RESEARCH
1
ONBOARDING
CHECKLIST
CHECKLIST
2
COST OF
GOODS REVIEW
GOODS REVIEW
3
ACCOUNT
HEALTH AUDIT
HEALTH AUDIT
4
BSR
AUDIT
AUDIT
5
LISTING BACKEND
& CASES AUDIT
& CASES AUDIT
MONTH
1-2
1
COMPETITOR &
PRICING RESEARCH
PRICING RESEARCH
2
REVIEW & RATING
ANALYSIS
ANALYSIS
3
PPC CAMPAIGN
AUDIT & CLEAN UP
AUDIT & CLEAN UP
4
KEYWORD RESEARCH &
GAP ANALYSIS
GAP ANALYSIS
5
CURRENT SALES &
INVENTORY FORECAST
INVENTORY FORECAST
DISCOVERY
AMAZON ADVERTISING ROADMAP
1
Optimize Past Campaigns
2
Research
3
Launch
4
Scale
5
Profitability
6
Repeat
LAUNCH
- Past Campaigns Audit & Optimization
- Keyword Research & harvesting
- Build a strategy specific to client needs
- Focus on SP Campaigns
- Auto & Manual targeting
- Exact, Phrase Targeting
- Brand Defensive targeting
- Competitor Targeting where we have
- Clear advantage
- Low Bid Broad & Catch all campaigns
- Identify missing opportunities through audit and control wasted spend.
SCALE
- Identify winning campaign, targets and products from launch phase
- Budget management based on 80/20 rule
- Move to SB and SD campaigns to increase reach.
- Explore category and audience targeting with different strategies
- This phase will have high ACoS and TACoS
- Explore new targeting for complementary, misspelling, demographic, variation based
- Go aggressive with Converting Single keyword exact targeting and Top of Search placements to help rank organically
PROFIT
- Focus on achieving profitability by optimizing to achieve target TACoS
- Analyze TACoS at product level and optimize accordingly
- Improve the ratio of converting to non-converting targets
- Start lowering bids for single KW campaigns where organic rank stable for few weeks
- Dial down on Negation making sure it is utilized for every auto, broad campaign
- Focus more on data analytics from- search query performance report, brand analytics, internal analytics report
AMAZON ADVERTISING CAMPAIGNS
Sponsored Product (SP)
Sponsored Brand
(SB)
Sponsored Display (SD)
Sponsored TV
(STV)
Demand Side Platform (DSP)
Pricing Model
CPC
CPC & VCPM
Sponsored Display (SD)
Sponsored TV
(STV)
Demand Side Platform (DSP)
Placements
SERP & PDP
SERP & PDP
SERP, PDP, Off Amazon (limited)
Streaming TV Publishers -Freeve, Twitch etc
SERP, PDP, amazon Home Page, Off Amazon, OTT, Audio Devices
Targeting
Keywords & Products
Keywords & Products
Products,Category & Limited Audience
Content & In-Market Audience
Expansive Audiences including Amazon specific
Landing Page
PDP
Store, Product List, PDP
PDP
PDP
Store, PDP, No
Amazon Site
Availability
Available to all Seller
Only Brand Registered
Only Brand Registered
Only Brand Registered
Either Amazon or Agency Partner
Min Budget
$1
$1
$1
$20/day, Recommend min $150 per day
$50K through Amazon otherwise $5K
Creatives
None
Banner, Video
Video
TV Quality Video
Dynamic Images
& Videos
DRIVING TRAFFIC
Coupons & Promotions
- Subscribe & Save
- Post Purchase Emails
- Deal of the Day
- 7 day deal
- Listing Pricing Strategy
- Prime Exclusive Coupons
Review & Ratings
- Disputing negative reviews that are against Amazon TOS.
- Request a Review - the right & TOS friendly way.
- Developing a review strategy
- Vine Program
Backend Updates
- Update Backend Keywords
- Add Alt Text for A+ Content
- Add Keywords in FAQ’s
- Add Comparison Table to A+ Content
- Link Brand Store with he Listing
- Update canonical URL for every listing
- Check and update all filter options
Amazon Features
- Amazon Live
- Amazon Post
- Brand Tailored
- Promotions
Coupons & Promotions
- Keyword Research
- Keyword Tracking
- PPC Keyword Supports
- Gap analysis
- Brand Analytics Funnel
- Analysis Per Keyword (SQP)
- Target Audience analysis
RECURRING DELIVERABLES
WEEKLY
- PPC CAMPAIGN OPTIMIZATION
Optimization Problem Points Checked for:
- Irrelevant Search Terms
- Not Indexed or Bids Too Low
- Offer misalignment or KW too high in funnel
- Expensive Search Term
- Not maximizing search term opportunity
- Target not getting sales Duplicate Targets
- REPORTING
- Weekly Sales
- Account Health performance checks
- Inventory restock recommendations
- ACCOUNT HEALTH
- IPI Score Monitoring and Recommendations
- Inventory Planning and Forecasting
- Reimbursement Follow-Ups
- BuyBox Monitoring
MONTHLY
- PPC CAMPAIGN OPTIMIZATION
- Monthly Sales
- Advertising Overview
- Eligible Reimbursements Review
- Goals & Action plans
- KEYWORD INDEXING
- PPC KEYWORD RESEARCH
- PPC CAMPAIGN KEYWORD HARVESTING & A/B TESTING
- CUSTOMER ENGAGEMENT*
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