Humans are visual creatures. We respond well to images and videos. We process visual data faster and better than text.
For years, Amazon sellers can’t add complex graphics, contextual photos, and videos to their product description page. But, with the development of awesome brand-centered and graphic driven features like EBC (Enhanced Brand Content), Amazon A+ Content and Amazon Brand Store, this increases the sellers’ creative freedom to produce visually-rich product descriptions and engaging content.
Creativity is essential in marketing. Using visually engaging content increases recall and makes your product more memorable. This helps you establish your brand as an industry leader. It also increases your ad conversion rate and market share.
But how do you increase your creative performance on Amazon? How do you produce high-converting and visually appealing ads?
The Magic of Video Marketing
Online shoppers can’t touch or feel the product they’re interested in. This is why most of them prefer videos over photos.
Product videos allow your customers to see your product from all sides. This helps them make an informed purchasing decision. This leads to higher customer satisfaction rate and lesser product returns. It also increases your website and product description page traffic.
To increase your sales, it’s a good idea to use video product displays. Here are a few tips that you can use to produce high-converting video ads and displays:
Use a custom thumbnail that features a smiling model. Why? Because a smiling face is the global symbol of happiness and friendliness. According to a study, a smiling image can increase conversion rate by at least ten percent.
Keep your video short and simple.
Your video must be informative. But, it should also be entertaining.
Use your video to create a strong emotional bond with your viewer. This helps instill a sense of trust.
Create a video that resonates with your target market. Let’s say you’re selling essential oils. If you’re targeting college students, you can create a video showcasing how your essential oils can increase their concentration and focus. On the other hand, you have to focus on your oils’ healing benefits and child-friendly ingredients if you’re targeting mothers.
Use the infomercial method to showcase your product’s value and benefits.
Using Creative Content to Reap the Maximum Benefits of Contextual Advertising
Contextual marketing is a form of targeted marketing. Search engines and online selling platforms use this advertising model to display ads that are relevant to individual users. It is about sending the right ad to the right people.
Here’s how it works: an AI system selects and displays ads based on the search history and interests of the shopper. So, if you’re looking for hiking boots on Amazon, you’ll most likely see ads of rubber shoes, spiked boots, hiking footwear, and other related products.
In-context advertising increases your ad conversion rate because it allows you to target people who are already interested in products that are similar to yours. It’s cost effective, too.
Here are a few techniques that you can use to reap the maximum benefits of contextual marketing:
Make your ads entertaining and relevant to your target audience. This will make your ad more effective and less disruptive.
Conduct an extensive research to figure out what your audience finds interesting.
Use graphics, photos, and videos that your target market can easily relate to.
Use humor to hook your viewers. The Volkswagen “topless” ad is probably one of the most brilliant ad copies. It is short, interesting, and surprisingly exciting.
CPC vs CPM: How to Maximize Your Creative Performance Based on Your Ad Type
Amazon has two major digital advertising models – CPC (Cost Per Click) and CPM (cost per mille). The two advertising models have different goals. CPC ads are designed to directly increase sales, while CPM ads are designed to increase brand awareness.
CPC, also known as PPC (pay per click), is a form of online advertising that bills advertisers based on the number of ad clicks. So, if no one clicked your ad, you’re not going to pay for anything. PPC ads send traffic to your product pages. This is the reason why this type of ad has a high conversion rate.
But, you can’t get a person to buy the product if he doesn’t click the ad. Inspiring a customer to give you their undivided attention is a huge challenge. So, if you want to get more Amazon, shoppers to click on your ad and buy your product, you must make your ad more visually appealing. After all, we are all visual beings. You have to strengthen your digital marketing creative strategy to enhance your ad content, increase your clicks, and improve your conversion rate.
Here are a few graphic design and creative tips that you can use to increase the conversion rate of your PPC ad:
1. Use high quality photos for your ads.
You know what they say - a picture paints a thousand words. Photos can help you showcase your product in a positive light. You can use your photo to form a strong emotional bond with your potential customers.
Make sure that your photos are well-lit. You can use natural light or artificial light.
Use a tripod to establish photo consistency.
If the product is meant to be used outside, do outdoor photo shoots.
You can either emphasize specific features of your product or you can focus on the surroundings to establish context.
If you have a budget, hire a professional model. This can help you create an awesome in-context shot of your product. Models can add a little bit of personality to your products.
You can also use flat lay photography on your product description page.
2. Take advantage of Amazon Enhanced Brand Content.
If you own a registered brand, take advantage of Amazon EBC or enhanced brand content.
EBC is a feature that allows brand owners to modify their product description and add visually appealing and rich content. This allows sellers to add videos, enhanced images, and graphics.
This will not only increase your creative performance on Amazon, it can also keep you one step ahead of your competitors.
3. Create mix media product pages.
If EBC is available to you, make sure to take advantage of all its features. Combine text with enhanced photos and video.
Make sure that your product page tells a story. A great story helps you connect with your potential customers on a deeper level. It helps you plant seeds to neuro-associations. This enables you to increase your brand equity and improve your customers’ perception.
You can also create a slideshow of all your products. This allows you to introduce your new and less-known products to your existing audience.
Keep in mind that the main goal of PPC ads is conversion; so you have to put a lot of work on your product description. Use graphics when you can to boost the visual value of your product description page and you ad.
Now that you understand how CPC works, let’s discuss the other ad payment type – CPM. As previously discussed, CPM means cost per thousand. This means that you have to pay a certain amount for every thousand views.
The goal of CPM ads is to increase brand awareness and reach. This is why these ads have a lower conversion rate than the PPC ones.
The Amazon Demand-Side Platform (DSP) uses the CPM payment system. If you are running your ad through the DSP, you can display your ad on different Amazon-owned websites, such as CreateSpace, Twitch, Zappos, and Comixology. It also allows you to show your video ads on streaming websites, such as like Twitch Interactive and LoveFilm.
Here are a few creative digital marketing tips that you can use to increase the performance of your CPM ads:
Use contextual images. This will help your audience see how your product can make their lives better.
If you decide to use videos in your ads, keep them short and engaging. It also doesn’t hurt to use a little humor to showcase the personality of your brand.
People love stories. So, make sure to include a little bit of your story in your ad.
Add mixed media content to your product page if you can. The main goal of CPM ads is to increase brand awareness. But, it doesn’t mean that you can’t convert those views into sales. If you want to increase the conversion rate of your DSP ads, you have to create an informative, easy to read, and content-rich product description page.
Final Thoughts: How to Sell on Amazon
Having a great product is simply not enough. You must also use produce creative ads and content to attract new customers, increase the engagement of existing customers, and improve your sales numbers.
Visual marketing is one of the most powerful digital marketing trends because it does more than attract your target market’s attention and increase your product page traffic. It allows you to tap your customers’ emotion and inspire them to make a purchasing decision. It helps you communicate more effectively to your audience. After all, visual content is easier to process than text.