In this podcast episode of The Ad Project, we welcome Nick Cosgriff, Director of Business Development and Partnerships at Ad Advance. With a number of conferences on the horizon for Ad Advance to round out the year, Joe and Nick thought it would be a fun idea to discuss different conferences available for Amazon sellers and how to approach them. They also touch upon key partnerships developed through these conferences and share some takeaways. Discussions include: The importance of networking at conferences and building genuine connections with other Amazon sellers.The value of using AI-based tools like ZonGuru for listing optimization to improve conversion rates and organic rankings.The opportunity to recover fees through refund reimbursement services like Seller Investigators, resulting in increased profitability for Amazon sellers. (For Vendors, use this link)Listen to the full episode if you’re looking for ideas to leverage these opportunities and maximize your Amazon seller journey. USE THIS LINK to get a 20% Lifetime Discount for ZonGuru: https://zonguru.link/ADV20

In this podcast episode of The Ad Project, we welcome Nick Cosgriff, Director of Business Development and Partnerships at Ad Advance. With a number of conferences on the horizon for Ad Advance to round out the year, Joe and Nick thought it would be a fun idea to discuss different conferences available for Amazon sellers and how to approach them. They also touch upon key partnerships developed through these conferences and share some takeaways. Discussions include: <ul><li>The importance of networking at conferences and building genuine connections with other Amazon sellers.</li><li>The value of using AI-based tools like ZonGuru for listing optimization to improve conversion rates and organic rankings.</li><li>The opportunity to recover fees through refund reimbursement services like <a href="https://refund.adadvance.com" rel="noopener noreferrer nofollow" target="_blank">Seller Investigators</a>, resulting in increased profitability for Amazon sellers. (For Vendors, use <a href="https://chargeguard.typeform.com/to/Nb9mAT6Z" rel="noopener noreferrer nofollow" target="_blank">this link</a>)</li></ul>Listen to the full episode if you’re looking for ideas to leverage these opportunities and maximize your Amazon seller journey. USE THIS LINK to get a 20% Lifetime Discount for ZonGuru: <a href="https://zonguru.link/ADV20" rel="noopener noreferrer nofollow" target="_blank">https://zonguru.link/ADV20</a>

Maximizing Your Amazon Seller Journey: Conferences, Partnerships, and Growth Strategies

This week on The Ad Project, Joe Shelerud and Noah Salzl, Account Manager at Ad Advance, discuss key strategies for optimizing ads during and after major shopping events. They cover both upper funnel and bottom-of-funnel strategies to increase traffic, awareness, and conversions. Listeners will learn how to maximize their advertising efforts during these crucial periods.Discussions include: Upper funnel strategies for increasing traffic and brand awareness before major shopping events.Switching to bottom-of-funnel strategies on the day of the event to reengage interested customers and drive conversions.Utilizing Amazon Marketing Cloud to target cart abandonment shoppers and offering targeted discounts through brand tailored promotions.Post-event strategies such as retargeting and repurchasing campaigns based on consumption patterns to maintain customer engagement.

This week on The Ad Project, Joe Shelerud and Noah Salzl, Account Manager at Ad Advance, discuss key strategies for optimizing ads during and after major shopping events. They cover both upper funnel and bottom-of-funnel strategies to increase traffic, awareness, and conversions. Listeners will learn how to maximize their advertising efforts during these crucial periods.Discussions include: <ul><li>Upper funnel strategies for increasing traffic and brand awareness before major shopping events.</li><li>Switching to bottom-of-funnel strategies on the day of the event to reengage interested customers and drive conversions.</li><li>Utilizing Amazon Marketing Cloud to target cart abandonment shoppers and offering targeted discounts through brand tailored promotions.</li><li>Post-event strategies such as retargeting and repurchasing campaigns based on consumption patterns to maintain customer engagement.</li></ul>

Post-Event Tactics: Maximizing Ad Strategies After Major Shopping Events

In this episode of The Ad Project podcast, Joe and Matt discuss the importance of advertising metrics. They explore the pros and cons of some of the most used advertising metrics such as ACOS and ROAS and emphasize the need to consider alternatives when analyzing advertising performance. Key takeaways:Don't rely on ACOS or ROAS as the sole metrics for evaluating advertising performance. Consider other metrics such as TACoS, Cost per Acquisition, and market share percentage to get a more comprehensive view of effectiveness.Understand the limitations of last touch attribution and how it can skew the results for upper funnel campaigns. Take into account the full customer journey and the impact of different touchpoints when analyzing performance.Consider the lifetime value of customers, especially for products with repeat purchases. Factor in the potential future conversions and the overall profitability of acquiring new customers when setting advertising goals and budgets.Overall, the episode aims to shed light on the various metrics to consider when assessing advertising effectiveness beyond just ACOS and ROAS. 

In this episode of The Ad Project podcast, Joe and Matt discuss the importance of advertising metrics. They explore the pros and cons of some of the most used advertising metrics such as ACOS and ROAS and emphasize the need to consider alternatives when analyzing advertising performance. Key takeaways:<ul><li>Don't rely on ACOS or ROAS as the sole metrics for evaluating advertising performance. Consider other metrics such as TACoS, Cost per Acquisition, and market share percentage to get a more comprehensive view of effectiveness.</li><li>Understand the limitations of last touch attribution and how it can skew the results for upper funnel campaigns. Take into account the full customer journey and the impact of different touchpoints when analyzing performance.</li><li>Consider the lifetime value of customers, especially for products with repeat purchases. Factor in the potential future conversions and the overall profitability of acquiring new customers when setting advertising goals and budgets.</li></ul>Overall, the episode aims to shed light on the various metrics to consider when assessing advertising effectiveness beyond just ACOS and ROAS.

