Podcasts about marketing cloud

Discover the journey of Interface as they revolutionize the home furnishings industry by integrating AI and data-driven strategies. In this episode, James Pope, global head of digital marketing and analytics at Interface, shares how the company leverages Salesforce products like MuleSoft, Marketing Cloud, and Sales Cloud to both B2C and B2B customer experiences.  Learn the pivotal role of data governance and AI in their strategic initiatives, and how Interface's approach to blending traditional and digital methods boosts commercial productivity while fostering trust and compliance with global data privacy standards. Join us to explore the future of home furnishings in the digital age. Show Highlights: Interface's innovative use of the B2C brand, Flor, to optimize B2B operations and enhance customer experiences Integration of Salesforce products for seamless, personalized customer journeys in B2B and B2C contexts Emphasis on data governance, AI integration, and global data privacy compliance as critical components of Interface's strategy Use of Salesforce Commerce Cloud as a central hub for dynamic order management and AI-driven recommendations The role of AI agents in improving customer service and commercial productivity at Interface Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. Supporting Resources: James Pope on LinkedIn: https://www.linkedin.com/in/jamespope/  Interface: https://www.interface.com/US/en-US.html  Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/  Join the Commerce Cloud Community: https://sforce.co/commerce-crew Attend Connections 2025: https://www.salesforce.com/connections/ *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Introducing Matterport Marketing Cloud: The Ultimate Hub for Real Estate Agents to Get Listings to Market Faster A single platform for agents and property marketers to order and publish MLS-ready 3D tours, photos, videos, floor plans, and AI-powered descriptions SUNNYVALE, California — Tuesday, February 25, 2025 Matterport, Inc. (Nasdaq: MTTR), a pioneer in digital twin technology and spatial data capture, is making real estate marketing faster and easier than ever with the launch of Matterport Marketing Cloud — a powerful, all-in-one hub designed to help agents create high-impact digital marketing campaigns in just a few clicks. Powered by Property Intelligence, Matterport's proprietary AI, the new Matterport Marketing Cloud simplifies the entire property marketing process by consolidating media creation, editing, distribution, and analytics into one intuitive user-interface that integrates seamlessly with the MLS. With Matterport Marketing Cloud, agents can schedule a Digital Pro package and have a complete ready-to-market listing package delivered within approximately 1 to 2 business days in most major metros. Each package includes: 1. A Matterport 3D virtual tour that immerses buyers in the property 2. High-resolution listing photos 3. A polished, social-media-ready video 4. AI-generated property descriptions tailored for maximum impact 5. Detailed floor plans with precise room measurements 6. "Defurnished" virtual tours and images, giving buyers a clutter-free view of the space With just a few clicks, these assets can be published to the MLS and other platforms, eliminating hours of manual work and helping agents get listings live faster. The defurnish tool makes it even easier to showcase homes at their best by instantly transforming cluttered spaces into clean, open rooms. “From a single Matterport digital twin, Matterport Marketing Cloud can deliver the kind of world-class media-rich marketing package that's typically been reserved for only the most exclusive listings,” said RJ Pittman, Chairman and CEO of Matterport. “And the best part: you don't need to be a tech expert to do it. Matterport Marketing Cloud takes care of everything — so agents can spend less time on manual tasks and more time winning new business.” A Competitive Edge for Agents and Property Marketers Matterport Marketing Cloud puts the power of Matterport's most advanced marketing tools into more agents' hands—helping them stand out in a crowded market. Listings with Matterport 3D tours have been shown to increase engagement and conversion rates, giving agents a clear advantage. Property marketers, including short-term rental managers, can also use Matterport Marketing Cloud to streamline operations and accelerate bookings with professional-grade media. “Agents have told us they need technology that makes them more productive and helps them stand out in an increasingly competitive market,” Pittman said. “Marketing Cloud is the ‘easy button' for real estate marketing —helping agents go live faster, attract more buyers, and close deals sooner.” Part of Matterport's 2025 Winter Release Matterport Marketing Cloud is part of Matterport's 2025 Winter Release, which introduces powerful new tools for real estate agents, contractors, property managers, and designers. Following the 2024 Fall Release, which introduced the AI-powered defurnish tool, the company is now preparing to launch interior design tools that will let users virtually furnish and reimagine spaces — helping buyers visualize the possibilities of every property. Learn more about Matterport Marketing Cloud here. About Matterport Matterport, Inc. (Nasdaq: MTTR) is leading the digital transformation of the built world. Our groundbreaking spatial data platform turns buildings into data to make nearly every space more valuable and accessible. Millions of buildings in more than 177 countries have been transformed into immersive Matterport digital twins to improve every part of the building lifecycle from planning, construction, and operations to documentation, appraisal and marketing. Learn more at: www.Matterport.com and browse a gallery of digital twins at: matterport.com/discover Source: Matterport

In this episode of the Salesforce for Everyone podcast, hosts Anita Jones and Bradley Rice, along with guest developer Warren Walters, delve into the critical yet often underrated topic of Salesforce integrations.   They discuss the significance of integration skills, even beyond popular Salesforce topics like AI and CPQ, and their pivotal role in most Salesforce projects. The conversation covers the basics of integration, different types of tools, and advanced technical aspects such as APIs and data security. Warren further elaborates on the demand for integration specialists and shares resources for beginners. Whether you're an admin, developer, or consultant, this episode offers valuable insights into enhancing your Salesforce capabilities through integrations. Links and Resources: Find Warren's Integration Roadmap and connect with Warren on LinkedIn! You can also find more at Cloud Code Academy to learn to become a Developer. Start learning Salesforce AI with Free AI Certification Training Apply for Free 1:1 Salesforce Career Mentorship Start Your Salesforce Career w/ The Free 5 Day Challenge at TalentStacker.com/Start Follow TalentStacker on LinkedIn! Looking for Community? Join our Free Salesforce For Everyone Facebook Group   Timestamps:   00:00 Introduction and Episode Overview   02:39 The Importance of Integration Skills   04:07 Understanding Integration Skills   06:32 Resources for Learning Integrations   09:10 Custom vs. Point-and-Click Integrations   11:59 Popular Integration Use Cases   15:06 Salesforce's Marketing Influence   19:16 The Value of Integration Skills   27:36 Getting Started with Integration Skills   34:39 Conclusion and Additional Resources

In dieser AOM Shorts Episode sprechen Host Florian Vette und MOVESELL Marketplace Experte Ole Schleth über den Seller-Zuwachs von Amazon, das überraschende Wachstum von Zalando und Galaxus sowie die neusten Updates von Amazon und OTTO. Amazon macht die eigene Retail Media-Technologie nun auch für andere Shops zugänglich. Welche Auswirkungen hat dies auf den Werbemarkt? Für welche Shops ist das besonders interessant und welche Websites werden als erstes angebunden? Marktplatz-Updates: Zalando und Galaxus überraschen mit starken Wachstumszahlen, während Wayfair nach 15 Jahren den deutschen Markt verlässt. Was bedeutet das für den Möbelhandel und den Marktplatzwettbewerb? Außerdem teilt Florian die Ergebnisse einer neuen GFK Studie zu Online-Bewertungen. Wie wichtig sind Bewertungen für eine Kaufentscheidung? Welche Relevanz haben Online-Bewertungen auch für den stationären Handel und für wen sind Rezensionen besonders entscheidend? Im Deep Dive spricht Ole unter anderem über einige Innovationen: OTTO launcht Live-Shopping im Auto und investiert in eigene DSP-Lösungen. Auch bei Amazon gibt es Technologie-Updates. Mit einem KI-basierten SQL-Generator erleichtert Amazon die Datenanalyse in der Marketing Cloud – ein Gamechanger für Marketer! Zusätzlich können jetzt Kaufdaten in der AMC bis zu 5 Jahre rückwirkend analysiert werden.

¿Conoces la diferencia de Marketing Cloud Engagement vs Marketing Cloud Growth? En este episodio tenemos como invitado especial a Rodrigo Santander, Marketing Cloud Solution Architect y nos acompaña desde Mexico. Estuvimos conversando sobre la diferencias entre Marketing Cloud Engagement y Growth, conociendo su opinión sobre esta estrategia y cómo sacarle provecho. A su vez, Rodrigo lidera una de las comunidades de Marketing en Español de México. Quieres conocer más? https://bio.link/sfmcenespanol Podrás encontrarnos en Spotify, Apple Podcast y Google Podcast

In this episode, we delve into the journey of Tracie Pruden, the visionary CIO of Advanced Turf Solutions, as she revolutionizes the green industry through technology. With a background as a Salesforce consultant, Tracie has spearheaded the digital transformation at Advanced Turf, implementing Salesforce CRM, expanding into Marketing Cloud, and launching successful e-commerce platforms. We explore the challenges and triumphs of transitioning from B2B to D2C sales, particularly during the surge in DIY lawn care amid COVID-19. Tracie shares insights into the unique B2B sales environment, emphasizing the crucial role of knowledgeable sales consultants and the strategic use of technology to enhance customer relationships and service. As the company plans to expand its fulfillment capabilities across 30 locations, Tracie discusses the innovative strategies driving growth and the exciting future of Advanced Turf Solutions. Show Highlights: Implementation of Salesforce CRM and expansion into Marketing Cloud. Launch of a direct-to-consumer (D2C) e-commerce platform. Challenges and strategies in launching both B2B and D2C e-commerce platforms. Future expansion plans for fulfillment across 30 locations. Leveraging a small team of agents to enhance customer service and manage growth. Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. Supporting Resources: Join the Commerce Cloud Community: http://sforce.co/commercecrew To learn more about Commerce Cloud Innovations, go here: https://www.salesforce.com/commerce/innovations/  Would you like to be on the podcast or do you know someone who should? Submit a nomination here: http://sfdc.co/podnomination.  *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Shreesha Ramdas, a successful serial entrepreneur and angel investor, shares his investment approach, which focuses on the individual stories of entrepreneurs rather than just their business ideas. He discusses the changing face of entrepreneurship in India and highlights the significance of community for founders through the story of how Funda, a thriving community of founders, investors, and operators, came to life.In this episode, you'll learn:[2:17] “Silicon Valley—what I call Disneyland for tech—completely transformed my mindset.” - Shreesha Ramdas [5:36] New challenges for Indian entrepreneurs building global solutions[13:36] Founder stories matter[19:30] Funda: Building a strong community where founders can learn from each otherThe nonprofit organization Rajan is passionate about: FundaAbout Shreesha RamdasShreesha Ramdas is a seasoned entrepreneur with a proven track record of launching and scaling products in highly competitive markets. He is the CEO and Founder of Lumber, a workforce management platform tailored for the construction industry. Previously, Shreesha was the CEO and Co-Founder of Strikedeck, a customer success automation company that was acquired by Medallia. Before Strikedeck, he served as GM of the Marketing Cloud at CallidusCloud and Co-Founder of LeadFormix, which was acquired by CallidusCloud. Shreesha also held leadership roles at Yodlee, OuterJoin, Catalytic Software, MW2 Consulting, and Tata. In addition to his entrepreneurial ventures, he actively invests in and advises several growth companies, including Workato, Enact, RevvSales, and others.Subscribe to our podcast and stay tuned for our next episode.

In this episode of the Six Five Podcast Enterprising Insights, host Keith Kirkpatrick discusses the key highlights, areas of emphasis, and takeaways from Dreamforce, Salesforce's annual user conference. He discusses Agentforce, enhancements to Data Cloud, and the Salesforce Foundation program, among other announcements from the show, and closes out with his weekly Rant or Rave segment.   

¿QUIERES SER UN CONSULTOR DE MARKETING CLOUD? ¿QUIERES CONOCER LOS RETOS QUE TIENE UN CONSULTOR MARKETING CLOUD? En este episodio tenemos como invitada especial a Yeraldine Martinez nos acompañó desde Perú, es nativa de Venezuela y es Arquitecta de Marketing Cloud. Estuvimos conversando en cómo convertirte en un consultor, pero el principal foco fue en las habilidades, retos y en qué no debes hacer como consultor. Es un episodio con mucha información de valor donde podrás obtener muchos tips para tu carrera. Podrás encontrarnos en Spotify, Apple Podcast y Google Podcast ✨¡Nuestro principal objetivo es impulsar el contenido en español!

日本のIT市場は約15兆円規模ですが、SaaSの占有率は10%未満です。エンタープライズ向けSaaS（エンプラSaaS）は成長余地が大きいものの、展開に苦戦する企業も多くみられます。エンプラSaaSの成功には、需要創出からポストセールスまで戦略の大幅な変更が必要で、その中でプロフェッショナルサービス（PS）の役割が重要となります。本セッションでは、Oracle、Salesforce、Veeva JapanにてPS経験豊富な大村さんをお迎えし、PSの定義や重要性、エンプラSaaSにおけるPSの必要性、採用・組織戦略について議論しました。 ハイライト 大村さんの約30年間に及ぶプロフェッショナルサービスのご経歴 大手ソフトウェア企業の日本市場はこの十数年間でどう変化してきたか Veeva Japanに入社された背景や決め手 プロフェッショナルサービスのミッションについて、業務内容はどのようなものか 受注から契約、導入支援などのフローの中で他の職種との連携について BPOやビジネスコンサルやカスタマーサクセス・サポートとの違いとは？ プロフェッショナルサービスの具体的なKPIについて PSの組織化や採用はどのように行っているか 入社後からのオンボーディングはどのようにプラン化されているか 大村耕平 Veeva Japan 株式会社　VP, Japan Commercial Professional Services 日本のプロフェッショナルサービス責任者である大村耕平は、ソフトウェアIT業界で約30年の勤務経験があり、顧客の業務改善や製品の有効活用促進するプロジェクトでプロジェクトオーナー、プロジェクトマネージャーとして多くの成功経験を持っています。Veeva入社前は、セールスフォースでMarketing Cloud製品のプロフェッショナルサービス執行役員として導入プロジェクトの責任を担っていました。また、セールスフォース以前は、日本オラクルにてミドルウェアコンサルティング、SaaSコンサルティング本部長としてサービスの提案から導入までの責任を持ち、お客様の成功と共にチームを成長させて来ました。

Today on the Salesforce Admins Podcast, we talk to Chris Zullo, Global Practice Director of Customer 360 and Marketing at AllCloud. Join us as we chat about integrating Marketing Cloud and Data Cloud and how you can do more with your data. You should subscribe for the full episode, but here are a few takeaways […] The post Enhancing Customer Engagement with Salesforce Data Cloud appeared first on Salesforce Admins.

