Customers in the middle of the funnel are actively searching for your product on platforms like Google. They already know about your brand and are eager to learn more. This is a great opportunity to target them with engaging ads that provide additional information about your product and encourage them to move forward in their buying journey.
In this blog post, we'll explore the concept of middle of funnel marketing - a strategic approach to engaging potential customers who are actively considering your Amazon product. At this stage, people are usually exploring and evaluating their buying options on platforms like Google. Let's find out how this can impact your Amazon store.
Understanding the 3 Stages of the Conversion Funnel
The Conversion Funnel is a model of the customer’s buying journey that represents the narrowing of choices as the customer progresses toward purchase.
- Top of the funnel (TOF): Customers first become acquainted with your brand through advertisements on platforms such as Facebook, TikTok, or Instagram, but their purchasing frequency is often low.
- Middle of the funnel (MOF): Potential customers in the middle of the funnel are actively seeking information on Google as they consider their options and get closer to making a purchase decision.
- Bottom of the funnel (BOF): Customers are browsing through popular platforms like Amazon, Walmart, or dedicated product websites to make their purchasing decisions.
Why It Matters for Your Amazon Store
The middle of the funnel marketing is a pivotal phase in a customer's journey where potential customers are actively researching products or solutions, often on platforms like Google. This stage is all about strategically guiding these potential customers toward a purchase on your Amazon store or your chosen marketplace. It's about channeling their research efforts into a clear pathway to conversion. That's why it is of utmost importance to concentrate your marketing efforts on this stage of the buyer's journey.
- Precise Targeting: By targeting shoppers in the middle of the funnel on platforms like Google with ads that direct them to your Amazon listing or storefront, you're capturing potential customers at a crucial stage of their decision-making process.
- Casting a Wider Net: Your MOF strategy extends beyond the limits of Amazon, reaching a wider audience of potential customers who are actively researching products like yours but have not yet decided where to make their purchase. This audience represents a group with a high level of intent to buy.
- Efficiency and Effectiveness: By adopting the MOF approach, you can enjoy the benefits of lower Cost-Per-Click (CPC) and higher conversion rates. Take a look at how Ampd assisted this brand in achieving amplified traffic and conversions.
Optimize Your Middle of Funnel Strategies
To maximize your conversions and transform potential customers into paying customers, it is essential to optimize your MOF strategies effectively.
- Keep an eye on these metrics to learn how well your MOF strategies are working:
- Engagement Rates
- Conversion Rate
- Cost per Acquisition (CPA)
- Return on Investment (ROI)
- Keyword Research: Identify keywords that resonate with your product and match customer searches.
- Use your target keywords throughout your website's content, including titles, headings, meta tags, and body text.
- Consider your target audience when choosing keywords.
- Make sure that your keywords are relevant and that they are used naturally.
- Put it on Google Ads - While marketplace advertising and retail media typically exhibit click-through rates of 1.5-3%, Google Ads boasts click-through rates to marketplaces ranging from 10 to 15%. Here are 4 advantages to leveraging Google Ads:
Embracing the Power of Omnichannel
By embracing an omnichannel strategy, you're essentially casting a wider net to capture potential customers at various touchpoints across platforms. This involves leveraging not only Amazon but also external channels like Google Ads. Here's how going omnichannel can supercharge your MOF marketing efforts:
- Maximizing Reach: Amazon is undoubtedly a powerful platform, but combining it with Google Ads enables you to extend your reach to users who might be searching for similar products outside of Amazon. This increases your brand's visibility and exposure to a broader audience, potentially capturing customers who are in the active consideration phase.
- Enhancing Engagement: Different customers have varying preferences for browsing and shopping. Some might start their product research on Amazon, while others may turn to Google. By being present on both platforms, you provide a seamless experience for potential customers, meeting them where they are and increasing the likelihood of engagement.
By adding Google Ads to your MOF strategy through an omnichannel approach, you're blending platforms seamlessly. This lets you capture potential customers while they research on Google, leading them toward a purchase on Amazon or your marketplace. By broadening your presence and maximizing both platforms, you're not just extending your brand's reach but also improving your capability to engage and convert potential customers effectively. To find out if your product is a good fit for Google Ads, try Ampd's Benchmark tool today!
Scaling in Amazon with Google Ads and Ampd
Discover Ampd – your pathway to unleashing the potential of Google Ads for middle-of-funnel engagement. We expertly guide high-intent customers to your Amazon store.
Our intelligent advertising platform empowers thousands of brands to enhance revenue through Google Ads and drive customers from Google to Amazon, handling everything from creating ads to optimizing them in a single user-friendly hub. The inclusive reporting covers individual keyword performance, TACoS, impression share, and an overview of your brand portfolio.