Tag Archives: amazon automatic campaign

Know How You Can Sell Products That Don’t Sell

SALES DOWN ON AMAZON

Every product listed on any of the e-commerce websites is for selling but is that what is happening in reality? Nope, not really. Great products are not selling. Now, Why don’t the products that are of great quality and purpose not sell? Pricing, presentation, and placement may be a few reasons being the reason behind their failure to sell.

Non sold items become a liability for the e-store sellers and become a dead stock and in most cases, the sellers have to clear the stock in the way of sale or discounts, which indirectly, hurts their business. In fact, the current scenario is such that even the low-priced stuff and on discount are not sold either. They remain on the stocks for more than six months period.

Items often listed in discounts and sale have an invisible sign saying ‘not sold first time on display’ or ‘defected and discounted’.Such is the mentality of people who prefer buying stuff from a new product line rather than from the ‘discount’ list.

Firstly, it is important t understand why the particular high-quality product was moved to the clearance stock. Well, not having them advertised or shown off might be the main reason for a no-show. Adding a new product and the customers not being informed, will not the product on its own. The customers need to be informed and an interest needs to be created in order to sell.

Any e-retailer, big or small, has to take some important steps in order to sell their products and prevent their products from going into clearance stock. Here we have listed a few ways they can sell products that don’t sell.

  • Offers that attract and compel to buy

When a product is not selling despite being good, it is time to consider offering a few incentives and offers that will prompt the buyers to make the purchase. Offering the product as ‘buy one plus one’ and increasing the sales by selling two products combination at a price lesser than the original price. This will help in increasing the sales volume and clearing the dead stocks.

Another offer that can be made is adding another fast-selling similar product and selling both items as a combined deal. This will attract the buyers and help in selling the product that you want to sell.

  • Present comparisons

Any buyer in any part of the world has the fascination with a comparative pricing and features and attributes. If an e-retailer presents his or her products alongside another product with a higher pricing or lesser features and attributes, the buyers are more likely to go with the product which is comparatively lower in cost or has higher features and usability.

  • One time deals

Anything that is scarce and is for a limited period is always fast selling and in high demand. Create ‘limited period’ deals or ‘one-time’ deals that will pike the interest of the buyers and attract them to make an instant purchase.

  • Create scarcity

Again the principle of creating scarcity for a product will have an effect on the buyers and help in selling your product. It is often seen that products that are available anytime have a lesser selling rate. words like ‘Limited quantity available’ or ‘Offer till stock lasts’ tell the buyers that the product is in high demand, which inversely increases the demand of the product.

  • Check on your pricing

Most often products with too high or too low pricing don’t sell. High priced items may not sell as they are not affordable by many and low priced items may be a sign of low quality and low demand for the product. Thereby, having the correct pricing is of vital importance in making sure your products sell and also, earn your profits.

  • Provide complete information about the product

Lack of proper and complete information relating the product may be the reason for it not selling. Educating the buyers regarding the product, its benefits and uses will help them select your product over others in a similar category.

The bottom line is that the sellers need to be induced to buy your products and you need to come up with strategies that will prompt them to buy your product.

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How One Can Make Use of Amazon’s Marketing to Their Advantage

Grow your business on Amazon

Amazon is simply the biggest and the best e-tailer marketplace over the internet. What’s more, it shifts the burden and responsibility of bringing in the traffic (who are serious buyers) to your product listings. It also boasts of the highest conversion rate compared to other e-commerce sites, says about 15%. This happens since most of the traffic comes with the mindset of buying and the intent is clear since they start looking for the product they want or need immediately instead of simply browsing through the pages (this constitutes about 10% of the total traffic on Amazon).

For the purpose of driving the traffic to your page, you also need to optimize and take advantage of the various marketing tools especially launched by Amazon, both for the benefit of the buyers and the sellers.

Here are a few tips on how you can optimize on the strategies that will help in higher conversions.

  • The Title is what attracts the buyer

Think from the viewpoint of the buyers and you will see that the title is the most important element on your product detail page which is the first thing that will catch the buyers’ attention and pike their interest to come and view your product. Having a catchy title is a must but optimizing on the title by inserting a couple of keywords is what will do the trick.

