3 Secrets for Successful Amazon Advertising Campaigns

February 14, 2020

Digital Marketing Amelia Erskine By Amelia Erskine

It’s no secret that learning to sell successfully on Amazon should be a #1 priority for all brands and retailers looking to grow and engage new customers. Amazon now accounts for 30% of ALL UK e-commerce. It’s estimated that 9 in 10 Brits are Amazon shoppers. And with more than 280,000 active sellers on Amazon.co.uk — discovering the secret to successful selling on Amazon is the holy grail.

Did you know that Amazon’s ad business reported $4.8 billion in revenue during the last quarter of 2019, a 41% increase year-on-year — positioning the site as one of the main platforms for advertising worldwide. Winning the search game on Amazon requires a combination of effective advertising and content management.

In our latest on-demand webinar we offer you three tips for how to leverage Amazon’s immense advertising offering to ensure you’re visible and top of the ranking, read on for a snapshot of what to expect.

#1 Advertising is Imperative but Content is King

Success on Amazon starts with visibility. 87% of shoppers we spoke to said they’ve researched products on Amazon. In many cases it’s your customers’ first port of call. But many shoppers don’t even make it past the first page. Advertising on its own is not enough. It needs to be paired with great content like clear titles, positive reviews, rich product descriptions and a range of images.

Amazon A+: Optimising content can take time. But trust us when we say it’s worth it. Once a paid option, adding Amazon A+ Content to listings is now free and unlimited for all vendors. It’s one of the most effective ways to increase traffic and sales — and to cross-promote your other products. According to Amazon, using this feature to enhance listings has been shown to boost sales anywhere from 3% to 10%.

Keyword Harvesting: We recommend you use Amazon Advertising keywords or Organic Search Keywords and establish an ongoing process for implementing these keywords into your titles and descriptions. How frequently you do this exercise will depend on the size of your ad spend and the velocity of your products.

Watch the webinar for advice and best practice on how frequently to do this.

#2 Setup Your Account Structure For Success

We speak to brands and retailers every day about their Amazon Advertising campaigns and strategies. One thing we know is true in every case is: there are three primary strategies for advertising on Amazon. An effective account will utilise all of these based on its goals:

  1. Brand Protection
  2. New Customer Acquisition
  3. Brand Conquesting

Segmenting the campaigns by goals, intent and performance enables you to invest accordingly and effectively manage campaigns.

Watch the webinar for a simple and effective template to manage this.

#3 Win Over The Competition

First thing to note. The competition is not always who you think. We find that competition across channels, whether that’s other marketplaces, Google, social channels, own site or physical stores — can be totally different. Research who is showing on the sponsored ads pages? And who has display ads on your product detail page?

Next, target your competition with products that stand the strongest chance of differentiating you — those that are most convincing, rather than your entire product catalogue. Think about those products with better review scores, competitive pricing and great images.

Watch the webinar to arm yourself with a breakdown of how to split your campaign ads based on competition.

When you consider that sellers who advertised on Amazon grew 63% faster than those who didn’t — it’s clear that without a clear Amazon Advertising strategy you’re setting yourself up to fail. The good news is, you don’t have to do this alone. Our Digital Marketing team are experts at helping you get front and centre, whatever you sell. We hope you enjoy the webinar, and stay tuned for more Amazon best practices.