Global market demands and consumer expectations are changing at warp speed. As the economic conditions become even more unpredictable, businesses worldwide are gearing up for some major adjustments. Today, the majority of traditional retailers are capitalizing on Amazon marketing services (AMS) to take advantage of the platform’s tremendous sales growth.
Amazon is a vast internet-based enterprise that continues to dominate the online marketplace. With more than 8.5 million total retailers and 2.1 million active sellers, Amazon steadily rises to the top of the eCommerce industry.
According to an article published by Forbes, approximately 64 percent of U.S. households are Amazon Prime members. This means that $4 out of $10 online purchases are made with Amazon. Evidently, AMS is painting the future of the retail industry. As online sales increase by leaps and bounds, however, brick-and-mortar store turnovers dwindle.
Is your business ready to transition from traditional in-person marketing to online selling? Now, more than ever, entering the Amazon advertising market is crucial to keep your business afloat. Increase your product inquiries and boost your sales in no time with the help of a reliable Amazon marketing agency.
In this post, we’ve discussed the basics of Amazon marketing services, its benefits to your business and how you can maximize an Amazon marketing company to achieve your sales goals and grow your profitability.
What Is Amazon Marketing and Why Is It Beneficial?
Amazon marketing services are advertising solutions launched in 2012 to help businesses differentiate their brand in the online marketplace. Amazon marketing allows online sellers to create targeted ads that will appear on key locations of the search results page.
By using signals, such as shopper intent and product keywords, AMS ensures your ads show up in relevant search queries and directs high-intent online shoppers to your product listings. The good news is you can build your Amazon store for free and pay only when customers click on your ads.
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With Amazon marketing services, you can:
- Increase your brand visibility with customized ads
- Choose where your ads appear (i.e., desktop, mobile devices, external sites, etc.)
- Launch targeted ads, depending on analytics results
- Build consumer trust
- Provide detailed product features
- Drive more traffic to your branded pages
- Position your brand and products in front of over 95 million Amazon Prime members in the U.S
- Generate more return on investment (ROI)
Research conducted by Bloomreach shows that approximately 55 percent of customers begin their product search on Amazon, regardless of where they purchase the product. With more than half of your prospects starting their buying journey on Amazon, hiring an Amazon agency to help streamline your marketing efforts is a wise decision.
How to Leverage Amazon Marketing Services for Your eCommerce Business
With Amazon marketing services, competing smart is the key to increased sales volume. Level up your Amazon marketing strategies with the help of an Amazon agency and maximize your conversion opportunities.
Here are some tips to effectively promote your brand with AMS:
1. Optimize Your Amazon Product Listings
Amazon product listing is the product page for each item you sell on the platform. A well-optimized product listing can increase your click-through rates (CTRs), boost your conversions and lead to better customer reviews.
There are six pillars that make up an effective product listing. These are product titles, images, key features, descriptions, questions and answers (Q&A) and product reviews and ratings. By carefully optimizing each element, you improve your search visibility, attract more loyal customers and generate more sales.
PRO TIP: Product listing optimization starts with in-depth keyword research. Utilize Amazon keyword research tool Sonar to find relevant product keywords based on customer intent and market trends. Once you’ve finished your keyword research, the next step is revamping your product listing.
Be sure to follow the best practice guidelines:
- Craft keyword-optimized, descriptive titles
- Use relevant search terms on the product descriptions
- Optimize texts for humans and machines
- Place high-resolution images
- Update the Q&A section regularly
- Increase your reviews and ratings
2. Create Delightful Shopping Experiences
Amazon has a huge market share of products. With millions of brands competing in Amazon, how can you ensure your brand stands out? The key is to provide your customers with the best shopping experience possible.
Results of the Wunderman Commerce survey revealed that 72 percent of online shoppers are more likely to convert with retailers that provide innovative solutions.
PRO TIP: More than offering lower prices, focus on strengthening your customer relationships. Attract loyal shoppers by providing loyalty programs, convenient delivery options and specialized product ranges. More importantly, ensure your customers get personalized service when they shop with your brand.
3. Leverage Ad Placements
Amazon allows you to launch three different types of ads to promote your brand offerings: sponsored product ads, product display ads and headline search ads.
- Sponsored product ads are advertisements that drive online shoppers directly to the specific product listing. These are keyword-targeted ads, which are typically displayed above or below the search results page. You can choose from exact or broad match keywords and control your ad spending and duration.
- Product display ads are product- or interest-targeted ads displayed at the top of the listings page, on the customer review page or at the right or bottom of the search results. Product display ads are useful in targeting a specific competitor or launching new products.
- Headline search ads are banner ads that appear above the result listing. These ads lead online shoppers to a specific branded page. You can utilize headline search ads to promote more than three products at the same time.
PRO TIP: Narrow your keyword list by identifying irrelevant search queries and targeting search terms with the lowest advertising cost of sale (ACoS). In this way, you ensure you rank for relevant, high-performing keywords that are likely to convert.
4. Create a Well-Structured Ad Campaign
Amazon’s advertising landscape is constantly changing. Even the most seasoned Amazon marketing company has to take its marketing efforts up a notch to execute effective ad campaigns.
You will have to monitor thousands of keywords per product, create and maintain ad campaigns and gain granular control over your ad groups to achieve the highest possible sales. So what’s the secret to a well-structured pay-per-click (PPC) campaign?
