amazon 201: building opportunities from non-branded traffic

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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