Amazon Full-funnel Complete Strategy

You are killing your brand, if you had been randomly running ad campaigns without a proper funnel strategy.

Full-funnel advertising is crucial for Amazon sellers because it engages customers at all stages of their journey—awareness, consideration, and conversion. This approach builds long-term brand visibility, increases customer consideration, and boosts sales. 

According to Amazon, sellers using full-funnel strategies see significant gains, like 21% more new-to-brand sales and a 250% growth in page views. 

By consistently targeting customers across all funnel stages, brands can create stronger loyalty, improve repeat purchases, and build a "habit loop" where customers actively seek out their products. This holistic strategy ensures sustained growth and success compared to focusing on just one stage.

Amazon PPC Ad Options for Top of the Funnel Campaigns

• Use Sponsored Brands Ads featuring your logo, a custom headline, and up to three products, or even a video. Use these for your brand story, or introducing multiple products at once.

• Use Sponsored Display Ads for re-engaging users who have shown interest in similar products, such as travelers who might be in the market for new luggage.

• Use Sponsored Products Ads with broad keyword targeting such as "travel bags" or "carry-on luggage."

• Use Amazon DSP Ads offering advanced targeting options and access to a broader inventory.

Amazon PPC Targeting Strategies for Top of the Funnel Campaigns

• Broad Keyword Targeting: Use broad match keywords to capture a wide audience. For instance, if you sell high-end luggage, use keywords like "luxury luggage," "travel bags," or "designer suitcases."

• Competitor ASIN Targeting: Target competitors’ product pages with Sponsored Display ads. For instance, if you're launching a new line of carry-on luggage, target ASINs of popular models in that category.
• Category Targeting: Target entire product categories related to your niche. For example, target the “Luggage & Travel Gear” category if you're selling premium travel bags.

Audience Targeting with DSP

• In-Market Audiences: Target users actively browsing related categories, such as "Frequent Travelers" or "Business Travel Essentials."
• Lifestyle Audiences: Target based on long-term shopping behaviors. For example, target "Adventure Travelers" if you sell durable outdoor backpacks.
• Contextual Targeting: Display ads on websites and apps related to your product category, like travel blogs or luggage review sites.

Audience Options for TOF Campaigns

• Use Amazon’s DSP to create lookalike audiences to reach new users who share characteristics with your current customers.
• Use Remarketing Audiences (DSP) to keep your brand top-of-mind as users continue their browsing journey, especially for high-consideration items like luxury luggage.
• Use Behavior and Interest Targeting (Sponsored Display) to target users interested in "Luxury Travel" if you’re selling high-end luggage.

Amazon PPC Bidding Strategies for TOF Campaigns

• Dynamic Bids – Up and Down: For TOF campaigns, use a conservative bid adjustment (e.g., up to 20%) to maintain a balance between visibility and cost-effectiveness.

• Fixed Bids with Placement Adjustments: Increase bids for top-of-search placements where visibility is crucial. For example, increase bids by 30-40% for Sponsored Brands ads appearing at the top of search results when users search for "travel bags" or "suitcases."
• Dayparting: Adjust bids based on when your target audience is most active. If your product appeals to frequent travelers, increase bids during weekends when they might be planning trips and shopping for travel gear.
• Auto vs. Manual Bidding (DSP): Use auto-bidding to maximize reach across DSP campaigns, but monitor and adjust manually for high-performing segments or placements.

Integrate Amazon DSP into Your TOF Strategy

• Use display ads to increase brand awareness across Amazon’s network and third-party sites. For example, showcase your new luggage collection on travel blogs and lifestyle websites frequented by affluent travelers.
• Use Amazon DSP to deliver video ads that tell your brand story. A 15-30 second video highlighting the durability and design of your luggage can significantly increase brand recall.
• Use Amazon DSP to retarget users across multiple channels. For example, a user who saw your display ad on a travel website could be retargeted with a video ad on Amazon showcasing the unique features of your luggage.

Add On Tips

• Segment your campaigns by product line, ad type, and targeting strategy. This allows for precise control over performance and budget allocation. For example, separate campaigns for "carry-on luggage," "checked bags," and "travel accessories."
• Continuously test different ad creatives, targeting options, and bidding strategies. For example, test multiple video ads featuring different aspects of your luggage, such as durability, design, or ease of use.
• Track "New-to-Brand Orders" and "New-to-Brand Sales" to measure the effectiveness of your TOF campaigns. Adjust your strategy based on which ads are driving the most new customers for your luggage products.
• Use Amazon DSP for creative sequencing, delivering ads in a specific order to guide the customer journey. For example, start with a broad awareness ad showing your brand's commitment to quality, followed by a detailed product showcase, and finish with a call-to-action for purchasing your luggage.

