ASIN Defense Targeting Strategy - Optimizing Your Amazon PPC

Описание: ASIN Defense campaigns with Amazon Advertising are one of our favorites – it’s an awesome strategy!

Basically, it’s a cross-promotion tactic where we push competitors off our product pages and replace their ads with our other products.

Product page impressions are the highest volume on Amazon, and shoppers frequently use the Sponsored Products carousels to compare products, so they typically net a lot of impressions. If someone clicks-through and shows an interest in your products but aren’t ready to convert, then let’s show them an alternative product and keep them in-brand versus giving your competition business.

Even when there is only one parent ASIN, ASIN Defense can still perform for the child ASIN since product targets generate exposure in search results for any keyword the targeted product ranks in the first position for (additional exposure for high value keywords).

The key benefit of ASIN Defense is driving competition out of your listing while providing non-committal shoppers another opportunity to convert, but there are several other benefits:

1. A better/more cohesive listing, better brand awareness
2. Ability to upsell shoppers or get them to purchase complementary items (market basket approach).
2. Expose repeat customers to your other products, etc.
3. Other than variations, there is no real organic substitute.

----CONTENT----

0:00 - What is an ASIN Defense strategy?
0:46 - Benefits of using an ASIN Defense strategy.
1:34 - Prerequisites for a successful ASIN Defense strategy.
2:05 - Why use ASIN Defense?
3:35 - How to structure an ASIN Defense campaign.
4:45 - Typical Results
5:43 - Sponsored Products ASIN Defense Strategy
6:34 - Sponsored Brands ASIN Defense Strategy
6:56 - Sponsored Display ASIN Defense Strategy
8:11 - Where do Sponsored Brands ASIN Defense ads show up?
8:40 - ASIN Defense Final Note