This article is part of a series of articles from the WARC Guide to customer retention. Read more.
Why it matters
Over two-thirds of online consumers say their online purchase journey starts with Google or Amazon when they have a specific product in mind. To boost repeat purchases, brands need to ensure their paid search strategies on e-commerce platforms such as Amazon are optimised for discovery, conversion, and re-purchase.
- 15-20% of media budgets should go to branded terms, depending on category and brand share – less for earlier life-stage and lesser known brands, more for...