Amazon makes up about 45% of the US ecommerce space. With over 12 million items, brands are more passionate than ever to get a piece of all the Amazon action.
Leveraging Amazon Advertising is almost as important as Amazon itself. Advertising increases organic rank, pulls potential customers into your lieu of influence, and ultimately provides vital data on your customer base, who your competitors are, and more. Download our Amazon Ads eBook to learn some of our best practices.
The best way to start advertising is simple: Sponsored Products. Sponsored Products are advertisements that promote your product against others via search pages on Amazon. They can show up scattered in normal search results, but the best ones are found in spots 1-4.
Here are 5 things you need to know about advertising with Sponsored Products.
It’s important that every product you advertise has selected keywords. These keywords can be determined by you or Amazon. With manual campaigns, you are able to choose which keywords you’d like to focus on. You can use a variety of tools to do this including Google, Amazon search results, detail pages, and even customer reviews.
Another option is to use automatic campaigns—these are campaigns that Amazon runs for you. They generate keyword lists and give you a better understanding of what people are searching for—make sure to negative your own branded keywords so you are getting awareness keywords in the reports.
When advertising on Amazon, it’s important to see where you are in comparison to the other competitors you have on Amazon. If your product has less than a hundred reviews it most likely won’t do as well as a similar product that has 14,000 reviews.
This can be important when determining who to conquest. Another factor to consider is price point. Is your product significantly higher than others? Is it lower? All these questions can help you craft a better advertising strategy for your products.
KPI’s should change and evolve in a full funnel strategy. Remember to look at the whole picture when doing so. Growth is usually everyone’s top priority when it comes to Amazon and the best way to do that is to use more brand awareness strategies.
Awareness strategies often cost more, and they see a lower sales return. This is not all bad. Looking from the 5,000-foot view this might be hard to understand, but if we look from a 30,000-foot view, we can look at impressions, detail page views, clicks and conversion rate. All these data points tell a story—and the story should be growth.
Advertising also helps with organic page rank. Check on organic listings every once in a while and track that growth. Pull a placement report on occasion to see how often you are winning top slots. These are things that help toss ACoS out the window but reaffirm long term growth.
Use branded and non-branded keywords to help you understand who is searching for products like yours and who is searching for products branded by you. In any campaign, it’s crucial for each campaign to have a goal for ad spend.
These can easily be determined and best organized by brand defense or brand awareness—also known as branded and non-branded. Both of these types of campaigns should be treated differently. Most times, branded costs less to convert, and has a higher RoAS than awareness.
Awareness spends more, has a lower return, but generally grows your brand through new to brand sales and organic placement. Keeping these two separate is vitally important to understanding the data you can pull from Amazon and in crafting strategy for this quarter and the next.
There are many reports in Amazon that you can pull to understand how your advertising is doing. You can select the ad type. For example, a report being pulled for sponsored products, sponsored brands, and sponsored brands video. You can select the time periods, but if you go too far back, Amazon can’t pull it. So make sure you pull these reports regularly so there isn’t a gap in the data.
You can also pull search term, targeting, advertised product, campaign, placement, purchased product, and performance over time reports. Make sure to keep tabs on all the different tests and campaigns you have implemented by using the data found here.
Overall, Amazon Advertising is a great way to grow a brand on Amazon. Using keywords that fit your products is crucial to the success of campaigns. Understanding your products and where they fit in the scheme of things is a challenge, but is a great growth lever in the long run.
Remembering that ACoS is not the end-all, be-all metric is freeing and allows for creativity in growing a brand on Amazon. Keeping track of campaign types through brand defense and brand awareness is pivotal in success. Lastly, utilizing Amazon reports can make or break successful growth on Amazon through sponsored products. Using these tips and tricks can help you plan and grasp true growth.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.