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How To Promote Amazon Products via Email Marketing to Boost Your Sales in 2020

Nowadays, it’s almost impossible for new products to take off on Amazon without a helping hand. The marketplace is more competitive than ever, so you’ve got to promote your Amazon listing to gain traction.

Perhaps your product isn’t selling quite as well as it could. Promoting your Amazon product listing could provide the momentum it needs to produce more revenue.

Amazon draws in thousands of hungry buyers to their website every day, but you’ll need to get your product placed in front of others to get seen. By promoting your product, you’ll drive more visitors and sales to your products.

This isn’t just a short-term revenue boost, increased sales velocity will increase your keyword ranking for greater exposure and further sales- it’s a double whammy!

You’ve done your research, sourced your products and listed them for sale on Amazon – now the real work begins!

Now without further ado, here are five of the best methods of promoting your Amazon listing today:

Amazon Listing Promo Strategy #1 – Sponsored Ads &  Promotions

First of all, you might want to try squeezing more Amazon traffic to your listing using Sponsored Advertisements. The Amazon platform offers a variety of ways for FBA sellers to further promote their listings using Pay-Per-Click (PPC) and Amazon Marketing Services (AMS).

Then there is also the Lighting Deals feature for running quicker, time-sensitive promotions.

Tips For Promoting your Amazon Listing Using Sponsored Ads & Promos

1. Don’t Go In All Guns Blazing

Amazon PPC is an entire topic in itself. There’s a variety of ways it can be run with different placements, bids and costs associated. What’s important is you start with a small budget to find out what works and scale accordingly.

You’re paying for every click so don’t go in blind with only wishful thinking as your guide. We highly recommend reading the latest Amazon PPC best practices before you start.

You can also learn more about Amazon Pay-Per-Click and Amazon Marketing Services here.

2. Monitor Profitability Carefully

Simply running Amazon PPC to boost exposure does not guarantee you will sell lots more products. You’ll need to be targeting the right keywords so you get the most relevant traffic. Also, you’ll need a product that converts well for your campaigns to be profitable.

But don’t let this put you off experimenting. Running PPC unprofitably (in the beginning) can still be a valid way to promote your Amazon product. Even if it costs you a little it will drive purchases and increase sales velocity for keyword ranking.

If your product converts well and is profitable, your campaigns can be scaled up greatly.

3. Try Running Lightning Deals

Lightning deals are a great way to further promote products on Amazon. You can use them to clear off stock, boost sales ranking or kick off new product launches. They are time-sensitive promotions where buyers are only allowed to purchase one each.

Running lightening deals will get your product featured in Amazon’s “Today’s Deals”. Not only will you gain exposure, but Amazon will employ various scarcity tactics to further encourage purchases.

ASINs must meet specific criteria to be eligible to participate. This includes at least 20% off the current list price, 3.5 stars average and above, 20+ units in stock. There may also be an additional charge for certain categories. More information on lightning deals can be found here.

Amazon Listing Promo Strategy #2 – Social Media

Leveraging Social Media has a variety of benefits for FBA sellers. Primarily, it serves as another way to promote products, build trust and attract new customers. It also makes your brand look more professional and boosts your overall presence online.

Tips For Using Social Media to Promote Your Amazon Listing

1. Focus On One Channel At a Time

There are a variety of different networks worth getting in on right now. This including Facebook, Instagram, Pinterest, Snapchat and more.

Pick the one that suits your brand the best and focus on getting established there. Spreading yourself too thin across many networks is not an effective strategy.

2. Build Your Brand Profile

Look at similar brands that are already well established. Try to learn from what they’re doing and bring your own unique style out for yours.

Remember, it’s social media, so be fun, interesting and social. Just hard selling and running promotions won’t be very effective here. Think about your audience, share and create content to entertain, educate and persuade them.

3. Leverage Influencers

If you use influencers, you can jump straight into promoting your product. The right influencer can be worth their weight in gold. You’ll need to find someone who already has a great reputation and large audience/following who may be interested in your products.

Reach out and contact them directly to negotiate promotional and affiliate deals. Prices will vary depending on their social status, so make sure you choose wisely. If you’re focusing on Instagram, you should definitely be looking at using influencers.

4. Run Paid Advertisements

Social Media can be quite fickle, unless your content is so good that it goes viral or an influencer promotes you, your organic reach is quite limited. Until you’ve established a large following you might need to consider running paid marketing campaigns to help you reach your audience.

Paid marketing on social media can be very effective if you know what you’re doing. Here’s a great video if you want to learn more about promoting Amazon products using social media.

Amazon Listing Promo Strategy #3 – Blogging

Blogging is the act of writing online publications on a chosen subject. Visitors are typically hungry for information and solutions to problems and they are a great place to reach new audiences.

Just because blogging has been around a while doesn’t mean it’s not still an effective promotional strategy. In fact, it’s a great way to provide more information about your products, engage with readers and familiarize them with your brand.

