Ep 429: Are Your Amazon Ads Cannibalizing Your Organic Results? (Plus Prime Video Ads and Amazon Earnings) | AKNF

Aug 9, 2024

Clifford, an Amazon advertising strategist, and Rob, a digital marketing pro for DTC brands, share insights on navigating Amazon's advertising landscape. They delve into how ad spend can cannibalize organic results, stressing the need for smart keyword strategies. The duo explores the potential of Prime Video ads to boost brand awareness and sales. Listeners will learn to strike a balance between brand defense and competitor targeting, ensuring they're leveraging every dollar effectively in a competitive market.

Ask episode

Chapters

Transcript

Episode notes

Intro

00:00 • 4min

Analyzing the Impact of Sponsored Ads on Organic Sales

04:29 • 4min

Strategizing Brand Advertising in Competitive Markets

08:33 • 2min

Maximizing Impact with Amazon Advertising

10:52 • 7min

Merging DTC Strategies with Amazon Advertising and Preparing for Black Friday

18:09 • 3min

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Hello and welcome to the DTC Podcast. Today, we’re diving deep into the world of Amazon advertising with Clifford and Rob from Pilothouse. As Amazon continues to be a pivotal platform for DTC brands, understanding the nuances of ad spend can make or break your strategy. In this episode, we uncover the secrets behind effective Amazon advertising, the role of Prime Video ads, and the strategic balance between defending your brand and targeting competitors.

Key Insights:

Amazon’s Earnings and Growth: Despite recent market fluctuations, Amazon continues to show significant growth, particularly in its advertising sector.

Sponsored Ads Cannibalization: Discover how analyzing the incremental impact of ad spend on high-ranking terms versus competitor terms can optimize your budget.

Prime Video Ads: Learn about the powerful impact of non-skippable Prime Video ads and how they can drive both awareness and direct sales.

Why You Should Listen:

Optimize Ad Spend: Learn how to make the most of your advertising budget by understanding incremental impact.

Top-of-Funnel Tactics: Explore the benefits of Prime Video ads for broader reach and better attribution.

Stay Competitive: Get insights on balancing brand defense and competitor targeting to maintain market position.

Timestamps:

0:00 - Introduction and overview of Amazon ads cannibalization

2:00 - Insights from the Amazon earnings call and tech industry trends

4:00 - Analyzing the impact of ad spend on high-ranking search terms

6:30 - The effectiveness of Prime Video ads and targeting strategies

8:45 - Discussion on brand defense and competitor targeting

10:50 - Shifting ad spend to top-of-funnel efforts and streaming TV

12:30 - Preparing for Black Friday and Cyber Monday on Amazon

14:00 - Closing thoughts and upcoming podcast previews

Hashtags:

#AmazonAds #DTCPodcast #Pilothouse #EcommerceMarketing #AmazonEarnings #PrimeVideoAds #BlackFriday #CyberMonday #DigitalMarketing #AdCannibalization #AmazonStrategy

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video