Better Advertising with BTR Media

Episode #054: In this episode of Better Advertising with BTR Media, host Justin Nuckols is joined by advertising specialist Nick Amos from the BTR team to chat on what it takes to succeed in Q4. With Black Friday, Cyber Monday, and the holiday rush approaching, many brands are scrambling to get their strategies in place—but are they doing it right?

Nick shares his insights on how brands can optimize their ad spend, streamline their product listings, and avoid the common (and costly) mistakes that often derail Q4 success. From inventory management to refining your creative assets, they're covering what you need to know to stay competitive and boost your sales during the most crucial part of the year.

Key Topics Discussed:

• Planning for Q4 success with inventory management and data
• How to structure your ad campaigns for Black Friday and Cyber Monday
• The importance of listing optimization and testing creative assets ahead of Q4
• Using historical data and trending keywords to outpace your competitors
• Tips for standing out in crowded markets and making the most of your ad budget

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Episode #053 - Do you want your brand to stand out on Walmart Connect but aren’t sure where to start? Join Justin Nuckols and Gabriel Cáceros as they talk about Walmart's ad platform and how it stacks up against Amazon. From unique homepage placements to new reporting insights, they dive into strategies that can help sellers make the most of Walmart's growing e-commerce space.

Some of the Tips Mentioned:

• Utilizing Homepage Placements: Sellers can take advantage of Walmart’s unique auto-campaign feature, which places products directly on Walmart's homepage, offering prime visibility at no extra cost.
• Leveraging Detailed Reporting Capabilities: Walmart’s platform offers specific insights, such as search term impression share, allowing sellers to optimize their bids and placements based on how much exposure they are getting for targeted keywords.
• Customizing Ad Placements: Walmart allows for greater control over ad placements, letting sellers turn off placements that aren’t performing well while focusing their budget on those that convert better.
• Aligning Multiple Ad Types: Sellers are encouraged to align Sponsored Products, Brands, and video) to ensure a comprehensive presence on relevant search terms, increasing visibility and conversion rates.

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Episode #052 - How do you rise above the noise on Amazon’s biggest sales day of the year? In this episode, we sit down with Alicia Ponzani, E-Commerce Manager at Premier Nutrition, the brand behind one of the Top 5 Best-Selling Products on the most recent Prime Day.

Alicia shares the real, no-fluff tactics that led her team to outperform some of the biggest names in the game and how they managed to stay ahead even with retail giants like Target running promotions right before Prime Day.

We pull back the curtain on Premier Nutrition’s exact strategy, revealing how they optimized their Amazon ads, drove external traffic, and targeted the right audiences at the perfect time. You’ll hear how they navigated complex attribution challenges, leaned into full-funnel marketing, and unlocked the power of Amazon Marketing Cloud (AMC). You'll walk away with real, actionable tips - from creative testing to making the most of upper-funnel campaigns. If you're after clear, no-nonsense advice that actually works, hit play and see how Premier Nutrition did it.

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Episode #051 - In this episode of the Better Advertising with Better Media, Destaney sits down with Julian Fenn, an e-commerce expert with a deep background in Amazon strategy and data-driven decision-making. Julian shares his insights on the importance of setting clear success metrics and how data can be a powerful tool in driving growth. He highlights the challenges brands face when managing multiple product categories on Amazon and offers practical advice on when to build in-house capabilities versus relying on external agencies or SaaS tools.

A key takeaway from the episode is Julian’s emphasis on the need for expertise in navigating Amazon's complex ecosystem. He notes that while tools like PacVue can be incredibly powerful, they require a deep understanding of Amazon advertising to be truly effective. Julian also discusses the future of Amazon Marketing Cloud (AMC) and how it can provide deeper insights into customer behavior and advertising performance, helping brands make more informed decisions.

Throughout the conversation, Julian and Destaney explore the overall landscape of e-commerce, touching on the rise of new competitors like Temu and Shein and what these changes mean for established brands. Julian expresses excitement about the potential of AMC to unlock new levels of performance and data integration, while also cautioning brands to be strategic about their investments in both upper and lower funnel marketing efforts.

Key Points Mentioned:

• Importance of Expertise: Understanding Amazon's advertising ecosystem is crucial for making the most of tools like PacVue.
• Data-Driven Decisions: Setting clear metrics and goals is essential for leveraging data to drive e-commerce growth.
• In-House vs. Outsourcing: Julian discusses when it's beneficial to manage e-commerce efforts internally versus partnering with agencies or using SaaS tools.
• Future of AMC: Amazon Marketing Cloud offers powerful insights into customer behavior and ad performance, helping brands optimize their strategies.
• Impact of New Competitors: The entry of brands like Temu and Shein is changing the e-commerce landscape, requiring established brands to adapt their strategies.

