Explorez tous les épisodes du podcast The Ad Project

Summary

In this episode, Joe Shelerud interviews Corey Brown from buffaBRAND Marketing about AI image generation and its potential impact on advertising. They discuss the various tools available, the importance of having a strong creative foundation, and the challenges of using AI to generate realistic and effective images. They also explore the future of AI image generation and how it could change the industry.

Overall, the conversation emphasizes the need for a balanced approach to AI, leveraging its capabilities while maintaining human creativity and authenticity.

Takeaways

• AI image generation is a rapidly evolving space that intersects with e-commerce and advertising.
• There are various tools available for AI image generation, but it's important to be skeptical and use them in conjunction with a strong creative foundation.
• AI-generated images can be useful for certain types of creatives, such as lifestyle composite shots, but they may not always meet the desired level of authenticity.
• In the future, AI image generation could enable hyper-customization of creatives for different audience segments, but there may also be concerns about privacy and over-customization.
• To start using AI image generation, it's important to have a baseline knowledge, work with people who understand AI, and provide detailed prompts and information.

Summary

In this episode, Joe Shelerud interviews Dan Brownsher from Channel Key. They discuss the current state of the e-commerce space, the challenges and opportunities for brands on platforms like Amazon, and the key factors that contribute to a brand's success. They emphasize the importance of high-quality products, brand building, and maximizing total lifetime value. They also highlight the need for brands to utilize upper funnel activities and measure them correctly.

Takeaways

• The e-commerce space is still relatively early in its growth, and there are opportunities for brands to succeed.
• High-quality products, brand building, and targeting the right audience are key factors for a brand's success on platforms like Amazon.
• Maximizing total lifetime value by driving repeat purchases or cross-selling is crucial for sustaining growth.
• Brands should consider utilizing upper funnel activities, such as streaming TV and video, to create brand awareness.
• Measuring the full funnel and understanding the contribution of each stage is important for effective advertising strategies.

Connect with Dan: https://www.linkedin.com/in/dan-brownsher/

Summary

In this episode, Keith from Made In discusses his journey in the e-commerce space and the strategies he implemented to scale the new-to-brand customer on Amazon. He shares insights on testing incrementality, maximizing lower funnel opportunities, expanding search terms, and utilizing Amazon Marketing Cloud. Keith also compares the Walmart Marketplace to Amazon and talks about the potential for international expansion. The episode concludes with a discussion on upper funnel opportunities and where listeners can find more information about Made In.

Takeaways

• Testing incrementality on Amazon can provide valuable insights into the effectiveness of advertising strategies.
• Maximizing lower funnel opportunities, such as search terms, can lead to incremental sales and higher ROAS.
• Carefully expanding search terms and targeting specific customer segments can help optimize advertising campaigns.
• Utilizing Amazon Marketing Cloud can provide valuable data on customer behavior and attribution.
• The Walmart Marketplace is making strides in its ad platform and has the potential to catch up to Amazon's capabilities.
• Expanding internationally can tap into new markets and increase brand reach.
• Exploring upper funnel opportunities, such as video ads and prime streaming, can further enhance advertising strategies.

Summary

In this episode, Abe from XP Strategy joins the Ad Project Podcast to discuss his experience participating in an AI hackathon at the Prosper Show. The hackathon involved creating a new product and all the necessary assets within a tight timeframe using AI tools. Abe shares the challenges and successes of the hackathon, including using ChatGPT for image generation and product packaging. He emphasizes that AI is a tool that can enhance experts and provide a starting point for those who need it. The conversation also explores the future possibilities of AI in advertising and the importance of creativity in utilizing AI effectively.

Takeaways

• AI can be a powerful tool for creating new products and generating assets within a tight timeframe.
• ChatGPT and other AI tools can provide a starting point for ideation and branding.
• AI is most effective when used by experts in the field who can leverage the tool to enhance their work.
• While AI can automate certain tasks, it is not a replacement for human expertise and creativity.

Connect with Abe: https://www.linkedin.com/in/abechomali/

Summary

We are live from Prosper Show! In this episode, Joe is joined by Jérôme de Guigné to discuss the process of expanding internationally, specifically to the European market. They cover topics such as general benchmarks for international expansion, competition and cost per click, localization and AI tools, product packaging and customization, and the importance of VAT and compliance. They also provide a step-by-step guide for selling in Europe and share where to find more information.

Takeaways

• Expanding internationally can be a huge opportunity for sellers, but it also comes with challenges and costs.
• When expanding to Europe, it's important to consider factors such as competition, cost per click, and market potential.
• Localization is crucial for success in different markets, and a hybrid approach using both translators and AI tools can be effective.
• Compliance with VAT regulations is essential, and working with a reliable partner can help navigate the complexities.
• Proper product packaging and customization are important for meeting regulatory requirements and customer expectations.
• A step-by-step guide for selling in Europe includes obtaining a VAT number, opening a seller account, and ensuring compliance with regulations.

Summary

In this episode, the Joe & Matt discuss the differences between Sponsored Display and DSP on Amazon. They explain when to consider using each platform and the various audience targeting options available. They also compare the pricing models and creative options in both platforms. The hosts highlight the advantages of using Amazon's DSP, such as the ability to use custom creatives and access to Amazon Marketing Cloud for advanced data insights. They conclude by emphasizing the importance of choosing the right platform based on your advertising goals and budget.

Takeaways

• Sponsored Display is a self-serve platform that is easy to use and is a good starting point for testing different advertising options.
• DSP offers more control and complexity, allowing for more advanced audience targeting and the use of custom creatives.
• Amazon Marketing Cloud provides valuable data insights for measuring ad performance and optimizing campaigns.
• Consider your advertising goals and budget when choosing between Sponsored Display and DSP.
• Utilize the different targeting options and creative features to reach your desired audience and maximize ad performance.

