There is a secret art for transforming casual Google browsers into devoted Amazon customers: mid-funnel marketing. This blog will unravel the secrets behind this pivotal stage, where potential customers evolve from mere awareness to genuine consideration. Dive into the realm of savvy strategies designed to amplify your reach and seamlessly channel traffic from Google straight to your Amazon store.
Did you know that 60% of baby boomers and half of Gen Z individuals start their product research on Google, and the average ROI for Google Ads is 200%? This means it is crucial to pay attention to this stage of the marketing funnel and turn those Google search queries into sales. But first, let’s understand what we are talking about when we say marketing funnel.
Mid-funnel marketing unveiled: navigating Google to Amazon
A marketing funnel is a strategic model that represents the stages a potential customer goes through before making a purchase, typically divided into top-of-funnel awareness, middle-of-funnel consideration, and bottom-of-funnel decision stages. It serves as a framework for guiding marketing efforts to attract, nurture, and convert leads into customers.
Using this concept to sell on Amazon, the mid-funnel would be the juncture where potential shoppers on Google transition from awareness to active consideration. It’s the phase where they meticulously research products, weigh options, and evaluate brands before becoming paying customers on Amazon.
Recognizing the significance of the MOF stage in the sales process is vital. This is the moment to cultivate a relationship with potential customers, guiding them progressively toward the purchase. A successful middle funnel strategy on Amazon will offer pertinent information, build customer trust, and address their concerns.
Let’s explore some ways to build a strong MOF using Google Ads.
Building solid middle funnel strategies on Amazon with Google Ads
As the go-to search engine, Google attracts many potential customers seeking information and products from various retailers. Harness the power of this external traffic by strategically employing Google Ads to direct high-intent shoppers straight to your Amazon store. Here are some effective strategies:
1. Target the right keywords: You need to understand your customers, but you also need to know how they are searching for your products. Your product might be called a “Japanese 100-layer futon” for you and your provider, but your customers might just be looking for a “comfortable big couch.” Start by trying a few keywords, and keep researching and monitoring to find the right ones.
2. Use negative keywords: Knowing the right keywords is just as important as knowing the wrong ones. Remember, Google charges per click, so every time you get a click of a non-qualified lead, you’re paying Google for nothing. Prevent irrelevant searches by incorporating negative keywords that filter out undesired traffic.
3. Effective ad copy: There are several strategies to craft good copy for Google Ads: you can use the 4C’s (Clear, Concise, Compelling, Credible), PAS (Problem, Agitate, Solution), AIDA (Attention, Interest, Desire, Action) and many others. The truth is there is no proven method when it comes to copywriting: the most important thing about copy is to test it and tweak it until it works. You do need to consider, as a MOF stage, that you need to highlight your qualities and give your buyer enough information to persuade him to continue the journey.
4. Monitor and analyze performance: Analyze crucial metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). This data serves as a compass, guiding you to pinpoint the star performers and areas that could use a boost. For instance, a campaign with a lackluster CTR might benefit from tweaking ad copy or refining targeting. Conversely, a campaign boasting a stellar ROAS might prompt you to consider allocating a beefier budget to maximize its triumph.
5. The MOF doesn’t end on Google: After clicking on your ad, customers must land on a product that fulfills the promises they read: you must facilitate a smooth transition from Google to your Amazon store. Furnish clear and informative product descriptions. Display attractive and high-quality images. Offer competitive prices. This will increase the odds for your customers to purchase.
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Elevate your Amazon sales with Google Ads and Sellesta
Unlock the full potential of Google Ads for mid-funnel engagement with Sellesta. Our AI-powered agency expertly connects you with high-intent customers, guiding them seamlessly to your Amazon store.
Join hundreds of brands who partnered with Sellesta to thrive with successful and cost-effective campaigns. Book a call, tap into Google’s vast off-Amazon traffic, and drive mid-funnel shoppers to your Amazon store.
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