Tag Archives: Advertising

Our Top 12 Articles of 2018: Trending, Popular and Controversial

Catch up on your reading with our pick of this year’s Web Retailer posts, which demystified topics, expanded horizons and got people talking.

Woman reading in front of fire

At this time of year, it’s good to take a step back and reflect on the months gone by.

We have selected 12 of the best articles from all those we published in 2018. In this roundup we:

  • Demystify Amazon’s Choice, Amazon Seller Central and Amazon Vendor Central.
  • Talk about the changes in the private labelling landscape across Amazon and eBay.
  • Provide a step-by-step guide on how to use Facebook Ads to target Amazon customers.
  • Delve into the murky underworld of Amazon’s dirty sellers and fake reviews.
  • Discuss eBay Promoted Listings and repricing tools for eBay.
  • Consider escaping the marketplace rat race completely, by starting a subscription box business.

So sit back, put up your feet and catch up on your festive reading.

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8 Ways Amazon Seller Central Drives Sellers Crazy

Seller Central does not make life easy for Amazon sellers. Here are eight of its biggest shortcomings. What frustrates YOU about Seller Central?

Woman frustrated with Amazon Seller Central

Seller Central is the hub of every Amazon seller’s business. It allows them to perform essential tasks such as listing and managing products, monitoring orders, setting up ad campaigns and downloading sales reports.

But it can be a source of great frustration, as there are certain functions that Seller Central doesn’t do well, or offer at all.

We asked two agencies who work in Seller Central for hours every day, what they found most frustrating and which features they wish it had. Here’s what they told us.

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eBay Promoted Listings: Your Top Ten Questions Answered

With Promoted Listings, eBay sellers can pay to jump to the top of the search results. How can sellers use these ads to best effect?

eBay Promoted Listings is a pretty simple advertising scheme.

You just choose which items to promote, and how much of the sale price you are willing to pay. eBay then boosts your items from their normal positions in the search results to the fourth or fifth spots from the top.

If a buyer clicks on a promoted item and goes on to buy it, you pay eBay the percentage you set, in addition to the usual final value fee. If the item does not sell, you pay nothing.

Despite its simplicity, there’s still a lot to think about with eBay Promoted Listings. How do you choose which items to promote? How much should you pay? Should you promote them all the time or just sometimes? When should you adjust the amount you’re paying?

Here’s the top ten questions we hear from sellers about Promoted Listings, and how to make sure you get the most out of every extra penny you give to eBay.

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How To Optimize Amazon PPC Campaigns and Find Untapped Keywords

Franz Jordan explains how to optimize your cost per click and reveals the best method for finding long-tail keywords with untapped potential

This post is by Franz Jordan, CEO of Sellics, a powerful all-in-one tool that combines everything sellers need to be successful on Amazon.

Amazon Sponsored Products has proven to be a very effective channel for sellers and vendors looking to increase their sales velocity on Amazon. In 2016, the number of sellers using Amazon PPC globally doubled, while the number of clicks on PPC ads grew by over 150%. This growth has continued, as between second-quarter and third-quarter 2017, Amazon’s Sponsored Products ads grew by another 52%.

With more sellers leveraging Amazon PPC as part of their marketing strategy, it raises interesting questions about the market saturation of keywords on Amazon’s ad platform, and whether there still lies untapped potential for sellers to bid on lucrative keywords with a low cost-per-click (CPC). After all, bidding on keywords with negligible competition means you are driving very low-cost traffic to your products.

As an Amazon seller, you need to ask yourself how you can take advantage of the current PPC landscape to (a) lower your overall CPC and (b) leverage the untapped keyword potential in Sponsored Products to buy more traffic for your products at a low cost.

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My Top Five Tactics for Rapid Product Testing on the Amazon Marketplace

Product selection isn’t about hitting the bullseye first time. It’s about experimentation, data and trying again. Danny McMillan explains his approach.

This post is by Danny McMillan. Danny is an international public speaker, private label seller and host of Seller Sessions the weekly advanced marketing show for Amazon sellers. Danny has been a guest speaker at The Smart China Sourcing Summit in Hong Kong, The European Private Label Summit, The Private Label World Summit and Private Label Days to name a few.

Imagine the situation: you’ve decided to sell a new private label product on Amazon. You find a supplier, agree the details, and place an order with them. You receive the units, create a great listing on Amazon, get some Sponsored Product Ads running… and then the problems start.

Your product just isn’t selling. Maybe your average cost per click is three times what you expected. Maybe your product turns out to be inferior to your competitor’s version. Or maybe there is simply no market for it and the units won’t move whatever you do.

These kind of problems are common, but can often be avoided. If you test the product and the market before committing to a big order, you can discover and fix a lot of problems, and change your approach before taking on stock. This is an organic method, based on testing a number of different factors in your chosen product category. Your results may differ if you are planning on a large scale launch with hundreds of giveaways.

There is a misconception that product testing is costly and time consuming. That doesn’t have to be the case, as you will see in this post. I’ll show you some of my favorite product testing hacks, which will help you generate rich and accurate market data, create better products more quickly, and carry out sample tests to save you a lot of money further down the line.

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