Summary

Anders Hjorth, an expert in retail media, discusses his journey into the Amazon and retail media space and the rise of Amazon ads. He defines retail media as advertising in commerce and highlights the differences between retail media in Europe and North America. Anders also explores the challenges of allocating budget and achieving consistency in data and reporting. He shares his excitement about the future of retail media, including the integration of video and CCTV and the ability to tell transmedia stories.

Connect with Anders on LinkedIn for more insights into retail media: https://www.linkedin.com/in/ahjorth/

Takeaways

• Retail media is the integration of advertising and commerce.
• The rise of Amazon ads has transformed the digital marketing landscape.
• Retail media in Europe differs from North America due to market size and language barriers.
• Allocating budget and achieving consistency in data and reporting are major challenges in retail media.
• Exciting developments in retail media include the integration of video and CCTV and the ability to tell transmedia stories.

Summary

In this episode, host Joe Shelerud interviews Dom from Sproutbrite, an Amazon seller with a unique background in music and entrepreneurship. Dom shares his journey from a successful music career to starting his own business on Amazon. He discusses the challenges he faced, including financial setbacks and copycat competitors. Dom also emphasizes the importance of passion, authenticity, and creating value in the products and content he offers.

Takeaways

• Passion and authenticity are key in building a successful brand.
• Creating value and resonating with customers is more important than simply selling products.
• Challenges and setbacks are part of the entrepreneurial journey, but perseverance and a growth mindset are crucial.
• Building a brand requires continuous learning, adapting to market changes, and finding ways to stand out from competitors.

Summary

In this episode, Joe and Sean discuss the power of first-party data in Amazon advertising. They explore the challenges and opportunities of using Amazon's DSP to target audiences off the platform. They highlight the importance of audience segmentation and tracking, as well as the benefits of using hash lists to build lookalike audiences. They also discuss the complexities of conversion attribution and the need for careful measurement. Overall, they emphasize the value of utilizing Amazon's first-party data and the potential for driving new-to-brand customers to non-Amazon websites. In this podcast episode, Sean discusses key learnings and insights from his work at Add Advance.

Takeaways

• Amazon's first-party data is a powerful tool for targeting audiences off the platform.
• Segmenting audiences and tracking conversions can be challenging but is crucial for effective advertising.
• Using hash lists and building lookalike audiences can help reach new-to-brand customers.
• Conversion attribution across different platforms requires careful measurement and de-duplication.
• Lead time is necessary for setting up tags and building audiences. Continuous learning and exploration are essential in the field of advertising.
• Stay updated with industry trends and best practices.
• Subscribe to Add Advance's mailing list and follow their content for valuable insights.

Summary

In this episode, Joe Shelerud and Melissa Barnstorf discuss Walmart advertising and the differences between Walmart and Amazon ads. They provide tips for getting started with Walmart advertising, including leveraging top-performing keywords from Amazon. They also share a case study of a brand successfully launching on Walmart. The episode concludes with an update on brand term targeting on Walmart and the early days of Walmart advertising.

Takeaways

• Walmart advertising has similarities to Amazon advertising, but there are also key differences in terminology and platform structure.
• When getting started with Walmart advertising, it can be helpful to leverage top-performing keywords from Amazon and set up manual campaigns.
• Bids on Walmart are generally lower than on Amazon, but it's important to monitor performance and adjust bids accordingly.
• Brand term targeting is now available on Walmart, allowing advertisers to target competitor keywords.
• The early days of Walmart advertising present an opportunity for brands to establish themselves on the platform.

In this episode, Joe Shelerud is joined by Jack Lindberg from The Mars Agency to explore the intricacies of Amazon Marketing Cloud (AMC) and data clean rooms. They discuss the technical and analogical aspects of data clean rooms, highlighting their significance in maintaining privacy while sharing valuable data.

The conversation delves into use cases, including ASIN purchase overlap reports and insights into customer behavior after viewing ads.

Key Points:

• Understanding the concept of data clean rooms and their role in protecting privacy.
• AMC as a unique clean room where Amazon serves as both the host and data provider.
• Use cases of AMC, such as ASIN purchase overlap reports and insights into branded keywords.
• Challenges and opportunities in the evolving landscape of digital advertising, especially with the deprecation of cookies.
• Eligibility requirements for using AMC and the importance of SQL proficiency.
• Strategic and tactical actions advertisers can take based on AMC insights.
• Leveraging AMC audiences for enhanced targeting in Amazon DSP.

Guest:

Jack Lindberg - Director of Analytics at The Mars Agency

Joe Shelerud - CEO of Ad Advance and Host of the Ad Project Podcast

Join Matt and Joe in this insightful episode as they dissect the top trends, providing marketers and advertisers with a concise overview of the pivotal shifts defining digital advertising in 2024.

Key Highlights:

Retail Media Growth:

• Prediction of a surge in the importance of retail media within the advertising space.
• Examples of major players like Amazon, Walmart, and Target utilizing first-party data for precision advertising.

Streaming's Growth in 2024:

• Anticipation of significant growth in streaming and its consequential impact on the advertising landscape.
• Insights into the engagement potential of streaming compared to traditional linear TV.

AI Integration in Ad Exchanges:

• Speculation on the integration of advanced language models like ChatGPT in third-party data providers to ad exchanges.
• Discussion on the potential transformative impact on audience targeting and campaign personalization.

Listen to the full episode to stay ahead of the curve in this ever-changing landscape.

In this episode of The Ad Project podcast, Joe Shelerud and Maarja Hewitt explore distinctive trends observed during the recent holiday season, comparing them to previous years. A significant focus is placed on the extension of holiday deals, as major retailers like Walmart and Amazon initiated Black Friday promotions as early as November. This departure from the conventional concentrated shopping period posed challenges for both consumers and advertisers.

Key Discussions:

Extended Holiday Deals: Joe and Maarja emphasize the shift towards a more prolonged holiday shopping season, highlighting major retailers extending Black Friday deals throughout November. The elongation of promotional periods introduces uncertainty for consumers, impacting their decision-making on the optimal time for purchases and challenging traditional peak shopping days.

