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Laura Meyer
Helping brands successfully sell on Amazon & Walmart - Angel Investor & Advisor
Laura Meyer is the founder and CEO of Envision Horizons, an Amazon Marketing company based in New York City. Prior to launching her own business, she gained valuable experience working for Amazon Media Group, where she witnessed the challenges brands encountered while collaborating with the retail giant.
Since 2017, Laura has successfully collaborated with over 200 brands, spanning from emerging startups to large publicly traded corporations, in the luxury and mass brands sectors. Her expertise in Amazon marketing has garnered her recognition, including a spot on the Forbes Next 1,000 entrepreneurs to watch list in 2021.
Beyond her role at Envision Horizons, Laura is actively involved as an advisor and angel investor in various mission-driven companies. She and her husband co-own Gorman Gear, an eCommerce business where they personally sell products on Amazon. Additionally, Laura co-hosts the podcast 'Common Mistakes,' where she engages industry experts in discussions about their significant learning experiences.
Laura holds a Bachelor of Science (BS) degree with a major in Marketing and a minor in Entrepreneurship from Miami University.
Highlights
Can(nes) you believe it??
Envision Horizons and Vacation Inc. are at Amazon Port at Cannes Lions debuting our case study.
We even created an S(TV) Guide (a play on Vacation's nostalgic branding) highlighting the success of Amazon's STV reach and successful targeting! Comment below for the link!
If you are are in Cannes, come by and grab some of the world's best smelling sunscreen!
Thank you to the Amazon Ads Partners Marketing team and the Vacation Inc. team for your collaboration in bringing this idea to life!
#AmazonAdsPartner #CannesLion #Vacation
Prime Day is right around the corner, and the age-old digital marketer’s question arises: how much should a brand spend on branded search terms, if any? Let's discuss!
The debate over investing in branded keywords for paid search on Amazon is especially hot this year as brands aim to maximize their media investments with a focus on profitability and incrementality. During events like Prime Day, we've seen suggested CPCs for branded terms reach upwards of $40 as competitors aggressively target our clients. Here are some points to consider:
Pros of Buying Branded Keywords:
Defensive Strategy: If you don’t own your branded keywords, competitors will. This ensures that brand awareness efforts lead to purchases without interception by other brands. If you invest heavily in Amazon STV, DSP, or off-Amazon brand awareness, allocate some budget for brand protection.
Control of Your Digital Shelf: Paid search lets you customize messaging and merchandise your digital shelf, exposing loyal customers to new and different products in your catalog.
Click-Through Rate (CTR): Having both organic and paid listings on the same SERP can increase overall CTR, reinforcing brand presence.
Things to Consider When Buying Branded Keywords:
Budget Impact: Bidding on your own brand name can be seen as unnecessary, especially if you already rank highly organically. This budget might be better spent on other marketing initiatives or better promotions, especially during events like Prime Day.
Driving up CPCs: If competitors are buying your branded terms and you outbid them, CPCs will rise, increasing costs for traffic that should be low-cost. It's important to know the maximum amount you are willing to pay for brand protection and to have separate budgets for brand protection versus generic/category terms.
Dependence on Paid Ads: Over-reliance on paid search for branded terms might detract from efforts to maintain strong organic SEO performance and inflate your overall tACOS and average ROAS to the point where you can't determine if incremental growth for the brand is happening from advertising. Be sure to structure your campaigns so that you can clearly identify the difference.
#AmazonAds #SEM #SEO #BrandStrategy #MarketingDebate #PPC #OrganicSearch #PaidSearch #BrandedKeywords

