George Meressa on LinkedIn: The Power of TikTok Ads for eCommerce Brands A client of ours agreed to… | 13 comments (2024)

Here's another brand we took on at the end of December. They were keen on growth but we could see that there was a big need for better structure and removing areas of their account where there was bleeding. So in January we set ourselves on the following:- Cutting back on the wasted adspend. This was an easy fix.- Introducing our naming convention which allowed us to see what was missing from their campaigns. - Focusing on the keywords that better than average conversion rates to bump up rank. - Shifted more of the ad spend to exact match targeted keywords. - Pushed more ads on competitor ASIN's they converted well for.To our surprise we were still able to see good growth and now we are ready and able to scale parts of their account which will be done incrementally.

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How we combat Amazon DSP Cannibalising Organic sales.We have had a lot of resistance from potential clients on the viability of Amazon DSP. Yes if the data is not delivered properly it can indeed be very misleading. Here are a few ways we ensure Amazon DSP is run efficiently for our clients. 1. We report on what percentage of sales come from organic, PPC and DSP each month so if we do increase our marketing spend with our DSP bottom of funnel advertising we can see if there is total growth or it just cannibalises on organic sales(See screenshot attached). 2. Excluding people who have purchased similar items to your product in the last 30 days. Ensuring we are not targeting people who are not interested in purchasing the type of product you have. 3. For S&S clients, excluding those who have already subscribed to get your products on a regular basis. 4. Ensuring your adverts viewability rate is 70% and up. 5. Keeping an eye on our frequency cap to make sure your adverts are not shown to people who have viewed your adverts more than it takes to make a purchase (this varies from one brand to another). 6. Leveraging AMC to give us a complete picture of what path to a sale a customer made and where Amazon DSP fits in. If you are spending a great deal of money on promoting your products on Amazon, can you afford not to scoop up those who have not purchased but have shown an interest in what you sell? If you don't others will pick up on this lost opportunity and take advantage. We do this with our clients where we target people who have viewed their competitors products and not yet made a purchase. Would love to hear more from the community on this.

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As we stepped back over the last 7 months and scrutinised all of our Amazon PPC strategies. We have come out all guns blazing in 2024. Took this supplement brand on and managed to bring back the spend whilst growing *Profits* and total sales.How did we do it? We asked the following questions:1. What can we bring down?2. What can we bring up?3. Structure4. PacvueWhat can we bring down- Where is there significant bleed we need to eliminate immediately was the first place we went. Removing all of the bad performing targeting options that were enabled. What can we bring up- Increase exposure of all areas of the account that has performed well and giving them more exposure.Structure- Rename all of the campaigns so it is easier to sort through campaigns (you can never underestimate this part.- Remove duplicate campaigns which is easy to find once you have a cohesive naming structure.- Find the gaps by figuring out what is missing. Pacvue- Anyone spending more than $10k a month who is not using a tool has fallen behind. You have to take advantage of these incredible tools that help automate the day to day so you/your team have time to focus on the big picture.

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Using Category Targeting to maximise sales through Amazon. Recently we discovered in one of the accounts we are managing that the conversion rates on the competitor ASIN's we were targeting started getting very high conversion rates. We wanted to maximise on this and decided to create category targeted campaigns that have seen great results so far in Q4. This video will show you the steps we have taken to get these campaigns working. Would love to hear peoples thoughts on this.

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As Morgan Gillam has mentioned, achieving a high ROAS with Amazon DSP may not indicate success, as it could simply redistribute existing demand, affecting organic sales. It's essential to assess whether advertising efforts are actually attracting new customers or just reshaping existing sales. - Balance your advertising strategy, incorporating diverse methods and A/B testing to understand the real impact. - Focus on increasing new customer acquisition and maintaining a healthy mix of organic and paid sales. This can be done by creating audiences of people who have already viewed your products and excluding them. - Take advantage of Amazon Marketing Cloud to get a complete picture of where Amazon DSP fits in to the buying cycle.True success lies in driving incremental sales growth while nurturing organic reach for sustainable brand development.

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Thanks Brandon Young for bringing this to my attention yesterday on your LinkedIn post. We are finally able to view "Add to Cart" through campaign manager.Add to Cart data gives you great better into how people are interacting through your products.This enables us to see which products are being added to carts most often,which products are most likely to be abandoned,and which products are most likely to be purchased. As Amazon now allows us to create brand tailored promotions, those who have abandoned the cart can be targeted with a promotion to follow through and make a purchase. I would love to hear more from others in the industry on how they will make use of this new reporting feature.#amazonppc #amazonads #addtocart

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Using Product Opportunity Explorer for initial keyword research. Embarking on a new product launch on Amazon? The Product Opportunity Explorer is a great tool for initial keyword research, especially if you're navigating without the Search Query Performance report.🚀 Why the Product Opportunity Explorer Stands Out:- Traffic Demand Analysis: Offers a comprehensive view of traffic demand trends over the past year.- Demand Fluctuation Insights: Provides an understanding of how demand has changed in recent months (3-6 months).- Sales Volume Data: Reveals the number of units sold in the last year, offering a clear picture of market size.- Competitive Landscape: Highlights the number of competitors dominating the click share, giving you a sense of the competition.The insights section does a great job of providing giving you more information on the following:- Ease of Entry: Measures the influx of competitors in your niche and their success rates, helping you gauge market saturation.- Brand Dominance: Assesses how much of the click share is captured by the top 5 brands or products on Amazon, indicating market concentration.- Seller Level Analysis: Understands the caliber of sellers you'll be competing against, allowing for tailored strategies.I would love to know how others have used this incredible feature by Amazon.

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