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!

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.

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!

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!

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]