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How to use Amazon and advertising to build a D2C startup
It seems like every week there is a well-funded team launching another new direct-to-consumer (D2C) brand. From mattresses to pet treats, digital-native vertical brands are seeing peak attention and funding from both founders and VCs. Part of the reason for all that attention is that it has never been easier to use the tools of the internet to build these brands from the ground up, opening up formerly closed markets.
Ecommerce consultancy VMG Ignite’s Matt Altman and Tyler Elliston discuss their framework to using Amazon as a commerce platform with Facebook ads to build a new D2C brand. It’s a deep and lengthy piece filled with actionable insights that can really help jumpstart your new product or category, or at the very least, giving you insight into how many of these modern brands come into being.
3. Product display ads (Limited to Amazon advertising console users only)
PDAs live on each product page below the buy box and a few other spaces on the product page. These ads can be used in a variety of ways since they allow up to a 50 character headline and a logo.
Three great ways to use them are for defense, frequently bought together, and competitor targeting.
– Defense – You can buy placements on your own product pages to keep competitors off your listings. These are great to keep customers focused on buying your product since there are several ads featured on each product page.
– Frequently bought together (FBT)– This is a great opportunity most sellers don’t take advantage of. On every product page, there is an unpaid placement of items that are FBT. With the click of a button, all of these items will be added to your cart and it takes very few actual sales to claim these positions. FBT can be used to target your own products to increase basket size or complementary products to drive incremental sales from future placements on product pages.
– Competitor targeting– You can also target competitor ASINs (Amazon Standard Identification Number) to be the last ad a person sees before adding a competitor’s product to their cart. Make sure to use your 50 character headline to call out why your product is the better choice. Bonus Tip: Add coupons to the products you feature in these ads to grab attention and increase click-through.