003: Mastering Amazon Advertising: Boosting Sales, Building Brands, and Navigating Seasonal Trends with Joe Shelerud

Brand Fortress HQ: Amazon FBA Success Strategies

Ever wonder how to navigate the complexities of Amazon advertising to catapult your brand to the top? Joe Shelerud, founder and CEO of Ad Advanced and a former chemical engineer, joins us to unpack the secrets of search query performance reports and strategic budgeting for advertising. This episode is a gold mine of insights, from understanding market share to differentiating between organic sales and those driven by ad spend. Joe's journey, from crafting organic chemistry kits to mastering Amazon's digital marketplace, is not just inspiring but filled with practical advice for entrepreneurs and seasoned sellers alike.
As we move through the nuances of brand defense and sales impact, Joe shares a fascinating case study with True Niagen that unveils how tweaking ad funds can significantly boost new-to-brand sales. The conversation shifts to the art of leveraging consumer loyalty and the pivotal role of seasonality in ad strategies. With Joe's guidance, we learn how timing your advertising efforts can improve product visibility and take advantage of Amazon's algorithms. Discover the importance of building a loyal customer base and the smart tactics to benefit from the ebb and flow of shopping trends, especially during the crucial Q4 holiday frenzy.
Wrapping up with a deep dive into data-driven optimizations, the episode shines a light on the powerhouses of Amazon Marketing Cloud and Amazon Marketing Stream. Joe emphasizes the significance of lifetime value and cost per acquisition, providing tools and tactics for maximizing customer retention and broadening your brand reach. We then compare the advertising landscapes of Amazon and Walmart, extracting key strategies for success on both platforms. Joe's expertise offers a masterclass in building and defending your brand on these competitive platforms, making this episode a must-listen for anyone looking to make a serious impact in e-commerce.
LINKS & RESOURCES:

• Learn more about Ad Advance: https://www.adadvance.com/
• Connect with Joe on LinkedIn: https://www.linkedin.com/in/joeshelerud/
• Follow Joe on X: https://twitter.com/joeshelerud

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Chapters

1. Build and Defend Your Amazon Brand (00:00:00)

2. Brand Defense Advertising and Sales Impact (00:05:50)

3. Leveraging Brand Tie and Seasonality (00:10:55)

4. Analyzing Sponsored Ads, Leveraging Amazon Marketing (00:20:45)

5. Optimizing Ads With Amazon Marketing Stream (00:31:35)

6. Lifetime Value and Cost Per Acquisition on Amazon (00:39:28)

7. Ad Strategies for Amazon and Walmart (00:47:47)

8. Connecting and Appreciating on the Podcast (00:55:17)