We're back with another episode of the Weekly Buzz with Helium 10's Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, talk about Helium 10's newest features, and provide a training tip for the week for serious sellers of any level. Amazon launches Amazon.co.za in South Africa https://www.aboutamazon.com/news/retail/amazon-south-africa Amazon announces the launch of Amazon.ie in Ireland in 2025 https://www.aboutamazon.com/news/retail/amazon-ireland-store-launch It's getting harder to avoid commercials: Amazon joins other streamers with 'pause ads' https://www.usatoday.com/story/money/2024/05/08/amazon-prime-video-pause-ads/73614614007/ Walmart shopper data will soon feed targeted ads on Disney Plus and Hulu https://www.theverge.com/2024/5/8/24152172/walmart-disney-plus-hulu-targeted-ads Amazon Marketing Cloud now supports offline sales insights https://advertising.amazon.com/en-us/resources/whats-new/amazon-marketing-cloud-now-supports-offline-sales-insights/ Starting in March 2024, Amazon began rolling out a new experience designed to make it simple for sellers to comply with certification requirements related to the US INFORM Consumers Act.  Now, starting in May 2024, if you have 200 or more transactions or $5,000 or more in revenues during a continuous 12-month period, you may receive a formal notification to review and certify that your business information is correct.  However, you do not need to wait to receive the formal notification and can take action now to avoid the risk of account deactivation later which could affect your upcoming sales events. The episode continues with a must-attend call to action for all sellers aiming to refine their competitive edge: the Elite Workshop in Madrid, Spain. We've got an impressive lineup of speakers who will share invaluable insights on strategies for success on Amazon and Walmart. Tune in for Bradley's tips on harnessing Helium 10's Insights Dashboard for effortless competitor tracking, covering everything from pricing to sales and keywords. And don't miss out on the discussion about the critical role of click-through rates versus conversion rates, using Helium 10's Chrome Extension with Amazon Brand Analytics data to illustrate why attracting clicks is only half the battle in e-commerce. Discover the power of coupling high clicks with strong conversions, ensuring your products don't just catch the eye but also seal the deal. (Time Stamps) -  In this episode of the Weekly Buzz by Helium 10, Bradley covers: 00:45 - Amazon South Africa Launch 01:50 - Amazon Ireland 03:37 - Prime Video Ad Update 05:52 - Walmart Video Ads 07:34 - AMC Update 08:33 - INFORM Act 2024 10:42 - UPS Ground Saver 11:34 - Instagram Integration 12:45 - Seller Workshop In Madrid, Spain 13:42 - Pro Training Tip: Competitor Tracking Using Helium 10 ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript   Bradley Sutton: Amazon has launched a marketplace in two new countries. There's soon going to be another way to use sponsored TV ads. Make sure you confirm your seller information with Amazon so you don't get your account suspended. These stories and more on today's Weekly Buzz how cool is that? Pretty cool, I think.   Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz, where we give you a rundown of all the news stories that are going on in the Amazon, Walmart and e-commerce world and we give you training tips of the week that'll give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing. All right, let's go ahead and hop right into the news stories Now. The first one is actually about a new marketplace that has launched. All right, there was a while where Amazon was launching marketplaces left and right. Then there was like a year or two where it seemed like there wasn't many new after the ones that launched in, like Poland and Netherlands, et cetera. And now we have a article from Amazon entitled Amazon launches Amazon.co.za in South Africa. All right, so Amazon has now launched and customers in South Africa can now shop on this website that I just mentioned, and they've got desktop browser, mobile browser, everything. Well, there's 20 different product categories that they have, and they actually get free delivery on their first order and then free delivery for any subsequent orders above 500 of their currency, which is about 27 US dollars. Interestingly something different in South Africa, they receive their status updates via WhatsApp. All right, so that's how they can track their orders there, and they also have hassle-free returns. So here's another English language-based country that is opening up, and so, as the opportunity to sell there come for foreign sellers might be a little bit easier to get your listings ready for that market.   Bradley Sutton: Speaking of English-based countries where Amazon is expanding to, another announcement was made this same week, again from Amazon, entitled Amazon announces the launch of Amazon.ie. You guys know where that is Amazon.ie in Ireland. All right, not this year, but next year, 2025, amazon is going to launch there. Now, this article mentioned how there's already a lot of people in Ireland who are searching on Amazon, but they're having to search from other countries, and so now there is going to be a dedicated Amazon marketplace in that country. Now, right off the bat, there's going to be a lot of local sellers who will be able to take advantage of that platform. This article says that there's already over 1,000 small and medium-sized Irish businesses already selling on Amazon and they generated over 150 million euros in export sales in 2022. So, you know, sometimes when they launch new marketplaces, there's like a slower rollout or a local rollout that you know starts before the major rollout. So I would assume, if things go similar to these other launches, you know some local sellers might have first access to be able to sell on that marketplace, but again another marketplace where it's English language based for the most part and you're not going to have to, you know, go through some like heavy duty translations to get your listings live in that country. So what about you? Any? Do we have any Irish sellers who are selling in other marketplaces Amazon UK or Amazon USA? Are you looking forward to having your own Amazon Ireland? Let us know in the comments below.   Bradley Sutton: Next article, also about Amazon, and this is about advertising. So we this article is actually from the USA Today and it's entitled it's Getting Harder to Avoid Commercials. Amazon Joins Other Streamers with Pause Ads. So what is the pause ads mean? So that's like, let's say, you're watching a streaming program and you hit pause. Got to go to the bathroom or you're doing something on your phone or whatever, so you hit pause. Well, instead of just the screen pausing, now there's going to be ads that will be visible and also shoppable carousel ads that are going to play during scheduled commercial breaks on Amazon Prime Video. Ads on Prime Video is nothing new, you know. This article reminds us that. Hey, earlier this month, you know, prime Video started to push advertisements on its basic tier viewers and remember it costs $8.99 per month or $14.99 per month as part of Amazon Prime, and then you have to pay $2.99 a month more if you don't want to see these ads. Now, ads on streaming television is nothing new. You know, like Hulu, peacock have these pause ads before, and so now Amazon is doing it.   Bradley Sutton: So the three types of ads that USA Today reports that Amazon is going to have number one carousel ads. It's going to pop up in a sliding lineup during prime video ad breaks and pause ads, which I just mentioned. If a show, movie or even a live sport is paused, there's going to be these like translucent, transparent ads that'll have brand messaging and imagery and even add to cart buttons on there and then brand trivia ads. That one I'm not sure about, but it says it's going to share facts about the brand with the viewers while also giving them opportunities to add the product to their Amazon cart. So again, if you, I'm just wondering, you know, has anybody been using amazon sponsored tv? These are things I might not even have mentioned in in weekly buzz a couple years ago, because no regular sellers would be able to have, you know, be able to qualify for this kind of advertising. But now, with sponsored tv, it's kind of made it available to even smaller sellers. As a matter of fact, I just started the sponsored tv campaign in project x and was able to do it for like $20 a day budget, so even smaller sellers are able to get into this.   Bradley Sutton: Now, speaking of streaming video ads not to be outdone. Walmart made an announcement this week on the Verge. Isn't it funny how Amazon will announce something, then Walmart will do the same, or Walmart will announce something. A few days later there's going to be an Amazon announcement about something similar. It's like they don't want the other one to one-up each other. Right. I love it. It's great for us consumers out there that they're competing for new features and good for sellers, giving us new opportunities to advertise, right? Well, Walmart here in this article from the verge, says Walmart shopper data will soon feed targeted ads on Disney plus and Hulu. All right, so now, uh, information about shoppers, both in store and also those who shop on Walmart.com are going to be kind of like shared um for Disney's streaming portfolio, which includes Disney plus and Hulu. Now this article says, as part of this deal, Walmart advertisers will be able to match the retailer shopper data with Disney's audience graph tools, helping them target audiences and measure data better Now, I'm not sure you know and measure data better.   Bradley Sutton: Now, I'm not sure you know how you know, if a regular you know Walmart sellers, how many of them can participate in this. But again, it's just interesting to me to see where we're coming. You know, three, four or five years ago, not only were people not even selling on Walmart, but you know, nobody would have dreamed that. Oh yeah, let's go ahead and maybe put some of my Walmart products on Disney show or a Hulu show. There was, no, I don't even know if there was a Hulu like four or five years ago. But anyways, it's just interesting how you know the ecosystem of advertising and streaming is progressing and it's affecting, you know, amazon and Walmart sellers Going back to something advanced.   Bradley Sutton: Now. This might only affect some of you, but I wanted to bring it out those of you who are using Amazon Marketing Cloud. Amazon Advertising announced this week that AMC, amazon Marketing Cloud, now supports offline sales insights. All right, so to get this, you subscribe to something called NCS CPG Insight Stream. It's a paid feature in AMC. Now, the difference of what this is providing compared to before, well, well, you know, you could use AMC to be able to see hey, how is our ads impacting online engagement of what you know our consumers are doing after they view our ad? But now it's going to you're going to be able to measure the impact of offline sales. All right, I'm not going to go too deep into this because I know it only affects. You know very few of you are of the level that you're doing AMC, but if you are, make sure to take a look at the article that I linked to below about this and see if this is something that you could leverage Now, something that affects every single third-party seller on Amazon.   Bradley Sutton: Some of you already might have got it, but you saw the announcement that, hey, you've got to review your business information for Inform Act requirements. Inform Act that's a law here in the United States where you've got to confirm your contact details and your address and stuff. It's hard to believe it's been a year already since this came out. We talked about this a lot in the weekly buzz last year, where, you know, amazon was like sending all these like warning messages hey, you might get your account suspended if you don't do this. Well, now you're you're starting to see these notifications come up again and you need to act on it right away. So what the threshold is is starting last month. If you've got 200 or more transactions or $5,000 or more in revenue during a continuous 12 month period, you are going to get this notification that you have to review and certify your business information. This is not just some Amazon rule. This is like the law you know, like any marketplace is going to have it. I'm sure Walmart will have something similar as well. However, you don't need to wait for the notification. All right, you can go to your account health page, all right, and review your account information. If you look in your news on your seller central dashboard, you can get the link where to check this and you're going to be able to kind of like proactively do it because, let's say, you do get that notification. Well, you only have 10 days, all right, in order to certify this information. Now there's a lot of questions that sellers are having about this, like you know different scenarios. So um Shivali has been writing a blog about this with all your frequently asked questions. By the time you're watching this, if you're watching this live, I'm not sure it'll be available yet, but sometime later on today, Thursday, go to h10.me/blog and you should see it towards the top a blog article about the INFORM ACT. It's going to have the links where you can go check in your Seller Central dashboard. It'll have pretty much the answer to any question you might have about this. So make sure to go to h10.me forward slash blog later today and you will be able to get more information about what you need to do to make sure your account does not get suspended.   Bradley Sutton: Another small announcement from Amazon Seller Central. Last week we talked about a new FedEx service that you can buy if you're doing merchant fulfilled FBM Right. Well, now you also can do UPS ground saver. That's like one of the cheapest forms of shipping for UPS for residential deliveries, all right. So you, it's a new option that you can go ahead and buy shipping labels for UPS ground saver All right, and I didn't even know this. Uh, ground saver actually deliver seven days a week. I was like, what UPS delivers on Sunday? Didn't, didn't realize that, all right. Um, you can even deliver two PO boxes. Uh, with this, all right. So you know, like you know, normal UPS, you can't really deliver UPS, but I think what this does is like transfers it to post offices or something like that. But anyways, check out the Seller Central dashboard. You'll get more information on this. I'm all about shipping.   Bradley Sutton: Next article is not really an article, but you guys remember last year, like about last November in the weekly buzz. Remember last year, like about last November in the weekly buzz, I talked about this news article that came out that said hey, meta is letting Amazon shoppers buy products on Facebook and Instagram without leaving the app. So this was something that CNBC and other articles were reporting way back in November of last year. Well, if you look on LinkedIn, our Serious Sellers podcast, buddy Liran, he's talking about how he's actually now seeing it in his Instagram account. He had a video here that that showed how he was on his Instagram and there was an ad that he saw and then it allowed him to sign in, while he was still on Instagram, to his Amazon account and, you know, able to purchase that product. So he had a lot of like discussion, uh discussion on his LinkedIn about, you know what he thinks is coming, uh, if this really is rolling out, or maybe he's just special. I'm not sure, and that's why he got to see. I haven't seen this yet, but you know, like I said, it was announced way back in November and so, hopefully, maybe this is finally going to get rolled out. We might see some more official announcements about how, uh, amazon sellers are going to be able to leverage advertising on Instagram, perhaps even in Facebook. Yeah, it's going to open up a world of opportunity. Uh.   Bradley Sutton: Last thing, I just want to remind you guys, uh, in a few weeks, I'm going to be in Madrid, Spain, with a lot of other sellers, all right, so make sure to sign up. I don't care if you live in the United States. If you can make it to Madrid, get out there. If you're in Europe, man, that's like a $60 Ryanair flight away. Hang out with us in Madrid, Spain, we are doing our Elite Workshop, normally only open to Elite members, but we're opening it up to others, together with AVASK. We've got some amazing speakers like Leo Sgovio, Alina, Carrie, we've got Vincenzo Toscano. We're going to be talking about a lot of high-end Amazon and Walmart strategy. We're going to have a lot of networking opportunities. Really looking forward to our first ever event in Spain. So if you'd like to get there, make sure to go to h10.me/elitespain.   Bradley Sutton: All right, let's get into our training tip of the week, and this one is about a couple of things I want to highlight, and the first thing is about competitor tracking. This, I think, is something that people sleep on. I think you know competitor tracking is not new. A lot of people have been doing it, but it's a manual process, like what kind of things do you want to track with your competitor? Do you want to track if they're getting sales from new keywords that you might not know about? Well, what do you do? You probably run Cerebro once a week on them, or once every other week or something. Do you want to check if they have price changes, like they're lowering their price or raising their price, maybe they're running a coupon, maybe their category is changing, maybe If you're monitoring that, you're probably like having somebody go to their Amazon page and refreshing it or something, right? Well, remember, you don't have to do that.   Bradley Sutton: So, Helium 10 members, diamond and up, you've got access to what we call the insights dashboard. So how you can have Helium 10, do all this work for you is just go to your dashboard, go to one of your products, click the arrow that opens up the details of it, and then go to the competitors tab and make sure to add competitors. All right, so you can see right here those of you watching on YouTube. I added four main coffin shelves right here that I'm monitoring and I now will know, hey, if any of these coffin shelves change their price, or maybe their sales get better than mine, or sales get worse than mine, or maybe other fulfillment type changes, or maybe they start running the coupon or maybe they end a coupon. I'm going to see that.   Bradley Sutton: In addition, if they start getting sales from a new keyword that I might not have in my listing, I can actually get a notification of that. I don't have to go checking Cerebro all the time. So how I did that was I went here to my insights and I hit insight settings at the very bottom, and in insight settings I was able to make new insights. Where I do that, there's two kinds. The keyword one is right here. Under keyword, I select the thing that says keyword suggestions based on my competitors, and after I select that, I can set the parameters where I can say, hey, if I'm not ranking for a keyword but one of my competitors is ranking from one to 20 or whatever ratio I want, it's going to give me a notification that they're on page one for that keyword. The other one here is under competitor. I can start selecting things like competitor changed their price, or they started or ended a coupon, their performance changes. That could be anything from their BSR is more or less than mine, the review count increases by a certain percentage, their sales increase by a certain percentage, or maybe I want to see when they change their listing, like their title or their main image, their category, their subcategory. And so we've got all of these options that allow you to set these notifications so that we're doing the work for you and you're not having to go constantly every day refresh the listing to see what your competitors are doing.   Bradley Sutton: One more thing, speaking of competitors, you know I've talked about this before, but to me this is just like an amazing asset. Whenever you are going on Amazon, this is like one of the things that I look at, and anywhere, as long as you have the Helium 10 Chrome extension installed in the search results. Now you are going to see a blue bar above the three products that are the brand analytics top click for the previous week. All right, so you'll? You'll say ABA most click, number one. This is super, super insightful, because now it's not just a matter of oh, I think the products that are performing best for this keyword. Maybe they're the ones at the top, or maybe they have the most sales or whatever. No, I can literally get the information from Amazon, from brand analytics. Now, the only way you'll see this is if your account has brand registry, because by Amazon terms of service, we can only show it to those who have brand registry. But you can now see which are the most click. And not only that if you put your mouse over that ABA most clicked, it's going to tell you what the conversion percentage is like, like the one that was most click. Look at that. They only have this coffin shelf has only 7% of the sales. Now this one that was the second most click they've got 38% of the sales.   Bradley Sutton: Now take a look at this one. Here's the third most clicked. It's actually a makeup shelf. So you might think, oh man, this person probably has a third most sales on this page. If I mouse over it, even though they're the most third most clicked, I can see that here they have 0% of the conversions in a full week. So, like I'm not even worried about that coffin shelf, if they're not getting any sales, let them have all the third most clicks on the page, because people aren't liking what they have, right? So, really, really beneficial tool that is available if you have the Chrome Extension. All right, guys. That's it this week for the Weekly Buzz. Hope you found this insightful and make sure to join us next week to see what's buzzing.

Prepare to unlock the secrets of the Salesforce ecosystem with our esteemed guests, industry veterans Fred Cadena and Anna Papas, as well as our cherished regulars, Josh Matthews and Vanessa Grant. This episode promises a trove of insights as we dissect Salesforce products like Financial Services Cloud and Marketing Cloud, and delve into the game-changing Velocity acquisition—revolutionizing industry cloud specialization. Anna doesn't hold back as she shines a light on the crucial role of personalized marketing in banking, while we collectively ponder the hurdles and future of financial services within Salesforce amid privacy concerns and a fluctuating economy.Imagine a world where the strategic goals of financial institutions blend seamlessly with the prowess of AI, a world we bring to life in our vibrant discussion. Banking and AI advancements take center stage as we share personal anecdotes that underscore the significance of tailored customer engagement strategies. Our guests peel back the layers of Salesforce's Einstein features, exploring their potential while maintaining the sanctity of data privacy. We also breach the topic of generative AI's role in marketing, emphasizing the importance of pristine, consolidated data for the most effective AI deployment.As our conversation unfolds, we connect the dots between marketing and sales, drawing inspiration from how juggernauts like IBM and Cognizant have reimagined their strategies. Discover how Marketing Cloud has transformed client interaction, and weigh in on the perennial debate: should sales precede marketing or vice versa? We spare no details as we confront the challenges Salesforce Account Executives face in a market brimming with competition, and we uncover the interviewing nuances that can make or break a candidate's chances. Closing the loop, we highlight the ascent of Revenue Operations, a vital element in harmonizing sales, marketing, and customer success for sustainable organizational growth.

Meet Vicki Poponi, former C Suite Executive at Honda, now automotive industry advisor with Salesforce! SHe shares her firsthand experience with Salesforce as a game-changer in the automotive industry. Discover how Salesforce, a global force for over 24 years, is transforming automotive dealerships with its innovative solutions. Vicki delves into the essence of Salesforce for dealers, highlighting its versatility and customization capabilities. Learn how Salesforce provides an out-of-the-box solution that covers 80% of dealership needs, allowing for seamless customization through their App Store. Explore how dealers can tailor their client systems without the hassle of complex integrations, thanks to Salesforce's open API that enables developers to create add-on features. Unravel the power of Salesforce's Auto Cloud tailored for automotive dealers, starting from the Marketing Cloud and expanding into a comprehensive platform beyond traditional CRM capabilities. Dive into the vision of Salesforce for better customer experiences, focusing on creating seamless transitions and enhancing customer interactions throughout the sales journey. Discover how Salesforce empowers businesses to build personalized systems that align perfectly with their unique requirements, without the need for extensive IT support. Explore the limitless possibilities of Salesforce's platform, designed to elevate sales operations and drive exceptional customer engagement in the competitive automotive landscape. Tune in to gain valuable insights from Vicki's perspective on leveraging Salesforce to revolutionize automotive sales processes and deliver unparalleled customer experiences that drive lasting success in the industry. Dealer Talk with Jen Suzuki Podcast |Jennifer@edealersolution.com | 800-625-1590 | edealersolutions.com

Join us as Destaney Wishon, a trailblazer in Amazon PPC marketing, sits down to share her meteoric rise in the eCommerce sphere. Her story isn't just about mastering click-throughs and conversion rates; it's a narrative woven with the threads of challenges, triumphs, and the evolving role of women in this industry. Destaney's practical Amazon PPC tips are a goldmine for anyone looking to excel in the Amazon selling space.   We also take you behind the scenes of choosing the right PPC agency for your Amazon business. Navigating the complexities of today's ad metrics requires more than a superficial understanding of the platform—it demands a strategic partnership with experts who eat, sleep, and breathe Amazon's Ad Console. In this candid exchange, we dissect the importance of education in the craft of PPC, the unforeseen benefits of handling diverse accounts, and how free audits can sometimes be the key to scaling your brand. Find out why a deep dive into agency selection could make all the difference for your advertising strategy.   We wrap up with an exciting discussion on the newest tools and tactics shaping Amazon advertising, from Amazon's Marketing Cloud to the ethical landscape of competitive PPC strategies. Destaney and Kevin also contemplate the seismic shifts AI is creating in search and ad creatives, forecasting how these changes might dictate future marketing campaigns. Stay tuned for a wealth of knowledge that might just revolutionize your approach to connecting with consumers on the world's largest online marketplace. Whether you're a seasoned marketer or just starting out, this episode is packed with the kind of insights that can turn advertising into an art form.   In episode 388 of the AM/PM Podcast, Kevin and Destaney discuss: 04:27 - Women's Representation in the Amazon Space 06:21 - Agency Selection and Amazon Advertising Expertise 09:49 - PPC Audit Qualification Process  17:59 - Amazon Advertising Opportunities and Challenges 18:51 - Common Misconceptions in Amazon Advertising  21:55 - Targeted Marketing Strategies for Brands 29:14 - Driving Sales Strategy for Amazon Brand 35:08 - Amazon Advertising Strategy Insights  37:10 - Analyzing Brand Metrics for Industry Comparison  40:11 - Cost Per Acquisition and Lifetime Value 43:26 - Analyzing Amazon Advertising Strategies  47:05 - Impact of AI on Amazon PPC Strategy 50:21 - Amazon's AI-Driven Advertising Strategies  57:30 - Amazon Advertising and Stage Presence  59:50 - Kevin's Words Of Wisdom

Episode Notes/Resources: In this episode of Ad Victoriam's Salesforce Simplified, we're talking with Salesforce Ben's Operations Director, Lucy Mazalon, about the differences between Salesforce's Account Engagement (Pardot) and Marketing Cloud.  The reason we've called on Lucy for this topic is that she is an 11x certified Marketing Champion and the founder of The DRIP, Salesforce Ben's sister blog for marketing professionals. Lucy Mazalon on LinkedIn:  http://tinyurl.com/45ca9j9k Salesforce Ben: 
https://www.salesforceben.com/
 The DRIP on LinkedIn: http://tinyurl.com/3zdavd3a Subscribe to The DRIP Newsletter: http://tinyurl.com/bdhkvtf7

In this episode, we have a conversation with the exceptional Mauricio Silva, who shares his inspiring shift from a full-stack developer to a Salesforce architect extraordinaire. Mauricio's endorsement of Commerce Cloud as the ultimate customer interaction hub is an eye-opener for anyone interested in the forefront of customer experience technology. As someone who has steered projects in diverse domains, from service to financial cloud, Mauricio offers a rich repository of knowledge on the prospects within Salesforce's vibrant landscape. The episode offers an analytical look into how the pandemic has magnified the indispensability of digital commerce solutions like Commerce Cloud and Marketing Cloud. Mauricio then turns the spotlight on the burgeoning Salesforce community in Brazil and the significance of knowledge sharing in nurturing a well-informed and inclusive tech community across Latin America. Mauricio's encouraging message to connect with the Salesforce community is an invitation to embrace the future of e-commerce as Commerce Cloud establishes itself as an integral player in evolving business landscapes. Show Highlights: How major companies like ExxonMobil and Coca-Cola utilize Salesforce, particularly Commerce Cloud, to enhance their customer journey. The opportunities and importance of specialization in Commerce Cloud and Marketing Cloud within the Salesforce ecosystem. The growth and development of the Salesforce community in Brazil. The latest innovations in Commerce Cloud. Mauricio's advocacy for connecting with the Salesforce community. Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Supporting Resources: www.dvlprbr.com https://www.linkedin.com/in/dvlprbr/ https://twitter.com/DVLPRBR  *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In this episode, Joe Shelerud is joined by Jack Lindberg from The Mars Agency to explore the intricacies of Amazon Marketing Cloud (AMC) and data clean rooms. They discuss the technical and analogical aspects of data clean rooms, highlighting their significance in maintaining privacy while sharing valuable data. The conversation delves into use cases, including ASIN purchase overlap reports and insights into customer behavior after viewing ads.Key Points:Understanding the concept of data clean rooms and their role in protecting privacy.AMC as a unique clean room where Amazon serves as both the host and data provider.Use cases of AMC, such as ASIN purchase overlap reports and insights into branded keywords.Challenges and opportunities in the evolving landscape of digital advertising, especially with the deprecation of cookies.Eligibility requirements for using AMC and the importance of SQL proficiency.Strategic and tactical actions advertisers can take based on AMC insights.Leveraging AMC audiences for enhanced targeting in Amazon DSP.Guest:Jack Lindberg - Director of Analytics at The Mars AgencyJoe Shelerud - CEO of Ad Advance and Host of the Ad Project Podcast

We've got our head in the clouds this week, the Amazon Marketing Cloud that is. Michael sits down with Brent Zahradnik of Amz Pathfinder to discuss all things regarding the new Amazon Marketing Cloud. They'll discuss what it is, how it works, and how you can best use it for your Amazon PPC campaigns.  We'll see you in The PPC Den!

Salesforce has announced that Aer Lingus, the Irish flag carrier, is using Service Cloud and Marketing Cloud to transform its customer experiences. Why it's important: 96% of customers say excellent customer service builds trust, according to Salesforce research. With Salesforce, Aer Lingus will digitally transform to deliver personalisation and seamless customer experiences at scale. This includes introducing a centralised management capability and omni-channel approach across all marketing, transactional, post purchase/travel, loyalty, support and disruption communications. Creating a customer-first approach across all touchpoints will remove friction, optimise the right message at the right time, and also help Aer Lingus consolidate its technology stack. With Service Cloud, Aer Lingus will allow customer service teams to respond to customers more efficiently through data, automation, UI and guided workflows. average case handling time and increase agent productivity through guided workflows. This will enable teams to respond to customers more effectively and quickly during peak travel periods. Marketing Cloud will streamline all customer communications, increasing the quality of communications through richer, more relevant data and increased consistency. Susanne Carberry, Aer Lingus Chief Customer Officer, said: "At Aer Lingus, we are constantly striving to enhance our customers' journey with us. Salesforce will allow us to understand our customers better and offer them a personalised, digital led experience. As we grow our airline, this will become an integral part of how we ensure we are giving customers the dedicated care that they expect from Aer Lingus. "We're delighted to be working with Salesforce as we use their game-changing technology as part of our ongoing digital transformation." Carolan Lennon, Salesforce Ireland Country Leader, said: "The airline industry is increasingly competitive, and how brands communicate with passengers will continue to be a key differentiator. From booking travel to receiving notifications of new routes, Aer Lingus recognises the power of personalised customer journeys in the air and in their digital offer. Enhancing personalisation and reducing friction experiences are key ingredients driving success with Aer Lingus. See more stories here.

In this episode of The Ecommerce Braintrust, host Kiri Masters shares a special replay from "Unpacking the Digital Shelf," presented by our friends over at the Digital Shelf Institute, Peter Crosby and Lauren Livak. They're diving into the realm of Amazon Marketing Cloud, an open database that provides deeply insightful data for advertisers, with Ross Walker, the retail media team lead at Acadia, joining them to unfold the complexities of AMC and, more importantly, how to use it to our advantage. Whether you're an executive, an e-commerce manager, or a budding data analyst, get ready for a knowledge-packed session. Make sure you tune in to find out more! In today's episode, Peter, Lauren and Ross discuss: - AMC offers the ability to positively target customers based on specific behaviors, which includes customers who added items to the cart but didn't purchase. - Use of the AMC in remarketing to customers who were previously exposed to a campaign. - AMC helps brands identify their prime products for generating new customers and aids in making wise marketing decisions. - Introduction to the ASIN Overlap report aiding in predicting customers' future purchases. - Differences in the adoption and usage maturity of the AMC among clients, ranging from unawareness to sophisticated usage. - Successful clients often have internal abilities and use AMC data for informed marketing decisions. - Importance and significance of the 'New to brand' metric for Amazon sellers and vendors. - Insights offered by AMC allow a better understanding of marketing performance from a new-to-brand perspective.  - The emergence of the incremental ROAS concept for assessing sales lift and ROAS due to increased ad spending. - Potential improvements for Amazon Media Console, such as AI capabilities for natural language queries. - Recommendations for incorporating AMC into future strategies by tracking new-to-brand campaigns. - Challenges in effective utilization of data when outsourcing AMC insights to third-party tools. - The bystander effect of very few brands using AMC to upload and anonymize CRM data to target customers through Amazon DSP. - The importance of the 'New to brand' metric surfaced by AMC in evaluating the effectiveness of campaigns in attracting new customers. - Possible shift towards a focus on acquiring new customers rather than upselling to existing ones in uncertain economic times. - Features of AMC being complex and requiring understanding of writing SQL code. - Explanation of the queries AMC offers for various stakeholders to get insights into their advertising performance.  - The use of AMC in providing broader picture of a brand's performance on Amazon.  - Use of AMC to target audiences based on shopper behavior, location, and other factors.

With market share and profitability becoming ever more important in this economic era, using data to get more revenue juice out of every marketing squeeze is on the top of everyone's list. Today's guest thinks that a good amount of that juice can come from a savvy use of Amazon Marketing Cloud. Ross Walker, Retailer Marketplaces Paid Media Team Lead at Acadia, joined the podcast to walk us through the data that will drive the business metrics you want from your Amazon marketing campaigns. Trigger Warning: Incremental ROAS may be discussed.

