In 2020, the COVID-19 pandemic had a huge impact on the way that businesses operated. Consumers shifted their spending habits to reflect their new priorities, and marketers were forced to adapt in order to capture as many of those new customers as they could.
The pandemic has created a lot of challenges for businesses, but it’s also made marketing more challenging than ever before. Businesses have been forced to find new ways to connect with customers and attract them back into their stores or websites.
Fortunately, out of the distress situation came overflowing opportunities.
As we headed into the 2020 COVID-19 pandemic, people turned to Amazon more than ever before. More than any other company, Amazon grew by 200% in profits during this time. And part of that incredible growth came from advertising on the site through several different options.
Amazon advertising is changing the face of online marketing, and now's the perfect time to hop on board. When you know how to do it right, this powerful platform will elevate your business success in no time.
What is Amazon Advertising?
Amazon advertising is a powerful tool for capturing new customers and retaining old ones. With Amazon, it’s possible to reach millions of potential customers every hour. In this guide, we’re going to show you how to leverage the power of Amazon’s advertising platform to create a dynamic brand strategy that leads to more clicks, purchases, and engagement.
For marketers, it’s an opportunity to leverage the power of Amazon’s massive e-commerce marketplace and its extensive reach, with millions of active shoppers around the globe visiting their home pages or sites each day.
Amazon’s self-service advertising solutions allow sellers to target potential customers with relevant, contextual ads that can increase conversion rates. Ads are shown on Amazon sites and in related apps, emails, and search results.
Sponsored ads are a great way to reach customers throughout the site. They show products based on certain criteria, such as a customer’s browsing or purchase history. Amazon’s sponsored ads are displayed on the top, bottom, left and right of any website page – including pages that aren’t normally seen by customers.
Amazon Advertising Capabilities
Lately, Amazon has launched additional capabilities to reach potential users over different platforms.
- Video and audio ads
- Live streams
- Customized campaigns
- Amazon Demand-Side Platform
- Amazon Attribution
Amazon’s advertising opportunities are wide-ranging and can suit any business. If you want to increase brand awareness, promoting ads with sponsored brand campaigns will expose your products to a wider audience. Or alternatively, you can advertise with the Alexa Voice Service if you want to reach potential customers through audio-related content.
What makes Amazon Advertising Well-Known?
Amazon advertising has seen an enormous increase in popularity of late and it may be because of an introduction to new products, improved user functionality, or both. According to CFO Brian Olsavsky, these factors all play a role in their successful growth.
Furthermore, Amazon has been on a spending spree since its original launch, so it’s no surprise that the company continues to present new and unique advertising opportunities. This year, Amazon-owned IMDb TV and Universal Filmed Entertainment Group (UFEG) recently announced a multi-year licensing deal that will give the streaming platform an exclusive network window to releases from the film company. As IMDb TV is completely secured by ads, this is another huge slot for advertising for the company.
Marketing Tips for Amazon Advertising
Starting an Amazon Advertising can be challenging. Following a few important marketing tips can help you get the most from your ad budget as you begin to grow your Amazon business.
Consider Automatic Targeting Before Going Manual
When deciding to make a sponsored product campaign, one of the most popular choices of Amazon advertising, one of the main things to consider is choosing between two options for targeting: automatic or manual.
With automatic targeting, Amazon does most of the heavy lifting for you by choosing the products you want to advertise on the site. By selecting products and keywords, Amazon will choose relevant matches that have been found by itself so that you can start gaining sales from day one.
Manual targeting is the best option for sellers who have advanced knowledge of their products, brand, and customer base. With manual targeting, sellers choose every keyword to use and can select targeted products. Amazon advises starting with automatic to learn the process and see which keywords bring you the most conversions.
Create Ad tailored to your potential customers
The copywriting on a product page is arguably one of the most important aspects to get right when it comes to Amazon advertising. Effective product title and product descriptions are paramount to a successful Amazon-based business.
Refer to Advertising Metrics and Reports
With Amazon advertising, you can get in-depth reports on your campaign performance. These reports include impressions, clicks, page views and other key metrics that help you optimize your ads. As a result of this tracking, you will see improvements in your overall return on ad spend (ROAS) and advertising cost of sales (ACOS).
Take Away on Amazon Advertising
While COVID-19 has resulted in major shifts in consumer behaviors and trends, it hasn’t stopped people from shopping online. And it’s no wonder that Amazon continues to remain the most profitable avenue for marketing strategists – given consumers’ ability to more easily buy within product categories and discover products than ever before.
The need to advertise on Amazon isn’t optional anymore than it’s optional to sell your product. However, advertising is not the same for every business. There are several types of advertising you can use for your business: written ads, images, videos, and more.
Learn more about what VideoSupply can do to boost your video marketing presence.