123ArticleOnline Logo
Welcome to 123ArticleOnline.com!
ALL >> General >> View Article

3 Keyword Tactics For Advertising On Amazon

Profile Picture
By Author: Ganesh Mane
Total Articles: 446
Comment this article
Facebook ShareTwitter ShareGoogle+ ShareTwitter Share

3 Keyword Tactics for Advertising on Amazon

For years now, digital marketing experts have touted the unshakeable duopoly of Google and Facebook. Now, Amazon has gatecrashed the party with its digital advertising platform’s display and sponsored ads.

With Amazon’s $900B+ market capitalization, it’s hard to name what Amazon isn’t doing these days—content and streaming video, grocery delivery, smart home hardware, and home services are simply bullet points in its all-encompassing “eCommerce” label.

How Big is the Amazon Opportunity?
The breadth of its offering indicates that Amazon is a key focal point for consumers and marketers alike, having had a projected 50% lift in advertising spend in 2018 alone. Studies are also showing anywhere from 50-60% of product searches beginning on Amazon. And, when search queries begin on any eCommerce site, those are high-intent and generally high-converting searches.

Consider these other aspects of the Amazon ecosystem:

Saved credit card and shipping information reduces lower-funnel, path-to-purchase friction.
Amazon is considered a ...
... brand-safe environment, with its primary focus on eCommerce and not user-generated content.
Amazon customers, and in particular Amazon Prime members, are loyal, repeat customers, maintaining that highly valuable user pool.
It’s no wonder, then, that many retail brands are eagerly optimizing their media mix to include Amazon. Just like when Facebook started boasting its 50 million daily active users in 2007, this is an important time in eCommerce and a huge opportunity for brands to get in front of this high-intent audience.

Tips for Sponsored Products and Sponsored Brands Ads
What makes Amazon’s Sponsored Products and Sponsored Brands ads so great for seasoned biddable search media practitioners is that they both use keywords to target users. Because of this, you can bring over keyword learnings and your own skill set from other search platforms to get in front of a fresh and valuable new audience on Amazon.

However, since consumer behavior on Amazon and traditional engines differ, the way to drive maximum success is to stay aware of these differences when honing your keyword strategy—even if you don’t have years of pay-per-click experience under your belt.

The most fundamental difference with Amazon is that the majority of searches there are specific to a product (“sunscreen”) or brand (“Covergirl sunscreen”), and not informational (“should I be using sunscreen”), navigational (“drugstore”), or laden with superlatives or modifiers (“best sunscreens 2019”).

So, while “targeting relevant keywords” is a broad umbrella concept, breaking it down more granularly—and coupling this concept with the underlying mindset of Amazon searchers—will help brands achieve maximum return on their Amazon Advertising goals.

At Marin, we have a deep bench of Amazon tips to drive your success, but for starters you can try these three tactics to fine-tune your keyword strategy.

Conquest Competitively
What this means: Target keywords of your competitor brands and products.

Play offense with your keywords, and target your competitor brands and products to capture users searching for the competition. Be strategic about how you bid on your competitors’ brand versus products. A product that’s in direct competition to yours is worth a higher bid, as opposed to an entire brand that has a number of out-of-category, non-competitive products.

Protect Your Brand
What this means: Target your brand name and product name or some variation of it.

Safeguard your brand from competitors and retain loyalists. There’s a school of thought that says you can win brand terms for free through organic listings. However, dominating Amazon’s search results with your brand not only plays defense against your competitors who are likely bidding on your brand terms, but strengthens your brand with a ubiquitous presence.

Test and Harvest
What this means: See what works and run with it.

Use the remainder of your keywords to prospect and build your upper funnel. Target complementary product keywords and out-of-category keywords to grab users who are active in other, related purchase cycles.

Once you can start intelligently “targeting relevant keywords,” be vigilant about analyzing your data. Scale up your best performers while throttling back your low performers, but be mindful of external factors that could change your keyword performance over time—such as seasonality, the release of competing products, sales or promotions on other channels, or positive or negative PR.

Learn Digital Marketing From The Digital Sandbox Digital Marketing Institute in Pune

To know more about our digital marketing institute in pune please click here https://www.thedigitalsandbox.org

Total Views: 415Word Count: 695See All articles From Author

Add Comment

General Articles

1. Enhancing Fabric Care Excellence: The Impact Of Commercial Laundry Equipment
Author: Jacob Michael

2. Stop Settling For Boring. Embrace The Thrill. Embrace Samsung Glance Wallpaper
Author: Jaykant P

3. Understanding The Role Of Protein Supplements In Muscle Building With Diabawhey
Author: BeatO

4. Ld50w-72-c0700-pd Constant Current Pwm Dimming Led Driver By Eptronics
Author: David Hessen

5. Disable Glance In Samsung? Wait! Discover Inspiration & Convenience At A Glance
Author: Jaykant P

6. The Role Of Technology In Modern Eye Exams: Advancements Shaping The Future Of Vision Care
Author: Tatum eyecare

7. The Divine Timing: Making The Most Of Today's Auspicious Muhurat
Author: astrosir

8. Workllama And Daxtra Announce Partnership Integration To Revolutionize Talent Acquisition
Author: jamescolin

9. Solar Power For Shed Lights
Author: James Smith

10. Those Who Search Mi Glance Turn Off Will Miss These Amazing T20 Experiences
Author: Jaykant P

11. Tdp's Green Triumph: Kurnool Ultra Mega Solar Park Unveiled By N Chandrababu Naidu
Author: krishna

12. From Paper Chase To Seamless Success: How Construction Drawing Management Software Revolutionizes Projects
Author: iFieldSmart Technologies

13. How Does A Metaverse Nft Marketplace Work?
Author: Elsa

14. Mastering The Art Of Connection: A Comprehensive Guide To Omegle
Author: Maria Kenneth

15. Services Offered By Staffing Agency In Long Beach
Author: Alexis

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: