If you've ever tried selling on Amazon , you know it takes more than just a good product, because despite the huge audience you can reach, the competition is fierce. However, a full-funnel strategy can help.
It's a powerful methodology for capturing the customer's attention from the moment they show interest until the moment they finally make a purchase. But how do you ensure you're there at every stage? By combining two Amazon tools: Sponsored Ads and Amazon DSP , to maximize your impact and stay top of mind throughout the consumer's entire journey.
Index
What is a full-funnel strategy?
The sales funnel is the process a consumer goes through from discovering a product to ultimately purchasing it. This journey isn't linear, and marketing must be present at every stage to keep the customer engaged .
It's like guiding him step by step through each of these phases so that he doesn't miss a single opportunity
- Awareness: It's the first point of contact and the customer doesn't yet know they need your product.
- Consideration: You already know you need it, but you're comparing options.
- Decision: A product is chosen and purchased.
This is where a full-funnel strategy demonstrates its potential. If you focus on only one phase, it's like putting all your effort into the final part of the process without having worked on the previous stages.
In contrast, combining different advertising tools throughout this journey ensures that you are always present, even when the customer is still unsure whether to buy from you or not.
How do Sponsored Ads help capture attention in the early stages?
Sponsored Ads are an excellent starting point when a customer is still in the awareness or consideration stage. Since the goal here is to highlight your product and make it visible to the user for the first time , these ads are valuable because they allow you to appear in Amazon search results or on pages of similar products, increasing the likelihood of your brand being seen.
Let's look in more detail at how advertisements help in each of the first phases:
Awareness
Someone is searching for something related to your product, but they don't yet know you exist. However, if your ad appears at the top of the search results, it opens the door to a new opportunity .
Sponsored Ads help you put your product in front of people who probably didn't know you before, but who now have reasons to check out what you offer.
Consideration
Once a customer knows they need something, they start comparing options. At this stage, Sponsored Ads allow you to remain visible because they appear in front of the customer at the moment they are deciding between several products similar to yours .
Using Amazon DSP to increase retention and awareness outside of Amazon
Amazon DSP (Demand-Side Platform) lets you create programmatic ads that not only appear on Amazon, but also extend across a wide variety of websites outside the platform. This way, you can show your ads to potential customers even when they're 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 for them to forget about you. Fortunately, with Amazon DSP you can create retargeting campaigns . This allows you to continue showing ads to someone who has visited your product page but didn't buy, as they browse other sites.
Loyalty
Keeping customers happy and returning is one of the best ways to generate repeat sales. With Amazon DSP, you can reach customers who have already purchased from you and foster their loyalty .
Let's take an example: if you sold a coffee maker, after the purchase you can use Amazon DSP to show related accessories, coffee capsules, or even other products the buyer might like. Doing this keeps your brand top of mind and will likely increase sales.
Brand awareness
As we've mentioned, Amazon DSP allows you to advertise outside the platform and reach a wider audience through platforms like blogs, news outlets, and partner websites. This increases visibility while building a brand presence that extends beyond Amazon .
Examples of full-funnel campaigns
In a full-funnel strategy, you are not obligated to limit yourself to a single platform; rather, by combining Sponsored Ads and Amazon DSP, you can ensure that your brand is visible at every stage of the process.
Here are some examples of how to do it:
Awareness phase
Let's say you launch a new line of athletic shoes. In the awareness phase, you use Sponsored Ads to appear in search results for people looking for athletic shoes or similar products. Meanwhile, you use Amazon DSP to display ads on sports and wellness websites, reaching people who aren't yet familiar with your brand but might be interested because they want to buy exactly what you offer.
Consideration phase
When consumers begin the product comparison phase, Sponsored Ads remain relevant because they can be shown to those who have visited your page without making a purchase. Meanwhile, Amazon DSP is used for retargeting, showing them ads on other websites and reminding them why your product is right for them.
Decision phase
During the decision-making phase, Sponsored Ads can be used to offer exclusive discounts that provide the final push. And with Amazon DSP, you can continue to show retargeting ads to users who have already visited your page. This reinforces the idea that your product is the right choice, increasing the likelihood of conversion.
Benefits of a full-funnel strategy
By integrating Sponsored Ads and Amazon DSP into a full-funnel strategy, the benefits are clear:
- Greater reach and visibility: By combining both platforms, you reach users not only within Amazon, but also outside of it.
- Advertising budget optimization: Using the right tools at each stage of the funnel helps maximize return on investment.
- Better conversion results: Being consistently present at every stage of the customer journey improves the likelihood of conversion, as users have more time to decide.
- Customer loyalty: By interacting with buyers at every stage, you foster loyalty, which can lead to repeat purchases in the long term.
Best practices for implementing a full-funnel strategy
To implement an effective full-funnel strategy on Amazon, consider these points:
- Clearly define your goals at each stage of the funnel, so you can better focus your efforts.
- Use the segmentation tools.
- Adjust and optimize your campaigns constantly according to their results.
- Your ads should be aligned with the consumer's needs at each stage of the funnel.
With a full-funnel strategy, you'll have everything you need to increase conversions on Amazon and build a strong, recognized, and trustworthy brand.
