True Or False?
What's that?
The More You Know
Got Bezos?
100
Canadian campaigns using display, video, and custom ads require a budget of $20,000 or more on Amazon. TRUE or FALSE.
TRUE. Canadian campaigns using display, video, and custom ads require a budget of $20,000 or more.
If they are hesitant about Google in any way, even $50 for example can go a long way considering, you have to "pay to play" with Amazon currently in CA.
* US requires $35K for Amazon. Some information on go/compete is tailored toward LCS, where selling against SMBs information isn't as widely available.
100
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.
This limits usage as well.
100
How does Amazon utilize offline transactions insights/and data?
They don't! Google has the ability to connect more dots, to better serve your customers.
This could be with Local Ads, Not limited to Location/Affiliate Extensions, tracking store visits etc. We have products that connect beyond the shopping cart online more than Amazon.
100
What 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).
- Using Fulfillment By Amazon.
- Seller-Fulfilled Prime.
- Landed Price.
- Shipping Time.
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)
200
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)
200
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)
This will allow you to speak to your advertiser in a familiar language the know, and find the google equivalent ( CPC model) or introduce them to a new bidding strategy thats conversion focused
*Bare min bid spent $1 on
200
What is the main implication of Amazon having private label brands ( amazon basics for example)?
Amazon merchants have to continually lower prices to compete against private labels and their price focused algorithms. (currently 70+ labels)
Google can drive better margins, because you are not competing against Amazon's Private Labels by selling direct on their website.
70% of Shopper rely on Amazon for Price Comparison, and if you are being compared against "Amazon Basics" your being knocked out of the competition by the very platform your paying to be on.
200
What limitations does running a Remarketing Campaign on Amazon present?
Amazon currently has limited Remarketing capabilities. Right now 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.
Amazon is currently running a BETA on select accounts, there is no public statement when released to everyone.
300
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.
300
Seeing this next to an ad tells you what about their relationship with Google?
This means that they have a Vendor 1st party relationship. This will help understand if they are under-cutting profit to work with Amazon. Other things to note:
300
A client of yours you work closely with is a car dealership, should you be concerned if this person advertises 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)
300
What is Amazon really good at doing?
Consumers are increasingly beginning product searches on Amazon (56% of product searches begin on Amazon), potentially rendering Google less relevant for commercial queries. (lower funnel)
COMBAT: Google can cover you if your product search isn't granular yet "Best Dog Toys" , by showing Shopping, Search Results, and even comparison videos on YouTube to be connected with your brand early on. More opportunities in more places.
