Online Marketing Strategies: Amazon PPC Advertising, Upselling & More

January 7, 2021
Written by Kevin Wong
Amazon PPC Advertising

Despite the economic turmoil the world is experiencing right now, you, dear merchant, should keep thinking of Amazon PPC advertising tactics and other marketing strategies. Why? According to Statista, online sales are predicted to reach $4.2 trillion this year. In 2024, it is going to be more than $6.5 trillion. Moreover, based on research, almost 52% of consumers have started to avoid retail stores because of the coronavirus pandemic, which means they are more inclined to shop online. These are the statistics you shouldn't take for granted.

Besides Amazon PPC advertising, here are some e-commerce marketing strategies you may try to boost your sales and conversions:

Email marketing

Who says email marketing is dead? Here are the stats to prove it is still alive and kicking:

  • According to the Content Marketing Institute, nearly 9 out of 10 marketers still use email marketing (Content Marketing Institute, 2019).
  • 81% of small and midsize businesses (SMB) continue to rely on email as their main customer acquisition medium, and 80% for customer retention (Emarsys, 2018).
  • For every $1 spent on email marketing, you can expect an average return of $42 (DMA, 2019).

But how can you build your email list? It is only possible when you have your website where you can showcase your products. Having your website is a marketing tactic because you can advertise your products freely without being hindered by Amazon's strict rules and regulations. 

Once you have a website, create an irresistible sign-up form to provide their email address to you. How to make it irresistible? Add a discount or a special offer to entice your prospects.

After getting their email address, compose a personalized welcome email to get started. Emails can also revive abandoned cart casualties by sending a maximum of three follow-up emails based on Omnisend research. Moreover, it can result in 69% more orders!

Customer retargeting

What is customer retargeting? As defined by Mailchimp, "Retargeting primarily uses paid ads to target audiences who have visited your website or social media profiles." These are the audiences or customers who left your product listing without buying.

Luckily, Amazon has a tool that can help you devise the best amazon PPC strategy, and this is through Amazon Sponsored Display ads. Relocate your "lost" customers with this Amazon PPC advertising ad. However, you need to enroll in Amazon Brand Registry first to use it.

Sponsored Display ads may appear on and off Amazon depending on the targeting strategy you've chosen. And the good thing is you don't have to add keywords since it utilizes the buying and browsing signals of customers.

Social media advertising

Social networking platforms can help you attract more customers and build brand awareness, considering its broad base. You can use tracking pixels, a code that lets you show ads to customers who visited your website.

However, it would be best if you were patient since it takes much time to gain many followers. To make this possible, you should regularly post relevant and high-quality content. Use actionable hashtags and promotions to offer your products. In this way, you can gather brand advocates and loyal fans.

Upselling and cross-selling

Amazon is the master of product recommendations. They reported that 35% of its revenues came from upsells and cross-sales. Let us define each.

CXL defines upselling as "a sales technique in which the seller encourages the customer to spend more than they had originally intended." A classic example is a spiel, "Would you like to upsize your drink?"

On the other hand, cross-selling is a marketing technique of suggesting products that compliment your customer's existing purchase. These recommended products are from a different category or vendor.

For starters, you may implement this tactic on your website by setting up an e-commerce store or via your email marketing campaigns. If you don’t have an idea how to do it, you should learn from the best, which is Amazon.

Amazon blatantly uses both on its marketplace, thanks to its item-to-item collaborative filtering technique. Here are the different ways they display it on their website:

  • Frequently Bought Together 
    Source: Amazon.com
  • Products related to this item
    Source: Amazon.com
  • Customers who viewed this item also viewed 
    Source: Amazon.com
  • More items to explore 
    Source: Amazon.com
  • Customers who searched for "[product name]" ultimately bought
  Source: Amazon.com
  • Inspired by your browsing history
  Source: Amazon.com
  • Browsing history
    Source: Amazon.com

That is how sneaky and creative Amazon is with this technique. Unfortunately, the online retail giant remains tight-lipped on how to get your product in these sections. Only its robust algorithm, the A9, knows it.

But it seems Amazon isn't deaf to its third-party sellers' requests when they introduced a new beta program that we will discuss next.

Amazon Product Bundles

Exclusive for FBA sellers, Amazon Product Bundles lets you virtually bundle products together, with or without a discount. In this pilot program, Amazon assigns a unique SKU to the bundle. This means that it has its product title, bullets, description, images, and price. It is like creating a new product listing from scratch and going through Amazon SEO and Amazon PPC optimization all over again.

It inherits the concept of cross-selling, where you can offer additional products at an affordable price. Amazon will be the one to package your bundle right at their warehouse. Here are the criteria you must meet to join:

  • You are a member of the Amazon Brand Registry and Amazon FBA.
  • The ASINs that you are going to bundle must be under your brand.
  • Your ASINs need to be an active FBA inventory and in "new" condition.
  • Bundles are eligible only in the US Amazon marketplace.
  • You must have more than two ASINs.
  • It is prohibited to bundle renewed/used ASINs, gift cards, and digital items like books, videos, and music.

However, since it is under the beta program, it only works with Chrome and Firefox. The Product Bundle widget is only accessible on desktop as well. So, it would be best if you waited for further announcements until it is fully rolled out publicly. For now, it would be better to stick with creating Amazon PPC campaigns.

Amazon PPC advertising

Whether you like it or not, you have no choice but to plan the best amazon PPC strategy so your products can be on top of the search results. Amazon sponsored products PPC ads can help you gain exposure and views to the relevant customers.

There are three types of PPC ads: sponsored products, sponsored brands, and sponsored displays. Each has its characteristics as follows:

  • Sponsored products = can promote individual listings in the marketplace.
  • Sponsored brands = can showcase three products under your portfolio with a custom headline and brand logo.
  • Sponsored displays = that we've discussed above uses targeting based on views, product, and interest. 

If you want to climb your way up the shopping search results, use these three to beat your competitors effectively. How to set up PPC on Amazon? Read this post to learn more.

Conclusion

You need to step up your game if you want to remain competitive in the largest online marketplace on Earth. You may start by applying the marketing strategies above, like email marketing, customer targeting, social media advertising, upselling and cross-selling, Amazon Product Bundles, and Amazon PPC advertising. Just make sure you keep optimizing your product listings and offering the best customer experience.

Do you want to know more about Amazon PPC advertising? Seller Interactive has a team of experienced consultants willing to help you create the best amazon PPC strategy suitable for your brand. Please email us at [email protected] or [email protected] today.

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