Metrics That Matter: Maximizing Advertising Insights and Impact

This week on The Ad Project, we welcome Marty Weintraub from Aimclear. Marty is an entrepreneur, marketer, photographer, and speaker. He founded Aimclear®, a driven, integrated marketing agency dominant in customer acquisition, winner of 27 US Search Awards including 7X most recent Best Integrated Agency. Credits include Airbnb, Uber, Eurail, PayPal, Venmo, eBay, Dell, LinkedIn, Etsy, Gumtree, Firestone, INC Magazine, Amazon, Carewell, Famous Dave's, Martha Stewart Omni, Intel, Travelocity, DECC, Semrush, Optmyzr, Neustar, Macy’s, GoDaddy, 3M, Siemens, Land's End, and many more. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search &amp; social marketing conference audiences, from Jerusalem to Sydney. In this episode, Marty discusses his agency’s approach to performance marketing, brand building, public relations, and data analytics. Marty shares his valuable insights about the current state of marketing in 2023 and its future. He notes the ongoing changes and challenges in the industry, including layoffs and shifts in resource allocation due to the rise of AI. He describes the cyclic nature of the industry, with professionals moving between in-house positions, agencies, and consultancies.Marty also emphasizes the need for marketers to adapt to the evolving landscape and ensure their skills remain relevant in the age of AI.Overall, this episode provides a glimpse into Marty's background and the current state of the marketing industry with a focus on the impact of AI. Connect with Aimclear: www.linkedin.com/in/aimclear/Connect with Marty: www.instagram.com/martyweintraub/www.facebook.com/marty.weintraub

This week on The Ad Project, we welcome Marty Weintraub from Aimclear. Marty is an entrepreneur, marketer, photographer, and speaker. He founded Aimclear®, a driven, integrated marketing agency dominant in customer acquisition, winner of 27 US Search Awards including 7X most recent Best Integrated Agency. Credits include Airbnb, Uber, Eurail, PayPal, Venmo, eBay, Dell, LinkedIn, Etsy, Gumtree, Firestone, INC Magazine, Amazon, Carewell, Famous Dave's, Martha Stewart Omni, Intel, Travelocity, DECC, Semrush, Optmyzr, Neustar, Macy’s, GoDaddy, 3M, Siemens, Land's End, and many more. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search &amp; social marketing conference audiences, from Jerusalem to Sydney. In this episode, Marty discusses his agency’s approach to performance marketing, brand building, public relations, and data analytics. Marty shares his valuable insights about the current state of marketing in 2023 and its future. He notes the ongoing changes and challenges in the industry, including layoffs and shifts in resource allocation due to the rise of AI. He describes the cyclic nature of the industry, with professionals moving between in-house positions, agencies, and consultancies.Marty also emphasizes the need for marketers to adapt to the evolving landscape and ensure their skills remain relevant in the age of AI.Overall, this episode provides a glimpse into Marty's background and the current state of the marketing industry with a focus on the impact of AI. Connect with Aimclear: <a href="http://www.linkedin.com/in/aimclear/" rel="nofollow" target="_blank">www.linkedin.com/in/aimclear/</a>Connect with Marty: <a href="http://www.instagram.com/martyweintraub/" rel="nofollow" target="_blank">www.instagram.com/martyweintraub/</a><a href="http://www.facebook.com/marty.weintraub" rel="nofollow" target="_blank">www.facebook.com/marty.weintraub</a>

Exploring AI's Impact on the Shifting Marketing Landscape

In this podcast episode, Joe Shelerud and Matt Wiklund discuss various aspects of Amazon’s highly anticipated summer event – Prime Day.Join us as we explore tips and insights to button up your advertising strategy your before, during, and after this crucial event. From crafting offers to leveraging marketing tactics, we provide you with a comprehensive toolkit to maximize your Prime Day success.Key Discussions:Impact of deals on Prime Day performance: Running deals can significantly increase click-through rates and conversion rates, leading to higher orders. Brands that ran a deal saw a 30% increase in conversion rates, while those that didn't run a deal experienced a 13% decline in conversion rates.Advertising strategies for Prime Day: It is advised not to go overboard with bids during Prime Day as high traffic doesn't necessarily translate to higher conversion rates. Keeping bids consistent with the average and preparing for increased budget due to the spike in traffic is recommended.Post-Prime Day effects: After Prime Day, there may be a temporary downturn in traffic and sales due to a "holiday hangover" effect. However, brands that ran major promotions during Prime Day may experience higher traffic and improved organic rankings, leading to post-event sales. 