Advertising Strategies and Consumer Behavior: The episode underscores the significance of adapting advertising strategies to align with evolving consumer behaviors. Joe and Maarja discuss the impact of early deals on the effectiveness of traditional peak shopping days like Black Friday and Cyber Monday. Additionally, they stress the need for advertisers to stay informed about seasonal trends, enabling them to proactively adjust bidding strategies and campaigns.

This episode emphasizes the importance of staying attuned to these evolving trends to optimize advertising strategies for future holiday seasons.

Dive into the practical side of advertising metrics with Joe and Matt as they debunk the TACOS myth on The Ad Project. They cut through the noise to explore the limitations of TACOS and introduce a spread of alternative metrics—including Nachos, Chili, Guacamole, Tortas, Tortilla, Fajita, and Queso—each contributing a distinct perspective on advertising effectiveness.

Join Joe and Matt as they dissect these alternative metrics, breaking down their impact from the crispiness of Nachos to the heat of Fajita. This episode serves as a concise crash course in the everyday challenges of advertising analytics, offering practical insights to navigate the complex world of metrics.

Summary

In this episode, Joe Shelerud interviews Dave Katz from Amazon Ads. Dave is a marketing technology strategist at Amazon Ads. He guides developers, product teams, and data practitioners to build scalable and effective technology. He has over 15 years of experience in the advertising technology industry working on both the buy and sell sides. As a former marketing analyst, Dave led the adoption of full-funnel attribution analytics for multiple large consumer and business brands.

Key discussions in this episode include the evolution of the digital advertising space, the impact of privacy changes on advertising, and the shift towards first-party data and retail media. They also explore unique ad placements on Amazon-owned properties and the power of Amazon Marketing Cloud. The conversation highlights the focus on customization and democratization of technology, as well as the continuous improvement and customer focus at Amazon Ads.

Takeaways

• The digital advertising space has evolved from ad networks to real-time bidding and demand-side platforms, with a focus on performance metrics and optimization.
• Privacy changes, such as the removal of cookies, require advertisers to find alternative ways to measure and optimize their campaigns.
• First-party data and retail media are becoming increasingly important in the digital advertising landscape, allowing advertisers to target relevant audiences and measure the impact of their advertising.
• Amazon offers unique ad placements on its owned properties, such as streaming services and Twitch, providing advertisers with access to a diverse and engaged audience.
• Amazon Marketing Cloud is a powerful tool that allows advertisers to analyze and measure the impact of their advertising across Amazon's platforms.
• The focus at Amazon Ads is on customization and democratization of technology, allowing advertisers to build unique capabilities and optimize their campaigns.
• Continuous improvement and a customer-centric approach are key principles at Amazon Ads, with a focus on gathering feedback and iterating on products and features.

This week we welcome Michael Swenson from RocketBike to the podcast! The focus of the discussion is on the importance of creatives and product detail pages in driving conversions on Amazon.

Key Takeaways:

• Elevator Pitch with Second Images: Michael introduces a game-changing strategy—using the second image as a powerful "elevator pitch" to boost conversions and captivate consumers quickly.
• Visual Prominence in Main Images: Explore the critical impact of main images on click-through rates and advertising performance, emphasizing the need for world-class visual representation.
• Sentiment Analysis for Enhanced Content: Discover the untapped potential of sentiment analysis in customer reviews and how it can reshape content strategy, reducing negative reviews and enhancing brand reputation.

This episode is a blend of data and creativity that can elevate your products in the competitive world of retail media.

In this episode of The Ad Project, co-founders of Ad Advance Joe Shelerud and Matt Wiklund discuss the upcoming Black Friday and Cyber Monday sales, highlighting the evolving trend of extended deal days beyond the traditional shopping holidays. They speculate on how this shift might impact consumer behavior, making it more challenging to decide when to make purchases.

The conversation then transitions to the introduction of sponsored TV and upper-funnel video ads on Amazon. They explore the audience targeting and measurement advantages offered by streaming platforms compared to traditional TV. Joe and Matt emphasize the importance of establishing a strong foundation with lower-funnel advertising before venturing into upper-funnel strategies.

We also touch on the accessibility perks and incentives provided by Amazon for brands to engage in sponsored TV advertising. The discussion concludes with insights into the interactivity and measurement capabilities of video ads on streaming platforms, emphasizing the shift towards more targeted and data-driven advertising.

Overall, the episode provides an overview of the changing landscape of holiday shopping and the opportunities presented by sponsored TV and upper-funnel video ads on Amazon.

In this episode of The Ad Project, the discussion revolves around selecting the right agency for retail media advertising, particularly concerning Amazon.

The episode begins with an introduction to Jeremy Bugbee, Director of Business Development at Ad Advance. The core focus of the episode is on guiding listeners through the key questions and considerations when evaluating agencies for advertising and retail media services, especially in the context of Amazon.

Joe and Jeremy unpack topics like agency approaches, communication methods, technology utilization, staying updated with industry trends, and the importance of finding an agency that challenges and pushes for improvement.

The episode also discusses the choice between full-service agencies and individual experts for e-commerce management and the significance of selecting the right rate structure.

Overall, it provides valuable insights for brands seeking the right agency partner for their retail media advertising.

Live from Amazon unBoxed!

Join us as we sit down with representatives from five different teams within Amazon Advertising to talk through newly announced features and gain insights into what they're excited about in the future of Amazon Advertising.

Special guests include:

• Kelly McClean - VP Amazon DSP
• Ruslana Zbagerska - VP of Technology and Product Development Amazon Ads
• Miranda Chen - Director of AMC Growth and Monetization
• Teresa Uthurralt - Director of Partner Development
• Jeff Cohen - Tech Evangelist, Amazon Ads

This episode was an exciting exploration of the latest developments in the industry, and we hope you enjoy it as much as we did.