This will help in better ranking for your product when the search is made. Keep in mind that your title should contain the
– brand name
– special features and characteristics
– product’s name

The main intent of creating a title should be to educate the buyers about your product before they visit the products’ page. In order to get the best possible title, sellers can make use of various tools like the Simple Keyword Inspector, Merchant Words, and Google Keyword Planner. Also, Amazon will recommend the best-suited title for you.

  • Images say it all

Catchy and attractive images will attract the buyers to view your products and also create an interest in their minds regarding visiting your product listing page. Images and pictures that have an emotional quotient work better than anything else. Thus, use HD images for your product listing page.

However, there are certain rules regarding image usage that sellers on Amazon have to follow. Amazon allows only images of the products clicked with a white background since they believe that the images with white background work better than any other images. Also, the image cannot have pictures of accessories that are not accompanied with the product as they can be misleading and misinterpreted.

Invest time, effort and money in getting the best shots of your products, from various angles, special features and product in action in order to attract more buyers.

  • Sponsored Products ads

Amazon offers its sellers some of the most amazing marketing tools that they can avail and optimize in order to increase the traffic to their page and also, subsequently increase the sales. The Sponsored Products ads are the PPC version initiated by Amazon that is product based instead of merchant-based.

The program is created to benefit the sellers where they get to choose the product they want to display, throw in the keywords, have an attractive title and pay the cost only when a visitor clicks on the ad link. The product appears when the buyer keys in the keywords during the search. The buyers are directed to the listing page upon their clicking on the product link.

  • Amazon advertising help

Amazon has rolled out a few marketing strategies that help vendors in attracting more visitors and increasing their sales volumes like the Display ads, Video ads, Sponsored Products ads, Buy Box and more. Their expertise in the e-commerce field gives them an edge over their competitors and gives them in-depth knowledge of how to lure the customers and keep them engaged and have a higher conversion rate and Amazon comes forth to help the sellers and vendors in gaining traffic and business.

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How does bidding work – Amazon Sponsored Ad

How does bidding work - Amazon Sponsored Ad

When you bid for your Amazon campaigns, it can almost be considered a perfect science. In Amazon, the seller bids on the search terms. The one with the highest bid and a quality ad, wins. When a customer searches that term, your ad will show up and you won’t have to pay for that ad until the customer clicks on it.

When a seller begins an Amazon PPC campaign, they are usually confused about their starting bid. The best way to start is by an incredibly high AcoS, using the Inch-Up Method. Once you start bidding, you will have enough data. In the Amazon Product Ads Program, instead of paying a revenue amount of share, the pay per click and then you get the same amount of traffic on your site as a traditional shopping engine works. It converts very well and their CPC is the highest.

How to optimize your bids in a new sponsor product campaign ad 

Most sellers choose one of the two methods for bidding, which actually depends on finding the smallest bid you need to get the most information possible. Now, there are two different strategies, them being Fast and Sloppy, and the other one is called the Inch-UpMethod.

In the Fast and Sloppy method, the strategy that is used involves bidding aggressively. Overshooting prices and then lowering it is also done. It’s still pretty huge on Amazon. When you use this process for a few months, you will end up with a lot of areas where you overspent, and what you should have done instead.

The better strategy is using the Inch-Up Method. The way that good PPC optimization works is to find the smallest bid and get the most information. With a small bid, you can get a keyword you are not sure about and don’t know how it will perform. In the start, it goes from zero clicks to more conversions by the end of the week. The same conversions that you pay more for in the Fast and Sloppy method, you pay less at the Inch-Up Method.

The Inch-Up Method Helps Avoid Over-Spending

This method helps you save your money. You will have to constantly overshoot, repeating the process of hundreds of keywords that you are going to probably use for search terms. You will have to brainstorm many strategies in order to get the right keywords to make better conversions. This method helps you find the smallest bid which gives you the most information. Once you get your conversions, you know where to bid. You know how to increase your AcoS and how to get better profitability. So, you know when and how to bid aggressively. This process is slow, but it saves a lot of money when you use and throw hundreds and thousands of keywords in the course of a year.

You are always bidding on keywords, remember that. It doesn’t matter if you choose Automatic or Manual, it is all for keywords. With Automatic, you don’t get to know the number of keywords that are generated for your campaign. The only thing you get to set is the amount you have to pay for Amazon. It is not recommended unless you have an unlimited budget, so you must always choose wise words and bid only as much as your budget allows you too.