In this podcast episode, Joe Shelerud and Matt Wiklund discuss various aspects of Amazon’s highly anticipated summer event – Prime Day.Join us as we explore tips and insights to button up your advertising strategy your before, during, and after this crucial event. From crafting offers to leveraging marketing tactics, we provide you with a comprehensive toolkit to maximize your Prime Day success.Key Discussions:<ul><li>Impact of deals on Prime Day performance: Running deals can significantly increase click-through rates and conversion rates, leading to higher orders. Brands that ran a deal saw a 30% increase in conversion rates, while those that didn't run a deal experienced a 13% decline in conversion rates.</li><li>Advertising strategies for Prime Day: It is advised not to go overboard with bids during Prime Day as high traffic doesn't necessarily translate to higher conversion rates. Keeping bids consistent with the average and preparing for increased budget due to the spike in traffic is recommended.</li><li>Post-Prime Day effects: After Prime Day, there may be a temporary downturn in traffic and sales due to a "holiday hangover" effect. However, brands that ran major promotions during Prime Day may experience higher traffic and improved organic rankings, leading to post-event sales. </li></ul>

Mastering Prime Day: Strategies for Success

Join us for this insightful episode of The Ad Project as we welcome Josh Helmer, Account Manager at Ad Advance, to explore a compelling discussion centered around advertising strategies for specific sales events – such as Amazon’s upcoming Prime Day. Key Discussions:Concept of "tent-poling" and its three phases: lead-in, main event, and lead-out.Case study analysis of a supplement company and the importance of understanding impression quantity for effective customer conversion.The power of educating the audience through frequent ad exposure and its positive impact on conversion rate.Strategic approaches during the lead-in period, including targeting upper funnel traffic and utilizing retargeting techniques to maximize event traffic.Value of segmenting the retargeting pool and customizing creatives for different stages of the customer journey.Audience targeting, balancing core and reach audiences, and the significance of allocating sufficient budget for retargeting efforts during high-traffic events.

Join us for this insightful episode of The Ad Project as we welcome Josh Helmer, Account Manager at Ad Advance, to explore a compelling discussion centered around advertising strategies for specific sales events – such as Amazon’s upcoming Prime Day. Key Discussions:<ul><li>Concept of "tent-poling" and its three phases: lead-in, main event, and lead-out.</li><li>Case study analysis of a supplement company and the importance of understanding impression quantity for effective customer conversion.</li><li>The power of educating the audience through frequent ad exposure and its positive impact on conversion rate.</li><li>Strategic approaches during the lead-in period, including targeting upper funnel traffic and utilizing retargeting techniques to maximize event traffic.</li><li>Value of segmenting the retargeting pool and customizing creatives for different stages of the customer journey.</li><li>Audience targeting, balancing core and reach audiences, and the significance of allocating sufficient budget for retargeting efforts during high-traffic events.</li></ul>

Strategies and Insights for Prime Day and Beyond

How do you navigate the process of finding the perfect advertising agency for your brand on Amazon?In this episode, we highlight crucial factors to consider when selecting an agency to manage your Amazon advertising strategy. From understanding core requirements to distinguishing them from optional features, we share valuable insights and provide a list of key questions to ask potential agencies. We also explore best practices for bid optimization, keyword research, campaign funnels, negatives, and placement adjustments.Key takeaways:      Gain a comprehensive understanding of the core requirements and essential features to prioritize when selecting an agency.Evaluate the agency's approach to bid optimization frequency, keyword research strategies, and systematic management of negatives.Take inventory of Amazon advertising products and features the agency is utilizing, compared to what is available.Seek collaborative partnerships with agencies that offer data-driven optimization and have the capability to provide external creative support if required.Recognize the complexity of Amazon advertising and identify the agency that best aligns with your specific needs.Choosing the right agency partner can be a decisive factor for brands aiming to differentiate themselves in a competitive marketplace. Tune in to the full episode as we guide you through the best questions to ask and the critical aspects to consider when looking for an Amazon advertising agency.

How do you navigate the process of finding the perfect advertising agency for your brand on Amazon?In this episode, we highlight crucial factors to consider when selecting an agency to manage your Amazon advertising strategy. From understanding core requirements to distinguishing them from optional features, we share valuable insights and provide a list of key questions to ask potential agencies. We also explore best practices for bid optimization, keyword research, campaign funnels, negatives, and placement adjustments.Key takeaways:      <ul><li>Gain a comprehensive understanding of the core requirements and essential features to prioritize when selecting an agency.</li><li>Evaluate the agency's approach to bid optimization frequency, keyword research strategies, and systematic management of negatives.</li><li>Take inventory of Amazon advertising products and features the agency is utilizing, compared to what is available.</li><li>Seek collaborative partnerships with agencies that offer data-driven optimization and have the capability to provide external creative support if required.</li><li>Recognize the complexity of Amazon advertising and identify the agency that best aligns with your specific needs.</li></ul>Choosing the right agency partner can be a decisive factor for brands aiming to differentiate themselves in a competitive marketplace. Tune in to the full episode as we guide you through the best questions to ask and the critical aspects to consider when looking for an Amazon advertising agency.

Key Considerations for Choosing an Amazon Advertising Agency

Have you ever wondered if your brand or agency is missing out on untapped opportunities with Amazon advertising? This week on The Ad Project we welcome Kyle Slunick, Amazon Advertising Manager / Velocity Analyst for Melissa &amp; Doug and Executive Advertising Coach / Director of Performance Marketing for Private Label Mastery.In this episode, Kyle shares valuable insights from his extensive experience with Amazon advertising, uncovering overlooked strategies and game-changing opportunities for both brands and agencies. Kyle and Joe also discuss the challenges and strategies for growing an established brand like Melissa &amp; Doug on Amazon while maintaining brand protection. They emphasize the need to move away from metrics like ACoS and ROAS and instead focus on metrics like TACoS and lifetime value. A handful of opportunities discussed: Adopting the proper KPI’s that align with your strategies.   Leveraging the "New-to-Brand" metric on Amazon to track and optimize efforts for driving incremental sales and acquiring new customers. Investing in building brand equity and recognition through enhanced content, branding, and customer experience. Monitoring and analyzing competitive landscape and market trends to identify new opportunities and stay ahead of the competition. For more tips and insights to improve your Amazon advertising strategy, tune in for the full episode!   Connect with Kyle: https://www.linkedin.com/in/kyle-slunick-10047a133/ 

