Amazon.com recently launched their Amazon Search Engine Marketing (ASEM) program, a new way for businesses to grow their audience and find new customers online. While the platform is entirely free, starting a business account takes you up to a $500 deposit that you can put towards ads or upgrades. But, is it worth it? That is the million-dollar question.
Here is a quick guide to tell you everything you need to know about starting an account, making your first purchase, and beginning your journey with ASEM.
Sign Up for an Amazon Account
To get started, you will need to visit the Amazon website and click the Join button to the right of the page.
You will then be presented with a page asking you to confirm your email address and click the Confirm button to get taken to your Amazon dashboard.
On the left side of your dashboard, click the Create an Account button to start the process. You will then be taken to the registration page where you can enter your basic information such as your name, email address, and phone number. You must also choose a password and confirm it.
If you are worried that any of this might seem too daunting, don’t be. The majority of people who use Amazon will not need a huge marketing budget, so they might not even realize what an online search engine is. Plus, there are many tools and applications available to make the process much simpler. For example, you can use Google Apps to create a professional-looking email address and login page for free.
Make Your First Purchase
Once you have signed up for an Amazon account and verified your email address, you can make your first purchase with no delays. Just click the Make a Purchase button located at the top of the dashboard. This will take you to the Amazon Marketplace where you can choose from a variety of products.
If you don’t have a credit card yet, you will need to confirm your identity by entering your full name, date of birth, and country of residence. If you do have a credit card, it will be accepted with no problems. But, you will need to select the Cardless Checkout option in the payment section to ensure faster delivery.
Track the Performance of Your Ads
Once you have made your first purchase, you will have an opportunity to review your product and leave feedback if you are not satisfied. This will help Amazon determine your interests and product preferences, which, in turn, can be used to tailor future product recommendations and ads to you. Your feedback will not affect your review rating, but it will help improve the quality of your products.
You can track the performance of your ads by clicking on the pencil icon next to your ad at the top of the dashboard. This will bring you to a page where you can view detailed analytics on your ad campaigns, the number of clicks, and the amount of revenue you have earned from each campaign.
Use Your Analytics to Your Advantage
A wealth of useful information can be found in your Analytics dashboard. You can track your daily, weekly, and monthly performance, discover any flaws in your strategy, and pinpoint areas for improvement.
For example, you can use the platform to discover that you are getting a lot of traffic from Pinterest, but only a few sales. This can mean that your marketing efforts are resonating with your target audience on a digital pinboard, but you need to find a way to get them to actually make a purchase. Reviewing your Analytics can help you pinpoint the cause of the problem, and perhaps come up with a remedy.
Market Research Is Important
Even if you are just starting out, it is still important to do some research before diving in. The information you gather will prove invaluable as you develop your strategy and begin to optimize performance. The ideal market research has four distinct components:
- Demographics: Who is your target audience? What are their interests and hobbies?
- Psychographics: What makes your target audience tick? What are their values and lifestyles?
- Product attributes: What are the features of your product or service that make it unique?
- Operations: What are the costs associated with selling your product or service?
If you already have a marketing plan or strategy in place, the research can be an invaluable guide to making it more effective. For example, you might decide your target audience is women between the ages of 18 and 34 and live in a big city. Based on that, you can develop marketing content such as blog posts, product descriptions, and so forth that are more likely to resonate with that audience. The benefits of this are two-fold: first, you will be able to guide your entire marketing strategy towards a clearly defined audience. Second, you will know exactly what works and what doesn’t, improving the quality of your marketing and advertising efforts.
Managing Your Account
It is important to keep in mind that Amazon handles all of the accounting for you, so you do not need to worry about keeping track of sales tax or gathering up all of your paperwork after the fact. Once you have made a few purchases and begun to explore the various tools available to you in the dashboard, you will have a clearer picture of what is entailed in managing an online store.
If you have a bigger marketing budget and want to spend more on advertising, you can increase your daily spending limit by clicking on the orange button at the top of the dashboard. Doing so will take you to the Order Management screen where you can enter additional information about your order, including the shipping address.
Using Email Marketing
One of the most powerful aspects of the ASEM platform is its email marketing tool. Just like Google Ads, Amazon Ads will email you when someone clicks on a product or service that you promoted in an earlier email. You can put together a robust email marketing campaign and start promoting your products and services to a targeted audience right away.
When you first create an email marketing campaign in the ASEM dashboard, you will be presented with a number of templates to choose from. These templates range from completely automated emails that you can set up to send to your entire subscriber list to more creative emails that can be customized with your own branding.
So, what are you waiting for? Just click the blue button to get started, or, if you need some help, the Customer Success team at Customer.com is standing by at 1-888-305-8873.