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The Ad Project

The Ad Project

Ad Advance

The Ad Project is your ultimate guide to conquering the world of digital advertising and retail media. While we specialize in unravelling the complexities of Amazon advertising, we explore the entire retail media landscape, providing you with comprehensive insights that empower you to excel in the rapidly evolving e-commerce industry. Our expert guests bring a wealth of knowledge to the table, ensuring you're equipped with the latest strategies and tactics to thrive in the highly competitive digital marketing space. What sets us apart is our holistic approach, offering a deep dive into Amazon advertising while also exploring the broader retail media ecosystem and offering practical, actionable advice that you can implement immediately to improve your strategy. Whether you're a seasoned advertiser or just getting started, The Ad Project is your trusted resource for staying ahead of the game, driving results, and achieving success across multiple platforms.
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Top 10 The Ad Project Episodes

Goodpods has curated a list of the 10 best The Ad Project episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The Ad Project for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The Ad Project episode by adding your comments to the episode page.

The Ad Project - Building A Brand Using Amazon Advertising
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11/24/21 • 23 min

Overview

The key goal of brand building is to introduce shoppers who could

potentially be interested in your brand to learn more about your brand and

products. Over time, as you continue to work on brand building strategies, you

will see your branded search increase. This is a true indicator that these

higher funnel strategies work and can result in loyal customers with repeated

purchases over time.

In today’s episode, both Joe and Matt talked about the importance of brand

building and what sellers should be focusing on when building their brand. They

also dived deep into these upper funnel strategies, how to implement them and

what metrics to monitor when measuring their success.

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The Ad Project - Top 5 Focus Areas for Sponsored Ads (with Bonus #6)
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09/20/22 • 25 min

There are so many things that we can implement with Amazon advertising.

As we're approaching Q4, it is important to have a solid structure and foundation. This is why in today's episode, both Joe and Matt spent some time picking apart key things to consider when reviewing your Sponsored Ads campaigns. By reviewing these top 5 areas, you are likely well set up for a successful Q4 and beyond!

Grab a pen and paper, and let's dive into today's episode.

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Very often, brands focus heavily on driving traffic on peak days. However, what does it look like to drive traffic outside peak periods? What strategies can we implement to mimic the growth and success we usually see during peak periods?

In today’s episode, Joe is joined by one of our Account Managers, Noah Salzl. Noah walked through multiple case studies where his clients attained tremendous growth outside of peak shopping days.

Overall, this is a fun conversation going through different scenarios and understanding how brands can implement strategies for exponential growth outside of peak days.

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Brands of all sizes constantly think about the next channels to invest in and whether they’re making the right decisions.

In today’s episode, Joe was joined by Russ Dieringer from Stratably to talk through the changes within digital commerce and the role of Amazon within these Omnichannel consumer brands.

Topics covered include:

  • General trends among sellers and how they’re setting themselves apart.
  • Major hold-ups for bigger brands to adopt new features.
  • High-level perspective on future trends within digital commerce.

By creating proprietary research, data, and thought leadership, Russ is focused on driving conviction and igniting new possibilities inside companies that want to thrive for the next 100 years. It was great having him as a guest in today’s episode and an opportunity for us to look at the bigger picture.

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We’re constantly asked to explain the difference between Amazon Marketing Stream, Amazon Marketing Cloud, and Amazon Attribution.

In this episode, Joe and Matt decided to dive deep into each of these features offered by Amazon. They touched on a quick overview for each, when sellers should consider using these features, and key information that can be obtained.

It can be challenging for brands to keep track of all the new features released by Amazon. So today, we wanted to summarize the major ones while helping brands better understand their benefits.

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Utilizing a full-funnel strategy with Amazon DSP can be a powerful tool.

However, when is the best time to implement DSP into your advertising mix?

In today’s episode, Joe was joined by Adam Mellott from Better AMS to walk through Amazon DSP, when to implement it, and how to tie it together with the other ad types.

Adam has a very unique story on how he was introduced to the Amazon space by working with authors on the publishing side, transitioning to a full-service agency, and now thoroughly enjoying his role and working with many clients at Better AMS.

It was exciting to go through the various pieces to consider when implementing Amazon DSP and a conversation we highly recommend listening to!

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In today’s episode, Joe was joined by one of our Account Managers, Melissa Barnstoff, to talk through things that stood out for our clients during Prime day.

Some of the hot topics we touched on were:

  • Running deals and promotions
  • Major items to focus on during the days leading up to a peak shopping period
  • Communication

While it may be a bit early to start touching on Q4 prep items, brands should start planning their advertising strategies early on, so they can make the most out of these periods.