#031 - In this episode of the Better Advertising with BetterAMS, host Destaney interviews Jack Lindberg, a LinkedIn influencer and technical expert in the Amazon space who serves as the Director of Analytics at The Mars Agency. Jack shares his journey from being an opera singer to becoming an expert in AMC. (no we are not kidding!) He emphasizes the importance of continuous learning and staying up to date in the ever-changing world of e-commerce. Jack also discusses the challenges and opportunities of using AMC for data analysis and decision-making. He highlights the need for better integration between data producers and data users to ensure that insights lead to actionable strategies. Jack also introduces a new SaaS tool called Noctis that aims to make AMC more accessible and help users generate novel use cases. Key Takeaways: AMC is a powerful tool for data analysis and decision-making in the Amazon advertising space. The biggest challenge with AMC is the disconnect between data producers and data users. AMC can provide valuable insights for measurement, attribution, and audience targeting. Jack is working on a new SaaS tool called Noctis (https://analyticindex.com/noctis/) to help users generate novel use cases for AMC. The future of AMC lies in user identity resolution, off-Amazon behavior analysis, and shopper profiling. Follow Jack on LinkedIn Learn More About Noctis Follow Destaney on LinkedIn Learn More About BetterAMS

In this episode of The Ecommerce Braintrust, Kiri Masters, shares updates and reminders related to peak season dates, including Prime Day and Black Friday Cyber Monday. She also discusses a fascinating update about Amazon Marketing Cloud, focusing on three key points: Day Parting Settings, Geotargeting, and AMC Custom Audiences. These best practices offer insights for optimizing advertising strategies and maximizing performance on Amazon. In today's episode, Kiri talks about: Important Dates for Ecommerce Sellers Reminder to send FBA and Multichannel Fulfillment Inventory to Amazon by October 26. Importance of shipping inventory early due to potential carrier backlogs. Example of inventory shortage in previous Q4 season. Ensuring inventory arrives before cutoff dates to maximize advertising strategy. Updates on Amazon Marketing Cloud Day Parting Settings: Report available in Amazon Marketing Cloud to view performance by hour. Testing showed slight increase in ROAS and Troas during non-midnight to 5 am hours. Geotargeting: Focusing on specific areas of states or DMAs can lead to more visibility and better performance. Test combining geotargeting and day parting for optimal results. AMC Custom Audiences: Creating an audience of customers who added products to cart but didn't make a purchase. Effective for reminding potential customers about the brand. Benefits of Amazon Marketing Cloud Overview dashboard for analyzing customer journey and conversion paths. Audience Insights for understanding shopper demographics, location data, and interests. Using AMC Insights to segment targeting and optimize performance. Success story of account's performance growth after incorporating AMC before Prime Day. Integration of DSP and PPC with AMC AMC as an advanced reporting package suitable for Amazon DSP users. Bringing together data from DSP and PPC to understand their impact on performance.

On this episode, we're excited to have Liran Hirschkorn from Incrementum Digital sharing his expertise on Amazon advertising. He helps us unpack the complex Amazon Marketing Cloud and how it anonymizes data for privacy reasons while still offering a comprehensive understanding of the customer's journey to conversion. We further examine how the platform aids brands in measuring incrementality, particularly those utilizing Amazon DSP ads. Don't miss out as we delve into the Amazon PPC techniques for reaching new customers through upper funnel-type marketing and showing ads to lifestyle markets and demographics. We continue the conversation by discussing strategies to optimize Amazon ads campaigns. This includes the merits of creating separate campaigns for each target and employing auto campaigns for discovery. We also weigh the pros and cons of negating keywords in both auto and manual campaigns. Pay attention as we explain the potential benefits of lowering bids to secure better placements and possibly more conversions.  As we wrap up the episode, we shift our focus to optimizing sales and advertising on Amazon. Here, we discuss tactics such as increasing prices to slow sales and avoid running out of stock to boost keyword ranks. We look into managing auto campaigns differently and using modifiers to safeguard against broad and exact match keywords. Listen in as we discuss the importance of making incremental changes and evaluating clicks and actual spend data, instead of just impressions, when optimizing campaigns. Liran also offers valuable insights into sponsored display campaigns and other strategies to ensure high conversion rates for keyword ranking. Don't miss this vital conversation and Q&A on Amazon PPC and Marketing Cloud! In episode 494 of the Serious Sellers Podcast, Bradley and Liran discuss: 00:50 - Catch Liran At The Helium 10 Elite Workshop In New York 01:49 - What Is The Amazon Marketing Cloud? 09:08 - An Advice If You're Using Amazon DSP 11:29 - Auto Campaign Optimization 12:12 - ACoS Targets And Examples 15:03 - Optimizing For Target ACoS 23:53 - Keywords and Budget Per Campaign  25:22 - PPC Strategy When Running Out Of Stock 26:35 - Using Modifiers For Amazon PPC 27:23 - Best Time To Start Optimizing Campaigns 33:41 - Amazon Launch PPC Strategy 36:28 - More Effective PPC Strategies From Liran 41:43 - How To Reach Liran Hirschkorn And Incrementum Digital ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Today is TACoS Tuesday, so we're bringing on another advertising expert to answer all of your Amazon PPC questions, including the latest on product launches and more. How cool is that? Pretty cool, I think. Want to keep up to date with trending topics in the e-commerce world? Make sure to subscribe to our blog. We regularly release articles that talk about things such as shipping and logistics, e-commerce and other countries, the latest changes to Amazon Seller Central, how to get set up on new platforms like New Egg, how to write and publish a book on Amazon KDP and much, much more. Check these articles out at h10.me forward slash blog. Bradley Sutton: Hello everybody, and welcome to another episode of the series sellers podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is our monthly TACoS Tuesday program, where we bring a special guest every single month and we talk about anything and everything Amazon and Walmart PPC related. And so you guys hopefully you've been getting some of your questions ready. I've been getting some questions ready that I'm going to be giving to our guest, and let's get them all answered. So, without any further ado, let's go ahead and bring on our guest, loran Hirschkorn from Incrementum Digital. Liran in the house. How's it going, man? Liran: It's going great. Thanks so much for having me on. I'm excited to be here Awesome. Bradley Sutton: Awesome, now you're still in New York. Is that where you're based on? I'm in New York, yes, okay, I was just there a few weeks ago, took the family out there, be going one or two times again in October, and one of the times is I'm going to be seeing you. You're going to be our guest speaker at our Helium 10 Elite workshop. Do you know yet what you're going to be talking about there? Can we give anybody a sneak peek? Liran: all Possibly Amazon Marketing Cloud is what's been on my mind, but we'll see, I guess, if that stays the topic or maybe we want to get some feedback from the audience. There's a lot of very interesting things happening with the Amazon Marketing Cloud. We could talk a little bit about that here as well, let's just start with that real quick. Bradley Sutton: I think there's a lot of people in our audience who don't even know what Amazon Marketing Cloud is. Can you explain that a little bit? Liran: Yes, so the Amazon Marketing Cloud is essentially what's called a clean data room. Essentially, it's just a think about it as a place that hosts a lot of data and through AWS, and what it allows brands to accomplish now that you couldn't do before is understand the. I would say two main things One, understand the full customer path to conversion and to create audiences that you couldn't before. Let's tackle each one of those. When we say understand the full customer path to conversion, today we think we understand how a customer buys your product, but you don't really understand it Meaning if a customer searches your brand, clicks on a sponsored brand ad, then comes back, clicks on a sponsored product ad and they buy, the only thing, the only area where you're going to see the attribution of the sale is to sponsored product, because that was the last click and advertising works on the last click attribution. What the Amazon Marketing Cloud does is it stores all that information and it anonymizes the data for privacy reasons. So you don't have the specific customer information, but what the Amazon Marketing Cloud will show you is that you had this month, for this particular product, you had 100 customers that their path to conversion was branded search click sponsored product ad click sponsored display buy or see a DSP ad awareness ad search to brand name click sponsored product purchase. Because of this, what's happened historically is especially for those people that have done DSP in trying to understand whether or not DSP has incremental benefit on the sales Incremental. I see what you did there. Yeah, somebody told me that it was a very smart name to create a few years ago because really that is kind of what's being measured here. Incrementality is being measured with the Amazon Marketing Cloud because in the past if you did a DSP ad and you would be hard to understand if you actually drove more sales as a result of DSP, this will help that a little bit because it will show you how many customers you had this month that purchased when they just saw both, let's say, dsp and sponsored products together and how many customers you had that only saw sponsored products, for example. So you'll get a better understanding. Liran: Even though the way attribution works is it only goes to the last click, I always thought Amazon should have an assist kind of metric where if you had an ad that assisted as part of the process, it should kind of get something. But that's just not how ads work and Amazon Marketing Cloud aims to solve that. And the more you do DSP, especially with upper funnel type marketing, the less you see the attribution there. So when I say upper funnel type marketing, that means upper funnel means not somebody that is immediately looking to buy. So bottom funnel. We have people that are searching for a keyword. They're ready to buy. People that you are retargeting, who have visited your listing they're at the bottom, they're ready to buy. As we move up the funnel you have people that have viewed competitors but not your product. And then you have what's called awareness. We can, as brands grow and they want to scale and they've already sort of maxed out based on, like, the amount of sales they can have, just based on people who are searching for a keyword. They want to look towards brand awareness. Liran: But now you're running ads to audiences on Amazon or lifestyle. You have different markets and demographics that you can show ads to. What happens is when you run an awareness ad, that person is not going to immediately see that ad and go by. They might need to see your ad over three, four months and then, when they are actually in the market for that product, they now remember your name and when they go search on Amazon, they see that sponsored product ad. They're going to click on it and buy it because they recognize the brand name and they've seen the ad before. The problem is that again, it'll usually end up being something else sponsored products or retargeting that is the last view they have. Or click before the sale. And you have been running these awareness ads but you don't know if they're being impactful. Well, now, with Amazon Marketing Cloud, you'll see that that person actually started out with the Amazon Marketing Cloud. Liran: And I would urge people if you're running DSP, have whoever's running DSP free, whether that's Amazon, whether that's an agency ask them to create an AMC instance for you. And the reason is because, whether or not you're going to use AMC now or not, once you create that instance, you can go back a year. You have a year's worth of data since you started creating it. So that means if in six months from now or nine months from now, you want to go back and you want to see the path to conversion, et cetera, you will have already created that instance. And then the other area where AMC is very helpful is you can now create audiences that you cannot create before because you are tracking this data. So in DSP, historically before we couldn't target people who we couldn't differentiate between people who have visited your listing or added your product to cart. Now you'll be able to retarget people who have added your product to cart. You'll be able to retarget people who have added your product to wishlist, who have searched your brand name. So lots of different audiences. Liran: There's something with AMC that is called Paid Insights, where you actually pay Amazon for additional information. With that you can see on average how many buys it takes somebody to become a subscribe and save customer. So you can learn that on average it's three purchases before somebody signs up. Because typically on our first purchase we don't typically sign up for subscribe and save unless we know we like the product. And sometimes it could take your second or third purchase where, like, why am I not just saving and just adding this to subscribe and save? So now you'll be able to understand that and you'll be able to actually create a custom creative and show and add to people after two purchases that says subscribe and save right, because you know that's the typical time where people do that and you're able to create those creatives. So there's a lot that you could do with this. Liran: It's very powerful, but I would say it's still early and people understanding it. I would say a year from now, like today, you're an early adopter If you use it. A year from now you won't be an early adopter if you use it. And also a year from now, I think it will apply more whether you're doing DSP or not doing DSP. More software tools will incorporate some data from it and you'll find that there is sort of this freemium model that if you're using software, certain tools will give you the certain templates of different audiences and different path to conversion. That is included with the software and certain tools will say okay, now if you wanna get crazy and customized because you can customize almost anything within this data you'll have fees around extracting that data. But I'm sure companies probably like Pacvue et cetera the Pacvue is, I'm sure, already incorporated AMC and are working on incorporating more and more of it and you'll see those tools continue to add those things and if you're using those software tools, you'll be able to access that data and it will become more prominent. Liran: So it is very exciting. Today it applies more so if you're using DSP, but I think that's going to change down the line. So it's. I think it's important that brands understand this and it will kind of change the way we look at our metrics from being focused just on ROAS   to being more to having an understanding of also customer journey as well as ROAS  , because again you're gonna have that sponsored brand ad that's not gonna show the ROAS   attribution but you'll say, hey, I know, when I do this sponsored brand ad together with this sponsored product ad, the purchase rate is higher, and so now you're gonna be looking at these combinations and customer journey more so than just ROAS  , and those that do will have an advantage because they'll be able to understand that sometimes that spending more without seeing the RoAS   still equals ROAS   actually on your ad spend. So it's pretty cool and I think you'll hear more and more about it over the next year or so. Bradley Sutton: Okay, cool. So we're gonna be talking about that, perhaps at our elite workshops, so elite members can go to that one. We'll have tickets for non-elite members, if anybody's gonna be there in town. The reason why we're having it in New York is it's Amazon Unbox, which is a cool conference. I haven't been to it. This could be my first one. It was my first Amazon Accelerate last week, so that was super cool. All right. Now, switching back to advertising, I wanna ask my questions first here. So I got a list of stuff I've been waiting for to ask Leeran. But one that I've been getting a lot in I thought it was a good thing to bring out is auto campaign optimization. So you know, with auto campaigns, obviously this, almost more than any other you know, can get super out of control if Amazon is showing you for a bunch of random stuff. But I'm wondering, how do you, how do you optimize for ACoS on Campaigns? Bradley Sutton: Because you can get to a point where I mean I mean obviously the no-brainer thing is alright. Hey, if you should have rules in place where they're using atomic or whatever software, using is, you know, if you get, like you know, 15, 20 clicks or whatever magic number you guys pick without a sale, you know, might start negative matching. That that's that. That goes without saying, right. But the other thing you know that people can do is maybe they see some of their, their targets Not performing well, like the loose match, the close match, and they could start, you know, adjusting on an individual basis those targets. Bradley Sutton: Right, but if you, even if you're doing that, I've seen sometimes you can get to the point where now you're almost all the way down to like a 10 cent. You know target and just, and now you know the quality of keywords at 10 cents. You're just not doing well, but you almost got to that point because, right, so so I, what, what do you do at that point? Should you just you know what I'm gonna go back from 10 cents to a dollar just so I can get some new keywords? But like, where do you draw that balance? Liran: Right. So the first thing is you can also create four separate campaigns where you literally turn off Three and keep one on, so you have a set budget. So your budget is not mixed together within those, within each of those areas, because, because you might have, you know, similar products that do very well, but you might have a loose match that doesn't do well, right. So that's something you could do is separate out those four, turn one off on each campaign and then you have a dedicated budget for each one and if something is working well, you can increase the budget. If something's not working well, you can also decrease the budget. And, yes, the first thing, first thing also to recognize, is that auto, mainly, should be there for discovery, discovery tool. So, number one, you may want to allow your auto campaigns to go add a little bit of a higher ACoS, what you want overall, because you want it to be there as a discovery tool. And, yes, you want to Ultimately add negative keywords and you also want to harvest. So that means the Search terms that are converting, the aces that are converting, whatever your rule is whether it's to converge one conversion to conversion, three conversions. You want to move them over into the manual campaign. Now you can also choose to another, like personal decision, if you're going to negate that keyword in the auto campaign or not. Liran: Negate their pros and cons to both. If you negate it in the auto, you have full control in the manual. What if in the manual it doesn't get as much traction as it did in the auto? Right, and you're already. Now you negated in the auto and it doesn't get traction in the manual. That would be a reason not to negate in the auto campaign, but still you would ultimately have a higher bid and a more targeted bid in your manual campaign, where it should be getting traction there and not so much in the auto. Anymore, I would say the point is, don't let auto be too much a percentage of your overall spent and Maybe allow it to be somewhat of a higher ACoS because you recognize that it's a broad discovery type of tool. Bradley Sutton: Another situation. Let's say I've got a target, ACoS for a campaign just you know Doesn't have to be auto but my target ACoS is 40%. So you know I want my targets For also, you know, at the target level to be 40%. But on one target let's go ahead and say it's a broad, it's a broad match target. I'm at 77% now my cost per click on it is. Or my target that I had, you know the current bid was 291. Let's just say $2.91. Let's just say close call, $3. I'm looking at an exact example now. Let's say it's $3. If my cost per click is 250, right. So I'm obviously not maxing out my target. If my target is $3, right. But at this this to at this 250, I'm still at 70%. I mean right, why my target was at $3 in the first place. Let's just forget about that. I don't know what I was doing there right, but, obviously I have to go down a lot, you know you have to go down to 250 to make a difference. Bradley: Yeah, definitely below, below 250. But but is there, like you know, if 250 already is 77%, you know, should I already try and get or put the target at whatever, whatever 40% is gonna be, or is there value in just going down incrementally, like if I just go 250, technically it still couldn't now I was already getting 250. Right, right, I'm still gonna be at 70% or 77% ACoS. Should I just go down more and say, hey, I'm gonna go down to $2 because that's gonna get me closer to 40%, or do I start? Is there any value in? All, right, I'm gonna go to 250 and then let me go to 240 and 230. What is your thoughts there? Liran: There can be value in going to 230, let's say and I'll tell you what the value is the value is that the placement that you get may be better than the placement that you get at $2 and that placement can influence the conversion. So, for example, at 230, you may be at the bottom of page one at $1.70, you may be only on product pages, for example, and your conversion rate may be much less on those product pages. So there is a benefit in going incrementally and not going too fast. I would say it depends on how much it's spending and how important it is for you to cut ACoS. I would also say it's important to understand the relevancy of the keyword. If it's not such a relevant keyword and my feeling is well, it may not work. Or it's not highly relevant, it may not work. My feeling is it's not gonna work so well, probably at 240 either. Then I may just bring it down further. Liran: But if it's an important keyword, if I'm maintaining ranking, I would try to understand what's happening. Is it ACoS per click issue or is it a conversion issue? It could be ACoS per click issue. It could be that, yeah, three bucks 250 is expensive and it's a $12 product and my conversion rate is good. It's just ACoS per click issue. If so, I would try to bring it down more incrementally and to see what I'm comfortable with. Maybe I'm okay allowing that keyword to be at 50% ACoS ultimately. So I think it depends on the keyword, the importance of the keyword and how much I'm focused around like TACoS versus growth in sales. But the benefit you have in the incrementality is the placement is that your conversion rate may be better at a. You may just end up being on like product pages at a certain point and if you are, your visibility or clicks your conversions are gonna be a lot less, maybe based on the product than in the search results. Bradley Sutton: And then when you say, when you end up on product pages, it's like somebody searched that target keyword, they clicked on another product and then now you're showing up on the product page, correct, exactly because placements even when you're targeting keywords, placements are happening on search results and product pages. Liran: So I would say, generally speaking, with PPC you're better off making smaller, faster incremental changes and looking at data than making vast, big changes quickly. Bradley Sutton: All right. Next thing is the flip side. Let's say my target ACoS is 40%. With what I'm getting right now, though, it's only 10%. Would it be 10 out of 10, 100% of the situations? I should always and I'm maxing out my target Should I always increase my bid Because, theoretically, I could be leaving money on the table, depending on where my placement is? Or is there a situation where I would, hey, let's just keep that 10%? Liran: You know I wouldn't say no. I mean I wouldn't say all the time, I would just say Because, again, it could be just helping you be more profitable. One report that you could look at is the search term impression report, because that report would give you an idea of how you rank compared to other brands in terms of impressions for that particular keyword. So, for example, you could be getting the most impressions out of any other brand and getting 60 or 70% of all the impressions. Probably not in that case, because you're maxing out the cost per click, but you want to see kind of where you are and how much more room is there to get impressions. Now, generally, I would say yes. For me, most of the time I would want to increase the bid for that particular keyword and I would want to get more market share on that keyword. But if you're very focused on profitability and this is helping your TACoS be at the target then maybe not. But what I would say, though, in that case you may want to consider let's say you don't want to increase your budgets anymore you may want to consider shifting budget. Find the stuff that's not working as well, where you can reduce the bids, and then maybe allocate it to this keyword. Generally speaking, I would say I would be likely to increase the bids on that keyword. Liran: If I was under my overall, I would look at it on a kind of a campaign level, not on a particular keyword level. So if my goal for that campaign is a 40% ACOS and because of this keyword on my 30, then I would definitely increase. Now if I'm at 40 still because there's other keywords that are 50 or 60, I would see maybe I need to move budget from those keywords and I should give it to this one. So I'm not increased my budget, but I'm a lot more efficient and I'm getting better sales. I would also see where's my ranking for the keyword. If I'm ranked number one, maybe I don't increase. There's no sense to increase, right. Or if I'm ranked number one, two, three, right, maybe I don't increase because I might just be cannibalizing my organic sales. But again, if I'm number 17, I'm definitely pushing on this keyword and probably what I'm doing is, if it has enough volume, I'm moving into its own campaign. I'm adding a top of search multiplier on that keyword. Bradley Sutton: All right Question from Jonathan. Keywords per campaign. You go from one spectrum where there's people who do single keyword campaigns. You go to another spectrum. Some people have like 50 targets. Let's just start with that part of his question first. Liran: So I would say we're somewhere in between, meaning your highest search volume keywords, most important keywords, we isolate really into their own campaigns and then from there, based on search volume and performance, we'll group keywords together. I would say probably up to 30 to 50 keywords is max of what I would go per campaign. If you have a lot of long tail lower volume keywords, I think that's okay. But definitely the highest search volume keywords or keywords that have sort of medium volume, I might group into groups of five to 10, for example. As far as budget per campaign, that's very dependent on what is your overall budget? What is the performance like? Right, I'm generally going to be shifting my budgets. I'm not going to just put a budget. I'm going to be shifting my budget to the best performing budget campaigns and I'm going to be maybe taking budget away from my poorest performing campaigns. So I think the budget needs to be dynamic. Liran: I think when your question more budget or discovery or scaling, I think in the beginning you're going to probably have more budget on your broad and phrase than on your exact match. As you uncover those best performing search terms, you're going to move more into exact and have probably more budget there. But it's very common that we find phrase match be the best performing keyword type and you'll have most of our budget on that match type. It's sort of in between discovery and very narrow targeted. But I think over time you're going to put more budget on your scaling campaigns. In the beginning you're going to put more budget on your discovery campaigns Because your scaling really should be your best performing keywords. So that's where you're going to allocate more budget to and less so on discovery, because you've already discovered a lot of what's out there initially. Bradley Sutton: All right, Kind of a universal. This question has been around for years. People have different opinions on this. Hey, you're doing great on sales, about to run out of stock. Do you slow sales by raising price and turning off ads and then that hurts your potentially keyword ranks before? Or do you just go hard and heavy, run out of stock and then just get back in and hopefully you still have your keyword ranks when you come back in the stock in a couple of weeks? Liran: I think, from a ranking perspective, it's better to run out of stock at a better BSR. I agree. I think that's the better way to go. Sometimes you're going to make a decision that, hey, I just want the profits Right, because that's what's more important to me at this point in my business. I'm going to focus more on the profits now, I'm going to reduce, I'm going to raise the price. Or sometimes you may be able to raise the price and there's so much demand that you're still driving pretty good sales and you can still raise the price someone and there's a happy medium. But I would say, from a ranking perspective and coming back in stock at a better rank, it's better to go out of stock with great sales than to slow down your sales. Bradley Sutton: Speaking of auto campaigns, exact campaigns, it's in my opinion I don't know if Amazon announced anything, but just in my opinion I've seen other people say the same thing where what used to be broad and what used to be exact is not like three years ago, is not the same now, where now you have an exact campaign and sometimes you're even shown for what you would have thought would have been a phrase match or even broad matching in some situations. Because of this, are you managing things differently at all, like using modifiers or things like that? Liran: Yeah, I would say use modifiers. Modifiers will help protected because if you use a modifier then it forces it to be a true exact modifier before each word in your keyword. But even with that, sometimes there are certain synonyms that Amazon considers the same. You just need to manage it with search terms and negative keywords and bids. But yeah, amazon is definitely trying to find ways to increase their advertising revenue. As a result, they're being more generous in what they are considering your keyword and using synonyms. So use of modifiers will help protect against that Used to be. They started doing it just in sponsor brands and then we've seen this year Amazon doing it with sponsored products also. Bradley Sutton: All right. Another question let's say I'm trying to optimize for my target A-cost and so I make a change, because I'm trying something similar to what we were talking about. Like I'm at 70%, I'm trying to get to 40%, so I lower my bid a little bit. Now how often are you going back to that and seeing all right now I need to further because you talk about doing some incrementality in order to further adjust that. Like, is it time-based because of that attribution window where you can kind of take a look at it, or is it like maybe I just get another? I can see that in one day I got 500 impressions just because this is maybe some super high search volume keyword? Is that enough data where even a day later I'm further making changes, or once you make a change? Basically, my question is what are you looking at as far as when it's time to go ahead and optimize further? Is it impression-based or time-based? Liran: It's based on the data and so I would say one it depends on your budget, right? Because the more budget you have, the more data you're going to have that's coming in faster. I still wouldn't make change from one day to the next because you don't have the full attribution coming in. Even if you see, ultimately, that maybe you didn't have any sales at all, like you know right, like you just know that you didn't have orders from it, I still wouldn't make change from one day to the next. I would wait a few days. So, generally speaking, I would say it's good to be in your account two or three max times, probably a couple times a week to optimize. I think is good, because the one thing you don't want to do is make changes too often where you're just messing yourself up, and this is something we see also with sellers. They're impatient, right, because you don't want to spend money you don't need to spend, and I think everyone gets emotional when it comes to your money. But I would say two days a week is good to go in and make those optimizations. So if you did it on a Tuesday, go back in on a Saturday, or find two days a week that you go in and you're making those changes Now. Again, if you have a ton of data, a lot of spend, maybe make those two days a little closer, like Monday and Friday, or a little closer to each other. But you want to give it enough time also to get the attribution, because there will be people that and impressions. I would look at clicks and actual data of spend, not just the impressions. But people do come back and buy also, right? So if somebody you could have gotten 10 clicks today and if one or two of those become sales, maybe the costs will be fine and you have people that come back three days later. So you do really want to give some time and the attribution window to be in place. I would say most products on Amazon people do buy the same day. They're not very high-priced products, but it does also happen. Liran: So give yourself a few days in between changes and even if you're using software that even has rule-based things, then you can give the software days like look on Monday, look on Saturday, look on Friday and also when we do give software rules, you want to make sure when you're decreasing bids one of the things you want to make sure that you're doing just like an example that you said. The rules that we give it is lower OK, if keyword is above target ACoS, lower cost per click by 5%, let's say right, because if you lower bid you may not be reaching the cost per click like you said. So you want to make sure that if you're using a rule-based tool, that you're looking at the cost per click when you're lowering and that you give it, because a lot of times softwares will have both the ability to lower your bid or your cost per click that you lower your cost per click and yeah, we like to do it incrementally. I wouldn't want to go in and say lower by 20%, just lower the bid too much, lower 5% below, then let's see. And then the software will be doing this twice a week. Liran: So over a couple of weeks you are going to be significantly lowering your bid where it should be enough of a change. But I would say it's better to go a little slower than make drastic changes. Usually drastic changes are emotional and in business you want to separate yourself from some of that, which is why rule-based is good. But even if you're not using rule-based software, set up rules for yourself on how you're going to manage this based on the different circumstances. It's not a bad idea to write down for yourself what are the rules that I'm going to use to manage, if I'm managing manually as if I'm software, and what days am I going in. How much am I lowering and maybe take some of the emotion out of the management. Bradley Sutton: Another question, now that you know, obviously for a couple of years now, you know things like two step URLs search, find by are explicitly against Amazon terms of service. Me personally, 100% of my launch strategy is, you know, ppc. You know, and it's almost I'm almost giving it the same thing as when it was searched fine by. It's still kind of search fine by right. It's just not. You're not. You're not just trying to tell people to randomly search and stuff, which is what Amazon frowns on. But you know, I lower my price by a lot in the beginning. You know big sale price or big coupon, and then I try and do a super high top of search and then it's basically I'm trying to get people to search fine, to buy it. You know, even though I have no reviews where they're like, hey, this is a this price. You know, like, just, you know, I can't you know I can't let this go. So that's my 100% launch strategy. Now, other people I hear you know sometimes they couple it with, maybe like press releases or or perhaps even Google advertising. Right, you know as well. What about you, for you and your clients, for launch, when you're trying to launch on a certain keyword, right, are you strictly doing Amazon PPC? Are you using other techniques? If so, what? Liran: we're strictly doing Amazon, and we do it exactly the way you do it, meaning, first of all, the keywords that were focused on ranking. We will give them their own campaign, we will utilize top of search placement, we will recommend to our client to come with an aggressive price coupon, and we do it exactly that. The one thing we really watch for is the conversion rate. Okay, because if the conversion rate is poor, we're not going to get the ranking, and so what we focus on, once we start getting the data in, is the keywords that we're not getting that conversion rate. If it's across the board, then something on the listing side, the price or you know, we need some more reviews to come in. But if we see some keywords performing very well with a conversion rate and some not, we will pull back on those, on those that are not getting the conversion rate, and that really should be. That should very much be your focus when you're launching with those keywords are you converting? If you're converting, then you should you know you should start seeing the rankings coming in. We had a call with a client today and he said, hey, I'm not seeing the ranking. And I said to him that's because we're, that's because your conversion rates are too low and he actually just lowered the price on a product today and we're going to see if that makes an improvement. But you should be very focused on conversion rate and we've seen the ability to be able to rank, especially when you have a new product and you have this honeymoon period, just with PBC. I don't. I don't think you you have to do Google or outside traffic or anything crazy. Amazon will reward you if you are getting sales velocity plus conversion rates on those keywords. Bradley Sutton: Okay, now for the last, you know five minutes or something. Just you know some some quick hitting strategies either on Walmart advertising, Amazon advertising, some things that that you know people you think should be definitely doing out there. Liran: So I would say I would say a few things. Talk about two things. Number one one thing I see that is a problem we do a lot of audits is sponsored display, vcpm campaigns. I would encourage you to relook at how much money you're spending on those campaigns. Sometimes Amazon will encourage you to have more of those campaigns. So on account recently that you had, like I don't know, 30 or 40% of their sales coming from VCPM campaigns, and I could tell you without a doubt that probably the majority of that was cannibalized organic sales that are coming from those campaigns, I would say, if you're unsure, don't run those campaigns. Liran: The sponsored display campaigns that I like to run are cost per click campaigns and product targeting. You can run retargeting with sponsored display on ACoS per click basis. So that's what I would do. I would not run impression based and just the explanation is the reason is impression based campaigns. Somebody can just scroll by, view it, go back to the listing and buy from a retargeting ad and it gets attributed to the retargeting ad when we don't know, since they just pass by it. We don't know if that influenced them to buy or not, since they didn't click. So I would focus on your sponsored display campaigns with cost per click. Liran: The other thing I would say is to the more granular you can go, the better. Separate out your branded and unbranded campaigns, separate out your exact phrase broad campaigns. Take your high volume keywords and put them in their own campaigns. The more granular you go, the more control you have. And that's, I think, one of the keys. And I do think it's important today to also use software, because more and more things will be coming out with software. You see, like the Amazon marketing stream. So if you don't have that, you should be using software that has the Amazon marketing stream, because you can see hourly data on how you are getting sales. One thing we've seen with that is generally, if you're again, if you're unsure, if you have limited budget, I would encourage you to day part and stop targeting from 12 Pacific to 5am. That's usually when everyone's budgets reset and you're going to have a higher cost per click and not any better conversion rates usually worse conversion rates at night. So that's another strategy to help you save. Liran: And I would say, at the end of the day, if you're managing it and you pay close attention, it's not rocket science managing ads, it's taking a look at your search term reports, taking a look at your conversion rates, managing bids, adding negative keywords. It's complex because you need to give it time and you need to pull the right reports and data, and also that sometimes people think their product, their problem, is an advertising problem. When it's not an advertising problem, it's a product problem, and that's also something we see very often. I spoke to somebody today. They sell, like a shopping cart, one of those laundry things you carry around, and they said, hey, how come it's not selling as well? Their product has about 100 something reviews. It's selling okay, but there's competitors right next to you at same or lower price with 5,000 reviews, and so, again, it's not an advertising problem, it's going to be a product problem. Liran: How can you differentiate your listing more from the competitors? They do actually have a great listing and I think it's actually one of the reasons why I think they're selling. They are selling fairly well with a lower review count. But also, their problem is not an advertising problem, it's a product slash, competitor review problem, and that's why the ability to reverse engineer your competitors with tools like Helium can really help you understand where your competitors are getting sales from. Also, whenever people look at their competitors. They're assuming their competitors are, even though you may not be. The competitors are profitable and selling at great margin, and that's also not always the case. People are looking to get market shares. So I think just go very granular and give ads attention. If not, maybe consider outsourcing it. But if you give it the attention and the optimization, you learn to understand it. It's very much a data driven game. Bradley Sutton: All right. If people want to reach out to you to get some more help with PPC or to ask you some follow up questions, how can they find you on the interwebs out there? Liran: Sure, thank you. You can go to incrementumdigital.com. You can also sign up for a newsletter there. You'll get our weekly newsletter. We're sharing updates, we do webinars, so you can also just sign up for the email list there just to stay up to date. And obviously you can contact us through the website. You can also follow me and Incementum Digital and myself on social media LinkedIn, Facebook and you can DM me if you have any questions. Bradley Sutton: All right. Well, Liran, thank you so much for joining us. It'll be nice to see you again in your home stomping grounds there in New York soon and wish you all the best of success with you and your team. Please say hi to Mansour. He's been on this show before. Liran: Yes, thank you and the rest of your team. Thank you so much.

