The AMZ Pathfinder
Expedition Process

Intelligence Gathering and Provisioning
  • We welcome clients with a quick initial questionnaire followed by an onboarding call with their project manager and account manager where we expand upon our findings to establish a more complete understanding of their needs and objectives.
  • Gather additional insight from whoever has been responsible for advertising management up to this point to get a historical perspective on things. We aim to understand the overall strategy and specific methods used to manage advertising thus far.
  • With the help of the client we configure 3rd party tools that are central to our work and help ensure we are steering the ship in the same direction.
Cartographical Survey
  • Prior to making even a single change we take our intel from the previous step and examine the current state of advertising in the account while keeping in mind all related factors that influence it. This results in an “account snapshot” that is preserved for later reference and benchmarking.
  • Prior to making even a single change we take our intel from the previous step and examine the current state of advertising in the account while keeping in mind all related factors that influence it. Renaming current efforts to conform to our system Restructuring current efforts for organization and ease of management Taming wild keyword bids and squashing dangerous irrelevant search terms by implementing negatives Determining what “objective stage” category each campaign falls into
  • Our plans are reviewed and discussed with key stakeholders from the client side to ensure they have buy in and agree with our course of action and assessments.
Expedition Commencement
  • We boldly venture forth putting our plan into action. Depending on the size of the account it may take up to a full week to implement. Paying close attention to the details at this stage sets us up for success further down the road.
  • We follow daily checks to monitor the short-term effects of our changes, making early adjustments and cuts as required to stay on-track.
Establish Operating Base
  • We expand upon advertising efforts to ensure all greenlighted products that are ready to receive paid traffic have ad spend going to them and we are utilizing brand, competitor, seasonal, holiday and limited time promotion campaign and keyword types where appropriate.
  • Then we put in place the Pathfinder Framework which sets our schedule for optimization, maintenance checks and reports to ensure a steady flow of useful information to the client. This includes but is not limited to:
  • Daily
    • Recent spend and sales levels check
    • Advertising availability check
    • Trailing ACoS % check for different time windows
    • Campaign budget levels check
  • Weekly
    • Search term optimization
      • Negative keywording
      • Search term reassignment
    • Keyword optimization
      • Bid optimization
    • Keyword promotion
    • Keyword expansion from current campaign data and external sources
    • Update internal data tracking documents and check metrics against targets
  • Biweekly
    • Account trend examination
    • Inventory catalog review
    • Tactical campaign review and planning
    • Search and Destroy Keywords
    • Advertised listing viability review
    • Reporting to ensure adequate ad spend coverage for all SKUs
    • Reporting to breakout per-SKU ACoS
  • Monthly
    • Strategic review and alignment check-in call with clients
      • Gather information on future expansions and plans
      • Ensure alignment on account and product objectives as they relate to advertising
    • 60-Day converting search terms report
    • Poor ad offer analysis
    • Backend search terms indexing review
    • Update internal data tracking documents and check metrics against targets
Sending Back Our Findings
  • We report to the client with actionable information by providing: Identification of top converting search terms that should be included in the customer-facing product detail page Search terms they may find useful that indicate larger trends or possible areas of product line expansion
  • Top priority keywords we are focussing on in order to find the right blend of spend and exposure for within campaigns. Weekly reporting on the same priority keywords for organic rank with the use of 3rd party tools

These steps assist our clients in making steady improvements to their product offerings which
helps keep the Amazon sales flywheel turning.