As your brand ramps up advertising and sales on Amazon, does your paid search cost increase and conversion rate decrease? Identify the key insights you can implement in your Amazon strategy to allow you to get more from your AdWords campaign and vice versa.

1. Maximize Conversions by Balancing
Your Ecommerce & Amazon Strategy
THE Q4 ECOMMERCE BRAND ACCELERATOR VIRTUAL SUMMIT

2. Summit Details
Tuesday, September 25th
10 - 10:45 AM PT
● CPC Strategy: Maximize Conversions by
Balancing Your Ecommerce and Amazon Strategy
11 - 11:45 AM PT
● Trustpilot: Optimizing the Path to Conversion
Leveraging Social Proof to Increase Sales
12 - 12:45 AM PT
● Nielsen Visual IQ: Crossing the New Digital
Divide: Your Guide to Marketing Effectiveness
Wednesday, September 26th
10 - 10:45 AM PT
● AdEspresso: 6 Ways To Retarget Audiences Using
Facebook Ads To Maximize Revenue During Q4
11 - 11:45 AM PT
● Privy: How Top Ecommerce Merchants Approach
Cart Abandonment

3. ● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics

4. Overview
Founded in 2007
Google Premier Partner
500+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

5. Lewis Brannon
Sr. Retail Search Manager
Today’s Speaker
Michael Ward
Lead Retail Search Manager

6. Today’s Agenda
● Poll
● Ecommerce 101 & Direct-to-Consumer (D2C) Benefits
● Amazon & Ecommerce Channel Comparison
● Cross-Channel Resource Allocation & Merchandising Strategies
● Integrating Insights across Channels to Maximize Performance
● Key Takeaways - Next Steps

7. Ecommerce 101 & D2C Benefits

8. Benefits of a Direct-to-Consumer Approach
● Establish your brand story
to connect with target
● Amazon matches with
premium content
Brand Equity First-Party Data Lifetime Value
● Build email lists
● Strategize repeat purchases
● Find similar customers
● Acquire new customers at a
lower cost
● Foster a direct relationship
with you customers
●Turn revenue acquisition
into customer acquisition
● Mathematical outcome of
customer relationships

9. Why Foster Customer Lifetime Value?
The top 1% of
customers are worth
18 times more than
the average
customer
The Likelihood of a
customer to make a
second purchase is
close to 30%, for a
third purchase it
jumps past 50%
The fastest growing
ecommerce
companies have a
customer lifetime
value 79% higher
than their peers
RJ Metrics 2017

10. Why Foster Customer Lifetime Value?
More than just revenue / profit acquisition, acquire customers
Why focus on CLV?
● Rising cost of customer acquisition
● Increasing competition
● Top 20% of customers generate roughly 70% of your total revenue
How to use CLV?
● Leverage first-party data
● Find similar audiences
● Acquire customers at lower cost

11. Amazon & Ecommerce Channel Comparison

12. Fish Where the Fish Are: Amazon
Why Sell on Amazon?
● 54% of product searches begin on Amazon
Why Sell on Your own site?
● Think long term: D2C Ecommerce Strategy
Jumpshot 2018

13. Channel Comparisons - Acquiring Traffic & Cost of Revenue
Traffic Acquisition
& Cost of Revenue
Amazon Ecommerce
● Amazon generates
● On Amazon
advertisement
● Off Amazon traffic
○ *Attribution
● Amazon fees
● Advertising costs
● Fulfillment
● Paid
● Earned
● Owned
● *Retailer is responsible
● Site Development &
Upkeep
● Advertising Costs
● Fulfillment

14. Channel Comparisons - Branding & Brand Equity
Branding &
Brand Equity
Amazon Ecommerce
● PDP Content
○ EBC & A+
● Amazon Storefront
● Non-Ecomm Site
● DSP (F.K.A. AAP)
● Site - Brand Launchpad &
Content Hub
● Retargeting
● Email
● Social Channels

15. Channel Comparisons - Branding & Brand Equity
Customer Retention
& LTV
Amazon Ecommerce
● DSP (F.K.A. AAP)
● Retargeting to past
purchasers
● Gated data sets
● Search & Display
Retargeting
● Email
● Blog
● 1st Party Data

16. Channel Comparisons - Strong Points
Immediate Sales
Velocity
CLV & Brand
Loyalty

17. Cross Channel Strategies - Resource Allocation

18. Resource Allocation
All about profit

19. Resource Allocation: Maximize Per-Channel Profit
$600K
$0
$200K
$300K
$500K
$800K
$700K
Cost per sale (Efficiency)
$30 $60$0 $120 $180
Revenues
Profits
Where
you are
$90 $150
TotalInvestment(Volume)
Maximum
profitability

20. Resource Allocation
Channel
Characteristics
Amazon Ecommerce
● Demand capture machine
● Product search starts here
● Limited ability to tell
brand story & foster
loyalty
● Must generate own traffic
● Brand launchpad
● Engine of customer
loyalty**

21. ©Copyright AdDiego 2018 | Presented by CPC Strategy
=IF >
+CLV
Resource Allocation

22. Channel Comparisons - Strong Points
Immediate Sales
Velocity
CLV & Brand
Loyalty
* Omni-channel
Optimized
Merchant

23. Cross Channel Strategies - Merchandising

24. Merchandising - Pros of Product Launch on Ecommerce
● Take advantage of social / branding investment
by driving traffic to Ecommerce
● Collect Search / keyword data
● Create exclusivity / FOMO

25. Merchandising - Pros of Product Launch on Amazon
● Conversion rate highest
● Organic halo effect
● Product review generation
● Attribution is important

26. Merchandising Strategies - Web Exclusives
+28% lift in eComm
conversions as a result
of pushing web exclusive
offers via aligned paid
media campaigns
● FOMO
● Reward customers for
engagement
● Encourage advocacy
● Increase LTV
+36% lift in category
sales (YoY)
and +14% lift in CVR as a
result of pushing web
exclusive colorways

27. Integrating Insights to Maximize Performance

28. Integrating Insights to Maximize Performance
Keywords / Search Queries
Product Sales / Velocity / Trends
Scaled Ad Copy Learnings
Impression Share / Auction Insight

29. Keyword/Query
Reports
● Eliminate guesswork
● Mine for opportunities
● Accelerate growth
Sales Velocity
● Strategic bidding
● Merchandising /
Assortment insights
● Budget planning
Auction Insights
● Budget planning
● Added context for CPC
shifts
● Allow for strategic
testing
Integrated Insights - Key Reports

30. Integrated Insights - Omnichannel Reporting Hub

31. Key Takeaways

32. What You Should Do Next
Next Steps as an Amazon-only Seller:
● Secure your Amazon foundation is strong & profitable before launching Ecommerce
Next Steps as a Ecommerce-only Seller:
● Remember your shoppers are on Amazon too
○ Optional Strategy: Selective product release
○ Optional Strategy: Amazon as a liquidation channel with discounts
○ Optional Strategy: Amazon as full price catalog capturing active intent
Next Steps if Selling on Both:
● Integrate cross-channel Insights
● Allocate resources considering channel profitability

33. Channel Comparisons - Strong Points
Immediate Sales
Velocity
CLV & Brand
Loyalty
Omni-channel
Optimized
Merchant

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Schedule Your 1-1
Paid Search &
Ecommerce Evaluation

35. Questions for Today’s Speaker?
Lewis Brannon
Sr. Retail Search Manager
Michael Ward
Lead Retail Search Manager