Tips For Using Blogging to Promote Your Products

1. Create a Blog For Your Brand

If you’re serious about your brand, building your own blog is worthwhile. If you’ve already got your own website, start writing and creating useful content related to your products and category. Alternatively, outsource this task to a professional writer.

2. Leverage Other Blogs & Websites

Much like social media influencers, you can leverage other blogs and website to promote your Amazon listing. Reach out to other websites and see if they are open to featuring your product or running promotions.

Again you need to choose carefully. Consider their traffic and audience if you want to successfully drive traffic and sales to your product.

3. Post Purposefully and Regularly

Posting new content increases your chances of attracting potential customers. Plus the more content you publish, the more likely you are to be picked up by search engines.

However, this doesn’t mean you should start creating content just for the sake of it. Consider what your audience actually wants to know about and provide relevant content for them. The more interesting and engaging your content is, the more people you will naturally attract.

Amazon Listing Promo Strategy #4 – Build an Email List

Even in this age of social media and messaging apps, email marketing is still very much alive and kicking. Building an email list for your business is an asset that can be used to boost revenue and maximize customer value. If you do it right, you can use your lists to help launch new products on command.

Tips For Using Email Lists to Promote Amazon Product Listings

1. Harness Your Existing Amazon Customers

If you’re already generating sales on Amazon, you’ve already got an audience you can take advantage of and quickly run automated email campaigns to your customers. This can be a very effective way to get more reviews, vital feedback or drive re-purchases.

2. Build Your “Own” Audience

If you are selling through your own channels too it offers another chance to collect email addresses. In fact, you’ll have way more control over how you interact with them. This could be powered by your own store, social media channels or other related websites you own.

3. Create Lead Magnets

If you can create useful content for your target audience, you’ll have a chance to win their email address and join your list. Focus on providing incredibly helpful and useful but incomplete material. It’s a chance to demonstrate your knowledge and expertise but leave them wanting for more- which you can easily offer!

4. Cultivate Your List

An email list can quickly go stale if it is neglected. You don’t want people to forget who you are, only to receive promotions out of the blue. If you’re building a brand off of Amazon, make sure you keep your list warm by regularly getting in touch and providing value.

Amazon Listing Promo Strategy #5 – Deal Websites

These are platforms that Amazon sellers can use to distribute deals and coupons for their products. They can be easily used to promote your Amazon listing by tapping into a huge source of active bargain hunters.

Running deals is a foolproof way to quickly generate more sales. Thus, leading to higher ranking and greater exposure. You can still get a good number of reviews using deal websites even though they cannot be incentivized.

Tips For Using Amazon Deal Sites To Promote Product Listings

1. Find a Reputable Deal Site

There are quite a few different platforms for doing this, but here at Jungle Scout, we strive to be the best. We’ve seen many platforms charging $50 per product, but we allow up to 3 products for $29.99 with unlimited email campaigns too.

2. Make it a Deal Not a Giveaway

Remember, people here are shopping for deals. There’s no need to practically give your products away for free! If you can just about cover your cost of goods and Amazon fees it won’t cost you much to run these promotions.

3. Track Your Progress With Keywords

Since you’re running these deals to promote your Amazon product, you’ll want to be able to measure the results. We recommend tracking your keyword ranking using Splitly so you can see and measure improvements.

4. Remember To Follow Up

Once you’ve used a deal site to promote your product, you should take full advantage of these extra customers. If you’re using Jungle Scout you’ll have unlimited email campaigns, so why not use them? You may be able to gain valuable feedback, reviews or even repeat buys.

Now Over To You

Hopefully, at least one of these Amazon product promotion strategies has caught your attention. We know it can sometimes be frustrating trying to launch a product or increase product revenue. But once you do find a method that works for you, it will be scalable and repeatable for all your products.

If you’ve got any other strategies that have worked well for you, please let us know in the comments below!

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Amazon PPC

亚马逊Amazon PPC广告系列:我该如何构建产品的广告结构?

对于亚马逊PPC广告,重要的是要了解没有“完美”的方法来构建您的广告活动。 对于卖家而言,花费时间精力少表现不好的广告活动结构与一个耗时的“完美”广告活动结构之间总会存在权衡,这需要您监控每个产品的数千个关键字。

随着您的亚马逊业务的增长,您需要确保拥有适当的PPC广告活动结构,可以轻松扩展以支持您不断增长的广告活动。

这意味着在开始使用Amazon PPC之前考虑如何构建广告活动至关重要,因为在广告活动设置完成后,很难改变广告活动的结构。

广告活动结构:时间精力 VS 广告精度

在开始使用Amazon PPC之前,卖家应该仔细考虑他们想要投入PPC广告活动优化的时间和精力。 需要较少精力的广告系列也意味着与广告活动优化相比精度较低,反之亦然。

  • 时间精力:创建和维护广告系列和广告组需要多少时间和精力?
  • 精确度:您对广告活动和广告组进行了多少细粒度控制(即设置单独的关键字出价),以确保最低的广告费用并实现最高的销售额?