The higher your bid is, the better your ad real estate will be. But, if there is a tie between the winning bid of an Automatic and Manual, Manual will get the prime real estate. So, you should always go with Automatic if you don’t know what keywords you need to use, or what did you have to make in order to get profits and make your business succeed, since it is probably your first time doing something like this.

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Sales from organic listings or from clicks on sponsored ads

Sales from organic or sponsored Ads on Amazon

Amazon Sponsored Products ads are one of the most powerful tools used for driving sales for Amazon sellers. These ads are pay-per-click (PPC) ads that drive traffic to Amazon product detail pages. They are based on certain keywords that drive traffic to a desired product detail page that exists within the Amazon platform.

Sponsored Products ads can appear in Amazon categories such as Appliances, Arts, Crafts, & Sewing, Automotive, Baby, Beauty, Cell phones and accessories, Clothing and accessories, Collectibles, Computers, Electronics-Audio/Video, Electronics-Mobile, Fine art, Grocery and gourmet food, Health and personal care, Home and kitchen, Industrial and scientific, Luggage, Movies and TV, Music, Musical instruments, Office products, Outdoors, Patio, lawn, and garden, Pet suppliers, Shoes, Software, Sports, Tools and home improvement, Toys and games, Video games and Watches.

How to Build Amazon Sponsored Products Ads

There are two ways to make your campaigns using Sponsored Products: Automatic Targeting and Manual Targeting. While Automatic Targeting allows you to skip the process of selecting keywords, it also gives a lesser amount of control as compared to Manual Targeting. Manual Targeting allows you to identify the keywords for searches.

1. Start with Automatic Campaigns

With Automatic campaigns, Amazon targets your ads to all relevant customer searches depending on your product information. You must select the best keywords for your products. By bidding on the right keywords you can improve your page sales rank and organic listings. You should always analyze the customer search term data in order to make strategic decisions and know which keywords to bid on.

2. Keywords from Amazon Search Terms Report

Amazon Search Terms Report provided sellers with data regarding the statistics of the customers, including impressions, clicks, sales that each search term received. Now, with the changes, you can see that the words are converting well but Amazon does not tell us which SKU it is associated with it. This has made it difficult for sellers to identify which keywords work for which products.
3. Campaign Structure:

You should build your campaign structure with only 1 SKU per ad group. This increases the precision of bid adjustments and keyword harvests.

4. Choose a Quality Keyword

You should always look at the raw data while analysing your Search Term Report in Sponsored Products. You will find information through:
Order Numbers
Product Sales
Clicks per keyword

5. Manual Campaigns

You must build your Manual Campaigns by adding the SKU to bid on each keyword. Keyword harvesting will remain a continuous process as there always occur shifts in the market, including seasonal trends.

6. Select Your Keyword Match Types

When you create a keyword in Campaign Manager, you should always specify your match type. It lets you fine-tune which search terms are working and which appear on your ads. There are three types of keywords: broad match (offers broad traffic exposure), phrase match (search terms contains the exact phrase), and exact match (exactly match the keyword in order), from which you can select one.

7. Generate a Competitive Bidding Strategy

Once you’ve selected your keywords, you need to bid on them and use them for as long as your campaigns are running.

8. Use Negative Keywords

You must identify which keywords are posing negatively on your product and get rid of them from your ad campaign. By doing this, you refine the performance of your Sponsored Products campaigns.

Conclusion

Your success on Amazon depends on how you strategize and make SKU adjustments and optimizations. You must analyse your consumer and product data. With the immensely increasing competition on Amazon Sponsored Products, you will be able to get a hands-on strategy. 

 

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Know the 5 mistakes for a brand to avoid when using Amazon marketing services

Amazon Marketing Services is very important for brands to get people in their stores and achieve high conversion rates. But, once you have launched an AMS campaign, there is a lot of work that needs to be done. You need to monitor your activities carefully and try getting the best possible results.

According to what we have searched, these are the biggest mistakes that a brand can make when they use Amazon Marketing Services.

5 Mistakes while doing Amazon Marketing Services

Here are the 5 mistakes a brand must avoid when using Amazon Marketing Services –

1. Setting up an Amazon Marketing Services Campaign and forgetting about it 

The easy part is creating a campaign and launching it. But, what is dangerous is to assume that extra conversions will happen automatically. If you want to make the most money out of your advertisement costs, you need to examine the campaign’s data and look up all your faults and good parts so that you know what works and what doesn’t.