This week we chat to Hunter Austin.  Hunter is the Managing Partner of Kelley Austin.  Kelley Austin are experts in Sales, Service, Experience and Marketing Cloud and their team has successfully delivered hundreds of projects across many industries.  Tune in now for a brilliant episode!

In dieser Episode haben wir das Vergnügen, intensiv mit Felix Preis, dem Leiter des Performance Marketing bei AMZ Advertise, einzutauchen. Felix, ein Experte auf seinem Gebiet, bietet uns einen faszinierenden Einblick in die Welt der PPC-Werbung auf Amazon und teilt seine wertvollen Einsichten darüber, wie man Geld spart, Fehler vermeidet und das volle Potenzial der Werbung ausschöpft, um ein profitables Ranking zu erzielen. Wir erkunden die verschiedenen Umsatz-Akos-Entwicklungskurven und diskutieren, wie man seine Strategie anpassen kann, um langfristige Ziele zu erreichen. Unser tiefgreifendes Gespräch erörtert die häufigsten Fehler bei PPC-Werbung auf Amazon und zeigt, wie man den Markt erfasst, Sweet Spots findet und kontinuierlich testet und optimiert. Felix teilt seine Überlegungen zum optimalen Marketingfunnelansatz und zum klassischen Marketingfunnel von Amazon, der in vier große Bereiche unterteilt ist: Awareness, Consideration, Conversion und Loyalty. Gemeinsam enthüllen wir, wie man diese Bereiche mit Werbeformaten verknüpft, um potenzielle Fehler aufzudecken. In der abschließenden Phase unseres Gesprächs beleuchten wir die Gefahren einer zu aggressiven PPC-Werbung und diskutieren Strategien, um auf einem hart umkämpften Markt profitabel zu bleiben. Felix teilt Tipps zur Optimierung von Geboten und Platzierungen und zur effizienten Nutzung von Keywords. Er zeigt uns auch die Möglichkeiten, die PPC-Werbung auf Amazon bietet, und wie man eine nachhaltig profitable Kampagne gestalten kann. Dieses dynamische und aufschlussreiche Gespräch mit Felix Preis ist ein Muss für jeden, der den Wunsch hat, das volle Potenzial der Amazon PPC-Werbung auszuschöpfen. In Folge 93 des Serious Sellers Podcast auf Deutsch, Marcus und Felix diskutieren: 00:00 - Amazon PPC Fehlerpotenziale 06:17 - Die Bedeutung Der SEO-Strategie Für Seller 19:24 - PPC-Optimierung Und Marketingfunnel-Ansatz 33:38 - Werbungsstrategie Für Umkämpften Markt 42:23 - Optimierung Von Geboten Und Platzierungen 54:14 - Dank Und Einladung Zu Zukünftigen Daten Transkript Marcus Mokros: In der heutigen Episode unterhalte ich mich mit Felix Preis. der war schon mal Gast hier im Podcast. Der kommt von der Agentur AMSI Advertise und hat wirklich ein tiefes Verständnis über PPC-Werbung auf Amazon. Jemand ist klar, das ist ein Muss. Viele haben aber auch schon die Erfahrungen gemacht. Damit kann man viel Geld verbrennen, wenn man Fehler macht. Und genau darüber spricht er heute mit uns. was sind die fünf größten Fehlerpotenziale Bei der PPC-Werbung auf Amazon? Hallo zusammen und willkommen beim Serious Seller Podcast auf Deutsch. Mein Name ist Markus Mockross, und das ist die Show, in dem wir alles um Amazon, fba, private Label besprechen, was uns Handler auf Deutsch gesagt, ernsthafte Umsätze generiert. Daher auch der Name der Show Serious Seller Podcast auf Deutsch. Und hallo, liebe Zuhörer, zu einer neuen Episode, die hier auch gleichzeitig eine Premiere ist, weil heute nehme ich hier auch mit Video auf. aber ich begrüße erstmal meinen Gast heute, den Felix Hi, wie geht's dir?   Felix: Servus, markus, herzlichen Dank. Vor allem, dass ich wieder bei dir zu Gast sein darf, habe ich mich sehr darauf gefreut. Mir geht's sehr, sehr gut. Ich hatte einen sehr angenehmen Tag bisher und freue mich jetzt sehr auf die Aufnahme mit dir. Wie geht's dir?   Marcus Mokros: Sehr, sehr gut. Danke, und ich freue mich auch, dass du wieder da bist. Wir hatten ja schon eine Episode zusammen und die war wirklich sehr technisch für PPC, und ich weiß, da gab es auch sehr, sehr gutes Feedback. Und heute willst du da noch ein bisschen tiefer eintauchen mit dem Thema die fünf größten Amazon PPC Fehlerpotenziale. Genau, absolut. Ja, ich würde mal sagen, du hast dich vorbereitet und ich habe das, glaube ich, eine ganze Menge mitgebracht. Dann stell dich vielleicht erst mal vor und leg los mit dem, was du mitgebracht hast heute.   Felix: Ja, sehr, sehr gerne. Vielleicht da auch direkte Zusatz am Anfang einmal Wir haben heute, wie du schon gesagt hast, auch die Premiere noch direkt eine Bildaufzeichnung. Dabei heißt Wenn jemand über ein Podcast zuhört, versuche ich, das Ganze bestmöglich so zu beschreiben, dass man auch den Zahlen folgen kann, wenn man die Bilder dazu nicht sieht. Aber ansonsten auch bei dir auf dem YouTube Channel, glaube ich, alles auch nicht live und in Farbe, aber zumindest in Farbe ohne das Live.   Marcus Mokros: Da sprichst du einen sehr guten Hinweis an Die meisten hier bisher per Audio hören. Die wissen vielleicht gar nicht, dass es auf YouTube gibt Der YouTube-Kanal heißt wie der Podcast Series Seller Podcast auf Deutsch. Da findest du ihn auf YouTube, Und diese Episode findest du eben auch mit Bild. Wer das hier interessant findet und sagt, ein paar Sachen würden noch mehr Sinn machen, mit Bild zu verfolgen, da kann sie es auf YouTube nochmal angucken, an die Stelle springen oder gleich von vorne da loslegen.   Felix: Jawoll, ja, weil dann würde ich direkt einmal den Ball da aufgreifen, wo du ihn mir zugespielt hast, und mich einmal vorstellen und würde auch direkt einfach mal in die Präsentation reinspringen, die ich vorbereitet habe. Ja, kurz zu mir, ich will die Leute gar nicht mit persönlichen Kram vor mir langweilen, sondern will viel lieber schnell ins fachliche starten. Aber damit ihr zumindest wisst, wer Markus gegenüber sitzt und wer euch jetzt ein bisschen die nächste halbe Stunde wahrscheinlich mit PPC Themen zutexten wird Ich bin Felix, head of Performance Marketing Manager bei AMZ Advertise, und wir sind eine Advertising-Agentur, die seit Jahr 2018 sich um Amazon Ads kümmert. Wir sind ein 26-köpfiges Team, davon über 50% der Leute im Account Management, also im Kundenkontakt und im Reihenfulfilment des Advertisements auf Amazon tätig. Wir sind kein Full Service, also keine Full Service Agentur, sondern legen unseren maximalen Fokus auf Amazon Ads und haben im letzten Jahr über 12 Millionen Euro ein Ad-Bend für unsere Kunden verwaltet und dabei jetzt mittlerweile auch über 350 verschiedene Sellerinnen begleitet und sind offizieller Amazon Ads Advanced Partner. So viel aber auch an der Stelle glaube ich erstmal an vermeintlich langweiligen Fakten.   Lass uns gerne in die spannenden Themen rein starten, und da habe ich euch, wie eben schon von Markus angekündigt, 5 große Fehlerpotenziale bzw superlativ die 5 größten Fehlerpotenziale bei Amazon PPC mitgebracht, die man hier machen kann, und auch jetzt vorab. Ich glaube, es gibt extrem viele Fehlerpotenziale, und auf den einen oder anderen Seller treffen Punkt 1, 3 und 4 vielleicht zu, und dafür fehlt noch 6 und 7, und dafür haben andere absolut gar kein Fehlerpotenzial bei den Themen, die ich hier mitbringe, sondern haben vielleicht noch ganz andere Themen, die sie eher beschäftigen. Deswegen da jetzt natürlich die 5 zu finden, die für alle gelten, ist nicht möglich. Aber durch die Bank weg und die ganzen verschiedenen Accounts, die ich bisher schon gesehen und betreut habe und die wir als Agentur betreuen, lassen sich dann doch immer so die recht gleichen 5 Themen bündeln, die man bei ca 80-90% aller Seller sehen kann, dass da noch Potenzial ist, und die habe ich versucht, heute vorzubereiten und möglichst verständlich für euch mitzubringen und aufzubereiten. Dementsprechend haben wir Fehlerpotenzial Nummer 1, und zwar, dass die aktuelle Strategie nicht zu der Unternehmensvision passt.   Was meine ich damit? Also? was wir ganz klassisch und häufig immer beobachten, ist, dass SellerInnen sagen hey, mein Produkt, ja, xy steht auf der Folie. Mein Produkt, der weiß ich nicht, akkubora, der war damals mal Bestseller, und jetzt habe ich kaum noch Sichtbarkeit, werde kaum noch gesehen. Oder aber auch Aussagen wie ja, ich will bei mir im Ranking in meiner Kategorie nach oben klettern.   Mein Akkubora ist im Moment auf Platz 275 in der Kategorie Akkubora, und ich muss aber trotzdem profitabel sein und will ein Zielakos von 5% haben. Dann sind das einfach ja verschiedene Aussagen, die aus unserer Sicht so halt absolut im Widerspruch zueinander stehen, die so nicht passen. Weil ja, wenn man langfristig am Markt gut platziert sein möchte und möglichst profitabel Werbung schalten möchte und seinen Markt im besten Fall auch langfristig dominieren möchte, muss man einfach gucken, wie man verschiedene Parameter und Zielsitzungen so festlegt, dass man eben auch genau alle Zielsitzungen bestmöglich erreicht. Und das ist einfach so ein großer Punkt, dass viele Seller einfach sagen hey, ich habe hier ein Akkos, mit dem habe ich schon immer ganz gute Ergebnisse gefahren, ich mache genauso weiter, damit schaffe ich aber irgendwie nicht, meine Rankings zu verbessern, will aber langfristig irgendwie dann doch organisch auch unter den Top 10 in meiner Kategorie sein. Und das sind dann für mich einfach Punkte, wo ich sage, da muss man definitiv die Strategie überdenken.   Es geht dann auch nicht darum, den Akkos von heute auf morgen von 5% auf 50% hochzusetzen und sein restliches Leben lang nur noch mit einem 50%igen Akkos unterwegs zu sein, aber hier ganz klar mal zu überlegen okay, wie kann ich meine Zielsetzung bzw meine Strategie so ausrichten, dass ich meine Zielsetzung erreiche, um entsprechend auch die Ziele zu erreichen, heißt hier die Leitfrage, die ich vor allem mit Fehlerpotenzial 1 einmal mitgeben möchte ist deine Strategie wirklich so gewählt, dass du auch realistisch deine Ziele erreichen kannst? oder hast du eigentlich irgendeine Strategie gewählt, die du schon seit Jahren fährst, die vermeintlich gar nicht dazu führen kann, dass du überhaupt auch nur ansatzweise die Ziele erreicht, dass es Fehlerpotenzial 1, was ich hierfür heute mitgebracht habe, Ja, das trifft euch auf den Kopf, richtig.   Marcus Mokros: Wenn man von außen steht, will man wahrscheinlich alles, ohne zu sehen, was realistisch ist für die Phase Darauf will es wahrscheinlich hinaus, akzeptieren muss, in welcher phase man sich gerade befindet.   Felix: Absolut, und dass man da auch regelmäßig sich hinterfragt, weil es kann natürlich sein, dass man launcht, dass man sich gut im Markt platziert Und nach einem Jahr echt sehr gute Ergebnisse erzielt, ein gutes Ranking hat, gut dabei ist, und nach einer Zeit kommen immer wieder Konkurrenten auf den Markt, das Marktumfeld verändert sich, es wird kompetitiver, cpc steigen an, gebote steigen an, die Sichtbarkeit schränkt Oder sinkt dadurch, und dass man dann auch, obwohl man schon mal gut platziert war, trotzdem wieder irgendwann zurück zum Ursprung gehen muss und dann mal wieder für ein paar Monate eine andere Strategie wählen muss, um sich wieder besser zu platzieren, heißt das Ganze quasi immer periodisch in unterschiedlichen Zykluslängen einfach wiederkehrende Themen, die einfach bei jedem Seller immer auf dem Schirm sein drücken. Und das bringt mich auch so ein bisschen zum zweiten Punkt. Hier würde ich nämlich jetzt so ein bisschen von dieser allgemeinen Aussage, die ich gerade getroffen habe, weggehen und versuchen, mal mit konkreten Beispielen hier rein zu gehen, nämlich bei dem Tipp, je niedriger mein Akos also, beziehungsweise Tipp Nummer zwei für ein Fehlerpotenzial ist zu sagen je niedriger mein Akos ist, desto höher ist meine Profitabilität und umso mehr Gewinn erziele ich. Und jetzt habe ich hier für alle, die auf YouTube dabei sind, vier Grafen mitgebracht, die ihr sehen könnt, für alle.   Im Podcast versuche ich euch jetzt mal so ein bisschen abzuholen. Was man hier nämlich sehen kann, sind vier Grafen mit unterschiedlichen Umsatz-Akos-Entwicklungskurven, also in einer unterschiedlichen Relation zueinander. Und es gibt Märkte. Da sieht man relativ einfach okay, gehe ich mit einem fünfprozentigen Ziel-Akos rein und halte einen fünfprozentigen Ziel-Akos, mache ich 1000 Euro Umsatz, verdoppelte ich beispielsweise den Akos, verdoppelte ich beispielsweise auch meinen Umsatz, gehe ich auf einen zehnprozentigen Akos landig bei 2000 Euro? ne, bei einem zehnprozentigen genau bei 2000,.   Bei 15 prozentigen, bei 3000 Euro heißt wir haben einfach eine lineare Steigung, so ein bisschen im Verhältnis wie viel gebe ich aus, wie viel kommt rein, und der Akos bleibt recht gleich. Dann gibt es aber auch Märkte, wo wir einfach sehen okay, es gibt gar nicht so viel Konkurrenz. Und wenn ich jetzt statt mit einem fünfprozentigen Akos deutlich aggressiver reingehe, zum Beispiel mit einem zehnprozentigen Akos, dann kriege ich gar nicht mehr unbedingt das Doppelte raus, sondern kriege immer weniger raus. Das heißt, ich habe einen abnehmenden Grenzenutzen.   Ist zum Beispiel so ein klassischer Fall du bist in einem Markt, in einem Nische unterwegs, die nicht sehr kompetitiv ist, da schaltest du Werbung, du bist super profitabel, hast organisch vielleicht irgendwie den ersten oder den zweiten Platz und bist mit relativ niedrigen Geboten auch dann über die Werbung sehr, sehr gut sichtbar, und da jetzt einfach die Gebote noch weiter hochzuschrauben, wird dir vermeintlich nicht viel mehr an Umsatz bringen, einfach weil du organisch schon super gut sichtbar bist und weil du auch über die Werbung relativ einfach und günstig gute Werbepfetze einnehmen kannst, sondern eine Erhöhung der Gebote und auch das Akos würde nur dazu führen, dass einfach die gesamten Kosten steigen, der Umsatz aber relativ gesehen immer weniger ansteigt. Und dann haben wir dazu natürlich noch das Pendant, nämlich so eine Art exponentielle Profitabilitätsentwicklung, die wir vor allem immer in kompetitiven Märkten sehen. Heißt ja klassische Beispiele irgendwas Handyzubehör oder Supplementbereich, wo du einfach sehr viele Mitbewerbe hast. Wenn du da mit einem fünfprozentigen Akos reingehst, kriegst du ein kleines Stück vom Kuchen. Aber wenn du da aggressiver reingehst und vielleicht mal den doppelten Akos wie zehn Prozent wählst, kann es sogar sein, dass du durch die noch bessere Sichtbarkeit auch noch mehr an Umsätzen gewinnst.   Als du an Akos oben draufpackst, heißt, die Umsatzkurve steigt einfach deutlich schneller an als die Akos Kurve. Heißt, je mehr du in Erwerbungen investierst, desto besser sichtbar bist du und umso mehr Umsätze kriegst du auch noch rein. Und die drei Grafen würde ich gerne mal so ein bisschen gegenüberstellen, weil wir jetzt natürlich das Szenario haben Okay, sagen wir, wir haben ein Beispielprodukt, wo wir eine Marge von 20 Prozent haben. Und wenn ich jetzt mit einer 20-prozentigen Marge im linearen Profitabilitätsentwicklungsmarkt sage, ich will möglichst profitabel sein, und ich gehe mit einem fünfprozentigen Akos ran, dann habe ich nämlich noch 15 Prozent ich nenn es einfach mal in Anführzeichen Gewinn übrig, und 15 Prozent von 1000 Euro Umsatz sind 150, und du bist bei 150 Euro gewinn.   Würdest du jetzt aber beispielsweise sagen, dass du in dem Markt sagst okay, ich gehe vielleicht nicht mit einem fünfprozentigen Akos rein, sondern mit einem zehnprozentigen Akos, dann hat man ja im ersten Moment die Vermutung okay, ich erhöhe den Akos, verdoppel den Akos, bleibt mir viel weniger Gewinn am Ende übrig, nämlich statt 15 Prozent wie eben nur noch 10 Prozent. Aber der große Unterschied ist eben hier, dass du natürlich auch mehr Umsätze machst, und in dem Beispiel hast du dann bei 2000 Euro Umsatz. Wenn wir diese lineare Profitabilitätsentwicklung haben, hast du entsprechend nur noch 10 Prozent davon als Gewinn übrig. Die 10 Prozent von 2000 sind dann aber 200 Euro.   Absolut, das bedeutet absolut, kannst du dann hier sogar mit einem höheren Akos noch höhere Gewinne einfahren. Und deswegen so ein bisschen dieser Glaubenssatz je niediger mein Akos, desto höher die Profitabilität, stimmt nicht immer, und um da vielleicht so ein bisschen auch den Bezug auf den abnehmenden Grenzen nutzen zu nehmen und die exponentielle Profitabilitätsentwicklung hier gilt halt rauszufinden. Okay, wenn ich in einem Bereich mit einem abnehmenden Grenzen nutzen bin, da macht es vielleicht nicht immer unbedingt Sinn, den Akos bis ins unermäßliche zu steigern und mehr Umsatz zu machen und so mehr Gewinn rauszuholen. In dem exponentiellen Profitabilitätsentwicklungsmarkt hingegen vielleicht schon. Und jetzt weiß ich auch, dass die Beispiele sehr, sehr theoretisch sind, weil kein Markt sieht per se so aus.   Deswegen habe ich euch auf der nächsten Folie mal versucht, ein reales Konstrukt mitzubringen, um da nochmal einen weiteren Beispiel, wirklich den Benefit zu begründen. Hier haben wir nämlich jetzt mal einen Markt genommen, weil kein Markt ist in jeder Phase immer nur exponentiell oder abnehmend im Grenzen nutzen oder linear, sondern es gibt einfach ja verschiedene ich sage mal Spielräume von Akoswerten und CPCs, wo man sehr, sehr wenig Sichtbarkeit bekommt und dementsprechend auch sehr, sehr wenig Umsatz, man ab einer gewissen Höhe aber auf einmal zum Beispiel Top of Search erreicht, die erste Suchergebniszeit erreicht und so weiter und so fort viel mehr Sichtbarkeit bekommt und auf einmal wieder so einen exponentiellen Schub hat an Umsätzen, die reinkommen. Und ja, jetzt habe ich hier ein Beispiel. Ich versuche, es auch hier nochmal so runterzubrechen, dass jeder, der kein Bild dazu hat. Also deswegen glaube ich, gerade für die Folie super spannend, wenn man sich das über YouTube anguckt aber auch so runterzubrechen, dass man da auch im Podcast ganz gut folgen kann.   Nehmen wir mal das Beispiel wir haben ein Produkt, das uns eine 30%ige Marge liefert. Dann können wir beobachten, dass wir mit einem 5%igen Akos sehr, sehr niedrige Gebote, vielleicht 1000 Euro in eine Woche an Umsatz reinholen, und wir haben jetzt eine 30%ige Marge. Beziehungsweise ich sehe gerade, ich habe in dem Beispiel in der Folie 30% reingeschrieben, habe dann aber mit 25% gerechnet. Deswegen würde ich kurz nochmal einen Schritt zurückgehen und bei dem Beispiel sagen wir haben kein Produkt mit einer 30%igen Marge, sondern mit einer 25%igen Marge. Also nochmal von vorne Ihr habt ein Produkt mit einer 25%igen Marge und sagt okay, wir wollen möglichst profitabel sein.   Ich gehe mit einem 5%igen Akos rein und macht dann da dadurch, dass man mit 5%igen Akos nicht sehr viel Spiel hat, in der Gebotshöhe einen Umsatz in der Woche von 1000 Euro. Dann haben wir die 1000 Euro, haben 25%ige Marge, 5% gehen aber vom Akos in die Werbeausgaben rein, heißt, uns bleiben 20% übrig. Also haben wir 20% Gewinn pro Woche über die Werbung und erzielen insgesamt einen Gewinn von 200 Euro. Würde man jetzt den Akos ein bisschen anheben Richtung 10%, dann kann es immer noch sein, dass wir mit 10% Akos noch nicht so hohe Gebote haben, dass wir wirklich die relevanten konversionstarken Plätze bekommen, wo wir ausgespielt werden, was dann dazu führt, dass verhältnismäßig der Akos sehr viel ansteigt, nämlich im Vergleich zum 5% Akos sich verdoppelt, die Umsätze sich aber nicht verdoppeln, sondern wir verhältnismäßig mehr ausgeben und bei 1750 Euro Umsatz landen und dann entsprechend 25% Marge minus 10% Akos den Gewinn von 262,50 Euro haben. Das heißt, obwohl sogar wir hier im leicht abnehmenden Grenz nutzen sind, wenn wir nach der Beispiel-Grafik von eben gehen, können wir trotzdem mit einem höheren Akos hier dafür sorgen, dass wir mehr Gewinn am Ende des Tages rausholen.   Spielen wir das Spiel noch ein bisschen weiter, gehen auf einen 12,5%igen Akos, dann steigt der Umsatz verhältnismäßig noch ein bisschen weniger stark. Wir haben nur noch 12,5% Gewinn übrig, nämlich 25% Marge minus 12,5% Akos, und sind bei 1900 Euro Umsatz auf einmal nur noch bei einem Gewinn von 237 Euro. Das heißt, jetzt könnte das ein Indiz dafür sein, dass wir sagen okay, unser optimaler Sweetspot liegt vielleicht nicht bei 12%, sondern liegt eher bei 10%. Also könnte man sagen okay, wir wählen hier vielleicht eine Strategie, wo wir einen 10%igen Akos anvisieren, weil wir hier deutlich mehr Gewinn rausholen. Oder aber man sagt okay, wir testen, wo liegen wirklich die Potenziale?   weil wenn ich mir 12,5% Akos sehe, dass ich immer noch eine sehr geringe Ausspielung auf der ersten Suchergebnis-Seite habe, dass man sagt, wir wollen wirklich mal ganz oben ausgespielt werden, wo es relevant ist, und hier die Grenze vielleicht schon bei einem 15%igen Akos liegt, dass das gelingt, können wir dann das ich sag mal Finn und Meen beobachten, dass wir dann, wenn wir auf der ersten Suchergebnis-Seite ausgespielt werden, deutlich bessere Conversion Rates haben, wie auf einmal pro Woche einen riesigen Umsatzspunk kriegen können, durch eben mehr Sichtbarkeit, durchhöre, conversion Rates und 4.000 Euro einen Umsatz erzielen und dann entsprechend 10% Gewinn übrig haben, also 25% Marge minus 15% Akos, was dann im Gewinn von 400 Euro entspricht.   Und wenn wir dann sagen, okay, da sind wir gut dabei, dann lass uns doch nochmal testen, was geht denn darüber hinaus noch? Wir dann wieder beobachten, weil jeder Markt wird ab einem gewissen Punkt, ab einem gewissen Akos dann immer mehr zu einem abnehmenden Grenz nutzen So dann sehen okay, ab einem 20%igen Akos steigen die Umsätze kaum noch an, und auf einmal schneiden wir uns sehr, sehr viel von unserem Gewinn ab, kriegen aber gar nicht mehr so viel mehr an Umsatzwachstum rein und landen dann in dem Beispiel mit 20% Akos vielleicht bei 4.250 Euro Umsatz, und das macht dann ein Gewinn von 212 Euro aus, und wir sind wieder bei einem sehr, sehr niedrigen Gewinn. Und das ist so ein bisschen ich sag mal, fehlerpotenzial.   2, was ich hier herbei oder ja ein bisschen auf den Schirm rufen möchte je niedriger mein Akos, desto höher meine Profitabilität und umso höher ist mein Gewinn.   Auch hier nicht immer stimmt heißt, es geht immer darum, den Sweetspot rauszufinden, und da vielleicht direkt noch ein Praxistipp von mir mit, den ich damit geben möchte Wir sind immer ein großer Fan davon, wenn wir nicht wissen, wo der Sweetspot liegt, etwas höher anzufangen und uns dann nach unten zu navigieren, also vielleicht im 20. Bereich in dem Beispiel anzufangen, dass wir immer noch profitabel sind und wir im schlimmsten Fall nichts verlieren können, sondern ja gute Umsätze machen, auch die Rankingsteigern wertvolle Optimierungsdaten sammeln. Aber dann von oben gucken okay ab, wo werden wir wirklich profitabel, wo liegt unser Sweetspot? dass wir da keine Umsatzpotenziale verpassen? weil würden wir hier in dem Beispiel einfach immer bei 10% bleiben und versuchen, damit profitabel zu sein, würden wir einfach dieses Umsatzpotenzial, was möglicherweise bei 15% besteht, niemals sehen und uns da wirklich auf Monate und Jahre hinweg gesehen wirklich Tausende von Euros liegen lassen, die wir da profitabel reinholen können. Yes, das so ein bisschen zu vieler Potenzial. 2, ich hoffe, es war nicht zu kriptisch an der Stelle.   Marcus Mokros: Ja, das ist wirklich sehr, sehr gut auf den Punkt gebracht und ja, das ist wahrscheinlich absolut verständlich, die Denkweise zu sagen. Ich möchte so wenig wie möglich aus der Hand geben pro Sale. Aber genau wie du es richtig auf den Punkt bringst, holt man sich halt dann über den Umsatz rein. Und deswegen heißt es mit PPC testen, testen, testen ja.   Felix: Absolut testen, testen. Testen ist auch mein Lieblingsschlagwort, weil auch wir haben natürlich keine Glaskugel. Heißt, wir müssen bei jedem Produkt, bei jedem unserer Kunden auch immer wieder schauen wo ist der Markt, wie konvertiert unser Produkt, auch wenn wir auf der ersten Seite ausgespielt werden, wo können sweet spots liegen? heißt auch, wir haben keine Kristallkugel. Wir testen uns ran, gucken dann, was sind die besten Daten, arbeiten damit, testen, wie das Ganze läuft, und wenn es nicht so gut läuft, wie wir es haben wollen, testen wir wieder weiter. Und ja, so ist es ein stetiges Testen und optimieren. Deswegen würde ich sagen, die Optimierung schläft an der Stelle auch nie ein, sondern ja, es ist immer ein stetiges Testen an den sweet spot. Den wird man auch niemals 100% treffen, und es geht immer darum, möglichst nah ran zu kommen. Cool, ja, jawoll.   Damit würde ich auch direkt übergehen zum dritten Fehlerpotenzial im PPC Bereich, nämlich dem Potenzial oder beziehungsweise dem Fakt, dass du als Seller kein optimal Marketingfunnelansatz nutzt und dir nicht der positiven Effekt bewusst bist, die der mit sich bringen kann, wenn man ihn entsprechend effizient nutzt. Ich habe euch hier mal die klassische Marketingfunnel-Definition von Amazon auch mitgewacht. Amazon unterteilt den Marketingfunnel in vier große Bereiche, nämlich einmal ja, kann man sich vorstellen, wie so eine Art Trichter ganz oben fällt ganz, ganz breit alles möglich rein, alle möglichen Zielgruppen, und ganz unten kommt dann wirklich der in Anführzeichen beste Käufer raus, der die höchsten Conversion Rates hat, der immer wieder eure Produkte kauft und wo einfach die ja die Conversion Wahrscheinlichkeit am allerhöchsten ist, und ja, so seine Werbung nach diesem Trichter und Funnelsatz aufzubauen, bringt einfach super viele Vorteile, auf die ich hier gerne einmal eingeben möchte und so ein bisschen ja das auch mit der Werbung und den Werbeformaten verknüpfen möchte, um auch hier aufzuzeigen, welche möglichen Fehlerpotenziale eventuell bei dir oder bei euch bestehen könnten. Und der Marketingfunnelansatz von Amazon gliedert sich, wie gesagt, in vier Punkte, nämlich ganz, ganz oben der Awareness-Bereich, also ein bisschen der Bewusstseins-Bereich, bedeutet da versuchen wir, kunden anzusprechen, bevor es überhaupt erste Kaufsignale gibt. Ich habe gerade mal das Beispiel von dem Akkuborb reingeworfen. Es könnte jetzt zum Beispiel sowas sein, dass wir eine Sponsor-Product-Kampagne schalten, wo wir einfach nur ganz breit auf das Keyword Werkzeug ausspielen, das heißt, jemand, der Werkzeug eingibt, und da gibt es ein sehr, sehr hohes Volumen.   Ich persönlich würde auf Amazon vermutlich nicht so suchen. Die Daten zeigen aber oder sprechen. Eine andere Sprache Heißt, über das Keyword Werkzeug gibt es super viele Impressionen, ganz, ganz viele Leute, die nachsuchen. Aber ich glaube, ich muss euch nicht sagen, dass, wenn jemand Werkzeug eingibt, die Wahrscheinlichkeit, dass die Anzahl von Leuten, die so danach suchen, dann auch am Ende den Akkuborra kaufen, vermutlich relativ gering ist. Es wird aber trotzdem Leute geben, aber der Anteil ist sehr, sehr gering, während wir, wenn wir uns weiter nach unten im Trich da und im Funnel bewegen, eine immer höhere Kauf-Verscheinlichkeit haben werden.   Bedeutet ja, ich habe es gerade schon mit dem Beispiel ein klassisches Fethat Keyword im Sponsor-Product-Bereich gebracht. Oder was natürlich auch super gut passt für Awareness und vor allem markenbewusstsein, sind Sponsor-Brands anzeigen oder auch beispielsweise Sponsor-Display anzeigen Jeder Art, auch vor allem auf Audiences oder auf Zielgruppen. Und das sind Kampagnen, wo es absolut nicht darum geht, einen sehr, sehr niedrigen Akkus und eine hohe Profitabilität zu erzielen, sondern wir wissen, da oben im Funnel bewegen sich ganz, ganz viele Leute, und selbst wenn wir nur ein Prozent davon abkriegen, was verhältnismäßig eine wahrscheinlich eher schwächere Conversion Rate ist, haben wir damit ein riesiges Umsatzpotenzial. Und vor allem es geht, wie gesagt, da gar nicht unbedingt um die Verkäufe an sich da greife ich aber jetzt schon so ein bisschen Punkt von später vor, da gehe ich später noch mal intensiver bei einem anderen Federpotenzial auf einen sondern es geht vor allem darum, einfach erstmal für Bewusstsein zu sorgen.   Wir wollen noch gar keinen Verkauf tätigen. Wir wollen einfach nur gesehen werden. Dann haben wir den nächsten Schritt, den Consideration Bereich, also die Berücksichtigung. Da wollen wir dann Kundinnen ansprechen, die schon eine konkrete Kaufintention besitzen und wollen einfach breit im gesamten Markt oder auf Kategorien ausspielen. Das heißt auch hier, um Beispiele zu nennen, wer jetzt zum Beispiel nicht mehr nur Werkzeug, sondern wer dann zum Beispiel so was wie Bohrmaschinen relativ breit ausgespielt, um einfach da zu sagen okay, wir wissen nicht, will ja jemanden Akkuschrauber, irgendeine bestimmte Marke haben oder wie auch immer.   Aber wir gehen schon ein bisschen tagetierter rein oder können natürlich auch dann wieder so ein bisschen Sponsored Product oder Sponsored Display mäßig einfach direkt ganze Kategorien ansprechen, also auch da jemand, der sich in der Kategorie bewegt, die gut zu einem Akkuschrauber passt, dass wir sagen okay, hier wollen wir direkt drauf gehen, die Leute wollen wir ansprechen und sind da schon ein bisschen tagetierter und haben schon ein bisschen vorelektiert an Leuten, die wir hier ansprechen wollen. Dann haben wir im dritten Schritt den Conversion Bereich, und hier geht es jetzt ganz klar darum, wirklich Performance im Sinne von gute Profitabilität und hohes Umsatzniveau zu erzielen. Da wollen wir nämlich Kundinnen tagetieren, die wir ganz gezielt zu Conversions bringen wollen, und ganz gezielte Keyboarder hinterlegen. Das könnte dann zum Beispiel Akkuschrauber, akkuschrauber, wenn das Ding in Farbe schwarz verfügbar ist, akkuschrauber schwarz, akkuschrauber mit irgendwelchen ich sag mal Produktmerkmalen, die das Produkt aufweist, hier direkt mit reinzunehmen und die Leute zu tagetieren, die wirklich ganz genau wissen, was sie wollen, und auch da dann ganz klassisch im Sponsored Products Bereich diese Leute anzuvisieren und dann da auch wirklich in Anführzeichen gute, weil was ist eine gute Werbung? dementsprechend eher in anderen Worten gesagt, eine profitable und eine umsatzstarke Werbung zu schalten und hier die Kunden abzuholen. Und dann haben wir im letzten Schritt noch Loyalität, also einfach Kunden zum Beispiel wiederholt zu tagetieren und mir einfach Kundinnen zu tagetieren, die bereits ganz gezielt nach unserer Marke suchen, wenn wir nicht nur gute Akkuschrauber haben, sondern vielleicht auch ich weiß nicht gute Schleifsteine, gute, was auch immer es noch an Werkzeugzubehör gibt, einfach Leute zu tagetieren, die schon nach uns als unserer Marke suchen, und ja, die erneut insvisiert zu nehmen. Und da bietet sich halt auch ganz klar wieder der Sponsored Products Bereich an, wo wir auf Markenkeywords gehen können, oder zum Beispiel auch der Sponsored Display Bereich, wo wir hier sagen können okay, wir wollen alle Leute tagetieren, die in den letzten 7, 14, 30, 60, 90 Tagen ein Produkt XY von uns gekauft haben, und einfach da nochmal sagen hey, wir haben auch noch andere Produkte, oder wenn es wiederkehrende Kaufoptionen sind, wie zum Beispiel Produkte, die man in einem 30, 60, tages, 90 Zeitfenster braucht sei es klassisches Beispiel Hundefutter zum Beispiel oder Nahrungsergänzung einfach zu sagen, hey, ihr habt schon mal bei uns gekauft, wir würden gerne Wiederwerbung spielen und euch damit wieder anvisieren. Und ja, dann da einfach ganz klar nochmal auf die Zylgruppe gehen, wo man weiß, die hat schon gekauft und die ist vermeintlich zufrieden. Und das ist der klassische Marketing Funnel Ansatz. Und was wir beobachten und deswegen auch Das war kurz so ein bisschen die Einleitung, um Kontext zu dem Ganzen zu geben Was wir beobachten, ist, dass sich Kampagnen angeguckt werden, die in diesem dritten Segment sind nämlich schon fast ganz unten im Funnel, nämlich im Conversion Bereich, wo es um Profitabilität geht und gute Arcos-Werte, wo einfach gesagt wird okay, hier, die Kampagne, die ihr hier laufen habt, die hatten viel zu hohen Arcos, beispielsweise in der Sponsored Display Kampagne, die performt gar nicht gut, die schalten wir aus, solche Kampagnen brauchen wir gar nicht. Und jetzt will ich so ein bisschen zu dem Effekt übergehen und ein Beispiel aus der Welt außerhalb von Amazon mit reinbringen.   