Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages. In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.

1. Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT

2. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023

3. An Amazon
Sellers Guide to
Operational
Success
Driving Traffic from External Sources

4. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
tomorrow
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5. WE’VE MASTERED THE
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Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
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Award-winning
culture*
$3B
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6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
PHIL STOLT
SVP, Retail Operations
COLLEEN
QUATTLEBAUM
Director of Marketing
WILLIAM GASNER
Co-Founder & CMO
TYLER GREGG
VP Strategic Initiatives

8. FBA inventory management Amazon reviews and feedback

9. Stack Influence

10. Google Ads to
Amazon with Full
Attribution
Advertise your products where your
customers are searching for them.

11. Agenda
● Pillars to Success
● Pushing Google Traffic to Amazon
● Micro-Influencers for Amazon growth
● Reviews and Feedback
● Key Takeaways
● Q&A
11

12. Of these tools, which have you used
most to improve your success on
amazon?
● Pushing Google Traffic to Amazon
● Utilizing influencer marketing to increase
traffic
● Automating and increasing my reviews
● Something else - tell us in the chat!
POLL

13. Pillars to Amazon Success
13
Building a Strong Foundation

14. Pillars to Amazon Success
14
Advertising
& Marketing
Content &
Creative
Technology
Commerce Strategy Operations
End-to-end channel management

15. Best Practices For Managing Your
Amazon Catalog
● Focus on advertising and PPC before the foundation
has been built
● Brand oriented content vs Amazon optimized content
● Budget not allocated to improving content on Amazon
Catalog management is foundational - we
think of it as the X’s and O’s before higher level
strategy can even begin!
Common Issues We See with Amazon Catalogs

16. 16
Best Practices For Managing Your Amazon Catalog
Number of Images
Fill all the Space
White Background
Include Copy Enhanced &
Lifestyle Images
Include Zoom in Images
& Charts (comparison,
sizing)
Title
Number of Characters
150 characters or longer Conduct Keyword Research Include Brand Name
Bullet Points
Keyword Indexed
At least 5 bullet points Conduct Keyword Research
Include Core
Differentiators
ABC/A+
Below the Fold
Include Comparison Charts Ensure You Have Unique Info
Highlight Brand
Assortment
Reviews
Q&A + Comments
Aim for 4.3 Star or Above
Demonstrate Social Proof: At
least 30 Reviews
Monitor & Respond to
Comments
1
2
3
4
5

17. Why Pushing Google
Traffic to Amazon is
Important
17
Building a Strong Foundation

18. Why you should be leveraging Google Ads to
Amazon
Increase Revenue
Google’s 9 billion daily searches
drive new customers to your
product listings. 30% of Amazon
sales come from Google
Non-Amazon search accelerates your business by activating a net new marketing channel to attract customers to your
Amazon listings.
Beat Competition
Google search is a heavily
underutilized marketing channel
that many sellers haven’t
leveraged
Increase Profit
Amazon’s Brand Referral Bonus
gives sellers the opportunity to
reclaim revenue automatically
Improve Rank
External traffic increases
Amazon search rankings and
boosts total traffic beyond just
your paid ads

19. 19
1. Effectively send Google traffic from your own managed Google Ads campaigns not related to Amazon keywords, directly to
your DTC website.
Brands can use Google Ads for a DTC strategy:
2. Effectively send Google traffic from your Ampd Google Ads campaigns, with 'Amazon' buying intent, directly to your
Amazon product listings and storefront pages.
AND use Google Ads to Amazon as a strategy:
00
Marketplace
Search
CUSTOMERS
Omnichannel marketing with Google to Amazon

20. Run campaigns to Amazon through a 2nd Google account
● Own the first two spots on
Google
● Push competitors off of SERP
● Replace or push down
Amazon’s placement that go to
Search Result page
● Higher conversion rates on
Amazon for non branded
keywords
*Ads shown throughout this deck are used purely as an example.

21. Amazon customers
● Some customers want to buy
your products on Amazon, so
send them to Amazon
● Replace Amazon’s generic
results that go to Search
Result pages
● Control brand voice
● Control post Click Experience
This customer asked Google to go to Amazon, but this
Brand put their D2C ad leading to a poor buying
experience, higher CPCs, higher bounce rates.
*Ads shown throughout this deck are used purely as an example.

22. Expertise and technology is needed to drive
effectiveness
Scaled Attribution
Tracks all ASIN variations to
track all post click sales on
Amazon
Keyword Conversion
Highlights which keywords are
converting to double down on
the correct areas, based on data
BRB Automation
Applies attribution to your
Google Ads campaign and earn
money with 1-click
Advanced Analytics
Drives performance and
perfectly marries Google and
Amazon data together.

