AMAZON ADVERTISING

NESPRESSO
Chandhni Jayakanth (CJ)
 AGENDA
Current Amazon Status and Retail Readiness
Why Amazon Advertising?
Objectives
Amazon DSP
Sponsored Ads
Targeting
COM 475 - CJ | 2020 Next Steps
CURRENT AMAZON STATUS
BRAND PAGE VIEW
NEW PRODUCT LINE
WHY THE VERTUO MACHINES?
Mintel Research on Coffee from July 2019 has
shown that younger consumers are driving the
growth of espresso based drinks. A quarter of 18-
34 year olds are drinking espresso based drinks
from Nespresso pods.
RETAIL READINESS
SPONSORED DISPLAY AD
ENHANCED CONTENT
ENHANCED CONTENT
CUSTOMER RATINGS

Customers are more likely to

make a purchase when the star
rating is over 3.5 and reviews
are atleast 15.
NEW PRODUCT LAUNCH GOALS
- VERTUO MACHINES

Increase Discoverability
Drive Page Views
Create Awareness
INCREASE DISCOVERABILITY

With branded keyword searches, Nespresso does a good job

but on the other hand, with unbranded keyword searches,
the brand awareness is really low and other
competitive/challenger brands are taking up Sponsored
Brand Ads.
 DRIVE PAGE VIEWS

Helps Nespresso measure the success of their intent to create

awareness and increase discoverability
Helps increase product reviews
Further increases sales of the product, which is the ultimate goal
for the Vertuo Machines
 SPONSORED ADS

RECOMMENDATIONS FOR NESPRESSO

SPONSORED PRODUCT ADS

Get discovered within first page of results

Reach high purchase intent customers
Increase sales by directing traffic to Product
Page
Control your own Pricing/"cost-per-click"
SPONSORED BRAND ADS
High purchase intention shoppers
Control your own Pricing/"cost-per-click"
Drive awareness of brand and increase sales
Located ABOVE search results and various other
locations
Great example but could be different in looks
KEYWORDS FOR SPONSORED ADS

Broad Phrase Match Exact Match

Espresso Maker Nespresso
Espresso Machine Vertuo Espresso Machine
Espresso Latte Maker Nespresso Vertuo
Espresso Latte Machine Nespresso Vertuo Coffee
Latte Maker Nespresso Pods
Latte Machine Espresso Pods
Keurig Coffee Maker
Coffee Maker
CREATE AWARENESS

Currently, Nespresso is doing a good job defending

the brand's turf on Product Detail Pages with
Sponsored Display Ads but it is essential to continue
doing the same and to target competitor brand's
turfs to increase awareness and discoverability of
the brand.
WHY IS FIRST PAGE VISIBILITY CRUCIAL?

70% of Amazon customers NEVER click past the first page of search
results.

The first three items displayed in search results account for 64% of
clicks.

81% of clicks are on brands on the first page of search results.

COM 475 - CJ | 2020

MARKETING FUNNEL

Awareness
Interest
Consideration
AMAZON DSP
Amazon first-party insights
Precise targeting across devices + formats
Audience insights + performance analytics
Brand safeguards

YOU WANT TO SERVE IMPRESSIONS

To the right audience
In real-time
On a dynamic price model
 AMAZON DSP
DSP - Demand Site Platform

PRICING MODEL: Dynamic CPM

SERVICE MODEL: Self Service
CAMPAIGN TYPE: Link In
Multiple supply options (Examples: exclusive to Amazon, through leading exchanges or
through Amazon Publisher Services)
Targeting Methods

CONTEXTUAL TARGETING

IN-MARKET TARGETING

LIFESTYLE TARGETING
Why continue to choose Amazon?

PROTECTING PROTECTING
CUSTOMER DATA BRAND SAFETY

ANALYTICS AND TARGETING

BUDGET DATA CAPABILITIES
AMAZON BRAND SAFETY
THANK YOU!
ANY QUESTIONS?