Summary

In this episode, Will Haire, co-founder of BellaVix, shares his expertise on becoming profitable on Amazon using PPC and DSP advertising strategies. He explains the difference between PPC (pay per click) and DSP (demand side platform) advertising and how they can be used to target different stages of the customer journey. Will also discusses the importance of mitigating cannibalization when selling on Amazon and provides tips for brands looking to scale their advertising efforts. He emphasizes the role of branding on Amazon and the impact it can have on advertising success. Finally, Will shares his thoughts on starting an e-commerce business on Amazon and offers personal business ideas.

Takeaways

PPC (pay per click) advertising on Amazon targets bottom-of-the-funnel traffic, while DSP (demand side platform) advertising focuses on programmatic advertising and building audiences using Amazon's data.

To mitigate cannibalization when selling on Amazon, exclude existing customers from advertising campaigns and focus on new-to-brand customers.

A full-funnel advertising strategy is crucial for long-term success on Amazon, combining PPC and DSP to target customers at different stages of the customer journey.

Branding plays a role in advertising success on Amazon, with strong brands benefiting from lower cost per acquisition and higher brand awareness.

When starting an e-commerce business on Amazon, a minimum ad spend of $1000 to $1500 per parent product is recommended, and it may take 12 to 18 months to see significant organic sales.

Chapters

00:00 Introduction and Background

01:21 Understanding PPC and DSP

03:03 Mitigating Cannibalization on Amazon

07:19 Top Tips for Advertising on Amazon

10:36 The Importance of Full Funnel Strategy

14:17 The Role of Branding on Amazon

18:28 Minimum Ad Spend and Timeline for Success

25:16 The Impact of Dropshipping on Amazon

26:07 The Importance of Brand on Amazon

31:53 Starting an E-commerce Business on Amazon

33:17 Personal Business Ideas

35:27 Closing Remarks and Contact Information