Nimm ich so ein bisschen das klassische Beispiel ihr fahrt über die Autobahn und seht dann auf der Autobahn diese riesigen Anzeigetafeln, wo wir jetzt zum Beispiel irgendeine Fast-Food-Kette sehen oder irgendeine Kaugummi-Marke, Und ich würde mich in dem Beispiel mal auf eine Kaugummi-Marke beziehen, und das ist jetzt zum Beispiel eine Werbetafel, die sich die Kaugummi-Marke gekauft hat, wo sie Geld für ausgibt. Aber diese Werbung dafür wird niemals dazu führen, dass ich jetzt in diesem Moment einen Kaugummi kaufen kann, weil er sitzt im Auto, fährt über die Autobahn und hat keine Möglichkeit, einen Kaugummi zu kaufen. Die Werbung kann aber dazu führen, dass der potenzielle Käufer sich denkt cool, da vorne kommt eine Raststätte mit einem kleinen Supermarkt, oder an der Raststätte gucke ich mal, ob es das Kaugummi gibt, fährt rechts raus, weil er nach drei Stunden Autofahrt Lust hat, einen Kaugummi zu konsumieren, und geht dann eben zur Raststätte, wo er dann eben sagt hey, ich sehe da jetzt das Kaugummi vorne in der Ablage, ich kaufe mir das Kaugummi. Und dieser Verkauf kann in dem Sinne so gesehen gar nicht richtig zugeordnet werden, weil man nicht weiß, welche Einflüsse den Kunden alle begleiten.   Und deswegen ist im Marketing Funnel dieser Awareness-Bereich auch einfach super wichtig, weil er schon mal für die ersten Kontaktpunkte sorgt, weil er vielleicht dafür sorgt, dass ein Kunde zu einem späteren Zeitpunkt kauft. Und da würde ich gerne so zwei Werbeformate gegenüberstellen, nämlich Sponsored-Display, zum Beispiel Werbetafel auf der Autobahn und Sponsored-Product beispielsweise der Platz, wo ein Produkt direkt neben der Kasse angeboten wird. Weil wir haben im Sponsored-Display-Bereich die Möglichkeit, ganz viele Leute anzusprechen, auch die, die nicht gerade im Supermarkt sind, und das führt vielleicht dazu, dass die in den Supermarkt gehen und sich dieses Produkt kaufen. Und wenn dann jemand in den Supermarkt geht und sich das Produkt kauft, er dann ganz klar über die Sponsored-Product-Kampagne geht, nämlich dann über das Produkt, was schon direkt bei der Kasse ausliegt, wo noch so ein kleiner Pappbanner daneben dran steht für irgendeine Sonderrabatt-Aktion oder neues Produkt, neues Kauge-Armarkt oder ne, wie auch immer. Ich glaube, ihr wisst so ein bisschen, wo ich hin möchte Und dann da eben zuschlägt.   Und was wir ganz oft beobachten, ist, dass dann gesagt wird okay, eine Sponsored-Display-Kampagne performt in der Regel schlechter als eine Sponsored-Product-Kampagne, also schalten wir die aus. Was aber vergessen wird, ist, dass wir ganz, ganz häufig den Punkt haben, dass wir über eine Sponsored-Display-Kampagne Leute schon bereits auf uns aufmerksam machen können und ganz viele Käufer erst eine Sponsored-Display-Kampagne anklicken und sich das Produkt angucken, noch mal ein bisschen stöbern und sich dann zu einem späteren Zeitpunkt für eine Sponsored-Product-Kampagne, einfach weil sie auch eingängiger und größer ist, dann nochmal wieder fürs Produkt entscheiden, auf unser Produkt gehen, das Produkt kaufen und er verkauft, dann der Sponsored-Product-Kampagne zugeordnet wird, obwohl die Sponsored-Display-Kampagne eigentlich den Weg geebnet hat. Das bedeutet nicht, jede Kampagne sollte immer das gleiche Ziel verfolgen und sollte mit dem gleichen Akkuswert betrachtet werden, sondern wir haben unterschiedliche Kampagnen, die unterschiedliche Funktionen haben, die entsprechend auch unterschiedlich bewertet werden sollten und unterschiedliche Ziele verfolgen sollten Und dementsprechend und das ist das Fehlerpotenzial einfach nur zu sagen okay, die Kampagne hat einen schlechten Akkus, die ist schlecht, die schalte ich aus, die optimiere ich ganz stark runter, ist ein riesiges Fehlerpotenzial. Was wir sehen Und was super cool sein wird, ist, dass Amazon auch gerade da die Marketing Cloud immer mehr zur Verfügung stellt und ausrollt, sodass wir in Zukunft beispielsweise über Agenturen oder über die API die Möglichkeit haben, wirklich die Customer Journey zu verfolgen und zu sehen.   Okay, hier wurden Kauf getätigt, der Kunde ist auf drei Ads gegangen, ist einmal auf ein Sponsored-Display-Ad gegangen, dann auf ein Sponsored-Product-Ad und hat erst beim dritten Mal, als er dann auf das Sponsored-Product-Ad ein Wiederholz mal war, dann erst gekauft, und dann sehen wir wirklich auch den Benefit und können messen okay, wie viel Benefit gibt uns eigentlich eine Sponsored-Display-Kampagne? weil wenn der erste Kontakt über Display kommt und dann nochmal über Sponsored-Product an den Sponsored-Product gekauft wird, dann wird der Verkauf ganz klar der Sponsored-Product-Kampagne zugeordnet, obwohl die Display-Kampagne überhaupt erst den ersten Kontakt hergestellt hat. Und das ist in der langen Rede und im sehr, sehr kurzen Sinn am Ende Fehlerpotenzial 3, was ich hierfür heute aufbereitet und mitgebracht habe.   Marcus Mokros: Ja, das fand ich jetzt spannend, ist interessant. Das war anfangs, wo du die verschiedenen Punkte vorgestellt hast, auch meine Frage wie kann ich denn messen, ob eben meine Aktivitäten meine Marke bekannt dazu machen, mein Markenbewusstsein, ob das auch sich für mich lohnt, im Gegensatz zu Convergence, da ist es ja, da liegt es ja klar auf der Hand. Ja, aber das ist jetzt interessant. Das fand ich sehr spannend.   Felix: Ja, definitiv, da werden auch mit Sicherheit noch viele coole Sachen kommen, weil Amazon uns einfach immer mehr Daten zur Verfügung stellt. Und auch da, was Amazon in der Pipeline hat, auch gerade für die nächsten zwei Quartale, ist super spannend. Also, da kriegen wir immer mehr Einsicht auch wirklich, wie so ein bisschen die ganze Customer Journey entsteht und aussieht Und wir dadurch natürlich noch viel, viel sinnvollere Optimierungsentscheidungen auch treffen können und unsere Strategie nachhaltig auch noch besser aufstellen können. Und das ist halt super schön, dass Amazon sich auch da in den letzten Jahren schon mehr in die Richtung entwickelt hat und auch in den kommenden Jahren mit Sicherheit immer mehr und mehr in die Richtung entwickeln wird. Jawoll, das bringt mich in Wehmzuge auch schon zum vierten Fehlerpotenzial, und das bedeutet ja, es ist so ein bisschen, ich würde sagen, baut auch Fehlerpotenzial 3 auf und macht so ein bisschen die Einleitung und ebnet den Weg für gleich für Fehlerpotenzial 5. Ich habe es aber trotzdem als eigenen separaten Punkt mit reingenommen, auch wenn ich den Satz eben schon mal irgendwo, glaube ich, in einem Nebensatz versteckt habe.   Fehlerpotenzial 4 ist nämlich, dass alle Kampagnen und alle Targetierungen das gleiche Akkos-Ziel verfolgen und alle möglichst profitabel laufen sollten. Also ja, mit dem Beispiel von gerade, glaube ich, wird relativ schnell ersichtlich, dass nicht jede Targetierung den gleichen Akkos-Zielwert und den gleichen Zweck erfüllen sollte Und ja man da einfach gucken kann, dass man das Budget sinnvoll einsetzt und entsprechende Zielsetzung ausrichtet. Auch hier habe ich euch noch mal ein Beispiel mitgebracht. Wenn wir jetzt ok, akkubora ist ein sehr, sehr umkämpfter Markt.   Deswegen ja, wenn ihr irgendeinen Markt habt, wo ihr euch denkt hey, ok, ich bin da für gewisse Keywords organisch schon auf Platz 1 oder auf Platz 2 sichtbar, dann passt das Beispiel eigentlich ganz gut, weil dann muss ich mir kein Zauß in den Finger ziehen, dann kann sich jeder selber überlegen, wenn der Situation ist, dass er für manche Keyworder bereits organisch sehr, sehr gut rankt, dann haben wir hier nämlich das Beispiel, dass wir sagen können ok, wir schalten Werbung zum Beispiel über den Sponsor-Product-Bereich, und ja, werden da ganz oben ausgespielt und können natürlich zu einem profitablen Akkos gut performen, vor allem, wenn wir organisch auch schon sehr, sehr relevant für das Keyword ja gerankt werden.   Und hier ist jetzt beispielsweise die Situation und die Gefahr, dass es sein kann, dass wir, wenn wir organisch auf Platz 1 sind für ein gewisses Keyword und unsere Konkurrenz ja nicht wirklich eine Konkurrenz ist, weil wir sind deutlich besser vom Produkt, wir haben mehr Bewertungen, wir haben vielleicht einen besseren Preis oder der Markt ist einfach noch gar nicht so übersättigt, dass wir da einfach der absolute Biggest Player sind, und jeder, der die Produkte die ersten vier oben sieht, entscheidet sich zu 80 Prozent. Für uns Kann es dann dazu führen, dass, wenn wir hier auch Werbung schalten über Sponsor-Product und uns gleichzeitig neben unsere organische Anzeige noch per Werbung neben dran setzen, dass sich unser Umsatzniveau nicht wirklich erhöht, weil die Nachfrage steigt nicht wirklich mehr wir decken organisch schon super viel ab sondern das Einzige, was passiert, ist, dass wir das mit der Sponsor-Product-Werbung noch weiter oben angezeigt werden, wie einfach nur so einen kleinen Shift sehen und sich ich sage mal in Anführerzeichen die Umsätze, die Werbeumsätze kannibalisieren, bedeutet, wie einfach das Umsatzniveau aus der organischen Anzeige rüberziehen in die Ad-Anzeige, das Umsatzniveau insgesamt nicht steigt, sondern wir einfach nur anfangen, geld auszugeben für Sales, die wir vermeintlich eh schon ausgegeben haben. Auch hier jetzt bitte nicht falsch verstehen ich bin auch häufig ein großer Fan davon, wenn wir organisch auf Platz 1 sind, trotzdem Werbung zu schalten und je nachdem manchmal auch trotzdem aggressiv zu schalten, weil es natürlich ein Werbeplatz, den Konkurrent sonst nicht mehr einnehmen kann, der uns irgendwann auch den Rang ablaufen kann. Das bedeutet, das ist eine Sache, die muss man immer im Hinterkopf behalten. Wir gehen jetzt aber hier vor allem darum, auch einfach mal zu überdenken, ob auch da eine Sponsor-Product-Kampagne mit einem sehr, sehr guten Arcos da immer wirklich das Maß aller Dinge ist, oder ob es in solchen Fällen nicht vielleicht sogar sinnvoll ist, eine profitable Sponsor-Product-Kampagne deutlich zu reduzieren und in den Hintergrund zu setzen und vielleicht eine Sponsor-Display-Kampagne zu schalten, die ihn vielleicht 4 oder 5-fach so hohen Arcos hat, weil uns die einen größen Bannerfind gibt. Wenn ich das Stichwort Tarkos noch mit reinwerfe, und um hier direkt das Ganze ein bisschen zu konkretisieren was meine ich gerade mit den Sätzen, die ich da aufgeführt habe Wenn wir das Beispiel nehmen wir machen 1000 Euro die Woche Umsatz für ein gewisses Keyword, wo wir organisch auf Platz 1 ranken, und wir schalten jetzt in Sponsor-Product-Werbung, wo wir zusätzlichen der Woche noch 100 Euro für ausgeben, und wir haben genau dieses Szenario, das eben dann dazu führt, dass wir über die Sponsor-Product-Werbe-Add 500 Euro einnehmen und die 500 Euro entsprechend so aus der organischen Anzeige rauskommen. Dann haben wir am Ende des Tages Gesamtumsätze von 1000 Euro und haben Werbeausgaben von 100 Euro und haben dann ein Tarkos für eben entsprechend diese eine Ausrichtung von knapp 10 Prozent, und die ja beispielsweise Sponsor-Product-Add hat dann Arcos von 20 Prozent, weil wir haben ja 100 Euro ausgegeben, haben 500 Euro eingenommen, also 20 Prozentigen Acos.   Und dem ich sag mal, etwas kontroversen Vorschlag, der jetzt auch ein bisschen überspitzt ist, aber den ich reinwerfen möchte, einfach nur um das Beispiel zu verdeutlichen, ist die Frage, ob es nicht viel sinnvoller ist, wenn wir jetzt eine Sponsor-Display-Kampagne stattdessen schalten, die ein 100 Prozentigen Acos hat, und die Sponsor-Product-Kampagne ausschalten und das am Ende des Tages nicht, vielleicht sogar noch profitabler für uns ist. Weil was wir dann hätten, ist wir machen organisch unsere 1000 Euro wieder, weil die Sponsor-Product-Add uns die Ausgaben nicht kanibalisiert, schicken dann die 100 Euro in der Woche, die wir vorher noch mit einem 20 Prozentigen Acos in der Sponsor-Product-Kampagne hatten, dann in die Sponsor-Display-Kampagne, die mit einem 100 Prozentigen Acos performt, heißt 100 Euro Ausgaben, 100 Euro Umsatz, und dann sind wir immer noch bei 100 Euro Ausgaben. Die Sponsor-Display-Kampagne hat dann aber entsprechend 100 Euro Ausgaben, 100 Euro Umsatz, also 100 Prozentigen Acos. Aber wir kriegen einen Werbeplatz mit rein, den wir vorher organisch niemals bekommen haben, weil wir organisch ja nicht über Sponsor-Display-Plätze ausgespielt werden können, weil Sponsor-Display-Plätze eben nur über Sponsor-Display, also über die Werbeanzeige Sponsor-Display vergeben werden, und machen zusätzlich 100 Euro Umsatz, sodass wir am Ende der Woche bei 1100 Euro Umsatz lieben und 100 Euro ausgegeben haben. Und dann vom Tarkus her jetzt will ich mich beim Kopfrechnen nicht blamieren, aber bei knapp, ja, ich würde sagen, um die 9% liegen und nicht mehr bei 10%, Und am Ende des Tages gesamtwirtschaftlich profitabler sind und mehr Umsatz generiert haben, obwohl wir eine Kampagne geschaltet haben, die einen 5-fach so hohen Akkurs hatte wie die andere Kampagne, die wir zuvor laufen hatten.   Und ich weiß, das ist jetzt sehr, sehr theoretisch, aber das soll zumindest dieses Beispiel aufzeigen, dass ein guter oder niedriger Akkurs nicht immer auch eine gute Performance bedeutet, und das ist das, was Fehlerpotenzial 4 hier so ein bisschen aufzeigen soll.   Marcus Mokros: Ja, das ist wirklich ein sehr guter Punkt, also, dass sich gerade eben solche Plätze zu bekommen. die können einfach dann sehr interessant sein. Da kann ich mir allein schon das Bewusstsein, dass ich den Platz habe, und mein Konkurrent hat ihn nicht. Und ja, wenn ich dafür natürlich nochmal einen Umsatz steige, ist das natürlich eine klare Rechnung. Ja, definitiv.   Felix: Ja wollen, dann würde ich damit auch den Abschluss mit Fehlerpotenzial 5 machen und habe euch hier direkt nochmal zwei Beispiele mitgebracht, und zwar Fehlerpotenzial 5, dass man in der Optimierung und der Auswertung der Ergebnisse sich die falschen Parameter anschaut beim Optimieren. Jetzt habe ich hier ein Beispiel mitgebracht auch das versuche ich nochmal, worte so zu erklären, dass man es auch im Podcast ohne Bild möglichst gut nachvollziehen kann Und zwar habe ich hier ein Screenshot mitgebracht von irgendeiner beliebigen Kampagne mit drei verschiedenen Keywörtern und der Performance über einen gewissen Zeitraum, und was wir hier sehen, ist, wir haben die durchschnittlichen Klickkosten. Also nein, ich fange anders an. Was für die meisten Seller der wichtigste Faktor ist bei einer Optimierung, ist der ACOS. Da brauchen wir auch nicht drüber sprechen ist ein super wichtiger Parameter. Der sollte aber niemals allein betrachtet werden. Und um euch da so ein paar Gedanken mitzugeben, welche Parameter hier noch sinnvoll sein können und in jedem Fall können immer alle Parameter sinnvoll sein Ich will jetzt aber nicht auf jeden Parameter eingehen, sondern hier nun mal so ein paar weitere Parameter mit einfließen lassen, um zu zeigen, dass nur den ACOS zu betrachten, definitiv ein großes Fehlerpotenzial oder ein großes Fehlerpotenzial darstellt.   Und so haben wir das Beispiel, dass wir hier Keyword haben. Keyword 1 habe ich es mal genannt, um es zu schwerzen was ein ACOS von 1,27% hat. Und angenommen, wir hätten jetzt ein Ziel ACOS von, sagen wir mal, beispielsweise 20%, dann wäre jetzt ja der logische Schritt zu sagen okay, wir haben ein Ziel ACOS von 20%, wir sind bei einem 1,27% ACOS, also nämlich all mein Budget, was ich noch übrig habe, und steckt es in dieses Keyword und erhöht die Gebote von 1,30 weiter hoch. Wichtige Parameter, die man sich aber jetzt hier an der Stelle auch noch anschauen kann, die mich zu einer ganz anderen Interpretation der Daten bringen können, ist zum Beispiel der CPC. Nämlich zu gucken okay, mein Gebot liegt schon bei 1,30, die durchschnittlichen Klickkosten liegen bei 88 Cent, heißt, ich bin da schon bei mehr als über 50% mit dem Gebot über dem CPC.   Bedeutet, ich kriege wirklich sehr, sehr viel Ausspielung mit, dass ich mir da grundsätzlich schon mal die Frage stelle okay, will ich da jetzt noch mehr meines Budgets reinstecken? weil ich mir auch hier die Frage stelle kann ich mit einem höheren Gebot überhaupt wirklich noch so viel mehr abgreifen und so so viel mehr an Umsätzen reinholen, oder sorgt es einfach nur dazu, dass ich mir zusätzlich noch die richtig teuren Klicks mit reinhole, so dass ich unnötig Ausgaben hochschießen lasse? plus ein weiterer Punkt, den ich mir hier noch anschaue, ist Top of Search. Ich sehe nämlich hier, dass ich bereits über 40% all meiner Impressionen Top of Search, also auf der Impression Share obersten Suchergebnis Seite, generiere, und das heißt, hier ist das Gebot noch weiter zu erhöhen.   Und da mehr Budget reinzustecken, sehe ich gar nicht unbedingt als so sinnvoll an, obwohl der Akkus so niedrig ist, weil ich eben entsprechend schon fast alles, nämlich die Hälfte aller Impressionen, immer auf der obersten Suchergebnis Seite generiere und bekomme, und fände es daher viel, viel spannender zu sagen okay, statt in das erste Keyword noch mehr Geld reinzustecken und das Gebot zu erhöhen, gucke ich mir beispielsweise mal das zweite Keyword an, weil wir haben zwar jetzt ein Akkus von beispielsweise 20% als Zielwert definiert und liegen hier mit 21% schon tickend. Rüber würde also den Schluss zu lassen okay, ich reduziere jetzt mal die Gebote, um den Zielwert zu erreichen, sehe aber, dass das Gebot hier beispielsweise auf 56 Cent reduziert wurde und der CPC bei 75 Cent lag und mitten im 75 Cent CPC wir gerade mal 6,23% aller Impressionen wirklich auf den relevanten Plätzen eingenommen haben, was für mich den Schluss zu lassen würde okay, wenn ich vielleicht weiter oben ausgespielt werden würde und eine höhere Impression share bekomme, dann werde ich auf den Plätzen ausgespielt, wo ich wirklich auch eine gute Conversion Rate Chance habe und sehe, und werde hier viel eher reingehen, obwohl ich mit dem Akkus schon über den Zielwert bin, und sagen okay, ich teste mal, wie sich und da sind wir wieder beim Stichwort testen wie sich meine Performance verhält, wenn ich hier wirklich aggressiv reingehe und sage, wenn der CPC vorher bei 75 Cent lag und wir nur 6% Top of Search hatten, ich will mal wissen, wenn ich 20% aller guten Werbeplätze einnehme, dass ich das Gebot mal vielleicht auf 1,20 Euro anhebe und hier mal gucke, was passiert, weil ich hier einen viel größeren Hebel habe, wenn ich hier mehr Budget reinstecke, als ich es hätte, wenn ich es ins erste Keyword stecke habe. Und das ist ja so ein bisschen eine gute Überleitung. Für das zweite Beispiel, was ich mitgebracht habe, nämlich Thema Platzierung von Ergebnissen, habe ich euch nämlich auch nochmal ein Screenshot mitgebracht von der Platzierungsseite einer Kampagne und was wir hier sehen können. Was ich super spannend finde, ist, wir haben insgesamt in der Kampagne in dem Zeitfenster, was ausgewählt ist, ein Akkus von 42% und einen Umsatz von knapp 310.000 Euro gemacht, und was wir hier jetzt nämlich beobachten können das greift nämlich sehr stark an dem letzten Punkt von dem Beispiel gerade an ist, dass wir auf der restlichen Suchergebnisseite, wenn wir dort ausgespielt werden, die natürlich günstiger ist, mit 67 Cent durchschnittlichen Klickkosten etwas mehr als 10% des Gesamtumsatzes ausmachen. Also so knapp 13-14% des Gesamtwerbeumsatzes läuft über die restliche Suchergebnisseite und hatten 44% dem Akkus bei Klickkosten von 67 Cent. Wenn ich aber wirklich sehr, sehr hohe Gebote drin habe und beispielsweise auf Gebote von über einem Euro gehe, dann sehe ich, dass ich mit durchschnittlichen Klickkosten von 94 Cent also 50% teure Klickkosten als auf der restlichen Suche mit höheren Geboten auf der ersten Suchergebnisseite ausgespielt werde und auf der ersten Suchergebnisseite trotz Geboten, die 50% höher sind als auf der restlichen Suche, ein Akkus von 40% erzielen kann, der sogar noch 4% niedriger ist als auf der restlichen Suche. Plus, ich konvertiere nicht nur deutlich besser, sondern ich erziehe halt auch massiv mehr Umsatz, nämlich in dem Fall dann 240.000 Euro Umsatz, was auch knapp 70% des Umsatzes beträgt.   Bedeutet, hier super cool zu sehen genau dieses Beispiel auch einfach mal zu sagen okay, wenn ich wirklich sehr, sehr schlecht auf den guten Plätzen ausgespielt werde und der Akkus zu hoch ist, einfach mal genau die andere Richtung zu wählen von der Strategie als das, was vermeintlich sehr, sehr häufig gemacht wird, nämlich Akkus zu hoch, okay, klar, dann muss ich reduzieren sondern sich wirklich auch andere Parameter mal mit anzugucken, um zu überlegen ist das wirklich die richtige Entscheidung, hier jetzt weiter runter zu optimieren? weil dann bewegen wir uns in so eine Conversion-Spirale. Wir haben ein Gebot, haben einen schlechten, zu hohen Akkus. Optimieren das Gebot nach unten.   Das führt dazu, dass wir noch weiter hinten, noch weiter unten ausgespielt werden, wo die Leute weil die meisten von euch kennt's wahrscheinlich selber vom Kaufverhalten, wie viele von euch Scrollen auf Suchergebnisseite 4, 5, 6 oder 7, um den Kauf zu tätigen. Das heißt, da kauft man fast gar nichts mehr, sodass man durch die Geburtsreduzierung noch schlechter ausgespielt wird. Dadurch die Conversion-Rate noch mehr sinkt wir dadurch die Gebote noch mehr reduzieren? müssen wir dadurch noch schlechter ausgespielt werden? ja, und ich glaube, jetzt habt ihr das Muster verstanden, wir haben es wirklich in so eine Abwärtsspirale bewegen und man hier einfach sehen kann auch mit höheren Geboten kann ich durch eine bessere Ausspielung einfach noch profitabelere Werte erzielen. Und deswegen Fehlerpotenzial 5, 4, in deine Optimierung und der Auswertung der Ergebnisse schaust du dir die falschen oder nicht alle Parameter an oder ziehst die falschen Schlüsse raus. Und das ist auch ein sehr, sehr großes Fehlerpotenzial, was ich immer wieder sehe. Und ja, das würde mich soweit auch noch mal zu einer ganz kurzen kleinen Zusammenfassung bringen, markus, außer du hast eine direkte Rückfrage zu dem Punkt.   Marcus Mokros: Ja, so das fand ich auf jeden Fall schon eine starke Erkenntnis. Dass ich manchmal meine Ausgaben erhöhen muss, um meine Profitabilität auch zu erhöhen, das ist ja nur natürlich, dass man denkt, dass das Gegensatz der Fall wäre.   Felix: Ja, definitiv. Es ist halt wirklich in dem Sinne im ersten Moment eigentlich ja Paradox.   Marcus Mokros: Aber wenn man so drüber nachdenkt, dass man halt auch schlechter ausgespielt wird, macht es ja auch wieder Sinn, richtig und eben unten auf dem oder auf den nächsten Seiten habe ich dann viele Leute, die mehr am Surfen sind als am Kaufen, und dann stimmt das natürlich, dass ich natürlich weit nach oben muss. Was würdest du denn sagen, ist ein guter Zeitraum, um so ein Gebot zu testen?   Felix: Ja, einen guten Zeitraum würde ich eigentlich ungern an einem Zeitraum wirklich festmachen, sondern mehr an einer Menge an Daten. Und ich würde eine Menge an Daten nehmen, wo ich sagen würde okay, jetzt könnten wir nach Klicks gehen, aber auch dann ist wieder ein Punkt. Also andersrum Ich würde nicht nach einem Zeitraum gehen, weil ich immer abhängig von Daten machen würde würde ich jetzt sagen, wir nehmen 30 Tage, und in den 30 Tagen kommen vier Klicks rein, dann ist die Datenmenge zugereihen, um eine Entscheidung zu treffen. Das heißt, ich würde jetzt eigentlich auf eine gewisse Anzahl an Klicks gehen. Aber auch hier würde ich ungern eine Zahl reinwerfen, nämlich mit dem Beispiel habe ich ein Produkt, was für fünf Euro verkauft wird, und ich habe beispielsweise Klickkosten von 10 Cent, dann habe ich beispielsweise mit 20 Klicks schon zwei Euro Ausgaben drin, die schon eine Menge an Ausgaben machen. Wenn ich beispielsweise aber ein Produkt von einem Verkaufspreis 500 Euro verkaufe, und ich habe Klickkosten von 20 Cent, dann kann ich auch gut und gerne mal meine 200 Klicks sammeln, ohne dass ich sagen würde, das läuft jetzt katastrophal in die falsche Richtung. Deswegen würde ich es sehr produktspezifisch machen. Aber um auf deine Frage zurückzukommen ich würde es anhand von Daten und Klicks, impressionen und Bestellungen abhängig machen. Okay, gut, jawoll, dann würde ich nochmal eine ganz kurze Zusammenfassung machen der fünf Punkte, nämlich nochmal alle auf einen Blick.   Punkt Nummer eins war der Punkt, dass wir gesagt haben, die aktuelle Strategie passt nicht zur Unternehmensvision. Also habe ich wirklich eine fixe Strategie, die ich seit Jahren fahre, oder könnte es sinnvoll sein, die nach der jeweiligen Entwicklung des Marktes vielleicht nochmal anzupassen? Punkt Nummer zwei ist, dass du die gesamte Palette an Werbeformaten und Tagetierungsmöglichkeiten gar nicht kennst und dementsprechend auch nicht sinnvoll mit Werbung bespielen kannst. Punkt Nummer drei du nutzt keinen optimalen Marketing-Fanl-Ansatz und bist dir der positiven Effekt nicht bewusst. Also auch hier wieder so der Punkt schaltest du nur die Profitablen in Sponsor-Product-Kampagnen oder gehst du auch auf den Sponsor-Display-Bereich ein?   Punkt Nummer 4. Alle Kampagnen und Taggätierungen verfolgen das gleiche Akkos-Ziel und sollen dabei möglichst profitabel laufen. Also auch hier haben wir darüber gesprochen Verschiedene Ausrichtungen, auch verschiebende Werbeformate sollen nicht immer den gleichen Zweck erfüllen. Manche sollen nur dafür sorgen, dass wir überhaupt gesehen werden, andere sollen gut konvertieren. Und der fünfte Punkt, dass wir in der Optimierung und der Auswertung der Ergebnisse uns die falschen Parameter anschauen. Ja, beispiel von eben, denke ich, dürfte noch recht frisch sein Heißt, nur auf den Akkos zu gucken, ist nicht immer der richtige Schritt. Manchmal macht es auch Sinn, sich noch ein paar mehr, oder was heißt manchmal? in jedem Fall macht es Sinn, sich ein paar mehr zusätzliche KPIs und Metric noch hinzuziehen, um eine Optimierungsentscheidung zu treffen. Und genau haben damit sozusagen alle fünf Punkte nochmal kurz im Schnelldurchlauf wiederholt.   Marcus Mokros: Prima. ja, Da kommt mir auch gleich wieder unser letzter Podcast Im Sinne. da habe ich auch den Eindruck gehabt, ich kann mal echt reden lassen, und du hast so viel Wertvolles zu sagen, dass ich hier mehr die Episode starte und wende.   Felix: Wenn das heute zu einseitig war, dann möchte ich mich jetzt schon mal an der Stelle entschuldigen, und dann müssen wir beim nächsten Mal vielleicht einfach ein Q&A, eine Quickfire-Runde draus machen.   Marcus Mokros: Ah, ich glaube es wird jeder Zuhörer so schätzen. das läuft Auf jeden Fall sehr, sehr schön. Ja fand ich sehr, sehr gut, was du mitgebracht hast.   Felix: Ganz herzlichen Dank. Das freut mich zu hören.   Marcus Mokros: Ich glaube, für PPC muss man wirklich auch der Typ sein, um das Maximale rauszuholen, da das Interesse zu haben, zu testen, die Geduld haben, abzuwarten, nicht zu früh irgendwelche Änderungen zu machen. Kannst du vielleicht sagen für den einen oder anderen da draußen, der sagt, das ist wirklich ein Sinn, das Potenzial abzuschöpfen. Mit einem Profi kannst du auch mal sagen, wie man euch erreicht.   Felix: Ja, super gerne.   Also vielleicht nochmal auch kurz allgemein, um euch abzuholen also wirklich jeder Seller oder jede Sellerin draußen, die ihr Marketing und speziell MSN Ads ganzheitlich und professionell ausstellen möchte, um sich da mit dem Marktvorteil zu sichern und einfach mehr Umsatz, mehr Gewinn zu machen, hat die Möglichkeit, sich bei uns eine kostenfreie Potenzialanalyse einzubuchen.   Wie Markus gerade schon angesprochen hat, heißt auch hier gibt es nichts zu verlieren, sondern nur zu gewinnen, nämlich entweder nimmt man die kostenfreien Infos unserer Strategieberater mit, die man direkt im ersten Potenzialanalysegespräch von uns bekommt, oder wir heben einfach gemeinsam das Unternehmen auf die nächste Ebene, aufs nächste Level und gehen alle notwendigen Schritte an, um den Markt oder dann in dem Fall deinen Markt langfristig zu dominieren. Und da könnt ihr uns entweder, wenn ihr gerade bei YouTube dabei seid, hier über den folgenden Scan-Link euch direkt einen Termin bei unseren Strategieberatern einrufen, einbuchen, nicht einrufen, oder ihr ruft da war ich nämlich schon im nächsten Satz ihr ruft die Website wwwamz-advertisede auf, und auch dann springt euch direkt ein großer Banner ins Auge, wo ihr direkt die Möglichkeit habt, euch einen Termin bei unseren Strategieberatern einzubuchen. Ja, und so könnt ihr super easy Kontakt mit uns aufnehmen, wenn euch danach ist. Und ja, wenn ihr da einfach gucken wollt, ob ihr noch mehr für euch rausruhen könnt.   Marcus Mokros: Ja, und dann haben wir das Offerers Webcam-Bild für die Leute hier auf YouTube zu gucken. Sehr gut, ja, vielen Dank. Auf jeden Fall War sehr, sehr gut vorgetragen, finde ich cool. Echt ein paar interessante Punkte, vor allen Dingen für die Leute, die schon seit Längeren verkaufen, und die fühlen sich tatsächlich genau angesprochen mit den Beispielen, die du hier gezeigt hast.   Felix: Ja, ich hoffe doch, dass das Ganze für den ein oder anderen draußen ein klein mehr Wettgebracht hat. Das wäre sehr schön. Und ja, auch an der Stelle nochmal ganz herzlich und dank an dich, markus, dass ich und wir hier heute bei dir zu Besuch sein durften.   Marcus Mokros: Ja, hey. Also hat mir auf jeden Fall gefreut, war nicht sehr, sehr gut, und ich denke mal, wird auch nicht das letzte Mal sein. Wenn du in Zukunft da nochmal interessante Daten zum Teilen hast, dann bist du auf jeden Fall willkommen, und so was Ja sehr gerne, Ja, sicherlich alle gerne.   Ja, ja, vielen Dank auf jeden Fall für die Präsentation und an alle Zuhörer da draußen, die noch nicht folgen machen Jetzt klick auf folgende in der Podcast-App, auf Subscriben, abonnieren, wie es auch heißt, genauer an die Leute, die auch zu YouTube zu gucken, und du wirst ab jetzt mehr sehen, auch mit Video. Denn vielen Dank an alle großartige Zeit und bis zum nächsten Episode, ciao, ciao.

