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In this section of the conversation, the speakers discuss various aspects of Amazon advertising, strategies, and the role of AI in e-commerce.
- Keyword Ranking & Sponsored Branding: The speaker emphasizes the importance of ranking both organically and through sponsored branding for keywords that aren’t yet ranking well organically. They mention how this approach ensures visibility even if the competition is strong.
- Case Study on a Supplement Brand: A supplement brand saw a 50% growth in a year by employing a detailed launch strategy. The account manager worked diligently to take advantage of all opportunities, and the speaker stresses the importance of continually testing strategies to see what works.
- AI’s Role in E-commerce & Advertising: The conversation shifts to AI’s growing importance in advertising and e-commerce. While some AI applications, such as report generation and search term analysis, are deemed less effective, the speaker finds AI extremely useful for research, such as understanding audiences and products. They believe AI can be beneficial in analyzing market trends and customer behaviors.
- Future of AI in Optimizing Campaigns: The speaker is excited about the potential of AI to provide deeper insights into campaign performance, such as tracking product page changes and analyzing the impact of specific actions (like adding a coupon) on sales. They believe AI could someday analyze and suggest strategies to improve conversion rates by integrating insights from multiple sources, like detailed page analytics or sales performance data.
- Challenges in AI-driven Solutions: While the speaker is optimistic about AI’s future in campaign optimization, they acknowledge current limitations, such as data accessibility, since many important reports are not available through APIs, and scraping data violates Amazon’s policies. However, they see potential in developing AI platforms that can provide actionable insights based on real-time data snapshots.
- Omnichannel Strategy: As Amazon becomes increasingly profit-focused, with rising CPCs and fees, the speaker highlights the growing importance of an omnichannel approach to mitigate the challenges of selling solely on Amazon. They suggest that brands should first master Amazon before expanding into other channels, emphasizing that success on Amazon is crucial before diversifying.
