Posts in Advertising

Ad Updates You Might Have Missed in 2020

February 8th, 2021 Posted by A+ Content, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Ad Updates You Might Have Missed in 2020”

Amazon was rolling out update after update for its sellers in 2020, specifically in their advertising. If you haven’t already started or at least looked into these tools it is imperative that you grasp the opportunity. To keep those sales numbers up you must be utilizing every tool offered to you and do continuous research on new tools and their updates.

Sponsored Product Ad Updates

Everyone selling on Amazon should already know about Sponsored Product Ads, they offer a chance for your individual products to be seen by buyers. Product Targeting is a type of sponsored product ad; you advertise your products by targeting specific ASINs or categories. You may have dabbled in this already, but this new ad also lets you refine your targets. You can go by price, brands, or star rating to find the ASINs that will get you the most clicks and sales. Auto-targeting also got an improvement with Negative Targeting. Auto campaigns are already valuable for keyword research and starting the advertising process, but now you can refine them to make them even more effective. Negative targeting allows product auto-targeting or keyword auto-targeting so you can avoid your products showing up on an irrelevant search or product.

Getting More Creative

We cannot stress enough how creativity and inviting listings are important to your sales. You not only want the clicks and sales, but you want to build that brand recognition to create brand loyalty and ensure repeat buyers. Many things have been added to aid sellers in this venture. Video ads were added, which highlight a single product, but give you the opportunity to show what your brand is about. Video ads also take up a huge chunk of the search page’s real estate, which is invaluable. You now also have more creative control when it comes to Sponsored Brand ads. New to the mobile version of these ads you can add a custom image banner to make your ad more eyecatching.

Amazon understands the importance of sellers telling their brand stories, which is why they keep rolling out new opportunities for you to tell it. Amazon Posts, or Amazon’s version of Instagram, is another great way for products to reach more eyes. Though it is still only available to view on mobile, they are sure to be working on updates for it. Already this year it has added a new followers system so customers can follow your brand. It also has its own metrics you can follow so you can see how many impressions and clicks your post receives, and all at no cost. A different kind of tool to get creative with is the Virtual Bundles. It is grouping two listings from the same brand into one listing, or a bundle. You can bundle up to five items, and it is up to you to think of what products would be great to buy together. This is where it gets interesting and you have to get into the consumer’s head a bit. If you just bundle totally irrelevant items together your bundle might not sell very well. Bundling could also help you sell certain items that aren’t selling well just by themselves. It’s easy to put one together, so it is good to experiment and see what works and what doesn’t.

You may have already been using all of these tools, but don’t get complacent. Last year was full of updates and changes and we don’t suspect them to be slowing down soon. Make sure to get creative with your ads, tell your story with your posts and A+ content, and keep an eye out for any new tools coming out in 2021.

Back to Basics – Explaining Amazon’s Different Ad Types

February 3rd, 2021 Posted by 3rd party sellers, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Back to Basics – Explaining Amazon’s Different Ad Types”

Right now you should be utilizing every advertising and promotional tool Amazon offers you to broadcast your products for buyers to see. If you aren’t because you are not sure how and haven’t learned, we suggest you read up here and get to advertising.


Sponsored Products

The most popular ad type is the Sponsored Products ad campaign. They are the best ad to allow you to reach Amazon customers as they search and discover products. These ads help you promote listings, pairing them with items future customers are already looking at. Set up an auto campaign and let Amazon match up search terms and keywords or a manual campaign where you enter a list of chosen keywords for your product.

Along with keywords, you can also choose to target specific products. You can advertise a single product or group of products and target either an item category or specific product listings. When you win a bid on a targeted ad your product will appear on the competing product’s listing. Category ads appear in the same place as product target ads, but they also appear when someone is perusing that category. You can set filters on product targeting ads to target listings that are non-prime products, by star ratings, and by price ranges.

Sponsored Brands

Sponsored Brand ads have three variations, product collection, store spotlight, and video ads. They debut products in your brand store, the brand store itself, or a specific product with a video attached. These ads help build brand recognition and advertise more than singular products. The product collection and store spotlight are similar, you can select a range of products from your brand store that will appear at the search header sending the customer to the store. Product collection ads are different because they can lead you to a listing page or store. It also appears in more areas, the search header, footer, and competitor listings. The video ad centers more on a specific product as you can only attach a product listing landing page. It appears in the middle of searches and auto plays without audio, though audio can be turned on. It is a good chance to tell a brand story while displaying a product.

