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Pay Per Click: Amazon vs Google and Bing

  • Posted by: Crossett

Landing Page Experience

Connecting with customers through Amazon gives a brand access to an amazingly popular and efficient ecommerce platform. Pay Per Click advertising for Amazon is a great way to leverage the information that Amazon already has about products and customers. The challenge for a seller hinges on the ability to control the product page with multiple sellers of the same product. Keeping product information, images and enhanced brand content up to date is key to getting the most out of a Pay Per Click campaign.

Search ads on Google and Bing give brands the ability to choose what page customers see when they click on an ad. For very specific product searches you might find it best to land traffic to exact product pages. But the flexibility of search advertising allows brands to tailor not only their ad copy to specific keywords and phrases but also create dedicated landing pages, either assortment of products or even informational articles that best meet the customers’ needs. Connecting with customers through Amazon gives a brand access to an amazingly popular and efficient e-commerce platform. Pay Per Click advertising for Amazon is a great way to leverage the information that Amazon already has about products and customers. The challenge for a seller hinges on the ability to control the product page with multiple sellers of the same product. Keeping product information, images and enhanced brand content up to date is key to getting the most out of a Pay Per Click campaign.

Keyword Targeting Strategy

Both Amazon and search engine channels have product listing ads, where Amazon differs is in the way an advertiser can use keywords trigger their ads. Amazon and Google shopping networks use an auto keyword system that takes all the information a seller provides about a product catalog and automatically matches search queries with the product they think best fits the customers’ search. This can be a great tool for uncovering and reaching customers that use a wide variety of search terms and phrases. But negative keyword lists must be created and updated constantly to ensure optimum performance. In addition to auto targeting campaigns, Amazon also allows specific keywords to be targeted, which can help focus product advertising resources on phrases and terms that will be the most relevant and highest converting.

Customer Lifetime Value

The ability to reconnect and continue the dialogue between brand and customer is key when looking to drive multiple purchases and lifetime customer value.  A well-conceived and properly implemented re-engagement strategy, through email, social and display marketing, can boost return customers and solidify brand satisfaction and loyalty.  With Search Engine Marketing (SEM), ads on Google can bring customers directly to a brands website or to affiliate networks where customer provided information is used to follow up regarding new products or special offers.

With Amazon, re-engagement can be more difficult because customer information is retained within the Amazon ecosystem.  As with landing page experience, an effective Amazon brand strategy involves a strong presence for all current products with enticing and informative imagery, strong reseller agreements and trademark protection.  Amazon is a vast marketplace with huge potential to reach both new and returning customers in a trusted environment, but with this opportunity comes a responsibility to proactively manage brand identity, pricing, and information. Contact us today and start the conversation.

 

Author: Crossett