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The Ad Project - How To Leverage Seasonality with Amazon Advertising
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08/09/22 • 26 min

Understanding how to measure seasonality and actions you can take to go through the low periods can really help set you apart from the competition.

In today’s episode, Matt and Joe spent some time talking through ways brands can accurately measure seasonality and how to be proactive.

Key Takeaways include:

  • Analyzing your account/products to understand your seasonality
  • How to use Brand Analytics reports to measure seasonality
  • Ways to be proactive and ride the waves throughout peak periods

With Q4 coming up, grab your pen and paper, and let’s talk through ways to prepare for peak seasons!

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The Ad Project - Amazon Marketing Stream Insights
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08/03/22 • 24 min

We continue to be surprised about the trends we see from using Amazon Marketing Stream.

In today’s episode, both Matt and Joe dived deeper on some of the key insights and share a couple of initial takeaways from the data we’re pulling in.

  • Traffic trends by the hour
  • CVR and ROAS by the hour
  • Key takeaways for brands focused on efficiency vs. expanding reach

This episode goes hand-in-hand with some of the visuals from our Amazon Marketing Stream article, so highly recommend checking that out!

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The Ad Project - Brand and ASIN Defense Strategies
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03/16/21 • 20 min

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 possible for shoppers to find the product they're looking for with your keyword mix.
  • If your product has various models, we suggest breaking out each model into its own ad group and use attribute-specific branded keywords for each ad group.
  • ASIN defense strategy works for all sponsored ad types. Own as many placements as possible.
  • ASIN defense can help to make your listings more cohesive which helps build brand awareness.
  • ASIN defense is also a great strategy to push competition off your product pages.

Overview:

Why advertise for your brand when people are already searching for it?

Here's a quick to-do: search on Amazon for your branded keywords and see if any competitors are showing up higher than your branded products. If yes, then competitors are more than likely stealing your sales.

In this episode, we dive into Amazon advertising defense strategies like Brand Defense and ASIN Defense to help you maximize sales and defend your brand from the competition.

Defensive Amazon Advertising Strategies: Brand Defense Campaigns:

Amazon is a very brand-agnostic platform where each listing looks the same. Trying to build out a strong brand presence can be really hard to do. To take things to the next level, even after building out your brand, you'll need to defend it from competitors trying to steal your sales.

Setting up brand defense campaigns is a great way to protect your brand. Top of search and Sponsored Brands are the first few placements on Amazon that generate a massive amount of clicks and conversions. If you are not in these placements when shoppers search for your brand, you will lose market share.

When implementing brand defense strategies:

  1. Launch brand defense campaigns with Sponsored Ads. Group all your products in an ad group (except products with different models).
  2. Utilize fixed bids in a high top of search setting to fully own top placements.
  3. Avoid using branded search broad match keywords for Sponsored Brands. Use phrase match keywords instead.

Defensive Amazon Advertising Strategies - ASIN Defense:

ASIN defense is a cross-promotion strategy where you're using product targeting to advertise your products on product pages. One of the key benefits of ASIN defense is to fully own ad placements on your product page. This means when a shopper clicks on your listing, they'll see your full catalog of products. This helps to push competitors off your product page, therefore increasing click-throughs to your products.

Prerequisites to using ASIN defense strategy:

  1. Multiple products with multiple parent listings.
  2. Multiple products within the same category.

ASIN defense strategy gives shoppers fewer opportunities to go to your competitors' pages and allows sellers to own their product pages with their ads.

Episode Highlights:

Should you protect your brand on Amazon? [01:32]

How to implement brand defense strategies? [05:10]

What is ASIN Defense strategy? [09:54]

Benefits to using ASIN Defense strategy [10:19]

Things you need before using ASIN defense strategy [11:19]

Tactics when using ASIN defense [13:20]

How to implement ASIN defense strategy [15:15]

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FAQ

How many episodes does The Ad Project have?

The Ad Project currently has 158 episodes available.

What topics does The Ad Project cover?

The podcast is about Marketing, Podcasts and Business.

What is the most popular episode on The Ad Project?

The episode title 'Driving Traffic Outside of Peak Shopping Days w/ Noah Salzl' is the most popular.

What is the average episode length on The Ad Project?

The average episode length on The Ad Project is 27 minutes.

How often are episodes of The Ad Project released?

Episodes of The Ad Project are typically released every 7 days.

When was the first episode of The Ad Project?

The first episode of The Ad Project was released on Jan 14, 2021.

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