Either you are a small or a large company, you certainly have goals that you want to reach. And, of course, the main goal is to increase sales but, to do so, you need to attract consumers by using Amazon Advertising.
With the full-funnel marketing strategy, your brand can create the easiest path for the shopper to embark on during the purchase decision journey.
The top section of the marketing funnel represents the shoppers in the brand awareness stage. The middle section focuses on the brand's desire to increase consideration and to stand out in a certain category. Finally, the bottom section represents the shopper in the purchasing stage.
Nowadays, shoppers tend to have a fragmented customer journey because of the many online platforms available. In fact, their research and discovery of a product happen across multiple channels and not a single one. Marketing funnels are linear, while the customer journey is not. Customers tend to jump from one funnel to another, skipping stages, without following a linear journey.
Even though shoppers don't follow a linear customer journey, they may jump into an Amazon touch point during their purchase path. So, Amazon Advertising must build a full-funnel marketing strategy in order to reach shoppers during their journey. You can build your full-funnel marketing strategy by following the three stages mentioned before.
During this stage, the goal is to increase the knowledge of your brand.
To generate more brand awareness, you should leverage both on and off Amazon Ads. You could use Amazon Sponsored Ads, but also Amazon DSP, as it could help you scale your coverage across many channels.
You should increase consideration with Sponsored Ads and Amazon DSP.
During this phase, you can evaluate the option of creating offers for generic shopper searches and reach segments of in-market audiences. These in-market segments are those audiences who could be interested in your product, based on their past purchases.
You need to invest in ads that will help you stand out in your category and will help differentiate your brand from others on the same level. For example, you could use Sponsored Display Ads to reach shoppers that explore related categories, similar products, or complementary products.
You need to drive purchases by experimenting with different tactics to promote your product, utilizing both on and off Amazon ads. For example, you can use Sponsored Products Ads to reach those shoppers that used search keywords related to your brand and that indicate a high desire for purchase.
As we know, reaching a broad category of consumers isn’t that easy when your product is less visible than the ones of your competitors. For this very reason, because of the continuous growth of the Amazon market, the best way to reach your sales objective is to implement a good full-funnel marketing strategy and use Amazon Advertising.
Amazon Advertising has flexible costs, in fact, to create an effective advertising campaign you don’t always need an extremely high budget to invest. Amazon Advertising is a Pay-Per-Click (PPC) model, this means that advertisers pay a fee to Amazon only when a shopper clicks on their ad.
Amazon Advertising allows you to choose between many PPC advertising campaign types:
If your company wants to invest in Amazon Advertising Campaigns both on and off Amazon, it should choose:
DSP is a CPM (Cost per Thousand) model, that doesn’t depend on the shopper click but on the impressions. With Amazon DSP you have the possibility to buy ads both on and off Amazon. You can choose between using Display Ads or Video Ads, depending on how you want to sponsor your product.
If you want to optimize your off-Amazon Advertising campaigns, the program you should consider using is:
Amazon Attribution is a measurement tool that allows you to track and analyze all the data you need to evaluate the performance of your Off-Amazon Advertising campaigns. Thanks to this program, you can analyze the data to understand the impact your ad has on the shoppers.
Even though sometimes you may be tempted to turn off your PPC campaigns because there are so many other options like DSP, Amazon Attribution, social media, etc., you shouldn’t end them anyways.
PPC campaigns are essential to be seen by customers, when used they help you scale and maintain your position and brand recognition. So, if you want to continue winning you must keep investing in your PPC campaigns. You need to maintain your PPC campaigns to keep your organic rank. This way, you can prevent your competitors from conquering better positions than yours.
Your competitors are advertising just like you, so if you want to be at their level or even superior, you need to match their advertising efforts. Amazon is not a place to play it safe. You should always experiment with your ads, explore and test new ad types, bid higher. The goal is to keep gaining more impressions, shares, and placements.