Originally published on August 26, 2020, updated May 23, 2023
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Get tips for Amazon advertising in Europe and learn how to create a targeted strategy that capitalizes on the best opportunities in the EU market. As Account Specialists at Tinuiti, Jeff Banks and Rylee Boland work with dozens of Amazon sellers to create and optimize their advertising strategies in Europe. They shared best practices on what works when advertising on Amazon in the EU.
Watch the webinar and learn:
You can watch the webinar above or check out the show notes below for the recap and a full transcript.
This has been quite a year. We’ll forever look back at 2020 and see all of the ways that a global pandemic impacted our lives forever. One takeaway that’s immediately obvious? Online shopping is essential to our lives and will continue to grow in the foreseeable future. As such, it’s not surprising that Amazon sellers are looking for new ways to branch out and grow their businesses.
Have you been thinking about expanding to the EU? If so, you’re not alone. Taking the risk can pay off in a big way, but taking that first step can be intimidating. eComEngine hosted Tinuiti Account Specialists Jeff Banks and Rylee Boland for this helpful and engaging webinar offering tips for Amazon advertising in Europe. Watch the webinar to learn more about creating a targeted strategy that capitalizes on the best opportunities in the EU market. In the meantime, here are some highlights.
Even if you’re ready to take the leap into selling in European marketplaces, you may be confused about where to begin. Banks and Boland broke the marketplaces down into two major tiers based on everything from impressions to sales revenue.
In Tier 1, they’ve included the United Kingdom and Germany. “The reason for that is there is significantly more demand for the majority of the businesses that we work with in those two countries,” Banks said. “Then, Italy, Spain and France (Tier 2) are definitely seeing lower volume through advertising today.” However, it's also important to look at the bigger picture.
As Banks noted, all three of these countries — Italy, Spain, and France — have seen significant growth in 2020 so it’s entirely possible that they could all be in the top tier by this time next year. We need to continue monitoring the market trends, especially as this pandemic continues to shape our world.
After you’ve chosen the marketplace you want to target, you’ll have to choose the strategy that works best for your business. Banks explained the three main options for advertising on the EU marketplace: Sponsored Products, Sponsored Brands, and Sponsored Display.
Banks shared that Sponsored Products are a great place to start for advertising in Europe. He said, “It's where we're also seeing the greatest scale today in terms of being able to quickly grow revenue and grow impressions against your products and your catalog.”
Of the three, Sponsored Products is the most universal advertising unit in Europe. Best of all, it’s available in all five of the major countries. Sponsored Products is broken up into two main areas, automatic campaigns and manual campaigns, and the webinar goes into detail about how to structure and leverage both to maximize your opportunities.
If you’ve been selling on Amazon for any length of time, you already understand the importance of keywords. Using the right ones in your title and product listings can help shoppers find and purchase your products. It’s essential that you choose keywords that are relevant, appropriate, and in the correct language for local buyers.
You’ll want to come up with a keyword strategy while treating each marketplace like its own entity. “That may seem relatively straightforward because there's different languages used in all these countries,” said Banks. “But we've really seen the importance of tailoring your keyword strategy to be unique to each country, making a tangible difference in the performance for clients.”
In the webinar, Boland provided a detailed overview of both automatic and manual campaigns. She recommended “breaking out products in a one-to-one structure to allow for granular keyword targeting and more control over budgets.” Then, mirroring the auto and manual campaign structure makes keyword harvesting much easier.
One more very important tip — use an experienced, professional translator. It’s tempting to run things through Google Translate and call it a day, but nothing can replace a product listing written by a local in their native language. This is one area where you should not skimp if your goal is to be a serious competitor on the EU marketplace.
There’s never been a better time to grow your Amazon business, so why not invest some time into watching this webinar. Listen to get tangible tips for your European advertising strategy.
Originally published on August 26, 2020, updated May 23, 2023
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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