2. 3 Big Takeaways…
1. Amazon’s 3 Pillars + How You Can Use
Them To Grow Your Business
2. Rapid Growth Tools, Strategies + Tactics To
Launch Or Increase Your Amazon Sales
3. Rapid Growth Tools, Strategies + Tactics To
Increase Your Off-Amazon Sales
#ccs2017 Facebook.com/RolandFrasierPage
6. #ccs2017 Facebook.com/RolandFrasierPage
JEFF BEZOS ON THE FUTURE “I very frequently get the
question: ‘What’s going to change in the next 10 years?’ And
that is a very interesting question; it’s a very common one. I
almost never get the question: ‘What’s not going to change
in the next 10 years?’ And I submit to you that that second
question is actually the more important of the two —
because you can build a business strategy around the things
that are stable in time.”
7. #ccs2017 Facebook.com/RolandFrasierPage
JEFF BEZOS ON THE FUTURE “[I]n our retail business, we
know that customers want low prices, and I know that’s
going to be true 10 years from now. They want fast delivery;
they want vast selection. It’s impossible to imagine a future
10 years from now where a customer comes up and says,
‘Jeff I love Amazon; I just wish the prices were a little
higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little
more slowly.’ Impossible.”
13. Huge Competitors Are STILL Not On Amazon
$30 Million Sporting Goods Company
$230 Million Health Products Company
$15 Million Supplement Company
$17 Million CPG Company
#ccs2017 Facebook.com/RolandFrasierPage
14. More People
Start Their
Search For
Products On
Amazon
Than Search
Engines
Source: Raymond James Research#ccs2017 Facebook.com/RolandFrasierPage
21. #ccs2017 Facebook.com/RolandFrasierPage
Amazon Headline Search Ads
Amazon Sponsored
Product Ads
Amazon Product Display Ads
Need Vendor Account Everyone Need Vendor Account
Manual: Keyword Driven Automatic: Content Driven
Manual: Keyword Driven
Interest Based: You or Comp.
Target Based: Your or Comp.
Top of Funnel Middle of Funnel Bottom of Funnel
Desktop: Top Of SERP Above
Search Results
Desktop: Top, Right, Bottom
Product Detail Page
Product Detail Page, Right or
Bottom SERP, Customer Or
Read All Reviews, Top Listing
Page, Amazon Sent Emails
Mobile: Same, But Not In App Mobile: Bottom of SERP
Product Detail Page
Exact/Phrase Match Exact/Phrase/Broad Match Interest or Target Based
$1/Day or $100 Campaign Min $1/Day Minimum $.02 or $1/Day or $100/Cmpn
Pay Per Click Pay Per Click Pay Per Click
22. Amazon Display Ad To Amazon Landing Page
#ccs2017 Facebook.com/RolandFrasierPageSource: advertising.amazon.com
25. Google KW
Planner
Keyword.io
Merchant
Words
Amazon
Suggested
Search
Helium 10
MASTER AMAZON SPA/AMS KEYWORD LIST
1,000 – 3,000 Keywords Per Product
Use for Your AMS Ads:
1. Create multiple, small, themed keyword groups
2. Create one headline search ad + SPA for each
3. Use targeted keywords in headline, bullets, description
and back-end keywords
Add As Neg
KWs To Auto
SPA Camp.
Exact Match
KWs To Man
SPA Camp
Update With
Search Term
Report Data
Remove High ACoS
Low CTR KWs
#ccs2017 Facebook.com/RolandFrasierPage
Add To Negative
Keywords List
26. #ccs2017 Facebook.com/RolandFrasierPage
Auto SPAs allow you to quantify exposure, optimize your
listing by checking CTR and sale rate by keyword, and find
new keywords.
If you see Amazon customers searching for a product
keyword and it’s getting a lots of impressions, include it in
your title, features, description + back-end keywords.
