By Ruth Richter • December 12, 2017

Amazon|Are Amazon Ads a Worthwhile Investment?

Increase your Amazon Store’s Traffic

Small business owners must be choosy with their advertising dollars. Selecting the platform that will garner the most visibility and clicks for any ad is vital. Amazon Marketplace offers an advertising platform that promises greater visibility, but is it worthwhile for a business working to increase their e-commerce traffic?

Research shows that it just might be valuable. A 2016 study, published on Business Insider, indicates that 55% of people from among the 2,000 consumers they surveyed skip Google and other search engines when shopping for products and head straight to Amazon. Google remains the top B2B product search tool, but Amazon is now the preferred B2C shopping place.

Exploring and using this information and then applying it to your e-commerce marketing strategy can make a profound impact on your business.

Where to Advertise Products for B2C Companies

Companies who focus on attracting B2B sales can safely put their advertising dollars into search engine marketing to continue attracting buyers at the point of decision making, but increasing B2C e-commerce business needs a different approach.

Knowing that Amazon pulls more shoppers and, by extension, clicks from searchers is important. You can tailor your ad budget and focus on Amazon as the primary platform for your needs.

Amazon Ads Explained

It’s helpful to think about Amazon itself as a gigantic search engine, just one tailored especially to shoppers. Once you shift from thinking about it as a sales platform into thinking about it as as search engine, you can start to understand how Amazon ads work and how you can use them to your advantage.

Amazon offers several advertising options. Sponsored Products are similar to Google Display ads and feature a large picture of your product with the ability to click it and go to the product on the Amazon site. The process to set up Sponsored Ads is also a lot like Google Display Ads. You pay only for actual clicks on your ad, and you have to set up a budget for the ad campaign along with keywords.

When someone clicks on a Sponsored ad, they end up on your Amazon landing page. Pay particular attention to your landing page and make any adjustments that you can to increase visibility of sponsored items for the duration of the campaign. This may enhance their sales.

Amazon reports on several ad measurements including:

  • Campaign
  • Ad group
  • Impressions
  • Clicks
  • Click thru rate
  • Cost per click
  • Conversions/number of orders placed
  • SKU for the sale

You should set up the reports in Seller Central to automatically be generated and then export them to Excel for the easiest way to analyze them.

Catching Customers at the Decision Point

Shoppers use Google when searching for options and locations for goods they are interested in. They typically turn to Amazon to find a specific product and are usually eager to make a purchase. Even if they don’t buy it now, Amazon’s wish list feature means they can store a link to your Amazon landing page and purchase it later.

Because Amazon reaches customers at a critical decision-making point, it’s a great place for advertising. It’s proven as a strong B2C platform. With the integration of Sage, it’s even better.

Easy Sage 100 Integration with IN-SYNCH

ROI Consulting’s IN-SYNCH enables you to integrate Sage 100 with Amazon and dozens of other platforms or cart systems without any programming knowledge.

For more information on IN-SYNCH, visit ROI Consulting or speak with someone at ROI Consulting today. Contact ROI Consulting online or call us at 402-934-2223, ext. 1.