How to Drive Full Funnel Advertising Results With Amazon

As marketers and consumers, we know Amazon is an uncontested advertising powerhouse, dominating everything from e-commerce sales to search traffic to ad spend. In this article, we’ll discuss how CPG advertisers can leverage Amazon’s advertising platform to drive full-funnel marketing results.

The Amazon Advertising Platform offers multiple ways for brands to engage with Amazon’s vast audience by advertising on-site or leveraging their customer data to serve ads across the open internet. Spurred by retail media’s recent explosion in popularity, Amazon Ads is expected to exceed $32B in revenue by 2023. Although many players are entering the market, Amazon is the clear leader with an estimated 76.2% of US e-commerce channel ad spending in 2021

Amazon is frequently utilized for conversion-based, point of purchase advertising. However, there are other underutilized opportunities in the platform for brands to expand their audiences through awareness and consideration tactics that will ultimately lead to sales. Let’s explore how to reach customers at all stages of the consumer journey using Amazon Ads.  

How to establish awareness with Amazon DSP prospecting

Nearly 75% of product research starts with Amazon. Brands cannot ignore this and should ensure they are using the platform to serve awareness-based messaging to new audiences as well as optimizing for search within the site. The Amazon DSP allows brands to use in-market data for first touch prospecting efforts, typically with video or display channels. 

How to build brand consideration with Amazon Sponsored Brands

Sponsored Brand ads place products in front of users during the consideration phase. These ads appear on the search results, generating brand recognition and promoting discovery. They are also designed to help users find the information they are looking for, allowing your brand to position itself as a useful solution to their inquiry. 

How to increase Amazon sales with Sponsored Products

Sponsored Products are keyword-targeted ads promoting an advertiser’s individual listings. They appear in the search results and on product detail pages on Amazon to drive purchases.  Advertisers can select their products to advertise and choose keywords which will trigger ads to appear. Similar to Google Adwords, bids are purchased on a cost-per-click auction. 

Ensure performance with ad quality

Ad quality on Amazon is based on various factors. Implement these best practices to ensure your ad ranks at the top of the search results:

  • Calculate your max CPC to be profitable based on cost per sale
  • Ensure your product has a strong image and title quality
  • Monitor product reviews as they will affect ad quality

Targeting Amazon shoppers

Amazon provides visibility into millions of consumers’ shopping behaviors as they move through the purchase  journey. We are able to collect real-time data based on browsing and purchase intent signals from customers across all channels and touchpoints including AAP, Mobile, Kindle and Fire TV. Any time a customer takes an action on Amazon.com, they can be included in targeting segments.

Brands can utilize in-market targeting to reach audiences actively searching for related products or apply lookalike targeting to reach new people with behaviors similar to their best customers. Additionally, the platform offers a number of targeting variables to be layered onto campaigns, including keyword, product, and category targeting.

Incorporate Amazon into an omni-channel, full-funnel strategy

Despite its broad capabilities, Amazon is still a walled garden. Their data is siloed within their own DSP, which can be a challenge for brands looking to measure cross-channel results and track audiences across all commerce and marketing touchpoints.

At Coegi, we work with our CPG clients to build connected commerce strategies that connect all points of the customer journey together. For CPG brands, this often includes many factors such as DTC, offline and online sales as well as programmatic, social, traditional and even experiential marketing channels. 

Holistically managing your advertising efforts together puts Amazon activity into the context of your broader marketing strategy. Managing all efforts with one team allows for performance trends and learnings to be shared across tactics. Different tactics and budgets should be optimized in a complementary, strategic manner to improve overall performance. 

Using these tactics, your brand can leverage Amazon Advertising Platform to drive consumers through the marketing funnel and support a seamless customer journey.

For more information on how to create an omnichannel commerce strategy using Amazon, contact us at info@coegipartners.com

How CPG Brands Can Improve Marketing ROI

Consumer packaged goods (CPG) – a massive category with a lot to consider. Some goods are purchased daily, while others have a longer life cycle ranging from months to years. 

The goal? Build brand affinity to gain a lifelong customer, regardless of the frequency of purchase. 

Achieving brand affinity can result in substantial customer lifetime value, even influencing generations of consumers as parents pass on their preferences to their children. However, if brand affinity is not achieved, there is a low consumer switching cost, and competitors can swoop in and take your customers. There will almost always be MANY other choices and consumers are becoming less loyal

So how can CPG marketers improve marketing ROI by driving brand loyalty and ultimately creating repeat purchasers?

