The Ultimate Guide to Amazon Advertising
In the year 2018, Amazon launched “Amazon Advertising”, (formerly Amazon Marketing Services (also known as AMS) as an alternative to search ads for Amazon sellers. Similar to the pay-per-click ads that are featured on Google Sellers only pay for each time a customer clicks on their advertisements.
AMS is growing quickly. Indeed, Amazon’s advertising revenues are expected to grow to 12.75 billion by 2020, and it will experience a staggering 23% increase since the year the year.
If you’re not already making use of AMS and your team isn’t, you should look into the possibility of using it. Amazon Advertising could become a essential advertising platform for a lot of firms, as well as an excellent alternatives in place of Google or Facebook.
For you to get started advertising on Amazon we’ve developed this comprehensive guide that spells out every type of advertisement you can display on Amazon as well as some of their top practices.
Amazon Advertising Strategy
While we’ll be talking about five distinct kinds of Amazon ads that are different Here are seven general guidelines to create a winning Amazon marketing strategy
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1. Set your goals.
It doesn’t matter if you’re trying to increase sales or increase the brand’s visibility, Amazon allows you to match your goals to your objectives. For example, you could consider your advertising cost of Sales (ACoS) as your measure of success if you’re looking to increase sales.
You can also consider impressions as the metric for success if you’re focused on building the brand’s visibility.
However, Amazon has a way of breaking its page in “Objectives” if it’s easiest to work out what Amazon advertisement product will work best for your objectives. For example video ads or audio ads, display ads, and customized advertising options are suggested for those who want to increase brand recognition.
When you reverse your goals, you’ll make sure the method you use on Amazon is the best fit to your specific business requirements.
2. Select the best product to promote.
Promoting your most well-known products offers you the greatest opportunity to convert clicks into sales. Also, make sure that these items are available and priced reasonably.
Or, maybe you’ve some new service or product that you’d like to raise awareness. When selecting the appropriate product or service to promote make sure you be aware of your objectives as well as ensure that you’ve done your homework to determine if Amazon is the best web-based platform for showcasing your product initially.
3. Design clear, concise and captivating product detail pages.
Amazon advertisements can draw customers to visit your page detailing your product, but the page detailing the product is what ultimately converts these shoppers into buyers. To create a compelling informational page about your products, think about using descriptive and accurate titles, quality images as well as relevant and helpful details about the product.
4. Pick the area you would like to display your advertisements.
Amazon offers a wide range of options within its advertising platform. For instance, you can make voice ads that can be displayed across Alexa-enabled devices. You can also create video advertisements that stream on Fire TV or Amazon-exclusive sites such as IMBD or display ads that draw Amazon users to your company’s brand.
Once you’ve decided whether voice or video is the best option for you, it’s time to look into a variety of alternatives, such as sponsored brand ads as well as sponsored product advertisements (which we’ll cover in the next section).
Remember that there are plenty of opportunities to display your ads on different platforms or websites that are partnered with Amazon So, think about getting imaginative.
Perhaps an audio-based advertisement that is played on devices with Alexa capabilities is ideal for your business or perhaps you’ll see the highest return on investment with Amazon DSP that lets you be seen by Amazon users on the Amazon-owned websites and applications.
5. Make use of category-specific targeting.
Amazon has advanced targeting features that allows you to show your products in conjunction with top-rated products or other tangentially related products.
Utilizing product Attribute Targeting, you’ll be in a position to display advertisements to customers who have expressed interest in other products from your sector. This targeted feature lets you increase the effectiveness of your advertisements. Additionally, it lets you to boost the recognition of your brand by targeting a large viewers.
6. Make use of negative keywords to limit wasted spending.
It is important to avoid wasting advertising dollars by using negative keywords or keywords you do not want to use -in order to ensure that you don’t serve your ads to those who don’t be converted.
It is also important to include negative keywords in case they aren’t relevant to your product, so you make sure you aren’t wasting money advertising to people who aren’t interested with your products. For instance, if the product isn’t gluten free, you’ll need to include “gluten free” on your negative keyword list.
