Introduction
This is the third in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. In the second post, we discussed Product Page details. This blog post discusses marketing and advertising your business on Amazon.
Part 3 – Marketing Your Business on Amazon
Advertising on Amazon incorporates a number of items but moves beyond the surface advertising seen from many brands. In addition to sponsored products, deals, coupons and promotions, any successful Amazon advertising campaign built to scale will combine non-traditional ad initiatives with the standard programs. This will include keyword research, SEO, competitor analysis, customer service management, review solicitation, account health oversight and voice of the customer (VoC) responses. Each of these plays a role in the overall marketing of your Amazon business and serves to enhance your presence on the platform and contribute to your ever growing reputation and visibility.
The Amazon Advertising Basics
Briefly, these are some of the basic marketing and advertising elements you will want to capitalize on:
- Sponsored Products – promote your own products which allows you to create listings in specific categories
- PPC – similar to Google, to bid on specific keywords that customers search for when looking for similar products
- Vine Programs – Amazon driven reviews from Amazon ‘authenticated’ influencers
- Lightning Deals – allow you to run short term deep discount deals
- Promotions & Coupons – provide discounts on certain products or variation in order to move inventory
ACOS and ROAS
It’s great to run ad campaigns but you need to pay close attention to the data they generate. In your Amazon dashboard, under the Campaign Manager, you will find all of the analytics for your ACOS (Advertising Cost of Sales) and ROAS (Return on Ad Spend) results. Amazon defines ACOS as “The percentage of your sales that you spend on advertising” and ROAS as “The revenue (return) you receive from your advertising investment”.
Ideally, you want a higher ROAS and a lower ACOS. Fortunately, ad spends are in real time so you can easily adjust underperforming programs and allocate funds to revenue generating campaigns. However, keep in mind that all lower performing ROAS campaigns are not all negative as they may also be generating page views which can enhance brand awareness for future purchasing decisions. Ideally, you want to monitor ACOS and ROAS at least once a week in order to ensure campaigns are performing optimally.
Advertising Content
In addition to the different campaign options available on Amazon, there are other features you can add to your product pages that will add to your advertising efforts. Many of the items we discussed in our previous post in this series called “Creating Amazon Product Detail Pages” (put a link the post here) add to the overall customer advertising and marketing experience including Product Title Optimization, Informational Bullets, Product Description and Optimization, A+ Content, Product SEO and Product Imagery and Videography all play a role in your marketing efforts. The benefit of these features is that they don’t have a direct cost associated with them and you have full control over each one.
Reviews and Ratings
Ratings are a crucial part of any growing Amazon business. According to Statista (https://www.statista.com/statistics/623659/amazon-customer-review-usage-usa/), over 90% of all Amazon shoppers trust the reviews they read on Amazon in one form or another. Only 6% don’t trust the review which tells you that generating positive reviews should be a key part of your marketing strategy. This means that customer support, responding to questions, on time shipping and delivering quality products will all serve to drive organic sales results on Amazon.
Takeaways
Amazon advertising is much more than PPC and sponsored ad campaigns. There are a multitude of indirect marketing initiatives that when combined, come together to deliver synergistic results that can exceed expectations and generate positive results that individual campaigns cannot produce in a siloed approach.
Capitalizing on each of these opportunities will help your brand see positive results as you move towards optimizing ACOS and ROAS through direct and indirect channels.
Daily Minute Master Series – December 2, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Twitter Expands Content Recommendations, Showing Users More Tweets from Profiles They Don’t Follow
For the full article click here
LinkedIn Adds New Tools for Company Pages, Including Updated Competitor Analytics
For the full article click here
Google Adds 2 New Metrics To GA4 Reports
Google is bringing two new metrics to GA4 properties that marketers can utilize when building custom reports.
For the full article click here
5 Habits and Behaviors of the Best Social Media Managers [Infographic]
What makes a great social media manager? What skills and traits do you think makes someone best suited to a social media marketing and/or community-building role? The team from Emplifi recently put this to social media expert Matt Navarra, who’s one of the best-known commentators and influencers in the space. As such, Matt’s got a pretty good perspective on what works, and what it takes to maximize your social media opportunities.
For the full article click here
Google Answers If Splitting A Long Article Could Result In Thin Content
Google’s Lizzi Sassman answers whether splitting a long article into multiple interlinked pages results in thin content.
For the full article click here
Google: Links Have Less Impact Today Than In The Past
A Googler shared that links as a signal have less impact than when Google first started.
For the full article click here
Daily Minute Master Series – December 1, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Twitter Provides New Stats on 2022 World Cup Engagement [Infographic]
For the full article click here
How Accurate is Mental Health Advice on TikTok? [Infographic]
For the full article click here
Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok
For the full article click here
Elon Musk Picks a Fight with Apple Over App Store Policies and Reduction in Twitter Ad Spend
Elon Musk has found another way to spark controversy, and get more attention for himself and his tweets – though this one could be a step too far in his Icarian approach to managing the app.
