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EP 4: Understanding Branded Search on Amazon
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Abe Chomali and Robyn Johnson dive deep into the world of branded search strategies on Amazon. They break down the importance of both brand defense and conquesting (targeting competitor brands), sharing real-world examples and actionable tips to help businesses protect and grow their market share.
๐ Key Topics Covered:
- Brand Defense:
- Why itโs essential: Protect your brand from competitors targeting your name in search results.
- Tactics: Fill ad spots with your products to prevent others from outranking you, even if you're an established brand like Lego.
- Real-life example: A puzzle education company lost control of their own branded keywords due to neglect, allowing competitors to dominate their search results.
- Conquesting:
- Definition: Targeting competitor branded searches to capture their customers.
- Example: Advertising a tastier cookie under the search term "Oreos" or competing against popular brands like iPhone cases.
- Branded Search Campaign Strategies:
- Always separate branded campaigns from general keywords to avoid skewed performance data.
- Common mistakes: Mixing branded and non-branded keywords, which can either hide poor-performing keywords or artificially inflate campaign success.
- Measuring Success:
- Track metrics like top-of-search impression share to ensure brand visibility.
- Use branded search data to analyze the impact of off-Amazon marketing efforts (e.g., TV appearances and influencer campaigns).
- On-Page Defense:
- Fill product pages with ads for your own products to prevent competitor ads from stealing sales.
- "Filling the shelf": Ensure all variations and complementary products are visible to maximize cross-selling.
๐ฏ Key Takeaways:
- Branded search is non-negotiable, even for big brands like Lego. Ignoring it can result in lost sales and diminished brand authority.
- Separate branded and non-branded campaigns for clearer data and better budget allocation.
- Use branded search to defend against competitors and capitalize on external marketing efforts.
๐ Links Mentioned in the Episode:
- Search Engine Journal - https://www.searchenginejournal.com
- Search Engine Land - https://www.searchengineland.com
- Marketplace Blueprint - https://www.marketplaceblueprint.com
Chapters
1. EP 4: Understanding Branded Search on Amazon (00:00:00)
2. What is Branded Search? (00:00:27)
3. How Abe Uses Branded Search (00:02:08)
4. Robyn Tells a Cautionary Tale (00:04:33)
5. Be Available When Amazon Shoppers Search for You! (00:08:30)
6. Business Wisdom (00:09:03)
7. Teaching Amazon Who You Are (00:13:17)
8. Understanding Brand Affinity (00:14:55)
9. Branded Search Ad Strategies (00:17:20)
10. Splitting Out Brand/Nonbrand (00:17:45)
11. Three Types of Ads (00:18:00)
12. Understanding Ad results (00:21:06)
13. Robyn Tells a Joke (00:23:03)
14. Tracking External Events (00:28:25)
15. The Right Mindset (00:30:28)
16. On-Page Brand Defense (00:32:48)
15 episodes
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