Calculating Your Investment in Amazon Growth - Episode 183

DESCRIPTION

Today we’re starting out a new AD SERIES on the Ecommerce Braintrust podcast! And we asked Bobsled’s Director of Marketplace Strategy & Insights and Amazon PPC mastermind Stefan Jordev to guide you through some exciting topics.

Stefan’s first guest is Bobsled’s Sales Executive, Ken Beemer, and this episode is all about Calculating Your Investment in Amazon Growth.

Tune in & keep an eye out for the next episodes in this series!

Ken Beemer is Sales Account Executive at Bobsled Marketing, he has been in Bobsled for about a year. Right now he is focusing on helping brands that are looking to make their eCommerce channels a little bit more profitable and less of a headache. He also spent the last few years on the eCommerce side-specifically on Amazon.

“Every Amazon seller is familiar with the importance of having the capital to seize growth opportunities.”

— Ken Beemer

KEY TAKEAWAYS

Everything centered around Amazon is always an ever-changing landscape.

When brands are interested in the competitive landscape, when they're interested in investing in advertising, will their organic ranking improve, and they just go in measuring themselves against the competition, it's safe to assume that ultimately, this will probably lead to higher investment in advertising.
There's a lot of innovation coming on the advertising side, it's going to get more competitive, and there's going to be more investment on that side.
Even before COVID we started to see really increased competitive landscape on the advertising side on Amazon, it was just that space was becoming more and more valuable, the more and more third-party sellers that are coming on to Amazon.
What people are passionate about, and what they're what's on top of their minds might be quarter by quarter, based on the innovation that's coming.
In the last few years, we've seen a lot of new software tools, innovations, specifically geared towards Amazon advertising.
Outside of all the innovation that we're seeing on the advertising front, we're also seeing Amazon releasing all this data about the number of shoppers that are just flocking to Amazon, new people that might have held out, not giving into Amazon's model and not getting into the Amazon Marketplace. They wanted to maybe stay local and support local, but COVID has changed so many things.
Amazon raised the share of the US digital ad market to 10.3%, which was 7.8% in 2019. So definitely brands are recognizing this as well.
2021 is the time that we want to dominate the search results, and to really take away that share of shelf net share voice from our competitors.
Payoneer, the sponsor of today's episode, develop their working capital solution, specifically for online sellers panniers, capital, advanced offers e-sellers selling on Amazon and Walmart up to 750k advancement instantly loaded, a gradual settlement collected from future marketplace receivables, always leaving you some funds to manage the day to day and an attractive fixed fee. You'll even get a special 10% fee rebate on your first offer.
It is important to meet the client with the entire Project team because they can understand how we as a third party can help move them forward, and have a good understanding of who they're going to be working with while partnering with us.
Always set clear expectations with the client and emphasize there are no guarantees.
People are appreciative of that honesty, and they want to, at the end of the day work with a partner, that's not only you're honest with them, and it can help them kind of frame expectations, but to really understand the platform itself.
Amazon and eCommerce, in general, is a case by case brand by the brand, entity, it's something that you have to look at things on a micro-scale, based on that, because every brand is different, every product is different. And strategy definitely needs to be tailored based on what you know, that client has to offer.
Recently Bobsled launched an Amazon advertising and sales calculator, just to help and explain how many different pieces play a role when it comes to the sales, growth of advertising, sales, but even overall sales when it comes to your Amazon account. It opens people up to thinking more about other things other than costs and thinking about other metrics that are really important to overall health when it comes to paid marketing.