The Amazon Ecosystem and Terminology
Transcription
With product display ads, which appear on Amazon’s product detail pages. You have the option to target consumers by the interests or by selecting specific products. So ASENS, they are researching. This could be your own products, competitors offering. Or even complementary products you think your targets might be researching?
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The most common strategies that brands are using for these adverts are either conquesting or defensive campaigns, conquesting, as the name suggests involves running adverts on the detailed pages of competitive products in order to entice consumers who landed to consider your product in state, obviously as well as the adverts themselves, you’ve got to get your own page merchandising images, reviews, pricing, et cetera, spot on.
If you want to be successful with conquesting brands and the agencies are constantly experimenting and analyzing what. Defensive campaigns involve buying up advertising spots on your own product detail pages to ensure competitors aren’t able to conquest there.
The trick with this strategy is to try to upsell to a later version or highest specification of your products, or perhaps create product bundles to encourage consumers, to spend more. For example, if you’re selling an iPhone, maybe you could create a bundle of iPhone plus a screen protector.