Ex-Amazon Ads Executive: “What Every Amazon Seller Should Have” – Guide to Amazon Ads, Part 3/4

by | Jun 19, 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] Rolando Rosas welcomes Nick Gezzar back to What The Teck? for more insights on Amazon Ads
  • [3:06] How to build a presence through sponsored brands
  • [8:03] Structuring your Amazon storefront to gain more exposure
  • [12:08] Practical examples of sponsored brand campaigns
  • [22:11] Nick talks about sponsored brands’ new vertical video capability 
  • [26:52] How to place ads and bid on keywords for profitability

In this episode…

While sponsored products promote visibility on the first page of Amazon’s search results, sponsored brands build exposure and awareness. What is the secret to profitability with sponsored brands?

Sponsored brands give Amazon sellers a pervasive presence on the platform and other sites, ensuring your products appear first in your selling category. Former Amazon Ads executive Nick Gezzar advocates for a unified Amazon Ads strategy that integrates both sponsored brands and products. Each tactic for sponsored ads should align with your overall approach and goals, so creative campaigns must be deliberate and calculated. A comprehensive strategy also entails structuring your Amazon storefront to feature top-selling products first, leading to more clicks, views, and purchases.

In the third installment of the What The Teck? Amazon Ads series, Rolando Rosas continues his discussion with Nick Gezzar about maximizing the impact of Amazon sponsored ads. Nick talks about practical examples of sponsored brand campaigns, how to place ads and bid on keywords, and sponsored brands’ new vertical video feature.

Resources mentioned in this episode:

Quotable Moments:

  • “You get to fight for information, and that’s kind of what you’re doing here.”
  • “If you are going to be on Amazon, sponsored products are table stakes.” 
  • “To grow a brand, you must increase mental availability by appearing everywhere and appearing popular.” 
  • “One of the things you’ve got to really know is ads are not really an optional part of the equation anymore.” 
  • “The important thing with sponsored brands is you’re not going to see that same measurable ROAs.” 

Action Steps:

  1. Don’t overlook sponsored products: Engage with sponsored products first to secure your spot on Amazon’s page one. This is effective because it directly addresses the high traffic on the first page, increasing visibility and potential sales.
  2. Consider the mere exposure effect: Regularly feature your brand in sponsored ads to build familiarity and trust. This action is effective because repeated exposure can influence consumer preference.
  3. Embrace sponsored brands: Use them strategically to build brand awareness, not just for immediate sales. This tip is useful due to Nick Gezzar’s insight on the necessity of building a brand presence for long-term success.
  4. Establish a comprehensive Amazon store: Curate a compelling brand store to showcase your product range effectively. It’s essential for presenting your brand’s full spectrum, potentially leading to increased conversions and customer loyalty.
  5. Focus on ad creative quality: Invest in high-quality creative assets to stand out in the competitive Amazon marketplace. This addresses the potential of creative presentation to attract and retain consumer attention, thus driving better ad performance.

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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.

Nick Gezzar 0:30

One 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 0:50

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 that? 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 is

Rolando Rosas 1:22

so welcome back on our four part series on how to be a better Amazon seller and how to best use Amazon ads to your advantage. And with me, joining me in part three is Nick Gezzar, Hello, guys, all things Amazon ads expert, Nick, we were going to jump into sponsored brands. And I thought, you know, why don’t we use something that people like, maybe they like to consume last time we talked about dogs, this time, let’s jump into chocolate.

Nick Gezzar 1:54

All right? Couple years in that field,

Rolando Rosas 1:56

okay with lint, right? You should have some experience. So I typed in the in the Amazon search bar premium dark chocolate. And what came up was premium gourmet milk and dark chocolate bar flavors. And this is a brand I have never heard of again. I will admit I’m not a huge chocolate fan. I do consume some, but this, this perigeena? Is that? How do you play it? Perugina. Perugina. So they’re definitely not from the US with that name.

Nick Gezzar 2:27

Oh no, no, they’re they are from Italy, and they make some pretty good chocolate. They were a big competitor of ours at lint, and it looks like they definitely beat lint on the sponsored brands bid on this search, and

Rolando Rosas 2:38

it’s only one product here. Is this their? Would you say this is their hero product that they’re going I mean, they have a custom image on the left. If so, if you’re listening to this and you want to see the video. On the video, we have the custom image of their, I guess, different chocolates. It looks lighter to see some of the different flavors, maybe, that they have you’re on the right. It’s only one product that I find that amazing, because you can put up to three.

Nick Gezzar 3:06

Yeah, that’s really not necessarily a best practice. If I was them, I would want to have all three up there, because there’s a lot of varieties in dark chocolate. You can have the basic dark chocolate. You can have it in different darkness or cocoa contents. You can also have ingredients, maybe not the best example, but that’s a real life example. But let’s look at this. So we type this in. It shows us the first thing that shows up is the Perugina and also their brand, bocce, which is a sub brand of Perugina. This isn’t the best execution, but we don’t have to look at always textbook examples of things. It’s actually great. But what this does is this drives the branding. You know, if you are a shopper and you were looking to buy a premium dark chocolate bar, that’s the first thing that shows up. You said you’ve never heard of them before. Today, I’ve never heard of them. Next time you go to the store, you’re probably just gonna see it now that they call it the mere exposure effect in marketing, okay? And what that does is it, it makes your brand appear more popular. And there was a we discussed him briefly on last episode, there is a marketing theorist named Dr Byron sharp. He’s from Australia and has really revolutionized CPG marketing. And one of the things he said is that to grow a brand, must increase mental availability by appearing everywhere and appearing popular, you think about Coca Cola every time you go to the store. How many times are you seeing those white script letters on a red background? So many more times than you can count. So when you think soft drinks, you think Coca Cola, and just through that mere exposure, that’s gonna be the most mentally available thing to you. So

Rolando Rosas 4:46

it works on you, psychologically and from a mental perspective, whether it’s conscious or subconscious, that you’re seeing this brand where you go the red and white bling bling bling bling bling bling

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