An effective marketing plan and the first campaigns on Amazon – a step-by-step guide
25 Mar 2024
Marketing Strategy and Advertising Campaigns on Amazon
In today's digital e-commerce world, Amazon is one of the primary places where brands can establish themselves and grow their sales. However, to succeed, it's not enough to simply list products. A well-thought-out marketing plan and effective advertising campaigns are necessary. In this article, we will show you how to create a strategy step by step that will deliver measurable results.
Before you start creating your plan, we encourage you to check out our previous articles, which provide a solid foundation for understanding the topic.
Chapter 1: Goal – where do we want to reach?
Let's start with the basics – marketing goals. They set the direction for our actions and allow us to measure progress. However, they must be realistic. If you are just beginning your journey with Amazon, instead of dreaming about increasing sales by 300% in the first month, consider a more attainable goal, such as getting your first 50 product reviews or increasing sales by 10%. These goals must be SMART – specific, measurable, achievable, relevant, and time-bound.
Chapter 2: SWOT Analysis – know your field
The SWOT analysis will help you understand not only your own products and capabilities but also the market and competition. By assessing your strengths and weaknesses, look for answers to questions such as how your products stand out from other offers on Amazon, and what resources you have (e.g., budget, knowledge, experience). Opportunities and threats are beyond your control, but identifying them will help you prepare better for market changes and competitor actions.
Chapter 3: Marketing Strategy – planning is key
The marketing strategy is the heart of your actions. You should determine which types of campaigns best fit your goals.
PPC Ads on Amazon: We will focus on three types of campaigns: Sponsored Products for individual products, Sponsored Brands for building brand awareness, and Sponsored Display for retargeting and increasing reach.
Campaign Structure: We group similar products and match them with appropriate keywords, creating a coherent and logical campaign structure.
Keyword Research: We will use tools such as Amazon Keyword Tool to find phrases that attract traffic and conversions.
Action Schedule: We plan our actions considering shopping seasonality, preparing special campaigns for periods like Black Friday or Christmas.
It is important that each campaign is well-planned and meets the specific needs of your brand.
Chapter 4: Budgeting – investing in the future
Budgeting advertising campaigns is one of the biggest challenges for sellers. You must determine how much you are willing to invest to achieve your goals while not risking too much. It’s a delicate balance, but with the help of accurate forecasts and analyses, you can determine the optimal budget that maximizes return on investment while minimizing risk.
Chapter 5: Control – measuring progress
It is not enough to launch a campaign and expect results – you must track progress and adjust strategies in real time. KPIs such as advertising cost of sales (ACOS), total advertising cost of sales (TACOS), conversion rate, and CTR (Click-Through Rate) will help you understand which elements of the strategy are working and which require optimization.
Chapter 6: Campaign Building – the art of matching
Creating advertising campaigns on Amazon is an art. You need to find the right balance between width and precision. Grouping similar products and selecting appropriate keywords is just the beginning. Remember to also use different types of keyword match types to reach the widest possible yet relevant audience.
Chapter 7: Optimization – the key to success
Even the best-planned campaign will require ongoing modifications. The e-commerce world never stands still, and consumer behavior as well as Amazon's algorithms are constantly changing. Therefore, optimization should be a permanent element of your strategy. Test different approaches, keywords, budgets, and watch which changes yield the best results.
Summary
Creating an effective marketing plan and campaigns on Amazon may seem like a complex task, but with a good strategy and continuous optimization, you can significantly increase your chances of success.
When creating campaigns, remember about consistency and testing. A coherent structure and relevant keywords are essential. Don't forget about patience either. Campaign optimization is a process that takes time and ongoing testing.
Implementing the described plan is just the beginning of your journey with marketing on Amazon. E-commerce is a dynamic environment that requires our constant attention and strategy adjustments. Remember that every brand is different, and what works for one may not work for another. Therefore, the key is continuous testing, learning, and adapting strategies to your needs and goals. Let’s remember to track results, analyze data, and continually optimize our actions. Good luck!