Today we welcome back Melissa Barnstorf, Director of Walmart Marketplaces & Account Manager at Ad Advance, to explore the fascinating realm of Walmart advertising and how it stacks up against the giant - Amazon. If you've been wondering about the ins and outs of Walmart ads or if you're looking to understand the key differences between these e-commerce powerhouses, this episode promises valuable insights.

Melissa kicks off the conversation by offering a glimpse into Walmart's advertising landscape, which bears a resemblance to Amazon's early days – marked by rapid growth and a wealth of untapped opportunities. Together, they dive into the array of ad types, with a particular focus on sponsored products. Throughout the episode, you'll gain a comprehensive understanding of the advertising controls at your disposal, from the nuances of auto and manual campaigns to the unique placement settings that allow for precise targeting.

They also discuss the game-changing Walmart Fulfillment Services (WFS), offering speedier shipping, smoother returns, and the highly sought-after W+ badge, which rivals Amazon Prime. What makes this episode even more intriguing is the insight into the current lower level of competition on Walmart's platform, making it a golden opportunity for sellers to carve out their niche.

Whether you're eager to explore the uncharted territory of Walmart advertising or simply curious about the ever-evolving world of e-commerce advertising, this episode is an invaluable resource.

In this episode, we're joined by Adam Runquist, a seasoned expert with a deep understanding of the ever-evolving world of e-commerce on Amazon in 2023. Together, we explore the intricate strategies that are currently driving success in the Amazon marketplace.

What sets this discussion apart is our focus on real-world experiences and practical advice that can help you thrive on Amazon today. We don't just scratch the surface; we delve into the nitty-gritty details of what's working right now.

Whether you're an established Amazon brand looking to fine-tune your approach or someone considering entering the marketplace, this episode is packed with invaluable insights.

Are you up to date on the latest developments in Amazon Advertising?

In this podcast episode of the Ad Project Podcast, we are joined by the wonderful Maarja Hewitt to dive into the ever-changing world of Amazon advertising and unpack some of the updates and features that have come our way recently.

The episode kicks off with Joe and Maarja by chatting about one of the big changes - Sponsored Product ads being shown off Amazon. They give their take on this new feature - the pros (like having more ad placements) and the cons (like not being able to turn it off and the impact on ad performance).

Joe and Maarja also talk through the Rest of Search modifier update. It's a game-changer for bidding strategies, and they spend some time breaking down why it's such a big deal. They discuss how modifying bids for rest-of-search placements can seriously boost conversion rates and make your campaigns more efficient.

In a nutshell, this episode is a must-listen for Amazon advertisers looking to stay on top of the latest trends and updates.

This week on The Ad Project, hosts Joe Shelerud and Keith O'Brien discuss the dynamic world of Amazon e-commerce and advertising. Keith, an Amazon expert with nine years of experience, shares insights into the platform's evolution and the increasing significance of video advertising.

The conversation covers Keith's background and journey within the Amazon ecosystem, from driving product reviews to founding his own agency. They reminisce about earlier strategies and set the stage for exploring the power of video advertising.

The heart of the discussion revolves around the growing role of video ads on Amazon. Joe and Keith discuss the visual shift in e-commerce and the challenges and opportunities of incorporating video into campaigns.

They emphasize the importance of capturing viewers' attention within seconds and share creative tips for impactful video content.

The conversation transitions to Amazon's Brand Store, highlighting its competition-free space for showcasing products and engaging with customers. Joe and Keith underscore the role of Brand Stores in boosting average order values and enhancing the brand experience.

Finally, they share key takeaways from the recent Amazon Accelerate conference, discussing advancements in advertising tools and Amazon's commitment to supporting sellers.

This week on The Ad Project, Joe Shelerud and Matt Wiklund take a pragmatic look at the world of advertising metrics - specifically TACOS. Joe has reservations about TACOS, and he'll explain why. Matt, on the other hand, sees its merits as a budgeting tool.

Here's what you can expect:

• TACOS, which measures ad spend as a percentage of total sales, is introduced, and Joe raises some concerns about its usefulness.
• Joe argues that TACOS can be manipulated by advertisers and lacks a comprehensive view of advertising performance.
• Matt highlights TACOS' value as a metric for maintaining budget consistency, especially during seasonal fluctuations.

They both agree that while TACOS serves a purpose, it's not the sole metric to consider. ACoS, new-to-brand customer acquisition, lifetime value, and market share provide a more complete picture of advertising success.

Joe and Matt recommend looking beyond TACOS and considering a broader range of metrics to evaluate advertising performance. For a deeper dive into this topic and a nuanced discussion on advertising metrics, listen to the full episode!

In this episode of the Ad Project Podcast, host Joe Shelerud from Ad Advance welcomes guest Tim Jordan, Chief Community Officer at Carbon 6.

Tim shares his journey from being a firefighter to becoming a successful Amazon seller and e-commerce expert. He discusses his experience in the industry, including building and selling multiple brands, consulting for service providers, and gaining a unique perspective on the e-commerce landscape.

The episode's main focus is on driving external traffic to Amazon and the importance of leveraging it to boost organic rankings. Tim and Joe dive into Amazon's brand referral bonus and Amazon Attribution, and how they have revolutionized external traffic strategies. They highlight the effectiveness of external traffic through Google Ads and influencer marketing, emphasizing the significance of targeting a relevant audience for better conversion rates.

Tim also introduces Carbon 6's reimbursement services for buyer returns and the powerful external traffic tool, PixelMe, which has shown remarkable results in achieving high return on ad spend (ROAS).

The episode concludes with insights into the ever-evolving e-commerce industry, emphasizing the importance of Amazon as a reliable platform for generating sales and growing e-commerce brands.

Is your Amazon advertising strategy ready for Q4?

This week’s episode of The Ad Project is a good gut check to help brands preparing for the busiest shopping season of the year. We explain the importance of planning ahead for Q4, especially during major shopping events like Prime Day and Black Friday, and leveraging Amazon's DSP to target upper-funnel audiences to build brand awareness and engagement.