For the full article click here
LinkedIn Launches Native Post Scheduling in the App
For the full article click here
Social Media Content Strategy: From Start To Finish
For brands without a social media plan, here’s your strategy to bookmark. Create social media posts, publish them, and track your results efficiently.
For the full article click here
Daily Minute Master Series – November 30, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
LinkedIn Company Page Best Practices for 2023 [Infographic]
For the full article click here
Should You Pause Your Twitter Ad Campaigns? A Look at the Most Recent Concerns at the App
For the full article click here
Pinterest Ends its Creator Rewards Program for Idea Pins
For the full article click here
Twitter’s Rules Around Speech are Focused on Avoiding Harm, Not Maintaining Control
An inevitable element of the Elon Musk takeover at Twitter is political division, with Elon essentially using left and right-wing antagonism to stoke debate, and boost engagement in the app.
For the full article click here
Google Launches Legal Proceedings Against Scammers Seeking to Sell Google Business Profiles
For the full article click here
Is Fresh Content A Google Ranking Factor?
What does “content freshness” mean for Google? Let’s take a look at the evidence and see whether fresh content helps your SEO.
For the full article click here
Daily Minute Master Series – November 29, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Elon Says He’ll Make His Own Phone If Apple and Google Deplatform Twitter
Twitter’s new ruler Elon Musk makes so many pronouncements on the platform, it’s hard to keep track. This week alone, Musk polled Twitter users over whether he should provide “general amnesty” to suspended accounts and got into a public fight over whether the disgraced founder of FTX, Sam Bankman-Fried, owns a part of Twitter. On Friday, Musk was at it again, telling people that he may make an alternative phone to face off against Apple and Google.
For the full article click here
How To Improve SEO: Strategies To Try First
How do you know where to focus your time and effort to significantly impact SEO KPIs and show progress? Here are a few tips and strategies to prioritize first.
For the full article click here
Is Domain Name A Google Ranking Factor?
Having an exact match domain used to be a big deal. But does domain name play a part in search rankings today?
For the full article click here
Elon Musk Outlines Roadmap for ‘Twitter 2.0’ in New Slide Deck
Elon Musk has provided some more insight into his evolving plan for Twitter, which will now also see the company embark on a hiring push, after firing 65% of its workforce, in order to get in more development and engineering talent to help realize Musk’s grand vision.
For the full article click here
Elon Musk Outlines New, Alternate Color Checkmarks to Clarify Verification
For the full article click here
Does Posting Memes on Social Help to Increase Traffic to Your Website? [Study]
Does posting memes help to increase traffic to your website? This is a key question, which really relates to all kinds of engaging social media posts – because while these types of trending updates very clearly garner Likes and comments, do they actually benefit the stats that really matter to your business?
For the full article click here
Daily Minute Master Series – November 28, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Top 10 Essential Website Optimization Strategies
If properly managed, these ten website optimization factors will guarantee your success in 2022 and beyond.
For the full article click here
A Comprehensive Guide To Marketing Attribution Models
Learn more about marketing attribution models that help marketers understand which touchpoint in a buyer’s journey is responsible for conversion.
For the full article click here
Inspiring Content Personalization Examples For B2B
Harness the power of content personalization to make customers more likely to purchase. Learn new ideas for personalizing B2B content here.
For the full article click here
How to Develop a Marketing Budget for Your Small Business
Should you invest in marketing? The short answer is yes. Here’s why, plus a step-by-step guide to building an apt marketing budget that bolsters growth.
For the full article click here
Does Influencer Marketing Really Pay Off?
Influencer marketing is a huge industry, with companies around the world spending billions of dollars on these partnerships. But do these investments actually pay off?
For the full article click here
How to Increase Your Sales by Analyzing Your Marketing Funnel
Understand how your marketing funnel works so you can make changes that will lead to more sales and improved results.
For the full article click here
Daily Minute Master Series – November 24, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Meta Showcases New AI System That Can Use Strategic Reasoning to Solve Problems
For the full article click here
Musk’s Plans Around Verification, Moderation, and Payments on Twitter are Slowly Becoming Clear
For the full article click here
Political Content is on the Decline on Facebook, According to the Latest ‘Widely Viewed Content Report’
For the full article click here
Pinterest Adds Support for More Languages in the App
For the full article click here
7 Ways To Improve Local SEO & Attract New Business
Find out the key ways to improve visibility for your business through local SEO. Win new customers and improve your brand in the local SERPs with these seven tips.
For the full article click here
YouTube Brings Photo Editing & Quizzes To Community Posts
YouTube is adding photo editing features and quizzes to the set of tools available to creators when crafting community posts.