  1. Become consumer obsessed.

  2. Invest in outstanding creative assets.

How to Become Consumer Obsessed

If you don’t understand and deeply care about your target consumer, you will lose their attention every time. That’s why it’s critical for brands, both emerging and established, to do extensive research on who their best customers are –  building a robust targeting strategy that not only finds other consumers like them, but also nurtures your relationship with them. For new brands who do not yet have an established customer base, this requires a lot of upfront work that may at times feel tedious, but will ultimately yield dividends once the brand is in market. 

Understanding consumers’ pain points is a key first step in this learning phase – what challenges will your product solve for? How will it make the consumer’s life better or easier? Make sure you are acknowledging their frustrations as you are in product development and building a go-to-market strategy. 

What motivates these individuals? Are they parents who strive to create a safe home environment? Are they executives who seek products that insinuate prestige? Are they athletes who seek products that enhance their healthy lifestyle?

Investigating where your target audience spends their time also helps improve efficacy and improves marketing ROI by decreasing media waste.

What are your desired consumers’ hobbies and interests?

Where do they most commonly shop?

What websites and social media platforms do they visit?

What publications or streaming services do they subscribe to?

Understanding these behaviors will allow your brand to show up during foundational times of introducing your brand and also influence their thoughts during key decision making moments. 

It’s important to think of these individuals in more than a demographic capacity, building out knowledge that shows 360 degree thinking and makes the consumer feel seen and heard. And this learning phase should never end. As your brand grows and learnings evolve, continually recalibrate and gather feedback to ensure your product remains relevant.

In order to achieve a high customer lifetime value, you must invest in a lifelong relationship and not just massive reach. 

Why It’s Important to Invest in Outstanding Creatives

Once you understand your target audience, you have to work on cultivating a memorable brand image and voice. All of the audience research in the world will not reach its full potential unless there are creative assets to allow that robust understanding to come to life in the consumer’s day-to-day engagement.

Furthermore, media performance will likely struggle if this is not a priority, resulting in reduced cost efficiency and, more importantly, fewer purchases. Global vice president of consumer experience at Mondelez International says it best – “One way to drive efficiency is actually the creative excellence.” Marketing Dive’s article goes on to say “…if Ritz and Oreo activated on the same platform, targeting the same audiences in the same time frames, Oreo would ultimately pay lower rates due to its ‘higher creative excellence.’”

So how do you achieve creative excellence? Well, that of course goes back to point number one – know your customers and what keeps them coming back. Keep your brand top of mind through an understanding of general purchase cadence and purchase motivators. Realize your customers will require segmentation to achieve effective personalization – you shouldn’t speak to the safety-focused mother the same way you speak to the influence-focused executive. 

This can get very expensive, very quickly if not done strategically. That means your brand does not need to show up on EVERY channel. That means your brand should likely start with flexible digital placements where you can derive quick learnings before buying the expensive TV spot or billboard. That means you start small and build scale once you have done the analysis to understand what works and what doesn’t. 

CPG marketers have an exciting opportunity to identify ways to drive marketing ROI for their brand by straying away from early mass media investment and instead prioritizing smart learnings that are audience-focused and creative excellence obsessed.

Recommended reading:

Social Media Beyond Facebook: Is Your Brand Ignoring Key Platforms?

When marketers think of social media, they often default to Facebook, Instagram, LinkedIn, and Twitter. Although these platforms are important, there are other emerging platforms that may be better suited for your target audiences. TikTok, Snapchat, Reddit, Pinterest, Tumblr, and Quora are six high potential platforms which are often overlooked and should be considered in marketing channel strategies.

TikTok Advertising

TikTok is a key social media platform for creating, sharing, and discovering short-form videos. The platform has accumulated over 1 billion users since its launch in 2016 and is among the top ten most used platforms today. Despite its massive popularity, many marketers still shy away and are uncertain on how to engage with its unique audience and format. TikTok is important to consider for its incredible algorithm and mass exposure opportunities. Unlike other platforms, content is not necessarily shown to users based on whom they follow, but by a curated, algorithmic system known as the ‘For You’ Page. The ‘For You’ page generates a continuous feed of primarily organic content blended with sponsored content. This element grants every video the opportunity to go viral, which is beneficial for small businesses looking for low-cost awareness as well as for larger businesses wanting to maximize engagement. Our post The Do’s and Don’ts of TikTok Advertising offers greater insights on building effective advertising campaigns on TikTok.

