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AMAZON MARKETING OPPORTUNITIES
Our Amazon solutions are holistic, focuses on best practices, understanding your
end customer and return on investment.
Amazon marketing channelS
Amazon provides you multiple platforms to reach your customers. They love their resellers who are making extra efforts towards marketing their products within Amazon marketplace.
01 Sponsored Products -PPC Auto
Similar to Google Shopping ads, this analyzes your listing’s content and automatically places the product where the algorithm thinks it will sell, optimizes based on conversion rate. These appear identically to regular product listings, except that they say “sponsored” underneath them.
02 Sponsored Products – PPC
Sponsored Products (PPC) gives you control over keyword-specific targeting but is also controlled by an invisible quality score determined by Amazon. In other words, you have to optimize your listing’s content for keywords, you have to make sales on those keywords, and then the more sales you make for those keywords, the more often Amazon will show your listing to that keyword’s traffic combined with your maximum bid. There is broad, phrase & exact match, and further control by up/down bidding for certain placements.
03 Sponsored Brands – PPC
This allows you to target specific keywords and display a banner ad across the top of the screen that can show a specific number of products and some text, and points to your Amazon storefront. These are great from a branding perspective because they give you a chance to actually control your creative, and direct the customer’s experience via the storefront. They are manually targeted and also have broad, phrase & exact match. The quality score is less relevant than with sponsored products.
04 Coupons
If your coupon offer is compelling enough to get picked up by amazon.com/coupons you will receive a huge spike in traffic. Coupons can be configured in a variety of formats and are good practice because they give you the listing a little badge with the percentage or amount saved on the sale
05 Promotions
This is where you can promote bundle deals, like “mix and match” – save 10% when you buy 2, BOGOs (Buy One Get One Free) promos etc.
06 Third-party advertising
We also have strategies to boost your page’s rank and velocity by leading nurtured traffic from other sources, like Facebook & Instagram. These nurturing funnels may be part of the strategy if we decide we want to focus more on Amazon than on other sales channels or conduct split tests on their viability.
07 Prime-exclusive discounts
As Amazon tries to offer Prime Members more and more value, they have added this feature to advertising, very similar to coupons except that they are more likely to be featured on anything Amazon is doing regarding Prime Day, Prime Coupons pages or other related activities.
08 Demand-Side Program (DSP)
Amazon’s Demand-Side Program (DSP) is their display advertising platform for Amazon owned platforms and display networks. DSP is currently only available through Amazon for companies willing to spend Rs.100,000 to get visibility.
Beyond however, is able to offer your company exclusive access to this powerful platform at a fraction of the cost. DSP gives your company the ability to use programmatic marketing to reach target customers on Amazon sites as well as its apps. It also gives us the ability to reach publishing partners located on commonly used third-party exchanges. Check out our in-depth guide to learn more about Amazon DSP.
10 PPC BIDS
PPC bids vary by product category, search term competitiveness etc. We generally see anywhere between Rs. 10 – Rs.100 per click. Coupons & promotions only cost as much as your offer does, plus a small fee Amazon charges for Coupon clips (when users click a checkbox that solidifies that the coupon will be applied to the purchase)
How do they relate to traffic?
This completely depends on the search term volume, product fit, Click Through Rate, competitiveness of the market, etc. We generally see Sponsored Product ads as the primary drivers early on, Coupon-driven traffic is basically a game that Amazon controls exclusively, other types of ads are helpful in increasing your brand glow and awareness on and off of Amazon. Our goal is generally to get from Growth Mode, where we are primarily driving traffic via ads and have a blended ACoS from 20-30%, to ‘post growth mode’ where blended ACoS would shift to 8-10%, at which point we would try to ensure sales velocity is sustained and dial back our paid ads to focus on optimization over time, improving the ratio steadily.
09 Lightning Deals
Amazon’s Lightning Deals are limited-time, limited-stock offers available for all sellers as a flash sale tool. These offers are available to all customers, but on Amazon Prime Days they are only available to Prime Members.
There are may more methods available on Amazon for sellers like Early Reviewer Programs, Affiliate Partnerships etc.
AMAZON MARKETING
Amazon’s Demand-Side Program (DSP) Is an Unfair Advantage for Your E-Commerce Businesses
Why DSP?
Amazon DSP Advantage
Amazon.com is hard to ignore if you’re hoping to reach the masses with your product, but it’s also the most competitive market online to break into effectively. It’s the top online retailer, but Amazon is also the leader when it comes to programmatic advertising. Amazon’s Demand-Side Program, or Amazon DSP, enables individual marketers and Amazon marketing agencies to buy media on the Amazon site and across the web. It’s a powerful, essential component to online marketing.
Key Takeaways
- Amazon is the place to buy in the e-commerce world, but the competition to get in front of would-be buyers is incredible.
- Amazon’s Demand-Side Program (DSP) provides an opportunity for sellers to get their products noticed by their most likely buyers on the site.
- DSP eliminates many of the roadblocks of performing on the site, eliminating high marketing costs and let’s any seller compete directly with their competitors in an effective manner.
- You can get started with DSP right now, but the cost is prohibitive for many companies doing it on their own.
- As a 3rd-party Amazon Agency, we can help you avoid heavy costs and get set up quickly in DSP.
Have You Heard of Amazon DSP?
DSP at Amazon is incredible. When you consider that 73 percent of consumers say they shop at the site often, and consumers only report shopping at Brand site 8 percent of the time, it’s clear, this is where you need your product to be.
