Amazon Advertising for big fashion brands who want every advantage

McGarry continue to move the needle forward and are always quick to spot new opportunities to maximise revenue for GANT whilst delivering great ROI

– John Werbinski, Head of Ecommerce, GANT UK

Training Day at Amazon HQ, 2018

Our experience includes managing accounts such as GANT in UK, US & EU with strong ROI

Amazon Advertising: if you’re not doing it yet, you should be. And if you are? You should be doing it better. Because, not to go all sales-exec on you, Amazon is the hottest thing in advertising right now. We’re not kidding: it was worth over $10 billion in 2018.

Shopping malls are closing. Old brands are going out of business. Amazon’s scooping up huge swathes of Google’s product searches, and wholesale portfolios the world over are being crushed into ‘the Amazon account’. More people in America have Prime than own a gun. (And, let’s be honest, it’s probably not for the movies.)

Almost 90% of UK shoppers use Amazon, research reveals (Source: The Guardian)

So yeah: when we say you need to be on Amazon, we’re really not kidding. We’re talking huge opportunities in the US, Europe and Japan. Do it now, or sit back and watch as your once-loyal customers abandon you for brands who will give them what they want.

But, well, if it were that easy, you’d already be doing it. So you’re probably here because:

You’re struggling to find people who know what the hell they’re doing

If you’re struggling to find an agency who can help you specifically with Amazon Advertising, colour us unsurprised. Agencies who’ve always relied on Google and Facebook for PPC are scrambling to find talent for Amazon PPC – let alone talent for Amazon PPC in fashion. And software isn’t helping them either, because it’s all still so new and young and untested.

This is the part where we stroll confidently onto the scene, because we saw this $10 billion dollar curve coming back in 2017. We’ve even set up another company, Merchant Ads, to develop reporting software specifically for Amazon. And if that weren’t enough, we’re the only agency outside London to be invited two years running to Amazon Advertising’s hands-on sessions with their ad team. In short: we got this.

You’re well-known and agencies are trying to overcharge you for it

You’re a household name, which means agencies know you’ve got budgets bigger than their employees’ salaries. The industry average fee is 8%. How many times have you been quoted 15% ­– or 12% if you pushed back? Go with these guys and you could end up paying £150,000 in fees on every million spent. Not exactly ideal.

And if your agency is paid by % of media spend, they’ll try to get you to spend as much as possible. Weird that. Not us, though. We use fixed value-based pricing, because we know Amazon Advertising like the back of our fitted leather glove, so we can be ruthlessly efficient with your budget and decimate your cost of sale.

Your brand team’s not on board with Amazon

It doesn’t seem to matter how much you sell your brand team on the idea of Amazon Advertising ­– they’re convinced it will damage the premium brand image they’ve so painstakingly crafted. It’s a legitimate concern: isn’t Amazon where people go for bland, safe clothes? Well, once upon a time, sure. But this is the internet and things change. Fast.

If you don’t want to be left behind, we can help you put together the business case to persuade your brand team. We’ll point at the Europe and Japan markets that are growing faster than Amazon can hire ad teams, the search volumes that are dwarfing Google, and the brand growth opportunities that could smash your revenue target (and then some).

Amazon is the way forward. Just ask Levi’s.

Training Day at Amazon HQ, 2017


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