New Product Launch Strategy

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Liran is with us covering new product launch strategy

PPC and five main relevant keywords on exact match for a new product launch strategy
First couple of days you didn’t get any impressions
Putting this down to it being a new product in a new niche with no reviews and no sales history Amazon juice yet
These keywords will get juiced later with storefornt URL and giveaways and discounts
With 200% ACoS currently
And done a coupon code on currency with sterling discount that appears on the lisign
And it’s reflected on the second image

Canonical URL and Storefront Traffic

Danny’s new product launch strategy is running exact match campaigns using the canonical URL
Using a tool to utilise main keywords and sending that to his main product page on aMazon
Gives Amazon a different look from different channels
Within the campaigns slip testing 50% on one Ad using the canonical URL
And 50% to the storefront for this product with a source tag
avoided affiliate tracking
Exact match only and using even day parting as well on this new product launch strategy
Email followup are very simple – one day after delivery it’s sent
This starts a pen pal relationship that we can use to ask for reviews later

Have about 15 keywords
Main keywords on exact match that are running through the sponsored ad campaigns
Start up in 300s then 259
The Main keyword that’s getting no impressions in the ad campaign is in position 98 which is a bit random
You can’t run PPC on it but you’re ranking for a keyword that you’re not actually bidding on at this stage
Maybe because that keyword is coming from the Adword account

Wave 2 next week is AMS product display ads
Putting the product against a product with similar but smaller sized bottles to show the value that the product brings with our bigger bottles giving more value
Run that for a week and review on PPC and AMS ads only
Then if needed go hard with 90% discounts

Sending a variety of different signals into Amazon
Google traffic to the detail page
Then traffic going to the storefront
Running sponsored ads
Even though ACoS is high you’re establishing full price sales sales history
Some keywords already showing on page three
So when giving away at 90% campaign might need to give less units than is on page 23
You might also get a few reviews in and conversions will make you stick on the first page with reviews and people buying
Once you’re on the 1st page go aggressive on your product with a currency off coupon deal
You then get the orange badge and it doesn’t affect your lightning deal pricing as you’re using a coupon

In running the AMS Display Ads on other people’s listing word the ad to highlight your value – Danny’s says “why pay more?” and his bottles are three times the size but the same price
Use Facebook traffic and tool Zontracker – gives tracking of off-line events and match customers that clicked with sales on amazon
Combine that with Facebook traffic through a two step URL

Stage remarketing using adwords and google display network
When people bounce and don’t sign-up to the page – re-market them with a ‘Why did you Leave?” ad that follows them around the internet
This is a pennies on the pound opportunity to get them back with a coupon code

It took a few support calls and emails to get the page approved for EBC
Danny’s EBC was not talking enough about the product being manufactured in the UK
The phrasing of how it was manufactured in the UK was a delay and blocked it passing compliance
How to get Amazon to compare your product with a competitors – maybe get yourself and friends to click between these two products and Amazon then thinks there’s a connection between them?