Interested in discussing how to optimize your Amazon strategy? ⬇️

https://www.btrmedia.com/getting-started/work-with-btrmedia

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Amazon DSP Series Episode #4 - In episode four of our Amazon DSP Series, Justin Nuckols and Adam Mellott are putting more focus on key performance indicators (KPIs) and measurement strategies for DSP specifically. They stress the importance of understanding what you want to achieve with DSP, whether it's building brand awareness or remarketing to existing customers. It's clear that while Return on Ad Spend (ROAS) is crucial, it's not the only metric that matters.

Setting realistic expectations is vital with DSP because it is all about incremental gains. During the episode Adam notes, "DSP is a long game and initial or immediate results cannot and should not be expected out of the gate." Justin and Adam also discuss how to optimize strategies for different stages of the marketing funnel, from awareness to consideration to purchase intent - highlighting metrics like conversion rate, click-through rate (CTR), and average order value (AOV) as essential for understanding the effectiveness of your campaigns.

The duo also explains how Amazon Marketing Cloud (AMC) provides valuable insights into how DSP integrates with your other advertising efforts. By using tools like the path to purchase and media mix modules, you are able to see how different ad types work together to drive conversions. Justin emphasizes, "You should be advertising at every stage of the funnel, everywhere a customer can see you. It leads to the strongest conversion rate."

Key Points Mentioned:

1. Setting Realistic Expectations: DSP is a long-term strategy, and immediate results should not be expected. Patience and continuous optimization are key.
2. Tailoring KPIs to Goals: It's essential to define your DSP goals, whether it's for brand awareness or remarketing, and adjust KPIs accordingly.
3. Optimizing Across the Funnel: Different stages of the funnel require different metrics and strategies, from conversion rates at the purchase stage to reach and impressions at the awareness stage.
4. Integration with AMC: Using Amazon Marketing Cloud (AMC) helps understand how DSP works with other ad types to drive overall effectiveness.
5. Granular Targeting: DSP allows for detailed targeting based on web activity and demographics, setting it apart from traditional advertising methods.

Interested in chatting if DSP is right for your brand? ⬇️

https://www.btrmedia.com/getting-started/work-with-btrmedia

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👋 Connect with Adam on LinkedIn

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#050 - Welcome to another episode of Better Advertising with BTR Media! We’re excited to have Vanessa McFill, a digital marketing expert, joining us today. In this episode, hosted by Destaney, we delve into the constantly changing landscape of digital marketing and uncover strategies for building loyal audiences through targeted reach and effective connections. Vanessa shares her insights on the importance of understanding your audience, creating personalized marketing strategies, and leveraging digital platforms like Amazon, Meta, and TikTok to drive success.

In this episode, we cover ⬇️

• The latest trends in digital marketing.
• How targeted reach can build loyal customer bases.
• Strategies for connecting with your audience.
• Insights from Garden of Life's marketing success.
• Practical tips for leveraging digital platforms.
• The role of personalized marketing.
• Future trends in digital marketing and AI.

Resources ⬇️

➡️ Learn more about Garden of Life

➡️ Get weekly insights from BTR Media

➡️ Connect with Vanessa

➡️ Connect with Destaney

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#049 - Welcome to another episode of Better Advertising with BTR Media! We’re thrilled to have Rob Wiltsey, CEO of VideoFresh, and Emery Robbins, Senior Account Director at BTR Media, joining us today. Together, we will uncover the power of video advertising on Amazon. Rob dives into the evolution of video ads, the significance of customizing content for specific placements, and tips for maximizing video performance. Emery shares her insights on setting up strategic campaigns and the growing importance of video in brand building. Whether you're just starting out with Amazon video advertising or looking to refine your strategies, this episode is for you!

In this episode, we cover ⬇️

• The latest trends in Amazon video advertising.
• How to create video content that grabs attention and drives more clicks.
• The importance of tailoring videos for different placements like Sponsored Brands and Product Detail Pages.
• Practical tips for using UGC and short-form video content.
• Future predictions for video in e-commerce.

