Amazon Advertising Strategy: How to Reach People Beyond Amazon

Multichannel advertising is a way for businesses to reach their target audience on multiple channels beyond the usual Amazon advertising strategy

Your ad spend can include channels like:

  • Search engine marketing (organic search results),
  • Using product display ads,
  • Social media,
  • and E-mail marketing

It is important for e-commerce businesses because by using multiple channels, businesses can also track how good their campaigns are (more accurately) and optimize their results.

How can you use different channels in your e-commerce business? There is search engine marketing to reach customers who are searching for products or services related to their business.

You might also use social media marketing to connect with customers who are interested in your brand.

And you might use email marketing to nurture (or at the very least, entertain) customers who have already made a purchase of sponsored products.

By using a combination of channels, e-commerce businesses can create a more holistic and effective marketing strategy with no wasted ad spend and focused advertising costs.

This can help them to reach more customers, increase brand awareness, make product listings discoverable, and drive sales.

Summary of Amazon Advertising Strategy

amazon advertising strategy Gorilla ROI
Amazon advertising strategy

Amazon Advertising can help e-commerce businesses grow their audience, brand, and sales through manual targeting or sponsored ads. To use it effectively, businesses should:

  • Choose keyword-targeted ads and high-quality images for their Amazon ad campaigns
  • Set a daily budget for their campaigns – sponsored brand ads and Amazon product display ads
  • Monitor their results and optimize their campaigns – focused sponsored product ads

These tips can help businesses achieve their e-commerce goals and focus ad spend with Amazon ads.

Why Expand Beyond Amazon?

people brainstorming in the office
People brainstorming Amazon advertising strategy

Amazon is a powerful platform (and one of the biggest) for e-commerce businesses. Still, it’s important to branch out beyond Amazon to reach a wider audience and grow your business.

Here are some reasons why you should consider other platforms in your Amazon advertising strategy:

  • Amazon is not the only platform. There are other profitable e-commerce platforms out there with their own unique audience. I suggest expanding your horizons beyond Amazon, so you can reach new customers who might not be aware of your brand.
  • Amazon is becoming increasingly competitive. You will face stiff competition on Amazon (it also feels like a race to the bottom), and it’s getting fairly difficult to be discoverable and unique. By expanding beyond Amazon, you can avoid the competition and find a more favorable marketplace.
  • Amazon takes a cut of your sales. Amazon takes a commission on every sale you make on their platform. This can eat into your profits, especially if you’re selling high-margin products. By expanding beyond Amazon, you can keep more of your profits for yourself.
  • Amazon is not always the best place to sell your products. Amazon’s algorithms can sometimes bury your products, making it difficult for customers to find them. By expanding beyond Amazon, you can control your own pricing and marketing strategies.

There are many reasons why it’s important for e-commerce businesses to expand beyond Amazon. By doing so, you can reach a wider audience, grow your business, and keep more of your profits.

The Benefits of Multichannel Advertising

old newspaper ads
Old newspaper ads

Here are some of the benefits of multichannel advertising marketing efforts:

  • Reach a wider audience: With multichannel advertising, you can reach more people by targeting them on different platforms. You can run ads on social media and search engines and create email automation to reach people who are interested in your products or services.
  • Increase brand awareness: When you advertise on multiple channels, you’re exposing your brand to more people. This can help to increase awareness and make your business more recognizable.
  • Drive sales: Multichannel advertising can help to increase sales by giving potential customers multiple opportunities to learn about and purchase your products or services. For example, you could run ads that direct people to your website or landing pages where they can make a purchase.
  • Track results: Multichannel advertising allows you to track the results of your campaigns more accurately. This is because you can track the effectiveness of each channel and see which ones are performing the best.
  • Optimize campaigns: By tracking the results of your campaigns, you can optimize them to get better results. For example, you could adjust your targeting or bidding strategies to improve your click-through rate or conversion rate.

If you’re an e-commerce business, multichannel advertising is a powerful tool that can help you to reach more customers, increase brand discoverability, and up sales. 

Use the channel you’re comfortable with at first. Branch out to use the rest of them. This way, you can create a more complete and effective marketing strategy that will help you to reach your business goals.

Different Channels for E-Commerce Businesses

Here’re the different channels that e-commerce businesses can use to reach customers beyond Amazon.

🗣️ Pro Tip: Use channels like SEM, social media, email marketing, and affiliate marketing.

  1. Search engine marketing (SEM): If you want to be found, you gotta pay to play. But don’t just throw your money away on AdWords. Use SEM to target your ads to the right people and get the most bang for your buck.
  2. Social media marketing: Wait… what do you mean you’re not on social media?! Your business is missing out! But don’t just post cat memes all day. You can use social media well beyond that – connect with your customers, get customer feedback, build relationships, and drive sales.
  3. Email marketing: Email is still one of the most effective ways to reach your customers. But don’t just send out spammy newsletters. Use email marketing to send targeted messages that your customers will actually want to read.
  4. Display advertising: In short, put your brand in front of people who are already interested in what you have to offer. But don’t just slap your ads up on any old website. You need to choose the right websites to target so your ads will be seen/absorbed by the right people.
  5. Affiliate marketing: Affiliate marketing is not like the old days, where you build a spam site with links that give you a small kickback. It’s a wonderful way to reach new customers and up your sales. But don’t partner with just anyone willy-nilly. You need to choose affiliates who have a good reputation and who’ll promote your products/services effectively.