Have you ever wondered if your brand or agency is missing out on untapped opportunities with Amazon advertising? This week on The Ad Project we welcome Kyle Slunick, Amazon Advertising Manager / Velocity Analyst for Melissa &amp; Doug and Executive Advertising Coach / Director of Performance Marketing for Private Label Mastery.In this episode, Kyle shares valuable insights from his extensive experience with Amazon advertising, uncovering overlooked strategies and game-changing opportunities for both brands and agencies. Kyle and Joe also discuss the challenges and strategies for growing an established brand like Melissa &amp; Doug on Amazon while maintaining brand protection. They emphasize the need to move away from metrics like ACoS and ROAS and instead focus on metrics like TACoS and lifetime value. A handful of opportunities discussed: <ul><li>Adopting the proper KPI’s that align with your strategies.   </li><li>Leveraging the "New-to-Brand" metric on Amazon to track and optimize efforts for driving incremental sales and acquiring new customers. </li><li>Investing in building brand equity and recognition through enhanced content, branding, and customer experience. </li><li>Monitoring and analyzing competitive landscape and market trends to identify new opportunities and stay ahead of the competition. </li></ul>For more tips and insights to improve your Amazon advertising strategy, tune in for the full episode!   Connect with Kyle: <a href="https://www.linkedin.com/in/kyle-slunick-10047a133/" rel="nofollow" target="_blank">https://www.linkedin.com/in/kyle-slunick-10047a133/</a>

Exploring Opportunities for Brands and Agencies with Amazon Advertising

This week on The Ad Project podcast we welcome Brent Zahradnik, Founder and CEO of AMZ Pathfinder - an Amazon Advertising agency that works with brands to optimize their advertising presence on Amazon, increase conversion rates with content optimization, and drive external traffic from Google to their Amazon product catalog.With over a decade's experience in the eCommerce industry, Brent has a deep understanding of the intricacies of Amazon's algorithms and the best digital marketing practices for helping entrepreneurs and brands succeed in the Amazon marketplace.In this episode, Joe and Brent dive into the ever-evolving landscape of Amazon advertising, from driving external traffic from Google to Amazon listings, to mid and upper funnel strategies.Top 4 Discussion Points:Driving External Traffic: Strategies and benefits of driving external traffic, particularly from Google to Amazon listings. Tracking and Monitoring: Significance of tracking tools to monitor the impact on organic rank and ensure the effectiveness of advertising campaigns. Alternative Metrics: Exploration of metrics such as new-to-brand, lifetime value, and customer acquisition costs to measure the impact of mid and upper funnel strategies.Challenges in Measurement: Challenges of accurately connecting metrics with advertising data and measuring incrementality and market share.Overall, this podcast episode provides insights into driving external traffic to Amazon, optimizing advertising efforts, and measuring the impact of various strategies in the complex world of Amazon advertising.Connect with Brent: https://www.linkedin.com/in/brentzahradnik/?originalSubdomain=frAMZ Pathfinder: https://www.amzpathfinder.com/

This week on The Ad Project podcast we welcome Brent Zahradnik, Founder and CEO of AMZ Pathfinder - an Amazon Advertising agency that works with brands to optimize their advertising presence on Amazon, increase conversion rates with content optimization, and drive external traffic from Google to their Amazon product catalog.With over a decade's experience in the eCommerce industry, Brent has a deep understanding of the intricacies of Amazon's algorithms and the best digital marketing practices for helping entrepreneurs and brands succeed in the Amazon marketplace.In this episode, Joe and Brent dive into the ever-evolving landscape of Amazon advertising, from driving external traffic from Google to Amazon listings, to mid and upper funnel strategies.Top 4 Discussion Points:<ul><li>Driving External Traffic: Strategies and benefits of driving external traffic, particularly from Google to Amazon listings. </li><li>Tracking and Monitoring: Significance of tracking tools to monitor the impact on organic rank and ensure the effectiveness of advertising campaigns. </li><li>Alternative Metrics: Exploration of metrics such as new-to-brand, lifetime value, and customer acquisition costs to measure the impact of mid and upper funnel strategies.</li><li>Challenges in Measurement: Challenges of accurately connecting metrics with advertising data and measuring incrementality and market share.</li></ul>Overall, this podcast episode provides insights into driving external traffic to Amazon, optimizing advertising efforts, and measuring the impact of various strategies in the complex world of Amazon advertising.Connect with Brent: <a href="https://www.linkedin.com/in/brentzahradnik/?originalSubdomain=fr" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/brentzahradnik/?originalSubdomain=fr</a>AMZ Pathfinder: <a href="https://www.amzpathfinder.com/" rel="nofollow" target="_blank">https://www.amzpathfinder.com/</a>

Unleashing Amazon Advertising Potential: Driving Traffic, Measuring Impact, and Achieving Success

This episode is dedicated to highlighting the latest updates and new features in Amazon’s ad console. Throughout the episode, we explore brand insights updates, enhanced data sets for sponsored display campaigns, and the importance of aligning advertising strategies with consumer trends.Top 5 new features mentioned:Enhanced navigation in the Ad Console, consolidating access to sponsored ads, DSP, and other elements in one location.Dropdown menu for navigating between different markets, making it easier to access and manage campaigns in various regions.Ability to add a column for top-of-search impression share on the campaign level, simplifying bid adjustment and placement.Introduction of the Products tab, providing a comprehensive view of ASIN performance metrics, associated campaigns, and ad groups.Brand insights and visual representation of the funnel in the Insights and Planning tab, enabling tracking of brand impression share and comparison to peers in different categories.By leveraging these new features, advertisers can refine their targeting options, create personalized ad experiences, and drive more sales on Amazon. Join us as we unpack these updates and learn how they can elevate your advertising efforts in the dynamic landscape of online advertising.

