Amazon is one of the largest platforms for e-commerce, if not the largest. It’s a unique website that keeps all advertising and purchasing internal. Brands and companies must create Amazon Seller profiles and sell their products within the site. All ads link back to products or pages on Amazon. This presents unique and limited maneuverability when it comes to promoting a business.
Business owners know how crucial marketing and promotion are to increasing conversions and gaining profitability. During the current COVID-19 pandemic, more consumers than ever are focusing on digital platforms for even basic needs. Amazon is experiencing rapid growth, as are its sellers. With the shift to a digital-first view in consumer minds, businesses must quickly adapt to the new normal. For many companies, this means selling on Amazon. Discover the most effective ways to promote your Amazon business online on and off the Amazon platform.
Utilize Social Media
One mistake many brands make is focusing all their efforts on Amazon promotion on the Amazon platform. There are countless other ways to advertise. Using a full-funnel approach yields more effectual results than using one platform alone. Using paid social media advertisements, ad retargeting, and regular page postings to lead potential customers back to your Amazon store page is an efficient way to increase converting traffic. Different social media websites are useful for reaching diverse audiences and creating meaningful conversions. Facebook and Instagram have the broadest reach and are great for retargeting consumers who previously visited an Amazon store. At the same time, TikTok and Snapchat may work better for increasing impressions.
Working Amazon ads into regular paid social media content diversifies an audience and gets more promotional traffic to your Amazon store page. Identifying a target audience through social media is key to Amazon promotion.
If Amazon is not the primary way your business makes product sales, you should focus more on linking back to your e-commerce site to avoid sales fees on Amazon. It’s still essential to advertise and promote Amazon sales through other mediums, but there needs to be balance.
Use PPC on Search Engines
Brands should also employ search engine pay-per-click methods to promote their Amazon stores. People will often search for keywords or search terms in top search engines, such as Google, and scour the results for products they want to purchase. Anyone searching for key terms and products related to the ones a company sells on Amazon receive PPC ads linking to that company’s Amazon storefront page through targeting.
Ads should always lead to a brand’s Amazon store page. Avoid leading to product pages, as these bring in lower converting traffic than store pages. Getting more traffic to an Amazon store page rather than to an individual product page is also beneficial in increasing organic rankings on the platform.
PPC ads funnel traffic into an Amazon store from multiple fronts. Just because Amazon only allows Amazon-based advertising doesn’t mean a business can’t advertise their Amazon store on every platform.
Use PPC on Amazon
Amazon advertising works to benefit customers and businesses alike. There are countless types of Amazon ads for brands to run on the platform. Unlike search engines, most Amazon users don’t purchase through the strict use of key term search on the platform. Most people end up making purchases based on ads, search displays, product carousels on competitor pages, and other ad forms.
The best way to see results on the Amazon platform is by diversifying ads as much as possible. Take advantage of every ad type offered and any program or opportunity the platform presents to brands. The more advertising a brand does on Amazon, the more sales it will see from organic searches and paid advertisements. The website allows clicks from ads to count toward growth in organic rankings for specific keywords, making promotion even more essential.
Amazon releases new ad types often and rarely makes formal announcements, so staying informed and ahead of the adaptation curve is astoundingly advantageous for businesses. Consider hiring an Amazon-partnered PPC marketing agency for the best results.
Set Goals and Create a Strategy Around Those Goals
The first step in creating successful promotions for an Amazon business is setting achievable goals. Some newer companies are merely looking to generate more impressions and to gain clicks. Other companies want to increase their organic rankings on the site by running ads, and many want to increase sales. A company must set a goal and attach realistic metrics.
The next step is to develop a comprehensive promotion strategy that works toward these goals. Many companies struggle to hash out realistic goals and to map out efficient, cost-effective ways to achieve them. This is where a professional Amazon partner helps. Working with a digital marketing agency with inside information, dedicated professionals, and years of experience on the platform is extremely beneficial. A digital marketing agency can develop and execute a promotional plan much more effectively than many companies can independently. A digital marketing agency that offers more than just Amazon ad services can grow your Amazon brand. It can also increase overall impressions and conversions by taking a full-funnel approach. It’s a productive investment for any business.
Track and Adjust As Needed: Be Flexible
To effectively promote an Amazon business, brands must continuously adapt. Amazon releases updates, new ad types, new perks, and new rules all the time. The platform also isn’t forthcoming about new policies and often implements them without formal announcements or directly informing selling. A company can spend time and resources developing a comprehensive promotion plan, only for the platform to throw it away as a new rollout changes the game.
The most successful Amazon businesses aren’t afraid to relentlessly adapt and reevaluate their marketing and promotional plans. The field of e-commerce is full of fierce competition and quick changes. Business owners must modify plans and be flexible in promotions.
It’s still beneficial to put time and effort into a complete promotional plan, even knowing changes will most likely occur. Old plans can adjust and new plans can form with the changes. The key is having an open mind and an urgent attitude.
Logical Position is a PPC marketing agency that specializes in discovering and perfecting new ways to promote your Amazon business. As an Amazon partner, we often get insider information, so your business will be better prepared for the turns and changes that come with a highly adaptable online platform. With our Amazon PPC management and dedicated team of professionals, business owners can focus on their business while we make the right moves on Amazon. Contact us today for a free consultation, and discover what we can do to unlock your Amazon business’s full potential.