35. #ccs2017 Facebook.com/RolandFrasierPage
1. Optimize For Conversion + Click-Through NOT ACoS
2. Low CTR or Conversion: Change Price, Listing
Description, Check Reviews, Try New Images
3. SPAs Improve Sales + Organic Listings Over Time
4. Run Auto-SPAs To Determine KWs To Move To Manual
5. Run Manual SPAs With Auto-Identified Keywords
6. Move Auto-ID KWs To Manual + Add To Neg Auto KWs
7. Continue Until There Are No Auto Keywords Left
37. Copy Competitor
Listings Text From
Amazon To Steal
Their Best KWs For
Your Amazon and
Ecom Store Listings
#ccs2017 Facebook.com/RolandFrasierPage Source: Michael Devlin
42. Sell Your
Products On
The Popular
Daily Deals
Section Of
Amazon
#ccs2017 Facebook.com/RolandFrasierPage
43. Click Coupons
To See How
Vendors Can
Promote The
Daily Deals
#ccs2017 Facebook.com/RolandFrasierPage
44. This Is Where
You Can Find
Vendor Powered
Coupons
#ccs2017 Facebook.com/RolandFrasierPage
45. #ccs2017 Facebook.com/RolandFrasierPage
How To Promote With Vendor Powered Coupons…
1. Promote VPCs like any other Amazon product listing. Coupon pages have their own
independent sales rank. New seller or crowded product listings, you may get more product
exposure promoting a coupon for it vs. promoting the listing.
2. Create a bigger discount or coupon than your competition. Like winning the Buy Box. Offer
a slightly better coupon than your competition to maximize your chance of getting showcased
on the Coupons page. Bigger discounts are best.
3. Promote VPCs on third-party deals sites. Search Google for “Submit a deal” and find about
1 million sites to list your deals on. Submit coupons to these sites for free traffic to your
Amazon VPC. Bigger discounts work best.
4. Give VPCs to friends + family. Discount your product down to your total cost. Give this VPC
to friends/family and have them buy through Amazon to boosts sales, sales velocity and
“verified” reviews as they review.
47. 1,500 Long-Tail Keywords @ 12 Searches Per Month
= 18,000 Buyer Searches / Month
If 20% Buy That’s 3,600 Sales Per Month
#ccs2017 Facebook.com/RolandFrasierPage
Remember On Amazon All Searches Are Buyer Searches
Optimize Your Listing To Capture These Sales
Run Paid + SEO Traffic Campaigns To Own These Keywords
48. Google KW
Planner
Keyword.io
Merchant
Words
Amazon
Suggested
Search
Helium 10
MASTER AMAZON A9 KEYWORD LIST
1,000 – 3,000 Keywords Per Product
Use for Your AMS Ads:
1. Create themed keyword groups
2. Create one headline search ad for each
3. Use targeted keywords in headline
Add As Neg
KWs To Auto
SPA Camp.
Exact Match
KWs To Man
SPA Camp
Update With
Search Term
Report Data
52. #ccs2017 Facebook.com/RolandFrasierPage
Use the Search Term Report to Optimize Paid + A9 Campaigns and
your Amazon Listings
Download your STR at least every 60 days, or you lose the data.
Find what people are searching for when your ads are served
Ignore terms with < 4 clicks +/or CTRs < .5 to avoid outliers
Choose KWs with high sales rates per click-through + low ACoS
Adjust + add to your targeted KWs list based on the data
Add to manual campaign to control bids + daily budget to get more
clicks.
Run your best performing KWs through a KW tool to get new KW ideas.
56. #ccs2017 Facebook.com/RolandFrasierPage
Strategy #2: Win The Buy Box…
Make sure you’re eligible – Your product must have the same ASIN as
the listing for which you want the buy box.
Lower your price – Find your competitors’ prices, and offer to sell and
ship it for one cent less. You should rank higher in the Buy Box.
Use Fulfilled By Amazon – You get a special orange Fulfillment By
Amazon icon on your seller listing when you use FBA. You’ll also be
able to compete on Amazon Prime listings.
58. https://startupbros.com/amazon-ranking-hacks/
Strategy #3 – ASIN Piggybacking
Research the manufacturer to see if you can resell the
product
Determine wholesale cost + shipping + $0.01
Is the total < current Buy Box-winning price?
If YES, contact the manufacturer and start selling.
If NO, try to cut a deal with the manufacturer.
59. https://startupbros.com/amazon-ranking-hacks/
Win the Buy Box by making sure your offer is eligible, accurate, and priced a penny lower than
the competition.
Get easy sales by piggybacking on the ASINs of successful products.
