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Originally published on March 5, 2021, updated September 13, 2021
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Paul Rice, Director of Marketing at eComEngine and Liz Adamson, VP of Advertising at Buy Box Experts, discuss how to increase your Amazon traffic in this educational webinar. They cover topics ranging from driving initial traffic to whether your brand is ready for DSP.
If you've ever asked yourself these questions, watch the webinar to get the answers:
At the end of the webinar, Liz offered a free business analysis with the Buy Box Experts team. You can watch the webinar above or check out the show notes below for the recap.
In this educational webinar, Paul Rice, Director of Marketing at eComEngine, and Liz Adamson, VP of Advertising at Buy Box Experts, discuss how to increase your Amazon traffic. While covering topics from finding ways to drive initial traffic to determining whether you’re ready for DSP, they provide actionable steps that can take your brand to the next level. Let’s look at some of the highlights.
You’ve started selling on Amazon, but should you start advertising right away? As Adamson explained, it’s important to have a strong foundation before you take that first step. To assess your retail readiness, the first place to look is your product page.
Adamson warned that you can use advertising to drive “thousands and thousands of people to your page, but if that page isn’t ready for traffic, you’re really just wasting your money.” You should see that product page as your salesperson. Advertising gets potential customers through the door, but it’s your product page’s job to convince them to buy.
As an Amazon seller, you may be wondering if you need to advertise at all. It’s actually a very common question. As Adamson explained, “Over the past few years, Amazon really has become a pay-to-play marketplace… everything above the fold is a paid ad. So the very first thing any customer is going to see are paid advertisement placements.” If you want to be front and center, you’ve got to be investing in advertising.
On top of the added visibility and search, paid advertising also improves organic placement. “The Amazon search engine algorithm is based on historical sales,” Adamson said. It looks at past sales periods and whether specific keywords resulted in sales. “If we can continue to increase those sales through advertising and show Amazon that yes, these keywords are driving sales, that just feeds into that organic algorithm.”
Once you’ve established retail readiness and your product page includes at least five images, more than 15 product reviews, and incorporates A+ Content (using Storefront helps, too!), it’s time to start targeting the shoppers who are already on Amazon searching to make a purchase, Adamson explained.
To do this, you’ll focus on increasing brand awareness through sponsored display ads. Amazon has worked on this program over the past year to provide excellent targeting options to help sellers develop brand recognition and convert browsers into buyers. While most sellers are aware that sponsored ads allow them to target keywords, they can also use ASIN and category targeting. This casts a wide net to increase both sales and traffic.
Allocating a budget for advertising can be tough, and every situation will be different. You may be launching a new product or you might have existing products with existing sales. There are a lot of factors to consider. Ultimately, every business is unique and will have to make decisions based on their specific needs.
Amazon sellers will need to evaluate their ROAS (Return on Ad Spend), and Adamson shares guidance based on several different scenarios in the webinar. Overall though, when you don’t have a sales history and you’re just starting out, advertising may make up a significant portion of your budget for those first few months. Additionally, while your total ad spend will decrease once organic sales pick up, your sales budget will always evolve.
Once you’ve maxed out advertising opportunities, it may be time to start looking at DSP, or Amazon Display Side Platform. The goal of Amazon DSP is to allow “advertisers to efficiently reach Amazon shoppers on Amazon sites, across the web, and in mobile apps.”
“The benefit to using the Amazon platform is you actually have access to Amazon customer data,” said Adamson. This information is normally very closely guarded by Amazon, but DSP participants are provided audiences that they can target. Adamson noted that you will need additional budget allocations to use DSP, but you're spending that budget for growth.
Advertising on Amazon is an investment of time and resources, but it’s an essential part of your business’s growth and success. Listening to the suggestions and case study outlined in this webinar is a great way to get started.
