MARKETING

5 Steps for Using Paid Internet Advertising to Drive Conversions

Published

3 years ago

May 6, 2021

5 steps for using paid internet advertising to drive conversions

Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly — especially if you aren’t careful. How do you make sure you are getting the most out of your paid ads?

A few weeks ago, I was talking to a business owner in my community. They recently started an aggressive Google AdWords campaign that was working, sort of. They getting tons of new leads, but the leads were for services they didn’t offer! The problem was their campain was way too broad, and they were paying tons of cash for useless leads.

Don’t let that happen to you. Here are five simple things you can do to make sure you are getting the most for your paid ad dollars.

1. Understand (and Use) Long Tail Keywords

Longtail keywords are keywords that are several words long. Rather than targeting “plumber,” you might target “emergency plumber near me” or “plumber to unblock a drain.” These are critical because they are more likely to match the words searchers use and they also indicate the searcher is ready to hire or buy.

Ubersuggest is a great resource for discovering keywords in your industry.

When using Ubersuggest, remember that you aren’t necessarily looking for the highest-traffic keywords. You are looking for the words your customers use to look for you.

Be on the lookout for long-tail keywords that are longer, more specific keywords that make up the majority of search-driven traffic.

Here’s a simple system you can use:

Step #1: Enter Your Head Keyword and Click “Search”

paid internet advertising tool ubersuggest

Step #2: Click “Keyword Ideas” in the Left Sidebar

paid internet advertising tool ubersuggest 2

Step #3: Analyze the Results

paid internet advertising tool ubersuggest keyword ideas

In the example above, the term “social media marketing” is considered a “head” keyword, which means it is searched for very frequently. The much less popular term “social media marketing strategy” receives fewer searches, but indicates the searcher is looking for something more specfic.

You might go even further and try something like “the best social media marketing strategy.”

To find even more keywords, click the “Related” tab next to “Suggestions.”

For this particular keyword, doing so gives you nearly 16,000 more keywords, the majority of which are long-tail. For example, here’s what you see as you scroll down the results:

Once you find a long-tail keyword that piques your interest, click on it for a better idea of your competitors, both for paid ads and organic search.

paid internet advertising tool ubersuggest kewyord overview

The big mistake that many first-time marketers make with SEO or pay-per-click advertising is choosing the wrong keywords.

When you purchase head keywords like “social media marketing,” you will spend significantly more money and reduce your ROI dramatically.

The key that you have to remember is you get a lot more bang for your buck by targeting a large number of lower-traffic terms than by targeting a small number of higher-traffic terms.

Finally, the best source of keywords can come from your own website. Consider using a survey tool like Qualaroo to find out what your customers are looking for or why they decided to do business with you (after checkout for example). The language they use can be very effective ad copy for internet advertisements.

2. Understand the Different Types of Paid Ads

There are a lot of places to buy ads and each platform has its own strengths and weaknesses. Before getting started, you should understand the major types of paid advertising as well as their pros and cons.

Display Ads or Banner Ads

Banner ads immediately come to mind when we think about online advertising because they stand out. They are very common and come in a variety of sizes. These ads can be effective, but they tend to target customers who are not actively looking for something new.

For example, a person may be reading a newspaper article and not be interested in a new social media course. Display ads can be successful, but they need to be used properly. Display ads can be purchased using a pay-per-click model or they simply can be displayed for a certain length of time.

different type of internet ads display ad example

Text ads are the type you usually see on the primary Google search page. These ads generally are less expensive than display ads and target customers that actually are looking for something specific. They can be very effective but depend heavily on good keyword research and A/B testing (a topic we will discuss later in this post).

Here are a few of the places you should try listing your ads, though there certainly are many others:

Google Ads

Google Ads (previously Google AdWords) are an obvious choice for many businesses. They offer display and text ads in association with highly targeted keywords. AdWords are a clear choice for any campaign.

Bonus Tip: Your Google Adwords ads will produce a better return on investment the longer you use Adwords. Google rewards long-term customers with better “quality scores”.

Bing or Yahoo

Bing and Yahoo both offer alternative ad platforms that work similarly to Google’s. They combine display and text ads with targeted search terms. Some brands find that, while these options bring less traffic, the overall ROI is a bit better.

Social Media Ads

Social media advertising has grown enormously in popularity over the last few years. These ads combine text and display elements and are targeted based on user preferences, demographics, and location. Depending on your business type, Facebook, LinkedIn, Instagram, and TikTok are valid options to consider.

BuySellAds or Direct Buy

BuySellAds.com is a great place to go to find additional display ad opportunities. These usually allow you to “rent” space on a site or a blog for a fixed cost. Additional opportunities like this can exist if you contact some of your favorite bloggers directly.

Can’t decide between Facebook or Google (two popular options)? Then check out this video for some guidance:

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Start by trying several of these options and use hard data to make final decisions about where you want to put your money. Rely on hard data, not guesses, to understand what platforms provide the best return.

3. Track Your Paid Ad Results

If you aren’t able to see how each of your ads is performing, then you shouldn’t be buying paid advertising at all. The beautiful thing about online advertising is that you get the opportunity to track everything. Google Analytics is an absolute must when it comes to online ad buying. This analytics package is free and easy to install.

