Marketing along the entire funnel on Amazon can help brands improve reach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2020, 5:23 PM UTC

Houston-based PMG Digital Agency’s Kaitlin McGrew suggests strategies to run profitable ad campaigns on Amazon.

This piece states that calculating the cost of goods sold and all seller fees is the key to running a profitable search ad campaign on Amazon. Brands should understand hidden fees and ASIN (Amazon Standard Identification Number) profitability to build effective strategies. Further, businesses should market to the full funnel on Amazon.

McGrew suggests marketers should ensure that they are utilising brand, non-brand as well as product targeting to hit users on the platform in every possible way. Businesses can use Amazon posts and video on Search ads to reach customers in the upper funnel.

The author suggests marketers can leverage sponsored brand and sponsored product ads, among others for mid-funnel customers. Brands can also use Amazon’s machine learning-powered dynamic bidding to improve their chances of conversion.

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