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April 1, 2019

Don’t Ignore Amazon’s Digital Marketing Platform

Author: Valerie Baker

When we talk about digital platforms for marketing, there are usually two major players that we reference: Facebook & Google.

We have had numerous blog posts on the Atilus site about best practices for marketing your company and advertising through social media with Facebook, and how to best utilize Google’s advertising and marketing platform. However, there is one major player in the digital landscape that has largely been ignored by digital marketers: Amazon’s digital marketing platform.

While there’s a lot that goes into marketing on Amazon, here’s an overview of their services and how they work.

Get Ahead in the eCommerce Game

A major reason Amazon doesn’t have as much buzz around its digital marketing platform is because it is primarily used for eCommerce.

While many marketers specifically focus on search engine marketing through Google or social media, Amazon still has a lot of relevancy in the digital space.

The numbers show that while Google and Facebook still dominate with 60% of digital ad spend in 2018, but Amazon is number 3, with an estimated 4% of the market that will grow to 7% by 2020. If you are selling a tangible product through an eCommerce platform, you should not ignore Amazon.

How Does the Amazon Digital Marketing Platform Work?

The primary way digital ads work on Amazon work similarly to Google search ads in the sense that you bid on certain keywords and pay per click.

With many of our clients who run search ads through Google’s advertising platform, we bid on relevant keywords that users in their target market might be searching to get in front of those searches. If we are running search ads for Atilus, for example, we could bid on keywords like “web design” or “internet marketing services”.

Ads in Amazon work similarly but through the eCommerce platform rather than a general search engine. So, if you are selling phone cases, you could bid on keywords like “phone case” or “iPhone case,” to make your product appear at the top of those search pages.

Other Advertising Options on Amazon

Although search-based product ads are the most common way of advertising in Amazon, they do have other options for companies to market themselves on their platform.

Amazon also offers display advertising, video advertising, and sponsored products. They recently consolidated all their advertising products into the Amazon Advertising platform. On their old platform, you had to work directly with Amazon team through their marketing services or media group, but now like Google and Facebook’s advertising platforms, marketers can directly set up and have control over their own campaigns.

Get Started Advertising on Amazon

If you are selling products online, it’s worth it to research the options you have with selling through Amazon and taking advantage of their advertising platform.

If you’re not sure where to start, the best way to get started on crafting a digital marketing strategy is to work with a digital agency that can fully understand your goals and target market and create an all-encompassing marketing strategy. Contact us today for more information about working with Atilus on online advertising.

Valerie Baker

Valerie is the Senior Account Manager & Project Manager here at Atilus.

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