Sometimes it can be difficult to see the benefit of spending money on advertising. However, that doesn’t mean all ad spend is bad or useless. Here at Pattern, one of the things that sets our advertising approach apart is that we don't advertise by the book—we take advantage of technology to help our ad experts get the job done quicker and more efficiently.
Pattern’s proprietary rules-based advertising software and implementation team can make a whole world of difference for brands looking to create an efficient advertising strategy. We sat down with our advertising experts here at Pattern to discuss the benefits of our rules-based advertising approach.
Why is rules-based advertising better than normal advertising?
Rules-based advertising could be synonymous with advertising optimization. Rather than spending valuable time and resources to manually adjust keyword bids based on certain advertising criteria, a rules-based system increases one person’s bandwidth exponentially, says Tana Cofer, Pattern’s Senior Digital Advertising Strategist.
“All the brands can be optimized every day if you wanted them to be instead of it being manual because we set it up at a campaign level,” Cofer said. “So the rule can be that once we hit $500 in sales, we drop the keyword bid 50 percent. Or we could say, once we reach 1000 impressions, we will increase the bid—we can make it whatever we want it to be. We customize the rules per brand, per strategy.”
Setting up these rule-based strategies means that Pattern’s team of advertisers can effectively do the job of 100 because each person can monitor between 10 and 15 brands. Rather than monitoring each ASIN for each brand, they can simply apply a rule to each ASIN or to a product family to get results for that brand’s unique advertising strategy.
Rules-based advertising also streamlines the process of effective keyword discovery. By running rules on hundreds of keywords, our advertisers can quickly hone in on the most efficient keywords to make the budget go further.
“That's been super clear as we've run these campaigns. A month prior a brand will have 5,000 keyword bid changes, and now they only have 100, and that's actually a good thing,” Cofer said.
Myth: Focusing advertising on top-selling products means more growth
A common misconception with advertising is that spending more (or exclusively) on top-selling products is inherently better. However, according to Cofer and Pattern’s Advertising Director, Tony Morales, there's a better way. Dedicating efficient and intelligent ad spend across a wider variety of products will actually grow your brand in a more effective way and will reach a larger audience for your brand to resonant with than continually throwing money at top-selling products.
"The rules-based advertising method allows us to structure our campaigns by individual products, allowing each product a chance to shine—giving them an opportunity to become a top-selling product for a brand," Cofer said.
Morales agreed. “We recommend you invest more dollars when it's more efficient, and that's actually going to help you to sell more product,” he said.
So it goes that depending on your strategy, your spend will differ. For example, if you’re conquesting to win the Buy Box, your ACoS (Advertising Cost of Sale) will end up being much higher. If you’re just trying to maximize profit margin on a certain keyword, your ACoS will come out completely different.
Understanding this nuance is important to understanding how our rules-based advertising software works and why Pattern’s advertising team strategizes the way it does. After all, advertising is simply part of the eCommerce game. To win though, you’ve got to have a strategy and spend efficiently. Pattern's rules-based system allows our ad team to do exactly that.
What does Pattern’s rules-based advertising software actually do?
Pattern’s advertising software helps our advertising team set rules (i.e. optimize) for over 20 different advertising metrics for our 3P partners on Amazon.
“Our system allows you to create any number of rules that are based on different metrics like ACoS, click through rate, clicks, conversion rate, conversions, cost, cost per click, impressions, keywords, page rank, and much, much more,” said Matt Smith, Pattern’s Principal Developer who has worked on our advertising software.
With our rules-based system, advertising experts like Tana can make advertising efficiency happen faster across Amazon marketplaces. Then with our reporting tool, Predict, our partners can monitor exactly how much their ACoS is and how effective our team’s advertising strategies are.
Here at Pattern we’re always working to make our software better for our partners. Eventually we’ll be able to offer even more advertising capabilities to help our brand partners keep optimizing their advertising strategy and ad spend efficiently. For now, we continually work toward an advertising equilibrium with our partners to start small, get it right, and then move on to bigger and better things.
“Over time, as you're working with a client you're moving toward equilibrium. There's never a true equilibrium—there's always going to be some fluctuation—but over the course of 90 days or 180 days we've identified our keywords, we've found our sweet spot for bids, and then from that we’re implementing different strategies where we're A/B testing among other things,” Morales said.
Let us know your questions about advertising on Amazon or eCommerce by filling out the form below.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
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.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.