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EP 16: Audience Targeting on Amazon, Understanding PMAX Ads, and New Features with Michael Facchin
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🎙In this episode, Michael Erickson Facchin, a seasoned digital marketing expert and host of the PPC Den podcast, shares valuable insights on Amazon PPC, audience targeting, and the evolving e-commerce landscape. He discusses the importance of data, the challenges of navigating new features, and how brands can balance testing with fundamentals to optimize their campaigns.
🔑 Key Takeaways
💻 Amazon PPC: Technical Marketing at Its Core
• Amazon’s PPC system is evolving, but still lags behind Google and Meta in some areas.
• Understanding data is crucial, but sifting through overwhelming amounts of information can be challenging.
• Audience targeting is improving, but still needs refinement to truly compete with Google and Meta.
📊 Audience Targeting on Amazon: Not Quite There Yet
• Amazon’s new audience targeting features are promising but still in early stages.
• Brands need to balance fundamentals with testing new features to optimize campaigns.
• Effective use of audience targeting requires understanding the complexities of warm and cold audiences.
🔎 The Importance of Product Fit in a Crowded Market
• Product-market fit remains a fundamental element for success in e-commerce.
• A unique product that offers real value is more likely to succeed than a "me-too" product.
• It’s crucial to protect unique product ideas through patents and strong branding.
💡 Building a Brand with a Unique Edge
• Expanding your product line can work if done right, by identifying search term data and market gaps.
• Understand your market before launching product extensions.
• Products that capture the spirit of the market are more likely to become enduring brands.
⚙️ Tools and Insights Mentioned
• AdBadger – Amazon PPC management tool for optimizing campaigns.
• Google Ads – For cross-functional digital marketing strategies.
• Amazon Sponsored Products – Best ad type for e-commerce sellers, still in need of more advanced features.
• LinkedIn – Be cautious of hype and "quick fixes" from influencers.
🔗 Useful Links Mentioned
• AdBadger
• PPC Den Podcast
• Google Ads
• Amazon Sponsored Products
• LinkedIn
• Hexagons are the Bestagons – Watch here!
Chapters
1. EP 16: Audience Targeting on Amazon, Understanding PMAX Ads, and New Features with Michael Facchin (00:00:00)
2. Introduction to Michael Erickson Facchin (00:00:06)
3. The Evolution of Amazon PPC (00:02:27)
4. Challenges in Amazon PPC: Data Overload (00:04:29)
5. Audience Targeting on Amazon (00:06:06)
6. Google Ads vs. Amazon Ads: Key Differences (00:09:50)
7. Product-Market Fit: Why It’s Essential for Success (00:15:18)
8. How to Build a Brand That Stands Out (00:17:20)
9. Expanding Your Product Line Without Cannibalizing Sales (00:20:44)
10. Protecting Unique Product Ideas and Innovation (00:24:50)
11. The Importance of Adaptation in E-commerce Marketing (00:29:02)
18 episodes
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