Once you have it set up, you should become very familiar with Google Analytics Custom Campaigns. These options allow you to create a customized URL for each ad that will help you see overall performance for all of your advertising. Using Google Analytics in this way will give you a single dashboard for comparing all of your advertising campaigns.

4. Create a Landing Page

It is important to send incoming visitors to a unique page (called a landing page) on your website, rather than your homepage. This may seem counter-intuitive, but there are three very good reasons for using this strategy:

Landing pages allow you to customize your message for incoming visitors. This means that you can continue the message you started with your ads, which creates a more cohesive experience.
Custom landing pages allow you to push visitors toward specific actions, such as downloading a free ebook. (Displaying traditional navigation may distract your visitors.)
Landing pages make tracking your visits very easy. This is especially important.

When you combine this strategy with easy funnel-tracking tools, you quickly can gain a lot of information about how to reach and sell to your new visitors.

In some cases, you can create a single landing page for an entire ad campaign. In other cases, you may want to create a specific landing page for each keyword that you purchase.

landing page example paid internet advertising

This landing page helps us track who comes to the page and exactly how effective our ads are.

It is important to remember to block your custom landing pages from search engines. This can be done with a simple edit to your “robots.txt” file. This is an important step that will make your ad tracking more reliable. If you allow Google and Bing to send non-paid visitors to your page, you may get a false sense of how your page is performing.

Here are two more tips to create high-converting landing pages.

Create a Call to Action

Once you have a visitor on your landing page, how do you convert them into a lead or a customer? Every page you send them to should have a clear call to action. Think about this one carefully, because it’s the difference between a sale and wasted money.

I like to decide what the “number one” desired outcome for each page is before I design a landing page. Simply ask yourself, “What do I want them to do the most?” Then create the page accordingly.

a good call to action example paid advertising guide

A good call to action will tell your visitors exactly what you want them to do.

Everything on your page should push your visitors toward the action you want them to take. Without considering this, you’re throwing money away.

Use A/B Testing

You may have launched your page, but you aren’t done yet. Small tweaks and adjustments can make a huge difference in your overall conversion rate. If you’ve followed the tips above, you should have the proper landing page and conversion tracking to make this task very easy.

A/B testing is being scientific about testing which methods work best. When you go about A/B testing, it is important that you make only a single, testable, change each time. For example, you could test the effectiveness of your page’s headline or button placement, but not both at the same time.

By testing a single change, you will be able to see conclusive results about what works best. A/B testing is an ongoing process, too, so don’t stop. Keep testing and modifying your page. You might be surprised at what it does to your overall conversion rate.

5. Review Your Paid Ad Results Regularly

Whatever you do, don’t look at your results every day. This practice can lead to hasty changes based on incomplete data. It is best to wait so that your analytics have time to accumulate accurate trends and information. Then determine a set time period for reviewing your statistics and making changes. It might be monthly, it might be weekly. Checking monthly is a good plan for picking up broad shifts.

Consider setting up spreadsheets to track your statistics. It’s easier to pick up on trends and understand what you’re seeing when you dig into your analytics to pull out the numbers for your spreadsheet.

tracking metrics for paid internet advertising

Use simple spreadsheets to track your incoming ad traffic.

Be prepared to kill keywords that are under-performing. Remember, conversion rates are your most important statistics, not clicks. Clicks just waste money if they aren’t driving leads or sales.

In paid advertising, the longer you run your ads, the better your rates and quality score will become. This will be true particularly if you rely heavily on good A/B testing and are constantly refining your ad buy.

5 Steps to Getting Started with Paid Ads

Time needed: 6 minutes.

Not sure how to get started with paid ads? Here’s five steps to make sure you don’t waste your investment.

Understand (and Use) Long Tail Keywords
Long tail keywords are less competitive and mimic the way people search.
Understand the Different Types of Paid Ads
Each type of ad has different costs, audiences, and reaches. Understand the difference so you don’t waste ad spend!
Track Your Paid Ad Results
If you aren’t able to see how each of your ads is performing, then you shouldn’t be buying paid advertising at all. T
Create a Landing Page
Landing pages help drive conversions and make it easier to track. Don’t forget to add a CTA and use A/B testing.
Review Your Paid Ad Results Regularly
Check your results weekly or monthly to make sure your ads are driving results, not just clicks.

Conclusion

Paid ads are not a get-rich-quick scheme. Don’t expect to be finished in a week or two. Give your ads time and finesse your plan to get the best results. Cumulative trends and information will give you a clearer picture of which ads actually convert.

Start by setting a small budget, and increase it as you gain confidence. If you need help getting started, feel free to reach out to my team. We can help create an advertising plan that works for your business.

Are you considering adding paid ads to your online advertising strategy? What is holding you back?

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MARKETING

AI driving an exponential increase in marketing technology solutions

Published

2 days ago

December 6, 2023

Entireweb News Bot

AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used.

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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MARKETING

Mastering The Laws of Marketing in Madness

Published

3 days ago

December 5, 2023

Entireweb News Bot

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy:

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps:

Begin by planning a content calendar focused on delivering consistent value over the next six months.
Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.

Engagement:

Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.

Benchmarking:

Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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MARKETING

Intro to Amazon Non-endemic Advertising: Benefits & Examples

Published

4 days ago

December 4, 2023

Entireweb News Bot

Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising

Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns

Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon

Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti

Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.

Conclusion

Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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