Though social selling is a great tactic for any marketer, one of the most common challenges experienced when running influencer campaigns is being able to track and analyse how well they are performing and the contribution to your business goals. Below we describe how we are using the Amazon Attribution tool for influencer marketing to monitor and optimise the demand generation campaigns we run for the brands we sell on the marketplace.
Influencers have the power to generate results at the top of the marketing funnel and all the way to the final conversion stage. Whatever the objective of your influencer camapign, having tangible results is key to assess success against your initial objectives, and inform improvements for future campaigns.
Amazon has noted the increasing importance of influencer marketing, particularly at points further along the customer journey where consumers are ready to make a purchase decision. In a continued effort to support brands with initiatives such as Amazon Live and the Amazon Influencer Programme, the platform has also introduced the Amazon Attribution tool for influencer marketing measurement.
The tool essentially allows for authorised sellers with access to Amazon Brand Registry to gain data and insights into how customers are discovering, researching, and purchasing products from their off-platform marketing channels. This is inclusive of social, email, search video and display.
Pattern's Head of Digital Marketing Oscar Perales has been using the tool, and believes it is a game-changer for using off-platform marketing to drive traffic to Amazon listings: “This is a huge milestone as Amazon Attribution will allow us to track performance granularly when it comes to traffic from outside of the Amazon platform and provide us with the relevant metrics to assess success. It will allow us to see what the impact of these external campaigns is.”
Amazon Attribution is currently available in North America and a handful of countries in Europe such as UK, Germany, Spain, France, and Italy. It will soon be rolled out to other markets in the Middle East, Asia and South America.
Influencers can drive huge success for brands, but it is vital to know how effective they are in converting their audience into customers. Social media platforms are slowly integrating features that support ecommerce, meanwhile the Amazon Attribution tool can provide a holistic view of your campaigns through metrics such as clicks, visits, product views, orders, sales, add to basket and more.
As sales through marketplaces such as Amazon continue to grow, there is an increasing role for influencers to drive both brand awareness and direct traffic to brands’ products online and convert them to customers.
As previously mentioned, Amazon itself has become aware of the role that influencers play in aiding sales conversion, and its attribution tool will mean marketers can easily balance the options for influencer marketing and social selling, while gaining full visibility of their cross-channel activities.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.