The importance of good performance marketing for success
Amazon is a “pay-to-play” market where you cannot be successful without campaigns, since “above the fold”, there are almost only advertising spaces to see.
“Only the visible ones are able to sell something.
And visibility is not given (anymore) “
Here are the reasons why you can’t achieve significant success without performance marketing:
Well-designed campaigns
… ensure more visibility and more sales of your offers
… provide conversions on relevant search terms for an improved ranking and thus more organic traffic
… keep competitors away from your offers and search terms
… ensure that you gain market share even from competitors
…. help with better cross-selling and thus generate higher shopping carts
… guarantee that your brand becomes more known and sought-after on the #1 product search engine and the largest marketplace.
In in a nutshell: Good performance marketing ensures that you achieve your selling and marketing goals on Amazon.
More arguments needed? Here are some exciting facts.
70%
of sales take place on the first page
90%
of consumers view Sponsored Products ads (as if they were organic)
67%
of consumers view Sponsored Brand Headline Ads
50x
higher click-through rates (CTR) are shown in the top search than in other placements
3x
higher conversion rate (CR) are shown in the top search than in other placements
40%
of the campaign share is also for established products
Why is good performance marketing essential for success?
Amazon is a “pay-to-play” market where you cannot be successful without campaigns, since “above the fold”, there are almost only advertising spaces to see.
Human Intelligence:
We develop and operationalize dedicated marketing hypotheses, which we then consistently test. Because it’s not just about generating a little more sales. Rather, we want to know all the scaling levers and how well they work for the offering.
Data Intelligence
A comprehensive channel-specific keyword and competitor analysis forms the basis. This makes the different marketing hypotheses concrete and gradually expands them through “harvesting” from other campaigns.
Creative Intelligence
There’s not much room for maneuver in the tight corset on Amazon, so you have to be even more creative with your options. When deriving marketing hypotheses, advertising texts and landing pages, we rely on proven creativity techniques.
Business Intelligence
Accurate testing, optimization and scaling requires a granular campaign setup that is “mece”. This means that the marketing hypotheses are described as comprehensively as possible without overlapping each other. You have to know all the adjustment screws in the campaign setup and adjust them skillfully.
Automation Intelligence
To manage the complexity, we rely on our own BI suite, the VALUEZON Performance Cockpit, for controlling and optimization. This ensures 100% transparency with maximum clarity for both our performance marketers and our customers and we always focus our attention on the areas with the greatest optimization potential.
Performance Marketing Intelligence
Of course, we also use automation tools – where it makes sense – which then carry out optimization measures in our interests 24/7 based on the first four principles. We know the best of breed solutions and know exactly where they should be used and in which cases they fail.
Our philosophy: spreading in concentric circles
We always process our marketing hypotheses along concentric circles – from the narrow to the extended hypotheses, because…
Newcomer? What forms of advertising are there on Amazon?
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Tel.: +49 (0) 89 122 218 720