#438 – Geek Out on Amazon PPC: Data-Driven Advertising Hacks with Mike Frekey
Amazon advertising expert Mike Frekey takes center stage in this episode, sharing his wealth of experience from Amazon PPC agency industry leaders like IGG and Perch. His journey through the world of Amazon advertising for over 100 brands underscores the importance of data over creativity in crafting successful strategies. Mike details the collaborative efforts with data scientists at Perch to create robust advertising campaigns using sponsored products, brands, and display ads, all while emphasizing the crucial role of numbers in spotting growth opportunities and fine-tuning advertising efforts.
Listeners will gain invaluable insights into the meticulous process of auditing Amazon accounts to spotlight top-selling products and optimize ad spend across various types and placements. Mike breaks down the significance of understanding conversion rates and differentiating between brand and non-brand targets to maximize incremental sales potential. By utilizing brand analytics and search query performance data, he highlights how to effectively assess market positioning and address product issues that may impact performance more than the advertising strategies themselves.
Adding a forward-looking dimension, Mike explores the evolving landscape of Amazon’s PPC offerings and the burgeoning role of AI in advertising. He shares his enthusiasm for Amazon Marketing Cloud audiences and budding avenues like sponsored TV, while candidly pointing out challenges such as audience targeting limitations and conversion tracking hurdles. Wrapping up, Mike imparts strategic wisdom on launching products on Amazon, from risk management to harnessing social proof, illustrating how to use Amazon’s first-party data for long-term success. This episode promises a comprehensive look at mastering the art of Amazon advertising, all seasoned with Mike’s unique insights and expertise.
In episode 438 of the AM/PM Podcast, Kevin and Mike discuss:
- 00:00 – Data Nerd’s Amazon Advertising Strategies
- 02:39 – Amazon Marketing Strategies and Data Analysis
- 06:11 – Agency Age and Automation vs. Humans
- 09:03 – Analyzing Amazon Advertising Strategies
- 12:26 – Gender-Specific Product Line Analysis
- 16:33 – Amazon PPC Strategies and Attribution Challenges
- 18:40 – Amazon Bid Boosting Challenges
- 25:06 – Campaign Monitoring and Analysis Priorities
- 27:33 – Impact of AI on Amazon Advertising
- 29:15 – Future of AI in Amazon Advertising
- 31:41 – AI Transformation in Workforce
- 35:38 – Amazon Algorithm
- 39:31 – Amazon Advertising Launch Strategy Tips
- 41:59 – Product Reviews for Amazon Success
- 47:15 – Networking and Event Promotion on LinkedIn
- 48:30 – Kevin King’s Words of Wisdom
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