The top Amazon sellers make it a point to provide online shoppers with different interactions depending on which stage of the Customer Buying Cycle (CBC) those shoppers are in.
They do this by creating Amazon advertising campaigns that specifically target relevant audiences, and by allocating a dedicated portion of their overall advertising budget to each phase of the CBC.
The Customer Buying Cycle consists of:
This is Part 2 of a series on how to leverage Amazon advertising at each stage of the Customer Buying Cycle.
In this blog, we’re going to reveal how you can take advantage of different types of Amazon advertising to attract online shoppers to your products during the Consideration Phase.
Potential customers have now clearly defined their needs and are considering available options. Although they may be aware that your product(s) offers a solution, they’re not yet ready to commit.
They are still evaluating alternative solutions, comparing features, stated benefits, reviews and pricing, with those of your competitors, to determine which product(s) is most likely to be able to fulfill their needs.
The Consideration phase is usually a longer stage.
The Consideration phase is where you try to make it to your potential customer’s shortlist. At this stage, you are still delivering critical information to help online shoppers make the best possible decision.
Your content will be scrutinized at length, so make sure that it’s helpful and centered around solving problems.
Your content should differentiate your products from the competition and build stronger relationships with a more defined and relevant group of potential customers.
Base content around all of the pain points potential customers experience and follow that up by highlighting the practical benefits of your product.
Follow these best practices…
Product Line Campaign (for sellers with multiple products) – this type of Sponsored Brand Ad campaign is designed to drive traffic to a group of products that are related (your product line) for a particular category. For example, this would be set up to feature a seller’s product line of golf products, or grilling accessories.
Audience: Views – this allows you to showcase your products to shoppers who have viewed your product detail pages or the detail pages of similar products in the last 30 days but haven’t purchased yet. Caveat…these ads appear off Amazon and use the CPC model. However, this extends your reach beyond Amazon, while driving traffic back to it, and you only pay if your ad is clicked on.
Audience: Searchers – this pertains to shoppers who searched for keywords relevant to your advertised products and have not purchased in the last 30 days. These ads will appear both on and off of Amazon. This is a CPM model (pay per 1,000 Impressions).
Audience: Product Targeting – these will appear on Amazon using a CPC model.
In today’s highly competitive Amazon marketplace, online shoppers are taking a second or even third look at each option before discarding it or keeping it for the next round of review. Sellers must implement proven strategies to attract as many eyes as possible to their product(s) during the Consideration Phase of the Customer Buying Cycle.
Does your Amazon advertising engage shoppers at every stage of the Customer Buying Cycle? If the answer is no (or perhaps you’re unsure), schedule an exploratory call with us to discuss having Entourage manage your Amazon advertising.
Let us help make your brand a household name.