Get Better on Amazon Search

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🔍 Optimizing Amazon Branded Search: Key Strategies
^{Insights from Search Engine Land}

Optimizing branded search on Amazon is crucial for maintaining visibility and protecting your brand against competitors. This guide covers best practices for ensuring your brand stands out in both organic and paid search results on Amazon.

The Scoop:

1. Indexing and Ranking: Ensure your products are indexed by including brand and product names in titles, descriptions, and backend keywords. To rank higher, focus on consistently converting for branded terms and monitoring individual product performance.

2. Defensive Advertising: Protect your branded keywords through targeted advertising. Even established brands should use defensive ads to prevent competitors from outranking them, ensuring your brand retains visibility and sales.

3. Branded vs. Non-Branded Campaigns: Separate branded and non-branded search campaigns to better manage budgets, track performance, and understand customer behavior. This separation helps identify underperforming non-branded terms that might otherwise be masked by successfully branded terms.

4. Launching New Products: Use tools like Helium 10 to check if customers are already searching for your brand on Amazon. If so, advertise on your branded terms during the launch to boost initial sales and improve ad relevance for future campaigns.

5. Maintaining Presence: Even if Amazon isn’t your primary channel, maintain a branded search presence to capture potential customers who prefer to purchase on Amazon. This strategy helps protect your brand from losing traffic to competitors.

Taking a proactive approach to branded search on Amazon ensures your products remain visible and competitive. By leveraging your brand’s power and strategically managing your campaigns, you can safeguard your market share and enhance your overall advertising effectiveness on the platform.

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PPC

📊 Advanced Analytics Techniques for Measuring PPC
^{Insights from Search Engine Land}

In the ever-evolving world of digital marketing, advanced analytics and measurement techniques are crucial for optimizing PPC campaigns. Privacy regulations and AI advancements have made it necessary for marketers to adapt their strategies and utilize sophisticated tools to gain a competitive edge.

The Scoop:

1. Google Consent Mode v2: Consent Mode v2 enhances user control over data, requiring explicit consent for ad personalization. It allows Google to collect anonymous data through “cookieless pings,” improving the accuracy of data modeling without relying on cookies.

2. From Observed to Modeled Data: With the shift from direct observation to modeled data, marketers must adapt by focusing on broader conversion models. Implementing Consent Mode v2 helps mitigate data loss and maintain compliance while still deriving valuable insights.

3. Importance of Back-End Data: First-party data, once captured in your CRM, becomes invaluable. This data can be used for lookalike targeting, remarketing, and feeding algorithms to optimize campaigns. Proper segmentation within your CRM is essential for maximizing the utility of this data.

4. Non-Cookie Measurement Methods: With the limitations of cookie tracking, alternative measurement techniques like geo-lift testing and media mix modeling (MMM) are becoming increasingly important. Geo-lift testing allows for channel-specific analysis, while MMM provides insights into the overall contribution of each channel.

5. Proxy Metrics for Scarce Data: In situations where data is limited, proxy metrics—soft metrics that indicate strong engagement—can be valuable. By analyzing earlier stages of the customer journey, marketers can use proxy metrics to inform bid optimization and maintain campaign efficiency.

Adapting to these advanced analytics techniques is essential for modern PPC campaigns. By implementing these strategies, marketers can stay ahead of the curve, ensuring they extract maximum value from their campaigns despite the challenges posed by privacy regulations and AI advancements.

QUICK SCOOP

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📊TikTok’s EU user base grew to 150 million from 134 million last August and 142 million in February. Despite a slower growth rate, the app adds 8 million new users per report. Globally, TikTok has 170 million users in the U.S., 130 million in Indonesia, 100 million in Brazil, 77 million in Mexico, and 70 million in Vietnam. 

👦🏻Social media usage patterns among Kids and teens show distinct social media preferences, with Roblox leading at 137-138 minutes per day and YouTube close behind at 79-103 minutes.

That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