eBook Chapter 5: Building Campaigns for Brand Awareness and Sales

Building Campaigns For Brand Awareness And Sales

Similar to offline advertising, online products and brands need to be seen by customers. With the volume of brands and products on Amazon, competition is high, and shoppers are overwhelmed by options whenever they log onto Amazon or type in a search.

To break through the noise, Vendors need an advertising strategy that places their product in front of customers and at the forefront of their minds when they begin considering their purchasing options.

Amazon has made a suite of advertising options available to help Vendors increase global product visibility and brand awareness in prime locations within Amazon's ecosystem. Vendors can advertise where customers are whether they're watching Prime, shopping on the Amazon app or browsing off-Amazon websites.

In turn, this boosts product views, clicks and drives sales. What’s more, ad campaigns help drive your organic ranking and kick start the Amazon flywheel effect.

Before deciding on an advertising campaign, read through Amazon's Advertising Guidelines. It will help you avoid rejected ads and campaigns, and you won't waste time and money on efforts with little return.

You can often use your existing product or Brand Store images for advertising campaigns.

Copy for sponsored advertisements is shorter than what you may have used on your PDPs or Brand Store, and has strict guidelines. For example, Amazon doesn't allow highly promotional language, mention of price, discounts, and emotive calls to action.

• Why Invest in Amazon Ads?

• Allows you to reach high-intent shoppers.

• Attracts customers that are ready to convert.

• Promote your products with highly visible placements.

• Set and scale your budget.

• Appear on desktop and mobile browsers and on Amazon's app.

• See how your ads have performed with a variety of detailed reports.

There are 3 main advertisements on Amazon:

Sponsored Product

Sponsored Brand

Sponsored Display

Each serves a purpose in your advertising funnel and draws shoppers' attention to your brand and products.

Get in Front of Shoppers with Sponsored Products

Gain visibility in search and on product detail pages.

Combine automatic and manual campaigns. Leverage the power of Amazon's algorithms.

Help maximise sales at a lower spend and have a high conversion rate.

Use placements and bidding strategies to leverage conversion.

Available targeting: Keywords and ASINs.

Incorporate Amazon Ads Into Your Customer Journey

It's vital to note that Amazon ads should be treated as a part of the entire customer journey - whether off or on Amazon, and whether paid or organic.

Increase Visibility and Retarget with Sponsored Display

• Target shoppers on and off Amazon.

• Send shoppers straight to your product detail page.

• Help engage new audiences and re-engage existing customers.

• Use tailored call to action and company logo.

• Available targeting: Category, Product and Audiences (plus retargeting).

While customers move through multiple online touchpoints, they must remain in contact with your brand or products throughout.

For successful ads and increased sales, ensure that you map out your customer's journey, the touchpoints and the type of content with which they're likely to interact. It can be illustrated as a funnel and used as a guide when deciding which activities to invest in.

Grow Visibility and Sales with Sponsored Brands

• Take up prime real estate across Amazon.

• Send shoppers to your Amazon Store and product detail pages.

• Help maximise engagement and sales.

• Use custom images and videos to stand out.

• Use tailored call to action and company logo.

• Available targeting: Keywords and ASINs.

Amazon's Key Advertising Metrics

Amazon provides key metrics that help Vendors understand how their advertisements are performing, how effectively their budget is utilised and the return on spend or cost of advertising.

Advertising Cost of Sales (ACoS):

The percentage of attributed sales spent on advertising. This is calculated by dividing total ad spend by attributed sales.

Attributed Sales:

The total product sales generated within one week of clicks on your ads.

Impressions:

The number of times your ads were viewed.

CPC (Cost per Click)

refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.

CTR (Click Through Rate)

is the ratio between how many people have clicked on your Ad and the number of people who have seen it.

Clicks:

The number of times your ads were clicked.

CVR (Conversion Rate)

is the percentage of how many shoppers click on your Ad and complete a specific action.

NTB: (New to Brand)

refers to the number of first-time orders for products on Amazon within the brand over a one-year lookback window.