Melissa's Articles, Blog Posts, Webinars and More
How to Leverage Amazon for New Customer Acquisition
Developments over the past year have made it easier than ever for advertisers to acquire and report on new customers through Amazon advertising.
Sponsored Display: An Overview of One of Amazon’s Newest Ad Options
In mid-September Amazon launched Sponsored Display, empowering advertisers to retarget shoppers off-Amazon without using the Amazon DSP.
Google Launches an Enhanced Shopping Experience
Google has released its new shopping.google.com experience to signed in users, giving those that navigate directly to the page options to visit different categories, view sale items, explore featured stores, and more.
Topics:
Paid Search
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Why set it and forget it doesn’t work with feeds or campaigns
Create a checklist to regularly test and review search terms, manage errors and analyze custom label usage to make sure you're not losing revenue in your product feeds or campaigns.
Negative Keywords Come to Amazon Sponsored Brands
Amazon advertisers can now prevent Sponsored Brands from showing for unwanted search queries using keyword negatives.
The Amazon Ecosystem - Winning the Buy Box
There’s a key component that underlies success on Amazon and doesn’t necessarily fall into owned media, paid media, and earned media: winning the Buy Box
Topics:
Amazon and eRetail
Amazon had a record-breaking holiday season, here’s how advertisers managed it
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature rollouts should continue to be helpful into the new year.
Amazon Sponsored Products Gets New Targeting Options and a Portfolio Tool
Amazon has launched two new features to search advertisers: new Sponsored Product targeting options and portfolios. Learn more with this article from Merkle.
Merkle Releases Automated Bidding for Amazon Sponsored Brands as the Format Continues to Grow
Today, Merkle unveiled its automated bidding solution for Amazon Sponsored Brands to help advertisers scale their programs efficiently. As of late August, these ads became eligible to serve in several other search results page locations.
Topics:
Amazon and eRetail
How Advertisers Can Traverse and Reap Benefits From This Year’s Prime Day
How did Prime Day get to where it is today? Melissa Reilly contributes her thoughts on Amazon Prime Day to Adweek.
Amazon isn’t Google: Here’s how advertisers should approach it
Selling on Amazon requires a different approach than advertising on Google. Customers behave differently on each platform, the capabilities vary, and selling parameters are not the same.
Preparing Your Amazon Account for the Holidays
Are your accounts ready for holiday? Use our checklist as a comprehensive guide to prepare.
Amazon Opens Up Headline Search Ads to Third-Party Sellers
Earlier this month, Amazon started allowing select third-party sellers to run Headline Search Ads. This added capability expands the Amazon Marketing Services available to third-party sellers, which were formerly restricted to advertising on Amazon only through Sponsored Product Ads.
