Three ways to build a customer-centric advertising strategy on Amazon
Build a comprehensive view of your audience
Create positive experiences for shoppers beyond their first and last interaction with your brand
Effective ads on Amazon share similar attributes according to internal Amazon research2: they contain clear and concise messaging, use high-quality product images, are not overcrowded with multiple products and include promotions to drive seasonal offers.
The types of advertising inputs we recommend to drive experiences across the marketing funnel vary by objective:
- Build awareness – use educational content, product, lifestyle imagery or videos to illustrate product benefits
- Drive consideration – develop a single product benefit or value proposition
- Purchase – weave timely promotional messaging or deal badges into the creative
Similar guidelines apply to video – videos should include products in the first two seconds to help engage the audience.
Understand customers’ media preferences.
Today, audiences engage through a variety of channels – the average US household owns 11 different devices, 7 of which are connected to a screen (e.g. smartphone, tablet) 3 – which means that if you’re only concentrating on advertising on-screen, you may miss an opportunity to reach audiences beyond the screen. For example, with audio ads, brands can deliver brand messages and reach customers in a screenless environment.
Putting customers at the centre of your approach can help you stay top of mind. Want to learn more about how to build better ad experiences on Amazon? Contact your Amazon Ads account executive today.
1Amazon Internal, April 2020 and Nielsen Brand Lift Study
2Amazon Internal Data 2018 – 2019 multi-variant creative testing
3Deloitte Connectivity and Mobile Trends Survey 2019