Amazon Advertising for online fashion brands who want to keep their customers

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

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 and old brands are going out of business – ordinarily that’d be a good thing for you, with your online-only modus operandi. But Amazon’s scooping up huge swathes of Google’s product searches, too, and more people in America have Prime than own a gun. (And, let’s be honest, it’s probably not for the movies.) Which means people are more likely to look for you on Amazon than your own website.

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. Your once-loyal customers could already be searching for your products on Amazon. And either they’re not finding them at all – or they’re buying them from someone else who is selling them.

Okay, so Amazon Advertising is a good shout for your brand, but if it were 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 more than that ­– say 10%, or even 15? Go with these guys and you could end up paying £15,000 in fees on every £100k 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. What they may not realise is that your products could already be on Amazon – sold by someone else. If you don’t take control of your brand on Amazon, someone else will.  

If you don’t think that’ll be enough to persuade your brand team, we can help you put together the business case. 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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