Dynamic Marketing Communiqué

Sell your products, publish ads, and venture into the amazing world of this e-commerce site! [Every Thursday: FYO!]

October 1, 2020

Online shopping has been growing fast nowadays.

Instead of going to physical stores all the time to buy the products they need, consumers are turning to e-commerce sites like Amazon, eBay, Shopify, and others to buy products with just a click of their finger.

In the case of Amazon, which has over 300 million active users as of 2020, online shoppers are using its e-commerce site to search for items such as books, tumblers, clothes, and anything else they need.

If you can’t visualize how large 300 million active users is, think of it this way: If Amazon (the business) were a country and its active users were its citizens, it would be the world’s fourth largest country in terms of population―just behind the United States, India, and China.

As a business owner or marketer, how can you utilize Amazon’s online ecosystem to increase awareness and even generate sales for your brand?

Through Amazon Advertising!

These ads are the ones with “Sponsored” or “Ad” tags that you will see as you scroll through Amazon’s e-commerce site.

According to American technology company Quantcast’s study, 4 in 5 online shopping processes end with customers buying from one of the first 9 brands they’ve considered and viewed online.

With the large number of users Amazon has, it is a good platform to observe how online shoppers engage with products and brands as they browse and purchase online.

Advertising on Amazon can help you, as a business owner or marketer, reach your target market in their online shopping journey.

Registering for an Amazon ad will enable you to display your product advertisements in prominent places throughout Amazon.com as well as on the company’s exclusive devices like the Fire TV and Fire Tablet.

Here are reasons why you should advertise your brand or business on Amazon:

  1. You reach more customers.

    Software company BloomReach, Inc.’s research in 2016 shows that Amazon is starting to outperform Google in search intent, with 55% of online shoppers directly turning to Amazon to find the products they need.

    Using Amazon’s sponsored posts lets you strategically place your products within Amazon’s ecosystem.

    This can contribute to a boost in product views, convert clicks, and more sales for your brand.

  2. You gain online visibility and raise awareness for your brand.

    Your Amazon ads will be placed on the first page of your target market’s search results where they can immediately see your product and consider availing it too.

    These ads also let you decide how you want to present your brand to your target market.

    You can create custom headlines to share your brand message or you can maximize your bid strategy for the placements that best meet your business goals.

  3. You can increase sales with relevant ads.

    Your sponsored products on Amazon can help you grow your sales by reaching customers who are searching for products similar to yours.

    Once Amazon shoppers click on your brand logo, they will be directed to your online store or a custom landing page.

    When they click on your sponsored product, they will then be directed to the product page where they can decide if they’ll purchase your product or not.

Amazon offers these types of advertisements to business owners and marketers:

  • Sponsored Product. This type of ad is a cost-per-click ad that promotes individual product listings on Amazon.

    This ad appears alongside other products that are displayed on your target market’s search results and product pages.

  • Sponsored Brand. Like the Sponsored Product ads, this ad is a cost-per-click ad that displays your brand logo, custom headline, and the various products you offer.

  • Sponsored Display. This ad is a self-service advertising solution that gives you the ability to launch display campaigns and reach a large group of audiences in their online shopping journey.

    These ads can appear on and off Amazon’s e-commerce site.

  • Amazon DSP (Demand-Side Platform). This helps you reach your target market across the web―both on Amazon’s sites and apps as well as through its publishing partners and third party sites.

Oodji, a youth fashion clothing chain that operates in Russia, advertised on Amazon to raise awareness for the launch of its clothing line ahead of the fall season.

Using Amazon advertising’s sponsored ads and display ads, the company was able to test variations of ad creatives and found that bright and colorful clothing imagery had the highest rate.

Given this result, Oodji was able to create more ads that appeal to its target market.

During the campaign, Oodji saw a 76% increase in branded keyword searches, which helped boost its brand discoverability.

Aside from Oodji, other brands have also taken advantage of Amazon advertising.

For example, chewy candy brand AirHeads used Amazon to promote the launch of its new product, the AirHeads Gum.

AirHeads leveraged Amazon advertising’s display ads and video solutions on third party sites and Amazon’s Fire TV to successfully advertise its new product to consumers.

After the launch of its product advertisement, AirHeads recorded a 120% increase in overall awareness among customers who were exposed to the ads.

According to a 2018 survey by retail-focused digital marketing agency CPC Strategy, consumers see Amazon not only as a place to shop, but also as a place to discover brands and new original content.

With the right combination of ads to attract your target market, Amazon can really help you connect with your customers and increase their awareness of your brand online.

Advertise your brand through Amazon advertising.

This could be your chance to make your brand known to more than 300 million online users!

About The Dynamic Marketing Communiqué’s
“Thursday: Find You Optimization!”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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