The Ad Project, Powered by Podean

Overview Amazon is a convenient platform that allows shoppers to quickly find what they're looking for. Ranking is a critical component to being successful on Amazon since products ranked higher in search results typically get the most sales. It’s in Amazon's best interest to show products in top placements that will likely convert. However, with competition growing daily, how can sellers improve...

Overview Outsourcing any part of your business can be an intimidating step, especially if you don’t know the key pieces to look for when searching for support. When looking to choose an agency to partner with for advertising management, there are several important factors to consider when choosing one that’s right for you (or not choosing one!). In this episode,...

Overview: Being a successful seller on Amazon goes far beyond having the best strategies or the highest bids. Your product listings should be calling out what your competition is not in order to set your products apart and connect with WHY your customers choose your brand. In this episode, both Joe and Brian Johnson took a step back to discuss the importance of optimizing your listings and all the...

Overview Amazon seasonality is an incredibly important factor to consider when strategizing with your ads year over year, month over month, and even week by week. Understanding these trends will not only help you set realistic expectations, it will guide how you manage your ads overall. When you know there’s going to be a change in traffic or conversion rate, you can make proactive adjustments to...

Overview Amazon TACoS is a metric that tends to be put on the backburner when it comes to measuring success on Amazon. But, why? Understanding what this metric means and using it to set big picture goals can significantly help sellers set themselves up for success.  In this episode, Joe Shelerud and Lucas Kwiatkowski dive into TACoS, organic ranking, and how to properly prepare your brands fo...

Overview With only a few days to Prime Day 2021, most sellers would’ve already planned what deals they’re running, set up coupons, and had conversations with their advertising team. The summer months are usually low for traffic across all e-commerce platforms, as people are focused more on being outside, soaking up the warmer months. Amazon sees this as an excellent opportunity to bring attention...

Overview How do you scale your ads after getting past the initial phase of setting up your campaigns manually? Like many sellers, you’ve probably heard a lot about bulk files. As the next step to stepping up optimizing your campaigns, we recommend utilizing bulk files. Bulk files help with making manual moves within your campaigns much easier while staying organized. It also allows you to analyze...

Overview The Amazon advertising sphere is constantly changing, and as Amazon advertising experts, we have to stay up to date so we can steer the ship in the right direction for our clients. Whether this includes changes to the reporting or targeting different audience types, being on top of these new features is key to setting yourself apart. Liran Hirschkorn and Joe Shelerud dedicated this entire...

Overview According to Amazon, 64% of customers go through multiple channels before making a purchase, and only 4% of shoppers instantly make a purchase. Amazon DSP allows shoppers to take full advantage of the advanced audience targeting tactics to assist shoppers in moving from consideration to conversions. In this episode, Matt and Joe speak to all the different audiences and strategies availabl...

Key Takeaways  Sponsored Display is a self-serviced ad type, while DSP is a managed-service ad type by either Amazon or third-party agencies. Bottom of the funnel strategies with Sponsored Display ads includes retargeting, display views, and product targeting strategies. Sponsored Display audience targeting is a more top-of-funnel strategy that can be stacked on your already working bottom-of...

As a seller, it's critical to get your products directly in front of your audience. Surprisingly, many sellers still depend solely on Amazon's organic traffic. If you're looking to take things to the next level, ad optimization and external traffic can really level up your advertising game.   In this episode, Joe Shelerud and Victor...

Amazon DSP (demand-side platform) is the new frontier of Amazon Advertising. For every seller, the key strategy is to get your Amazon Sponsored Ads nailed with an excellent optimization strategy and a well-defined funnel. Once you have your Amazon Sponsored Ads well lined out, Amazon DSP is a great next step. Currently, there are a ton of opportunities withi...

Overview In this episode, Joe and Amazon advertising industry leader Destaney Wishon speak about the many creative opportunities within Seller Central, and the newest, shiniest features of Amazon DSP that allow you to put your best branding foot forward.   Between SB Video ads, store spotlight ads, brand defense strategies...

Key Takeaways    It’s a huge advantage for sellers to get on top of Amazon’s new features early. Not only will you beat the competition but getting in early usually results in favorable CPCs and/or winning top placements.  Amazon continues to add new targeting methods, new ways to bid, and new ways to reach different audiences.  New features always provide better...

Overview    Amazon Sponsored Products is definitely the goldmine to any advertising strategy. While there are many different ways Sponsored ad campaigns can be structured, there are a few key strategies we encourage sellers to implement to get the most out of their ads. In this episode, both Joe and Steven Pope ( MyAmazonGuy ) dived into these strategies, including auto campaigns and whe...

Overview With each step you take as an Amazon seller it’s important to continually measure how things are going and analyzing what are the next best steps moving forward. While there are many reports that Amazon provides, in this episode we highlighted the key ones we think every seller should continually review to grow their business. Business Reports Business Reports is a great place to start as...

Key Takeaways: Advertising is an essential piece to every new product launch strategy. Amazon PPC can help new products with discoverability or compliment any other promotional strategies set up outside of Amazon. We recommend sellers be focused on sales versus minimum ad spend. New product launches weigh heavily on conversion rates. When setting up manual campaigns, utilize high converting placem...

Key Takeaways Conquesting ad strategy is an offensive advertising strategy used on Amazon to target your competitors' brand or product using either keywords or product targets.  Conquesting is a viable strategy if you have an advantage over your competitor. One way to select which competitors to target is through product research and development by knowing your main competitors. Another way t...

Key Takeaways:  If you're not protecting your brand, you could be losing a lot of market share, brand presence, or your customer's lifetime value to a competitor. Setting up branded defense campaigns tends to generate a lower cost per click since they have a good conversion rate. Bid aggressively on your brand defense campaigns to make sure you own top of search placements. Make it as easy as...

Key Takeaways :  There are two different ad types with Sponsored Display: Product targeting and Audience targeting. All brand registered sellers should utilize Sponsored Display product targeting. Sponsored Display product targeting ads are shown on Amazon product pages. Sponsored Display audience targeting ads are shown off Amazon and predominantly offsite remarketing. If you are using Spons...

Key Take-Aways:  Sponsored Brands are cost-per-click ads available to sellers who are brand registered. In comparison to Sponsored Product ads, Sponsored Brands are an awesome way to introduce your brand to your audience. Sponsored Brand ads in addition to your storefront expand your brand presence and build connections with your customers. Sponsored Brand ads show up at the top of the search...

Key Takeaways: There are three types of Amazon Sponsored Ads placement settings: top of search, product page, and rest of search. Top of search ad placement tends to perform the best with the highest average conversion rate and click-through rate. Top of search placements perform the best because they are positioned to attract customers with a higher buying intent. Top of search placement ads come...

Key Takeaways: Focus less on ACoS and more on driving traffic and sales to your listings in the launch phase. Calculate the gross margins for more established products and then test different ACoS levels to see which works best for you. Bids are the primary method to controlling your ACoS. Increase bids to drive more traffic for top-performing keywords or product targets that are converting well r...

Key Takeaways: A change in sales is impacted either by traffic, conversion rate, or average order value (AOV). If you want to increase traffic, then advertising is a great way to do this. In advertising, traffic can be increased by increasing your bids, utilizing top of search placement settings, introducing more keywords, and increasing keyword relevancy. If you're looking to increase conversion...

Key Takeaways Negative keywords or negative product targets can be used to boost campaign performance.  In auto campaigns since bid control is not an option, we use negatives to control campaign performance. In manual campaigns, our first approach is always to reduce bids to help control performance. However, we recommend using negatives to weed out any search terms or products that you absol...