Once Covid-19 hit, everyone knew that online sales were going to explode. However, this happened much quicker than most brands had enough inventory for.
Statista shows us the growth of online sales from March 1 - May 26 when we saw the largest shift from in-store sales to online sales than ever before (including holiday shopping).
As the shift to online shopping continues to grow, it is essential that brands know what tools they have on Amazon to help them grow as the online market rises; specifically through Amazon’s various ad products.
Amazon has 3 main advertising products: Sponsored Products, Sponsored Brands, and Sponsored Display. For a new user, these different campaigns might seem confusing, so we will walk you through the differences and uses for each of three ad campaigns.
Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). It uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well. These pay-per-click ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.
As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be really effective forms of advertising because they tend to blend in with the organic results around them. These ads can help you get your products in front of qualified customers who are searching for your product in a way that doesn’t make them feel like they are being served an advertisement.
Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires at least three separate products.
Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take consumers to a custom landing page, or a page on the brand store, which makes them stand out.
Competition for these ads are high, due to the prime real estate location and limited available space.
Sponsored Display ads can be a tactic for top, middle, or bottom of the funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.
Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviours, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. This helps them stand out from other ad products.
You can see in the example above that this is just one of the many placements Sponsored Display has.
Rather than competing with each other, each of the three ad products focus on a different section of the sales funnel, allowing you to target your customers no matter where they are in the buying process. Marketers are most successful when they learn to use these different types of campaigns in tandem, and with a consistent marketing message.
If you want to learn more about how to wield Amazon’s advertising products so you can grow sales on the Amazon marketplace, reach out to a Pattern representative. At Pattern, we help brands build successful advertising and digital marketing campaigns so they can beat competition, keep ad spend down, and ultimately build sales and hit their goals.
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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.