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Full Description
Expand Your Brand Online and Offline with Amazon Advertising
Amazon is where consumers search, learn about, and shop for your products (whether from you or another seller). And with 310 million active users and counting, this is the ecommerce platform you can't afford to ignore.
Amazon advertising and customer growth expert Timothy P. Seward shares nearly two decades of expertise in retail and ecommerce to lift the veil on doing business on Amazon. Seward shows you how to build an aggressive, streamlined advertising campaign, increase your search visibility, consistently capture consumer demand, and accelerate new product sales without big-budget national ad campaigns.
You'll learn how to:
Determine if Vendor Central or Seller Central is right for your brand
Capture new customers through Sponsored Product Campaigns
Apply the five essential elements of a high-quality product detail page
Establish metrics, evaluate performance against keyword types, and perform competitive analyses
Add negative keywords that can benefit your advertising campaigns
Apply Amazon's secret formula for long-term winning
Contents
CONTENTS
Foreword: "I Teach Google Advertising" by Perry Marshall
Preface
Chapter 1: Stacking Your Brand's Deck on Amazon
Chapter 2: How to Control Product and Pricing on Amazon
Chapter 3: Getting Started as a Seller on Amazon
Chapter 4: Add Products, Then Optimize Your Amazon Catalog Listings
Chapter 5: Buy Your Way to the Top: How Advertising on Amazon Drives Higher Organic Rankings for Your Brand
Chapter 6: Fleshing Out Your Amazon Business Objectives and Measurements
Chapter 7: Competitive Analysis Time
Chapter 8: Keywords and Keyword Research
Chapter 9: Campaign Structure
Chapter 10: Getting Started with Sponsored Products
Chapter 11: Build "Top of Funnel" Marketing Momentum with Sponsored Brands
Chapter 12: For Vendors Only: Product Display Ads
Chapter 13: Aggregate, Analyze, and Optimize
Chapter 14: Keyword Optimizations
Chapter 15: Account and Campaign-Level Optimizations
Chapter 16: Self-Auditing
Chapter 17: Strategies for Amazon's Prime Day
Chapter 18: Extending Your Reach On and Off Amazon
Chapter 19: Reporting for Executives
Chapter 20: Hiring and Advertising Agency
Chapter 21: Amazon's Secret Formula for Long-Term Winning
Epilogue: Touching the Future of Retail
Glossary
Acknowledgments
About the Author
Index
