amazon 201: building opportunities from non-branded traffic
TRANSCRIPT
BRAND STRATEGY SERIES
Amazon 201: Building Opportunities from Non-Branded Traffic
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Amazon 101 Webinar Recap:
• 3 Types of Ads
• Protecting Your Brand
• Non-Brand Traffic
• Organizing Your Campaign
• Optimization
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Organizing your Campaign Structure
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Some things to consider when organizing your campaign structure:
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• Consider leveraging different top line categories within your inventory
• Leverage data from your brand strategy to focus on high-conversion products
• Use competitor and product terms to acquire non-brand traffic
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• Brand/NB Segmentation – Keep it Separate!• Don’t Forget Naming Conventions (include ‘non-brand’ in campaign
name)• Use Consistent Delimiters• Avoid Dates in Naming
Organizing your Campaign Structure: Important Steps
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For more tips on building your campaign structure, watch the full webinar below:
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Targeting tip:
Segment campaigns based on broadness of keywords
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Reporting Best Practices
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Reporting Tip #1:
Leverage naming structure to pivot data
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Reporting Tip #2:
Pull deep reports and archive often
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Want more reporting tips? Watch the full webinar on-demand!
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