Do NOT drive traffic to your product pages using custom URL queries to “trick” Amazon into
ranking your products for high-volume search terms.
Create Vendor Powered Coupons if you’re competing in a tough niche because they’ll have
their own independent Sales Rank.
61. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Partner With
Influencers #ccs2017 Facebook.com/RolandFrasierPage
67. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io
1st influencer: 6 figures first 30 days
2nd influencer: 6 figures first 30 days again
Rev share model. Only make money if Influencers do.
Build funnels/ebooks + run all traffic in-house
4 influencers all @ 7 to 8 figure/year run rates
Traffic: Facebook = 90% + Google Search = 10%
2017 Revenue $8 million
2018 Revenue Est. $22 million
73. online shoe seller
• Advanced Bid Adjustments(Google AdWords) based on remarketing,
time of day, day of week, and geography.
• Uncovered and repaired pixel integrationissue causing double-
counting of revenue
74. • Used Dynamic Remarketing and Product Listing Ads, spreading budget
across 20-30 very similar ad sets, to keep CPA low while allowing rapid
scaling.
• Starting from zero, scaled ad spend and created over $1.0MM in
revenue during the experimental phase alone, and $2.3MM in a year.
High-end Furniture Catalog
75. • Seeking to engage the video-interestedcustomer,Battle Bridge
developed an on-trend video ad in 1:1 aspect ratio “square” format
• Using a single Facebook video ad, ad spend was scaled rapidly as the
video’s aestheticresulted in immediateprofit and an extraordinary
run life of ten months.
10X In 4 Months
Video Camera Ecom Site
77. #ccs2017 Facebook.com/RolandFrasierPage
Upload your product catalog to Facebook Business Manager. Include products +
display information for each product you want to promote (name, price, image).
Add a custom audience pixel to your site. Insert javascript snippets to modify it to
report on customers’ buying behavior through pixel events.
Create a dynamic template. For Facebook to auto-populate with the products and
info.
Set up Display Product Ads in Power Editor. Title your ads, specify keywords to pull
in images and product names from the product catalog. Specify if you want to
advertise all products from your catalog or just certain categories.
80. Test #1: Does Optimizing Product Descriptions Increase Traffic?
Test: Optimize the product description, then make it completely irrelevant
Result: Changing the product
description has little impact on
traffic
Source: Rocketshipagency.com
81. #ccs2017 Facebook.com/RolandFrasierPage
Test #2: Does Optimizing Product Categories Increase Traffic?
Test: Optimize the product category, then make it completely irrelevant
Result: Changing the product
category has no impact on traffic
Source: Rocketshipagency.com
82. #ccs2017 Facebook.com/RolandFrasierPage
Test: Optimize the product title by analyzing the search queries generating traffic for 1
product, then include the top search query resulting in product sales in the product title
Result: Optimizing product
titles based on product spe-
cific search queries created a
10X increase in specific
product traffic + 17% more
traffic to other products.
Source: Rocketshipagency.com
84. #ccs2017 Facebook.com/RolandFrasierPage
GetBunting.com Personalization:
Recommendations tailored to
visitor preferences.
Recently viewed items placed on
each page.
Product recommendations made
at various points on site.
Recommendations installed on
product pages.
Most popular products of the
week shown on homepage. 31% In Revenue | 92% Time-On-Site
Source: GetBunting.com
85. #ccs2017 Facebook.com/RolandFrasierPage
Evergage.com Personalization:
Personalized homepage displays creative
and copy based on the shoe category
shoppers spent most time engaging with
in the current session and over time.
Personalized shopping companion (using
Evergage SmartHistory) to provide
shoppers easy access to products they
were most with.
Individualized recommendations across
help shoppers discover shoes they are
most likely to purchase.
7X In Conversions | 26% CTR
Source: Evergage.com
90. Video Ads Are Delivering Dramatically Lower CPCs + Higher Conversions Even With Lower CTRs
#ccs2017 Facebook.com/RolandFrasierPageThanksto Rob Burns @ VideoTelepathy.com/Ecomm
105. So, What’s The Difference? Multiple TW Orders…
No Continuity Funnel Continuity Funnel
EPC $10.00 EPC $10.00
ICV $20.00 ICV $20.00
LTV $10.00 LTV $71.78+
LTV Is About 7.2X Greater With Continuity In Year 1
And Even Higher In Year 2
#ccs2017 Facebook.com/RolandFrasierPage
118. Source: Lori Taylor Trudog.com
Add Upsells + Downsells: TruDog.com Case Study
287% increase in revenue
250% increase in
subscription onboards
460% increase in returning
customers verses limelight.
