In case you aren't subscribed, here are the top 10 things our advertising team learned about Amazon PPC in October.
Two packaging ideas. Here is the first. Invoke an emotion as always. Here is the second. I explain exactly why we should care about packaging, also gives you a few ideas around your own.
Save money on packaging. Removing middle margins wherever possible. This post and its comments offer some value and will help improve your margins.
Vine costs $200 per enrollment. Reviews are essential. We know that. Getting to 1 increases traffic 188%. Nudging from 1 to 2-50 increases average sales by 108%. If Vine charges $200 to help you get there, who cares. Pay it.
Patagonia doesn't use the word sustainable. And I love that. They know clothing is a big problem. They work hard to make it better. They also support other small brands to make factories greener. Following their "Don't buy this jacket" campaign in 2011. I often find myself split, wanting to help brands, obviously, but also very aware that Amazon encourages overconsumption. Which I dislike greatly.
How to order your images. It's a tough question. I've always answered: it depends. Ultimately, we want to use data wherever possible to decide. Amazon data, by split testing them over equal traffic periods. What got more conversions. But also using tools like PickFu demonstrate here to help.
New mobile viewing means images are more important.Check this out. You've got to love the trick from Nestle to win more clicks as well.
Black Friday CPCs and conversion rates. Your agency will tell you this, but if you're sweating as an in-house person, here you go. They're both pretty steady, trending a touch down (ACOS up) going into BF, then it surges up for a few weeks during and after. Then it drops off a cliff for Christmas. The End. [More detailed breakdown].
VCPM data is inaccurate. Don't let your agency pull the wool over your eyes. Here's a breakdown of how you should look at your ad campaign performance if using VCPM. We figured out a way to see accurate numbers.
Amazon vendor managers can't help you. They don't have any levers to pull other than being a very expensive support person. This is only valuable if you're star ASIN goes offline and it usually does £50k+ a month. Don't take my word for it, take Martin's, he was a category manager in Amazon retail. [Martin]. No commission for me here, but you should hire him for your next negotiation.
Amazon advertising funnel. A clear breakdown of the different ad types you can use to target customers at different stages of their buyer personas.
Facebook hires agency for advertising. If you're on the fence about going in-house with your advertising management, or an agency, Meta/Facebook (77th biggest advertiser in the world) has just hired an agency. $2.4bn spent in 2020, up 44% from 2019. Publicis Groupe will be looking after that beast. Think you're too big for an agency? Think again.