In this webinar, we partner with Amazon seller platform, Jungle Scout, to discuss the most effective ways to step up your discoverability before the holiday season —including tactics you can implement as soon as you are done attending this webinar.

1. Pre-Holiday
Strategies to Boost
Your Organic
Rankings on Amazon

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
tomorrow
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Submit questions for live Q&A
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03
Download relevant resources
Log back anytime with same link
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Join our poll questions
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
CLARISA RYAN
Senior Specialist,
Marketplaces
EVA HART
Enterprise Content
Creator

6. 250+ 500k+ $22B
Global employees Customers worldwide Annual assisted sales on Amazon
$110M 1.8B 5
Growth Capital from Summit
Partners & Greg Mercer
Data points processed daily Global offices
is the leading all-in-one
platform for selling on Amazon

7. Some of
Our Clients
Our
Recognition
Jungle Scout is a trusted solution for brands, agencies & investors

8. ● Amazon Foundations
● How to increase Buyability
● How to improve Discoverability
● Tools to Measure Rank and SOV
● Steps to Prepare for Q4
Agenda
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9. How would you rate your
Amazon expertise?
● I’d say I’m a beginner
● I’d say my expertise is moderate
● I’d say my expertise is expert level
POLL

10. What is your focus for Q4
and the holiday season?
● Selling giftable products
● Increasing sales generally
● Something else!
POLL

11. Amazon Foundations

12. Building A Solid Foundation on Amazon
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2
3
1
Amazon Display Advertising
● Retargeting
● In Market
● Lifestyle
Creative
The Amazon Flywheel is powered
by your conversion rate so brands
need to always invest in their
content.
Amazon Search Ads
● Sponsored Products
● Sponsored Brands
● Sponsored Display
Operations
If you don’t have the
systems in place to meet
demand on Amazon, you
won’t be able to scale.

13. Direct Factors
● Availability
● Text Match Relevancy
● Price
● Sales Velocity
Indirect Factors
● Fulfillment Method
● Reviews
● Images
● EBC/A+ Content
● Advertising
● Promotions
Amazon’s Organic Rank Algorithm
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14. Organic Rank
Discoverability and Buyability Cycle
Advertising
The necessary boost to increase traffic
Increases Traffic
Content Optimization converts traffic into sales
Higher Sales
leads to higher
organic rankings
Higher
Rankings
leads to more traffic
Product Sessions * Conversion Rate = Orders
● Paid advertising is a means to drives sessions.
● Compelling content is a means to convert that traffic into sales.
● Sound operations are the table stakes required to realize the existing
demand for your products and a means for smart point of sale
marketing to increase sales.
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15. Strategies to Optimize
Listings for Conversions
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Increasing Buyability

16. Screenshot
Copy
Competitor
Research
Optimize Title,
Bullets &
Description
Keyword
Research
Use a keyword research tool to find a list of effective
keywords for your product listing and ad campaigns.
Study your competitor’s listings to see what they are
doing right and what they could do better. Pay close
attention to both positive and negative reviews.
Use a listing builder tool to create copy for your PDP
that includes your target keywords and a
compelling description of the key features and
benefits of your product.

17. Screenshot
Images
Hire a Designer
Optimize Images
Product
Photography
It is important to use professional product
imagery and lifestyle imagery for your Amazon
listing. Images should be high quality and high
resolution.
If you don’t have design experience, you
should hire a graphic designer to add text
overlays and other design elements to your
secondary images.
Your images should reinforce your brand and
tell the customer a story about how their life
will change when they purchase your product.

18. Screenshot
A+ Content
Hire a Designer
Optimize A+
Content
Brand Registry
If you haven’t already, you should complete
Amazon’s Brand Registry to get access to
additional listing features such as A+ Content. A+
Content is proven to increase conversion and
click-through rates.
If you don’t have design experience, it is
important to hire a professional who knows
how to curate a high quality professional A+
design for your listings.
Your A+ Content should reinforce your brand
and include different lifestyle and product
imagery than your secondary images.

19. Screenshot
Communicating Giftability & Seasonality
Copy
Update your copy with relevant holiday keywords
such as “stocking stuffers for kids,” “Christmas
gifts for mom,” and “Christmas gifts for
husband.”
1. It will catch the eyes of shoppers.
2. It will help your product rank for the
holiday-related search terms that you are
running ads for.
Images
Add seasonal and holiday-themed images to your
priority listings to communicate that your product
is perfect for gift giving!
Ex: Show your product in a Christmas stocking, a
gift box or under the tree.

