Devising a successful Amazon marketing strategy can be more like turning a flywheel than launching a rocket.
Today, Amazon is the largest digital product catalog and a top search engine for shoppers buying products online. As consumer brands increasingly turn to marketing agencies to get the most out of Amazon, set yourself apart by understanding the power of using dynamic content and paid search campaigns to get the most out of your Amazon product pages.
Amazon Marketing Services (AMS) ad campaigns are a proven way to boost traffic to product pages, increasing sales velocity. But AMS is a unique advertising platform, offering the potential to build even more impressive results over time. When skillfully-constructed product detail pages are paired with strategically managed AMS campaigns, the flywheel turns, quickly building momentum and driving sales.
If you run AMS campaigns on Amazon, you should ask yourself a few questions – Is your agency effectively managing AMS? Do they understand why product content and AMS are tied to each other? Do they understand how to optimize product page content and AMS to build sales momentum on Amazon?
Here’s what you should ask:
How are you leveraging Amazon product detail page content to improveyour AMS campaigns?
Essential and enhanced product page content is crucial for success on Amazon. If your AMS agency isn’t talking about product page content, this should be a major concern.
Amazon’s search engine uses essential content (product titles, bullets, basic product descriptions, keywords) to decide whether a product is relevant to shoppers’ inquiries. Make sure your essential content describes your product precisely so customers can find it. Don’t take the easy way out and focus only on metadata. Essential content makes the biggest impact on search discoverability when both metadata and product page content are optimized for target keywords.
If essential content is the key to optimizing organic search traffic, then consider enhanced content the key to converting sales. This content (visual product stories, product comparison charts, 360’s) makes the product come to life for the shopper, answers their questions and encourages them to click the buy button.
Do you use AMS data to build a refined understanding of your shopper?
Conversion counts. When customers click on a product and eventually buy it, it boosts not only your bottom line but also your search ranking. AMS campaigns offer a rare opportunity to learn more about your target Amazon customer, so you can continue to guide them to the buy button.
Consider categorizing AMS campaigns by keyword type; this will help you identify what keyword type is driving particular KPIs, e.g. ROAS, impressions, etc.. Conversion data will help you understand a prospect’s stage in the buying cycle, and you can leverage this information to improve product detail page content.
Do you tie AMS campaign data back into product detail pages?
Dynamic content is strategic product page content that’s regularly refined based on AMS campaign analytics, marketing initiatives, and retail trends.
With an uptick in traffic from your AMS campaign, compelling and informative product content is one of the last things a shopper sees before making a purchasing decision. Make sure this content – both essential and enhanced – is exactly what your shopper is looking for, even as their needs change.
Success on Amazon requires a cyclical approach. Rather than launching a campaign and expecting results, the best agencies continually refine their content to build momentum. Essential content with appropriate keywords drives discoverability. Enhanced content drives interest, relevancy, and conversion. Dynamic content fuels the flywheel, resulting in higher sales.