This episode is dedicated to highlighting the latest updates and new features in Amazon’s ad console. Throughout the episode, we explore brand insights updates, enhanced data sets for sponsored display campaigns, and the importance of aligning advertising strategies with consumer trends.Top 5 new features mentioned:<ul><li>Enhanced navigation in the Ad Console, consolidating access to sponsored ads, DSP, and other elements in one location.</li><li>Dropdown menu for navigating between different markets, making it easier to access and manage campaigns in various regions.</li><li>Ability to add a column for top-of-search impression share on the campaign level, simplifying bid adjustment and placement.</li><li>Introduction of the Products tab, providing a comprehensive view of ASIN performance metrics, associated campaigns, and ad groups.</li><li>Brand insights and visual representation of the funnel in the Insights and Planning tab, enabling tracking of brand impression share and comparison to peers in different categories.</li></ul>By leveraging these new features, advertisers can refine their targeting options, create personalized ad experiences, and drive more sales on Amazon. Join us as we unpack these updates and learn how they can elevate your advertising efforts in the dynamic landscape of online advertising.

A Closer Look at What's New in Amazon Advertising

The digital advertising world is competitive and constantly changing. It’s easy to spend a lot of time and money on your strategy only to feel like you’re missing out on opportunities, especially in the evolving world of Amazon advertising. Joe Shelerud and Matt Wiklund, founders of Ad Advance and digital advertising experts, developed The Ad Project podcast to talk about the complex nature of Amazon advertising and to share data insights and knowledge that help drive key business decisions and ultimately better results from your advertising efforts. Tune in weekly for interviews with industry experts, case studies, conversations about brand building, digital marketing trends, and tips to diversify your advertising strategy - whether or not you sell on Amazon.

This week on The Ad Project… AI &amp; Advertising: Part 2 In this episode, Joe Shelerud and Sean Morgan, Digital Media Manager from Ad Advance, discuss the latest developments in AI and its impact on product search, search traffic, and advertising. They focus on the potential of AI and chatbots in helping users navigate and make purchasing decisions. Overall, the podcast explores the ways in which AI is changing the landscape of marketing and advertising and how businesses can integrate these new technologies into their strategies.Key Discussions:       Latest developments in AI for product search and search trafficIntegration of AI in the market  Conversational aspect of chat GPT and its potential impact on search resultsLimitations of current chatbots and need for a better user experienceShift towards a single platform that combines traditional search, product research, and browsingPotential of AI-generated video and audio ads and how it could democratize advertising.

This week on The Ad Project… AI &amp; Advertising: Part 2 In this episode, Joe Shelerud and Sean Morgan, Digital Media Manager from Ad Advance, discuss the latest developments in AI and its impact on product search, search traffic, and advertising. They focus on the potential of AI and chatbots in helping users navigate and make purchasing decisions. Overall, the podcast explores the ways in which AI is changing the landscape of marketing and advertising and how businesses can integrate these new technologies into their strategies.Key Discussions:       <ul><li>Latest developments in AI for product search and search traffic</li><li>Integration of AI in the market  </li><li>Conversational aspect of chat GPT and its potential impact on search results</li><li>Limitations of current chatbots and need for a better user experience</li><li>Shift towards a single platform that combines traditional search, product research, and browsing</li><li>Potential of AI-generated video and audio ads and how it could democratize advertising.</li></ul>

Part 2: Adapting to AI - Opportunities and Challenges

This week’s episode of The Ad Project is all about AI (specifically ChatGPT) and why it’s changing the game of selling on Amazon.   Joe and Jon Tilley of ZonGuru explore how AI is changing the way we approach tasks in the workplace and why it’s catching so many people’s attention - even though it has been around for years.  More specifically, Joe and Jon discuss optimized Amazon product listings powered by ChatGPT and how utilizing this technology can increase click-through rates. Jon also shares his insights on the various other fields where AI technology is being utilized and how it has become more accessible to the public. Jon also does a quick overview of ZonGuru’s industry-leading keyword tool called Keywords on Fire, which focuses on keyword relevancy. Key Discussions:  The impact of AI technology in Amazon advertising. The accessibility of AI to the general public. The benefits and potential risks of AI. The criticality of click-through rate and conversion in optimizing Amazon listings. The importance of using relevant and specific keywords in listing optimization. A little more background on Jon Tilley and ZonGuru: Zonguru is a technology toolset that helps e-commerce brands and agencies scale on Amazon through data intelligence and automation. Jon launched ZonGuru in 2016 with the goal of creating operational tools that solve Amazon Seller challenges, driving the most significant impact on scaling revenue and profits. Before starting Zonguru, Jon worked for 15 years as an Advertising Strategist for prominent digital agencies in Johannesburg, London, and Los Angeles. In 2014, he launched several successful private label brands on Amazon, which eventually led him to create Zonguru. If you're an Amazon Seller: Follow this link for 20% lifetime discount on any ZonGuru Plan and Period, or to access a 7 day free trial: https://zonguru.link/ADV20If you're an agency:Follow this link for a 21 day free trial: https://zonguru.link/ADV-EPLearn more about ZonGuru: www.zonguru.comConnect with Jon Tilley: https://www.linkedin.com/in/jontilley/

