The Anatomy of Winning Advertising

If the flywheel is the engine that powers your brand growth on Amazon, advertising is the fuel that powers the engine.

While everything else matters, and needs to be optimized correctly, it’s through advertising that you bring your products to the eyes of your customers. The results, then, power your organic growth.

But how do we get the most of our advertising?

Data-Driven Strategy

As everything else we do at Zoplenti, our advertising is data driven, and we let the market’s response to our action mold our strategy.

Thanks to ZVP, we are able to meticulously track results across hundreds of keywords and campaigns, pinpointing what works and what doesn’t, optimizing both results and spend.

The Three Advertising Pillars

In our model, we focus on three main types of campaigns in our advertising, largely defined by customer segment. Each of these types has its own importance and its own strategy.

• Defensive Campaigns: These are campaigns that target searches for your own brand and products, in order to protect your existing customers from being poached.
• Offensive Campaigns: On the other hand, these are campaigns that target your direct competitors, to grow market share by taking it away from your key opponents in the market.
• Segment Campaigns: These are campaigns targeting your customer segments as they search for your product category, to acquire new customers evaluating options.

How much is allocated to each, and what types of campaigns we run, depends on your market, brand, and results.

Conflicts Kill Results

Amazon is competitive, and that’s advertising can only be effective if there is only one key partner in charge of your Amazon strategy.

With multiple sellers there is internal competition and friction, in addition to your brand’s competitors:

• They compete in the same ad auctions against each other, driving costs up and spending more to get the same results.
• Their performance data is incomplete, so no one can see what’s really working, further diminishing results.
• There’s no unified strategy, just overlapping guesswork, with guaranteed missed opportunities for your brand.

With one captain at the helm, you have decisions made on complete data, optimized cost, and one single strategy. 

At Zoplenti, we run your advertising as part of a complete strategy tailored to your brand, driving sustainable results for the long term.

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