Tips for Advertising in Amazon

 

The Amazon advertisers have the intention of increasing the advertising on Amazon. This means the competition is heating up and it is time to move Amazon advertising to the next level. There are several ways to leverage Amazon's advertising tools and functionality to get better results. 

Here are the eight advertising tools that help you to get better results from your ad campaigns.

Build brand awareness with Amazon’s Sponsored Brands

It is formerly known as headline search ads, sponsored brands are brought by the buyers because they appear above in the Amazon search results. Sponsored brand ads help advertisers to build brand awareness and to promote multiple products. 

Focus on Product-level Profitability

You must also have a look at more granular data by focusing on product-level profitability. Individual stock keeping units have different profit margins and it is essential to understand the gross profit at the product level before introducing paid advertising into the mix. This data will show you which product would benefit most from the paid advertising boost while minimizing the risk. 

Understand the Flywheel effect 

The Flywheel effect is the concept of using paid advertising to generate earned media to drive overall growth. Earned media and paid media are reviews, detail paged reviews, and orders, while your product content is owned media. 

Use Category-Specific Targeting for Amazon Sponsored Product

Sponsored products are the most popular advertising option used by buyers. These ads are available above, below, and sides of the Amazon search results as well as the product detail page which are similar to Google's product listing ads. The Amazon marketing agency helps you to know about the usage of category-specific targeting for Amazon-sponsored products.  

Sponsored products allow you to use category-specific targeting which pairs your company products with complementary products that increases the odds of converting shoppers known as Product Attribute Targeting (PAT). This feature makes it possible for advertisers to showcase their products in ads next to the specific set of brands or products or alongside terms within a specified price or rating range. 

Use Negative Keywords to reduce wasteful ad spend 

Just like in Google ads, Amazon negative keywords are the keywords that are excluded from a larger keyword search to make sure you don’t rank for the wrong search terms. For example, if you sell $10 headphones, you will rank for searches of headphones but not search for Bose headphones. In this instance, “Bose” should be added as a negative keyword. 

Have a Flexible Advertising Cost of sale (ACoS) Goal

Obviously, the lower the ACoS, the better. But is always what you should be aiming for? ACoS is a ratio of your ad spend to revenue. For automatic campaigns, ACoS is at the group level but for manual campaigns, you get your ACoS on a product level. Low is preferred, of course, but every campaign should have a goal depending on whether you’re launching a product, liquidating a product, or trying to generate ongoing profits from that product.

Use Auto Campaigns to Explore and Manual Campaigns to Exploit  

While the idea of setting it and forgetting it might be appealing, automatic campaigns aren’t always your friend. You can seek help from the Amazon marketing agency in India to know about the Auto campaigns. Auto campaigns give you only limited control and you can’t set bids on individual search queries. Auto campaigns are also useful for sourcing keywords.  

Optimize your Bids 

 We have already touched on the danger of set-it and forget-it which is true for the keyword bidding process too. Ad group default bids can hurt you because your bid won’t be successful for every keyword. Instead, set your default bid at the keyword level at what you can afford to pay per click. You should keep an eye on your conversation rates and continuously adjust your bids. If your conversation goes down, for instance, you don’t adjust your bids, you are going to lose money. 


These are the tips to be followed to get better results in Amazon’s ad campaigns.


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