Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#637 - How To Track Amazon Share Of Voice

Feb 4, 2025

In this engaging discussion, Destaney Wishon, CEO of BTR Media and expert in Amazon advertising, shares her insights on advanced advertising strategies. She emphasizes the importance of understanding share of voice, tracking consumer behavior, and the time gap between clicks and purchases. Destaney also reveals techniques for optimizing campaigns using tools like the Amazon Marketing Cloud and highlights the effectiveness of sponsored brand ads. Listeners will learn actionable tips to elevate their Amazon advertising game and maximize profitability.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ADVICE

Click-Purchase Time Gap

Understand that time between click and purchase on Amazon isn't always immediate.
Customers may add to cart and purchase later due to cart-building or other factors.

ADVICE

Dayparting Optimization

Use Amazon Marketing Stream data (available in Helium 10's Adtomic) to understand purchase patterns.
Don't aggressively pause campaigns based on ad console data alone, as click and purchase times may differ.

ADVICE

Ad Type Expansion

Expand your ad strategy beyond Sponsored Products to include Sponsored Brands, Sponsored Display, and video.
These ad types offer unique placements and creative opportunities, enhancing visibility and conversion.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

In this TACoS Tuesday episode, Bradley and Destaney Wishon discuss different Amazon advertising strategies, campaign types, how to measure Share of Voice, and more.

► Instagram: instagram.com/serioussellerspodcast

► Free Amazon Seller Chrome Extension: https://h10.me/extension

► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos

Join us for an enlightening TACoS Tuesday discussion on Amazon Advertising Strategies for Success with our expert guest, Destaney Wishon, CEO at BTR Media. Together, we explore advanced techniques to elevate your advertising game on Amazon. We unpack essential tools like the Amazon Marketing Cloud (AMC) and Demand-Side Platform (DSP), as well as campaign segmentation strategies. We also highlight the significance of understanding the time gap between clicks and purchases, shedding light on common misconceptions about dayparting Amazon ads. With insights from Amazon Marketing Stream data, we provide actionable strategies to optimize your advertising efforts, ensuring you can effectively apply these techniques to your business.

As we move forward, we focus on maximizing Amazon ad type expansion, emphasizing the competitive edge gained by utilizing unique ad formats such as sponsored brand and display ads. Destaney shares insights into the effectiveness and costs associated with sponsored brand videos, particularly on mobile platforms. We also address audience experiences with video ad performance, clarify targeting options, and explore the potential overlap in ad real estate. Our conversation also covers optimizing these ad types for conversions, offering strategies to combine various ad formats for enhanced conversion rates and discussing creative content's role in driving success.

Finally, we highlight the importance of understanding Share of Voice on Amazon, a crucial metric for both large and small brands. We discuss how tools like Helium 10’s Share of Voice tool can provide valuable insights into brand positioning relative to competitors, helping inform strategic investment decisions. We explore organic versus paid presence and the impact of owning more "real estate" on Amazon's search pages. Our session wraps up with an overview of best practices for utilizing brand metrics and share of voice tools, offering guidance on campaign management, bid strategies, and maximizing profitability. Don't miss this opportunity to refine your Amazon PPC strategies with insights from our engaging conversation with Destaney.

In episode 637 of the Serious Sellers Podcast, Bradley and Destaney discuss:

00:00 - Amazon Advertising Strategies for Success
02:22 - Timing Discrepancy Between Clicks and Purchases - Dayparting
05:54 - Optimizing Bid and Budget Strategies
09:16 - Maximizing Amazon Ad Type Expansion
12:20 - Comparing Amazon Sponsored Brand Ad Performance
13:30 - Amazon Sponsored Products Conversion Analysis
18:35 - Optimizing Amazon Ad Types for Conversions
26:56 - Optimizing Bid Management Strategy for Campaigns
29:52 - Understanding Share of Voice on Amazon
31:57 - Optimizing Amazon Advertising Through Keywords
35:33 - Importance of Amazon Rank Strategy
36:24 - Amazon PPC Best Practices Overview
40:17 - Fixed Bids vs Other Bid Types