One thing is certain unless you are brand new to Amazon’s pay-per-click advertising (PPC) platform or have been using it for quite some time: results will be measured in clicks. New features and ad formats are regularly added to Amazon Advertising to enrich the shopping experience for customers and expand your opportunities to interact with them.
As Amazon advertising develops, new features and ad formats are being released, and as a marketer, you must take advantage of everything at your disposal to achieve your advertising goals. If you want to succeed in business, you must avoid using any old-fashioned approaches to selling on Amazon. Let’s discuss 3 Amazon marketing methods from the past and how you can update your approach.
Amazon's 3 Outdated Marketing Techniques
1. RELY SOLELY ON AUTOMATIC TARGETING FROM THE GET-GO.
Most Amazon merchants who are just getting started with Amazon Marketing Ads use automatic targeting campaigns for their initial forays into keyword research. In Sponsored Product campaigns, you specify the Amazon Standard Identification Numbers (ASINs) of the products you wish to promote, and Amazon then uses that information to direct users to your ad when they search for a term related to those products.
While this helps get a feel for what customers are looking for and can provide real-time data, relying too heavily on it can cause your product to show up in search results that have nothing to do with your industry. Instead, you should employ a hybrid approach, combining automated and human targeting, when creating sponsored product ads. You may view data about your brand in both Seller Central and the related Vendor Central.
Some useful keyword research tools exist, such as Helium10, but the first-party data used by Brand Analytics has clear advantages over the data made accessible by third parties.
For this, go to Seller Central and, after logging in, choose “Brand Analytics” from the sidebar.
When you do that, a dashboard will load at the very top of your page. Just head over to “Amazon Search Terms” and click there.
Clicking this will take you to a new page with this user interface:
Your products’ ASINs and any keywords you deem useful can be entered here for a more refined search. Accessing the top-performing related search terms and most-clicked ASINs in descending order is also possible through this interface.
You can use these terms as keywords in manual campaigns to target the most relevant, highest-ranking terms for your products, in addition to using them in your fully automated campaigns to target Sponsored Product ads. There’s no doubt that “colored pencils” and related long-tail phrases like “colored pencils for adult coloring” would be useful here. You can keep your cost-per-click (CPC) in your target range by using long-tail keywords, which typically have lower bid costs and also aid in the middle and bottom-of-the-funnel strategies.
Sponsored Products now allow you to narrow your search by category and even by the brands of competing companies. You need to combine automatic targeting with manual targeting focusing on keyword research and category targeting. With this information, you can better understand how customers are using search engines, protect your brand, increase your visibility during searches for your competitors, and guarantee that your goods are reaching the appropriate people.
2. A Unified Amazon Advertising Spending Plan.
Over time, your company’s advertising objectives will shift. The holiday season is a peak selling time for many products. Whether you’re just starting out or have been around for a while, releasing new products, or trying to hit some other internal sales goal, you’ll need a different approach to advertising.
The norm is for a company to pursue several objectives simultaneously. If you sell on Amazon, for instance, you probably want to increase your brand’s visibility there while also boosting sales and beating out the competition in terms of conversion rates. One cannot accomplish all of these with a single plan and a single budget. It’s important to tailor your ROI expectations to your unique business needs.
Promoting your brand on Amazon will help more people become familiar with your business and its offerings. Though these campaigns will increase exposure, they may not directly increase revenue.
For new businesses or those releasing innovative products, it’s important to prepare customers for the possibility of a reduced sales return on these efforts.
- There will be a change in your Advertising Cost of Sales (ACoS) if increasing exposure and search engine rankings is a priority.
- There is a halo effect associated with Amazon ads, which could lead to an increase in overall sales rather than just ad revenue.
- Instead, prioritise your goals and allocate your weekly or monthly budget accordingly. You can divide it however you like depending on your priorities.
- Consider breaking down your marketing budget as such: 40% top sellers, 30% brand awareness, 20% brand defense, etc.
- Divide your advertisements into various portfolios to track their individual returns on investment.
- By establishing these benchmarks at the outset of your advertising campaign, you can better adapt to the shifting needs of your business.
3. Focus Solely On Amazon's Ppc Advertising.
There are other methods besides Amazon PPC Advertising that can help you get more eyes on your product pages. By running ads on both your own straightforward (D2C) site and Amazon, you can set up a positive vicious circle by incorporating your advertising strategy with choices on other marketing platforms like Google.
- You can use email marketing campaigns that you create through Seller Central and on your own website to get in touch with these customers again and hopefully have them make additional purchases.
- Sponsorships on social media, blogs, and influencers can drive customers to your Amazon storefront even if you don’t have your own direct-to-consumer website.
- When used in conjunction with Amazon PPC advertising, these strategies increase visibility for your products, interest from potential buyers, and loyalty from existing customers.
Making sure your Amazon strategy is up-to-date is essential whether you choose to spread your marketing efforts thin across various platforms or launch an Amazon PPC campaign. Since Amazon and e-commerce are always evolving, it’s important to adapt your marketing strategy accordingly.