Important considerations for achieving success on Amazon . com

Bryant Garvin speaking on Amazon advertising on SMX West 2019.

Amazon can deliver clients at unmatched scale, but it demands significant seller investment compared to working campaigns on Google, Todd Bowman, mature director of Amazon and eRetail at Merkle, told the target audience at SMX West in San Jose, California, last week.

In the same session, Bryant Garvin, director of advertising at web commerce brand partner Pattern, discussed several factors while stressing that retailers with adequate resources and abilities shouldn’ t be scared away with the necessary adaptations.

Thing to consider factors unique to marketing upon Amazon

One of the biggest variations between Amazon and Google, stated Garvin, is the relationship between natural and ad optimization. The Amazon . com algorithm is designed to reward sales: with increased sales comes more visibility. First of all, that means Amazon advertisers need to pay near attention to product detail pages since not only are these often your own landing pages, but many of those information get pulled into ads too.

Pricing, reviews, pictures, customer feedback, shipping speed, response prices and stocked inventory are all crucial factors for Amazon sellers. In addition , there are features unique to Amazon . com such as Buy Box (Add in order to Cart) and Prime shipping eligibility that can determine the viability plus success of your ad campaigns.

A four-pronged ads technique

Bowman laid out 4 steps to a winning strategy with Amazon . com ads for sellers on the system. The first priority, he said, will be brand protection with ads concentrating on brand keywords related to your high-priority products. Next is to focus on brand new customer acquisition by expanding your own keyword targets to non-brand plus upper-funnel terms in relevant classes and interest areas. The third action is to market up-sell and cross-sell opportunities. And finally, conquest market share simply by targeting competitor keywords and items.

Garvin mapped away a similar strategic approach aimed at establishing ad campaigns based on goals called CABN  — for conquest, automated, branded and non-branded targeting. Then he mapped out how the various aspects of Amazon’ s ad ecosystem —   including Sponsored Brands, Subsidized Products, Product Display formats, along with category and audience targeting plus remarketing through Amazon DSP — can be used in combination to reach users whatsoever phases of the customer journey through awareness to purchase to upsell plus cross-sell.

Benefits of Mass Sheets

If you’ re not working with an API companion, you can use Amazon Bulk Sheets in order to scale your advertising efforts, create a lot of changes and launch several campaigns quickly. Merkle has its technology that leverages the API now, but before that was available, Bowman said his team was able to produce and launch 34 new promotions with 3, 700 keywords simply two days after receiving incremental spending budget and revised goals from a customer.

Bulk Sheets nevertheless require a bit of work, he accepted, but filtering the sheets to incorporate required columns and only those you wish to update can make them easier to control.

Bowman noted most of the updates Amazon . com made to its advertising tools plus platforms last year have got helped bring parity between the third-party retail and vendor sides from the business. Among the benefits: ads are now able to get approved in hours not really days.

Todd Bowman discussed distinctions between Google and Amazon in SMX West 2019.

A lot more insights about Amazon and through SMX

This story first appeared upon Search Engine Land. For more on search engine marketing and SEO, click here.

About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations throughout all of our publications. Ginny writes regarding paid online marketing topics including compensated search, paid social, display plus retargeting for Search Engine Land, Marketing and advertising Land and MarTech Today. Using more than 15 years of marketing experience, she gets held both in-house and company management positions. She can be found upon Twitter as @ginnymarvin.

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