PRO TIP: Bid on specific keywords and create a separate campaign for each main product category. Under each campaign, create more specific ad groups. For example, let’s say you’re selling stuffed toys for kids. You may create two ad groups based on interest and age range. Under each category, you will need to create a list of 15-30 relevant keywords for each ad group and create ads for each keyword grouping.
The principle idea behind PPC campaigns is to achieve specific objectives within each ad group, without having to spend an exhaustive amount of time and money on optimizing your ads. Aside from a structured PPC campaign, you must also:
- Create specific, compelling ad copies
- Bid on popular brands that offer the same products
- Leverage all three ad formats
- Maximize negative keywords
A solid campaign structure ensures your ads are relevant to customers’ search intent. More importantly, it allows Amazon to match new customer search terms with your ad campaigns.
5. Engage Directly With Your Customers
Establishing a robust connection with your customers is one of the best ways to provide high-quality brand experience. Although Amazon does not allow retailers to contact online shoppers via email or phone directly, you can still engage with your customers using the platform.
PRO TIP: Send feedback solicitation emails after a successful purchase, monitor online reviews and actively respond to queries. Responding to client feedback and attending to their immediate concerns show you prioritize customer satisfaction above all.
6. Create Personalized Product Assortments
Each click on your product listings comes from an interested buyer ready to convert anytime. By upgrading your backend processes, you can create a more impactful eCommerce business and gain your competitive edge.
PRO TIP: Analyze your customers’ browsing behavior, stay abreast of consumer trends and keep track of real-time visitor data. These practices allow you to develop personalized brand experiences and position your products in front of the right customers just when they need it.
For example, a customer that has clicked mostly on yellow items and is now searching for “yoga pants,” suggests that the person may be looking for yellow yoga pants. Analyzing customers’ shopping behavior allows you to create smart personalization options and put your items to the top of search results.
7. Make Online Shopping Easier
As a marketer, your top-selling proposition is convenience. Customers have very little control over the information given to them. As such, it is your responsibility to offer them options that make their online shopping experience more convenient.
PRO TIP: Provide online shoppers with a wide variety of delivery and payment options and have an easy return policy in place. Since most of the population are mobile phone users, you must also ensure your product descriptions are optimized for search engines and voice search. Here are some tips to keep in mind:
- Display comprehensive product information
- Keep your business contact information up-to-date
- Explain your gift messaging or gift wrap services (if available)
- Keep bank account information current for payments
- Categorize products based on buyer intent
8. Leverage Amazon Search Engine Optimization (SEO)
One of the significant benefits of hiring an Amazon marketing agency is getting access to full-service Amazon SEO solutions tailored to your needs and budget. Like with regular SEO, Amazon SEO is essential in attracting more traffic to your product pages and ranking high on search results.
You might think that ranking on Amazon is much easier compared to Google and other search engines, but it is not that simple. Amazon’s algorithm is built around two factors: relevance and performance. Without in-depth knowledge of how its search algorithms work, you risk wasting your investment.
PRO TIP: Partner with an Amazon marketing company to create a winning Amazon SEO strategy. The right Amazon agency will help you:
- Perform extensive keyword research
- Optimize your product titles and descriptions with targeted keywords
- Boost your Amazon product listings
- Leverage additional content options, such as Enhanced Brand Content (EBC), Amazon Storefronts and Amazon Product Listing Video
- Improve your key product features and images
9. Take Advantage of Customer Reviews
Amazon customer reviews serve as social proof, which attract customers and boost your brand credibility. Reviews and ratings allow online shoppers to assess the quality of your products and customer service and make an opinion about your brand.
A Kenshoo Amazon market research revealed that 22 percent of Amazon shoppers would not look elsewhere once they’ve found a product with good reviews. This means that the more star ratings and positive reviews you have, the higher your chances of conversion.
PRO TIP: Engage with your customers and provide reliable customer support. Be sure to respond to negative reviews politely and professionally and answer product-related questions as quickly as possible.
You may also send follow-up emails after an Amazon purchase, request reviews via social media or newsletters and acknowledge your best customers by responding to their feedback. Doing so allows you to build lasting customer relationships and encourages your shoppers to leave positive reviews.
10. Hire a Respected Amazon Marketing Agency
Let’s face it: doing market inventory, addressing customer queries, processing online purchases and managing product deliveries can spread your time and resources thin. Additionally, dealing with internal operations while managing your Amazon marketing service can put one or the other at risk. Don’t let this happen.
PRO TIP: Entrust your Amazon marketing needs with an expert Amazon agency and focus on your core business. By partnering with a trusted Amazon marketing company, you can streamline your marketing efforts and strengthen your brand without having to deal with all the technical aspects of running Amazon PPC and SEO campaigns.
Promote Your Products to the Right Customers and Increase Your Sales
The ripple effects of economic uncertainties have made both small and large enterprises hesitant to venture into online marketing. To some, Amazon marketing is an unusual territory that requires learning the technicalities of launching an ad campaign and investing a large sum of money. Don’t be dissuaded.
With the help of the right Amazon marketing agency, you can reap the numerous benefits of Amazon advertising with minimum spending. Invest in Amazon marketing services now and provide your customers with an online shopping experience beyond compare.