23. Keyword-level control is crucial to driving
performance

24. Google Ads to Amazon - case study
*Ads shown throughout this deck are used purely as an example.
The Backstory
A fitness Brand was sending Google traffic to their D2C website. They decided to test Ampd’s
Google to Amazon technology so see the impact on revenue and ranking on Amazon.
The Results
The brand quickly experienced an increase in conversions, conversion rates, and revenue as
well as a large lift in organic sales and ranking.

25. Case study: the data
*Ads shown throughout this deck are used purely as an example.
Keyword CPCs to D2C: $4.76.
Same keywords CPCs to Amazon: $0.81
Click Through Rate (CTR) to D2C: 1.84%
Click Through Rate (CTR) to Amazon: 36.86%
Search Impression Share (absolute top) to D2C: 57.20%
Search Impression Share (absolute top) to Amazon: 92.40%
The cheaper CPCs led to this brand being able to:
- Target more related keywords
- Expand its overall reach on Google
- Drive significantly more revenue, without spending more

26. How Micro-Influencers
can take your Amazon
Growth to the Next Level
26
Driving external traffic and strengthening brands

27. Why Influencer Marketing?
Influencer marketing is one of the best ways to push organic external traffic to your Amazon
listings, increase awareness, build UGC assets, and generate long-term promotional partners.

28. Benefits Of Micro-Influencers
Micro-Influencers or social media users with less than 25K followers are more trusting, produce
higher engagement / ROI, are cheaper, and are a less interruptive form of advertising.

29. Importance Of External Traffic
Driving external traffic is more important than ever to compete on the Amazon marketplace and stay
ahead. Influencer collaboration sales are one of the most powerful forms of external traffic.

30. Building Your Amazon Brand
Influencer campaigns are one of the best ways to build your brand, generating UGC that can be used
to increase ROAs, growing your Amazon Posts, and getting featured in the new Inspire App.

31. Long-Term Influencer Relationships
Creating long-term relationships with influencers provides the best ROI by leveraging affiliate
programs, developing brand ambassadors incentives, and doing cross-promotion collaborations.

32. How To Run Micro-Influencer Campaigns
The challenge with Micro-Influencer promotions is you need scale to be effective. There are pros /
cons to running campaigns in-house, with an agency partner, or utilizing an influencer platform.

33. Launching And Scaling Your Products
Influencer campaigns are a great strategy for new product launches to drive external traffic during the
honeymoon period and for existing listings to incrementally boost sales and scale up MoM revenue.
Honeymoon Product Launch Campaign 6 Month Always On Campaign
7X growth from 400 to 3,000 monthly sales
0 to 200 MoM sales in 2 months

34. Increasing Reviews &
Feedback
34

36. Product Review Strategies
● Stay compliant with Amazon’s communication
and review policies
● Enroll in Amazon Vine
● Utilize product inserts
● Request reviews on every relevant order
● Exclude at-risk orders: refunds, late shipments,
defective SKUs
● Timing of review requests is key: By product
category, SKU, seasonal items, holiday/gift
giving time, etc.
● Automate your review request strategy

37. What is the BEST Way
to Request Reviews?
Buyer Seller Messaging vs. the Request a Review button in Seller Central
In a random sample of over 1200 FeedbackFive
users, average daily reviews increased 41%
within 10 days of automating the Amazon
Review a Review button.

38. A/B Test Your Review Requests
Compare results to see what works best
● Choose what to test
○ subject line
○ message content
○ timing
○ Buyer-Seller Messaging vs. Amazon Request a Review
● Set up the test
○ orders ending in odd numbers get version a
○ orders ending in even numbers get version b
○ FeedbackFive makes it easy!
● Measure performance
○ Give it ~30 days or until you have conclusive results
● Switch to the winning campaign

39. Key Takeaways
1. Driving customers off Google onto
Amazon is a net new way to attract
customers to your listings or brand
page.
2. Automate your review and feedback
loop to improve response rate and
heighten visibility.
3. Influencer marketing is one of the most
effective ways to push organic external
traffic to your Amazon listings and brand
store.

40. Schedule Your
Consultation
with an Amazon
Expert

41. Q&A
COLLEEN QUATTLEBAUM
Director of Marketing
PHIL STOLT
SVP, Retail Operations
WILLIAM GASNER
Co-Founder & CMO
TYLER GREGG
VP Strategic Initiatives

42. 42
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