In this post:
Check out this TribeTalk from our Marketing Specialist, Kathryn Betancourt chatting with our Director of Operations, J.P. VanderLinden, and one of our Growth Specialist, Melanie D'Angelo.
We often talk to Amazon sellers who want to run digital ads for their Amazon stores/listings from other platforms. The challenge is always in tracking/optimization. Is it working? Are the Facebook, Google, and Pinterest ads actually driving the Amazon conversions? How do we teach the ad platforms what to do more of?
Earlier this year, Amazon rolled out a solution to help with the first question. There's a dashboard in Amazon Stores that displays data by source including visits, page views, sales, and sales units. This isn’t just for Facebook but also tracks ads on Google, Pinterest, etc. See the picture below.
This helps pull data into Amazon but there are still issues for how to pull data OUT to other systems. It's not perfect, but it's more than we've had before, and it might be enough for folks to start exploring.
We've also discovered thatSellerly, a collection of Amazon business tools by Semrush, offers excellent marketing tools for Amazon listings designed to make selling on the marketplace easier and more effective. If Amazon's data insights are still not sufficient for you, give Sellerly a try!
Marketers understand that different ad types work better at different parts of the funnel. For example, Search is great at BOFu, Display at TOFu, etc. But what about how they work together?
Google released a report that marketers advertising on YouTube saw better conversion volume and rates from their Search campaigns. Specifically, Search conversions were 8% higher, conversion rates were 3% higher, and Search CPAs dropped 4%.
We all know that advertising on YouTube increases brand awareness and ad recall. The big questions are: Is this something driven by traditionally understood marketing practice? Or is Google itself actually influencing the algorithm to favor buyers who spend across multiple components of it's ad platform?
Regardless of what’s going on Google’s side, we recommend testing YouTube. Don’t just measure the direct performance, also measure the "halo effect" on other channels like Search & Social.
Yabba DABA Do!! Let’s discuss Facebook DABA campaigns. We think these campaigns have a lot of value for our clients.
Most folks think of Dynamic Ads as only supporting retargeting your website visitors and app users, limiting your audience size to the number of people who’ve interacted with you in the past. That’s why, despite the great performance, the possible investments advertisers have been able to make have been fairly restricted — typically, the biggest share of their budgets goes to acquiring new customers.
To help advertisers reach these audiences with top-performing ads, Facebook now offers the possibility to expand the reach of Dynamic Ads campaigns outside retargeting audiences.
Facebook’s Dynamic Ads for Broad Audiences (DABA) expands your dynamic ads to reach beyond your website or app visitors to generate demand. DABA campaigns serve personalized recommendations based on browsing activity and showcase the relevant inventory from your catalog to people likely to purchase.
Unlike lookalike audiences and retargeting site visitors, broad audience targeting captures intent in other places like:
DABA campaigns will have your potential customers saying….
What questions do you have for us? Have you tried DABA campaigns? Are you running YouTube ads? Comment below.
Amazon has been crowned a revolutionary platform for many small to medium-sized businesses and online retailers looking to increase the visibility of their products. This eCommerce marketplace has attracted sellers with its wide-ranging reach and reputation. However, sellers on Amazon make sacrifices to sell through this behemoth.
Selling your products directly to the consumer (some say DTC sales, others say D2C—potato, po-tah-to 🥔) gives you more control over distribution of your products.
Sellers get a choice between two plans: Professional and individual. Both plans have a subscription fee and a selling fee for each item that sells through Amazon. As a seller, you get to decide what service to use to dispatch the items. There’s also another option (not-so-secret option C), the FBA aka Fulfillment by Amazon. And, you guessed it, it comes with a fulfillment fee attached.
Don’t get us wrong. FBA has a ton of perks. Picking, packing, shipping, and handling. This comes in super handy when you’re dealing with returns (or more accurately when you don't want to deal with returns, so Amazon takes care of the hassle).
Overall, sellers use Amazon to boost sales because they believe it’s a good solution to one or more of their pain points, whether that be inventory management or audience reach.