This week’s episode of The Ad Project is all about AI (specifically ChatGPT) and why it’s changing the game of selling on Amazon.   Joe and Jon Tilley of ZonGuru explore how AI is changing the way we approach tasks in the workplace and why it’s catching so many people’s attention - even though it has been around for years.  More specifically, Joe and Jon discuss optimized Amazon product listings powered by ChatGPT and how utilizing this technology can increase click-through rates. Jon also shares his insights on the various other fields where AI technology is being utilized and how it has become more accessible to the public. Jon also does a quick overview of ZonGuru’s industry-leading keyword tool called Keywords on Fire, which focuses on keyword relevancy. Key Discussions:  <ul><li>The impact of AI technology in Amazon advertising. </li><li>The accessibility of AI to the general public. </li><li>The benefits and potential risks of AI. </li><li>The criticality of click-through rate and conversion in optimizing Amazon listings. </li><li>The importance of using relevant and specific keywords in listing optimization. </li></ul>A little more background on Jon Tilley and ZonGuru: Zonguru is a technology toolset that helps e-commerce brands and agencies scale on Amazon through data intelligence and automation. Jon launched ZonGuru in 2016 with the goal of creating operational tools that solve Amazon Seller challenges, driving the most significant impact on scaling revenue and profits. Before starting Zonguru, Jon worked for 15 years as an Advertising Strategist for prominent digital agencies in Johannesburg, London, and Los Angeles. In 2014, he launched several successful private label brands on Amazon, which eventually led him to create Zonguru. If you're an Amazon Seller: Follow this link for 20% lifetime discount on any ZonGuru Plan and Period, or to access a 7 day free trial: https://zonguru.link/ADV20If you're an agency:Follow this link for a 21 day free trial: https://zonguru.link/ADV-EPLearn more about ZonGuru: <a href="http://www.zonguru.com" rel="nofollow" target="_blank">www.zonguru.com</a>Connect with Jon Tilley: <a href="https://www.linkedin.com/in/jontilley/" rel="nofollow" target="_blank">https://www.linkedin.com/in/jontilley/</a>

ChatGPT and Listing Optimization on Amazon

This episode of The Ad Project is all about funnel structure. It can be difficult to figure out where to start with all the different factors involved in choosing targeting types, creatives, along with setting performance expectations for each of the ad types with Amazon Ads. Key discussions from the episode:The three main stages of the advertising funnel and the importance of figuring out where to invest ad dollars.The different ad types available on Amazon: sponsored products, sponsored brands, and sponsored display, and where they fall within the funnel.Examples of different levels of targeting for each ad type, from brand defense to general interest-based targeting.The evolution of Amazon's sponsored display ad type to include audience targeting, which is a different ad product altogether from product targeting.How the team approaches ad strategy by grouping ads by similarity in targeting and performance.The team's recommendation to start at the bottom of the funnel and work their way up to prioritize ad investment based on the product catalog's lifecycle and overarching objectives for the brand.The importance of building an adequate foundation of bottom-of-funnel strategies before targeting top-of-funnel audiences to avoid losing engagement and interest.Listen to the full episode for our full breakdown of the advertising funnel and recommendations for where to start. 

This episode of The Ad Project is all about funnel structure. It can be difficult to figure out where to start with all the different factors involved in choosing targeting types, creatives, along with setting performance expectations for each of the ad types with Amazon Ads. Key discussions from the episode:<ul><li>The three main stages of the advertising funnel and the importance of figuring out where to invest ad dollars.</li><li>The different ad types available on Amazon: sponsored products, sponsored brands, and sponsored display, and where they fall within the funnel.</li><li>Examples of different levels of targeting for each ad type, from brand defense to general interest-based targeting.</li><li>The evolution of Amazon's sponsored display ad type to include audience targeting, which is a different ad product altogether from product targeting.</li><li>How the team approaches ad strategy by grouping ads by similarity in targeting and performance.</li><li>The team's recommendation to start at the bottom of the funnel and work their way up to prioritize ad investment based on the product catalog's lifecycle and overarching objectives for the brand.</li><li>The importance of building an adequate foundation of bottom-of-funnel strategies before targeting top-of-funnel audiences to avoid losing engagement and interest.</li></ul>Listen to the full episode for our full breakdown of the advertising funnel and recommendations for where to start.

