Taking into account the tremendous amount of work that goes into establishing, maintaining and scaling your brand on Amazon, every reasonable effort should be made to protect it from shady competitors, unscrupulous brand infringers, and unauthorized sellers. Some competitors will aggressively simply target your brand, while others may go as far as selling counterfeited products (replicas or knockoffs) of your products.
Protecting your brand online requires a well thought out brand protection strategy.
By engaging brand protection tactics, sellers are able to reduce counterfeit products, have consistent pricing and messaging, and get more out of their marketing spend.
If the best defense is a strong offence, implementing these strategies using Amazon advertising will help to create a strong shield of protection for your brand.
Providing online searchers additional opportunities to click on your ad works to your advantage. By appearing in both the organic and paid ads columns, you are indicating to your searchers that you are a prominent player in your niche. Also, the more frequently your ad appears, the better chance you have for securing the sale.
PPC ads allow sellers to craft messages that will grab the attention of their online searchers and entice them to visit their listing/website. Use Sponsored Brand and Sponsored Display ads to target relevant audiences. A seller’s organic results might not send online searchers to the most ideal landing pages. However, they can use PPC ads to send searchers to their highest converting landing pages, which have great descriptive headlines and images of the product(s) for sale.
Competitors may already be bidding on a seller’s branded terms, actually causing traffic that would have been directed to their listing/website to be diverted to the landing pages of their competitor.
Typically, branded terms are cheaper to bid on and actually have search volume. Not only are these words likely to be cheaper, but they should also get some of your highest click-through rates and Quality Scores.
Online shoppers who are searching for your branded terms are already familiar with your brand. These individuals are further along in the Customer Buying Cycle than the average potential customer who’s searching with more generic terms. They may also consist of shoppers who have bought from you before. These types of leads can be leveraged to give you the competitive edge in securing the sale.
You’ve invested a significant amount of time, money and other resources into building a great brand.
Not having brand protection can lead to inconsistent pricing, content being misleading or incorrect, and a less-than-ideal customer experience. Sellers who implement strong brand protection strategies have the ability to meet their customer expectations and deliver a consistent experience through the Amazon platform.
If you’re committed to using Amazon as your sole or primary platform, it is absolutely critical that you do everything within your power to protect your brand in the marketplace.
Protecting your brand is an important step in your journey to build a strong brand that may someday become a household name. But there are a lot of moving pieces to consider and implement. If you suspect that you may have missed a critical piece, our experts can work with you to make sure that everything is 100% on track, while freeing you from the daily grind.
Schedule a call with us to discuss your Amazon advertising management needs.
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