In this insightful episode of The Seller's Edge, Jonathan D'Ambrosio sits down with Amazon advertising expert Elizabeth Greene to discuss the complexities of running PPC campaigns on Amazon. They explore the mechanics of sponsored products on listings and search pages, examining how these ad strategies impact visibility and consumer engagement. Elizabeth provides a detailed look at current PPC features and the two discuss the potential of AI in transforming how consumers find and purchase products.

Elizabeth shares her personal experiences and professional insights, highlighting the challenges sellers face with PPC campaigns. They also discuss the exciting yet uncertain future of AI in advertising, emphasizing the need for adaptability and innovation in ad strategies. With a wealth of information, Elizabeth offers actionable tips for Amazon sellers to optimize their advertising efforts and stay competitive in a hyperactive marketplace.

Don't miss out on this valuable discussion!

Episode 17 of The Seller’s Edge, Elizabeth and Jonathan talk about:

• 01:15 - Balancing Data with Instincts

• 03:26  - Why Data is Often Misleading on Amazon

• 08:07 - Catchall Auto-Campaigns for Your Entire Catalog

• 10:50 - How to Avoid Ad Waste

• 12:05 - Catchall Auto-Campaigns for Individual Products

• 12:46 - Same Keyword, Different Ad Type

• 15:34 - Common Advertising Mistakes that Sellers Make

• 16:17 - “Ranking Doesn’t Equal Sales. Sales Equal Sales.”

• 17:29 - Focus on Growth at Product Level Rather than at Brand Level

• 18:37 - Competitor Conquesting (Test It and See!)

• 20:42 - How Much Does Organic Cannibalization Matter?

• 23:51 - Sending Positive Signals to the Algorithm

• 27:53 - Amazon’s push to get Sellers Using Prime Video Ads

• 32:06 - The Evolution of Amazon’s Ads 

• 36:13 - What Should Sellers be Prepared for?

Key Takeaways:

• Develop a holistic ad strategy
• Adapt the approach to your brand and product lifecycle
• Embrace data but trust your instincts
• Invest in strong listing content
• Be wary of AI targeting
• Test Prime Video ads

About Elizabeth Greene

Elizabeth Greene is an Amazon advertising specialist with extensive experience in helping sellers optimize their ad strategies. As the co-founder of Junglr, she provides expert insights and practical solutions for navigating the complexities of Amazon's advertising ecosystem. Learn more about her work at Junglr.