How Amazon Advertising has matured — Destaney Wishon // BetterAMS

Destaney Wishon, CEO at BetterAMS, explores what's going on with Amazon's ad business. Amazon has outgrown its eCommerce origins to become a major player in the digital advertising space. Ultimately, people only visit Amazon.com to search for or purchase a product, and many of the world’s largest brands have started to see the benefits of being able to serve an ad directly to someone who is 100% looking to purchase. Today, Destaney discusses how Amazon advertising has matured.
About the speaker

Destaney Wishon

BetterAMS

- BetterAMS

Destaney is the CEO at BetterAMS

Free eCommerce Audit

Show Notes

  • 01:55
    How Destaney became an Amazon specialist
    Despite being from Bentonville, Arkansas, the home of Walmart, Destaney landed an internship at an agency that focused on helping businesses sell on Amazon. Within six months, the agency signed a large brand, and Destaney was given a $10 million budget to manage.
  • 03:06
    The growth of Amazon advertising
    Over the last six years, customer loyalty towards Amazon has grown exponentially, making Amazon search a powerful tool for advertising. Brands have realized the importance of being able to serve ads directly to customers who are actively looking to make purchases.
  • 04:20
    Maximizing Amazon advertising
    Amazon's transition into a general advertising platform has led to a slight decline in customer experience, due to the focus on Amazon DSP. To mitigate this, its recommended to leverage Amazon's non-endemic advertising assets and demand-side network.
  • 05:23
    Leveraging Amazons non endemic advertising assets
    Non-endemic advertising on Amazon allows anyone, regardless of whether they sell on the platform, to access their premium inventory and shopper insights to target specific customers. These ads are non-endemic DSP ads that appear on the left-hand side of Amazon's pages.
  • 06:36
    The conversion rates of non endemic DSP ads
    Non-endemic DSP ads on Amazon are very top-of-the-funnel and a lot more disruptive compared to traditional remarketing ads. However, they are best suited for awareness campaigns rather than conversion metrics.
  • 07:26
    The latest features and tools for marketers within Amazon advertising
    These include image assets and an expansion in video advertising in terms of the ability to run video ads within search results and Prime TV. Marketers can also utilize connected TV to be more direct in their advertising and overlay audience targeting for a more granular approach.
  • 09:10
    Comparing Amazon advertising to other advertising platforms
    Amazon's advantage over other platforms like Google is its strong purchase intent of customers, allowing marketers to serve ads directly to the bottom of the funnel. This feature, along with the data and analytics provided, makes it easier to target customers looking for specific products.
  • 10:39
    Things to know when getting started with Amazon advertising
    Conversion rate optimization is crucial when getting started with Amazon Advertising. Due to the increasing competition, marketers cannot simply throw traffic at any product and expect results, but instead must ensure they are driving traffic to a landing page that will convert.
  • 11:25
    Comparing Amazon's conversion tracking with other advertising vendors
    Amazon's conversion tracking on the search side is directs, which can be obtained at the keyword level. However, the DSP side for programmatic advertising has more variance and can range from 5% to 40% depending on the strategy used.
  • 12:19
    The power of direct targeting with Amazon advertising
    Amazon's advertising allows for direct and simple product-level targeting, with access to data on the exact product and keyword levels. Advertisers can even target competitors' product detail pages and showcase their own strong conversion rates to convince potential customers to buy their products.

Quotes

  • "In the last six years, especially in the areas that are dominated by Walmart, we've seen the loyalty grow exponentially on Amazon." -Destaney Wishon, CEO, BetterAMS

  • "No one goes to Amazon and types in a product to watch a video…Many of the worlds largest brands have started to see the power of being able to serve an ad directly to someone who is 100% looking to buy." -Destaney Wishon, CEO, BetterAMS

  • "If you've ever been scrolling Amazon, and you see a tiny ad on the left-hand side thats an insurance company, GEICO, or the government, that's a DSP ad that's non-endemic." -Destaney Wishon, CEO, BetterAMS

  • "Creative is a huge focus on Amazon's end. They're really shifting to prioritizing brand builders, rather than people who are just launching products back to back to back." -Destaney Wishon, CEO, BetterAMS

  • "Around 70% of homeowners have connected TV. Rather than a traditional national media campaign, we can actually utilize connected TV to be a lot more direct." -Destaney Wishon, CEO, BetterAMS

  • "Google has done a fantastic job in terms of data and analytics. But, when I'm comparing customer path to purchase, Amazon purchase intent is insane." -Destaney Wishon, CEO, BetterAMS

  • "Four years ago, we could throw traffic at any product and hope it does. Today, competition in ad tech is fierce, making it crucial to drive traffic to landing pages that will convert." -Destaney Wishon, CEO, BetterAMS

  • "When you start getting more into programmatic, there's so much variance and capability that your conversion rates going to go anywhere from 5% to 40%, depending on the type of strategy you're running." -Destaney Wishon, CEO, BetterAMS

About the speaker

Destaney Wishon

BetterAMS

- BetterAMS

Destaney is the CEO at BetterAMS

Free eCommerce Audit
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