Hiring an Amazon PPC Advertising Manager Guide: Options, Questions & How to Manage
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What is an Amazon Influencer?
If you aren’t familiar with the term “influencer,” let’s quickly touch on what that means. Influencer marketing is a powerful social media marketing strategy where brands will partner with people who have a large, engaged presence on social media.
A brand can give away products, pay for sponsored endorsements, or collaborate on a project in return for sponsor posts.
Amazon Influencer Program
Recently, Amazon debuted theAmazon Influencer Program.
This new program helps to promote influencer marketing by inviting those with significant followings on TikTok, Facebook, Instagram, or Twitter to sign up and monetize their following by promoting products on Amazon.
This represents a significant opportunity for Amazon Sellers and aspiring influencers. Here is a quick example: Imagine that you are selling computer parts on Amazon. Fans, cables, cases – you stock it all, for a great price too. You want to drive traffic to your page.
You reach out to a dozen YouTube Channels that are part of the Amazon Influencer Program, and you ask them to work with your product. In exchange for a small commission on the sale of the product, you could potentially see thousands of extra clicks and sales by working with the right influencer.
You may be thinking to yourself, “okay, great, but how does this help me?” Influencer marketing can help to fill a gap and optimize your Amazon SEO strategy. 61% of consumers trust the opinions of influencers over 38% who trust branded social media content. The industry is growing at an incredible pace, valued at almost$14 billion in 2021.
It has a CAGR of 42% between 2020 and 2021, and it is set to become a critical part of any successful marketing strategy in the 21st century.
If you can identify the right type of influencer to work with, you’ll be able to raise brand awareness, drive traffic to your page, and see a positive impact on your bottom line. Influencer marketing has a higher ROI than traditional marketing. If you partner with a nano-influencer, a $100 sponsored post or a $214 YouTube Ad can generate thousands of dollars of sales for your business.
A huge advantage of utilizinginfluencer marketingis their innate ability to hyperfocus on specific niches. There are hundreds of thousands of influencers across almost every product category. They can help you to reach potential customers who normally wouldn’t come to Amazon to purchase your product.
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Requirements to join the Amazon Influencer program
Amazon has not publicly released the requirements for joining the Amazon Influencer Program. At the moment, they accept applications from all types of influencers, provided that they have a YouTube, Instagram, or Facebook account. Amazon will look at the total number of followers of a given page, and they may ask for other engagement metrics.
If your chosen influencer focuses on improving their engagement rate by posting consistent, high-quality content that their audience enjoys, they should have no problem getting into the program.
When looking for a great influencer to partner with, ask questions like:
- Are they a natural fit for your products and page?
- Does their performance data align with your PPC campaign goals and your overall approach to Amazon SEO?
- How engaged is their community? What data can they offer to show engagement?
- Are they able to operate within your budget?
- How are they working with brands now? What have they learned so far?
- How do they disclose sponsored posts?
If your desired influencer isn’t a part of the program yet, encourage them to sign up, as there are multiple ways for them to monetize their following by promoting Amazon products.
Before you begin influencer marketing
As powerful as influencer marketing can be, diving right in without doing the necessary research could end up stopping your strategy before it starts. You’ll want to spend some time thinking about how you can use an effective social media marketing strategy to market to your target audience.
Before starting an influencer marketing campaign, consider who you will be working with:
Nano-influencers:between 1,000 and 5,000 followers
Micro-influencers:between 5,000 and 20,000 followers
Power or mid-tier:between 20,000 and 100,000 followers
Mega influencers:between 100,000 and 1 million followers
Celebrities:more than 1 million followers
Keep in mind that those with larger followings will have more demands from your business, and will often ask for larger sums of money or more bargaining power if you choose to work with them. Here are a few steps to take when getting started:
Identify your target audience
Further narrow your search to focus on a specific niche that you want to target
Identify which social media platform you want to target, and consider how you can tie it into your overall PPC Campaign
Set goals and KPI’s for your new marketing campaign
How to find an amazon influencer
Finding an influencer can be a fun, dynamic process that takes you across multiple platforms. Here are a few great places to start:
A great place to start is the #founditonamazon page. You can search through posts and identify influencers that you like.
Amazon Live is another Amazon-centric place to find candidates to help grow your influencer marketing campaign. On their Instagram page, they will occasionally shout out top performers.
Micro influencers on Instagram, Facebook or YouTube may also offer you a great opportunity to work with them and promote your product.
Hashtags are a great way to filter through the millions of posts on social media. Look for ones like #amazonfinds #amazoninfluencer, #amazonambassador and #amazonstyle #ad.
How to fit influencer marketing into your marketing strategy
Think of influencer marketing as a way to optimize your approach to your Amazon SEO. You’ll want to find an influencer who has an audience that fits your segmentation, which can be targeted by your PPC campaigns.
When you identify an influencer, think about the type of content that you would like them to produce, and which social media channels you want to use to advertise.
You will want to leverage influencer marketing to drive traffic to your Amazon store. If you don’t feel like you have the time to build an influencer network for your business, consider outsourcing this portion of your PPC advertising to anexpert.
Creating a brilliant social media marketing strategy and finding the right type of influencers for your eCommerce business can be difficult.
If you make the choice to start exploring influencer marketing, consider looking at a trusted Canadian-basedAmazon Consulting Agencythat can help make the move as seamless as possible.
Anexcellent consultantwill help you create a strategy that works for your business, and give you the confidence that you need to reach out to potential customers through the powerful tool that is social media.
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