Amazon
Advertising
How do you tackle Amazon Advertising? We explain it in this article. Want to know more after that? Call one of our specialists.
Amazon is one of the largest marketplaces in the world and is growing faster than bamboo. Also in the Netherlands. If you run a web shop or an (offline) retail store, it’s smart to start selling through Amazon as early as possible. You need to get started with “platform marketing”!
What is platform marketing?
For several years, third-party vendor sales on Bol.com and Amazon have increased exponentially. Through these channels, sellers can “white label” their own products, building their own brand.
The advantage of selling on these platforms is that you are selling a specific product that a consumer is directly looking for at that moment. In addition, these companies often have shipping programs that you as a seller can take advantage of. Think “Fulfillment By Amazon” or LVB “Logistics Via Bol. Through this way, you benefit from low pick, pack and shipping costs.
Amazon Advertising is the tool for advertisers
Amazon Advertising is the tool for advertisers who want to promote their products and brands. The platform offers the ability to connect directly with millions of customers on Amazon. Whether you’re big or small, Amazon Advertising offers precise targeting options, ensuring your ads are targeted to your audience. With Amazon Advertising, you can increase your sales and visibility on the platform and grow your brand.
Tip 1: Start with proper research
Especially on platforms, it is important to appear at the top of search results. Wánt – so they say – they grab the most sales. Basically, that starts with good keyword research. The quality of search term research largely determines the success of all your marketing efforts.
Next, make sure all keywords are included in your product description, optimize your titles and use good images. These are the basic requirements to get started with Amazon Advertising.
Tip #2: The number of sales acts as a flywheel
The most important thing to remember when getting started with Amazon Advertising: the number of sales acts as a flywheel. That is, the more you sell, the higher you get in the results, which in turn gives you more sales and reviews.
How does Advertising on Amazon work?
Advertising on Amazon is done by bidding on certain keywords. This is also called PPC (Pay Per Click) advertising. The principle is the same as Google Ads, but the options are generally more limited.
There are three different strategies within Amazon Advertising:
Bid on individual keywords to showcase your product.
Bid on keywords to drive purchases for your brand. Here you can also use video to generate brand awareness for your product.
Bidding on keywords or interests. Here it is possible to deploy remarketing as well. These display ads can also be shown outside of Amazon.
Tip 3: A good campaign structure within Amazon Advertising
For a good campaign structure, it is wise to keep a similar structure as on Google. That is, you have 1 campaign driven on your own brand, 1 campaign driven on the keywords from your keyword research and 1 campaign driven on the brand names of your competitors.
What can you achieve with Amazon advertising?
- Finding new customers
- Increase brand awareness
- Addressing existing customers
- Generate conversions through automation and remarketing
- Making customers special offers
Amazon Product Advertising API
The Amazon Product Advertising API helps you integrate your product data into Amazon easily and quickly. We can use this to create attractive product pages. That way, you can quickly take advantage of Amazon Advertising opportunities.Tip 4: Bet on keywords
As with Google, within Amazon you have different search types that you can use as a setup for your keywords (broad, phrase and exact). To find the right keywords as well as to see where your competitors are scoring on them, it is advisable to use an external tool for this.
At Amazon, the tools JungleScout and Helium10 are the most popular tools for proper keyword research. Certainly the Reverse ASIN Lookup tool gives good insight into what keywords are working well for your competitors, and what you – in all likelihood – will also rank well for.
Tip 5: Set the budget high first
The budget you should spend depends on what you want to achieve. When doing an Amazon product launch, it is wise to set your budget and bids higher to generate sales and reviews. In this way, you’re going to increase your conversion rate and show up higher in organic search results. This can mean that-especiallyin the beginning-yourads may not be immediately profitable.
But you may have already secured nice spots in the search results. Then it may be wise to lower your overall budget to be supportive only of your organic positions. This will lower your advertising cost per sale and move you to a profitable level.
Remarketing
Remarketing is generally not possible on Amazon. The only way to apply remarketing within the Amazon Advertising platform is to use Sponsored Display. Here you can set up Display ads to reach potential customers one more time on the Amazon platform and beyond. The benefit of this is that users who have already viewed your product page once are more likely to convert. As a result, you can expect a higher ROAS.Interest
Did you get excited after the above explanation of Platform Marketing? At CARAMBA! we have several specialists that will give you an immediate edge over your competitors.
Contact us to see how we can help you without obligation.