We emphasize the value of utilizing the overlap report to identify relevant audiences and stress that success is not solely measured by immediate Return on Ad Spend (ROAS) but also by considering factors such as new-to-brand percentages and lifetime value.

A couple Q4 tips from our experts:

Kick Off Upper Funnel Campaigns Early: Focus on targeting audiences that show interest in your product category and lifestyle, using the overlap report to identify relevant segments.

Implement the Tentpole Strategy: Utilize the tentpole strategy, which involves starting with upper-funnel efforts to create awareness and engagement ahead of these events. During the events themselves, allocate budget for both upper-funnel and retargeting campaigns to maximize impact. Remember that the lead-out period post-event may not be as distinct during Q4,but you can still continue to engage potential customers, especially for products like gift cards that remain relevant even after traditional holiday shipping cutoffs.

The episode highlights the significance of strategic timing, audience targeting, and the tentpole strategy for successful Q4 advertising campaigns.

In today's episode, Joe sits down with Jon Reynolds from Tru Niagen, a trailblazing supplement brand that specializes in NAD+ boosters within the vitamin B3 domain. Jon, who steers the commercial strategy at Tru Niagen, shares intriguing snippets from his journey into ecommerce — a dive that began in the world of logistics.

Some key takeaways from this episode include:

• Q1 Strategies Deep Dive: Jon delves into Q1 strategies, focusing on the unique positioning during this time. Highlighting the transformative potential of the "New Year, New Me" sentiment for supplement companies, he emphasizes strategic insights for ensuring advertising budgets hit the bullseye.
• Amazon Homepage Takeover: Jon provides insights into Tru Niagen's unique experience of taking over Amazon's homepage. While the process had its challenges, such as copy restrictions and differing policies, it offered an invaluable opportunity to understand their customer base without the biases.
• Metrics, Strategies & More Metrics: Joe and Jon explore key metrics and strategies like the art of balancing ROAS with other pivotal indicators, offering a fresh perspective on making more data-driven decisions.  
• Choosing the Right Agency: Jon talks about switching agencies right before Q4. He stresses the need for alignment, the importance of good tech tools, and the big wins from understanding data correctly.

Overall, this episode is a treasure of great insights, diving deep into customer-focused strategies and ways brands can stay ahead in competitive markets, like the supplements industry. It's a must-listen for all brands looking to elevate their Q4 strategies and beyond.

Did you hear the news?

The latest update for sponsored ads on Amazon – the introduction of placement controls for rest of search. Learn how to leverage placement controls to optimize your ads, with a focus on adjusting bid multipliers based on conversion rates and ACoS. By understanding the performance variations among different placements, listeners can strategically allocate their advertising budget for maximum impact.

Tips include:

• Utilize the newly introduced rest of search placement controls on Amazon to strategically adjust bid multipliers based on conversion rates and ACoS for better ad performance.
• Group keywords or targets with consistent performance themes to optimize placement settings effectively, ensuring that bids align with the specific characteristics of each placement.
• Consider using a dynamic down-only bid strategy for campaign bidding to maintain control over CPCs and avoid the potential pitfalls of dynamic up and down bidding, while also factoring in the distinct advantages of top of search placements for higher click-through and conversion rates.

Listen to this episode to learn how the new rest of search placement controls on Amazon can help you strategically optimize your Sponsored Ads and achieve better performance.

In this podcast episode of The Ad Project, we welcome Nick Cosgriff, Director of Business Development and Partnerships at Ad Advance. With a number of conferences on the horizon for Ad Advance to round out the year, Joe and Nick thought it would be a fun idea to discuss different conferences available for Amazon sellers and how to approach them. They also touch upon key partnerships developed through these conferences and share some takeaways.

Discussions include:

• The importance of networking at conferences and building genuine connections with other Amazon sellers.
• The value of using AI-based tools like ZonGuru for listing optimization to improve conversion rates and organic rankings.
• The opportunity to recover fees through refund reimbursement services like Seller Investigators, resulting in increased profitability for Amazon sellers. (For Vendors, use this link)

Listen to the full episode if you’re looking for ideas to leverage these opportunities and maximize your Amazon seller journey.

USE THIS LINK to get a 20% Lifetime Discount for ZonGuru: https://zonguru.link/ADV20

This week on The Ad Project, Joe Shelerud and Noah Salzl, Account Manager at Ad Advance, discuss key strategies for optimizing ads during and after major shopping events. They cover both upper funnel and bottom-of-funnel strategies to increase traffic, awareness, and conversions. Listeners will learn how to maximize their advertising efforts during these crucial periods.

Discussions include:

• Upper funnel strategies for increasing traffic and brand awareness before major shopping events.
• Switching to bottom-of-funnel strategies on the day of the event to reengage interested customers and drive conversions.
• Utilizing Amazon Marketing Cloud to target cart abandonment shoppers and offering targeted discounts through brand tailored promotions.
• Post-event strategies such as retargeting and repurchasing campaigns based on consumption patterns to maintain customer engagement.

In this episode of The Ad Project podcast, Joe and Matt discuss the importance of advertising metrics. They explore the pros and cons of some of the most used advertising metrics such as ACOS and ROAS and emphasize the need to consider alternatives when analyzing advertising performance.

Key takeaways:

• Don't rely on ACOS or ROAS as the sole metrics for evaluating advertising performance. Consider other metrics such as TACoS, Cost per Acquisition, and market share percentage to get a more comprehensive view of effectiveness.
• Understand the limitations of last touch attribution and how it can skew the results for upper funnel campaigns. Take into account the full customer journey and the impact of different touchpoints when analyzing performance.
• Consider the lifetime value of customers, especially for products with repeat purchases. Factor in the potential future conversions and the overall profitability of acquiring new customers when setting advertising goals and budgets.

Overall, the episode aims to shed light on the various metrics to consider when assessing advertising effectiveness beyond just ACOS and ROAS.

