Amazon continues to be positioned as the main electronic commerce platform worldwide, the meeting point between brands – users. Advertising on Amazon has become essential to stand out among the results that this website delivers after a search.
Through Amazon you can reach a greater number of users, and place your offer to consumers regardless of geographical or language barriers. Which translates into more brand recognition and, of course, more levels of completed sales.
AMAZON MARKETING SERVICES (AMS), ADVERTISING PLATFORM
Amazon is recognized as the ecommerce giant, the place where online businesses want to be to increase their sales and brand recognition. On this platform you can upload the products you want to market directly.
But you can also undertake advertising campaigns to get a greater diffusion of your offer. Although its advertising platform, Amazon Marketing Services (AMS), shares similar characteristics with Google Ads, Bing Ads and Facebook Ads, it still includes parameters that are very basic. So it is a very simple interface to use.
REASONS WHY YOU NEED TO ADVERTISE ON AMAZON
It is estimated that there are, on average, 300 million users on Amazon. 300 million users who are making purchases on this e-commerce platform. But, just as users abound, the competition has also doubled to unimaginable numbers.
● IT IS A TRANSACTIONAL PLATFORM
Amazon is a transactional platform; therefore, all users who enter it are predisposed to make a purchase in any niche. Sure, depending on your needs and preferences. The chances of selling are very high.
● THE WEB PROVIDES VALUABLE INFORMATION
This e-commerce platform has become very familiar to users, so they do not hesitate to use it as the main search channel. This means that brands can obtain very valuable information about the buying behavior of their users.
Since the web provides them with data on what the user is looking for, how long it takes to make the final purchase decision, what their interests are, in which intermediate steps they invest more time, among other information.
● CPCS ARE COMPETITIVE
Amazon’s advertising platform, Amazon Marketing Services (AMS), is starting to work. It is constantly updated and in trial and error mode. For this reason, CPC (Cost Per Click) are more competitive, compared to other companies with advertising platforms such as Google or Facebook.
● ADS ARE RESPONSIVE
Amazon knows the importance of mobile phones as a participatory element in user searches for purchases. Therefore, it gives priority to responsive design, which means that the ads are displayed both in native apps, computers and mobile phones. Best of all, they blend naturally into the interface.
TYPES OF CAMPAIGNS ON AMAZON
The type of advertising on Amazon varies depending on the type of seller you are. That is, seller (sell the products through the Amazon marketplace) or seller (sell the products directly to Amazon through the AMS).
Now, among the types of advertising, the following stand out:
● SPONSORED PRODUCTS
They are very similar to Google Ads campaigns, since they work with the assignment of keywords that you can set or that the platform suggests automatically depending on the characteristics of your campaign.
Sponsored product campaigns are useful if your main goal is to sell. Therefore, the platform requires that you must keep a good amount of products in stock so that the ads get more notoriety.
● FEATURED ADS / BRANDING
If beyond selling, with advertising on Amazon you also want to improve the notoriety of your brand, then you should design a campaign of prominent ads. Well, these are placed on the search results to try to get the highest possible visibility. And, in this way, attract traffic to the Amazon Store, where all your products are.
● DISPLAY ADS
These types of campaigns allow you to reach a specific audience, since their segmentation is not defined by keywords. But by categories, that is, products, interests, or others.
● VIDEO ADS
These ads appeal more to emotionality, to tell a story and to build stronger bonds with potential customers throughout the purchase process. It is a new format within the Amazon advertising platform, and it is also a good complement to display ads.
HOW TO ADVERTISE ON AMAZON
If you find yourself designing your first advertising campaign on Amazon, keep in mind the following tips to guide you during the start:
● CHOOSE THE RIGHT TYPE OF AD
The type of ad to select will depend on the objectives of the campaign. At Amazon, the most common is to categorize ads according to the purposes of awareness, consideration, purchase and loyalty.
Featured ads are the ones to build awareness, display ads serve to fuel consideration, sponsored product ads drive sales, and video ads drive loyalty.
● CREATE CAMPAIGNS BY PRODUCT CATEGORY
If you offer more than one product on Amazon, it is best if your campaigns are structured according to category. For example, women’s clothing, men’s clothing, and children’s clothing.
● CHOOSE KEYWORDS WITH GREAT IMPACT
To appear among the search results it is important to use the most competitive keywords. For this, create the profile of your ideal client and get to know your main competitors on the platform, and try to use some of their keywords.
● CONSIDER METRICS
Testing campaigns is necessary to find the one that gives you the highest ROI. Therefore, you have to measure your results and apply the corresponding improvements that allow you to reach the desired purposes.
Advertising on Amazon is necessary to stand out from the competition, do not miss the opportunity to boost your sales with this powerful tool. Furthermore, if you ban on Amazon you have to know How To Get Ungated On Amazon which is also important for you.