根据您的个人利润目标,您可以通过多种方式构建PPC广告活动,以帮助您在时间精力和广告活动精确度之间找到平衡点。

在Sellics,我们设计了一个PPC活动设置,目标是我们认为在下面显示的活动结构的两个极端之间的最佳中间地带。 我们推荐的广告活动结构旨在实现低维护和可扩展性,专注于为您提供精确广告组中细粒度关键字控制的优势,而无需监控大量关键字。

PPC广告结构:

amazon sponsored products structure

 

您的广告活动和广告组的目标

我们的PPC广告活动设置背后的主要理念是帮助您在每个广告活动和广告组中实现特定目标。 我们的广告活动结构旨在帮助您整合和最大化不同广告活动和广告组提供的优势(您可以利用不同的关键字匹配类型+否定关键字),而无需花费大量时间来优化您的PPC广告活动。

自动Automatic广告活动(目标:关键字研究,出价等级:低)
运行自动广告活动的主要目标是让亚马逊不断将新的客户搜索词与您的产品广告相匹配。 作为正在进行的PPC广告活动优化的一部分,您将定期监控自动广告活动中显示的新搜索字词,并确定为您的广告生成订单的新搜索字词,并将其作为关键字添加到广泛匹配广告组中,其中包含新关键字 可以优化。

广泛Broad匹配广告组(目标:确定热门关键字,出价级别:中等)
您的广泛Broad广告组的主要目标是让亚马逊将新搜索字词与此广告组中运行的关键字进行匹配。 这样,您就可以确定要转移到精确Exact广告组效果最好的关键字,您可以在其中调整各个关键字出价。

广泛Broad广告组中的关键字定位也比自动广告系列更准确。 但是,由于您仍然依赖亚马逊将相关搜索字词与您的关键字相匹配,因此并非所有匹配的搜索字词都与您的产品相关。 因此,我们建议您为广告组设置中等级出价。

精确Exact匹配广告组(目标:生成销售,出价级别:高)
您的精确广告组中的关键字是您产品最相关的关键字,您的精确广告组的目标是尽可能多地生成销售。 在精确Exact广告组中运行的关键字将吸引更高的搜索量(因此更高的销售潜力),这意味着您的关键字竞标价格也将更高。

但是,您需要在您的精确广告组中积极竞价,因为您知道这些是可以很好地为您转换的有利可图的关键字。 您还可以在精确Exact广告组中调整各个关键字出价,从而更好地控制每次点击费用。

为什么不包括词组Phrase广告组?
我们建议卖家仅使用广泛Broad和精确Exact匹配类型。 广泛Broad匹配类型将涵盖在词组Phrase中找到的所有单词变体,并找到词组Phrase未涵盖的其他变体(即以任何顺序出现的单词变体。)基本上这意味着在词组Phrase中找到的所有搜索词都将被广泛Broad匹配涵盖。

因此,为了帮助卖家简化他们的PPC广告活动设置,我们的建议是完全跳过词组匹配类型。 当然这只是我们的推荐,如果是您的个人设置偏好,您可以选择使用词组广告组。

否定关键字(学会控制客户流量)
否定关键字在您的PPC广告活动创建(直接客户流量到广泛和精确广告组)和广告活动优化工作(从正在投放的广告活动中排除不需要的客户搜索字词)中起着至关重要的作用。

如何使用否定关键字来控制客户流量?

要了解否定关键字在您的PPC广告活动设置中的重要作用,您必须首先清楚了解广告组和广告活动的各个目标,如上所述。

您的精确Exact广告组的目标是最大化销售;您将对Exact精确关键字出价最高,因为这些是为您转化的关键字。因此,您不希望在其他广告组中对这些关键字出价,因为您已经在Exact中积极竞标它们。

您的广泛Broad广告组的目标是让亚马逊将新的搜索字词与在广泛Broad中运行的关键字相匹配,并帮助您识别要添加到Exact的新关键字。

自动广告活动的目的是进行关键字研究;您的目标是让亚马逊不断将新的客户搜索字词与您的广告相匹配。不过,您也不想对自动广告组中已在其中投放的相同关键字出价。因此,您还会将自动广告关键字添加到自动广告活动的“否定词组”中。

为什么要将“广泛”关键字添加到“词组否定Negative Phrase”?

在自动广告活动中,您需要避免对广泛广告组中运行的关键字以及亚马逊与每个广泛关键字匹配的搜索字词进行出价。 如果您只是将广泛关键字添加到“精确否定Negative Exact”,则只会排除广泛关键字,而不会排除每个广泛关键字生成的搜索字词。

因此,通过将“广泛”关键字添加到“自动广告活动”的“词组否定Negative Phrase”,您可以确保自动广告活动仅将新的客户搜索字词与您的广告中尚未在广泛广告组中运行的广告匹配。

 

有关在PPC广告活动设计期间使用否定关键字的指导,请参阅下表:

negative keywords amazon ppc

 

本文翻译自sellics,仅用于交流和学习目的使用。

如果我的翻译工作有侵犯到您的权利,请及时与我联系。

英文原文地址 :https://sellics.com/blog-amazon-ppc-series-structure-ad-campaign

 

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