#ccs2017 Facebook.com/RolandFrasierPage
125. Use FOMO or
a similar tool
to give visitors
social proof to
boost sales.
#ccs2017 Facebook.com/RolandFrasierPage Source: usefomo.com+ Oliver Waller
Oliver Waller generated a 164X ROI With
FOMO For JJ Virgin’s Ecommerce Site
131. Amazon Prime Paid Loyalty Program:
Members spend 2X Non-Prime Members $1,300 vs. $700
Shop 25X Per Year vs. 14X Per Year
#ccs2017 Facebook.com/RolandFrasierPage
132. 3 Month Test:
#ccs2017 Facebook.com/RolandFrasierPage Source: Smile.io | themacateam.com
$300,000 Reward
Member Revenue
$130,000 Repeat
Purchase Revenue
3,883 New Reward
Members
31% Repeat Purchase
Rate
133. 1 Year Results:
#ccs2017 Facebook.com/RolandFrasierPage Source: Smile.io | themacateam.com
$1M Reward Member
Revenue
51% Redemption Rate
3,835 New Reward
Members
19% Repeat Purchase
Rate
135. Money Back Guarantee
#ccs2017 Facebook.com/RolandFrasierPage
60 Day Satisfaction
Guarantee
Reverse Risk
Against Business
Interests
3X Sales In 1 Year To
$9.1M Revenue
Source: conversion-rate-experts.com
136. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Strong Referral
Program
#ccs2017 Facebook.com/RolandFrasierPage
141. #ccs2017 Facebook.com/RolandFrasierPage
Smartly for Social Media MAROPOST + KLAVIYO for Email
MeetEdgar for Content Marketing Lumen5 for Automated Video Content Creation
Shopify Plus Or Big Commerce MERCHANT WORDS + HELIUM10 For Ecom Keywords
Ezra’s OneStopShop Theme YOTPO Or STAMPED for customer reviews and UGC
CARTHOOK Or BOLD for Upsells FOMO and AMBASSADOR for Social Proof
CONVERSIO for customizing receipts Zappos Insights to train the CS Team
HELLOBAR for special offers Smile.io for Customer Loyalty/Rewards Program
Recharge for recurring billing OLARK for Live Chat
10X Tools From $10MM+ Ecommerce Businesses
Source: Drew Canole, Lori Taylor, Travis Houston + The Native Commerce Team
143. https://comfortableclub.com/blogs/entrepreneur/117188933-how-ive-sold-500k-in-8-months-as-a-one-man-show
How To Match Amazon Prime Ship Times Without Amazon
• Inventory, Planning, and Sales: Stitch Labs
• Ecommerce: Shopify
• Custom development: Codementor and Freelancer
• E-mail flows: Klaviyo - Much much better than any
other platform I’ve tried
• E-mail Pop-ups: Privy
• Sales Taxes: Taxjar - Counts taxes from every sales
channel and creates a beautiful liability report
• Accounting: Quickbooks Online
• Kickstarter Order Organization: Backerkit
• Kickstarter Shipments: Backerkit & Shipstation
• Packaging: Pakible
• Freight: Flexport
144. https://comfortableclub.com/blogs/entrepreneur/117188933-how-ive-sold-500k-in-8-months-as-a-one-man-show
How ComfortableClub.com Matches Amazon Prime Ship Times
1. Order received on sales channel
2. Order pushed to Stitch Labs
3. Invoice pushed to Quickbooks for immediate realization of income
4. Order pushed to respective warehouse with mapped shipping
5. 30 minute grace period for order changes
6. Items picked, packed, and shipped
7. Shipping notice sent back to Stitch Labs with packing list
8. Stitch Labs triggers shipment notification e-mail according to packing list
9. Stitch Labs sends COGS info to Quickbooks to immediately realize
145. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#ccs2017 facebook.com/RolandFrasierPage
Thank You
Slideshare.com/RolandFrasier
#ccs2017 Facebook.com/RolandFrasierPage