In today’s extremely competitive Amazon marketplace, every advertising dollar must be allocated as efficiently as possible to drive traffic to your products.
Top sellers in every category utilize proven budgeting tips to get the most out of their Amazon advertising. They also implement the correct Amazon ad strategies for each stage of the Customer Buying Cycle.
Successful Amazon brands understand the importance of allocating a portion of their overall advertising budgets to the different stages of the CBC.
The goal is to consistently place their products in front of relevant online shoppers.
This is done by creating Amazon advertising strategies to specifically target relevant audiences depending on where they are during each stage of the CBC.
The Discovery Phase is the stage of the Customer Buying Cycle in which the seller makes potential customers aware of the existence of a problem that they may or may not know pertains to them.
Ad dollars are used to target relevant audiences (sometimes wider), and then drive traffic to a solution. This solution consists of a product or line of products that solve the stated problem.
Average Cost per Click: During the Discover Phase, it is important to avoid high cost-per-click keywords that quickly drain your ad budget. The emphasis should be on going after longtail keywords that are discovery-based, to figure out what works best.
Impressions and Reach: Track Your Cost per 1,000 Impressions. The maximum number of Impressions and reach will be generated by Rest of Search, Product Detail Pages and Retargeting Ads.
New to Brand Orders Percentage: Tracking NTB% will allow you to ascertain how many new orders are a result of your ad spend during the Discovery Phase.
A proper budget is critical during the Discovery Phase. Without one, you run the risk of having your total ad spend budget allocation used up during this phase.
Allocate approximately 20% of your total ad spend budget for the Discovery Phase.
Before delving into the types of campaigns you can use, it is important to note how Placement Multipliers play a role in advertising for the Discovery Phase:
When using them you should…
These campaigns are used in the Discovery phase to highlight your products in a Top of Search Sponsored Brands campaign. This is ideal for online shoppers who may be searching for an item in a general category, rather than by using a specific search term.
By clicking on your Sponsored Brands campaign, the online shopper is exposed to your entire storefront (all of your products). This gives you Massive Brand Exposure in the Discovery phase.
Sponsored Brands also now appear on Rest of Search and Product Detail Pages.
How to set things up…
For many sellers this is still in beta, but for those with access, Sponsored Display Ads can be used to for Product Targeting during the Discovery Phase.
Product Targeting gives you really good ad placement (right beneath the Buy Box). It can also be located below the bullet points and elsewhere on the products detail page.
With Product Targeting Sponsored Display Ads you will get the type of visibility, product exposure and brand awareness that you’re looking for doing the Discovery phase.
These ads are simple to set up. Follow the previous strategies used with Sponsored Products and Sponsored Brands for category targeting to test and go after relevant audiences.
By applying these strategies during the first stage of the Customer Buying Cycle, you will have taken another important step in becoming more efficient with your Ad Spend.
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.