Summary: On Wednesday, the 6th of September, we explore the Amazon Marketing Cloud (AMC) in detail. Discover what AMC is, how it provides granular insights that no other Amazon service offers, and how its additional paid features can revolutionize your understanding of customer behavior on Amazon.Description:Good day to all listeners of Amazon Ads Raw Daily! On this insightful episode, we're focusing on the Amazon Marketing Cloud (AMC). Despite being around for more than a year, its depth and potential are something that many advertisers may not have fully grasped yet. Let's break it down.AMC is an additional, free reporting service offered by Amazon to advertisers. Accessible through the ad console, AMC lets users interact with a SQL-based relational database to access their data. This gives an unprecedented level of granularity, surpassing even the reports from the Ad Console or API endpoints. If you've been yearning for more detailed insights, AMC is your answer.But there's more! Amazon Marketing Cloud also offers its own API solution. This means you can fetch data from AMC, similar to the Amazon Ads API or the Selling Partner (SP) API. If you're wondering whether it's available outside the US, the answer is not very clear as of now.One unique thing about AMC is its provision of extra paid features. These features give insights using data from external providers. For example:Experian: Offers vehicle purchase insights. Perfect for those in the automotive industry.Foursquare: Provides a view into selected brick-and-mortar stores in the US. This can measure the impact of your ads on physical store visits, showing cross-channel shopping habits.Flexible Amazon Shopping Insights: Perhaps the most potent of the trio, this service combines data from your paid and organic activities, breaking down the shopper's journey. With it, you get a clearer, holistic perspective on your marketing strategies.Further, we dive into the intricacies of AMC's instructional queries. These are ready-made queries that you can use right away. While they're beneficial, personalizing them to suit your unique needs can make them even more powerful. One such instructional query we delved into was the "time to conversion," shedding light on how quickly customers make purchasing decisions post-ad engagement.Thank you for tuning in to today's deep dive into AMC. If you're not using it yet, now's the time to start exploring!Thanks for listening and if you like the podcast make sure to subscribe!Check out the YouTube Channel as well:https://youtube.com/@AmazonAdsRawDailyMore Infos about the Me & the Podcast can be found here:https://alexanderswade.com/amazon-ads-raw-daily/Follow me on LinkedIn:https://www.linkedin.com/in/alexanderswade/ Hosted on Acast. See acast.com/privacy for more information.