The Key to Building a Successful Funnel Structure with Amazon Ads

Consumer behavior – how does it drive your Amazon ads strategy? David Khoshpasand, Amazon Performance Marketing Manager with Hasbro, joins us on The Ad Project podcast to talk through consumer behavior and how research directly ties into marketing and a solid Amazon ads strategy. Key Discussions: Consumer behavior and how it’s a dynamic process that involves several stages, including acquisition, usage, and disposal of products or services. The psychological core and culture's impact on decision-making. In terms of marketing, attention is limited, selective, and divided. Ads need to be in front of consumers multiple times to create familiarity and motivation.   Problem recognition and reference groups also influence decision-making. Using Play-Doh as an example, David discusses how low effort purchases still require marketing to push purchases down the funnel.How mere exposure effects and biases impact consumer behavior. High brand equity does not negate the need for top-of-mind advertising.Amazon Marketing Cloud and how it can help map out customer behavior. Key metrics for upper funnel advertising and brand building.David has over a decade of marketing experience, with extensive knowledge in developing business strategies for growth. David also taught consumer behavior and marketing research at MBU, and is a natural problem-solver with a firm grasp of customers and markets.Connect with David: https://www.linkedin.com/in/dkmarketing/

Consumer behavior – how does it drive your Amazon ads strategy? David Khoshpasand, Amazon Performance Marketing Manager with Hasbro, joins us on The Ad Project podcast to talk through consumer behavior and how research directly ties into marketing and a solid Amazon ads strategy. Key Discussions: <ul><li>Consumer behavior and how it’s a dynamic process that involves several stages, including acquisition, usage, and disposal of products or services. </li><li>The psychological core and culture's impact on decision-making. </li><li>In terms of marketing, attention is limited, selective, and divided. </li><li>Ads need to be in front of consumers multiple times to create familiarity and motivation.   </li><li>Problem recognition and reference groups also influence decision-making. Using Play-Doh as an example, David discusses how low effort purchases still require marketing to push purchases down the funnel.</li><li>How mere exposure effects and biases impact consumer behavior. </li><li>High brand equity does not negate the need for top-of-mind advertising.</li><li>Amazon Marketing Cloud and how it can help map out customer behavior. </li><li>Key metrics for upper funnel advertising and brand building.</li></ul>David has over a decade of marketing experience, with extensive knowledge in developing business strategies for growth. David also taught consumer behavior and marketing research at MBU, and is a natural problem-solver with a firm grasp of customers and markets.Connect with David: <a href="https://www.linkedin.com/in/dkmarketing/" rel="nofollow" target="_blank">https://www.linkedin.com/in/dkmarketing/</a>

Understanding Consumer Behavior for an Effective Amazon Ads Strategy

What will the future of search look like in the world of AI chatbots?In this episode of The Ad Project podcast, we are joined by Sean Morgan, an account manager at Ad Advance, to discuss the impact of artificial intelligence (AI) on the advertising industry. The conversation focuses on the recent developments from chatGPT and Bard (among others) and how search behavior might change or be disrupted as a result.Key Points:   How chatbots from Google, Microsoft, and other companies are changing the market and search behavior.How AI neural network language models like chatGPT and Bard are improving the quality of responses and providing more factual information.Limitations and ethical concerns associated with the use of AI in advertising.How chatbots could potentially make product search easier by cutting down on the research required, and finding the best options based on specific criteria.The potential for integrating advertisements into the question-answer process, which could impact the accuracy of the answers provided.Overall, the conversation is approachable regardless of your knowledge on the topic of AI and offers some valuable insights into the use of AI in the advertising industry.

What will the future of search look like in the world of AI chatbots?In this episode of The Ad Project podcast, we are joined by Sean Morgan, an account manager at Ad Advance, to discuss the impact of artificial intelligence (AI) on the advertising industry. The conversation focuses on the recent developments from chatGPT and Bard (among others) and how search behavior might change or be disrupted as a result.Key Points:   <ul><li>How chatbots from Google, Microsoft, and other companies are changing the market and search behavior.</li><li>How AI neural network language models like chatGPT and Bard are improving the quality of responses and providing more factual information.</li><li>Limitations and ethical concerns associated with the use of AI in advertising.</li><li>How chatbots could potentially make product search easier by cutting down on the research required, and finding the best options based on specific criteria.</li><li>The potential for integrating advertisements into the question-answer process, which could impact the accuracy of the answers provided.</li></ul>Overall, the conversation is approachable regardless of your knowledge on the topic of AI and offers some valuable insights into the use of AI in the advertising industry.

Adapting to AI: The Opportunities and Challenges for Advertisers in a Changing Landscape

In this final episode of our Prosper series, Joe is joined by Sreenath Reddy from Intentwise to discuss the key benefits and use cases of Amazon Marketing Cloud (AMC).AMC allows advertisers to gain extremely granular, event-level, and shopper-level data that can be used to better understand customer interactions with ads on a deeper level.Some of the key items discussed in today's episode include:How AMC can help overcome limitations of last-touch attributionThe benefits of using AMC to better understand customer interactions to various ad strategies.AMC reporting  And much more!Connect with Sreenath: https://www.linkedin.com/in/sreenathkreddy/

In this final episode of our Prosper series, Joe is joined by Sreenath Reddy from Intentwise to discuss the key benefits and use cases of Amazon Marketing Cloud (AMC).AMC allows advertisers to gain extremely granular, event-level, and shopper-level data that can be used to better understand customer interactions with ads on a deeper level. Some of the key items discussed in today's episode include:<ul><li>How AMC can help overcome limitations of last-touch attribution</li><li>The benefits of using AMC to better understand customer interactions to various ad strategies.</li><li>AMC reporting  </li></ul>And much more!Connect with Sreenath: <a href="https://www.linkedin.com/in/sreenathkreddy/" rel="nofollow" target="_blank">https://www.linkedin.com/in/sreenathkreddy/</a>