Amazon Marketing Services gives us detailed methods for reporting for each campaign of ours. After a campaign has been launched and is all set up and running, some keywords and performances are to be adjusted and analysed in order to make more efficient ones.

2. Not paying attention to Automatic Targeting Options

When you use automatic targeting, you do not need to add your own keywords. Amazon does this on its own and targets these ads to whichever customer it suits the most. These ads are sent to relevant customers who want similar products and product information, and this helps you reach your targets well. But, this method depends a lot on how much Amazon’s Average Cost Per Click (ACPC) for ads works. If this is used, then you get more ads when you insert your own keywords. You should also learn which keywords are being used by customers in order to find your products, and then use them in your ads by adding them manually. In the start, it is better to use automatic targeting for at least a month.

3. Not making effective use of the Customer Search Term Report

The AMS Customer Search Term Report lets you know what people ask about your products, all their doubts and concerns regarding the products. This will help boost your keywords. This data helps you find out which search terms are most used by shoppers.

Each brand has a different vision, separate goals. But, they all have common data points that you might want to catch up on and use in your searches. You must keep an eye on the report, which includes impression volume, branded searches, unbranded searches, sales, CPC and CTR. If you keep notice of this, it will help your ads reach the right people with the best ways.

4. Not describing your campaign name properly 

By using Amazon Marketing Services, brands are able to run multiple campaigns at once. You must keep your campaign name extremely descriptive, yet precise. It must let the customers know your product and be clear about it, as well as the ad campaign. Include information like brand names, dates, product descriptions, and AMS ad campaign types. This lets the people know about the products that are being advertised without actually having to click the campaign.

5. Not running your ads for the whole year

You may think that it is better to run ads for the time of the year when it is most relevant, but that is a false notion. You should advertise products whenever you can, as they can be used at any time, by any ad for leverage. If you post your campaigns for a long time, it targets shoppers with your ads and it also helps learn about which keywords and trends work the most. It allows you to figure out what works for your products and what doesn’t.

Conclusion

There is no such thing as ‘perfect’ in an ad campaign. You must use everything you can and every tool that is there in order to make your campaigns as good as possible. Make the most out of Amazon Marketing Services.

 

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Tips to develop an effective value-based pricing strategy that works wonders on Amazon

Except for the fact that the customer is king, what is the next most important thing you learn from marketing and business? Those making profits are necessary. After all, wouldn’t you want your customers to pay you the maximum price and help you make the most profits?
But the question here is: How to set a price which is not too less, not too high, which might result in potentially losing sales?

A great way to determine the best price for customers is by the method of value-based pricing. It determines the maximum selling price, which does not lose any customer or sales. This is beneficial as it maintains sales levels and brings strong revenue to the business.

Value-based pricing in simpler terms is how worthy a customer finds a product to be. In this pricing strategy, rather than pricing a product based its net costs to the seller, the seller sets the price according to its perceived value, as seen by potential customers. Value-based pricing has been used for many years in sales. This approach gives birth to great profit margins when there is the short supply of product and hence, the value of it rises in the eyes of the customer. The ultimate goal of value-based pricing is to fix the maximum amount a customer would be willing to pay for the product and maximising your sales and profits.

 

value based pricing on Amazon

 

When you are trying to implement a value-based pricing strategy, you must keep in mind what your competitors are charging for similar products. Do proper research, ask your customers, take surveys and interviews. When new technology comes in the middle, identifying similar products can be a tad bit difficult. They may simply not exist. In such cases, you need to find the next best option you have. You need to know what your customer would buy had it not been your product.

Once you have worked out every detail that needs any additional improvement, you can determine the maximum value based price for your product. You need to identify which features of your product set it apart from those of your competitors. You need to have a unique feature, it could be the services you offer, delivery time, availability of customer service and returns or refunds policy. Such benefits help in providing value to your customers, which can significantly boost sales, profit margin and overall revenue for your business.

Value-based pricing is important as it allows you to charge the maximum price your customers are willing to pay, without losing them. It can be extremely effective when used with a strong marketing strategy.