Snapchat Advertising

Snapchat is a mobile messaging platform to share photos, messages and videos. Unlike most platforms, Snapchat uses disappearing content. Users are encouraged to connect with others by expressing themselves and living in the moment, and marketers are expected to do the same. Unlike other platforms, Snapchat ads are essential for brand engagement, as content is limited to user friends. Advertisements are displayed between friend’s stories and people can easily swipe up to interact. According to insider data, 319 million people use Snapchat every day and 75% of Snapchat users are Millennials or Gen Z. Snapchat ads are extremely successful for ecommerce brands as fashion, novelty items, and impulse purchases perform well. However, advertisers in all industries can find success by delivering authentic content that makes users feel connected with your brand.

Reddit Advertising

Reddit is a social news website and forum where users can participate in discussion and rate content. As of 2021, the platform has over 430 million monthly active users and 130,000 active communities. Reddit consists of subreddits about topics where users have the opportunity to engage in valuable conversation. Marketers can leverage the platform to reach niche audiences based on these specific interest groups. Some popular subreddits to consider for your marketing strategies are those related to college admission, agriculture, health & wellness, telecommunications, or public health. For more in-depth tips on reaching niche audiences on Reddit, check out Advertising on Reddit: Reach Your Niche Audience.  It is important to consider users’ hesitancy toward having branded content in the Reddit environment. Users dislike overly promotional language and are likely to skip over it. Creativity, as well as a UGC creative feel, are extremely encouraged as users are more likely to engage with focused content specific to the community. 

Pinterest Advertising

Pinterest is a social media platform for sharing visual content, discovering new interests, and deep diving into passions. With over 431 million monthly users, the platform allows users to share posts, also known as “pins,” with other users and find communities with similar tastes. Although over 60% of their users are female, Pinterest appeals to an increasingly diverse audience. Male and Gen Z user categories are gaining traction with 40% year over year growth. These users have strong purchase power with 45% having a household income over $100K. Users treat the platform as a source for inspiration; therefore, creative and innovative posts tend to have high performance. Promoted posts are part of the expected user experience, making Pinterest a great place to drive conversions with shoppable ads while also initiating brand awareness among key interest groups. 

Tumblr Advertising

Tumblr is a microblogging platform where users can post multimedia content. It is extremely versatile with media formats including text, photo, link, chat, audio and video. Although the platform peaked in popularity in 2014, it is still ranked among the top fifteen social media platforms with over 500 million active users. Tumblr presents many unique advantages for brands. For example, Sponsored Posts are useful ads visible to users through their dashboards. They blend in with organic content and are strongly welcomed with Tumblr creators. In fact, 70% of consumers perceive a brand more favorably after seeing a Sponsored Post and over 50% research the sponsor afterward. The platform skews slightly younger with Gen Z accounting for over 61% of new Tumblr users and 48% of active users. Ads with comedic, dramatic or informational tones typically perform best on the platform. Brands looking to resonate with these users should strategically consider their creative messaging to align with these audience preferences. 

Quora Advertising

Quora is a question and answer platform to find information. With over 300 million monthly users, it allows people to create networks and follow topics based on their interests. Similar to Reddit, Quora focuses on high quality answers as users can upvote or downvote an answer which prioritizes valid responses. As a result, the platform is a useful tool for marketers to observe industry trends and better understand their target audience. Marketers can also create ads by targeting specific topics or questions as well as audience behaviors. Quora serves an important role in the consideration phase where potential customers are actively researching a product or service. Marketers can use the platform to directly answer customer questions which helps build trust and create valuable customer relationships. 

Choosing Your Best Paid Social Media Channels

As you are considering social tactics to support your marketing strategy, consider these unique platforms and the opportunity that can provide. Many of these channels are well  established, but much of their advertising capabilities are largely untapped. This means you can capitalize on whitespace where your brand can cut through the noise and reach enthusiastic audiences. When selecting which of these platforms you should leverage, be sure to consider the objective of the campaign and if that platform will help you achieve your goals. 

Additionally, it’s critical to have a holistic understanding of the audience demographics and their sentiment around ads on the platform, ensuring that your creative strategy results in a positive experience that drives results and increases learnings. If you want to stay up to date with the newest trends on social media, be sure to check out Nine Easy Ways to Stay Up to Date Social Media.

How Curiosity Can Improve Your Data Analysis

Curiosity and data analysis – they may seem like an unlikely pair. What is the relationship between these two, how do they fit together, or do they?  

