With the introduction of Amazon Sponsored Ads in the Netherlands, increasing numbers of advertisers are pondering whether they should also be advertising on Amazon.
There are a variety of guidelines and step-by-step strategies However, these might be a little too fast. We see that many marketers are looking at the comparisons to Google.
Since there are many distinctions between Amazon Ads and Google Ads, it is possible that during the process of consideration, you may not see the wood in the forest.
In this article, I will define the distinctions between Google Advertising and Amazon.
Why Advertise on Amazon?
In the beginning, you should return to the fundamental questions you need to consider before you dive into Amazon PPC advertising. What are the reasons you consider advertising on Amazon even considering it?
Even if you are already selling effectively, Amazon advertising can bring you many benefits. Check if you are able to answer yes to these questions:
- Are there any brand-new products that I would like to increase the value of?
- Do my items have a seasonality? And could I benefit from a boost during certain seasons?
- Do I face lots of competition, and do I need to ensure my brand remains in the top position?
- Do I wish to increase sales for all the products that I offer?
If you’ve already replied yes to each of these questions you must seriously consider marketing on Amazon. As you can see, I frequently use products and brands interchangeably.
You’ve got the ad format Sponsored Products to boost the speed of sales for items, but you also have Sponsored Brands that are designed to increase the visibility of your brand.
There are two motives to promote your brand both on Amazon. But, you are able to make use of Sponsored Brands if sell your own product and the trademark is registered. Further details on that later.
1: Selling on Amazon is more of a competition
In this chapter, I’ll explain factors 1 and 2, and 3 from the table.
Amazon is a Marketplace and that’s the main difference between it and Google. Every product has its own webpage on Amazon. On these pages, you will often see a variety of sellers for a particular product.
Amazon Buy Box Amazon Buy Box is an area on the right of every page on Amazon that allows customers to add an item to their basket through the “Buy Now” or the “Buy Now” button. In the end, each Amazon Buy Box “winner” for the time being receives a purchase in their name.
Do you wish to get maximum visibility and capacity for conversions? Then the challenge is displayed properly on Amazon’s Buy Box. Amazon Buy Box.
It is essential to comply with Amazon’s policies and if you’re a reputable seller, you’ll always stand a greater chance.
Amazon, however, in contrast, is also a retailer of products and therefore can also be a winner. Selling products on Amazon could be more of a game and could be the most lucrative chance to win.
2. Advertising can also impact your results organically
In this chapter, I’ll go over points 4/5 and 6 in the previous table. As opposed to Google the relationship between organic and paid displays on Amazon plays a significant role.
On-page activities, traffic, and sales generated by paid ads also impact the organic rank for your item. If you promote your product using the same keyword and sells result from it, the product will also rank higher in organic search results for that keyword.
It’s the same way: you are learning the algorithm in a way when the product is shown and will likely be sold.
The same is not the case. If a keyword’s organic rank is high, advertisements will be perceived as being relevant, and consequently, will be ranked very well in the auction for ads on Amazon.
3. The game is played differently.
If we look at the 5th and 6th points We can observe the fact that Google, as well as Amazon, are completely different. This is also in line with the previous points because everything within Amazon is designed to make the most sales possible.
If your offering isn’t in the market and is not eligible to be included in The Buy Box, then it simply cannot be advertised as an advertisement.
Thus it is possible to play the game at Amazon differently. For instance, one thing you do better on Amazon than Google is eliminating keywords that are more expensive than the amount they make in sales. However, you continue to increase the number of the most popular words.
Also, it is recommended to look over your ad groups, search for ads that have failed and eliminate those that aren’t working and remove them.
This way, you can be able to run successful campaigns and only invest your money in ads that perform in the long run… here is the opportunity to bring in more sales.
4. Differentiation between retailers and brands who advertise
The next step is to consider factors 7-9 from the table above. To provide the best image of a product you can improve it in a variety of ways.
For instance, if you are the owner of a brand, you could add more relevant information about your product as compared to Google.
As you may have guessed, Amazon distinguishes between retailers and brands. Brand content that is paired with advertisements and product content that is paired with advertisements are two distinct things. It’s important to know that Amazon distinguishes among different kinds of sellers, including 1P, 2P, and 3P.
1P stands for a first-party relationship because Amazon is the seller and you are the supplier/wholesaler/manufacturer.
Apart from the purchasing terms and other terms, a 1P vendor enters into agreements with Amazon concerning advertising, but in actual practice, little or not at all of this as the product is almost always a winner in an award in the Buy Box.
You’re 2P if you market your own brand yourself. If you’re an owner of a brand You can make use of sponsored brands, however, you must improve the quality of your product’s content and develop A+ content, as well as the storefront.
3P is the term used to describe when you sell your own products, however, they are only products of other brands. A seller with 3P may have no or little influence over product content, for instance, they cannot make use of Sponsored Brand marketing.
All you have the ability to alter and differentiate is the price at which you sell. A 3P is able to only compete with price, and generally speaking, I’d say that it has not been successful.
5. And more Amazon Prime: respond to this as an Amazon seller
Then, I get to number 10 This is a tie-in perfectly with what we’ve been reading in this entire piece, the competitive nature of Amazon.
A growing number of people are using Amazon and are making use of Prime and, as an advertiser, it’s best to play this game with your customer.
Why would you want to optimize everything to perfection and be unable to compete with a competitor who is able to keep up with the advantages of Prime? If you are using Prime’s offers, you will definitely see more conversions.
As I said it’s far more significant than the number of clicks. The more conversions you have, the better your ranking and the more you can win. This is the complete Amazon competition circle, as for me.
What is the cost?
How much will it cost? Not unimportant. When compared to the established Amazon platforms, such as ones in the United States and Germany, the costs for advertising for Amazon NL are still very low. Compared to Google.
Advertising costs obviously increase in the structure of your advertising as the competition grows.
Amazon PPC Administration: Automatization cuts down time and increases efficiency.
Advertisement on Amazon is essential for every Amazon business that is professional.
If you are looking to compete and increase your chances to win the Buy Box, sooner or later you’ll need to promote since competition and range are increasing.
The automation of Amazon PPC campaigns, as you do use PPC management software from Google is highly strongly recommended.
It helps save time, improves the effectiveness of your campaigns, as well as ensuring good ACoS and profit margins. Through Amazon PPC management software running sponsored product promotions doesn’t need to be a tedious task.
Recommended Guide: Amazon PPC bidding strategies to get more sales.
