I’ve often overheard nautically-minded people say that, “a boat is just a hole in the water that you pour money into.” In that way, Amazon sellers could be excused for thinking that Amazon’s B2C (business to consumer) model is very similar, a money-hungry hole.
I’m referring specifically to Amazon advertising. Yes, we all know that Amazon Pay per Click (PPC) advertising is as pervasive as it is effective. In 2022, US-based companies’ total social media ad spend is predicted to reach $63 billion.
That’s a 11.15 percent increase from 2021.
Amazon PPC 101
Amazon Pay-per-Click (PPC) advertising is part of Amazon’s internal advertising system. Using Amazon PPC, third-party sellers, brands, and agencies bid for specific keywords, products or categories to create advertisements for their products.
These advertisements then show up in Amazon’s search results and competitor product listings. When a PPC campaign is managed and optimized well, a product’s visibility and sales often skyrockets!
However, if not managed by experts, Amazon sellers’ ad spend can rapidly spiral out of control`.
Reducing Your Amazon Ad Spend
As evidenced by the screenshot above, reducing Amazon advertising spend is a popular search term on Google. That’s because Amazon’s PPC platform hasn’t just become an Amazon-selling “must,” the price of PPC advertising, (along with everything else on this planet) has continued to inflate in price.
Here are two different ways to attack that problem. Of course, for maximum results, you should probably combine strategies one AND two.
- Contact a CANOPY Management PPC Expert
- Take a very close look at Instagram’s Explore page
While a lot of social media’s effectiveness is primarily driven by ad dollars, Instagram’s Explore page remains one of the final frontiers for organic expense-free advertising.
What is the Instagram Explore Page?
The Explore page on Instagram is a collection of content based on a user’s individual interests. Instagram’s algorithm employs artificial intelligence and machine learning to adapt and improve its content recommendations. It then curates the Instagram content based on the user’s interactions or with accounts that share similarities.
Instagram’s Explore page includes photos, videos, Reels and Stories and can be found by tapping the magnifying glass icon in the lower menu.
At the top of the feed, people can search for accounts, hashtags and places. In 2020, Instagram added the option for keyword searches, extending the search capability beyond usernames and hashtags.
Building Your Following
As tempting as it may be, forget all those offers of 1000 or 10,000 new followers from Instagram strategists lurking in the dark corners of the social media site. Instead, it’s like being in an old, moralistic Jimmy Stewart or Cary Grant movie; just do the right thing and you’ll be rewarded.
All you have to do is create high-quality, informative, actionable content. That, more than anything, will help you to grow a loyal and engaged audience. If, for example, you’re selling a pet brush on Amazon, in addition to content that promotes your specific product, you might post about how to best wash your pet, or condition their coat over the long winter.
Constantly asking for the sale or promoting your Amazon product in every Instagram post isn’t adding value, it’s more akin to begging.
Why Should You Focus on Getting on Instagram’s Explore Page
Exposure, exposure, exposure.
Isn’t that enough? If not, here are 6 more reasons why Instagram’s Explore page could be an easy, FREE win for Amazon sellers.
1. Get to know your target market
Based almost entirely on a very unscientific personal experience with Instagram’s AI and machine learning, I’m not sure there’s a more finely calibrated algorithm out there. All it takes is an accidental click on a labradoodle or a Russian Mig fighter jet, and my feed instantly pivots.
You can use this power for good!
Instagram was made for niche marketing. After identifying your target keywords, dive into your niche’s posts, categories, and feeds to take a peek into the future.
2. Instagram Reels
As more people engage with Instagram’s Reels feature, their algorithm has gradually increased the relevance and searchability of brands taking advantage of it. Want to get noticed on Instagram, don’t worry about starting small, just start. Even images strung together as a Reel will get the ball rolling. And don’t forget the most important part; informational content trumps a sales pitch all day long!
To look into the future of Instagram Reels, begin by understanding the direct connection with the TikTok platform’s content. Now that it’s standard operating procedure for TikTok videos to be (almost immediately) repurposed on Reels. This helps marketers see what’s coming and get ahead of the curve.
Hashtags might seem like an overused precursor to memes, but they’re one of the easiest ways of expanding your base beyond your current audience. By taking the time to do the research, then employing niched-down, relevant hashtags, people interested in the topic will find you.
Hashtags allow you to meet Instagram’s very smart algorithm half way. What Amazon seller doesn’t want to do that?
4. Location Matters – Tag Up!
Even though Amazon’s Prime shipping has made the world a lot smaller for ecommerce sellers, regionality still matters. Every time you create a post on Instagram, you have the option to tag a specific location.
When you “tag” a location in your posts or Reels, Instagram is much more likely to show your content on the Explore page to other users in that area. If you’re selling locally, or have your own regionally-based website, this is often enough to tip the scale in your favor.
5. Increase Engagement
This next aspect is representative of almost all web-based content. The more people engage with your content, the more it will be shown. It’s the same with the Instagram Explore page.
As anyone who has spent time on the platform knows, Instagram “helps” users fuel engagement through built-in polls, quizzes, and other forms of content. Including something like, “tag someone who needs to see this,” or “follow us for more” is another simple way to expand your social media base.
Yep, with Instagram, just like practicing the guitar, or training for a running marathon, consistency matters. This isn’t a one-off endeavor.
Internet content is like blood flow. You need to constantly move it through your ecommerce business for the best results. The five tips listed above are effective, but only accompanied by persistence and follow through.
If possible, try to post once a day. Instagram is inclined to direct their users to active accounts that reflect what’s happening today, not last month. It just makes good business sense. We all know how fast the world can change.
How CANOPY Management Can Help
Amazon is happy if everyone is a little bit successful. After all, they are going to get paid one way or the other. However, you are uniquely focused on the success of your own product. You are in COMPETITION with the rest of the sellers in your niche.
That’s where CANOPY Management comes in.
CANOPY Management leverages their experience from across all corners of the Amazon industry to help you scale your business, and gain market share. This partnership allows you exacting control of your Amazon business. At the same time you will benefit from the wealth of experience and expertise of the CANOPY Management team.
CANOPY Management refers to itself as a “full service” Amazon Marketing Agency. When you take a look at the list of the ways in which CANOPY Management is able to help you grow your Amazon business, you’ll know why.
- Strategic Growth Planning
- Listing Copywriting Optimization
- Listing Photography
- Product Videography
- Amazon Advertising Management
- Customer Service
- Demand Side Platform (Amazon DSP)
- Amazon Posts
- Full Service Amazon Management
- Amazon Review Aggregation
Are you looking to expand your income stream, or transition away from your primary career? It’s a new year and with the growth of ecommerce, this rising online-selling tide is going to lift a lot of boats. Now is a great time to reap some benefits yourself!