Three Vital Strategies for Crafting High-Performing Amazon Ad Campaigns
You want to be a better and more profitable seller on Amazon. But how do you get there? You can find loads of conflicting information out there. Yet, there are three main areas that any Amazon Seller must attend to if they are going to be successful. Discover the invaluable strategies you must employ to become a top-ranked Amazon Seller and have a strong, easily recognizable brand.
Protecting and Building Your Brand
When designing high-performing ads, getting in front of your potential buyers should be on the top of your mind. Always stick to the most important and high-converting techniques.
Marketing Rule of 7—A prospect needs to “hear” or receive the advertiser’s message at least 7 times before they will take action to buy your product or service. If you can tell stories about what it is like to do business with you, then you will be well on your way to creating meaningful connections. Throughout all of your marketing, be sure to enlist your target audience and loyal customers.
Market to Competitors’ Customers—Grow and sustain brand equity while protecting your own brand from competitors. Utilize relevant industry and competitor high-volume keywords to cast a wide net. Get in front of as many potential customers as possible. Keep track of your key metrics such as the number of eyes on your brand and the relevance of targeted terms.
Bid on Branded Terms to Own Your Shelf Space—Have specific budgets and Advertising Cost of Sale metrics (ACoS) for each product to own more real estate on the Amazon search page. This will also protect your brand from competitors that are trying to steer your customers away. Design targeted product page ads with unique Amazon Standard Identification Numbers (ASIN) to protect your brand and cross-promote the product line.
Retain High-Impression Terms—Driving brand awareness requires more than just clicks and conversions. If a particular term is getting you noticed, and it is available at a low cost, then grab it. The more exposure of your brand to potential customers, the better!!
Off-Amazon Content and Ads—Add credibility to your brand and keep it front-of-mind with consumers. Do this with regular social posts that create high-engagement, running social ads and designing quality advertorials.
Become a Best Seller with Enhanced Ranking
Amazon is unique in that in order to sell more on the platform, you’ve got to ‘sell more.’ Driving a high volume of traffic of buyers that are likely to purchase your product is crucial to improving your organic rank on Amazon. And consequently, reach more potential buyers at no additional cost.
Retain Terms that Drive Views and Convert—Click-through-rates (CTR) and conversions are key factors in driving the organic ranking of product detail pages and increasing exposure for ads. Bid as aggressively as you can on keywords that have strong CTR and conversion performance.
Off-Amazon Promotions, Social Ads, Messenger Bots—Running successful Facebook and Google ads to your website or landing pages can drive additional searches for your brand. High detail page conversions on Amazon drive both organic ranking as well as product relevance.
Monitor Key Metrics—Set targets for CTR, conversions, ACoS and Return on Ad Spending (ROAS) internally. Then measure performance and ranking impact closely. Use what you learn to optimize and adjusts the targets. Tracking keyword movement with a tool like Helium 10 is recommended.
Customer Impression and Acquisition
When focusing on new customer acquisition, it is important to employ strong brand awareness, protection and rank-driving strategies. The marketing landscape for attracting loyal customers is extremely competitive, so if you’re not going ‘all-in’ on these initiatives, you will likely lose that race.
Separate Keywords into Branded, Industry and Competitor—Segmented campaigns with specific keyword and bidding strategies are key to being able to manage the appropriate budgets and goals for each product.
Off-Amazon Content, Ads and Promotions—Get your brand in front of as much of the target audience as possible. Develop an omni-channel marketing experience where customers experience multiple stages of your funnel.
Build Your Funnel with Sponsored Display, Amazon Display (Amazon DSP) and Google—Optimize your detail pages for search and conversion. Next, maximize lower-funnel advertising platforms like Sponsored Products, Sponsored Brands, social ads and Google Shopping. Then invest more to get in front of new eyes and retarget past visitors in order to keep growing the top of your funnel. Platforms like Sponsored Display, Amazon DSP and Google Display typically have a much lower direct ROAS but are effective at keeping your brand and product in front of future customers. Most established brands have large budgets for doing this very thing, so when you break into this territory you’ve got to pay to play and keep playing.
Understand the Average Expected Revenue—As always, having clear goals and metrics for measuring eyes-on-ads, click-through and conversions are extremely important. It is critical to understand the lifetime value of a customer and how your baseline of non-ad-attributed revenue is growing. The most well-marketed brands have a clear understanding of the average expected revenue from each new customer. And thus, how much they are willing to spend to gain them. Theoretically, as long as you’re keeping the funnel full and baseline revenue is growing, the system is working.
When you are looking to grow your Amazon business and become a real player in your niche, be sure to focus on metrics and building your brand. With so many tasks to complete and things to manage, consider getting support. Sellozo can manage the tedious things so you can stick to growing your brand and increasing your sales.
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