True Or False?
Amazon does not share any customer data with advertisers and prohibits advertisers from contacting Amazon customers outside of Amazon’s platform. TRUE OR FALSE.
TRUE. This makes it hard to build a relationship with your customers, which Google can use as a selling point. As we can analyze the demos to influence our campaigns for example, and additional information the user may reveal.
(name, phone number, shipping address)
What bidding model(s) can you buy Display Ads with on Amazon?
CPM.
We can pull more levers with Google, such as maximize conversions, CPCs, Target CPA etc. to align with our Display Goals.
Retailers can see a significant boost in sales on Amazon, but are at risk of tighter margins and price undercuts (impacting ROAS over the longer term) TRUE OR FALSE.
TRUE.
The long term ROAS can be negatively impacted due to the inability to build a brand off of Amazon
Can a car dealership advertise on Amazon?
Yes. You can advertise on Amazon whether you sell products online, or not. Keep in mind they can only advertise on Display, Video. Not on Search with Amazon.
(internally they call it Endemic, non Endemic advertising)
Amazon’s ROI metric, ACoS ( Advertising Cost Of Sale), is not equivalent to 1/ ROAS, as it does not account for selling fees. TRUE OR FALSE.
TRUE. Make sure that when comparing ROAS we are always taking into account the selling fees. (10-15% of sales value). Let's never forget to compare Apples to Apples.
What are the names of the two Sponsored Ad Type's advertisers have access to that could appear on an Amazon Search?
Sponsored Brand Ads: ( logo will take you to brand digital front on amazon)
Sponsored Product Ads: ( above the fold, and uses signals for relevance ( similar audiences)
Amazon is limited to bottom funnel strategies made only on the Amazon platform and do not include upper-funnel considerations or offline store visits/transactions
True.
While Amazon captures purchase intent, the journey to purchase usually starts with research about the product or service
What is 1 attribute that qualifies you to get a Buy Box on Amazon?
A Buy Box doesn't come automatically when you advertise with Amazon ( buy now/add to cart). Only one seller can win the auction (whether they advertise or not).
At Google, we have additional signage as well to drive people in the door ( extensions that can replicate (For Example: "Buy Now" Sitelink or promo extension)
Amazon often enters categories (e.g., Amazon Basics in 19 categories) through initial partnerships with brands before introducing their own products with private labels.
TRUE.
Amazon has brands in 19 categories selling their own products. A big risk for sellers on the platform.
Seeing the text "Shipped and sold by Amazon" next to an ad tells you what about their relationship with Google?
This means that the advertiser has a 1st party relationship with Amazon.
Amazon announced increased inventory on Fire TV in early 2019 as they required apps allow the company to sell 30% of inventory
TRUE
Amazon is taking a bigger piece of ad sales on Fire TV, its connected TV devices, by requiring TV networks and digital publishers to hand over 30 percent of their commercial space for it to sell.
What is the financial limitation running a Remarketing Campaign on Amazon present?
Right now, remarketing is only available to people who spend $35K over 2 months, with a signed agreement (DFP Only - not self service). Google can help close that gap with no minimum spend and connect people back over 7 platforms.