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Discoverability Lever: Product Content

Product Titles

Features / Bullets

Search Keywords

Category-specific Product Attributes

When should you invest resources in optimizing product content?







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Product Content Tips

Headline - Should have the main keywords you are targeting and should only have your brand name if it is being searched on Amazon (run PPC to see if people are searching your brand)

Bullet Points – Use all 5 bullet points (duh). List features and benefits. Capitalize the first letter of each bullet.

Description – Make the description scannable and avoid a huge block of text. HTML is no longer allowed. Can also include a coupon code for bundles (buy 2 get 1 free).






#Mozinar @CPC_Rick


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Discoverability Lever: Catalog Structure

Parent & Child SKU Relationships






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Discoverability Lever: Sponsored Products

Acceleration program for newer or low-exposure ASINs
Discoverability lever for your top Buy Box offers
Unveiling of Amazon’s search query data
http://www.cpcstrategy.com/amazon-sponsored-products-guide/





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Sponsored Products Tips

Automatic campaigns are excellent for keyword harvesting
Start with higher bids than you think you should ($1+)
Create manual campaigns for converting keywords
Create manual campaign for your brand to see brand impressions
Use Sponsored Products impressions to inform your organic content optimization strategy






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Sponsored Products Inventory Growth



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Sponsored Products Higher CPCs



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Discoverability Strategy: Keyword Research

Merchant Words
AMZ Tracker
Google Keyword Tool




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Google Keyword Tool


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Keyword Research Tool: Jungle Scout


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Discoverability Lever: Sales Performance History

Along with offer relevancy, sales performance is the most important discoverability factor

Amazon has the incentive to give top-selling products the most visibility

Drives the virtuous cycle between product discoverability & buyability









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Buyability Lever: Fulfillment Method

Strong Buy Box factor

The process for FBA assortment selection











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Buyability Lever: Fulfillment Latency

Strong Buy Box factor

Latency is entered at the product-level in the catalog feed









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Buyability Lever: Product Images

Props/Models are allowed on your main image
No marketing messages on your main image
1500 x 1500 pixel minimum
3D Product Images on Fiverr
2nd or 3rd image can be used for marketing message or coupon








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Product Image Tip




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Buyability Lever: Landed Price

Strong Buy Box factor – highly immediate and controllable

Should be leveraged based on your competitive landscape

Enable strike-through prices

How about raising prices?

FeedVisor









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Buyability Lever: Product Reviews

Strong influencer of conversions on the detail page

Significant lever for brands

When should you invest resources in generating product reviews?

SnagShout by Seller Labs


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Buyability Lever: Seller Feedback

Buy Box factor

Almost always a strong reflection of the quality of a seller’s fulfillment processes

When should you invest in generating seller reviews?


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Buyability Factor: Seller Rating

Strong Buy Box factor

Mostly comprised of multiple components found within Seller Central (ex. On-Time Delivery Rate (ODR), Late Shipment Rate, etc.)


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Respect Your Amazon Brackets


The higher your bracket, the higher your Buy Box share

Jumping from one bracket to another will have a stronger effect than moving within the brackets themselves


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Seller Rating


Seller Rating is divided in to 6 brackets:

100-98%
97-95%
94-90%
89-80%
79-70%
Less than 70%


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Shipping Time


Like seller rating, these are divided into brackets:

0-2 days
3-7 days
8-13 days
14 or more days

Again, jumping between brackets is more effective than moving between them.


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Create a No-Go-Zone


Understand the points below which you should never allow your metrics to go. These are:

Seller Rating - Below 70%
On-Time Delivery - Below 97%
Tracked Orders - Below 98%
Late Shipment Rate - Above 4%
Cancellation Rate - Above 2.5%
Shipping Time - More than 14 days
Customer Response Time - More than 10% of messages over 24 hours


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Mobile = 100% of Sales Go To Buy Box

Over Christmas 2014, 50% of Amazon customer shopped via mobile
On mobile devices, the “More buying choices” button is practically invisible
Nearly 100% of mobile sales go through the Buy Box


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Amazon Marketing Services (AMS)

Headline Search Ads
Placement: Appear at the top of the search results on an Amazon SERP
Keyword Targeting:
Long-tail (specific) searches: Consider using a specific product detail page as your landing page
Short-tail (broad) searches: Create a custom landing page by doing your own search on Amazon for 3 – 5 of your ASINs, and copy the URL from that search. Use that URL as your landing page.
Bid Strategy
Bid conservatively to start out & increase over time
Don’t get emotionally tied to a product – follow the data & promote what sells. Not every product is a winner with PPC advertising


www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com


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www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Product Display Ads
Placement: On product detail pages below Buy Box

Defensive Placement:
Target your own product detail pages to prevent competitors from advertising against your products
Complementary items typically do well here
ROI will typically be poor, but these ads are here to prevent competitors from poaching your customers, not to drive ROI
Offensive Placement
Target related products of competitors to ensure placement on their detail pages
Turn their customers into your customers

Amazon Marketing Services (AMS)


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Demand Forecasting

Finding The Report
Amazon Retail Analytics Basic
Locate Demand Forecast Report

Production Planning
Scroll right to see the Demand Forecast for future weeks
At the time of this recording, Black Friday is +13 weeks
You should see spikes in demand from +13 weeks through +17 or +18 weeks; some products may spike sooner
Use their forecast to plan production ramp ups or increased POs to your suppliers in time








www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Amazon Retail Analytics Basic


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Maximize Profits through Direct-to-Consumer Sales

Benefits
Increase Per-Unit Profit:
Wholesale discounts to Amazon can be as much as 40% off your regular MSRP
Selling as a 3rd Party through Seller Central, Amazon’s commission will be 15% or less, with FBA’s fixed fees usually falling in the range of 7% - 10% of product price (though that can vary).
Price Control: Reprice at your own discretion to maximize profit
Selection: Sell products Amazon doesn’t want to buy

Risks
Buy Box: If you’re not winning the buy box as a 3rd party seller, sales velocity can drop
Selection: Carefully analyze projected FBA fees so you’re not losing money by selling the product as a 3rd party







www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com


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Super URLs?


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Brand Enforcement Email

"Hello,

This is [Seller Name] and the reason we are writing this message is to let you know that you are linked to several of our listings and we know that you are not authorized to sell our brand [Brand Name]. For your information, we are also the owner of the trademark of [Brand Name].

Our legal department is taking full action to all other sellers violating the rules and you are one of them. We will provide you 24 hours to remove all offers for our [Brand Name] listings from your inventory or we will enforce action, first by reporting you to Amazon. Please see the below URL for those listings to which you are linked.

http://www.amazon.com/XXXX

[Seller Name]


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The Conversion Rate Debate


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Amazon Phone # -> Facebook Product Ads


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Resources


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Resources


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Resources

www.facebook.com/groups/ecommercegroup


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Resources


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Resources

www.theamazingseller.com


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Future of Amazon SERPs?


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Thank You
SEMrush!





Email Me For The Slides:
Rick@cpcstrategy.com


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