Sometimes, mistakes happen while ascertaining the price value and putting it forward. Some clients don’t have the product knowledge to truly understand the value of the product and its performance. Some businesses consider that everyone knows everything, which is a common mistake made by them.  They sometimes forget that customers may not know it all.

However, by using effective marketing techniques, the customer can be educated so that they understand the value of the product. Value-based pricing, when executed well, can improve sales rates and the profitability of each sale. Through extensive research, market details and customer relationships, one can determine the maximum price a customer is willing to pay for a product.
Value-based pricing can be used in many industries and for almost every product, What matters most is, how you execute it. The best execution of value-based pricing strategies happens when the price is barely mentioned. What is to be focused on is the particular value of the product to the individual customer.

When implemented with strategies to increase rankings on Amazon, this strategy helps increase profits and grow the business. Amazon’s RANK methodology and full e-commerce digital marketing solutions, help in the same.

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6 tips for optimizing Amazon Sponsored Ads

Amazon is steadily growing to be one of the top e-Commerce websites in the world and almost everyone is visiting or buying from the site. One of the biggest advantages any seller can have through Amazon is Amazon advertising and as a seller, if you do not optimize the PPC or Pay Per Click ads or sponsored ads, it will be a grave mistake on your part. You have to keep in mind the cost incurred for marketing has to be lesser than the price of the products you are selling on Amazon.

Amazon advertising is on a boom and the main reason for this boom is Amazon sponsored ads. Sponsored products ads are on a rise and constitute about 75% of the ads on Amazon. Most product searches are made on Amazon and sponsored products ads is a major component of the advertising strategy that will help sellers bring their products to the forefront and into the notice of the buyers. However, questions often plaque the sellers as to which products and keywords should be added to which ad group and how should one categorize the products and such. Well, there are no set criteria for the organization of products into groups and there are no set rules on which keywords work and which don’t.

Here are 6 key tips that will help the sellers make the most of the sponsored ads strategy in order to be visible to the buyers.

     1. Have consistency in your campaigns 

PPC campaigns have a structure that needs to be followed and will have one or more of the characteristics such as the brand(e.g. Nike, Adidas, etc.), product listing (e.g. sportswear) and top sellers (for e.g. in the top 5).

It is important to have a consistent structure for your products, irrespective of the organizational method employed. Otherwise, the ads will get repeated under different criteria and this will create confusion.

     2. Have relevant keywords

Searches are made based on keywords and any marketer knows the importance of correct keywords to make the campaign a success in digital marketing. Similarly, in Amazon too, using the right and relevant keywords that will lead to the sponsored products ads is the key to its success.

Also, you can test which set of keywords match your campaign and set it to ‘broad’ for a few days and increase the budget for a few days. This will help in finding the right and relevant keywords for your campaign. Amazon gives you the choice to use the relevant keywords and options that help you in doing so.

Amazon Keyword types

3Have similar products in the same ad group

As we have understood that keywords are the key to the success of any ad campaign, it is also vital to know that each ad has its own set of products and keywords pertaining to the products. Thus, it is important to categories all the products pertaining to the keywords and the ad group in one group to make it easier for Amazon to identify the right product for the keyword that has been entered while searching.

     4. Let Amazon identify the relevant keywords for you

You can run an automatic and a manual campaign simultaneously and after a week or two of running the automatic campaign, see which search keywords have yielded better sales. Run these searched keywords in the manual campaign.

Amazon Automatic and Manual Campaign

      5. Make use of Amazon’s listing text 

Amazon shows only those products in the sponsored products that meet its listing. Check and recheck if the keywords are relevant to the products and are included in the listing texts such as description, headings, and sub-texts for the product to appear during the search.

     6. Use more of long-tailed keywords  

Customers prefer to type in the entire sentence instead of just keywords when looking for a product. For instance, a person looking for a Nike sports shoes of a particular color and make will type in ‘Nike sports shoes in black’ instead of just ‘Nike shoes’.

Also, these long tailed keywords will help in eliminating competition since the buyer’s intent and requirement becomes specific and it will help Amazon to run your product when the search is made.

For further assistance on Amazon sponsored ads, Amazon automatic campaign or Amazon manual campaign, please feel free to contact us on info@bmconsulting.in. You may also visit our website www.bmconsulting.in for more information.

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