This episode reveals the "Listing Defense" strategy for Amazon sellers. Learn how to strategically use your own ad campaigns to promote your other products on your listings, effectively blocking competitors and driving cross-sells and upsells. Discover how product grouping, substitute products, and targeted advertising can create an internal ecosystem of product discovery, boosting your brand’s visibility and sales potential on Amazon.
Key takeaways
Implement a 'Listing Defense' strategy on Amazon to block competitors' ads from appearing on your product pages by promoting your own brand's other products.
Segment your Amazon ad campaigns to test different strategies and identify optimal product groupings, especially for substitute products.
Utilize a pricing strategy where lower-priced items are shown first, followed by similar, slightly higher-priced, higher-quality products to encourage upselling.
Differentiate between "ads" (your products) and "targets" (where your ads appear, e.g., your own product detail pages or substitute products) to create an internal advertising ecosystem.
Focus on targeting substitute products within your own brand to maximize conversion rates, especially for closely related items like different variations of the same product category.
Leverage product grouping to ensure that ads displayed on your product pages are for other products within your own brand, not competitors.
Understand the difference between substitute and complement products to effectively strategize your internal cross-promotion and upselling efforts.
Strategically place your own ads on your own product detail pages to protect your customer base and capture potential customers who might otherwise be siphoned away by competitors.
Continuously test and refine your ad campaigns based on segmentation insights to optimize performance and identify what resonates best with your target audience.
Consider the psychological aspect of pricing; begin with lower-priced offerings and then guide customers towards higher-value alternatives to increase average order value.
In this episode we talk to Matt Wiklund, co-founder and COO of Ad Advance. We talk about how Ad Advance combats other companies coming in on your product page and leaching potential customers from your products by showing and only promoting the same brands for a specific product in order to increase their own sales. We discuss separating your different ad campaigns to test different strategies and see what works best. We talk about substitute products versus complement products, where substitutes are products that can replace the products people are searching for, and complements being products that can go with the product for which customers are looking. Matt tells about the strategy to show lower priced products first, and then to show similar/related products of a slightly higher price and quality to upsell customers. Listing Defense Strategy 2:38Segmentation 6:10Example 11:10Ads vs targets 15:28Get a hold of Matt or his team 24:24“We have ads, and then we have targets. Our goal is to have ads for our products, or our other products, which show up on their product detail pages. Choosing which ads are going to be displayed on which product detail pages is an important part of this process. So there’s product grouping. That would be choosing products with similar attributes like the substitute model that I spoke about. And then the targets under a substitute model would be equivalent to your ads essentially. So you got 20 pairs of black sunglasses and you target your 20 pairs of black sunglasses. And they’re very similar, so you tend to see a really high conversion with that approach.” 15:32https://www.reddit.com/r/FulfillmentByAmazon/comments/hjenkp/listing_defense_cross_promotion_using_product/https://adadvance.com/Socialhttps://www.instagram.com/smartestseller/https://www.buyboxer.com/Send Scott an Email: scottneedham@buyboxer.com
What does this episode say about amazon & marketplaces?
Implement a 'Listing Defense' strategy on Amazon to block competitors' ads from appearing on your product pages by promoting your own brand's other products.
What does this episode say about paid acquisition?
Segment your Amazon ad campaigns to test different strategies and identify optimal product groupings, especially for substitute products.
What does this episode say about product & merchandising?
Utilize a pricing strategy where lower-priced items are shown first, followed by similar, slightly higher-priced, higher-quality products to encourage upselling.
What does this episode say about amazon & marketplaces?
Differentiate between "ads" (your products) and "targets" (where your ads appear, e.g., your own product detail pages or substitute products) to create an internal advertising ecosystem.
What does this episode say about amazon & marketplaces?
Focus on targeting substitute products within your own brand to maximize conversion rates, especially for closely related items like different variations of the same product category.
