Web giant Amazon officially set foot on Dutch (digital) soil at the beginning of this year. In this blog we help you through the jungle called Amazon.
The range of products on Amazon is continuously increasing, also in the Netherlands. How do you ensure that you stand out with that kind of competition? Keeping the lowest price as standard is one of the options you can consider, but you have to consider the margins and additional fees that you pay to Amazon. Before you open the ad tap further, it is good to take a look at the following tips.
Always determine your advertising strategy first. When you start using sponsored products, decide whether you want to manually target keywords, ASINs or product categories, opt for automatic targeting, or both? Are you going for fixed bids? Or will you choose a different bidding strategy? Do you only want to increase the visibility of a new product, or is the goal to generate more sales for your top products? Determining a strategy and setting goals and KPIs provides tools to work with.
Just the way you want to make the content of the products on your site as complete as possible, you also wish that on Amazon. When a potential customer clicks on your ad, there is a possible interest in the product. You want to prevent this person from leaving again, for example, because the product images are unclear. The content plays an essential role in the eventual return of the campaign(s).
Of course, it is useful to look at the overall performance of your campaigns. But if you want to make adjustments to yield, it is good to take a closer look at the individual ASINs. Each product is unique and has its margin and conversion rate. Are the costs per sale higher than the margin on the product? Then you want to lower the bids or check whether this is the right product to advertise.
As with Google and Microsoft Ads, Amazon offers the option to exclude keywords. By actively eliminating words, you reduce unnecessary costs. Amazon also provides a search term report. You can check this report from time to time to see where the ads are being shown. For example, do you sell a gaming headset that is only suitable for the PlayStation, but do you know that you are frequently shown on search terms such as Gaming headset Xbox? Then it is good to exclude “Xbox”.
We still come across advertisers that find it hard to set up automated campaigns. It is certainly important to use manual campaigns because you have control over these campaigns. However, you often fill in these campaigns based on your own insights. A simple reason to run automatic campaigns alongside your manual campaigns is to gain additional insights. Many longtail keywords are used less often, so you probably haven’t included them in your keyword plan. The automatic campaign catches these longtail words and provides insight into keywords that you could not have imagined yourself. It is essential to use the same products in the automated campaign as in the manual campaigns. Do you see a keyword with excellent performance in the automatic campaign? Then add it to your manual campaign. This way, the automated campaign serves as input for the manual campaign.
Do you want to know exactly how to start selling your products on Amazon, what Amazon Advertising can do for your company and how you can use it? Our Amazon certified Sven has answers to your questions and is happy to provide you with our best advice! And without question we can set up and run all your campaigns for your company. Get in touch!
Every form of content is different. From stimulating posts for various social channels to fully optimized web texts and from business interviews to inspiring blogs: content is everywhere and comes in many forms.
Of course, the text is an important part of the entire content, but cohesion between all components is even more important. For example, when creating all kinds of utterances, you will have to deal with additional elements such as images, hashtags, emoticons, design, and the platform on which the statement is published. With the latter, you can think of user-friendliness of the platform in question, how it was designed, and what possibilities or obstacles the design contains. When a visitor visits one of your platforms, you naturally want to make sure that they become interested quickly. That requires content that is suitable for your website, but also the various social channels. Each of these channels is viewed differently and therefore, also requires a different representation of the content.
You have a pretty image, matching and popular hashtags or emoticons and a text that fits seamlessly with both your tone of voice and the area of interest of your target group. Then you’ve just created a piece of content relevant to your audience, right? Although these conditions form the basis of quality content, it does not mean that this gives an instant guarantee for success.
When drawing up your communications, you must also consider any questions that the reader can ask and at what times he/she comes into contact with the content in question. Consider, for example, the time of publication, which preferably connects to the moment that most of your target group is active online. It is also quite useful to respond to the findability in search engines. You should optimize blogs and other web texts based on Search Engine Optimization. Speaking of SEO, this is a valuable part of the world of content. Search engines love user-centered content, so you can imagine that deepening your target audience is essential. Remember: No matter how well written your text is, if it’s not optimized for search engines, chances are it’s hard to find.
Attention is most likely something you would most like from your target audience. Therefore, it is wise to take into account the amount of time your target audience pays attention to your content. In many cases, your readers decide within seconds whether what they are viewing or reading is worth their time. Make sure you excite them in this short time frame and put the primary or most striking information from your message at the front of the text. If necessary, you can add power to the first few words or phrases with a matching emoticon so that this part of your message comes out well and even stands out among the other posts on a social timeline.
The moment someone sees your content for the first time, they should instantly understand what it is about. Therefore, work mainly with active, short, and catchy sentences. Don’t: “In our new blog, we would like to tell you something about the best way to pick up and apply content marketing”, do: “Content marketing? This is how you do it!”.
Last but not least: commerce. For many of our customers, the use of content ultimately achieves a commercial goal. Keep in mind that you do not push your target group in a specific direction, but that you inspire them, attract them, or even bind them to you. If your content has won consumer attention, make sure that you stimulate it in such a way that your brand, product, or company sticks. This way, you build a positive interaction, and the consumer can decide to return to your channels at a later time.
Take notes, because below you will find several tips that you can immediately apply to your current web texts, blogs, and social posts. Let’s get to work!
Are you curious about what the use of qualitative content marketing can mean for your company? Then contact us for a kick-off session, and we will carefully find out where the opportunities lie!