The problem is that this demand isn’t a secret. There’s a high level of competition here. Getting in front of those customers takes a focused effort. What we can do with Amazon DSP is to get your products to appear across the site and other Supply Side Platforms at a competitive rate.
The key concern many have, though, is the cost. Amazon will require companies to have Rs. 100,000 in place to get visibility. That’s a very high figure for many organizations. What do you do, then, if you are interested in DSP? When you work with our team, we can help you to get started at a fraction of this cost, and we go further. We provide you with far more transparency. That is because we have exclusive Self Service Agency access. That’s just one area that we can provide to you that gives you immediate value.
Before moving to that point, let’s take a closer look at what Amazon DSP is and how it can impact the way you are selling (or perhaps not selling) on the site.
What Is Amazon DSP?
DSP is a Display Advertising Platform. It gives you the ability to use programmatic marketing to reach target customers on Amazon sites as well as its apps. It also gives us the ability to reach publishing partners located on commonly used third-party exchanges.
There are dozens of benefits to using this type of model including more efficiency, getting more out of your advertising budget, using an automated buying process, and very targeted impressions delivered in real-time to the specific audience you select.
With this method, we can increase the efficiency of the entire process, allowing you, as an advertiser, to get impressions at just the right time in front of the ideal person, reducing costs and improving results.
That sounds great, but how does the Amazon DSP solution work for you?
Amazon DSP Is a Game Changer for Amazon Sellers
Let’s consider what Amazon brings to the table. It’s a company that is generating as much as half of all e-commerce sales and as much as five percent of all retail sales in the United States, according to some reports. One key reason for this is Amazon’s Prime Membership. It lures in consumers to pay a fee to use the site to get faster shipping and better service. To Amazon, Prime Memberships are incredibly valuable to the business model. This shows just how large and growing the site is.
Amazon attracts:
- It’s ideal for most types of products
- Amazon is working to integrate data into segments that help marketers to target very specific buyers.
- This is not a Google- or Facebook-centric way of reaching consumers.
- Amazon shopping history is a treasure trove when you consider how often, how much, and how varied the site’s consumers are.
All of this is why Amazon DSP is so important to your journey to selling online. When you have access to it, you gain a helping hand to position your company in front of customers who are most likely to buy it.
Take a Look at the Amazon DSP Features Transforming Marketing
How does Amazon DSP programmatic really make this happen? DSP advertising on the site is so important because of the key features Amazon has available to you that can help you to reach more of your most likely buyers.
It Eliminates the Amazon Black Box
Perhaps you’ve heard of the Amazon black box? It’s a term used to describe a lack of information that would be vitally important for a marketer to have in order to make investment decisions. It provides you with far more information and insight than you can expect to have otherwise. That means less money is spent outside of your target zone of customers.
It Lets You Target Competitor's Categories
When you use this particular service, you are able to gain access to your competitor’s buyers in a round-about way. Let’s say a consumer visits a competitor’s product page. That sparks Amazon to recognize that the consumer is looking for that particular type of product – not just the brand. It allows you to then display ads on those pages or in those categories that your competitors are using. Again, this increases the number and quality of buyers available to you.
It Does Just About Everything Facebook Pixelation Does
Pixelation is one of those tools Facebook has done well with and with Amazon DSP, you gain just as much benefit as you would using this tool. It’s easy to use and creates key opportunities for stunning images.
It’s an Unfair Advantage for YOUR Company
When you consider all that Amazon DSP brings to the table, it becomes easy for you to see it’s the right path for your company. Another way to see this is to see just how much it does for you that the competition doesn’t have access to. In other words, it creates an unfair advantage for your business (and that’s a big deal!).
- It helps to improve your discoverability on the site.
- It creates an opportunity for you to target shoppers based on their interests and past purchases (with a higher level of demographic segmenting than other tools can offer).
- It allows you to remarket to your buyers. This allows you to build loyalty with your consumers.
- Ad inventory is another key advantage here. It allows you to display on the site’s pages and on the web for easy discovery, but also allows your ads to appear on competitor product pages – giving you far more access.
- Reach more customers including category shoppers.
There’s a reason why, according to some reports, 41 percent of all marketers prefer using this method over any other DSP. That’s quite a profound percentage. To be frank, if you’re not using it, you’re likely to be one of the competitors that are outshined by Amazon DSP users at some point.
Do you want to be the competition that’s overshadowed or the business that has an unfair advantage to leverage?
Ready to Get In? You Have Two Options
CHOOSE BETWEEN THE TWO
#1 Spend Rs. 100,000 and work with Amazon directly
#2 Work with a 3rd Party Amazon Agency Like Us
The key here is that you do not have to have Rs. 100,000 to use this service effectively and you get more help and support through the process. (You’re getting more for less, in a way!) You do not lose any of the benefits or features. In many cases, this method is by far the better option for those who want more transparency and support.
Here’s the good news. Nuanced Media is the Amazon agency to help you. As an Amazon DSP marketing agency, we support you not just in launching your products using this tool, but we also help you succeed.
CONNECT WITH US NOW!
Set Up a Strategy Call to Get a Customized Solution
Are you ready to learn more about how Amazon DSP can comprehensively change your marketing to create better results? Set up a strategy call with our team of Amazon Marketing Consultants now to see how Amazon DSP can give your business an unfair advantage.