Amazon Sponsored Ads
Amazon sponsored product Ads are paid-per-click, targeted advertisements for specific products that show up on results pages and the product’s page details. When you use Sponsored Products Ads , there are three kinds of keywords you are able to bid on when you choose to use manual targeting: broad, phrase and Exact.
Broad keywords could contain words that are before and after the keyword you are targeting, for example “white hand mixers”, in the case of selling hand mixers. The use of these keywords can expose your advertisements to the most quantity of customers.
The keywords for phrase are focused on how the order of words you choose to employ alters the meaning of the query. For instance, “stainless steel hand mixer” signifies that you sell hand mixers. However “hand stainless steel mixer” signifies that you sell mixing machines made of stainless steel, however they are not required to be hand mixers made of stainless steel.
Exact keywords can be the most restrictive kind of targeted keyword the search query of a consumer must include the precise keyword in order for your ad to be displayed and no words must appear prior and after it. For instance, if opt to target specific keywords, you can place an ad that advertises for “hand mixer”, but it won’t appear when you search for “electric hand mixer”.
Utilizing Sponsored Product Advertising, you may also utilize automated keyword targeting, which makes use of an algorithm to select those keywords that are most pertinent to your product advertisements.
To assess the performance of your advertisements, Sponsored Product Ads offers an analytics tool that shows your advertisements’ clicks spending, sales, and the cost of advertising (ACoS).
Amazon Sponsored Ads Best Practices
Targeting
With Amazon sponsored product Ads You can identify keywords with low conversion rates and mark these as negative. In this way, Amazon will block your ads to people who search for the keywords. Making sure you mark specific keywords that are negative for you is crucial even if the keywords are highly click-through-rate and a low conversion rate, it indicates that they’re not reaching the appropriate sort of people.
Bidding
It is available in Manual Targeting ad campaigns, you can use Bid+ to increase the chances of your advertisement being in the upper ranks of results for search. You are only able to make use of Bid+ for ads that can be displayed on the first page of results. However, if you are able to, you can increase the default bid up 50%, while keeping the most effective campaigns in your field relevant, and without the need to change your bids frequently manually.
Amazon Headline Search Ads (a.k.a. Sponsored Brand Campaigns)
Now referred to as Sponsored Brand campaigns, this kind of Amazon advertising lets you advertise keyword-specific ads for various items above, below, and in conjunction with search results.
Utilizing Sponsored Brand Campaigns You can concentrate on three kinds of keywords — brand-named product keywords, complimentary product keywords, as well as sponsored products automated using keywords.
Keywords that are brand-named are the result of your brand’s name and the product you offer.
Keywords for complementary products are two distinct products that affect the demand for the other and are sold together (like mustard and ketchup).
Automatic targeting of sponsored products keywords are search terms that have already had success in the course of running automatic targeted product campaigns.
Sponsored Brand Campaigns allows you to include three different products in your ads. You can altering the image of your ads as well as headline the landing page and test these elements.
To figure out how much you will pay in the case of Sponsored campaigns for brands, Amazon uses a pay-per-click auction-based pricing system, which means you’ll never pay more than what you bid per click. In addition to bidding manually you can also opt for automated bidding to make your ads more effective to increase conversion.
If you’re interested in knowing how your ads are working, Sponsored Brand Campaigns offers an analytics feature that shows the clicks of your ads and sales, as well as spend. estimated winning rates for certain keywords, as well as ACoS (Advertising Cost of Sales).
Sponsored Brand Campaigns Best Practices
Ad Creative
It’s an excellent idea to highlight three of the top performing products within your sponsored Brands Campaign to increase the quantity of sales and clicks the ads bring in.
Amazon also suggests including your product’s most significant benefit in the headline of your ad because mobile customers are limited to viewing the main image and headline.
In addition, when you describe your product, don’t try to say that it’s “#1” or a “Best Seller” or “Best Seller” — your advert won’t be accepted.
Testing
For the most accurate and efficient tests, think about just changing each variable one at and run tests for at least two weeks and then tie the test’s success to the business goals.
