Paid promotion for ecommerce is a serious business and the amount spent on it every year is huge. If your potential customers are already on Amazon, it is wise to allocate resources to serving ads for them. You can make a substantial return on investment for paid advertising with the proper conversion rate on the right product. Amazon’s marketplace is profitable but it is so crowded that you have to compete with two million merchants to earn some profit.
- Amazon is the leading online retailer with a net revenue of $232.88 billion in 2018. (Statista)
- Amazon has over 100 million Amazon Prime members. (Jeff Bezos in a letter to shareholders)
- There are more than 95 million Amazon Prime members in the United States. (Statista)
- 83% of US consumers have made a purchase on Amazon in the last six months. (BigCommerce)
Amazon is one of the top choices of shoppers to shop and if you attract the buyers then you are going to make sales. You have to maximize your listings’ visibility in order to reach shoppers at Amazon. One of the main things you can do to increase your sales is to make it easy for shoppers to find your products at Amazon. You can try certain strategies to lead buyers directly to your listings, make sales and make them your customer.
The promotion is pretty straightforward when you want to promote products on your own store. All you have to do is advertise about it and make other marketing efforts to let people know. But the Amazon listings require both external and internal promotion, meaning in addition to outside promotion you have to have high visibility on Amazon’s website as well.
Promoting Your Amazon Store With Pay-Per-Click
You can handle Amazon’s PPC advertising in certain ways. The most popular till now are the sponsored products. They can be seen in search results with other products and they have a “sponsored” tag below the title. You can give a headline search ad or a product display ad a try.
Amazon is the perfect place for your advertising if your customers are in the age group from 19 and 44. It is a great choice if you want to target those customers who are deeper in the sales funnel. Amazon pay-per-click ads are best for you if you’re mostly competing on price. Price is a tiebreaker when there are similar items available to the customers. Reviews are another way that sets you apart from your competitors.
Leveraging Social Media Advertising
It is just not enough to create organic content and attract followers, social media advertising is a must. There are multiple social media platforms available. You can direct viewers through targeted ads and make them follow you or buy from you. New social media platforms are onto the social media scene as the new generation is coming up.
People of all age groups use Facebook, the millennials are on Instagram mostly, and youth from 18 to 24 are using Snapchat as well. You can consider other demographic variables as well, for instance, professionals usually prefer LinkedIn. Majority of the users are using these platforms from their mobile devices, therefore make sure you optimize your marketing strategy for mobile.
The type of product you sell matters and this is what should guide you as to what platform you choose. The visual platforms include Instagram, Pinterest, and YouTube. Your product can do well on these platforms if you have appealing and trendy packaging. Facebook is a good choice if you are competing on price and your product is more of a practical product.
Leads can be converted using retargeting but social media can be better used to generate leads. You can create brand identity, brand awareness and build a community using social media. Pay attention to which social media platforms your competitors are using. If they should be on a platform on which they are not, then you can be the first to join that platform. You can also beat them if they are on a platform but are not using it properly. You can excel on that platform and do better in general.
Majority of the ecommerce businesses should consider using the services of social media influencers. Influencer-based advertising strategies are many. Give free products to relevant influencers and they might do a free review of your product or you can pay them to review your product. It is for you to decide which tactic to use and how organic you want your marketing to be or seem.
If you are using Amazon to sell your products, it is better that you have your own website with an associated blog. You can sell directly through Amazon or can set up a storefront. Your blog should be of such a quality that it attracts attention as well as encourages conversions. It will also get you data about your users such as their email, address, and demographic information.
All of the strategies discussed above will help you to optimize ads and perform better market research; letting you establish presence even outside of the highly competitive Google advertising world.