In Part 1 of this two-part series on Amazon you learned how SEO and search terms work on Amazon, and in Part 2 we’re continuing the conversation about using that information to create advertising campaigns on Amazon that convert and how to get the data that will help you optimize over time.
For part two of our Amazon Series on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva is back with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. In this episode, we’ll go over how advertising on Amazon is different than it is on other platforms, and how to get the most out of your investment.
Why Advertising on Amazon Is Essential
If you haven’t listened to part one, “How to Use SEO Keywords to Get Found,” now’s the time to go back and brush up on the key concepts. We covered how SEO works on Amazon, how to get started, and the bigger concept of the Amazon Success Flywheel, which Shannon adapted from Jim Collins’ famous flywheel example in his book Good to Great.
Shannon says that the most important thing to realize is that advertising is increasingly becoming a requirement for brands looking to really grow on Amazon. Gone are the days of simply putting your product up on the platform and waiting for the sales to roll in. Even if you’re a well-established brand, advertising is important because other brands may buy your branded keywords in an effort to grow their market share.
How to Get Started Advertising Your Brand on Amazon
“You need to be there and be present, but you have to have a good strategy,” Shannon says, “more money can be blown and more mistakes can be made in advertising than any other area.”
The key concept to get your head around is that advertising can help you rank for keywords. In other words, once you’ve identified a keyword that’s highly searched and relevant to your product, you can advertise on that keyword to increase your organic rank for it in all searches. This is unique to Amazon, and it’s a powerful way to jump the line and get your product in front of more potential buyers.
The goal for most food brands is to rank in the top three results for their targeted search terms. That’s when the profit engine of Amazon really kicks into gear. Shannon shares how to think through the frameworks, structure your campaign, and develop an Amazon strategy that works to build your food business, so be sure to listen to the full episode for more details.
Now, let’s go shake up shopping carts!
Quotes:
“You need to be there and be present, but you have to have a good strategy. More money can be blown and more mistakes can be made in advertising than any other area.” – Shannon Roddy
“The key to advertising is that if we keywords that are highly searched and relevant to our product, and we’ve incorporated them into our listing, now we want to advertise on those search terms to increase in organic rank for that keyword.” – Shannon Roddy
“You have to spend money to discover and learn—it’s an investment—but if you discover keywords that convert, it can pay off.” – Shannon Roddy
In This Episode:
- How advertising on Amazon is different from advertising on other platforms.
- Why advertising on Amazon is an investment and how to make it pay off.
- Why it’s dangerous to lean on too many keywords.
- The ideal structure for an Amazon advertising campaign.
- Why you should think of advertising like real estate.
- How to treat branded terms versus generic terms.
- The pros and cons of an automatic campaign.
- How to separate your campaigns to get better data.
- Common Amazon advertising mistakes to avoid.
Resources:
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