Landing Page Design
Through Sponsored Brands, you can direct customers towards your Amazon store, or a customized page for your product. You should consider testing which products’ pages convert customers into customers, as depending on the sequence in which your products are displayed.
Amazon Product Display Ads
Display ads for products are pay-per-click advertisements that are displayed on product pages, review pages for customers at the top of the listing page, and beneath results from searches.
You can also put these advertisements for abandoned carts, email follow-up messages as well as recommendations emails. Their primary purpose is to cross-sell or to upsell your customers.
With the help of display ads for products You can make use of two forms of targeting: interest and product. The product targeting method is specific type of targeting, meaning that you can target specific items as well as related categories. Targeting for interest is an form of targeting, meaning you can target the shopper’s interest and target a wider audience.
Display ads for products allow you to choose which categories and specific pages you wish to target, as well as modify your creative and comes with a report tool that reports the clicks of your ads and sales, as well as spend advertisement cost of sale (ACoS) and detail page views, expenditure sales, units sold and the average cost per click (ACPC).
Amazon Product Display Ads Best Practices
Targeting
Make use of targeted product advertising on competitor pages as well as on complementary detail pages for your product as well as your personal product detail pages to cross-sell and increase sales on similar products. Targeting your product on related categories can also broaden your reach to areas of Amazon’s catalogue closely related to your product.
Ad Creative
When creating your headlines, Amazon lets you include phrases such as “Exclusive”, “New”, “Buy Now”, and “Save Now”, but using phrases such as “#1” or “Beat Seller” will result in your ad being rejected.
Amazon Native Ads
Amazon Native Ads can be described as advertisements which you can display on your own site. There are three kinds of native ads that include recommendations ads as well as search ads. customized ads.
Recommendation advertisements are advertisements you could place on product pages on your site. These ads are dynamic, meaning that Amazon will show your most relevant product recommendations according to your website’s content and the number of visitors.
search ads are advertisements that are displayed on your site based on the keywords your customers look to find on Amazon or your site.
Custom advertisements let you choose your own selection of products to advertise and then place them on your product articles.
Amazon Native Ads Best Practice
Similar to a call-to-action in your blog, ensure that your native advertising is relevant to the pages you put them on. So, once visitors to your site have finished reading the post then the ads become an obvious next step that will result in higher conversions.
Amazon Video Ads
Amazon Video Ads advertisements that you can display on Amazon-owned websites like Amazon.com or IMDb, Amazon devices like Fire TV, and various properties on the web. You can purchase Amazon video ads regardless of whether or not you sell your products on Amazon or not. Additionally, you can design the landing page of your advertisement for one of the Amazon site, or your own site or any other web website on the internet.
If you’d like to work with Amazon’s experts in video ads you could enroll in their managed-service service, however for you to become eligible, must invest a minimum of $35,000 on video advertisements.
Amazon Stores
Users can showcase their product or brand through your Multi-page Amazon Store. Utilizing Amazon’s templates, or drag-and-drop tiles you are able to show off your products or portfolio of work.
Through Amazon Stores, brands get an Amazon URL and are able to view traffic analytics. This allows them to track sales, traffic sources and advertising campaigns.
Furthermore, creating your own Amazon Store is free.
Amazon Stores Best Practices
When you’ve created your own Amazon Store, you can make use of an analytics program to discover the most effective keywords that have been converted into sales. Furthermore the tool can inform you of which products are popular.
This will let you know what items you may want to think about for a paid advertising campaign. In addition, it will show the types of products that potential buyers might be attracted to.
When creating your own Amazon Store, the best practices are the same as the good practices on any landing page. make sure you use clear images, easy-to-read captions, and clearly defined pricing. In addition, you should present your top-performing products. Also, you can add new products to your store too.
Before you create your Store, think with the items you wish to showcase on your site navigation. Next, you should list the products you’ll display on the pages. Then, collect the professional and clear photos of your product, then write your captions, and then list the prices.
In the end, selling on Amazon can be a highly effective marketing strategy for companies that operate on ecommerce. As more and more consumers are leaning toward online purchasing, Amazon advertising can play an important impact on your sales online.