Navigating through the tech world can feel like stepping into a labyrinth, but our guest Danielle Larregui has found her own unique path. Now a senior developer advocate for Marketing Cloud at Salesforce, Danielle shares her experiences that have transformed her from an accidental admin to a ‘casual teacher' of developers. We chat about her intriguing journey into the tech world, her engaging first public speaking experience, and how she embraces each new challenge as an opportunity for growth.  We also dive deep into the world of customer data platforms (CDPs). Our conversation with Danielle is inspiring and packed with insights, offering a fresh perspective on the evolving tech industry. Show Highlights: Danielle's journey from an "accidental admin" to a senior developer advocate for Marketing Cloud at Salesforce, discussing her career trajectory and experiences. The role of customer data platforms (CDPs) in consolidating customer data from disparate sources to provide a comprehensive view of the customer journey. How Salesforce's Commerce Cloud, Marketing Cloud, and Data Cloud can be used together to create intelligent, data-driven marketing campaigns. The significance of data in modern society and the differentiation between data lake objects and data objects. Exploration of Danielle's work with Marketing Cloud, including her projects involving AMPScript, server-side draw script, and the platform's REST and SOAP API. Discussion on the role of Data Cloud in AI and its future prospects. Introduction to Salesforce's Data Cloud, its structure, and its difference from standard Salesforce objects. Insight into the connection between Data Cloud and Tableau and how they work together for data analysis. Links: Danielle on Twitter: https://twitter.com/DnLarregui Danielle on LinkedIn: https://www.linkedin.com/in/danielle-larregui-1567b973/   

Salesforce announced that they will be increasing list prices by an average of 9% across Sales Cloud, Service Cloud, Marketing Cloud, Industries and Tableau products. Salesforce's last list price increase was over seven years ago, so it was only a matter of time. As further justification for the price increases, Salesforce also cited the fact that they have delivered 22 new releases, thousands of new features, including recent generative AI innovations, over the last seven years. In this podcast, our Salesforce Practice Leader, Adam Mansfield, shares insights into the specific price increases and the products these increases will affect. He also shares his thoughts on what this means for Salesforce customers, including what customers should do to get ahead of their challenging renewal negotiations with Salesforce. Host: Adam Mansfield: https://bit.ly/3rPGp8r SalesForce Commercial Advisory Services: https://bit.ly/2V78ADX

The CPG Guys are joined in this episode by Keerat Sharma, EVP of Insights at Ascential Digital Commerce, the holding company that includes Flywheel, Spotlight, Edge, Whytespyder & Perpetua.Follow Keerat Sharma on LinkedIn at: https://www.linkedin.com/in/keerat/Follow Ascential DIgital Commerce on LinkedIn at: https://www.linkedin.com/company/flywheel-digital/mycompany/ Follow Ascential DIgital Commerce online at: https://www.flywheeldigital.com/ Keerat answers these questions:1) What is a clean room and why is it considered a powerful mechanism for the mingling of data sets between retailers and brands?2) What are the key features and capabilities of a clean room, like Amazon Marketing Cloud?3) Some folks say that clean rooms will federate and finally provide a way to measure across all walled gardens. Is this true?4) What tools and resources are available for campaign management within Amazon Marketing Cloud?5) How are you building out solutions at Ascential that support your brand clients? What are the primary use cases that your team is supporting for enablement?6) How would you recommend that brands not already leveraging AMC to start getting engaged in this platform? CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://NextUpisnow.org/cpgguysRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

On the Girls in Marketing Podcast this week, we are joined by Amelia Cohen who is a Solution Engineer for Marketing Cloud at Salesforce. If you're wanting to learn about customer lifecycles, this episode is for you. Amelia has expertise in customer journeys and digital marketing and she helps clients develop and consult on effective marketing strategies for businesses within her role. She also serves as the WhatsApp specialist within Marketing Cloud and is dedicated to staying on top of emerging trends in mobile marketing. Topics covered in this episode: Customer lifecycles and journeys Integrating customer experience and marketing Using customer data The acquisition and retention of customers Understanding your customer Don't forget to follow our podcast to be notified when our next episode is released! If you're new around here, make sure you get involved with Girls in Marketing: LinkedIn: https://www.linkedin.com/company/girls-in-marketing/ Instagram: https://www.instagram.com/girlsinmarketing/ TikTok: https://www.tiktok.com/@girlsinmarketingg Website: https://www.girlsinmarketing.com

Brief Description of the Episode: From legal battles to Salesforce excellence, listen in and learn how the co-founder of Kelley Austin, Hunter Austin, conquered obstacles and is now providing assistance using his distinctive background towards a fresh perspective to go about sales challenges and build growth strategies customized to individual businesses. In this episode, we talked about: ● The potential of Salesforce for powering your small business success. ● Recognize the common pitfalls and iron out issues in Salesforce implementation. ● Be an expert in resource planning techniques customized for service companies. ● Have a mindset for getting at the top of entrepreneurial challenges. ● Utilize faith as a driving force behind sound business choices. About Guest: Born with an entrepreneurial drive and inner desire for learning, Hunter Austin became an expert in the Salesforce ecosystem. After graduating with a sports management major, he took a detour from his sports agent aspirations to discover other career possibilities. Unknowingly, it all started with an introduction by Hunter's brother-in-law to Salesforce and its newly launched Trailhead program. Eager to learn and progress, Hunter quickly became skilled and ultimately got a job at a consulting firm. After a few years, Hunter and his brother-in-law, Waylon Kelly, decided to incorporate their talents and experiences and put up Kelley Austin, a successful Salesforce consulting firm handling clients in various industries such as communications, media, technology, manufacturing, construction, and energy. About Guest Company: Kelley Austin is a full-service Salesforce consultancy that helps brands and businesses drive revenue and connect with their customers through the power of Salesforce. They are experts in Sales, Service, Experience and Marketing Cloud and the team has successfully delivered hundreds of projects across many industries. While Salesforce brings customers and companies together, Kelley Austin helps put plans into action so you can get the most out of your investment. Guest Contact Information: LinkedIn: linkedin.com/in/hunteraustin Twitter: HunterJAustin Contact Ken: inlink.com/ken hello@kencox.com Text: 314-370-2871 #GetToWork Connect with Us: Instagram: https://www.instagram.com/clicksandbrickspodcast/ Facebook: https://www.facebook.com/clicksandbrickspodcast/ YouTube: https://www.youtube.com/c/ClicksBricksPodcast Website: https://clickandbrickspodcast.com #businesspodcast #founderstories #entrepreneurship #entrepreneur

