If you have ever tried to sell on Amazon, you will know that it takes more than having a good product, because despite the big audience you have access, the competition is a lot. However, the Full-Funnel strategy can help.
It is a powerful methodology to capture customer service from the first moment in which it shows interest until the moment it finally makes the purchase. But how to make sure to be there at each stage? Combining two Amazon tools: Sponsored ADS and Amazon DSP, to maximize your impact and be in the mind of the consumer throughout their trip.
Index
What is a full-funnel strategy?
The sales funnel (or funnel) is the process through which a consumer passes from discovering a product until he ends up buying it. This trip is not a linear, and marketing must be present in all these stages so that the client is held hooked .
It's like guiding it step by step for each of these phases so that a single opportunity is not lost
- Consciousness: It is the first point of contact and the customer still does not know what your product needs.
- Consideration: You know you need it, but you are comparing options.
- Decision: It is decided by a product and purchase.
This is where a full-funnel strategy demonstrates its potential. If you concentrate only in one phase, it is like you put all your efforts in the last part of the process without having worked the previous stages.
On the other hand, the combination of different advertising tools throughout this trip ensures that you are always present, even when the customer is not still sure whether it is going to buy you or not.
How do Sponsored Ads help capture attention in the early stages?
Sponsored ADS are an excellent starting point when the client is still in the phase of consciousness or in consideration. As in these the idea is to highlight your product and make the person see it for the first time , the ads are allies because they allow you to appear in the search results of Amazon or in the pages of similar products, which increases the probability that your brand is seen.
Let's look more detailed as the ads help in each of the first phases:
Awareness
A person is looking for something related to your product, but he still doesn't know that you exist. However, if your ad appears in the first search places, a door is opened to a new opportunity .
Sponsored ADS help you put your product in front of people who probably did not know you before, but now have reasons to review what you offer.
Consideration
Once the client knows that he needs something, he begins to compare options. In this phase, the sponsored ADS allow you to remain visible because they appear in front of the customer at the time it is deciding between several products similar to yours .
Use of Amazon DSP to increase retention and consciousness out of Amazon
Amazon DSP (Demand-Side Platform) allows you to create programmatic ads that not only appear inside Amazon, but also extend by a wide variety of websites outside the platform. In this way, you can show your ads to your potential customers, even when they are not on Amazon .
We explain how to use them for retention, loyalty and brand awareness:
Retention
If a customer has already shown interest in your product, the last thing you want is to forget you. Fortunately, with Amazon DSP you can create retargeting campaigns . With this, if someone has visited your product page, but did not buy, you can continue to show you ads while sailing through other sites.
Loyalty
Keeping customers happy and returning is one of the best ways to obtain repeated sales. With Amazon DSP, you can reach customers who have already bought you and foster their loyalty .
Let's put an example: if you sold a coffee maker, after purchase you can use Amazon DSP to show related accessories, coffee capsules or even other products that could like the buyer. Doing this keeps your brand in your mind and probably increases the volume of purchases.
Brand awareness
As we have said, Amazon DSP allows you to advertise outside the platform and take your message to a broader audience, in places such as blogs, media and associated websites. This increases visibility, while building a brand presence that goes beyond Amazon borders .
Full-Funnel campaigns examples
In a full-funnel strategy you are not obliged to limit yourself to a single platform, rather, if you combine Sponsoord ADS and Amazon DSP, you can ensure that your brand is visible at each stage of the process.
Here are some examples of how to do it:
Phase of consciousness
Suppose you release a new line of sports shoes. In the phase of consciousness, you use Sponsored ADS to appear in the search results of those looking for sports shoes or similar products. Meanwhile, you use Amazon DSP to show ads on websites related to sports and well -being, to reach people who still do not know your brand, but who could be interested because they want to buy just what you offer.
Consideration phase
When consumers begin the product comparison phase, the sponsored ADS are still relevant because they can be shown to those who have visited your page without buying. While Amazon DSP serves to make retargeting, showing ads on other websites, reminding them why your product is indicated for them.
Decision phase
In the decision phase, Sponsored ADS ads can be used to offer exclusive discounts that serve as the final push. And with Amazon DSP, you can continue showing retartling ads to users who have already visited your page. In this way, the idea that your product is the correct option is reinforced, increasing the chances of conversion.
Benefits of a Full-Funnel strategy
When integrating Sponsored Ads and Amazon DSP in a full-funnel strategy, the benefits are evident:
- Greater scope and visibility: when combining both platforms you not only reach users within Amazon, but also out.
- Optimization of the advertising budget: Use the appropriate tools at each stage of the funnel helps maximize investment return.
- Better conversion results: Being constantly present in each phase of the customer trip improves the probability of conversion, since users have more time to decide.
- Customer loyalty: When interacting with buyers in each phase, you encourage loyalty, which can lead to repeated long -term purchases.
Best practices to implement a full-funnel strategy
To implement an effective full-funnel strategy on Amazon, take these points into account:
- Clearly define your goals in each phase of the funnel, so you can better focus your efforts.
- Use segmentation tools.
- Adjust and optimize your campaigns constantly in accordance with your results.
- Your ads must be aligned with the needs of the consumer at each stage of the funnel.
With a full-funnel strategy, you will have everything you need to increase conversions on Amazon and build a strong, recognized and reliable brand.