This week on The Ad Project, we welcome Marty Weintraub from Aimclear. Marty is an entrepreneur, marketer, photographer, and speaker. He founded Aimclear®, a driven, integrated marketing agency dominant in customer acquisition, winner of 27 US Search Awards including 7X most recent Best Integrated Agency.

Credits include Airbnb, Uber, Eurail, PayPal, Venmo, eBay, Dell, LinkedIn, Etsy, Gumtree, Firestone, INC Magazine, Amazon, Carewell, Famous Dave's, Martha Stewart Omni, Intel, Travelocity, DECC, Semrush, Optmyzr, Neustar, Macy’s, GoDaddy, 3M, Siemens, Land's End, and many more. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.

In this episode, Marty discusses his agency’s approach to performance marketing, brand building, public relations, and data analytics. Marty shares his valuable insights about the current state of marketing in 2023 and its future. He notes the ongoing changes and challenges in the industry, including layoffs and shifts in resource allocation due to the rise of AI. He describes the cyclic nature of the industry, with professionals moving between in-house positions, agencies, and consultancies.

Marty also emphasizes the need for marketers to adapt to the evolving landscape and ensure their skills remain relevant in the age of AI.

Overall, this episode provides a glimpse into Marty's background and the current state of the marketing industry with a focus on the impact of AI.

Connect with Aimclear: www.linkedin.com/in/aimclear/

Connect with Marty: www.instagram.com/martyweintraub/

www.facebook.com/marty.weintraub

In this podcast episode, Joe Shelerud and Matt Wiklund discuss various aspects of Amazon’s highly anticipated summer event – Prime Day.

Join us as we explore tips and insights to button up your advertising strategy your before, during, and after this crucial event. From crafting offers to leveraging marketing tactics, we provide you with a comprehensive toolkit to maximize your Prime Day success.

Key Discussions:

• Impact of deals on Prime Day performance: Running deals can significantly increase click-through rates and conversion rates, leading to higher orders. Brands that ran a deal saw a 30% increase in conversion rates, while those that didn't run a deal experienced a 13% decline in conversion rates.
• Advertising strategies for Prime Day: It is advised not to go overboard with bids during Prime Day as high traffic doesn't necessarily translate to higher conversion rates. Keeping bids consistent with the average and preparing for increased budget due to the spike in traffic is recommended.
• Post-Prime Day effects: After Prime Day, there may be a temporary downturn in traffic and sales due to a "holiday hangover" effect. However, brands that ran major promotions during Prime Day may experience higher traffic and improved organic rankings, leading to post-event sales.

Join us for this insightful episode of The Ad Project as we welcome Josh Helmer, Account Manager at Ad Advance, to explore a compelling discussion centered around advertising strategies for specific sales events – such as Amazon’s upcoming Prime Day.

Key Discussions:

• Concept of "tent-poling" and its three phases: lead-in, main event, and lead-out.
• Case study analysis of a supplement company and the importance of understanding impression quantity for effective customer conversion.
• The power of educating the audience through frequent ad exposure and its positive impact on conversion rate.
• Strategic approaches during the lead-in period, including targeting upper funnel traffic and utilizing retargeting techniques to maximize event traffic.
• Value of segmenting the retargeting pool and customizing creatives for different stages of the customer journey.
• Audience targeting, balancing core and reach audiences, and the significance of allocating sufficient budget for retargeting efforts during high-traffic events.

How do you navigate the process of finding the perfect advertising agency for your brand on Amazon?

In this episode, we highlight crucial factors to consider when selecting an agency to manage your Amazon advertising strategy. From understanding core requirements to distinguishing them from optional features, we share valuable insights and provide a list of key questions to ask potential agencies.

We also explore best practices for bid optimization, keyword research, campaign funnels, negatives, and placement adjustments.

Key takeaways:      

• Gain a comprehensive understanding of the core requirements and essential features to prioritize when selecting an agency.
• Evaluate the agency's approach to bid optimization frequency, keyword research strategies, and systematic management of negatives.
• Take inventory of Amazon advertising products and features the agency is utilizing, compared to what is available.
• Seek collaborative partnerships with agencies that offer data-driven optimization and have the capability to provide external creative support if required.
• Recognize the complexity of Amazon advertising and identify the agency that best aligns with your specific needs.

Choosing the right agency partner can be a decisive factor for brands aiming to differentiate themselves in a competitive marketplace. Tune in to the full episode as we guide you through the best questions to ask and the critical aspects to consider when looking for an Amazon advertising agency.

Have you ever wondered if your brand or agency is missing out on untapped opportunities with Amazon advertising? 

This week on The Ad Project we welcome Kyle Slunick, Amazon Advertising Manager / Velocity Analyst for Melissa & Doug and Executive Advertising Coach / Director of Performance Marketing for Private Label Mastery.  

In this episode, Kyle shares valuable insights from his extensive experience with Amazon advertising, uncovering overlooked strategies and game-changing opportunities for both brands and agencies. Kyle and Joe also discuss the challenges and strategies for growing an established brand like Melissa & Doug on Amazon while maintaining brand protection. They emphasize the need to move away from metrics like ACoS and ROAS and instead focus on metrics like TACoS and lifetime value. 

A handful of opportunities discussed: 

• Adopting the proper KPI’s that align with your strategies.   
• Leveraging the "New-to-Brand" metric on Amazon to track and optimize efforts for driving incremental sales and acquiring new customers. 
• Investing in building brand equity and recognition through enhanced content, branding, and customer experience. 
• Monitoring and analyzing competitive landscape and market trends to identify new opportunities and stay ahead of the competition. 

For more tips and insights to improve your Amazon advertising strategy, tune in for the full episode!   

Connect with Kyle: https://www.linkedin.com/in/kyle-slunick-10047a133/ 

This week on The Ad Project podcast we welcome Brent Zahradnik, Founder and CEO of AMZ Pathfinder - an Amazon Advertising agency that works with brands to optimize their advertising presence on Amazon, increase conversion rates with content optimization, and drive external traffic from Google to their Amazon product catalog.

