Ex-Amazon Ads Executive: “Sponsored Display: The Cherry on Top” – Guide to Amazon Ads, Part 4/4

by | Jun 26, 2024 | Podcast | 0 comments

Nick Gezzar
Nick Gezzar

Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.

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Here’s a glimpse of what you’ll learn:

  • [0:00] Amazon Ads connoisseur Nick Gezzar returns to weigh in on sponsored display
  • [2:17] What are sponsored display ads?
  • [5:59] How to promote products competitively using sponsored display
  • [12:47] Nick Gezzar debunks common myths about sponsored display ads
  • [17:26] Developing a durable Amazon Ads strategy

In this episode…

Are you struggling to keep your Amazon products in the spotlight and ahead of the competition? A strategic approach to Amazon sponsored ads can make your brand visible and increase sales. What role do sponsored display ads play in this process, and how can you incorporate them into your strategy?

Having worked at the helm of Amazon sponsored ads, former executive Nick Gezzar understands the secrets behind influential sponsored ads strategies. He emphasizes the value of a tiered approach, beginning with sponsored products, followed by sponsored brands, and employing sponsored display ads as the finishing touch. Sponsored display allows you to position your products above your competitors by promoting category bestsellers and upselling similar products. For instance, leading companies like Black & Decker and HP have acquired significant real estate on the platform by positioning their products strategically to appear on competitors’ PDPs. This ensures instant visibility and potential sales.

Join Rolando Rosas for the final installment of the What The Teck? Amazon sponsored ads series with Nick Gezzar of Gezzar Consulting. In this episode, Nick talks about optimizing sponsored display ads. He also touches on product positioning, defensive advertising strategies to keep competitors at bay, and the common sponsored display myths.

Resources mentioned in this episode:

Quotable Moments:

  • “90% of shoppers never get past page one, making every spot on that page prime real estate.”
  • “Sponsored products are your bread and butter, but sponsored display is where the strategy expands.”
  • “Ads are not just an option; they’re a fundamental part of the Amazon selling equation.”
  • “You’re not going to win the game with the knight alone, but it can be a critical part of winning the game.”
  • “Sponsored display can be a defensive play as much as it’s an offensive strategy.”

Action Steps:

  1. Focus on sponsored products to ensure initial visibility and clicks: Starting with sponsored products is effective as it introduces your offerings to potential buyers where they are most likely to look first.
  2. Incorporate sponsored brands to build and solidify brand recognition: Sponsored brands forge a connection with customers and can lead to repeat sales and loyalty.
  3. Utilize sponsored display to complement the advertising strategy: Sponsored display ads allow for advanced tactics like targeting competition or highlighting complementary goods, which is crucial for businesses ready to expand their reach.
  4. Analyze competitor pricing to inform your sponsored display placement: By understanding competitor pricing, you can deploy sophisticated strategies that either upsell or strategically place products.
  5. Continuously evaluate and optimize your ad placement and strategies: Continuous evaluation aligns advertising spend with return on investment, tweaking tactics for sustained performance increases.

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Episode Transcript:

Rolando Rosas 0:00

I don’t think a lot of people know. 90% of shoppers never get past page one.

Nick Gezzar 0:05

That’s true. That’s why sponsored products matter so much relevance is gonna keep declining the further down you scroll. That’s a lot like walking into a physical store. The things at the front of the aisle are always gonna sell better than the stuff in the middle or the end. 

Intro 0:19

Nick Gezzar. former senior account executive at Amazon and military intelligence officer equipping sellers with the right Intel for a profitable strategy with Amazon sponsored ads. One

Nick Gezzar 0:29

of the things you got to really know is ads is not really an optional part of the equation anymore. Why is that? There was a term we had in the army. You get to fight for information, and that’s kind of what you’re doing here. Go in, spend some money, see what works. Optimize from there.

Rolando Rosas 0:44

As an Amazon seller’s getting started, where would you say the first place to go to sponsored

Nick Gezzar 0:49

products is table stakes. If you are going to be on Amazon, this is the bare minimum that you need to do to be relevant. There’s

Rolando Rosas 0:57

some people that say you cannibalize your organic trying to be the number one sponsor. What’s your opinion of it? They

Nick Gezzar 1:04

call it the mere exposure effect in marketing. What that does is it makes your brand appear more popular, something that I would advise every seller on Amazon to have

Rolando Rosas 1:22

today. We’re in part four of our series, How to be a better Amazon Seller when using Amazon ads, things are getting expensive, pricey when you’re using ADS, so you want to maximize that budget. And joining me on this multi part series is Nick gazar, subject matter expert, former Amazon employee in the ads division.

Nick Gezzar 1:46

Nick What up doing? Good man, how about you?

Rolando Rosas 1:49

I’m doing fine. So on this particular part of our series, we want to jump into sponsored display. It’s got a lot of mystery around it. It’s got a lot of different aspects. It’s very broad. You could do some targeting that you can’t do on brand, on sponsored brands or sponsored products. Let’s start just by saying, what is it and who is this for? Well,

Nick Gezzar 2:17

this isn’t any official books, but as I brought it before you really need to make sure that you are doing these in the right sequence. Start with your sponsored products, layer on sponsored brands, and then, if you want to take it to the next level and find a new channel, that’s where sponsored display comes in. Sponsored display is, frankly by the least understood and the most mysterious of the three sponsored products out there. And it really the way to think about it, sponsored products, drives purchase, sponsored brands, drives branding, and sponsored display drives consideration. So the way I kind of think of it is like you play chess a little bit I

Rolando Rosas 2:58

know of it, tell me about the rules, right? But

Nick Gezzar 3:00

like the knight, the knight moves in a really weird way. You know, two forward, one to the right. It can jump over other pieces. It’s just this really unique, weird piece. You’re not going to win the game with the knight alone, but it can be a critical part of winning the game, and nothing else functions quite like it. It’s a specialized tool, really, is how to think of it and what you can do with it, you know? What? Can we maybe pull up the website again we can look at, all right,

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