What is Off-Amazon Search Advertising?
If you’re planning to expand your reach to include potential customers outside the Amazon network, Off-Amazon Search Advertising is the marketing strategy for you. Imagine the number of people who can see your Amazon products promoted on popular search engines like Google or Bing - it’s not a small one to be sure.
Businesses relying on Amazon traffic but wanting to go beyond the confines of the platform can experience the following benefits:
- Increase your brand visibility
- Target specific audiences with relevant and customized messaging
- Diversify your traffic sources
More Options, More Customers
Amazon is a powerful e-commerce platform with a massive user base, but let’s not forget that it’s not the only player in this top-tier marketing game.
With the use of Off-Amazon advertising, business owners can also utilize advertising heavyweights like Google, Bing, and other social media platforms and tap into a vast audience of millions daily.
This marketing strategy targets potential customers who are not Amazon shoppers but are looking into similar products that a certain brand can offer.
Messaging that Resonates
Off-Amazon advertising gives you more room to tailor-fit your messaging to specifically fit your customer segments.
Different platforms mean different ways of communicating with your target audience and this will give you the option to directly speak to their interests and needs. This is especially beneficial to sellers with niche products.
To effectively reach your customers, maximize the customer data and targeting options offered by the different platforms and customize your advertising campaign according to specific demographics, interests, and behaviors.
Casting a Wide Net
Staying within one platform may seem cost-effective but in reality, it is a huge risk. Diversifying your traffic sources gives you 2 gains:
1. Reduced Dependence on Amazon
Relying only on Amazon traffic leaves business owners shackled to its algorithms and policies. Sellers are vulnerable to the changes dictated by the platform and a broad source of traffic will reduce the costly risk of constantly changing your advertising campaigns to keep up with the pace.
2. Reach a New Audience
Using a different advertising platform as an Amazon seller increases your chances to reach a new audience who may not have found you had you confined your brand to a single channel.
For example, if you choose only to use Amazon Advertising, you may lose out on customers on Facebook who are seeking products like yours.
Diversify Your Resources
Widening your traffic resources reduces the risk of being dependent on only one platform and gives you the opportunity to tap into a new customer base.
Consider these strategies when diversifying your resources:
- Expand your marketing channels. You have a wide range of selections from e-commerce platforms, search engines, to social media advertising. This gives you even more options like paid search ads, email marketing, or content marketing.
- Build targeted campaigns within your chosen channels or platforms. This way, you can reach specific groups of people who share an interest in your product For example, if you’re selling sportswear, creating content and ads that resonate with athletes will drive more traffic to your brand.
- Maximize social media. Millions of people are on social media daily and posting interesting videos, photos or graphics can attract new followers and potential customers to your brand. Build a strong social media following by creating engaging content that will keep your followers interested.
- Partner with influencers. These people have a huge following and greatly affect trends, not to mention the sales traffic of a certain brand. Choose someone who aligns with your business values and audience.
What are your Options?
From popular social media platforms such as Facebook and Instagram to powerful search engines like Google, there are a variety of Off-Amazon advertising channels to choose from.
These are some examples that are popular with businesses:
Social media advertising
Instagram, Facebook, and Twitter are where the majority can be found. Social media marketing plans typically include paid search ads, email, or content marketing. These are designed to target specific audiences based on interests, demographics, and other factors specific to each platform.
Search engine marketing
Advertisers bid on relevant keywords that are used by a huge amount of daily users on popular search engines like Google and Bing. Their ads then get displayed at the top of the search results to drive traffic to their brand.
Influencer marketing
People with millions of followers aren’t called influencers for nothing. These people affect trends and drive heavy traffic to brands that collaborate with them. You can reach out to an influencer to promote your brand through sponsored posts, reviews, or host campaigns.
Display advertising
Banner ads and other forms of digital ads that are displayed on third-party websites and apps that are relevant to your brand also attract potential customers to your online store. With display advertising, remember to keep your message clear and interesting, and use designs that are visually stimulating. Don’t forget to align with your brand values and be consistent with your brand guidelines.
Before you Decide
Combining these strategies and forming a comprehensive digital marketing strategy, will effectively increase your brand visibility, communicate directly to your target audience, and widen the traffic to your business, ultimately increasing your sales.
Remember to carefully consider your target audience, brand values, and advertising goals before investing in any of these channels.
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