"Boosting Conversion Rates with Amazon Ads: When we put DSP in the mix, it almost always increases conversion rate by like 50%. It's pretty substantial."

"Key to Successful Advertising: What's really important is just the nuance with the way that you run the ads. And if you run it correctly, not every brand is going to be successful. It's almost always worth the test, but it's not going to work for everyone. But as long as you cater the targeting strategy to a particular product, whatever it is, then odds are you're going to be successful if you run it correctly."

"Using Amazon Prime Video and First Party Data for Effective Advertising: A lot of open real estate on streaming tv and video. And when you're running ads outside of basic display ads on Amazon, you can direct those ads anyway. So if you want to be able to tap into Amazon's first party data and you don't even sell on Amazon, you can do that. So as an example, let's say you're a brand that, let's say you're a gym or you're a brand that sells fitness equipment and you want to be able to target people that you know are interested in fitness. You can run DSP, target an in market audience for fitness enthusiasts, somebody that's actively browsing protein on Amazon. You can serve them display ads that go back to your DTC site. So it's a pretty definitive way to tell that this person is interested in your type of product based on what they browse on Amazon."

"Implementing Targeted Advertising: I used to work with a company that is a online marketplace for trading cards and what we were able to do is target in market audiences for people that were buying trading card like holsters or there were several of them that were applicable to their target audience, create display ads and serve ads promoting their app in their marketplace. And then a more broad use is I ran DSP ads for LA Metro, which you wouldn't expect LA Metro to run Amazon ads. But what we were able to do is we were able to target specific regions and locations, target based on demographic people that had a propensity to be transit riders and we were able to serve them display ads to promote."

"Digital Marketing Expertise and Diversification: 'Ultimately for me, it's less about where you are in your overall marketing journey with other platforms and more about having the person that knows how to do it to run it for you. Because a lot of people run it wrong and it has gotten a bad rap from certain places just because people are running in the wrong way... So there's really no clear answer, but I will say that Amazon is just generally one of those channels that really benefits from all other marketing types. So we'll run DSP and we'll have, let's say a $5,000 budget and it does well and then they'll put some money towards influencer marketing or TikTok ads and then we see the benefit on the DSP side.'"

"Effective Marketing Strategies: Because if you're really just looking for heavily brand like, heavy brand awareness, you can do that off Amazon or you can do top funnel DSP. If you're looking for purely bottom funnel conversion, rate oriented stuff, focus on PPC until you hit a certain point and then test out Amazon DSP. So it really, it's meant to fit in with all these other marketing channels. There's no real set time where you should do it, but I think that for most brands it's worth exploring. And you can tell pretty quickly, in my experience, whether it's going to work or nothing."

"Online Sales and Marketing Tactics: Once we're working with the brand, we touch up their PPC, it's humming. Then we explore DSP. So if a brand is already relatively large and they've already experimented with both, then we'll roll out both as once. Otherwise, if they've never done it, we usually clean up the PPC first, make sure that that's all doing well, and then we roll out DSP."

"Effective E-commerce Strategies: Making sure that your main image stands out in some capacity from the rest. Like little things are you can either have a protein bottle or you can have a protein bottle that has a vanilla ice cream cone next to it because you're highlighting the flavor. Those little things make huge differences in conversion rates and they're important to touch up before you really expand your advertising spend. The biggest changes you can make are minor tweaks to your actual product detail pages themselves which can make a world of difference and improve everything you're doing. It's how do you differentiate yourself? Whether it's a unique product, that there aren't a lot of copiers out there yet, or whether you're an incredibly crowded product category, what actually makes you stand out. And in my opinion, it should never just be a price thing because there's always going to be someone that's willing to undercut you."

"Innovation in Popular Product Categories: Yeah, I mean, that's a really good question. It's so category specific. I think that like minor tweaks to popular products are very hot in the sense that one brand that I worked with for a while basically just created a product that added a little bit more flavor to collagen protein. I feel like all I'm talking about is supplements, but these are the ones that are top of mind. And it's like collagen protein was always popular, had high search volume. It's taking things that already have high search volume and finding a small differentiator. This is already a popular item; it has high search volume. But what is nobody doing within this high search volume category? Because in order to create a new category like that, that's incredibly different and unique in a product that nobody's seen before."

"Understanding Amazon's Role in Demand Capture: Amazon ultimately is a demand capture platform, right? It can be a demand generation platform through things like video marketing. But at the end of the day, you need to drive demand for your product elsewhere also. So one huge mistake I've seen brands do is we'll be managing their Amazon and Amazon will be doing super well and their DTC isn't doing so hot, right? So they'll pull their marketing dollars out of d two c and plug them all to Amazon. Then their Amazon sales go down and their conversion rates go down because people ultimately, so much of Amazon traffic and your awareness and how many people are looking up your brand, it's because you're marketing it elsewhere than Amazon can capitalize. And it gives you more room to run with your Amazon budget, the more demand that you're driving on these other channels."