20. Key 2021 Holiday Dates
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September 15 Last day to order inventory for Black Friday, Cyber Monday,
and the holiday shopping season
October 31 Halloween / Last day to order inventory before Chinese New
Year
November 1 Last day to get inventory to Amazon warehouse for Black
Friday/Cyber Monday and Christmas
November 26 Black Friday
Nov. 28-Dec. 6 Hanukkah
November 29 Cyber Monday
December 17 Inventory for 2022 should be sent to Amazon fulfillment
centers no earlier than December 17, 2021. Until then, only
ship items to Amazon that will sell in 2021.
December 24 Christmas Eve
December 25 Christmas

21. Strategies to Boost
Impressions and Clicks
Increasing Discoverability
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22. SPONSORED PRODUCTS
Let your products be the first option
for conversion ready shoppers
SPONSORED BRANDS
Build brand recognition, drive page
visits with higher click through rates
SPONSORED DISPLAY & DSP
Increase awareness for in market
audiences, retarget product viewers
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A Comprehensive Strategy to Drive Sales

23. GOALS
● Increase impressions with Auto & PAT campaigns
● Drive sales velocity for specific keywords
STRATEGY
● Maintain an always-on discovery strategy with Auto campaigns
● Use PAT campaigns to target competitor & adjacent
● Launch a manual KW targeting campaign that houses top products
● Increase your visibility above the fold
● Set a higher ACoS that allows you to bid more aggressively
● MobiusX allows us to set up automated keyword harvesting to make
sure we are always adding new converting terms and targets
Sponsored Products
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24. Screenshot
Sponsored Brands
GOALS
● Build brand recognition using creative assets
● Drive product sessions with a better CTR
STRATEGY
● Mirror your ASIN and keyword choices from your SP campaign
● Use quality video content and custom images to increase CTR
● Set a higher ACoS that allows you to bid more aggressively
● Standard and Custom Image SBs can drive customers to your store
page to “Follow” your brand
● MobiusX bid rules help us continue up-bidding keywords that are
performing well, ensuring we don’t fall behind the competition on
terms that convert well for us.

25. Sponsored Display & DSP
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GOALS
● Drive sales by retargeting product viewers & IM audiences
● Amplify brand messaging via creative
STRATEGY
● Retarget an audience of shoppers who have viewed your
product but have not yet purchased
● Target IM audiences to increase visibility, including gifting
audiences, on and off of Amazon
● NEW: Use custom images in your SD campaigns to stand out
● Track CTR to measure targeting relevancy and adjust
accordingly
*Source: Aggregated Data for Tinuiti Clients in 2021

26. Tools to Track Keyword
Rank and Share of Voice
Measuring Success
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27. What is Your Share of Voice on Amazon?
Share of Voice or SOV is the percentage of the market
your brand holds in any given time period compared to
your competitors for a specific keyword.
Jungle Scout Cobalt’s SOV will shed light on your brand’s
ownership and your competition’s ownership of keywords
in a certain segment or product category. By regularly
tracking your SOV you will be able to:
1. Gain insights into the brands that own the largest
market share for the most relevant keywords in a
given segment.
2. Measure the results of your listing optimization and
quantify growth for both sponsored and organic
search terms.
3. Monitor the sponsored SOV of competitors to
understand when competitors increase their ad
spend and when they pay to get ahead.

28. What is Your Product Rank on Amazon?
Jungle Scout’s Rank Tracker is an analysis tool for
monitoring keyword rankings over time. Rank Tracker
allows you to view historical keyword performance and
find out which keywords are influencing your listings —
and your competitors’.
By tracking your keyword rank you will be able to:
1. Uncover keywords that have an established
history of performing well and which ones fall
short.
2. View your competitors’ keyword performance.
3. Observe and analyze historical ranking trends.
4. Help diagnose low sales.

29. Start Preparing for Q4
Next Steps
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30. Pre-Q4 Checklist
SECURE INVENTORY
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Why:
Ensure ability to scale and
meet demand during Q4
How:
Begin preparing as soon as
possible

31. Pre-Q4 Checklist
Why:
Ensure ability to scale and
meet demand during Q4
Why:
Ensure shoppers landing on
your page are more likely to
convert
How:
Begin preparing as soon as
possible
How:
Audit and update copy,
creative, and A+ content
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SECURE INVENTORY OPTIMIZE PDPs

32. Pre-Q4 Checklist
Why:
Ensure ability to scale and
meet demand during Q4
Why:
Ensure shoppers landing on
your page are more likely to
convert
Why:
Reach shoppers at every
stage of their purchase
journey
How:
Begin preparing as soon as
possible
How:
Audit and update copy,
creative, and A+ content
How:
Cover all campaign types
and placements on Search
and Display advertising
32
SECURE INVENTORY OPTIMIZE PDPs LAUNCH CAMPAIGNS

33. Why:
Ensure ability to scale and
meet demand during Q4
Why:
Ensure shoppers landing on
your page are more likely to
convert
Why:
Reach shoppers at every
stage of their purchase
journey
Why:
Strategy should be adjusted
to meet performance KPIs
How:
Begin preparing as soon as
possible
How:
Audit and update copy,
creative, and A+ content
How:
Cover all campaign types
and placements on Search
and Display advertising
How:
Check SOV and Rank data,
adjust bids, harvest
keywords and targets
Pre-Q4 Checklist
33
SECURE INVENTORY OPTIMIZE PDPs LAUNCH CAMPAIGNS MONITOR & OPTIMIZE

34. Key Takeaways
● Get set up for success with optimized PDPs
and compelling content that is geared towards
conversions
● Communicate gift-ability in the product
description and images on your listings prior to
the holidays.
● Design your advertising strategy to reach
engaged shoppers and drive sales velocity for
your focus products

35. Schedule Your
Consultation
with an Amazon
Expert

36. Q&A

37. Register now at tinuiti.com/TLC21

38. Thank you!