Can Someone Explain Amazon Marketing to Me?
Despite resistance to releasing actual numbers, one must suspect that this holiday season has been good for Amazon. Holiday sales this season rose 4.9 percent. That’s a rate that hasn’t been seen since 2011. On top of that, e-commerce grew by 18.1 percent according to MasterCard SpendingPulse data. Amazon has claimed 43.5 percent of U.S. e-commerce sales and is continuing its march toward redefining the American retail experience.
Furthermore, Amazon’s ad revenues increased by 48.2 percent in 2017. That’s the most of any ad publisher. It’s clear that any business’s online sales strategy should involve Amazon and Amazon Marketing Services. By marketing on Amazon, a retailer or producer can expose their product to Amazon’s 80 million Prime users—which represents 64 percent of every household in America—and over 300 million active users.
This post will look at the different types of advertising and marketing options available on Amazon. This is in addition to looking at how an online seller can use these resources to increase its return-on-investment.
Understanding Amazon Marketing Tools
Similar to Google Ads, Amazon offers different types of advertisements that serve different purposes. The available ads include the following different types
Sponsored Product Ads
Sponsored Product Ads show your product in search results for specific keywords. The ad display is the product listing for your item as if someone was to browse to your product page. The ad’s headline is the first 35 characters of the product title, while the photo would be a resized version of the product’s main image. This option allows your product to be readily accessible as a potential “impulse buy.” Ads of this nature can be automatically or manually targeted by adding positive or negative keywords.
Headline Search Ads
Headline Search Ads are banner ads that lead to a custom landing or brand page. Headline Search Ads target search terms for keywords of your choice giving you flexibility in where they display. The prominent placement of HSAs sees a higher customer engagement helping improve brand exposure.
Product Display Ads
Product Display Ads are currently only available to Vendors through the Amazon Marketing Services portal. These ads allow you to bind your ad not to a keyword, but to the type of products or ASIN you want to appear on. This direct targeting allows you to suggestive sell complementary items or to advertise against your top competitors directly on the Product Detail Page.
Making the Most of Marketing on Amazon
Amazon offers a variety of options for brands to effectively market their products. However, this requires an understanding of not only how Amazon keyword and product targeting works, but a clear strategy on how to achieve your goals before starting your campaign. Without a strong focus, it could be easy to waste your marketing investment by going after the wrong marketing target.
That’s why it’s wise to have a partner that understands the intricate nature of Amazon advertising. Channel Key is an industry leader in providing turnkey marketing solutions that can jumpstart your Amazon selling strategy. Channel Key has more than experience when it comes to creating your Amazon marketplace strategy. It also has the resources you need to execute your strategy successfully.
No matter how you decide to advertise using Amazon, there’s no denying that it’s the trend of the future. Successful management and understanding of Amazon Marketing can be the difference maker when it comes to your business. Rely on a trusted Amazon consultant in Channel Key to position yourself for success at the front of this rapidly growing market.