What Multichannel Advertising Can You Use

Here’re the different types of multichannel advertising that can be used for your product ads or business.

🗣️ Pro Tip: Retargeting kinda sounds stalker-ish, but it works so well in brand recall.

  • Retargeting: This is something that sounds kinda weird. Do you see ads that follow you from one website to another? You can also do this – show ads to people who have already visited your website or interacted somehow with your brand. No one likes being followed around the internet by ads for stuff they already looked at. It’s a little bit creepy if ads act this way, but it’s a great nudge to people to remember your brand.
  • Product listing ads (PLAs): These are ads that show up in search engine results pages (SERPs) for products or services that match your keywords. Using them is a highly effective way to exhibit your merchandise to those actively seeking what you have to provide.

    PLAs are like the little elves that help Santa deliver presents on Christmas Eve. They’re always there, working quietly in the background, making sure your products are seen by the right people.
  • Sponsored brands are a powerful tool that can help your brand get noticed by appearing at the top of search engine results pages (SERPs) when users search for keywords associated with your brand. By using this method, you can increase your brand recognition and drive more traffic to your website.

    Sponsored brands are like the cool kids at school. Everyone wants to be them, but they’re only interested in the popular kids.
  • Sponsored products: These are ads that show up on Amazon and other online retailers. They’re a fantastic way to get your products in front of people who are already shopping for products like yours.

    Sponsored products are like the annoying little siblings who always want to tag along with you when you go out. They’re not always welcome in your room, but you love ’em anyway, and they can be helpful sometimes.

Real-Life Success Stories

dollar sign on bearded man's cheek

Here’re some examples of successful multichannel advertising campaigns that’ll make you green with envy or inspire you to do your darndest to succeed yourself!

The success story of Dollar Shave Club proves that a creative and innovative approach, coupled with the power of social media (and the behavior of today’s people), can lead to phenomenal growth and wider outreach.

By producing a hilarious “Shave Right Now” video that went super viral, they were able to increase their revenue from $1 million to $100 million in just two years.

The Dollar Shave Club’s campaign was so successful because it was both relatable and funny (it was SO funny). The presentation was really fun and informative as well!

We all know how difficult it is to combine all those factors together! They showed us how their product could save us men both time and money, which was super cool and rad.

The Nike+ campaign: This campaign used a combination of social media, email marketing, and affiliate marketing to drive sales. Nike+ members could track their workouts, compete with friends, and earn rewards.

The campaign was a humongous success, and it helped Nike to connect as well as engage with a younger audience.

The Nike+ campaign was so successful because it was personalized and engaging. Members could track their progress and see how they stacked up against their friends (and heck, even their foes).

This made the campaign bigger than just a marketing campaign. It was a way for Nike to build relationships with their customers. They made it personal and personable.

How to Track Your Campaigns

Amazon advertising campaigns

Here’s how you can track your campaigns so you can optimize them and gain more from your efforts.

Google Analytics: This tool is super handy for tracking your website traffic and conversions. You can easily see where your traffic is coming from, which pages people are checking out, and what actions they’re taking. It’s a fantastic way to keep tabs on your website’s performance!

Google Analytics is like the nosy neighbor who always knows what you’re up to. But unlike meddlers in your life, Google Analytics is a valuable tool that can help you improve your marketing campaigns.

Facebook Ads Manager: This tool allows you to track the performance of your Facebook ads. You can see how many people saw your ads, how many clicked on them, and how many conversions you generated.

Facebook Ads Manager is like your annoying little sibling who always wants to know how your day was. But it’s also a valuable tool that can help you optimize your Facebook ad campaigns and, subsequently, your Amazon advertising strategies.

Email marketing software: This particular type of software allows you to track open rates, click-through rates, and conversions for your email marketing campaigns.

You can use this information to see how effective your emails are at reaching your target audience and driving them to take action.

Email marketing software is like a personal assistant who always knows what you’re doing. But it’s also a valuable tool that can help you improve your email marketing campaigns.

Final Words

Formulating an Amazon advertising strategy doesn’t need to be complex.

But you need reliable data that only Gorilla ROI can offer. Gorilla ROI can pull accurate and up-to-date Amazon advertising data into Google Sheets for your convenience.

If you’re an e-commerce business and looking beyond Amazon, you should be using multichannel advertising to reach your target audience. 

🗣️ Pro Tip: Identify your audience and choose the right channels to use. The most important is to provide great customer service.

Here’s some advice on how to implement a successful multichannel advertising strategy:

  • Start by identifying your target audience and their needs. What’re they looking for? What’re their pain points? Once you know who you’re trying to reach, you can start to tailor your advertising campaigns to their specific needs.
  • Choose the right channels to reach your target audience. Not all channels are created equal. Some channels are better suited for reaching certain demographics or psychographics. Do your research to find the channels that will reach your target audience most effectively.
  • Create a consistent brand experience across all channels. No matter where your customers are interacting with your brand, they should have a consistent experience. This means using the same colors, fonts, and messaging across all channels.
  • Track and measure the results of your campaigns. This is essential for seeing what’s working and what’s not. You can use tools like Google Analytics to track the performance of your campaigns and make adjustments as needed.

To implement a successful multichannel advertising strategy and reach a wider audience, use a combination of channels. Experiment to find what works best for your business.


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