The world of e-commerce is booming, and Amazon remains a major player. For brand owners, a successful product launch on this platform can be a game-changer. But how do you stand out in a crowded marketplace, especially when resources are limited?

[00:00] - Introduction To The Podcast[01:31] - Introduction Of Michael Kahn From Enso Brands[02:13] - Michael's Background And Location[02:44] - Defining Launching On PPC[03:12] - Essential Preparation Before Launching[04:52] - Importance Of Competitor Analysis[06:28] - Understanding The Competitive Landscape[07:01] - Types Of Amazon PPC Ads[08:31] - Amazon Ads Team Innovation[09:14] - Focus On Video Ads For Product Launch[11:33] - New Partnership Between Amazon And TikTok[11:50] - Financial Expectations For Ad Spending[13:47] - Balancing Ad Spend And Patience[14:51] - Example Of Ad Spend Strategy Over Time[16:42] - Three-Month Timeline For Ad Strategy[17:46] - Gradual Adjustment Of Ad Spend[18:59] - Warning Against Abrupt Changes In Ad Strategy

Introducing Enso Brands and Michael Kahn:

This guide draws expertise from Enso Brands, a full-service agency for Amazon sellers. Led by industry veteran Michael Kahn, Enso offers brand acquisition, management, advertising expertise, and even warehousing solutions.

Launching on Amazon: New Products or Revivals

Your launch strategy will differ depending on whether you're introducing a brand new product or reigniting interest in a dormant listing. This guide tackles both scenarios, offering actionable tips to maximize your Amazon advertising impact.

Pre-Launch Checklist: Prep for Success

Before diving into PPC (pay-per-click) advertising, ensure a solid foundation for your launch. Here's what you need:

Know Your Target Market: Demography and psychographics are crucial.

Competitor Analysis: Identify direct and indirect competitors. Analyze their pricing, reviews, and ad strategies (including video usage).

Keyword Research: Conduct thorough keyword research to ensure your listing appears in relevant searches.

Listing Optimization: Craft compelling product descriptions with high-quality A+ images.

Vine Reviews: Consider leveraging Vine reviews for early, honest feedback.

Launching with PPC: A Powerful Toolset

Amazon offers a variety of advertising options to consider:

Product Ads: Showcase individual products to targeted audiences.

Branded Ads: Increase brand awareness and build recognition.

Video Ads: Effectively communicate your product's unique features and benefits.

Headline Ads: Enhance brand visibility, though conversion rates may vary.

Remember, Amazon provides tools to scale your spending, but consider utilizing third-party ad management solutions for added efficiency.

Optimizing Your Campaigns: What Works for Your Product

The key to successful Amazon advertising is finding what drives conversions for your specific product. Here's what Michael Kahn recommends:

Always A/B Test: Experiment with different approaches to identify the most effective messaging and visuals.

Embrace Video Ads: Consider video ads to showcase your product's unique selling points.

Start with Sponsored Products: These ads offer a good balance between conversion and cost efficiency.

Headline Ads for Brand Awareness: While conversion rates might be lower, they can be valuable for building brand recognition in certain categories.

Client Story: Video Ads Highlight a Unique Feature

Michael shares a client example where video ads were instrumental in showcasing a product's unique feature that wasn't easily conveyed through text descriptions. These compelling visuals helped differentiate the product from competitors and justify a higher price point.

ACoS, High Spend, and "Bleeding Keywords" During Launch

ACoS (Advertising Cost of Sale): Achieving the right balance between ACoS, high ad spend, and "bleeding keywords" (unprofitable keywords) is crucial during launch.