16 Feb How to invest in advertising to bring traffic to your Amazon Store
- There is a wide range of techniques and ways to attract your target audience to your Amazon store, but the best-known method is advertising.
- Knowing exactly how, where and when to invest can be crucial to maximising every euro invested.
Amazon has completely changed the way we shop and even the way we think, making it the default search engine for many internet users when they want to buy something. The convenience it offers with next-day delivery, one-click shopping and easy returns are some of the main factors behind this.
For this reason, selling products on Amazon and being visible on the platform through an online shop or Store has become almost mandatory for many traditional retailers. But also, for this reason, competition in the marketplace has become fierce, making it increasingly difficult and costly to get your target audience to find your products. To handle this, you can perform different actions on the site, such as improving positioning through keyword bidding, sponsored products or simply having good results with customers, as it’s one of the main reasons that Amazon takes into account to grant the BuyBox and give visibility to your products.
But, as we mentioned in this post, a high number of people can reach your Store from alternative channels to Amazon and for one reason or another, they don’t do it. In that blog post, we outlined a series of measures you could take to direct that traffic and today we’ll top that off with one final suggestion: advertising on Google and social networks.
If you want to know more about this, read on and learn how to get the most out of your online business. Let’s get started!
Advertising on Google
Google remains the world’s most used search engine, far ahead of the next most used engine, with 92% of the current market share. This means that there are millions of people out there that you can direct to your Store.
The advantage of investing in advertising on this search engine is the different options it offers, such as keyword ads, ads on YouTube videos, ads on Android devices or Google Shopping. It also has the ability to predict with a high degree of accuracy when someone is searching to eventually buy a product and when they’re simply looking for information. This allows it to show ads when it believes purchase intent is high and to not show ads when it believes an ad won’t be useful.
Google Shopping is precisely what we’ll focus on today. This tool allows all advertisers with an e-commerce website to publish product ads and direct them to their marketplace, without bidding on keywords or anything similar.
It’s also very easy to set up, as Google wants all sellers to have Google Shopping set up. Even if you don’t use paid ads, Google will still show ads in your feed for free when it sees fit, so it’s a great way to generate traffic to your online shop. Once there, as we explained in the other article, you’ll be able to segment audiences or get emails to redirect your traffic to Amazon and increase your sales.
Advertising on social media
We talked in the previous post about the importance of having a presence on social networks. This time, we’ll talk about how to invest in ads on different platforms.
It’s true that advertising on social networks has certain disadvantages compared to advertising on Google, such as the fact that people don’t use them for the purpose of buying products, or that they often hinder users’ entertainment.
However, despite this, it’s still an attractive option due to the fact that the costs are considerably lower compared to other forms of advertising. Furthermore, it provides a wider range of criteria: per click, reach, visibility, likes, etc. It also allows you to create a much more precise segmentation of audiences and to focus your advertising messages.
In this way, as before, with a better knowledge of your target audience, you can plan the best way to communicate with them, and therefore find the best way to direct them to your products on Amazon and improve your results in the marketplace. All this applied in a planned, studied and thoughtful way will make your online business reach its full potential.