Advertising options for Amazon marketplace sellers

Advertising options for Amazon marketplace sellers

March 16, 2017 12:00 am

In “To drive sales on Amazon, optimize keywords,” my earlier publish, I mentioned the significance of key phrases on the Amazon market, particularly for sellers utilizing Fulfillment by Amazon. Keyword optimization can drive visitors to a vendor’s listings by way of Amazon search, just like natural visitors from a Google search.

This submit will give attention to the paid marketing choices on Amazon, to spice up your FBA gross sales.

For market sellers, there are 3 ways to promote on Amazon: Sponsored Products, Promotions, and Lighting Deals. I will cowl every one right here, with examples from my very own expertise, to get you began.

Sponsored Products

Sponsored Products is a key phrase pushed system whereby you’ll be able to construct an advert group with no matter gadgets you need to concentrate on. Once your gadgets are chosen, you’ll be able to add as much as B,000 key phrases to focus on.

I use my AdWords Keyword Planner to generate the key phrases. I addressed this in my earlier publish, as I additionally use the AdWords Keyword Planner for non-promoting functions, to assist determine key phrases for product listings and their descriptions, to rank in Amazon’s website search. You can even add adverse key phrases to Sponsored Products advertisements to chop out these ambiguous phrases that waste cash.

The consumer interface is intuitive sufficient, and also you arrange a marketing campaign as you’d in AdWords.

The user interface for Sponsored Products is intuitive.

The consumer interface for Sponsored Products is intuitive. Click picture to enlarge.

Then you arrange an advert group. My advert teams are merchandise particular, as a result of although they share a number of the similar key phrases, they’re focused in a different way.

Ad groups can be item specific, even if they share some of the same keywords but are targeted differently. Click image to enlarge.

Ad teams could be merchandise particular, even when they share a number of the similar key phrases however are focused in a different way. Click picture to enlarge.

Here is the place Sponsored Products advertisements differ from AdWords: You don’t create the textual content for the advert. The system merely pulls your itemizing and consists of the product identify because the advert. This is why the product identify is so essential and figures prominently into your advert technique.

Here’s what a Sponsored Products advert appears like.

A sample Sponsored Products' ad.

A pattern Sponsored Products advert.

Notice on the marketing campaign setup that I set my default bid at $zero.60. In the precise marketing campaign element, I can set the bids as excessive as I need. Generally, I let the marketing campaign run for 5 days after which start to take a look at the instructed bids vs. click on-via price and return on funding.

This marketing campaign has over 500 key phrases. I sometimes examine it every day to see which key phrases are producing the required returns, after which tweak it the place wanted. If you’re accustomed to AdWords, the method on Amazon is a no brainer — it’s truly simpler and environment friendly.

Setting up Sponsored Product campaigns is similar to AdWords.

Setting up Sponsored Product campaigns is just like AdWords. Click picture to enlarge.


The second promoting platform on the marketplace is Promotions. These are normal forms of incentives — “Free Shipping,” “Money Off,” “Buy One Get One,” “External Benefits,” “Giveaway” — to drive product gross sales. The key’s to determine which of them work greatest in your product and class.

A main profit with Promotions is which you can take these off-platform and promote your Amazon merchandise on social media, e-mail, or affiliate websites.

"Promotions" are standard types of incentives — "Free Shipping," "Money Off," "Buy One Get One," "External Benefits," "Giveaway."

“Promotions” are normal forms of incentives — “Free Shipping,” “Money Off,” “Buy One Get One,” “External Benefits,” “Giveaway.” Click picture to enlarge.

In my expertise, Free Shipping doesn’t work all that properly due to the recognition of Prime — free delivery to Prime members. Giveaways are difficult and don’t result in gross sales. I use Money Off coupons off-platform they usually work nicely as do Buy One Get One. External Benefits work nicely for constructing retention and add-on gross sales out of your clients.

Lightning Deals

One of the preferred pages on Amazon is the Daily Deals web page. This is the place Amazon posts coupons, reductions, Lightning Deals, and Deals of the Day. Lightning Deals and Deals of the Day are by invitation solely from Amazon.

Lightning Deals are for a restricted time, often 4 hours (however it may possibly range). You would low cost your product by a minimal of 25 % and get featured on this excessive visitors web page. You additionally restrict the amount of things you need to promote at this worth.

Limited amount is essential as a result of with Lightning Deals there’s a progress bar beneath the merchandise on the market, telling shoppers the % of the deal claimed and the time left. Consumers typically react to this emotionally and determine in a short time in the event that they consider you’re promoting out. Fear of loss performs an enormous half within the success of those offers.

Spend the time to place within the right amount of the deal. If the amount is just too excessive, it seems to be just like the product isn’t promoting and the patrons might assume it’s not a great deal or a very good product. It it’s too little, you possibly can promote out too shortly and miss further gross sales. I favor to have sufficient to make it via about three hours.

You get invited to those offers by velocity of gross sales — i.e., how shortly your product is promoting. Thus it’s typically necessary to spend money on product reductions that get the gross sales velocity up. This opens doorways to different promoting alternatives.

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