Sponsored Display

Sponsored Display campaigns use auto-generated displays that have a similar Amazon look. You can target by product or by audiences, these include picking certain listings or categories and targeting customers who viewed them, shoppers that searched keywords related to your product, or shoppers who previously purchased the product your advertising. This ad is the one with the farthest reach to potential customers because based on the options you chose for your ad it can appear in several places. It can appear on product listings, across other Amazon pages, and can even reach audiences off of Amazon on third-party publishers. The benefits are obvious here; reaching more eyes is always a good thing for products and brands.


 

We encourage implementing all of these ads to reach as many customers as possible. This will ensure more sales if you also pair that with good keyword research and campaign strategies. Leave us some feedback on your ad experiences, and if your brand needs help selling on Amazon contact us here at Avalanche!

Getting Insight on Amazon

February 1st, 2021 Posted by A+ Content, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Getting Insight on Amazon”

Do you keep a close eye on your brand stores after you set them up? Not just to update old or unavailable items on your pages, but to keep watch on how successful your store actually is. Brand store metrics are an essential thing to look through after significant changes to the store, during holidays, after new sponsored brand ads are placed, or just every once in a while to see how well it is going overall. If you own the store you can access these metrics in the Amazon Store interface by clicking the “Insights” tab. We will explain what data is displayed and how it can aid you in optimizing your marketing strategy and identify opportunities to drive traffic to your stores.

You can enter a date range of your choosing to observe the data of those dates. This data includes:

  •  Total visitors and views and their sales.
  • Overall traffic, as well as the sources of the traffic.
    • Organic traffic, Ad Traffic, and Other Sources.
  • Which kind of traffic brought what sales.
  • Views, sales, orders, etc. on each page of your store.

 

You can also easily export all of this data into spreadsheets to keep a log of it and compare it to other months.

If you have low traffic you may want to consider creating sponsored brand ads, if you haven’t already. If you have, you may want to overview and optimize those ads because they aren’t quite doing their job. If your organic traffic is low consider optimizing your listings to the fullest extent, try and achieve that buy box if possible. If certain pages aren’t doing as well as other pages on your store, make sure you look them over, see to it that you have plenty of products featured and that all products are in stock. The page also shouldn’t be shabby and under-designed compared to your other more successful pages.

When you make a big change to the store, whether it be a redesign, a new set of products or a launch of new ad campaigns always look to see how your metrics react. See if it is a success or if there are issues that need to be addressed. This insight Amazon offers you is a great way to have a finger on the pulse of your buyers. It is a straight reaction to your marketing or store design strategies and will help you drive sales and teaches you what to do and what not to do when setting up a store.

Rebate Sites – Pros and Cons

January 29th, 2021 Posted by 3rd party sellers, Advertising, Amazon, Brand Management 0 thoughts on “Rebate Sites – Pros and Cons”

Third-party sellers are quickly taking over most of the Amazon marketplace, which can be making it more difficult for new sellers who are just starting out. Not being established or launching a new product can cause a lot of roadblocks for aspiring successful Brands. A risky tactic we have not mentioned in our emails was the use of rebate websites. These sites are essentially a place for Brands to showcase their products at highly discounted prices, or even to offer giveaways. That may make you think, why would you ever want to give products away for extremely low rates or for free?


For the Exposure

If your product or brand is new and unknown buyers will likely be scared off by that. They may go with a similar product with a well-known brand. By using these rebate sites you can show what products you’ve got to offer for discounted rates. This creates less of a risk for the buyer. If the product ends up being sub-par then there wasn’t much of a loss for them, but if it’s great they may go back to your brand. The pros of using these sites may be revealing themselves now.

  • Your products and brand gain exposure.
  • Offers an incentive for buyers to try your products and buy more in the future.
  • They can help you to rank on keywords.
  • You discount without losing an opportunity to run lightning deals down the line.
  • Most rebate sites come with administering of entire rebate process with no headache to you.
  • Some rebate sites receive millions of visits per month.

 

Now a WARNING must be made

  • It is not directly stated in Amazon’s policies whether you can or can not use these sites, so it is a bit of a grey area topic.
  • You certainly can not condition your rebate of a product for a favorable review.
  • There is a possibility of misuse of discounts by customers (hoarding, claiming rebates and processing returns simultaneously, turning around and reselling products).
  • Giving out for free is not the same as making customers pay a full price for a quality product, or convincing more customers to buy more later on.

 

Here at Avalanche, we do not use these sites. When we partner with brands we commit to creating amazing Amazon listings, stores, and advertising to gain success. We do use Amazon’s official early reviewer program, but we don’t believe in shortcuts to success. You always have to ensure the intrinsic value of the product and stunning presentation to convert buyers and promote your brand.


 

Were you aware of the existence of these rebate sites? Did you use one? How was your experience? Would you like more information on the topic? Perhaps you want to suggest a different topic?

Leave us feedback on whether you’ve heard of rebate sites, tried them, love them, or condemn them. We are very curious to hear about your experiences!

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