At some point, you probably thought about Amazon and worried that you might be losing money by not showcasing your hard work in the marketplace. After all, your target market is definitely lurking there looking for exactly what you’re dealing in right now. Let’s take a look at some of the positive and negative points of marketplace selling vs. direct-to-consumer transactions.
👉Note: If not having enough data from Amazon has gotten you down but you're still getting good results from the marketplace, we'd recommend adding a third-party collection of tools like Sellerly by Semrush to your toolbox. With Sellerly, you can gain insights not available on Amazon Seller Central and get a leg up on your competition!
While you shouldn’t completely demolish your listing on Amazon after reading this post (unless you find it isn’t making a big difference in your revenue), you should consider making a switch to direct-to-consumer sales.
📈 We grew luxury eCommerce brands despite a global pandemic. Here's how we did it. →
Diverting resources from Amazon to set up a D2C model will help you take steps toward full control over your sales. You get to work on building a competitive edge on your own terms, and as you grow your business you are also growing a brand.
Here are some tips on how to do D2C right:
Going D2C is imperative whether you decide to list on Amazon or not. It helps you learn about what works best for your product and your brand. Are you a loyal Amazon seller or are you ready to break up with the marketplace and go solo like Beyonce?
In this post:
Check out this TribeTalk from our Marketing Specialist, Kathryn Betancourt chatting with our Director of Operations, J.P. VanderLinden, and one of our Growth Specialist, Melanie D'Angelo.
We often talk to Amazon sellers who want to run digital ads for their Amazon stores/listings from other platforms. The challenge is always in tracking/optimization. Is it working? Are the Facebook, Google, and Pinterest ads actually driving the Amazon conversions? How do we teach the ad platforms what to do more of?
Earlier this year, Amazon rolled out a solution to help with the first question. There's a dashboard in Amazon Stores that displays data by source including visits, page views, sales, and sales units. This isn’t just for Facebook but also tracks ads on Google, Pinterest, etc. See the picture below.
This helps pull data into Amazon but there are still issues for how to pull data OUT to other systems. It's not perfect, but it's more than we've had before, and it might be enough for folks to start exploring.
We've also discovered thatSellerly, a collection of Amazon business tools by Semrush, offers excellent marketing tools for Amazon listings designed to make selling on the marketplace easier and more effective. If Amazon's data insights are still not sufficient for you, give Sellerly a try!
Marketers understand that different ad types work better at different parts of the funnel. For example, Search is great at BOFu, Display at TOFu, etc. But what about how they work together?
Google released a report that marketers advertising on YouTube saw better conversion volume and rates from their Search campaigns. Specifically, Search conversions were 8% higher, conversion rates were 3% higher, and Search CPAs dropped 4%.
We all know that advertising on YouTube increases brand awareness and ad recall. The big questions are: Is this something driven by traditionally understood marketing practice? Or is Google itself actually influencing the algorithm to favor buyers who spend across multiple components of it's ad platform?
Regardless of what’s going on Google’s side, we recommend testing YouTube. Don’t just measure the direct performance, also measure the "halo effect" on other channels like Search & Social.
Yabba DABA Do!! Let’s discuss Facebook DABA campaigns. We think these campaigns have a lot of value for our clients.
Most folks think of Dynamic Ads as only supporting retargeting your website visitors and app users, limiting your audience size to the number of people who’ve interacted with you in the past. That’s why, despite the great performance, the possible investments advertisers have been able to make have been fairly restricted — typically, the biggest share of their budgets goes to acquiring new customers.
To help advertisers reach these audiences with top-performing ads, Facebook now offers the possibility to expand the reach of Dynamic Ads campaigns outside retargeting audiences.
Facebook’s Dynamic Ads for Broad Audiences (DABA) expands your dynamic ads to reach beyond your website or app visitors to generate demand. DABA campaigns serve personalized recommendations based on browsing activity and showcase the relevant inventory from your catalog to people likely to purchase.
Unlike lookalike audiences and retargeting site visitors, broad audience targeting captures intent in other places like:
DABA campaigns will have your potential customers saying….
What questions do you have for us? Have you tried DABA campaigns? Are you running YouTube ads? Comment below.