At surface level, data analysis can seem very mathematical and scientific. Complex formulas, rigid dashboards and crunching numbers come to mind. However, applying curiosity by constantly asking questions, stretching your knowledge, and questioning boundaries is the secret to becoming a great analyst. 

Being curious in life has its advantages, but it’s important to find a balance to know when to stop exploring and start taking action. Unbound curiosity and desire to explore all options can sometimes slow down processes. This is why it’s necessary to understand and differentiate between situations when deep creative thinking should be applied and when quick actionable insights are needed.

So let’s examine this topic to see why being curious in executing data analysis is important but also some cautions along the way.

Benefits and importance of curiosity

Remember Data from Star Trek: The Next Generation? He was an android created to look and feel human, but without emotion.  He wanted to feel emotion, feeding his curiosity, striving to learn and become more human than he was. He started to achieve his goal by asking his crewmates questions to grow his understanding of humans. However, this curiosity ultimately led to annoyance of his peers and even put them in danger. What can we learn from Data?  

When presented with a task and a data source, we need to understand what the end goal is, as well as the expected outcome. There may be times where that is not clearly defined and it is up to you to analyze the data and present your findings.  Here is where curiosity comes into play – we start looking for whatever stories the data can tell.  Looking at data sets with an open mind prevents any pre-existing biases from creeping into your data analysis. This allows curiosity and data storytelling to guide the direction, and you just might find a pattern in the data that no one expected and can provide beneficial insights.

Remember that no matter what kind of data you are working with, there is always a learning to uncover. And, with a little curiosity, you can find non-obvious ways to optimize your campaigns and drive stronger results. So let the adventure begin! Stretch your mind to stretch your data and let it come alive.  

But there are dangers lurking too. 

Curiosity killed the cat

If curiosity did indeed kill the cat, at least the cat died full of knowledge and understanding…but was it worth it?

Anyone deeply entrenched in data analysis will know it is all too easy to get buried and even lost trying to extract every little piece of information from the data.  You might be thinking – why is this a bad thing? Don’t we want to glean as much insight from the data as possible?

If we start down the rabbit hole in an effort to get every angle of information, where do we stop? At some point, the results will begin to diminish and you’ll start coming to the same conclusions, just from different angles. Maybe the structure is different in the output, but the story is the same.  And what have you accomplished other than spending valuable time spinning your wheels?  Now don’t get me wrong – I enjoy a good story and mystery as much as the next person, but that rabbit hole gets pretty dark after a while.  And remember our friend Data? It’s important to keep our curiosity in check to ensure we are helping and not hindering our colleagues and brands.

Key Takeaways

In digital marketing campaigns, being able to efficiently analyze data and provide mid-flight recommendations is critical for driving the best results for our clients. Data and operations teams must work together to utilize dashboards and implement repeatable processes that enable flexible campaign analysis and optimization. If you have a channel that is unexpectedly driving superior results, understand how to read the data and adjust to build on that success. At the same time, it’s critical to understand when it is valuable to take more time and really dive into the numbers, asking those curious questions before taking action. Quarterly reviews, post-campaign analysis, planning phases – these are all times when deep analysis and questioning of the status quo is beneficial. 

Curiosity and data analysis – yes, they do go together. Applying creativity and allowing space for human intuition and insights is key to data storytelling. But to be an effective and productive data analyst, one needs to balance the art and science, keeping in mind what is and isn’t reasonable. Live for the data, explore it and search for the stories that it weaves together….but beware of that dark rabbit hole that leads nowhere.

Recommended Reading:

Navigating the World of Marketing for Crypto Brands

Curiosity and data analysis – they may seem like an unlikely pair. What is the relationship between these two, how do they fit together, or do they?  

At surface level, data analysis can seem very mathematical and scientific. Complex formulas, rigid dashboards and crunching numbers come to mind. However, applying curiosity by constantly asking questions, stretching your knowledge, and questioning boundaries is the secret to becoming a great analyst. 

Being curious in life has its advantages, but it’s important to find a balance to know when to stop exploring and start taking action. Unbound curiosity and desire to explore all options can sometimes slow down processes. This is why it’s necessary to understand and differentiate between situations when deep creative thinking should be applied and when quick actionable insights are needed.

So let’s examine this topic to see why being curious in executing data analysis is important but also some cautions along the way.

