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Amazon Q4 Advertising Tips With Boutique Seller

by Liz Fickenscher

Liz Fickenscher sat down with Joel Wolh of Boutique Seller to talk Amazon, Amazon ads, Q4 and what might be next for Amazon sellers.

Here is the recap, written by Jeanne Croteau.

eComEngine Industry Liaison, Liz Fickenscher, discussed Amazon advertising tips for Q4 with Joel Wolh of Boutique Seller.

After becoming fascinated by the concept of manually converting customer search terms into keywords, Wolh came up with a process that worked. By combining a hands-on approach with automation, Joel built an agency dedicated to helping Amazon sellers navigate the often confusing world of advertising.

Boutique Seller works with clients to create a whole new strategy every single month based on a variety of factors including trends, seasons, and how the business was performing the previous year. “We’re like a partner that helps you grow your business, watch your dollars and tell you if you are spending too much, even if it’s on our fees,” Wolh explained. “Having our clients’ best interests at heart...I think that’s how we differ from most others out there.”

When Should Amazon Advertising Begin for Q4?

Every account is very different, which means that the timing is going to be tailored to each business’s needs. The Hunting & Fishing category, for example, is seasonal and just starting to wind down when preparation for Q4 begins. By September, though, Wolh says that it’s best for sellers from all categories to have a very action clear plan for October, November and December.

Sellers who have been on Amazon for more than a year should base their strategy and ad spending on their performance last year. It’s tempting to simply throw money into advertising during Q4, but it’s much more important to have a very clear plan with equally clear objectives.

What Is the Best Advertising Strategy?

Many sellers are in the dark about advertising strategies, which is why they need agencies like Boutique Seller to help them avoid spending too much money. “There’s no one-size fits all for sellers,” Fickenscher said. “It’s really a nuanced thing that you have to both think about strategically and implement strategically for your particular store.”

Always look at your numbers before making decisions. “I’d say typically 8% on gross Amazon sales as an ad spend, that’s okay,” Wolh says. “You go to 15-20% and you’re cutting into your margins.” When you spend that much, you may not make any money after covering costs such as storage fees, shipping and returns.

Watch the video to hear the entire discussion.

Originally published on July 18, 2019, updated October 14, 2019

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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