NOTE – this is a mirror post of a new series that I am publishing on LinkedIn. Previous posts of this series include:
- The Amazon Advertising Opportunity for Australian Agencies
- The single, most important thing that Australian marketers new to Amazon Advertising need to know
- What is Retail Media?
- How big is Retail Media today? How big will it become?
- Amazon Advertising: Benefits & Ad Types
- How is Amazon Advertising different from other marketing channels?
If you are an agency leader in Australia wondering when you should jump in—or even already has but not with urgency—you may want to read this.
Why should our agency get involved now instead of waiting until the channel grows?
What’s playing out around the globe is that Amazon Advertising is just a part of the ever-evolving Retail Media ecosystem. Every major retailer and grocery store chain either already offers an ad play for their online stores or is gearing up to launch one. Amazon is only part of the story for a channel that could soon be as big as social advertising.
This is why agencies should be investing in building out their offering right now versus waiting. Consider the time it will take to build a best-in-class Retail Media practice.
You will need to:
- Find and train a team
- Begin running campaigns to uncover best-practices
- Test and acquire tech
- Pitch early adopters to build expertise and case studies
- Understand market dynamics
- Figure out how to best price and pitch these services to clients
These things take time and as fast as ecommerce has been growing over the last decade, COVID-19 has pushed the timetable up considerably. This means that more retailers will offer Retail Media and more brands will be looking for an expert agency to help them navigate through all of the opportunities.
If your agency waits until the bigger opportunity is at the doorstep, it could be too late. Competitors see the market shift already and have begun building their practices. They are also the first ones pitching advertisers and building up their name as Amazon Advertising specialists.
“New marketing channels pop up all the time but rarely has a channel been so intrinsically tied to business outcomes. While there are always early adopters of new media channels, mass uptake is usually reserved for when a channel has delivered consistent results,” says Andrew Copeland, National Head of E-commerce at Reprise Media. “With a lower level of risk due to such close proximity to sales, brands and agencies should be prioritising investment to ensure they’re set up for success prior to mass adoption. Amazon has proven that their model works, and brands and agencies don’t have the luxury of time to build their knowledge and offerings.”
How do I put together my agency team?
Because Sponsored Ads are primarily search-based, many agencies have recruited marketers from their own Paid Search teams. They are best equipped to handle the auction-based, biddable aspect of the channel, although social marketers can bring their expertise in these areas as well.
In fact, many U.S.-based search agencies have already adopted Amazon Advertising as part of their services and often position it mainly as a Search channel that happens to just be on Amazon rather than on Google.
Paid Search marketers also know how search advertising and organic search listings work best together in synergy and how paid & natural Search must ultimately be managed together to drive the best performance. This holistic approach plays well with Amazon too as there are organic product listings and ads side-by-side on the site’s search engine. Knowing where you need to bolster poor organic rankings with ads while also pulling back advertising where natural listings are strong is an important factor to managing Amazon Advertising wisely.
And, just so you know, Amazon Advertising offers a training and certification program to help new or beginner-level marketers learn their system.
Kenshoo Ecommerce is foundational tech for your Amazon Advertising practice
As a leading Amazon API integrator with 600+ brands and thousands of campaigns alongside nearly 15+ years as an enterprise-level paid search and social advertising platform, Kenshoo is uniquely positioned to help marketers understand this unique and complex marketplace.
To learn more about how Kenshoo can help your agency build up your Amazon Advertising practice, feel free to reach out to me directly at email@example.com.