Success with Amazon today requires much more than listing products and hoping the sales start rolling in. Yes, Amazon does have an enormous marketplace that offers great opportunities, but at the same time, it’s quite overwhelming to handle all its complexities. And that’s where an Amazon advertising agency will be of immense help.
If you know how to work well with the agency, you can supercharge your Amazon advertising, drive visibility, boost sales, and increase ROI.
Here are five ways to work with your Amazon advertising agency to ensure ultimate success.
1. Set Crystal Clear Goals and Expectations Right at the Outset
One of the most critical steps when starting with an Amazon advertising agency is to outline what you want to achieve.
Do you want to increase sales volume, improve brand awareness, or rank higher in search results? A clearly defined goal ensures that your advertising agency may align its strategies toward your business goals.
For instance, if your goal is to increase return on ad spending, it’ll optimize campaigns for profitability and not just gather clicks. Defining the key performance indicators is important. Your agency needs to know what metrics matter most to you: advertising cost of sales, click-through rates, or conversion rates.
Clear and regular communication will help you and your agency stay on the same page.
2. Collaborate on Targeting and Keyword Strategy
Perhaps the most potent part of your Amazon advertising agency's toolbox will be the capability to design and refine targeting and keyword strategies for your brand.
Amazon's ad platform allows targeting through sponsored products and brands, as well as display ads, for different purposes. To collaborate on the strategy and execution effectively, you need to work intimately with your agency to define your ideal customer and build a keyword strategy matching the customer's behaviors.
The agency can help you in targeting a mix of broad and long-tail keywords. Though the broad ones, like "laptop," capture more traffic, the long-tail ones, such as "lightweight laptop for college students," are more likely to convert due to matching the specific intent of that search.
Additionally, your agency needs to perform competitor analysis to see what works for others within your niche and use that data to optimize a keyword list.
3. Leverage the Full Suite of Amazon Ad Tools
Amazon has a suite of ad tools that, when leveraged properly, drive phenomenal performance. Working with your Amazon advertising agency is critical to ensure you fully leverage these tools.
Here is an overview of the highest-impact ad formats you should be collaborating on:
- Sponsored Products: These ads appear directly within Amazon's search results and product detail pages. They're essential for increasing product visibility and are often the first step in running a successful Amazon advertising campaign.
- Sponsored Brands: These ads feature your brand's logo, featuring several prominent products on top of the search. If the objective is to build brand awareness, then Sponsored Brands are a great way to feature your product portfolio.
- Amazon DSP: With Amazon DSP, target your audiences both on and off Amazon by utilizing Amazon's customer data. Let your agency guide you in crafting effective ads to follow users across the web and extend your brand's visibility beyond the Amazon platform.
- Video Ads: Video content is more engaging for viewers than text-based ads. Collaborate with your agency on striking video ads that narrate your brand story or show product benefits.
This will surely help you work with your agency to ensure the usage of such tools. This keeps your Amazon advertising multilayered and complete to capture customer segments and assure the best ad spend.
4. Focus on Ongoing Data Monitoring and Optimization
Amazon Advertising isn’t a "set it and forget it" operation. There's going to have to be constant monitoring and optimization if you want to have any success whatsoever.
That's where your agency's data analytics capabilities will come into play.
Simply put, your agency can regularly tap into performance metrics, including ACoS, CTR, and conversion rates, to make data-driven decisions when fine-tuning your campaigns.
A collaboration like this could involve A/B testing on variations of ads, showing which elements best speak to your audience. You could test ad copies, visuals, or different call-to-action buttons that eventually will provide insight for improvement in subsequent campaigns.
5. Nurture a Collaborative and Long-term Partnership
Success in Amazon advertising doesn’t happen once; it‘s a continuous process.
If you want to benefit from collaborating with an Amazon advertising agency, establish a working relationship wherein trust and open communication channels prevail. Regularly provide information about your business objectives, product launches, or new inventory so your agency can make necessary campaign adjustments.
This creates a feedback loop that’s essential to refining strategies over time. Your agency will have valuable insights into what’s working, but you should also give your input from your unique knowledge about your product and customer. The more you become involved in this feedback loop, the better your campaigns will become.
Bottom Line
The magic to unlocking the full potential of your campaigns lies in collaboration with your Amazon advertising agency: you can develop clear goals and work in tandem on keyword and targeting strategies, use all available advertising tools, monitor and optimize performance, and grow together into a long-term partnership that leads to ongoing success on Amazon.
Whether your brand is new on Amazon or looking to scale, that can be done through your agency for the best guidance in setting up and accelerating business growth on the platform. Don't just hire an agency; collaborate with them for success.
