5 Strategies you should consider while running ads on marketplaces

For every online retailer today, being present on leading marketplaces is a given. While the marketplace does their bit to boost sales for their sellers, the retailers also need to constantly upgrade their marketing techniques and strategies to be ahead of their competition. And one such activity to be seriously considered is advertising on marketplaces. Read on to discover a few techniques of marketplace management which can yield better results from your marketplace advertising.

Leverage the buyer’s intent

Most often than not, retailers place their product ads as a means of ‘awareness’. Shoppers on marketplaces are there with the intention of buying. While awareness is required but that could be saved for social ads or other newsfeed ads. Marketplace ads need to be more specific and ‘intent-driven’.

Make the most of keywords

Most leading marketplaces like Amazon have their own keyword tool. Like regular search engine optimization, this tool will also help you identify the right set of keywords you can use in your brand messaging and target users based on what they are looking for the most. This will not only make your ads more efficient but also help you drive better results.

Be clear about pricing

Your pricing strategy should be consistent and reflect on your advertising message. Whether you are offering a discount on your markup or bundling up products and offering a holistic price, your ads should be transparent and linear.

Optimize your targets

You can use both manual targeting and automatic targeting while developing your campaign. You can create a run a keyword campaign using manual targeting for better control and combine it with automatic targeting.

Content around context

Your ad copy needs to be in sync with the trend. For instance, a festive season and cannot be generic about the brand or a special feature. Rather, it should highlight the mood of the season and offer a purpose for the shopper for the particular time period.

Announce your offer

And we mean discounts. But discounts and freebies do the trick when they are pronounced out. Action words like ‘lightning deals’, ‘last X items remaining’, ‘going in X hours’  or bold, striking colors and images can make your offer look like one no shopper can refuse.

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