Amazon Marketing Services (AMS Advanced) with Taylor Benterud - SS006 - a podcast by Danny McMillan

This session Taylor returns and shines a light on the new AAP or Amazon Advertising Platform, what it is and does and how to put it in action for your business. The addition of ‘broad match’ ads to Amazon Marketing Services (AMS) is a great lift for sellers but with it comes the downside as there is no search-term report you don’t know exactly which keywords are converting best. Taylor gives us strategies to waterfall the bids to optimise your spending.

Then Taylor moves onto the introduction of Headlines ads which is in beta for some sellers and is beginning to appear across people’s accounts. Again Amazon gives with one hand but takes with the other as we see the cost per click begin to climb as many new entrants come into the headline ad market.

Amazon Store pages is another innovation and moves us along from the brand pages which were a little clunky to put up and manage and then the Amazon Advertising Platform get the Taylor Treatment with an in-depth run through the platform, the options and a focus on the Amazon Retargeting Ads strategies to use.

• Match Types in Amazon Marketing Services (AMS)

  • Broad match added to AMS so now we have exact, phrase and now broad match which gives greater reach
  • You have no search-term report so you don’t know which keywords convert
  • We’re hoping they eventually have a search term report because it will give us better analysis
  • You need to ‘waterfall’ your bids:
    • Exact should be highest, phrase a little lower and then broad lowest to optimise your ad spend...

Visit HERE - For detailed show notes 

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