When most retailers seek out tips to boost their ecommerce advertising strategy, it is usually because they want help winning bids or undercutting the competition by advertising below the Amazon buy box.
However, one often neglected area of an ecommerce advertising strategy has to do with what customers see once they click on your ad. Because advertising and product content are generally separated into different teams, Amazon Product Detail Pages can be overlooked when marketers are in a rush to create effective ads.
What are product detail pages (PDPs) and why is focusing on them a good ecommerce advertising strategy?
On your Amazon PDPs, shoppers will find the name of your product, an image of that product, vital product information, such as dimensions, a list of bullet points describing your product, and customer reviews. And while making an Amazon product detail page is free, it doesn’t mean it is easy to create a product detail page that bolsters your ecommerce advertising strategy by selling your product to customers.
Because Amazon has become a place not just to buy goods but an essential part of retailers’ ecommerce advertising strategy, it can be easy to forget that the marketplace is crowded.
According to reports, Amazon advertising prices have surged in the past year, as Sponsored Products ads began to account for 73 percent of retailers’ ad spend. And while sales from Amazon are essential, research shows that maintaining a presence on Amazon with positive reviews is vital to a successful ecommerce advertising strategy. In fact, 74% of shoppers begin their research on Amazon, whether they end up buying from Amazon or not.
And while there are many ecommerce advertising tips to be written and read about winning bids and placing Sponsored Products ads at the top of search results, all of that Amazon ad spend is wasted without a product detail page that really sells.
So here are three ecommerce advertising tips focused on making sure your product detail pages are up to snuff before you sink any money into your Amazon Ads.
Amazon PDP Tip #1: Focus on customer success
One of the most forgotten details about building a Product Detail Page is that it essentially acts as a 24/7 store window for your product.
Remember the days of cruising the mall to see what was new, seeing the perfect product in a store winding, and going inside to find the details? That’s exactly what the Product Detail Page is.
However, unlike the mall, where a helpful sales person was there to answer questions (and perhaps hype the product a bit), all your shoppers have are a few inches of screen. Therefore, providing every piece of relevant information a customer who has clicked through to your product might need is critical here–demonstrations, reviews, and excellent images all matter, as does a thoughtful (and grammatically correct!) question and answer section.
Amazon PDP Tip #2 Make your products pop
Do not think of your Product Detail Page as a set it and forget it proposition.
You can add special offers to these pages. If you are looking for season traffic or Prime Day customers, you absolutely should not only update with promotions but make sure it is clear that the special offer is tied to seasonality.
Additionally, images should not be one and done either. If you sell string lights, for example, a person hoping to buy a set of string lights for their Fourth of July cookout is probably not interested in what they look like at Christmas time.
Amazon PDP Tip #3 Create a full experience
It’s also worth considering Amazon’s A+ content approach as part of your ecommerce advertising strategy.
This tactic does provide sellers with the option to create comparison charts to competitors and add high-quality video, which is excellent for prioritizing the “window dressing” aspect of your product detail pages. While it is typically the “big brands’” that go with A+ content, the feature can be beneficial if you are trying to drive customers to a particular product, such as something seasonal when competition between advertisers becomes especially fierce.
Advertising space on Amazon has become incredibly crowded of late. So make sure you are getting the most out of your Amazon spend by creating the most compelling content possible when customers land on your product page.
Technology is at the core of a best-in-class ecommerce advertising strategy
As part of Skai’s intelligent marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers including Amazon, Walmart, Target, and Instacart all in one place.