Three things to know today Data Privacy Shaping Marketing Strategies; Social Media Key for Customer Service Cloud Investments Triple Market Value; SMB Financial Tool Usage Examined AND Big Four Accounting Firms Eyeing MSPs Amid Declining Infrastructure Service Opportunities   Advertiser:  https://BifrostCloud.com/     Do you want the show on your podcast app or the written versions of the stories? Subscribe to the Business of Tech: https://www.businessof.tech/subscribe/   Support the show on Patreon:  https://patreon.com/mspradio/   Want our stuff?  Cool Merch?  Wear “Why Do We Care?” - Visit https://mspradio.myspreadshop.com   Follow us on: Facebook: https://www.facebook.com/mspradionews/ Twitter: https://twitter.com/mspradionews/ Instagram: https://www.instagram.com/mspradio/ LinkedIn: https://www.linkedin.com/company/28908079/      

Welcome to the "Private Placement Perspective," a new pod storm series hosted by Matt Brown. In this first series of 2023, Matt dives deep into the world of venture capital and investing, speaking with investors and CEOs who have successfully helped scale start-ups. Join Matt as he dives into the world of Private Placements. Series: Private Placement Perspective Michael is a serial entrepreneur and investor whose last company, social software company Buddy Media, sold to Salesforce.com (NYSE: CRM) for $745 million, where he served as chief strategy officer and chief marketing officer, Marketing Cloud. With 60+ early-stage investments under his belt, including Eaze, Scopely, Map Anything, Buzzfeed, Domo, Namely, Tumblr and Dash Radio. Michael was the recipient of Ernest & Young's coveted Entrepreneur of the Year Award in 2011. Additional honors include Fortune Magazine's 40 Under 40, Crain's New York 40 Under 40, #1 on the Silicon Alley 100 and the Ad Age Digital A-List. Michael earned a BS and MS in Journalism from Northwestern University. Michael is a co-founder of VSV and serves on the investment committee.Get an interview on the Matt Brown Show: www.mattbrownshow.comSupport the show

The Mogollon culture was an indigenous culture in the Western United States and Mexico that ranged from New Mexico and Arizona to Sonora, Mexico and out to Texas. They flourished from around 200 CE until the Spanish showed up and claimed their lands. The cultures that pre-existed them date back thousands more years, although archaeology has yet to pinpoint exactly how those evolved. Like many early cultures, they farmed and foraged. As they farmed more, their homes become more permanent and around 800 CE they began to create more durable homes that helped protect them from wild swings in the climate. We call those homes adobes today and the people who lived in those peublos and irrigated water, often moving higher into mountains, we call the Peubloans - or Pueblo Peoples. Adobe homes are similar to those found in ancient cultures in what we call Turkey today. It's an independent evolution. Adobe Creek was once called Arroyo de las Yeguas by the monks from Mission Santa Clara and then renamed to San Antonio Creek by a soldier Juan Prado Mesa when the land around it was given to him by the governor of Alto California at the time, Juan Bautista Alvarado. That's the same Alvarado as the street if you live in the area. The creek runs for over 14 miles north from the Black Mountain and through Palo Alto, California. The ranchers built their adobes close to the creeks. American settlers led the Bear Flag Revolt in 1846, and took over the garrison of Sonoma, establishing the California Republic - which covered much of the lands of the Peubloans. There were only 33 of them at first, but after John Fremont (yes, he of whom that street is named after as well) encouraged the Americans, they raised an army of over 100 men and Fremont helped them march on Sutter's fort, now with the flag of the United States, thanks to Joseph Revere of the US Navy (yes, another street in San Francisco bears his name).  James Polk had pushed to expand the United States. Manfiest Destiny. Remember The Alamo. Etc. The fort at Monterey fell, the army marched south. Admiral Sloat got involved. They named a street after him. General Castro surrendered - he got a district named after him. Commodore Stockton announced the US had taken all of Calfironia soon after that. Manifest destiny was nearly complete. He's now basically the patron saint of a city, even if few there know who he was. The forts along the El Camino Real that linked the 21 Spanish Missions, a 600-mile road once walked by their proverbial father, Junípero Serra following the Portolá expedition of 1769, fell. Stockton took each, moving into Los Angeles, then San Diego. Practically all of Alto California fell with few shots. This was nothing like the battles for the independence of Texas, like when Santa Anna reclaimed the Alamo Mission.  Meanwhile, the waters of Adobe Creek continued to flow. The creek was renamed in the 1850s after Mesa built an adobe on the site. Adobe Creek it was. Over the next 100 years, the area evolved into a paradise with groves of trees and then groves of technology companies. The story of one begins a little beyond the borders of California.  Utah was initialy explored by Francisco Vázquez de Coronado in 1540 and settled by Europeans in search of furs and others who colonized the desert, including those who established the Church of Jesus Christ of Latter-day Saints, or the Mormons - who settled there in 1847, just after the Bear Flag Revolt. The United States officially settled for the territory in 1848 and Utah became a territory and after a number of map changes wher ethe territory got smaller, was finally made a state in 1896. The University of Utah had been founded all the way back in 1850, though - and re-established in the 1860s.  100 years later, the University of Utah was a hotbed of engineers who pioneered a number of graphical advancements in computing. John Warnock went to grad school there and then went on to co-found Adobe and help bring us PostScript. Historically, PS, or Postscript was a message to be placed at the end of a letter, following the signature of the author. The PostScript language was a language to describe a page of text computationally. It was created by Adobe when Warnock, Doug Brotz, Charles Geschke, Bill Paxton (who worked on the Mother of All Demos with Doug Englebart during the development of Online System, or NLS in the late 70s and then at Xerox PARC), and Ed Taft. Warnock invented the Warnock algorithm while working on his PhD and went to work at Evans & Sutherland with Ivan Sutherland who effectively created the field of computer graphics. Geschke got his PhD at Carnegie Melon in the early 1970s and then went of to Xerox PARC. They worked with Paxton at PARC and before long, these PhDs and mathematicians had worked out the algorithms and then the languages to display images on computers while working on InterPress graphics at Xerox and Gerschke left Xerox and started Adobe. Warnock joined them and they went to market with Interpress as PostScript, which became a foundation for the Apple LaswerWriter to print graphics.  Not only that, PostScript could be used to define typefaces programmatically and later to display any old image.    Those technologies became the foundation for the desktop publishing industry. Apple released the 1984 Mac and other vendors brought in PostScript to describe graphics in their proprietary fashion and by 1991 they released PostScript Level 2 and then PostScript 3 in 1997. Other vendors made their own or furthered standards in their own ways and Adobe could have faded off into the history books of computing. But Adobe didn't create one product, they created an industry and the company they created to support that young industry created more products in that mission.  Steve Jobs tried to buy Adobe before that first Mac as released, for $5,000,000. But Warnock and Geschke had a vision for an industry in mind. They had a lot of ideas but development was fairly capital intensive, as were go to market strategies. So they went public on the NASDAQ in 1986. They expanded their PostScript distribution and sold it to companies like Texas Instruments for their laser printer, and other companies who made IBM-compatible companies. They got up to $16 million in sales that year. Warnock's wife was a graphic designer. This is where we see a diversity of ideas help us think about more than math. He saw how she worked and could see a world where Ivan Sutherland's Sketchpad was much more given how far CPUs had come since the TX-0 days at MIT. So Adobe built and released Illustrator in 1987. By 1988 they broke even on sales and it raked in $19 million in revenue. Sales were strong in the universities but PostScript was still the hot product, selling to printer companies, typesetters, and other places were Adobe signed license agreements.  At this point, we see where the math, cartesian coordinates, drawn by geometric algorithms put pixels where they should be. But while this was far more efficient than just drawing a dot in a coordinate for larger images, drawing a dot in a pixel location was still the easier technology to understand.  They created Adobe Screenline in 1989 and Collectors Edition to create patterns. They listened to graphic designers and built what they heard humans wanted. Photoshop Nearly every graphic designer raves about Adobe Photoshop. That's because Photoshop is the best selling graphics editorial tool that has matured far beyond most other traditional solutions and now has thousands of features that allow users to manipulate images in practically any way they want.  Adobe Illustrator was created in 1987 and quickly became the de facto standard in vector-based graphics. Photoshop began life in 1987 as well, when Thomas and John Knoll, wanted to build a simpler tool to create graphics on a computer. Rather than vector graphics they created a raster graphical editor.  They made a deal with Barneyscan, a well-known scanner company that managed to distribute over two hundred copies of Photoshop with their scanners and Photoshop became a hit as it was the first editing software people heard about. Vector images are typically generated with Cartesian coordinates based on geometric formulas and so scale out more easily. Raster images are comprised of a grid of dots, or pixels, and can be more realistic.  Great products are rewarded with competitions. CorelDRAW was created in 1989 when Michael Bouillon and Pat Beirne built a tool to create vector illustrations. The sales got slim after other competitors entered the market and the Knoll brothers got in touch with Adobe and licensed the product through them. The software was then launched as Adobe Photoshop 1 in 1990. They released Photoshop 2 in 1991. By now they had support for paths, and given that Adobe also made Illustrator, EPS and CMYK rasterization, still a feature in Photoshop.  They launched Adobe Photoshop 2.5 in 1993, the first version that could be installed on Windows. This version came with a toolbar for filters and 16-bit channel support. Photoshop 3 came in 1994 and Thomas Knoll created what was probably one of the most important features added, and one that's become a standard in graphical applications since, layers. Now a designer could create a few layers that each had their own elements and hide layers or make layers more transparent. These could separate the subject from the background and led to entire new capabilities, like an almost faux 3 dimensional appearance of graphics..  Then version four in 1996 and this was one of the more widely distributed versions and very stable. They added automation and this was later considered part of becoming a platform - open up a scripting language or subset of a language so others built tools that integrated with or sat on top of those of a product, thus locking people into using products once they automated tasks to increase human efficiency.  Adobe Photoshop 5.0 added editable type, or rasterized text. Keep in mind that Adobe owned technology like PostScript and so could bring technology from Illustrator to Photoshop or vice versa, and integrate with other products - like export to PDF by then. They also added a number of undo options, a magnetic lasso, improved color management and it was now a great tool for more advanced designers. Then in 5.5 they added a save for web feature in a sign of the times. They could created vector shapes and continued to improve the user interface. Adobe 5 was also a big jump in complexity. Layers were easy enough to understand, but Photoshop was meant to be a subset of Illustrator features and had become far more than that. So in 2001 they released Photoshop Elements. By now they had a large portfolio of products and Elements was meant to appeal to the original customer base - the ones who were beginners and maybe not professional designers. By now, some people spent 40 or more hours a day in tools like Photoshop and Illustrator.  Adobe Today Adobe had released PostScript, Illustrator, and Photoshop. But they have one of the most substantial portfolios of products of any company. They also released Premiere in 1991 to get into video editing. They acquired Aldus Corporation to get into more publishing workflows with PageMaker. They used that acquisition to get into motion graphics with After Effects. They acquired dozens of companies and released their products as well. Adobe also released the PDF format do describe full pages of information (or files that spread across multiple pages) in 1993 and Adobe Acrobat to use those. Acrobat became the de facto standard for page distribution so people didn't have to download fonts to render pages properly. They dabbled in audio editing when they acquired Cool Edit Pro from Syntrillium Software and so now sell Adobe Audition.  Adobe's biggest acquisition was Macromedia in 2005. Here, they added a dozen new products to the portfolio, which included Flash, Fireworks, WYSYWIG web editor Dreamweaver, ColdFusion, Flex, and Breeze, which is now called Adobe Connect. By now, they'd also created what we call Creative Suite, which are packages of applications that could be used for given tasks. Creative Suite also signaled a transition into a software as a service, or SaaS mindset. Now customers could pay a monthly fee for a user license rather than buy large software packages each time a new version was released. Adobe had always been a company who made products to create graphics. They expanded into online marketing and web analytics when they bought Omniture in 2009 for $1.8 billion. These products are now normalized into the naming convention used for the rest as Adobe Marketing Cloud. Flash fell by the wayside and so the next wave of acquisitions were for more mobile-oriented products. This began with Day Software and then Nitobi in 2011. And they furthered their Marketing Cloud support with an acquisition of one of the larger competitors when they acquired Marketo in 2018 and acquiring Workfront in 2020.  Given how many people started working from home, they also extended their offerings into pure-cloud video tooling with an acquisition of Frame.io in 2021. And here we see a company started by a bunch of true computer sciencists from academia in the early days of the personal computer that has become far more. They could have been rolled into Apple but had a vision of a creative suite of products that could be used to make the world a prettier place. Creative Suite then Creative Cloud shows a move of the same tools into a more online delivery model. Other companies come along to do similar tasks, like infinite digital whiteboard Miro - so they have to innovate to stay marketable. They have to continue to increase sales so they expand into other markets like the most adjacent Marketing Cloud.  At 22,500+ employees and with well over $12 billion in revenues, they have a lot of families dependent on maintaining that growth rate. And so the company becomes more than the culmination of their software. They become more than graphic design, web design, video editing, animation, and visual effects. Because in software, if revenues don't grow at a rate greater than 10 percent per year, the company simply isn't outgrowing the size of the market and likely won't be able to justify stock prices at an inflated earnings to price ratio that shows explosive growth. And yet once a company saturates sales in a given market they have shareholders to justify their existence to. Adobe has survived many an economic downturn and boom time with smart, measured growth and is likely to continue doing so for a long time to come.

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/

At Enterprise Connect 2023 held in Orlando last week, Shelly Kramer had the opportunity to chat with Salesforce's Ryan Nichols, SVP & GM of Contact Center as part of our Futurum Live! From the Show Floor video interview series.  Her conversation with Ryan was terrific and centered on the following: * This is a contact center show – what is Salesforce doing at Enterprise Connect?  * Thoughts on what customers are looking for in Salesforce as it relates to all things customer engagement * What companies are thinking about — and perhaps should be considering — as they are considering utilizing and/or maximizing Salesforce's offerings (including Data Cloud, Marketing Cloud, Contact Center, etc.) and how these all can be woven together to help customers deliver on the customer experience front.

Never miss an episode or recap again! Sign up for our weekly newsletter, The Technopath Way Tips, here: https://www.technopath.ac-page.com/the-technopath-way-sign-upNonprofits need to stay in touch with their donors, volunteers, and members to keep them engaged and informed. And with so many communication channels available, email remains one of the most effective and cost-efficient ways to do so. But managing email campaigns can be time-consuming and resource-intensive, especially for small nonprofits.That's where email automation comes in. With email automation tools, nonprofits can streamline their email campaigns, save time, and provide a more personalized experience for their audience. If your nonprofit uses Salesforce as its CRM, there are several email automation options that you can integrate with it.To talk about this, we've brought someone on with a ton of expertise in Salesforce email tools: Aaron Beatty. Aaron recently founded Engage Evolution to design solutions for marketing cloud, pardot for nonprofits and other industries as well after years of experience helping other companies achieve these goals in house.In this episode Sarah and Aaron get into brass tacks about email service providers, email automation and even Salesforce connected tools that can help with push messaging, SMS messaging and scheduling and tracking your social media. Talk about an all-around tool!Some Key Take-Aways:Build the strategy before you build the toolKnow exactly what it is you're lookin to use the data or automations for before you engage an implementation partnerHave marketing and sales stakeholders involved in the planning and implementation of new tools to make sure they are going to solve the actual problems those departments are facing. If you wait until the tool is built to simply train them on it you're likely to realize you've missed crucial questions or data points.Create hyper-personalized emails for recipients beyond the traditional mail merge/Name fields. What information do you already have about this person? Have they filled out interest surveys? Come to specific topic based webinars? Use that information to send only truly relevant content and your open rates will soarIf you are a Salesforce Admin looking to get into Marketing Cloud, the best way to do this is with on the job trainingRemember, you have loads of transferrable skills as an Admin that will help you with Marketing Cloud, the skills to really focus on are the soft skills: communication, understanding your clients' pain points, digging into feature requests and helping them think through their toolsIf you want access to Sarah and everything Technopath is doing, be sure to join our free community to gain more clairty and confidence with helping nonprofits with Salesforce tech: https://npsp-academy.mn.co/share/nxvxYbrrqeCqJ_yb?utm_source=manual

As of January 13th, AMC users can now pull SB data into their queries. This addition will provide additional insights into the customer journey and overlap analysis.5 Amazon ad lessons. 2 minutes read. 1 weekly email.https://georges.blog/subscribeFind every wrong with your Amazon ads in under 72 hours.https://georges.blog/audit

Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.Tune in to learn:Melanie's role in Groupon's brand transition (3:33)The role of data in Groupon's marketing (14:56)Melanie's philosophy on balancing growth with velocity (21:34)The story behind Groupon's big game campaign with Rob Gronkowski (31:00)Mentions:Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359)FCB Global“Party Like A Player” SweepstakesMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

What's the best way to ensure a brand has a long-lasting effect on consumers? Cheryl Mills Knight, SVP of Brand & Culture at Kendra Scott, shares that she values empowering customers as well as connecting with employees to produce a culture that brings joy to all aspects of commerce. Tune in to hear more about why ensuring employees and customers feel valued can have a ripple effect for a business. Tune in to learn:About the power of “Yes, and…” (15:40)How to treat each customer like family (23:19)Why philanthropy is vital to success (32:44)About doubling down on the customer experience (45:35)Mentions:Nordstrom Neiman Marcus Apparel Disney Oscar de la Renta Apparel Shark Tank Kendra Scott Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

How do brands curate success with customers? Marcelo Pascoa, VP of Marketing at Molson-Coors, claims that being environmentally and emotionally conscious builds a brand that inspires loyalty with consumers. Listen to the episode to hear more about how Marcelo and Molson-Coors make social and environmental efforts to build on their 150 year legacy that connects with customers and creates brand success.  Tune in to learn:What Molson-Coors has to offer (2:07)How Marcelo saw different challenges while working around the globe (8:45)Dealing with cultural nuance in marketing (13:40)About Molson-Coors' campaign with Tide (23:31)Responding to economic headwinds (35:30)Mentions:19:39 The Whopper Detour23:31 Coors Light and Tide Campaign 28:49 - Cannes Lions International Festival of Creativity31:52 - The Art of Branded Entertainment, collection of essays - Marcelo was featured as a co-author 36:40 - Chill-Boards, Coors Light's eco-and-social campaign Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

With data restrictions becoming more prevalent, how can advertisers reach customers without first party data? Melinda Han Williams, Chief Data Scientist at Dstillery, claims that successful advertising can be done without any form of ID. Listen to hear more about AI marketing strategies and reaching consumers through a comfortable privacy setting. Tune in to learn:About Melinda's journey from a career in physics to data science (04:21)How data is losing availability (09:53)Ways to reach customers through Dstillery's ID-free approach (14:24)What trends are emerging in AI marketing (26:30)Mentions:(23:17) Mark Papermaster - https://www.linkedin.com/in/mark-papermaster-66914925/(27:42) Article in Forbes - https://www.forbes.com/sites/stephendiorio/2022/06/06/its-time-for-people-facing-ai/?sh=635c6eb922deMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

In this episode, we talk to Cameron Berlin-Day of Pacvue about general PPC tactics, discuss features inside Amazon ads like the Marketing Stream and Marketing Cloud, and more!

What is it like working with Marketing Cloud?   In today's episode  I will be discussing everything Marketing Cloud.  (Check out the previous episode as well!)  Marketing Cloud opens up a range of new career opportunities, and can advance your position as a Salesforce professional.  For this show, I'm delighted to be joined by Danielle Lathy, Principal Salesforce consultant of insurance at Silverline. She's also a Salesforce MVP, Salesforce marketing Cloud champion and community leader   https://www.linkedin.com/in/daniellelaffey/   Highlights from this episode: (01:00) Danielle's Journey (05:23) Insurance considerations (11:20) Educated, Enabled and Rewarded (06:56) Communication is key   Find out more about how Supermums empowers women around the globe with training and recruitment services. Join us to train, volunteer, sponsor or hire our amazing women in tech. Visit www.supermums.org Find out about our free short courses here to start or progress your career in tech https://supermums.org/accelerate-your-salesforce-career/ Download our positive affirmation screensavers here to remind yourself how to be a Mum on Cloud Nine https://supermums.org/screensavers/ Supermums helps women to boost their Salesforce career from starting out to progressing up their career ladder. Sign up to their weekly newsletter to benefit from weekly tips, events and insight https://supermums.org/insights/newsletter/     Proudly Produced By The Podcast Boutique https://www.thepodcastboutique.com/

22 - Why Admins need to know marketing cloud    In today's episode and for the next few shows I will be discussing everything Marketing Cloud.   Marketing Cloud opens up a range of new career opportunities, and can advance your position as a Salesforce professional.   This week, I'm talking to Chris Zullo, the marketing practice director at All Cloud, about why salesforce admins need to be aware of Marketing Cloud.    Join us for an inciteful chat.   Highlights from this episode:  (01:20) Marketing Cloud Champion  (02:37) Why should we be familiar with Marketing Cloud?  (04:23) Discussing Training  (09:33) The Importance of Data    Find out more about how Supermums empowers women around the globe with training and recruitment services. Join us to train, volunteer, sponsor or hire our amazing women in tech. Visit www.supermums.org  Find out about our free short courses here to start or progress your career in tech https://supermums.org/accelerate-your-salesforce-career/  Download our positive affirmation screensavers here to remind yourself how to be a Mum on Cloud Nine https://supermums.org/screensavers/  Supermums helps women to boost their Salesforce career from starting out to progressing up their career ladder. Sign up to their weekly newsletter to benefit from weekly tips, events and insight https://supermums.org/insights/newsletter/   

AMC (Amazon Marketing Cloud) For Amazon Sellers Brent Zahradnik returns to the show to go technical on the benefits of AMC and how you can get the most out of it. What we will cover on Today's show… - What is Amazon Marketing Cloud and why does it matter? - What does AMC do and who can use it? - The major benefits and insights you can get from using AMC - Some of the new metrics in AMC and their definitions - How can you access AMC?    Brent is the founder of AMZ Pathfinder, an advertising agency that since 2015 has worked with businesses selling on the North American and EU Amazon marketplaces helping them maximize their outcomes for all advertising-related goals.

We're constantly asked to explain the difference between Amazon Marketing Stream, Amazon Marketing Cloud, and Amazon Attribution. In this episode, Joe and Matt decided to dive deep into each of these features offered by Amazon. They touched on a quick overview for each, when sellers should consider using these features, and key information that can be obtained. It can be challenging for brands to keep track of all the new features released by Amazon. So today, we wanted to summarize the major ones while helping brands better understand their benefits.

In today's podcast, Kiri and Ross give their first thoughts about Amazon Marketing Cloud, a new tool, which was introduced by Amazon recently.  Make sure you tune in to find out more! Ross Walker is a Senior Advertising Manager at Bobsled, an Acadia Company. Ross has been a long-time contributor to the podcast and has been in the digital marketing industry for 6 years with a focus on Amazon Advertising for the last 5 years.