How to create a Full Funnel strategy in Amazon Advertising

Steps to create a Full Funnel strategy in Amazon Advertising

  1. Defining campaign objectives: Before starting, it is important to clearly establish the objectives to be achieved, whether it’s increasing sales, brand recognition, or website traffic.
  2. Researching keywords: A thorough research of relevant keywords for the promoted product must be conducted. It is important to identify high-volume, low-competition keywords to maximize the campaign’s effectiveness.
  3. Creating advertisements: High-quality ads that are appealing and persuasive to consumers should be created. The ads should be designed to grab attention and encourage consumers to take action, such as clicking on the ad or purchasing the product.

  4. Optimizing the listing: The product detail page should be optimized to increase visitor-to-customer conversion. The page should be visually appealing and provide relevant information about the promoted product.

  5. Analyzing and optimizing: It is important to regularly monitor and analyze campaign results to identify areas for improvement. If the results are not as expected, adjustments should be made to the strategy to enhance campaign effectiveness.

  6. By following these steps, an effective Full Funnel strategy can be developed for Amazon Advertising that enhances visibility, conversion, and customer loyalty.

Marketing Funnel

Regarding the marketing funnel (also known as the conversion funnel), it refers to the different stages that consumers go through before making a purchase or conversion. Below are the different stages of the funnel and their objectives:

  1. Awareness: In this stage, the goal is to capture the consumer’s attention and generate awareness about the product. The focus should be on generating interest and curiosity so that the consumer continues to investigate more about the product. It is important to provide relevant and detailed information about the product to increase consumer interest.
  2. Consideration: In this stage, the consumer has shown significant interest in the product or service. The goal is to provide additional information about the product and help the consumer consider whether the product meets their needs and desires.
  3. Intent: In this stage, the consumer has decided that the product meets their needs and is ready to make a purchase. It is important to provide incentives and special offers to motivate the consumer to make the purchase 
  4. Loyalty: This stage focuses on maintaining a long-term relationship with the customer and keeping their loyalty towards the brand. The goal of this stage is to encourage repeat purchases and ideally, turn the customer into a brand advocate.

Translation to English: Types of Advertising for Each Stage of the Funnel

As the most important point to consider, it is important to know what type of advertising we apply to each stage of the funnel to achieve our objective:

1. Awareness: 

Amazon DSP: Targeted towards more complex programmatic campaigns, reaching much more specific audience segments and a wider range of websites. Sponsored Display audience: This type of advertising allows you to focus on different strategies thanks to its great segmentation capability. In the case of the awareness stage, we can target audiences. These audiences are distinguished by Lifestyle, Interests, Life Events, and Internal Market, each containing relevant audiences with exclusive segments and covering a lot of traffic.

2. Consideration: 

Sponsored Brand: This advertising allows you to showcase not only your products but also accompany them with your brand to generate brand awareness and show a greater part of the catalog. Brands help customers discover your brand and interact with it in prominent search placements. They can assist with consideration through customizable ads that link to a landing page or a Store.

3. Conversion: 

Sponsored Product: This is the most basic and commonly used advertising by Amazon advertisers, based on individually showcasing your products and positioning them in the top search results. It is the advertising most focused on conversion since it is identical to organic results and is where direct purchases are made, whether through keyword or product targeting. Sponsored Display contextual and remarketing views: To focus on conversions with this placement, it is recommended to use contextual targeting, which would be the same as Sponsored Product targeting, allowing you to target your direct competitors. Another interesting type of targeting that only exists in Display is remarketing views, to impact customers who have previously visited your product detail pages but did not make a purchase.

4. Loyalty: 

Sponsored Display remarketing purchases: Finally, as a strategy to cover the last stage of the funnel and more focused on consumable products with recurring purchases, we have remarketing purchases. Just like we saw with views, this time it allows you to target those customers who have made a purchase previously and want to impact them again, this time with the intention of encouraging them to repeat the purchase and fostering customer loyalty.

What will a Full Funnel strategy help you with?

The implementation of a Full Funnel strategy can help improve ROI by enabling a better understanding of the performance at each stage of the buying process and identifying opportunities to improve the efficiency of marketing and sales processes. Furthermore, the Full Funnel strategy can also enhance customer retention and loyalty, increasing the likelihood of repeat purchases and referrals to other potential customers.

If you still have questions about what a Full Funnel strategy is and how to use it within different marketplaces, Década has a specialized team ready to assist you throughout the entire process. They can also help address all your doubts to make the most of your products and boost your online business.