For the full article click here
Daily Minute Master Series – November 23, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Google Shares the Top 100 Most Searched Products of 2022
For the full article click here
Meta Adds New Tools and Settings to Protect Young Users from Online Predators
For the full article click here
Will Twitter Crash? A Look at Current Issues at the App as a Result of Reduced Oversight
For the full article click here
Snap Highlights the Rising Potential of AR for Marketing in New Report
For the full article click here
YouTube Looks to Promote Shorts via World Cup Activations
For the full article click here
State Of SEO: Agency Report
For the full article click here
Daily Minute Master Series – November 22, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
How Brands Can Turn Up the Heat on Social this Holiday Season
For the full article click here
Elon Musk Reinstates Trump, as Twitter Keeps Running Despite Reduced Staff
For the full article click here
Twitter on Shaky Ground as More Staff Exit the App, Reducing the Platform to a Skeleton Crew
For the full article click here
How To Write Great SEO Titles
There are many capitalization types and SEO tips that you should know when writing titles and subheadings. Check out this guide for more info.
For the full article click here
How To Bypass Big Brands Bidding Up Your Terms
Do you struggle with big brands bidding up terms that you target for paid search ads? Find out what to do to reach your customers.
For the full article click here
Users Lose Confidence That Twitter Will Survive
Mass exodus of employees heightens the sense that Twitter is coming to an end.
For the full article click here
Building Your Amazon Business – Part 3
/by Stephen PadveenIntroduction
This is the third in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. In the second post, we discussed Product Page details. This blog post discusses marketing and advertising your business on Amazon.
Part 3 – Marketing Your Business on Amazon
Advertising on Amazon incorporates a number of items but moves beyond the surface advertising seen from many brands. In addition to sponsored products, deals, coupons and promotions, any successful Amazon advertising campaign built to scale will combine non-traditional ad initiatives with the standard programs. This will include keyword research, SEO, competitor analysis, customer service management, review solicitation, account health oversight and voice of the customer (VoC) responses. Each of these plays a role in the overall marketing of your Amazon business and serves to enhance your presence on the platform and contribute to your ever growing reputation and visibility.
The Amazon Advertising Basics
Briefly, these are some of the basic marketing and advertising elements you will want to capitalize on:
ACOS and ROAS
It’s great to run ad campaigns but you need to pay close attention to the data they generate. In your Amazon dashboard, under the Campaign Manager, you will find all of the analytics for your ACOS (Advertising Cost of Sales) and ROAS (Return on Ad Spend) results. Amazon defines ACOS as “The percentage of your sales that you spend on advertising” and ROAS as “The revenue (return) you receive from your advertising investment”.
Ideally, you want a higher ROAS and a lower ACOS. Fortunately, ad spends are in real time so you can easily adjust underperforming programs and allocate funds to revenue generating campaigns. However, keep in mind that all lower performing ROAS campaigns are not all negative as they may also be generating page views which can enhance brand awareness for future purchasing decisions. Ideally, you want to monitor ACOS and ROAS at least once a week in order to ensure campaigns are performing optimally.
Advertising Content
In addition to the different campaign options available on Amazon, there are other features you can add to your product pages that will add to your advertising efforts. Many of the items we discussed in our previous post in this series called “Creating Amazon Product Detail Pages” (put a link the post here) add to the overall customer advertising and marketing experience including Product Title Optimization, Informational Bullets, Product Description and Optimization, A+ Content, Product SEO and Product Imagery and Videography all play a role in your marketing efforts. The benefit of these features is that they don’t have a direct cost associated with them and you have full control over each one.
Reviews and Ratings
Ratings are a crucial part of any growing Amazon business. According to Statista (https://www.statista.com/statistics/623659/amazon-customer-review-usage-usa/), over 90% of all Amazon shoppers trust the reviews they read on Amazon in one form or another. Only 6% don’t trust the review which tells you that generating positive reviews should be a key part of your marketing strategy. This means that customer support, responding to questions, on time shipping and delivering quality products will all serve to drive organic sales results on Amazon.
Takeaways
Amazon advertising is much more than PPC and sponsored ad campaigns. There are a multitude of indirect marketing initiatives that when combined, come together to deliver synergistic results that can exceed expectations and generate positive results that individual campaigns cannot produce in a siloed approach.
Capitalizing on each of these opportunities will help your brand see positive results as you move towards optimizing ACOS and ROAS through direct and indirect channels.
Daily Minute Master Series – November 21, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Google Adds New Search Tools for the Holidays, Including AR Try-On Tools and Map Overlays
For the full article click here
WhatsApp Launches New Business Search Functionality, Expands In-Stream Payments
For the full article click here
Meta’s Removing Religious, Political and Sexual Preference Fields from Facebook Profiles
For the full article click here
Google Launches New, Shoppable Music Video, Featuring Ludacris, to Promote Black-Owned Friday
For the full article click here
Meta Shares Tips for Marketers in New ‘Social Skills’ Video Series
For the full article click here
In-House SEO: Key Insights To Inform Your 2023 Strategy
Discover more about the current state of in-house SEO in our State Of SEO breakout report & get insights to inform your 2023 strategy.
For the full article click here