If you’re a seller on Amazon, then you need to take advantage of Amazon’s powerful advertising capabilities. In addition to being a leader in e-commerce, Amazon is also a leader in online advertising. Amazon’s advertising capabilities rival those of both Google and Facebook, making it essential for sellers to fully understand and optimize their Amazon advertising campaigns.
Whether you’re a new seller launching your first product on Amazon or an experienced seller trying to boost sales and conversion rates, here are five tips to improve your Amazon advertising.
1. Optimize Your Product Detail Pages
Before you begin advertising, your product detail pages need to be retail-ready. On Amazon, it’s not enough to simply get a shopper to click on your ad. If your ad lands on a product detail page that is poorly written, contains unprofessional design or fails to hold the shopper’s attention, the shopper won’t trust the quality of your product and will move on to another listing.
Fully optimized listings improve the effectiveness of your ad spend. An optimized listing increases your conversion rates by convincing shoppers who click on your advertisements that you have the quality product they’re looking for.
Some ways you can optimize your product detail page include creating accurate and descriptive titles, using high-quality and professional images, and making your product information scannable and benefits-oriented.
2. Set Up Exploration Automatic Campaigns
Automatic campaigns serve a specific function when it comes to advertising on Amazon. With an automatic campaign, Amazon’s algorithm decides the best targets and placements for your ads. This differs from a manual campaign, which requires you to select the specific targets for your Amazon ads. While automatic campaigns alone won’t cover all your advertising needs, they are an excellent tool to explore and source keywords and competitors while making sales.
Beginning with automatic campaigns to assist with the exploratory portion of your advertising strategy sets you up for success in the long run. The data extracted through your auto campaigns enables you to build more sophisticated manual campaigns in the future.
3. Set Up Manual Targeting Campaigns
Once you’ve extracted the keywords and products to target, it’s time to build killer manual targeting campaigns. Manual campaigns allow you to target specific keywords, competitors, categories and more on Amazon. When launching new products, category-specific targeting is a great way to capitalize on customers who are performing similar searches in your category.
Because you’ve done your research with an exploratory automatic campaign, your manual campaigns have a higher probability of being efficient and profitable. Be sure you understand the additional effort required to run a manual campaign, as you won’t be able to rely on Amazon’s algorithm to do most of the work anymore.
4. Leverage Video Ads
Video ads are one of the most powerful tools you can leverage as part of your advertising campaign. Video is one of the most compelling ways to reach customers on Amazon, as it offers users a more engaging way of learning about your product than through static images or text. With Amazon’s new video ads format, you can even use video content within Sponsored Brands alongside your image-based advertisements.
A video ad on Amazon is a targeted ad that will take shoppers to your product detail page. Amazon’s guidance for sellers using video ads recommends adding text to your videos that communicate your brand’s message or additional information about your product. Lastly, all video ads should be in either .MOV or .MP4 formats.
5. Optimize Your Campaigns
The final Amazon advertising tip is to fully optimize your campaigns regularly to maximize your ad spend. A focus on controlling one or more ad KPIs such as advertising cost of sale (ACoS) helps control and maximize ad efficiency. One of the ways you can manage your ACoS or other KPIs includes using negative keywords to permanently exclude poorly performing keywords. Any keywords that have excessive clicks and low conversion rates should be added to the negative keyword list. You can also enable dynamic bidding to identify new and emerging keywords to keep up with changing search behaviors and trends. Finally, you can optimize your campaigns by re-evaluating the performance of all your campaigns (both manual and automatic) by examining your overall campaign report data on a regular basis.
Amazon advertising is an effective way to grow your brand and attract new customers. Using the tools Amazon offers and optimizing all aspects of your ad campaigns allows you to leverage the power of Amazon advertising.