Boost your marketing funnel with Amazon Ads! Personalize your outreach and lead customers smoothly from interest to conversion. Discover more here!
The marketing funnel is no longer an easy road paved with gold. These days, it can feel like a bumpy ride in a city cab—potholes and all.
When the customer journey is choppy, it can become a real issue for marketers tasked with creating and managing a brand, generating awareness, and driving sales-qualified leads. Instead of a smooth, clear path that reinforces loyalty, you get a bunch of lost, would-be customers who quickly lose interest.
That’s where Amazon Ads can help. From the “everything store” to Prime Video, Amazon Ads is uniquely built to give marketers the ability to straddle both the awareness line and the performance line—to help find and escort customers from funnel top to bottom. By utilizing advanced methods, Amazon Ads can increase key performance metrics like awareness and conversion.
What’s truly unique about Amazon Ads is our ability to leverage trillions of signals to actually reach the right consumer with the right message at the right time in the purchase journey. This precision helps brands eliminate waste from their media plans and drive more efficient business outcomes with every dollar spent. — Jay Symonds, Head of Home Advertising Amazon Ads
A gentle (multi) touch
As the ability to reach audiences improves, marketers have more options than ever. The trick, though, is finding the right media strategy with the right media partner.
Amazon Ads offers a full-funnel media strategy for brands. Whether on the big small screen (Prime Video), while out and about (the Amazon app), or through interactive formats on assistant devices (Hey Alexa!), a consistent approach can be the difference between a passerby and a customer.
For example, Amazon Ads found that household brands that used four Amazon Ad solutions saw a 77% sales growth lift compared to brands that used less than three [Amazon Ads] solutions.
Through its Amazon DSP, Amazon Ads doesn’t have to wait for the customer to fall into the funnel. Customers are naturally engaging with the Amazon canvas. It helps when you have the scale and engine of Amazon. Think of it as a drain vs. a vacuum cleaner. Would you rather spend money waiting for something to fall down the drain or actively pulling them through?
With these efforts, home good brands are already seeing increased purchase rates, reach, and more. It’s a classic “you snooze, you lose” situation. Just look at the difference it made for a mattress brand over a holiday weekend.
Don’t sleep on awareness
One Amazon Ads customer, a leading mattress brand, struggled to reach new potential customers due to their focus on lower-funnel tactics. To help further drive sales during Presidents Day weekend, the brand needed to increase their awareness and prospecting strategies to garner new customers. So they leveraged the Amazon DSP to reach shoppers engaging with similar products. This increased touchpoints with in-market shoppers without a heavy investment.
When shoppers were exposed to both Amazon DSP and sponsored ads:
- Purchase rates increased 155%
- Sales grew 12% compared to sponsored ads alone
- ROAS increased +10x across display tactics
This is how the multi-touch approach works in action. Yes, purchase rates went up across the board, which is no small achievement. What really stands out, though, is that 12% sales increase. It shows the boost that reaching potential customers across multiple touchpoints can accomplish. Then, we get to return on ad spend. No one wants to spend money for nothing, so an increase of 10x is huge, especially for a brand that previously struggled with their awareness plays not paying off.
Sweep the competition
A floorcare brand, on the other hand, saw the benefit of lower-funnel marketing with Amazon Ads. They wanted to raise awareness for a particular line of products, including their deep-clean items, both on and off Amazon.com (including their owned website). By collaborating with Amazon Ads, the brand activated Prime Video ads alongside Streaming TV and Display remarketing campaigns. The goal was to understand the impact of adding Prime Video ads on their off-Amazon campaigns.
Here’s what they saw as a result:
- +6.1% in incremental reach vs. linear
- +3x branded search and purchase rate
- +46% lift in conversion rate to their own website
What Amazon Ads did differently was find the right audiences to receive those Prime Video ads. The approach is more informed since Amazon Ads is able to take into account previous purchases or even previous searches. This translates to presenting the floorcare brand to people who might worry about dirty floors (i.e., homeowners, pet owners, parents, and so forth).
The floorcare brand’s boost in conversion on their own site means two things. One, they successfully moved enough people down the funnel from “consideration” to “conversion.” Two, people went directly to the floorcare brand’s own site to check out the full suite of products. This means Amazon Ads moved people all the way down to “loyalty.” It’s like the old saying goes: sell a man a fish, he eats for a day. Teach a man you’re the best place to buy fish, and you’ll make lots of money.
So not only can Amazon Ads help with every stage of the marketing funnel, but they can also reach potential customers at every stage of their day. By combining the architecture of a company as massive and well-known as Amazon with the strategic know-how of an ads platform that understands both the current marketing landscape and how to reach customers, they can deliver in a way smaller agencies simply can’t.
Don’t sit around hoping customers stumble into your marketing funnel. Get out there and draw them in with Amazon Ads. Your KPIs will thank you.