Uncovering the Benefits of Amazon Marketing Cloud w/ Sreenath Reddy

In this episode, Joe is joined by Keith Hamann, the Director of Marketplaces for Made In, to discuss steps that brands can take to develop an effective advertising strategy on Amazon. Keith shares some initial strategies he implemented when first entering the space, emphasizing the importance of brand guidelines and overall goals in developing a solid roadmap.With over 10 years of experience in digital marketing and e-commerce, Keith has a focus on marketplace growth and management. He was brought on specifically to launch Made In's Amazon channel, which they have been on for a little over a year, and has since expanded to manage their presence on Walmart, including search and advertising catalog.Keith provides a lot of value to the community and shares many great takeaways for brands looking to succeed within the marketplace.Tune in to today's episode to discover the secrets of how brands can effectively break the mold with advertising. Connect with Keith on LinkedIn: https://www.linkedin.com/in/keith-hamann/ 

In this episode, Joe is joined by Keith Hamann, the Director of Marketplaces for Made In, to discuss steps that brands can take to develop an effective advertising strategy on Amazon. Keith shares some initial strategies he implemented when first entering the space, emphasizing the importance of brand guidelines and overall goals in developing a solid roadmap.With over 10 years of experience in digital marketing and e-commerce, Keith has a focus on marketplace growth and management. He was brought on specifically to launch Made In's Amazon channel, which they have been on for a little over a year, and has since expanded to manage their presence on Walmart, including search and advertising catalog.Keith provides a lot of value to the community and shares many great takeaways for brands looking to succeed within the marketplace.Tune in to today's episode to discover the secrets of how brands can effectively break the mold with advertising. Connect with Keith on LinkedIn: <a href="https://www.linkedin.com/in/keith-hamann/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/keith-hamann/</a>

Unlocking the Secrets to Effective Amazon Advertising Strategies for Brands w/ Keith Hamann

In this episode, Joe is joined by Victor Dwyer at the Prosper Show, where they discuss key trends and conversations in the overall space. The main topic of today's discussion is how Amazon sellers can maximize their profitability in 2023 by addressing the challenges posed by inflation, rising advertising costs, and Amazon fees.The conversation covers key strategies that brands can implement to remain profitable and upcoming trends emerging from the event. 

In this episode, Joe is joined by Victor Dwyer at the Prosper Show, where they discuss key trends and conversations in the overall space. The main topic of today's discussion is how Amazon sellers can maximize their profitability in 2023 by addressing the challenges posed by inflation, rising advertising costs, and Amazon fees.The conversation covers key strategies that brands can implement to remain profitable and upcoming trends emerging from the event.

Maximizing Profitability in 2023 - Key Trends & Strategies w/ Victor Dwyer

Video advertising offers a powerful way for sellers to grow their brand and audience on and off Amazon. The different types of video ads available through Amazon advertising provide flexibility and versatility to brands, allowing them to choose the ad type that best suits their advertising goals.In today’s episode, Joe and Erik shared some key factors to consider when creating video ads, along with sharing the benefits behind using video ads to target customers at every stage of the buyer’s journey.Not quite sure where to start with video ads? Let’s dive into today’s episode!

Video advertising offers a powerful way for sellers to grow their brand and audience on and off Amazon. The different types of video ads available through Amazon advertising provide flexibility and versatility to brands, allowing them to choose the ad type that best suits their advertising goals.In today’s episode, Joe and Erik shared some key factors to consider when creating video ads, along with sharing the benefits behind using video ads to target customers at every stage of the buyer’s journey.Not quite sure where to start with video ads? Let’s dive into today’s episode!

Key Factors To Consider When Creating Effective Video Ads

New-to-brand customers are important for sellers as they represent a potential source of future revenue, particularly for products that have a high lifetime value. In today’s episode, Matt and Joe unpacked the importance of new-to-brand customers, why you should care about new-to-brand, and how to measure it. You’ll learn how to optimize your advertising strategy using new-to-brand metrics and how brand building can maximize your lifetime value. With valuable takeaways and metrics highlighted in today’s episode, you’ll want to listen through to the end if you’re looking to take things to the next level! 

New-to-brand customers are important for sellers as they represent a potential source of future revenue, particularly for products that have a high lifetime value. In today’s episode, Matt and Joe unpacked the importance of new-to-brand customers, why you should care about new-to-brand, and how to measure it. You’ll learn how to optimize your advertising strategy using new-to-brand metrics and how brand building can maximize your lifetime value. With valuable takeaways and metrics highlighted in today’s episode, you’ll want to listen through to the end if you’re looking to take things to the next level!

Elevate Your Advertising with Amazon New-To-Brand and Lifetime Value

The digital advertising world is competitive and constantly changing. It’s easy to spend a lot of time and money on your strategy only to feel like you’re missing out on opportunities, especially in the evolving world of Amazon advertising. Joe Shelerud and Matt Wiklund, founders of Ad Advance and digital advertising experts, developed The Ad Project podcast to talk about the complex nature of Amazon advertising and to share data insights and knowledge that help drive key business decisions and ultimately better results from your advertising efforts. Tune in weekly for interviews with industry experts, case studies, conversations about brand building, digital marketing trends, and tips to diversify your advertising strategy - whether or not you sell on Amazon.

The Ad Project

The best podcast episodes on non-current politics. Covering topics such as universal basic income, democracy, poverty & justice and more. For anyone interested in learning more about politics that affect that world, not just now, but in the longer term. Add episodes you're interested into your queue below!

Best Non-Current Politics Podcasts

The best podcast episodes of anyone with an interesting story. With famous guests like Obama, LeBron James, Drake, Oprah Winfrey, Richard Branson, Michelle Obama, Serena Williams, to anyone who has a unique and interesting story to tell. Add episodes you're interested into your queue below!