If you sell on Amazon, you are likely already familiar with the various advertising options available on the platform. Although the majority of sales on Amazon come through organic placements, it is essential to invest in advertising to succeed on Amazon.
In this blog post, you’ll receive practical tips and guidance on:
– How to protect and increase awareness of your brand.
– How to boost your sales.
– How to use Amazon Ads to achieve these results.
– Why it makes sense to advertise products where you already rank highly organically.
Competition on Amazon is fierce, so you cannot avoid paying for visibility, good placements, sales and brand recognition. In addition to directly driving sales, ads also help increase awareness of your brand, whilst Amazon’s algorithm evaluates clicks and conversions. If managed correctly, ads can even help improve your organic placements. We are big fans of this approach – but more on that in another blog post.
So, how can you use advertising to protect your brand, increase awareness, and maximise
your chances of selling more?
Option one for increasing awareness and sales
When a customer searches on Amazon, they use one or more keywords. Based on this, Amazon presents the most relevant products. Products are shown either in organic placements or as ads.
This is your first opportunity to increase awareness of your brand and protect it – provided you have set up the right ad types, used relevant keywords, and bid high enough on click prices. If you have done all of this correctly, your brand and products will appear as shown below:
In this case, the customer has made a branded search, but the same principle applies to generic searches. The customer sees your brand and your product. More importantly, they do not see your competitor’s brand or product.
If the customer searched for your brand, you have protected your brand. If they did not, you have instead increased awareness of your brand, securing a sale now and/or influencing the customer to buy in the future. This is how you can increase your sales.
If you have not set up these ad types, selected the right keywords or bid the appropriate amount per click, your competitors may be able to display their brands and products – even when a customer is searching for your brand. This increases the risk that your competitors will win the sale instead of you. On the other hand, you can choose to bid on your competitors’ brands or keywords – and in this way grow your sales at their expense.
Option two for increasing awareness and sales
The next opportunity arises when a customer clicks on your product or a competitor’s product. Below you can see the various placements where ads appear. Here, your competitors have the chance to promote their products by setting up ads on these placements – either by targeting their ads directly at your product or by selecting relevant keywords so Amazon’s algorithm places their ad on your product page.
What does this mean for you?
As soon as your competitor has the opportunity to promote their product, YOU give the customer the chance to switch their purchase. Of course, in many cases the customer will still buy your product, especially if they are specifically searching for your brand. But in cases where the customer is not searching directly for your product, it becomes easier for them to be swayed.
If your competitor offers a better price, or their product has more and/or better ratings than yours, the risk of losing a sale is significant.
But don’t worry – there is a solution
– And it can also boost awareness of your brand and generate additional sales.
Our best advice is to promote your own brand and products on your own product pages. In other words: when a customer is viewing your product, you should aim to place ads for your brand and products in every available ad placement on Amazon.
The advantage of this approach is that you prevent competitors from displaying their products in these placements, avoiding the risk of them influencing the customer or, in the worst case, stealing your sale. This is also an effective way to introduce new products.
Additionally, you have a unique opportunity to showcase your brand to the customer. As you can see from the many ad placements, there is plenty of space to present your brand and products. If you have multiple products, you can advertise them all and have only your products on the page, effectively ‘owning’ the page. This increases the likelihood that customers will purchase more than one item from you.
If you do all this, you will:
– Minimise the risk of your competitors having their products displayed alongside yours.
– Increase awareness of your brand.
– Generate additional sales both by advertising on brand keywords and generic keywords, as well as by advertising on product pages – whether your own, your competitors’, or both.
Together, these actions will help ensure that it is you – not your competitors – who achieves the greatest success on Amazon.
Finally, you can also use this tactic against your competitors, allowing you to both protect yourself and capture sales from them.
Practical steps – how do you set up these ads?
To make it easy for you to get started, we have created a comprehensive guide outlining exactly how to do it step by step.
All you need to do is send an email to jv@wemarket.dk/coukxx. You will then receive a PDF with detailed, step-by-step instructions.
It really couldn’t be easier!
