Amazon is an ecommerce powerhouse that keeps on growing. Between Amazon’s strong domain authority, trusted customer base, and exclusive shipping methods, it can be difficult for brands to compete with Amazon. By the end of the year, Amazon is expected to generate $258.2 billion dollars in retail sales, which will make up 49.1% of all ecommerce sales. Many brands who feel they cannot compete with Amazon have resorted to selling on the marketplace.
However, you can compete with Amazon in the digital search space. Through carefully thought-out, planned digital strategies, your business will be able to capitalize on some of the weaknesses within Amazon’s digital strategy. So, how exactly do you compete with Amazon in the digital game? Follow these tactics. By utilizing these seven strategies, your online business will be able to find a way to compete against Amazon.
Tactic #1: Bid More on Branded Keywords
You own your brand, so by bidding on more branded keyword terms, you will have the opportunity to take up more of the retail space within the SERP, above the fold. When consumers search for your brand, your paid ads and organic listings will dominate the search engine space, giving you a larger opportunity to gain more customers. Not only will your online business gain more exposure in the SERP, you will have the opportunity to save money. Google will always favor the brand and branded keywords are generally less expensive than non-branded long-tail keywords. Know that there is power in your brand.
Tactic #2: Sell Unique Product Offerings
Consumers love Amazon because it is generic and efficient, but there are consumers who still shop online for an experience. Therefore, a way to compete with Amazon is to offer unique products not sold on Amazon. Think about what products of yours are on Amazon and then create new ads for products that are not sold on the marketplace. Another strategy is to take the products that you sell on Amazon, but make your product offering more unique, like bundled promotions or entering a contest. Entice consumers to click through to your ad with something unique.
Tactic #3: Create a Localized Experience
One of the struggles brands are presented with is competing against Amazon for ad space. They have a large budget in place for CPC but a downfall to this strategy is that Amazon does not bid locally. By placing bids and narrowing down your target market based on location, your online business will have the opportunity to target the right people in locations where consumers convert. Rather than placing bids on all locations, create ads that are location specific. For instance, if you know people in the mid-west typically do not purchase your products, but consumers in New York City and Boston have the highest conversion rates, spend your budget accordingly. Do not devote money to areas that do not convert. Segment consumers based on location and offer high-quality ads to profitable locations.
Tactic #4: Create Strong Content
Part of Amazon’s paid search strategy is that they only optimize on keywords in the first headline and the rest of the ad copy is rather generic. As a result, Amazon’s ad copy and landing pages are rarely optimized. This is a great opportunity for your online business to generate clicks by creating highly targeted landing pages with ad copy full of rich keywords consumers are searching.
For example, there is a major difference between the ad copy in Amazon’s ad and Sony’s ad. Although Sony’s ad is in position number two in the SERP, Sony’s ad copy is full of strong keywords that will entice a higher CTR. By creating better content with optimized landing pages, your online business can generate more clicks.
Tactic #5: Develop and Omnichannel Experience
Similar to bidding on more branded keyword terms, creating an omnichannel experience will enhance your overall presence in the SERP. By creating an omnichannel keyword list that will be utilized in both PPC and organic search strategies, quality score will increase, CPC will decrease, and your ranking in the ad space will have more authority. Take the time to work on organic search and reap the benefits in both PPC and SEO.
Tactic #6: Narrow Down your Target Market into Niche Markets
Amazon is fortunate enough to have a large budget and strong brand authority, and bidding on broad keywords may make it difficult to receive representation in the paid search ad space. Therefore, to compete with Amazon, narrow down your target market into niche segments that have a past of making online conversions. From there create a list of long-tail keywords that these niche markets would search for. By doing this, you have the ability to create highly target ads whereas Amazon ads target a larger audience.
Tactic #7: Create a Free Shipping Promo within PPC Ads
One of the biggest attractions to Amazon is their free two-day shipping for Prime members. With over 100 million Prime members worldwide, shipping can be the make it or break it point when it comes down to your branded landing page or Amazon’s marketplace. Create an ad campaign or ad group that is geared towards offering shipping promos in order to compete with Amazon’s most utilized ecommerce strategy.
In Conclusion, your ecommerce store can offer a unique shopping experience for your customers that Amazon cannot offer them. Follow these strategies, adapt them to your ecommerce goals and business plan to compete with Amazon in the paid search space.
Written by: Tori Oates, Digital Strategist