#637 - How To Track Amazon Share Of Voice

In this TACoS Tuesday episode, Bradley and Destaney Wishon discuss different Amazon advertising strategies, campaign types, how to measure Share of Voice, and more.

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Join us for an enlightening TACoS Tuesday discussion on Amazon Advertising Strategies for Success with our expert guest, Destaney Wishon, CEO at BTR Media. Together, we explore advanced techniques to elevate your advertising game on Amazon. We unpack essential tools like the Amazon Marketing Cloud (AMC) and Demand-Side Platform (DSP), as well as campaign segmentation strategies. We also highlight the significance of understanding the time gap between clicks and purchases, shedding light on common misconceptions about dayparting Amazon ads. With insights from Amazon Marketing Stream data, we provide actionable strategies to optimize your advertising efforts, ensuring you can effectively apply these techniques to your business.

As we move forward, we focus on maximizing Amazon ad type expansion, emphasizing the competitive edge gained by utilizing unique ad formats such as sponsored brand and display ads. Destaney shares insights into the effectiveness and costs associated with sponsored brand videos, particularly on mobile platforms. We also address audience experiences with video ad performance, clarify targeting options, and explore the potential overlap in ad real estate. Our conversation also covers optimizing these ad types for conversions, offering strategies to combine various ad formats for enhanced conversion rates and discussing creative content's role in driving success.

Finally, we highlight the importance of understanding Share of Voice on Amazon, a crucial metric for both large and small brands. We discuss how tools like Helium 10’s Share of Voice tool can provide valuable insights into brand positioning relative to competitors, helping inform strategic investment decisions. We explore organic versus paid presence and the impact of owning more "real estate" on Amazon's search pages. Our session wraps up with an overview of best practices for utilizing brand metrics and share of voice tools, offering guidance on campaign management, bid strategies, and maximizing profitability. Don't miss this opportunity to refine your Amazon PPC strategies with insights from our engaging conversation with Destaney.

In episode 637 of the Serious Sellers Podcast, Bradley and Destaney discuss:

• 00:00 - Amazon Advertising Strategies for Success
• 02:22 - Timing Discrepancy Between Clicks and Purchases - Dayparting
• 05:54 - Optimizing Bid and Budget Strategies
• 09:16 - Maximizing Amazon Ad Type Expansion
• 12:20 - Comparing Amazon Sponsored Brand Ad Performance
• 13:30 - Amazon Sponsored Products Conversion Analysis
• 18:35 - Optimizing Amazon Ad Types for Conversions
• 26:56 - Optimizing Bid Management Strategy for Campaigns
• 29:52 - Understanding Share of Voice on Amazon
• 31:57 - Optimizing Amazon Advertising Through Keywords
• 35:33 - Importance of Amazon Rank Strategy
• 36:24 - Amazon PPC Best Practices Overview
• 40:17 - Fixed Bids vs Other Bid Types