With over a decade's experience in the eCommerce industry, Brent has a deep understanding of the intricacies of Amazon's algorithms and the best digital marketing practices for helping entrepreneurs and brands succeed in the Amazon marketplace.

In this episode, Joe and Brent dive into the ever-evolving landscape of Amazon advertising, from driving external traffic from Google to Amazon listings, to mid and upper funnel strategies.

Top 4 Discussion Points:

• Driving External Traffic: Strategies and benefits of driving external traffic, particularly from Google to Amazon listings.
• Tracking and Monitoring: Significance of tracking tools to monitor the impact on organic rank and ensure the effectiveness of advertising campaigns.
• Alternative Metrics: Exploration of metrics such as new-to-brand, lifetime value, and customer acquisition costs to measure the impact of mid and upper funnel strategies.
• Challenges in Measurement: Challenges of accurately connecting metrics with advertising data and measuring incrementality and market share.

Overall, this podcast episode provides insights into driving external traffic to Amazon, optimizing advertising efforts, and measuring the impact of various strategies in the complex world of Amazon advertising.

Connect with Brent: https://www.linkedin.com/in/brentzahradnik/?originalSubdomain=fr

AMZ Pathfinder: https://www.amzpathfinder.com/

This episode is dedicated to highlighting the latest updates and new features in Amazon’s ad console. Throughout the episode, we explore brand insights updates, enhanced data sets for sponsored display campaigns, and the importance of aligning advertising strategies with consumer trends.

Top 5 new features mentioned:

• Enhanced navigation in the Ad Console, consolidating access to sponsored ads, DSP, and other elements in one location.
• Dropdown menu for navigating between different markets, making it easier to access and manage campaigns in various regions.
• Ability to add a column for top-of-search impression share on the campaign level, simplifying bid adjustment and placement.
• Introduction of the Products tab, providing a comprehensive view of ASIN performance metrics, associated campaigns, and ad groups.
• Brand insights and visual representation of the funnel in the Insights and Planning tab, enabling tracking of brand impression share and comparison to peers in different categories.

By leveraging these new features, advertisers can refine their targeting options, create personalized ad experiences, and drive more sales on Amazon. Join us as we unpack these updates and learn how they can elevate your advertising efforts in the dynamic landscape of online advertising.

This week on The Ad Project… AI & Advertising: Part 2

In this episode, Joe Shelerud and Sean Morgan, Digital Media Manager from Ad Advance, discuss the latest developments in AI and its impact on product search, search traffic, and advertising. They focus on the potential of AI and chatbots in helping users navigate and make purchasing decisions.

Overall, the podcast explores the ways in which AI is changing the landscape of marketing and advertising and how businesses can integrate these new technologies into their strategies.

Key Discussions:       

• Latest developments in AI for product search and search traffic
• Integration of AI in the market  
• Conversational aspect of chat GPT and its potential impact on search results
• Limitations of current chatbots and need for a better user experience
• Shift towards a single platform that combines traditional search, product research, and browsing
• Potential of AI-generated video and audio ads and how it could democratize advertising.

This week’s episode of The Ad Project is all about AI (specifically ChatGPT) and why it’s changing the game of selling on Amazon.  

Joe and Jon Tilley of ZonGuru explore how AI is changing the way we approach tasks in the workplace and why it’s catching so many people’s attention - even though it has been around for years.  

More specifically, Joe and Jon discuss optimized Amazon product listings powered by ChatGPT and how utilizing this technology can increase click-through rates. Jon also shares his insights on the various other fields where AI technology is being utilized and how it has become more accessible to the public. 

Jon also does a quick overview of ZonGuru’s industry-leading keyword tool called Keywords on Fire, which focuses on keyword relevancy. 

Key Discussions:  

• The impact of AI technology in Amazon advertising. 
• The accessibility of AI to the general public. 
• The benefits and potential risks of AI. 
• The criticality of click-through rate and conversion in optimizing Amazon listings. 
• The importance of using relevant and specific keywords in listing optimization. 

A little more background on Jon Tilley and ZonGuru: 

Zonguru is a technology toolset that helps e-commerce brands and agencies scale on Amazon through data intelligence and automation. 

Jon launched ZonGuru in 2016 with the goal of creating operational tools that solve Amazon Seller challenges, driving the most significant impact on scaling revenue and profits. 

Before starting Zonguru, Jon worked for 15 years as an Advertising Strategist for prominent digital agencies in Johannesburg, London, and Los Angeles. In 2014, he launched several successful private label brands on Amazon, which eventually led him to create Zonguru. 

If you're an Amazon Seller:

Follow this link for 20% lifetime discount on any ZonGuru Plan and Period, or to access a 7 day free trial: https://zonguru.link/ADV20

If you're an agency:

Follow this link for a 21 day free trial: https://zonguru.link/ADV-EP

Learn more about ZonGuru: www.zonguru.com

Connect with Jon Tilley: https://www.linkedin.com/in/jontilley/

This episode of The Ad Project is all about funnel structure.

It can be difficult to figure out where to start with all the different factors involved in choosing targeting types, creatives, along with setting performance expectations for each of the ad types with Amazon Ads.

Key discussions from the episode:

• The three main stages of the advertising funnel and the importance of figuring out where to invest ad dollars.
• The different ad types available on Amazon: sponsored products, sponsored brands, and sponsored display, and where they fall within the funnel.
• Examples of different levels of targeting for each ad type, from brand defense to general interest-based targeting.
• The evolution of Amazon's sponsored display ad type to include audience targeting, which is a different ad product altogether from product targeting.
• How the team approaches ad strategy by grouping ads by similarity in targeting and performance.
• The team's recommendation to start at the bottom of the funnel and work their way up to prioritize ad investment based on the product catalog's lifecycle and overarching objectives for the brand.
• The importance of building an adequate foundation of bottom-of-funnel strategies before targeting top-of-funnel audiences to avoid losing engagement and interest.

Listen to the full episode for our full breakdown of the advertising funnel and recommendations for where to start.

