Explore the fundamental steps on how to build an effective Amazon PPC campaign based on the marketing funnel. Keep reading to find out!
Using ad services provided by Amazon is undoubtedly among the easiest ways for aspiring retailers to boost their sales and increase revenue. However, there is more to running ads than it appears to the eyes. For a campaign to reach out to potential customers successfully and drive back tangible results, you need to have a solid framework.
This is when the marketing funnel steps into the picture. By utilizing the theory of the 4-stage marketing funnel, rest assured that you can come up with a mind-blowing advertising plan in no time soon!
What Is An Amazon PPC Campaign?
An Amazon PPC campaign refers to a marketing approach available on Amazon – the world’s largest e-commerce platform. Here, sellers are allowed to display sponsored content across the website, from the search result page to the main browsing page.
Every time a shopper clicks on an ad and gets redirected to the landing page, the sellers must pay a fixed amount of money for the hosting engine. The more click-throughs an ad manages to collect, the more expensive the campaign turns out to be.
What Is A Marketing Funnel?
The term “marketing funnel” was coined by E St. Elmo Lewis back in 1898. The idea behind a marketing funnel is that to convert a customer, brands cannot simply jump at these people and urge them to make a purchase right away. Rather, the decision to buy a product must follow a linear process, in which the interest of the shoppers is slowly built up through different phases.
Each phase is dedicated to unique sets of strategies, which aim at provoking feelings and emotions from the target audience. If done correctly, once all the phases are over, customers would be in the best position to seal the deal.
For years, using a marketing funnel has been the optimal tactic for brick-and-mortar brands when they try to woo new buyers. Little is known that even in the age of digital marketing, a marketing funnel is still highly applicable.
How To Build An Amazon PPC Campaign Based On Marketing Funnel?
Typically, a traditional marketing funnel consists of four main stages, including awareness, consideration, conversion, and loyalty. Below is detailed instruction on what to do in each stage so that you can optimize your series of ads.
At the beginning of the funnel, you have to work on the assumption that your target audience knows nothing about your brand. They have yet to understand what you have to offer, what your unique selling points are, and whether your line of products aligns with their needs.
Thus, let’s kickstart your ad campaign by briefly introducing your business. Try to address the concerns of shoppers regarding the brand history, core values, most noticeable items on the catalog, etc. Make sure your customers are cognizant of what sets your Amazon store apart from other competitors.
Once the brand image is printed on their minds, convincing them to buy your catalog will be much easier.
In the next phase of your ad campaign, it is time to upgrade the game and approach customers a bit more aggressively. Now that your potential buyers are already educated on your business, you need to dig a bit deeper and explain how your products would solve their pain points.
Nothing persuades customers to make a decision faster than the prospect of bettering their lives. If you sell footwear, let buyers know how comfortable and effortless to move around when putting on a pair of fitting, high-quality shoes.
Show them the life-changing improvements that your product would be able to bring forward, as long as they give it a try. To get this point across, you might want to come up with informative ads that illustrate the pros of your items clearly, coupled with testimonials from past buyers.
This can increase the credibility of your company significantly, especially if you manage to acquire feedback from influencers or well-known people.
After learning about the brand reputation and the benefits of your products, most customers are more or less ready to place an order. This is why the third phase of the marketing funnel holds critical importance, as it determines whether your Amazon ads are fruitful or not.
Here, you need to eliminate all distractions and obstacles that may prevent the target audience from buying your product. Include a ticking clock to remind customers of a nearly ending promotion, use FOMO to incite their impulse shopping behaviors, or provide a direct link that leads straight to the payment page.
As far as the ad copy style is concerned, you might need to employ a tone of urgency to nudge them forward with their decision.
Depending on your marketing strategies, feel free to make necessary adjustments so that the customers feel most comfortable finalizing their purchase. But at the same, ensure that you do not come off as too clingy or needy.
At the end of the marketing funnel, your customers have already bought an item. Congratulations! But the work is not done. You need them to come back for more and become regular shoppers instead of one-time buyers.
Hence, the final stage of your Amazon campaign should focus on post-purchase customer service. Reach out to them and ask for a rating on their last order. Offer them exclusive deals during holiday seasons. Give them a heads-up on the new arrivals and upcoming sales.
Do not hesitate to show your customers that they are welcome with open arms.
Designing an Amazon ads campaign that delivers decent performance is no piece of cake, especially for rookies who have just familiarized themselves with the platform.
If you ever find yourself struggling with setting up ad placements, make sure to visit website for more professional advice. Our team of experienced marketers is always more than willing to offer a helping hand!