It’s no secret that Amazon is taking over more and more of the market. It currently has over 300 million active customers, and it’s not showing any signs of slowing down.
Top marketers know they need to leverage all the tools at their disposal, whether that means working with a Facebook marketing company, Instagram specialist, or Amazon marketplace expert. If you’re still not advertising on Amazon, you’re already a step behind the competition.
Of course, the flipside of Amazon’s massive user base is the equally large group of sellers that use the service: more than a million new vendors are added to the Amazon Marketplace every year. To stand out from the pack, you need to understand how the best marketers use Amazon to create an effective, sustainable marketing approach.
How Do Amazon Ads Work?
Amazon’s advertising program works similarly to Google’s. When you search for a given product, the top results will likely be ads. These products are marked as “sponsored.”
Sellers that compete in the same market bid against each other for the advertising rights to relevant keywords. It’s also possible to pay for your product to be promoted when customers are viewing related products.
Are Amazon Ads Worth It?
It’s hard to know exactly what your results will be working with Amazon, but many companies have successfully integrated it into their marketing approach. Simply put, it’s another way to get visibility for your product. Even better, since you only pay when users actually click on your ad, it’s a relatively low-risk option.
There’s another lesser-known benefit of Amazon advertising, which is that your organic search rankings can actually be improved through PPC ads. If you’re apprehensive about adding it to your marketing tactics, start with one or two of your best sellers. Check your results regularly before determining whether it’s worth extending the campaign to other products.
Writing Compelling Copy
No matter how much you spend on ads, you won’t see significant results unless you create copy that with catch your audience’s attention. As anyone who regularly uses Amazon knows, there are many ads displayed every time you search. That’s why it’s essential to have more interesting copy than others in your market.
The keys to high-quality copy are specificity and immediacy. Your product description should give potential customers all the information they need with just one glance: sizes, colors, and anything else they should know before making a purchase. If the item in question is discounted or on any kind of promotion, emphasize the limited availability to incentivize a quick purchase.
Amazon advertising can be difficult to learn, but it can also provide a great ROI when used correctly. No matter what industry you’re in, there’s a good chance your competitors are already leveraging Amazon’s tools. You should be too. With an intelligent marketing approach and constant evaluation, any business can be successful with Amazon Ads.