Originally published on June 25, 2021, updated April 13, 2023
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Joshua Kreitzer and Sarah LaVallee of Channel Bakers shared their wealth of Amazon advertising expertise in a webinar on Thursday, July 8th. If you're looking to elevate your Amazon advertising game, you should definitely tune in!
The Channel Bakers team shared case studies and advertising tactics from brands such as Samsung, HP, I and Love and You, and Wandering Bear. Watch the webinar and you'll learn:
You can’t afford to miss this one!
Are your Amazon ad campaigns struggling to produce? Does your strategy need a total refresh? If so, we've got some great ideas for you courtesy of two dynamic ad experts from Channel Bakers!
In this webinar, Joshua Kreitzer and Sarah LaVallee join eComEngine's Colleen Quattlebaum for a deep dive into Amazon DSP and all that it has to offer. These two really bring some infectious energy to the conversation, so be ready to walk away feeling inspired! Here's a quick recap of what to expect when you watch.
Kreitzer began by reminding everyone that while there are many levers that you can pull within the Amazon advertising landscape, it often pays to be more focused in your efforts. He's a big fan of building granular campaigns for that reason.
"I think it's absolutely critical from day one, I've been building campaigns super granular because we want to be able to make sure that we're, number one, very, very, very relevant to the audiences with the product that we're selecting," Kreitzer said. "But also we're very adamant about objective-based advertising. And what I mean by that is you should be approaching any ad platform, not just Amazon, with some objective in mind, meaning is it market share grab, is it increased lifetime value?"
With Amazon DSP, a big part of this granularity is being able to develop specific messaging around your awareness, consideration, and conversion marketing funnel.
Kreitzer and LaVallee go on to share several real-life examples from clients using things like audience modeling (awareness), in-market targeting (consideration), and last-minute stealth deals (conversion).
While some of these success stories involved larger brands, others were smaller startups that found a way to be competitive in their respective markets. LaVallee shared this excellent reminder for those of you who may be just starting out.
"Anyone who's listening today, if you are a startup brand, you can compete against the big boys. You just have to outsmart them and be very creative," she said.
The two industry experts noted that while significant thought should be given to your advertising strategy, your ad creatives also need some attention. But be careful not to lose your focus here — everything you do should have the same objective in mind.
"If you don't have a creative strategy that is going to match how targeted and granular your display tactics are, you're really missing a huge opportunity. This is about telling the brand story. This is about arresting and engaging content," LaVallee said.
Again, she emphasized that you don't need deep pockets to make content that converts.
"You don't need a ton of money to stand out. For smaller brands, it's about using what you got. Leaning into your brand personality and let it shine to stand out," LaVallee said.
Amazon's growing video opportunities have been very exciting for sellers, and Kreitzer believes you should be taking advantage in every way that you can. But a quick word to the wise: your brand video isn't going to work as an ad creative. What's more, your message may need to be updated to reflect the times.
"It's got to be different than your brand video. That's not going to cut it. And, as a matter of fact, due to the events of last year, some of your old brand videos or even product-level videos may not be hyper-relevant any longer. There's a new reinvented message that you have to put out there because of the events of last year," he said.
For many sellers, there's typically a lot of confusion about when to target a detail page, a brand store, or a custom landing page with your advertising. Kreitzer noted that while all three are important, they do serve different purposes.
Kreitzer and LaVallee are especially adamant about leveraging the curated experience of your brand store.
"I like brand stores as even a potential for you to consider, maybe at a product launch, not sending traffic to the detail page, sending it to the brand store because you need to educate the audience. And this is a much cleaner distraction widget-free place where your competitors aren't there. This is your turf," Kreitzer said.
The Channel Bakers team has done some incredible work over the years, and their results speak for themselves. Watch this webinar to soak in all of their knowledge and learn more about Amazon search strategies, ways to win the Buy Box, and other key brand tactics for sellers to implement.
You may also read more about the ad experts below. If you want to improve your Amazon advertising strategy, watch the webinar today!
Joshua Kreitzer is the founder and CEO of Channel Bakers. With over 15 years experience in the Consumer Electronics and Outdoor Sports Industries, working for such brands as GoPro and Corsair, as well as Internet Retailer, Buy.com, and CE Distributor, Ingram Micro, Josh has developed and executed Merchandising, Marketing, and Paid Media strategies within each position he’s held that drove incremental revenue while consistently providing outstanding Return on Investment. His channel experience enables him to develop clear-cut go-to-market and channel strategies with a step-by-step, turn-key game plan that will increase sales, brand awareness, and profitability while minimizing channel conflict.
Sarah LaVallee is the Vice President at Channel Bakers. Sarah has helped VC-backed startups in the CPG industry grow to billion-dollar brands over her 15-year career in the eCommerce and retail space. Sarah excels in driving profitable brand growth while scaling advertising across multiple eCommerce channels.
If you want to improve your Amazon advertising strategy, watch the webinar today.
Originally published on June 25, 2021, updated April 13, 2023
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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