Example Campaign Performance Breakdown

Let’s consider you’re launching a new collection of premium travel bags. Here’s how you might structure your TOF campaign:

Sponsored Brands Video Ads (Broad Keywords):

• Budget: $70/day
• Target Keywords: “luxury travel bags,” “high-end luggage,” “designer suitcases”
• CPC: $1.20
• Expected CTR: 0.8%
• Expected Impressions: 6,000/day
• Expected Clicks: 58/day
• New-to-Brand Orders Goal: 12/day

Amazon DSP Display Ads (Lifestyle Audience – Frequent Travelers):

• Budget: $100/day
• CPM: $4.50
• Expected Impressions: 22,000/day
• Expected Clicks: 80/day
• New-to-Brand Orders Goal: 15/day

Ad Options For Middle of the Funnel Campaigns

• Use custom image ads to highlight product features and benefits that differentiate your products. For instance, showcase the durability of your luggage with images showing it in rugged environments.
• Create Product Display Ads with Cross-Sell Offers to target users who have viewed related products. For example, if someone has looked at suitcases, display ads for travel organizers or luggage tags.

Targeting Strategies For Middle of the Funnel Campaigns

1. Use Refined Interest-Based Targeting to target users who have shown interest in specific features that your product offers. For example, if your luggage is known for its lightweight design, target users interested in "lightweight travel gear."
2. Use Competitor Retargeting with Value Proposition to target users who have viewed competitor products but didn’t purchase. Highlight what makes your product a better choice, such as offering a longer warranty or better reviews.
3. Use Engagement-Based Targeting to target users who engaged with your brand in TOF campaigns (e.g., clicked on a video ad but didn’t purchase). Use ads that offer more detailed information or user reviews to push them further down the funnel.

Audience Options For MOF

• Target users who have viewed or interacted with your product reviews. Users interested in reviews are often closer to making a decision, making them prime candidates for MOF targeting.
• Specifically retarget users who watched a certain percentage of your TOF video ads but didn’t engage further. Use these audiences to show them more in-depth videos or customer testimonials.

Bidding Strategies For MOF Campaigns

• Adjust bids based on the user’s engagement level. Increase bids for users who have interacted with your brand multiple times (e.g., viewed product detail pages, watched videos) but haven’t purchased yet.
• For MOF campaigns, monitor which product categories perform best and allocate higher bids to those categories. For example, if carry-on bags perform better than full-sized luggage, adjust bids accordingly.
• Use bid multipliers to prioritize placements that are more effective in the MOF stage, such as product detail pages or related product ads.

Example Campaign Performance Breakdown

Sponsored Brands Custom Image Ads (Refined Keywords):

• Budget: $60/day
• Target Keywords: “best carry-on luggage,” “durable travel bags,” “lightweight suitcases”
• CPC: $1.00
• Expected CTR: 1.5%
• Expected Impressions: 5,000/day
• Expected Clicks: 75/day
• Conversion Goal: 15 orders/day

Sponsored Display Ads (Competitor Retargeting):

• Budget: $80/day
• Target Audience: Users who viewed competitor ASINs but did not purchase
• CPM: $5.00
• Expected Impressions: 16,000/day
• Expected Clicks: 64/day
• Conversion Goal: 18 orders/day

Ad Options For Bottom of the Funnel Campaigns

• Use messaging that creates a sense of urgency, such as “Limited Stock Available” or “Last Chance to Buy.” This can be particularly effective for users who have added items to their cart but haven’t checked out.

• Feature Sponsored Products or Sponsored Display ads offering a discount or promo code to users who have engaged with your products but haven’t purchased. Highlight the savings directly in the ad creative.
• Retarget users who have purchased a product with ads offering a bundle or upsell. For example, if they bought a suitcase, offer a bundle with matching travel accessories.

Targeting Strategies For Bottom of the Funnel Campaigns

• Focus specifically on users who have added products to their cart but have not completed the purchase. Use ads that remind them of the items in their cart, potentially with a limited-time offer to incentivize purchase.
• Target repeat customers with ads for related products or upsells. For example, if a customer purchased a suitcase, target them with ads for travel organizers or protective covers.

• After a purchase, use Sponsored Display ads to encourage customers to leave a review. Offer a small incentive, like a discount on their next purchase, to drive this behavior.

Audience Options For BOF

• Use Amazon DSP to dynamically retarget users based on their specific interactions with your product pages. Serve personalized ads that reference the exact products they viewed or added to their cart.
• Target users who have shown strong purchase intent, such as those who visited the product page multiple times or interacted with product reviews. 
• Create custom audiences of users who have viewed your product reviews but haven’t purchased. These users are likely in the final stages of decision-making.

Bidding Strategies For BOF Campaigns

• Use ROAS-Focused Bidding to increase bids for campaigns or keywords with the highest ROAS, ensuring you capture high-intent users.
• Use higher bids for campaigns targeting users with a limited-time offer or promotion. For example, during a flash sale, increase bids significantly to ensure your ads are highly visible.
• Focus your highest bids on exact match, high-intent keywords like “buy [product name]” or “best price on [product name].” These keywords are likely to convert at a higher rate.

Example Campaign Performance Breakdown

Sponsored Products Ads (Exact Match Keywords with Urgency Messaging):

• Budget: $70/day
• Target Keywords: “buy carry-on luggage,” “best luggage deals,” “purchase lightweight suitcases”
• CPC: $1.50
• Expected CTR: 2.0%
• Expected Impressions: 3,500/day
• Expected Clicks: 70/day
• Conversion Goal: 28 orders/day

Hi, I'm Krishna Iyer, founder of RevBoosters, helping ecommerce businesses scale up on Amazon.

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