The world of e-commerce advertising, with Amazon being no exception, is ever-evolving with new advertising trends every year. Sellers, you’ve got to constantly up your game with innovative new strategies while advertising your products on Amazon so that you stay ahead of your competition. Doing it all on your own is one way to go but enlisting the help of expert advertising tools could simplify the whole process a great deal for you.
Here are some Amazon advertising trends to follow in 2021:
Leveraging the popularity of video ads
Engaging in video advertising is always a good strategy owing to its popularity, especially when it comes to capturing the attention of Gen Z. Video ads are more popular than static ads, and brand owners are constantly coming up with newer and more enticing video formats to capture the audience’s attention.
Sponsored Video ads can be keyword-targeted by search terms used by customers on Amazon. Sellers must take advantage of videos to advertise their products as it is a good way to engage customers and simultaneously improve conversion rates and CTR.
Optimizing ads for on and off Amazon
Using PPC ads as an ad solution on Amazon is the most popular way to go about building brand awareness and promoting your products. Amazon has a range of tools on offer like A+ content, Sponsored Brands video, Amazon Storefronts, etc, that add to the effectiveness of your advertising efforts.
However, you need to consider ad optimization off Amazon as well. This refers to driving external traffic to your listings from outside of Amazon, for instance from Facebook, Instagram, Youtube, etc. This method gives a powerful boost to the traffic which in turn results in a high conversion rate.
Influencer marketing and social media
Influencer marketing is a relatively new way to advertise your products which has taken the advertising world by storm. With the use of Amazon Attribution, you can now analyze customer behavior and preferences across social platforms to make more well-informed decisions about advertising.
Promoting your products off Amazon by using influencers and social media has come to be as important as using Amazon Sponsored Ads. Sellers must curate a list of influencers they would like to promote their products as it is an effective way to drive traffic to Amazon listings and Storefronts. It is instrumental in building your brand image and increasing your revenue.
Amazon pay-to-play and DSP
Advertisers have now realized the importance of pay-to-play advertising and more and more are willing to invest in a pay-to-play advertising model because it guarantees results. Advertisers must use sponsored ads to make their products discoverable to shoppers.
Some product categories heavily depend on these ads and sellers need to be ready to invest a good amount of money into it since it is a sure-shot way of achieving a high number of sales. In a highly competitive marketplace like Amazon, pay-to-play advertising strategies alongside Amazon DSP, offer a lot of benefits and opportunities to sellers.
Amazon DSP (Demand Side Platform) is also increasingly being used by brand owners. Even though these ads might not generate enough clicks, they are instrumental in engaging with customers at every single part of the sales funnel alongside Sponsored ads.
Amazon Posts are being increasingly used by sellers to showcase images of their products in Amazon shopping feeds. They are instrumental in driving more traffic to product listings and enhancing brand awareness since the content or images are linked to product detail pages.
Amazon Posts are used by sellers to post content on Amazon platforms such as the Amazon app. These posts usually consist of a banner, category tags, custom image and product icon, and text.
The importance of Sponsored Products prevail
There’s no doubt about the benefits of all the three advertising options – Sponsored Products, Sponsored Brands, and Sponsored Display offered by Amazon. However, Sponsored Products continue to be the most popular solution to use owing to their targeting capabilities, so sellers need to continue giving it its due weightage.
This is because these ads are said to generate the highest RoAS when compared to the other two types of ads. While using different advertising strategies, it helps to use an Amazon advertising tool like SellerApp to strategically launch your campaigns. With this tool, you can also optimize your ads to reach a wider audience or a narrow and more specific audience which in turn will increase your conversions.
One of the best strategies is to use a mix of manual and automated campaigns so that you can make use of the keyword harvesting feature. With the Amazon PPC Analyzer, you can effectively calculate and analyze the performance of your campaigns.
Sellers are increasingly gravitating towards using tools like these as they streamline the whole Amazon advertising process and give sellers more time to focus on other aspects of their Amazon FBA business.
The trending advertising strategies mentioned above demonstrate how important it is to constantly update and adopt newer methods that get introduced. It’s not possible to single out one strategy and expect it to do wonders for you. The trick is to try your hand at everything before making final decisions on what works best for your Amazon listings. Remember that advertising off Amazon is as important as advertising on the platform and plan your strategies accordingly.
Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of web pages on search engines with innovative SEO strategies and online promotions.