- George's Blog
- Posts
- I'm sorry, this one is big
Week 02 - 2023
I apologise for this beast in advance. It's not my typical ~15 bullets. It's a whopping 36 lessons from last week.
I'd advise viewing this as a full news feed here, saving you doing any scrolling for the rest of the week until Monday again.
Listen (25 mins).
Bet you've not heard of Manager Accounts on Amazon. We don't use a paid tool for ad management. We believe Amazon gives us enough to do a great job. This is one of them. Thanks, Mansour.
Amazon release another best seller. Shock. I saw this on YouTube and one "benefit" mentioned was quickly recording if you get pulled over by the police. Australian police are notoriously d*ckheads but this didn't come to mind as a key benefit. Thanks, Todd.
Awful logo. After a year of grief about my company name from the Mrs, I'm delighted to show her this. Thanks, Dave.
Sponsored product broad match update. This is normal in Sponsored Brand ads but not supposed to happen in Sponsored Product ads. It is unclear if something has changed with the algorithm or if it is just a glitch. Thanks, Elizabeth. Thanks, Elizabeth.
A list of the top 10 ChatGPT posts that are recommended to be read. The posts cover topics such as market research, AI techniques, using ChatGPT for writing LinkedIn content, creating a content strategy, generative AI landscape, and Microsoft potentially acquiring a 49% stake worth $10 billion in ChatGPT's owner, OpenAI. Thanks, ChatGPT & AI News.
Do you track competitor search performance? 66% do. 44% do by keyword. 24% do my share of page 1. Important to note this was a set of 50 high revenue brands. Thanks, Mike.
4 underutilised Amazon dashboards. Category Insights under Marketplace Guidance, Store Insights, B2B Central, and Search Query Performance. As per my previous point, Amazon gives us a lot, but most don't use what we're given. Thanks, Todd.
These 7 Amazon reports are all of value, but not used. Repeat purchases? Customer buying behaviour? Search queries? It takes us 4 hours to audit an Amazon ad account because we have so much value to pull from the reports. Thanks, Daniel.
3 reasons premium brands should invest in Amazon. Also got a nice storefront example. Thanks, Evan.
Lego dominate in Q4. With over 2X more sales than the next brand. National Geographic, Shashibo, Magic Mixies, and Temi.com also had a remarkable December. Thanks, Nathan.
Amazon appears to be getting lax with their main images for products that have a sponsored spot. When you click into the image, it appears that the main image is not the one showing up, but a more creative option for sponsored products. Thanks, Brett.
Amazon has added new-to-brand metrics to their Ad Console. Allowing advertisers to better understand and evaluate their marketing efforts by measuring the number of new customers acquired and the cost of doing so. 4 metrics you can see. Thanks, Hannah.
Vendor manager getting tougher? Thanks, Martin.
Put reviews back in your listing. This is a great review. Put in your A+? Thanks, Zach.
Promotions tool update. Thanks, Prem.
Amazon has released a blog post detailing how to create custom monitoring dashboards for SP-API apps in Postman. This can help automate periodic health and performance checks, receive outage notifications promptly, identify API specification response changes, test complex workflows and gain visibility into API performance over time. Thanks, Dustin.
Do you use the Category Insights dashboard? Provides buyer preferences, selection and offer depth metrics for various categories on Amazon. This dashboard can be accessed by going to Growth -> Market Product Guidance -> Category Insights. Thanks, Mansour.
Breakdown of sales for Amazon Sponsored Ads in Q4. Full breakdown of ad type and placements Thanks, Joe.
Do you just target bottom of funnel? A beautiful example of upper funnel in action. Thanks, Adam.
Do you pull the wasted spend figures regularly? A nice example of how wasted spend can get out of hand under poor management. Caveat is in some circumstances 75 clicks and no sales can be deemed ok. Thanks, Mohamedmehdi.
Amazon Marketing Cloud allows for the tracking of customer behavior and the effectiveness of ad campaigns. It can help determine the path customers take to purchase products and the impact of different ad types on sales. The platform also allows for analysis of how different ads interact with each other. Thanks, Destaney.
Elliot insults all Amazon agencies in one go. He argues that even if the agencies are only managing ads, they should still inform their clients of potential issues and weaknesses in their backend search terms in order to improve their overall performance on the platform. Thanks, Elliot.
The Amazon Marketing Stream update allows marketers to optimize their ad performance by determining when customers are most likely to buy throughout the day. This data can be used to time ad investment, be more aggressive when traffic is most likely to lead to conversions, and be more passive during periods of unfavorability. Overall, impression timing matters and using this data gives marketers a competitive advantage. Thanks, Joe.
GPT-4, the next generation of the GPT language model, is set to launch soon and will be significantly more powerful than its predecessor. It has 100 trillion parameters, compared to GPT-3's 175 billion, making it the most advanced technology in the world. Now is the time to start planning an AI-based SaaS or incorporating AI into current solutions as it will be a major opportunity in this century. Thanks, ChatGPT.
Amazon Buy With Prime is a new service that allows Prime members to purchase and shop on a merchant's website like they are browsing a Prime item on Amazon. It combines elements of a D2C website, Fulfillment by Amazon, Amazon Pay/Login, and Prime benefits like free shipping and easy returns. Thanks, Rick.
Advertising overload on page 1. Do you need to use all ad types to be successful now? Thanks, Gabriel.
The main goal of a consumable business on Amazon is to acquire customers who've never heard of your brand before and turn them into repeat customers by focusing on three key metrics. Lifetime value of the product, RealTCOS, and keyword rankings to measure the performance and growth of the brand. Thanks, Elliot.
Bid management, conversion rate, and ACoS/RoAS are key concepts when optimizing performance in Amazon PPC. The relationship between bid and ACoS must be understood, and how conversion rate affects CPC input and ACoS output must also be considered. Low bid equals low volume and low ACoS, while high bid equals high volume and higher ACoS, and the optimal performance is achieved by balancing CVR and bid. Thanks, Destaney.
Amazon's Rule-Based Bidding strategy, a test. The results showed a slight improvement in the ACOS, decreasing from 64% to 59.73% over a two-week period, but did not meet the desired ROAS of 2.2. Thanks, Mansour.
Running SD and SP campaigns at same time has 2X improvement on purchase rate. Build the funnel with AMC. Thanks, Dustin.
Time to focus on one audience type with your content? Thanks, Michael.
New video creative feature in their Sponsored Display campaigns. Offering advertisers the ability to use contextual targeting with creatives such as images and videos, up to 45 seconds in length. The feature is currently available for vendors and registered sellers in various markets worldwide. Thanks, Hannah.
TikTok metrics are great, but do they equal sales? This highlights the potential disconnect between engagement on the platform and actual revenue for creators and businesses. Thanks, Zach.
$150k in one day. Selling yeast. Isaiah is working on a project to identify these types of market trends early and are looking for others who are interested in this data. Thanks, Isaiah.
Brilliant no-text ad by BMW. Eden is often spot on with her copywriting tips. Thanks, Eden.
Is this main image against TOS? Whilst it stands, it's certainly attracting clicks. Thanks, Amy.
Thanks,
George
RESOURCES
Let our team of experts analyse your current ad strategy. Book an audit or message us.
$85 to $117k in 45 days. 2-minute breakdown of what we did.
Daily advertising strategies explained in simple terms. Follow our team.
Make your design work 10 times easier with our top 1000 A+ design portfolio.
It's Always Day One Podcast - listen on Apple.