Timothy P. Seward - Ultimate Guide to Amazon Advertising

This timely book is perfect for every brand or product marketer who wants to fully leverage the Amazon platformboth for sales and brand exposure. Timothys practical step-by-step advice is simple to follow and put into practice.

STEVE FISHER, TEAM LEAD, RETAIL MARKETING, LENOVO

This book should be called the Ultimate Guide to Amazon because its so much more than just advertising. Its really about building your brand on Amazon. Timothy is able to walk someone through how to do this step-by-step. It was easy to follow. I really enjoyed it.

MICHELLE REED, SENIOR VICE PRESIDENT, PERRY ELLIS INTERNATIONAL

The world of Amazon Advertising can be very overwhelming to learn, let alone to succeed in. Timothy does a masterful job at covering important aspects of Amazon Advertising and makes it easy to understand how to begin your brands quest for success on Amazon. Absolutely glad I picked this up!

FAHEEM DAYALA, DIRECTOR OF DIGITAL MARKETING, SILVER JEANS CO.

Invest a couple hours reading Timothys book and you will expand your toolkit to build a stronger, more profitable business selling on Amazon. Learn how to develop your advertising strategy including product awareness, brand awareness, brand preference, and customer loyalty on and off Amazon.

JAMES THOMSON, COFOUNDER OF THE PROSPER SHOW

Timothy and his team live and breathe digital advertising. His book does an amazing job of describing how to grow your brand on Amazon. I plan to make it required reading for all of my future hires.

ANDREW JACOBS, CEO, JAM PAPER

I read Ultimate Guide to Amazon Advertising with anticipation because Amazon continues to be a dominant force in the ecommerce world, and I knew from Timothys experience in the industry and success with his own company, ROI Revolution, that it would be a worthwhile read. I was not disappointed, as it is a useful book for everyonefrom beginners to expertsand is written in a concise way that is both practical and enjoyable. I would highly recommend it for anyone who wants to start selling on Amazon, or needs to brush up on the latest offerings from Amazon and techniques to succeed.

JIM KNIGHT, VICE PRESIDENT OF ECOMMERCE AND IT, SPANGLER CANDY

We sell to and on Amazon in four countries and started advertising on Amazon two-and-a-half years ago. I love how the book is organized: where to start, what to do next, and everything a brand needs to know at the perfect moment. Im excited to finally have the tools and tips to grow our brand on Amazon.

VICTOR YACAMAN, ECOMMERCE DIRECTOR, LEONISA

Timothy Seward will help you understand why advertising on Amazon is crucial to your brands success and will expertly guide you through the process. Regardless of your experience level with Amazon advertising, this book is filled with helpful strategies, anecdotes, and data that will help inform your advertising plans, grow your business, and transform your brand. We started using ROI Revolution and Timothys strategies for Amazon advertising and grew our revenue on Amazon by over 150 percent in the first year. If you arent advertising on Amazon, you need to read this book and start today.

MATTHEW GROOM, SALES ACCOUNT MANAGER, BRONDELL, INC.

Ultimate Guide to Amazon Advertising is a must-read for anyone managing a brand. As a successful entrepreneur and visionary thought leader in the digital space, Timothy has written an easy-to-understand and easy-to-implement prescription for your brands success. Optimizing your brand on the Amazon Advertising platform has never been more critical in todays marketplace. Reading this book will ensure you revenue and profit growth, along with lasting and positive brand equity.

PATRICE FONTAINE NEALON, SENIOR LECTURER, NC STATE UNIVERSITY

Entrepreneur Press, Publisher

Cover Design: Andrew Welyczko

Production and Composition: Eliot House Productions

2019 by Entrepreneur Media, Inc.

All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.

ebook ISBN: 978-1-61308-398-7

Contents

by Perry Marshall

Foreword

I Teach Google Advertising

F or years, that was my answer when my wifes friends or people at the pub, church, or barbecue asked what I did for a living.

For the first five years, the response I received was usually a furrowed brow. It wasnt exactly obvious to them that Google sold ads. Googles sponsored listings didnt resemble what most people associated with the word advertising. Most didnt know what sponsored meant at all.

I would explain that those links at the top and right side of Google were paid links. I dont deal with the free side of Google, I would say. The entire English language is for sale. I help people bid on keywords.

It took a long time for folks to grasp that Googles ads were a total game changer. You could skip the long line and go to the front if you could 1) pay to play and 2) build an economic engine to foot the bill.

The punch line is: by the time most people did figure out the game, the easy money had been taken off the table. Those who caught on early made easy profits for years.

Now, years later, its deja vu all over againthis time, with Amazon. Most Amazon vendors and brand owners are still living in Amazon 1.0 when, in fact, we are now in Amazon 2.0. Those with strong organic positions may have time to adjust, but the clock is ticking.

If you understand the history of Google and Facebook, the writing is already on the wall.

For years, Amazon advertising was Jeff Bezos red-headed stepchild. The company clearly did not prioritize these ads. Their ad platform was a dog.

All that has changed in the last year or two. The race is on. For the first 20 years, Bezos was content to let shareholders tape dollar bills to every shipment. But now Bezos wants a profitable Amazon.

And those profits will be made from and by brands who have the whole economic model figured out not just sellers hawking a widget.

No one knows this better than Timothy Seward. I invited Timothy to teach Google Analytics at one of my seminars in 2006 because hes one of the most astute players in ecommerce. Timothy and team are eminently qualified to teach this game.

The first sub-head in the preface says: Upending your business model. Timothy does not state this lightly, and neither do I. This is a total revolution in how the game is played. If you wait very long, it will be too late. This change will put tens of thousands of companies out of business. And it will generate brand new fortunes for the agile and courageous.