Understanding Amazon Advertising and Organic Search

Ben Culbert, Sr. Manager of Amazon Paid Media and Ellie Brockman, Paid Search Analyst dive deep into the Amazon Marketplace and how to set your business up for success on Amazon at the November 2019 MN Search event.

Transcript

2. 1. Amazon Overview 2. Amazon Advertising 3. Amazon Organic Search 4. Additional Resources
4. Amazon Facts
5. • • • • • • • • Amazon Facts
6. Amazon Orientation
7. A Few Important Definitions
8. Anatomy of an Amazon Search Engine Results Page (SERP)
9. Anatomy of an Amazon Product Page (PDP)
10. Amazon Business Models
11. Amazon Business Models
12. Amazon Seller Fulfillment Models
13. General Best Practices on Amazon
14. General Best Practices on Amazon
16. Advertising Facts
17. • • • • Amazon Advertising Facts
18. Advertising Orientation
19. • • • • • • • • • • • • The Advertising Landscape • • • • •
20. The Amazon Advertising Ad Types
21. The Amazon Advertising Ad Types (Examples)
22. Advertising Placement Positions (Examples)
23. The Amazon Targeting Types (Examples)
24. Bidding Levers
25. Sponsored Products Bid Levers
26. Amazon Advertising Best Practices
27. Amazon Advertising Best Practices
28. Amazon Advertising Best Practices: Account Structure ❑ ❑ • • •
29. Amazon Advertising Best Practices: Routine Actions ❑ ❑ ❑ ❑ ❑ ❑ • •
31. Organic Amazon Facts
32. • • • • • • Amazon Advertising Facts
33. Organic Amazon Orientation
34. A Few Organic Amazon Definitions
35. The Search Feedback Loop
36. Organic Amazon Ranking Factors
37. So How Do We Drive Improved Rankings?
38. Getting Started
39. Preliminary Product Assessment ❑ ❑ ❑ ❑ • •
40. Keyword Research ❑ • •
41. Tracking and Measurement ❑ ❑ • •
42. Listing Optimization ❑ ❑ • • • • • • • •
43. Traffic Optimization ❑ ❑ • • •
44. Amazon Organic Search Best Practices
45. Amazon Organic Search Best Practices
47. • • Additional Resources
48. Questions?