Resources ⬇️

➡️ Learn more about VideoFresh

➡️ Get weekly insights from BTR Media

➡️ Connect with Rob

➡️ Connect with Justin

➡️ Connect with Emery

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#048 - Join us in this special episode as we broadcast live from the House of Amazon at the one and only Cannes Lions festival. In this episode we are taking a deep dive with Amazon Ads Evangelist Jeff Cohen and Destaney Wishon as they unravel what's behind Cannes Lions. This convo is a great introduction to the unique value and strategic importance of Cannes Lions for industry leaders.

Why Listen?

• Discover why Cannes Lions is one of the ultimate gatherings for decision-makers in advertising, offering unparalleled opportunities for networking, learning, and innovation.
• Learn how Amazon leverages Cannes Lions to share ad strategies and drive future growth.
• Find out how Amazon’s integration of influencers at Cannes Lions is reshaping the advertising landscape.
• Explore the innovative practices and future trends showcased at House of Amazon, from Twitch and podcasts to advanced multi-touch attribution models.
• Gain actionable insights on the latest trends in performance marketing, consumer journey analysis, and the democratization of advertising tools.

Resources:

➡️ Get weekly insights from BTR Media

➡️ Connect with Jeff on LinkedIn

➡️ Connect with Destaney on LinkedIn

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#047 - In this episode, Destaney sits down with Ekta Chopra from e.l.f. Beauty and Jeff Cohen, tech evangelist from Amazon, to explore the innovative marketing strategies that have propelled e.l.f. Beauty to the forefront of the beauty industry. They delve into the creative processes behind some of e.l.f.’s most successful campaigns, including the high-impact Jennifer Coolidge Super Bowl ad, and discuss the brand's ability to quickly adapt and thrive in a fast-paced digital landscape.

Ekta Chopra shares how e.l.f. Beauty identifies and leverages cultural insights to create marketing campaigns that resonate deeply with their audience. The conversation highlights e.l.f.'s collaboration with influencers and Amazon to maximize reach and engagement, and the bold, purpose-driven campaigns that reinforce the brand's values and commitment to diversity.

Jeff Cohen provides insight into how e.l.f. has utilized Amazon's platforms to enhance their marketing efforts, emphasizing the importance of reading and acting on consumer signals to stay ahead. The discussion also touches on the future of beauty marketing, with a focus on the role of AI in hyper-personalization and the exciting potential it brings for both large and small brands.

Key Takeaways:

• Innovative Campaigns: The story behind e.l.f. Beauty’s Jennifer Coolidge Super Bowl campaign and its rapid execution, resulting in immediate success.
• Strategic Collaborations: How e.l.f. Beauty leverages influencers and Amazon’s diverse platforms for maximum impact and engagement.
• Cultural Insights: The importance of tapping into cultural moments and consumer signals to create relevant and resonant marketing campaigns.
• Bold Campaigns: e.l.f.’s commitment to diversity and empowerment, exemplified by the "Less Dicks in the Boardroom" initiative.
• Future Trends: The role of AI in the future of beauty marketing, enabling hyper-personalization and more efficient content creation.

Resources:

➡️ Get weekly insights from BTR Media

➡️ Connect with Jeff on LinkedIn

➡️ Connect with Ekta on LinkedIn

➡️ Connect with Destaney on LinkedIn

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Amazon DSP Series - Episode Three: Welcome to Episode 3 of our Amazon DSP Series! In this episode, Justin and Adam are shifting gears a bit and jumping into creatives and messaging within Amazon's Demand Side Platform (DSP). Broadcasting from Arizona, join us as we discuss the different types of creatives available in DSP, including responsive creatives, custom display creatives, online video (OLV), and audio creatives. They provide some insights on how you can align these creatives within various stages of the marketing funnel, ensuring your ads are both impactful and effective.

A Few of the Topics Discussed:

• Different Types of DSP Creatives: Learn about the various creative options such as responsive creatives, custom display creatives, OLV, and audio creatives, and understand which are most effective for your advertising strategy.
• Tailoring Messaging to the Funnel: We shed light on aligning your ad messaging with different stages of the marketing funnel—from awareness to remarketing—to optimize engagement and conversion rates.
• Importance of Custom Creatives: Discover the added value of using custom images and video within DSP, and when to leverage Amazon's native creative options for the best results.
• Optimizing Headline Copy: How to craft compelling and compliant headline copy that resonates with your target audience and drives traffic.
• Unique Benefits of Audio Ads: An exploration of the potential of audio ads, including interactive features that enhance engagement and brand recall.

➡️ Get weekly insights from BTR Media

➡️ Connect with Adam on LinkedIn

➡️ Connect with Justin on LinkedIn

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