Benefits and importance of curiosity

Remember Data from Star Trek: The Next Generation? He was an android created to look and feel human, but without emotion.  He wanted to feel emotion, feeding his curiosity, striving to learn and become more human than he was. He started to achieve his goal by asking his crewmates questions to grow his understanding of humans. However, this curiosity ultimately led to annoyance of his peers and even put them in danger. What can we learn from Data?  

When presented with a task and a data source, we need to understand what the end goal is, as well as the expected outcome. There may be times where that is not clearly defined and it is up to you to analyze the data and present your findings.  Here is where curiosity comes into play – we start looking for whatever stories the data can tell.  Looking at data sets with an open mind prevents any pre-existing biases from creeping into your data analysis. This allows curiosity and data storytelling to guide the direction, and you just might find a pattern in the data that no one expected and can provide beneficial insights.

Remember that no matter what kind of data you are working with, there is always a learning to uncover. And, with a little curiosity, you can find non-obvious ways to optimize your campaigns and drive stronger results. So let the adventure begin! Stretch your mind to stretch your data and let it come alive.  

But there are dangers lurking too. 

Curiosity killed the cat

If curiosity did indeed kill the cat, at least the cat died full of knowledge and understanding…but was it worth it?

Anyone deeply entrenched in data analysis will know it is all too easy to get buried and even lost trying to extract every little piece of information from the data.  You might be thinking – why is this a bad thing? Don’t we want to glean as much insight from the data as possible?

If we start down the rabbit hole in an effort to get every angle of information, where do we stop? At some point, the results will begin to diminish and you’ll start coming to the same conclusions, just from different angles. Maybe the structure is different in the output, but the story is the same.  And what have you accomplished other than spending valuable time spinning your wheels?  Now don’t get me wrong – I enjoy a good story and mystery as much as the next person, but that rabbit hole gets pretty dark after a while.  And remember our friend Data? It’s important to keep our curiosity in check to ensure we are helping and not hindering our colleagues and brands.

Key Takeaways

In digital marketing campaigns, being able to efficiently analyze data and provide mid-flight recommendations is critical for driving the best results for our clients. Data and operations teams must work together to utilize dashboards and implement repeatable processes that enable flexible campaign analysis and optimization. If you have a channel that is unexpectedly driving superior results, understand how to read the data and adjust to build on that success. At the same time, it’s critical to understand when it is valuable to take more time and really dive into the numbers, asking those curious questions before taking action. Quarterly reviews, post-campaign analysis, planning phases – these are all times when deep analysis and questioning of the status quo is beneficial. 

Curiosity and data analysis – yes, they do go together. Applying creativity and allowing space for human intuition and insights is key to data storytelling. But to be an effective and productive data analyst, one needs to balance the art and science, keeping in mind what is and isn’t reasonable. Live for the data, explore it and search for the stories that it weaves together….but beware of that dark rabbit hole that leads nowhere.

Recommended Reading:

The B2B Digital Marketing Handbook

The digital marketing revolution is sweeping the world – and B2B advertising is no exception. Buyers and sellers are shifting to digital channels for conducting networking, brand building, product demos and training, and even transactions. 

Using this handbook, you can adapt your brand to the evolving marketplace by using the most effective channels, targeting methods and measurement strategies for reaching modern B2B buyers. In this guide you’ll learn the answers to key marketing questions, such as: 

How can you efficiently target B2B audiences?

B2B’s emphasis on precisely targeting niche audience groups will be affected by third-party cookie deprecation in 2023. Find a balance between leveraging non-cookie based second and third-party prospecting audiences and creating digital touch points with your CRM contacts to reach the buyers that matter most for your brand. 

What are the best channels for B2B brands to advertise on?

Some of the most effective and fastest growing digital channels we recommend for B2B marketers include social, display, search, connected TV and audio. Read the full guide to learn how to activate each channel most effectively and achieve business results. 

How can you measure the results of B2B digital marketing? 

Track the cross-channel customer journey via both sales and marketing touchpoints. Accurate measurement provides learnings to optimize the process, making the sales funnel shorter and ad spend more effective. A common misstep marketers make is focusing solely on sourcing metrics. This is an oversimplification that blinds true insights and efficiency. To more accurately track a complex buying cycle, we outline a five step measurement process to define omni-channel success.

Future-proof your B2B digital marketing strategy

Digital-first marketing is the way forward for B2B brands. This handbook provides a deeper understanding of the high level trends you need to know to stay ahead of the competitive curve and capitalize on untapped marketing space.

Download the B2B Digital Marketing Handbook now to level up your strategy. If you have any questions, don’t hesitate to contact us to set up a discovery call.

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