Outside of offering good quality, high value, and lowering your price, how do you really beat your competitors on Amazon and increase your market share? In this episode, we share our approach to offensive advertising strategies to help target your competitors and increase your market share. We also talk through other niche strategies like implementing catch-all and seeding campaigns to help capture more sales and find new targets.
To put it simply: Conquesting is when you target your competitors' brands, keywords, or products to expand your market share. Conquesting can be done by targeting specific keywords that allow you to show up on the search results page, or by product targets which show your ads on product detail pages. Top of search is a great way to target your competitors' brand because it is one of the highest converting placements overall.
Catch-All Campaigns: This is where you set up auto and manual campaigns with super low bids. These campaigns include the full product catalog consolidated into a single ad group. We find that these campaigns, even at low bids, can still pick up volume and some clicks.
Seeding Campaigns: Seeding campaigns are very similar to catch-all campaigns where you're using low bids. The difference is that you are grouping products together in a manual campaign using a single keyword relevant to your products, typically with phrase match at super low bids. This is another excellent way to increase market share but also to discover new search terms that shoppers are using to find your products.
What is a conquesting ad strategy on Amazon? [01:37]
Ways to implement conquesting [02:37]
How to figure out which competitors to target? [06:10]
Implementing conquesting with all Sponsored Ad types [10:51]
Smaller Niche Strategies: Catch-All Campaigns [15:47]
Smaller Niche Strategies: Seeding Campaigns [21:03]