- Lena R. Liberman
- On October 30, 2018
- Amazon advertising, brand registry, enhanced brand content, feedback genius, product reviews, sponsored products
UPDATE: September 24, 2019: From Amazon: “Enhanced Brand Content is now called A+ Content.”
One question that sellers consistently ask us, be it in webinars or at tradeshows, is “How can I use Amazon PPC Advertising to boost product launches?” These sellers tell us that in launching products in the past, they’ve tried reaching out to an external audience of loyal brand followers, running sales and promotions, and pitching lots of money on Google, Facebook, and Amazon ads (albeit not very strategically). And the results have been less than optimal, not to mention costly.
We’re here to take the guesswork out of using Amazon Advertising for product launches and to help boost your sales and establish your product faster so you can watch those dollars roll in and your product climb in ranking and results all while garnering more reviews.
Here are 6 steps to help you launch your product with a bang.
1. Focus on your product listing and follow Amazon’s listing guidelines and suggestions. Honestly, this should be the first thing you do whether you’re launching a new product, relaunching a new version of an existing one, or just trying to boost a product’s traction. Doing this carefully, correctly, and thoroughly signifies to the Amazon algorithm that you are as solid seller with a solid product (and that you play by the rules).
If you really want to make a splash with a product launch, try Enhanced Brand Content. If you’re brand registered, you have access to this feature that can turn your listing into so much more than just a product for sale. You can actually sell more AND build your brand on Amazon. If you aren’t brand registered and you own your brand, register it with Amazon. Brand registry helps protect your products and it unlocks access to so many beneficial features.
Don’t forget to download your free copy of Seller Labs’ eBook all about how Enhanced Brand Content can help your business and your listings.
2. Go for reviews . . . the legitimate, Amazon-compliant way. The Amazon algorithm favors products with reviews. It looks for that social proof that your product is a good one. Even just a few reviews can sway the algorithm in your favor. But getting reviews can be difficult, no matter how good your product is. Don’t get discouraged if you don’t have reviews though! You can still use Amazon Advertising to launch and reach more people likely to leave reviews. Just be prepared to incur a higher ACoS in the process.
In terms of getting reviews, follow-up and compliance is everything. Add Feedback Genius to your sales process so you can communicate with your buyers, deliver amazing follow-through customer service, create repeat customers, and build your Amazon brand.
3. Get back to basics. When you’re using Amazon Advertising to launch a product, it’s always best to go back to basics. Think back to your product. You know its features and benefits. Look at your competition and how they describe their products in their listings. Use these as starting keywords for Manual Targeting Campaigns. If you really want to go deep and find powerful keywords, try Scope for all sorts of details on which words deliver the best results.
Don’t forego Automatic Campaigns either! Auto-Targeting Campaigns are a great way to find new search terms for your listings. It’s insight into how Amazon shoppers are searching for your product. As you learn about shopper behaviors, take it back to step one, and update your listings based on what shoppers want to see.
4. It’s Amazon and you have to pay to play. Amazon is more likely to favor campaigns with bigger budgets. That’s not to say that you’ll reach these budgets, but you have to be willing to do spend money to make money. The same goes with bids as well. You can use smaller bids on your Automatic Campaigns, but manually targeting keywords can (and will) be more expensive. Being flexible with spending also helps you gain more data in a shorter amount of time. One way to maximize your budget is to use Ignite as your ad-management platform. Ignite offers Ad Scheduling, which allows you to run ads only when they convert, not when they cost you in clicks that go nowhere.
5. Be patient. Remember that kicking off advertising for a new product (or a new brand) takes time. You can’t set up a campaign and expect to see results in a matter of a few days. Come back in and check on your campaigns every 2-3 days. Let campaigns run for at least 14 days before making any adjustments to them.
Let the data speak. And if you’re not seeing results you’d like for your core keywords, go back to your listing. Work on optimizing it. Look at your search terms and see how customers are shopping for your products.
One of the best tips that our CMO Jeff Cohen has ever given is to “Build it for who is drawn to it.” He means, don’t tell your shoppers what you think they need to know. Build your listing around why your product is the best product for them. At Resonate this year, Dr. Ben Frederick gave a similar piece of advice. Don’t build your listing for what the product does. Build it around the solution it provides for a problem or inquiry shoppers have.
6. Clean up and optimize—repeatedly. The goal of Amazon PPC Advertising is to provide more value over time. You want to eliminate wasted ad spend. If you have keywords that aren’t converting, move them to a negative match. This will free up that money to be spent on winning keywords.
That’s the cycle. Yes, it is a cycle. Shopper trends change all the time. A way that a shopper browses during the holidays is different than when they’re browsing out of necessity or impulse. Never count an advertising campaign as fully optimized or assume that it’s done everything that it can for you. There is ALWAYS room to tighten up and achieve greater profitability, from product launches to product maturity. And remember that Amazon changes each and every day, so don’t cling to the status quo and expect it to work forever.
Not using Ignite to help you master Amazon Advertising? What are you waiting for?! Start your free 30 day trial today.