Consumer behavior – how does it drive your Amazon ads strategy?

David Khoshpasand, Amazon Performance Marketing Manager with Hasbro, joins us on The Ad Project podcast to talk through consumer behavior and how research directly ties into marketing and a solid Amazon ads strategy.

Key Discussions:

• Consumer behavior and how it’s a dynamic process that involves several stages, including acquisition, usage, and disposal of products or services.
• The psychological core and culture's impact on decision-making.
• In terms of marketing, attention is limited, selective, and divided.
• Ads need to be in front of consumers multiple times to create familiarity and motivation.   
• Problem recognition and reference groups also influence decision-making. Using Play-Doh as an example, David discusses how low effort purchases still require marketing to push purchases down the funnel.
• How mere exposure effects and biases impact consumer behavior.
• High brand equity does not negate the need for top-of-mind advertising.
• Amazon Marketing Cloud and how it can help map out customer behavior.
• Key metrics for upper funnel advertising and brand building.

David has over a decade of marketing experience, with extensive knowledge in developing business strategies for growth. David also taught consumer behavior and marketing research at MBU, and is a natural problem-solver with a firm grasp of customers and markets.

Connect with David: https://www.linkedin.com/in/dkmarketing/

What will the future of search look like in the world of AI chatbots?

In this episode of The Ad Project podcast, we are joined by Sean Morgan, an account manager at Ad Advance, to discuss the impact of artificial intelligence (AI) on the advertising industry.

The conversation focuses on the recent developments from chatGPT and Bard (among others) and how search behavior might change or be disrupted as a result.

Key Points:   

• How chatbots from Google, Microsoft, and other companies are changing the market and search behavior.
• How AI neural network language models like chatGPT and Bard are improving the quality of responses and providing more factual information.
• Limitations and ethical concerns associated with the use of AI in advertising.
• How chatbots could potentially make product search easier by cutting down on the research required, and finding the best options based on specific criteria.
• The potential for integrating advertisements into the question-answer process, which could impact the accuracy of the answers provided.

Overall, the conversation is approachable regardless of your knowledge on the topic of AI and offers some valuable insights into the use of AI in the advertising industry.

In this final episode of our Prosper series, Joe is joined by Sreenath Reddy from Intentwise to discuss the key benefits and use cases of Amazon Marketing Cloud (AMC).

AMC allows advertisers to gain extremely granular, event-level, and shopper-level data that can be used to better understand customer interactions with ads on a deeper level.

Some of the key items discussed in today's episode include:

• How AMC can help overcome limitations of last-touch attribution
• The benefits of using AMC to better understand customer interactions to various ad strategies.
• AMC reporting  

And much more!

Connect with Sreenath: https://www.linkedin.com/in/sreenathkreddy/

In this episode, Joe is joined by Keith Hamann, the Director of Marketplaces for Made In, to discuss steps that brands can take to develop an effective advertising strategy on Amazon. Keith shares some initial strategies he implemented when first entering the space, emphasizing the importance of brand guidelines and overall goals in developing a solid roadmap.

With over 10 years of experience in digital marketing and e-commerce, Keith has a focus on marketplace growth and management. He was brought on specifically to launch Made In's Amazon channel, which they have been on for a little over a year, and has since expanded to manage their presence on Walmart, including search and advertising catalog.

Keith provides a lot of value to the community and shares many great takeaways for brands looking to succeed within the marketplace.

Tune in to today's episode to discover the secrets of how brands can effectively break the mold with advertising. 

Connect with Keith on LinkedIn: https://www.linkedin.com/in/keith-hamann/ 

In this episode, Joe is joined by Victor Dwyer at the Prosper Show, where they discuss key trends and conversations in the overall space.

The main topic of today's discussion is how Amazon sellers can maximize their profitability in 2023 by addressing the challenges posed by inflation, rising advertising costs, and Amazon fees.

The conversation covers key strategies that brands can implement to remain profitable and upcoming trends emerging from the event.

Video advertising offers a powerful way for sellers to grow their brand and audience on and off Amazon. The different types of video ads available through Amazon advertising provide flexibility and versatility to brands, allowing them to choose the ad type that best suits their advertising goals.

In today’s episode, Joe and Erik shared some key factors to consider when creating video ads, along with sharing the benefits behind using video ads to target customers at every stage of the buyer’s journey.

Not quite sure where to start with video ads? Let’s dive into today’s episode!

New-to-brand customers are important for sellers as they represent a potential source of future revenue, particularly for products that have a high lifetime value.

In today’s episode, Matt and Joe unpacked the importance of new-to-brand customers, why you should care about new-to-brand, and how to measure it. You’ll learn how to optimize your advertising strategy using new-to-brand metrics and how brand building can maximize your lifetime value.

With valuable takeaways and metrics highlighted in today’s episode, you’ll want to listen through to the end if you’re looking to take things to the next level!

In this podcast episode, Joe is joined by one of our Account Managers, Brady McDonough to discuss a case study of a brand that established long-term success and growth opportunities through having a solid campaign funnel structure. The discussion highlights the importance of laying a strong advertising foundation, getting the bottom-of-the-funnel strategy right, and establishing the basics to fuel growth opportunities in upper funnel and awareness strategies.

The key takeaway from today's episode is for sellers to build a solid advertising foundation based on their goals. Once that foundation is established and there is margin available, sellers can then leverage upper funnel strategies to help take things to the next level.

There's a lot that is unpacked in today's episode, so grab a pen and paper and let's dive in!

In today’s episode, Joe is joined by our Marketing and Brand Manager, Molly Deschenes, to dive into the power of building your brand on Amazon and how it helps to stand above the rest. They both emphasized that branding is critical to differentiate your products, increase profit margins and drive customer lifetime value.

With a solid brand presence, sellers focus less on pricing and more on delivering the best value to their target audience. Molly and Joe shared a step-by-step approach to how sellers can get started with brand building and highlighted areas to audit to help fine-tune their messaging.