While planning their online marketing strategy, most companies consider the same two or three social platforms- Facebook, Pinterest, or Instagram. But why leave out Amazon?
Amazon rolled out Amazon Advertising (formerly known as AMS) in 2018 to facilitate search advertising for Amazon sellers. Like the PPC (pay-per-click) advertisements on Google, vendors need to pay only when a searcher clicks on their ads.
AMS (Amazon Marketing Services) is growing at a rapid pace. Amazon’s advertising revenues amounted to $15.73 billion in 2020 and are expected to generate more than $30 billion by 2023.
If you are not utilizing AMS already, then you must consider including it in your marketing campaign. Amazon Advertising may become a major marketing channel for several businesses and a great alternative to Facebook and Google.
To aid you in getting started with Amazon marketing or advertising, here is a guide that explains the different types of ads you could run on the platform as well as few tips to optimize your Amazon ad campaign.
Three Major Types of Amazon Ads:
Once you have signed up for a vendor or seller account with the right plan, you can choose between these three major types of ads to get started with your Amazon ad campaigns.
Sponsored Product Ads:
Sponsored product Amazon ads are the ones that drive the Amazon buyer directly to a particular product you are selling on the platform. When a shopper taps on your sponsored product advertisement, they will be directed towards the ad’s product page.
These ads are generally displayed below and above the search result page and on other product pages as well. A sponsored product ad is keyword-targeted, and the advertisers have the choice to choose from between three keyword match-types- phrase, exact and broad match. Sellers or advertisers can also regulate their daily spending budget and campaign duration as well. While you can pause your ad campaign at any moment, you should run it for one day at least.
Product Display Ads:
The product display ads aren’t keyword targeted, but product and interest targeted display advertisements. These Amazon ads drive the buyers towards the product’s page and are priced as per CPC (cost-per-click) method.
The advertisers can choose from various products or interests for targeting these advertisements to the target shoppers. It is significant to remember that every campaign is restricted to just a single target type. A product display ad may be displayed to the bottom or right side of search result page, at top portion of offer listing page, in the Amazon marketing mails, or on customer review page.
Headline Search Ads:
A headline search ad appears on the search results page as a headline banner advertisement above the search result listing. These Amazon ads are also priced as CPC and lead the shoppers to a specified Amazon page. The headline search ad is keyword targeted like Sponsored ads and could be utilized to promote more than three products together.
Headline search ads allow the advertisers to choose from a phrase or exact keyword-match type. The advertiser can schedule run time for this ad campaign in advance.
Tips to Optimize your Amazon Advertising Campaign
Know your goals:
Amazon lets you match your targets with set goals. For example, you can consider your ACoS (Advertising Cost of Sales) as a success metric if you are concentrating on getting more sales. On the other hand, you can consider impressions as a success metric if you are concentrating on increasing brand awareness.
Luckily, Amazon segregates its products page into ‘Objectives’ to help you easily determine which Amazon Advertising product works for your set goal. For example, display ads, audio ads, video ads, and custom ad solutions are suggested to boost your brand awareness.
When you work backwards from the set goals, you will be able to ensure that the tactic you use on the platform fits perfectly with your business requirements.
Select the correct products for advertising:
Advertising your most popular or best products offers the best shot to convert the clicks into a purchase decision. You must also ensure that these items are available in stock as well as priced reasonably.
On the other hand, you might have a brand-new service or product for which you would want to create awareness. While selecting the right service or product to advertise on Amazon, you need to remember your goals and also make sure that you have done thorough research to know if Amazon will be the perfect platform to sell your products, to begin with.
Make clear and compelling product details page:
The Amazon ads can lure shoppers into visiting your product details page, but eventually, it’s the page that will turn these shoppers into loyal customers. So, make sure that you make a persuasive and enticing product details page by including clear and short titles, top-quality pictures, and useful and relevant product information.
Decide where you wish to place the ad:
Amazon provides an array of products in its full advertising package. For example, you could make voice advertisements for being displayed on Alexa-enabled gadgets, video advertisements for being streamed on Amazon-exclusive websites or Fire TV, or display advertisements to grab the attention of Amazon users towards your brand.
Once you have decided which of these work best for you, you’ll need to determine between various placement options, including sponsored product ads, product display ads, or headline search ads.
Use negative keywords to reduce wasted spend:
It is significant for you to prevent wasted ad spend by using negative keywords- the keywords that you ideally do not want to be appeared for- to avoid displaying your ad to shoppers who wouldn’t convert.
For instance, consider the distinction between a ‘chocolate’ and search for ‘Cadbury chocolate.’ You wouldn’t want to appear in the search results for ‘Cadbury chocolate’ when a user is determined to search for a particular chocolate brand.
Hence, you may want to incorporate brands such as ‘Cadbury’ or ‘Nestle’ in your list of negative keywords so that your advertisement is displayed to the users who have a general interest in searching for various chocolate brand products.
You might also intend to incorporate negative keywords even if they aren’t associated with your product in an effort to prevent wasting ad spend for people who are not interested in buying your product. Consider, for example, if your respective product is not ‘gluten-free,’ you will want to include ‘gluten-free’ in your list of negative keywords.
There is much more to learn in the Amazon advertising world, and considering the present popularity, the platform only seems to be growing its range of tools. If you feel overwhelmed to execute Amazon marketing or advertising yourself, you could hire a professional company to help you with it.
Whether you are looking for Amazon Marketing Services, Amazon product listing optimization, or guidance for your business on any other social platform, the experts at Auroinfo can offer unique solutions that will surely grow your business. We make sure to understand your business first and analyze your competitors to create appropriate strategies to promote your business.
Our professionals are well-versed in managing different ad campaigns, increasing your brand visibility, and providing consistent performance reporting so as to help your business grow in multiples. Contact us today to learn more about our eCommerce advertising services for Amazon!