An effective marketing plan and the first campaigns on Amazon – a step-by-step guide

In today's digital e-commerce world, the Amazon platform is one of the main places where brands can establish themselves and grow their sales. However, to succeed, it is not enough to simply list products. A well-thought-out marketing plan and effective advertising campaigns are needed. In this article, we will show you how to create a strategy step by step that will enable you to achieve measurable results.

Before starting to create the plan, we encourage you to familiarize yourself with our previous articles, which provide a solid foundation for understanding the topic.

Chapter 1: Goal – where do we want to get to?

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 starting your journey with Amazon, instead of dreaming of increasing sales by 300% in the first month, consider a more achievable 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 – understand your field

SWOT analysis will help you understand not only your own products and capabilities but also the market and competition. In assessing your strengths and weaknesses, look for answers to questions such as how your products stand out among other offers on Amazon, and what resources you have (e.g., budget, knowledge, experience). Opportunities and threats are beyond your control, but identifying them properly will help you better prepare for market changes and competitive actions.

Chapter 3: Marketing Strategy – planning is essential

The marketing strategy is the heart of your actions. You should determine which types of campaigns best suit your goals. 

Amazon PPC Ads: Our choice will fall 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 relevant keywords, creating a coherent and logical campaign structure.

Keyword Research: We will use tools such as Amazon Keyword Tool to find phrases that will attract traffic and conversions.

Action Schedule: We plan our actions, taking into account shopping seasonality, preparing special campaigns for periods such as 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 need to 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 turn on campaigns and expect results – you need to 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 must find the right balance between breadth and precision. Grouping similar products and selecting the right keywords is just the beginning. Also, remember to utilize various types of keyword match types to reach as broad yet relevant an audience as possible.

Chapter 7: Optimization – the key to success

Even the best-planned campaign will require continuous modifications. The e-commerce world is never static, and customer behaviors and Amazon’s algorithms are always changing. Therefore, optimization should be a constant part of your strategy. Test different approaches, keywords, budgets, and observe 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, let’s remember to be consistent and test. A coherent structure and relevant keywords are essential. Let’s not forget about patience. Optimizing campaigns is a process that requires time and continuous testing.

Implementing the described plan is just the beginning of the journey with Amazon marketing. E-commerce is a dynamic environment that requires our constant attention and adjustment of strategies. Remember that every brand is different, and what works for one may not necessarily work for another. Therefore, the key is continuous testing, learning, and adjusting strategies to your own needs and goals. Let’s remember to track results, analyse data, and continually optimize our actions. Good luck!