We’ve written this comprehensive guide to help you get started advertising on Amazon. It describes each form of ad you may run there as well as some of their best practises. Learn how to promote on the e-commerce platform in 2020 by reading on.
Continue reading or skip to a specific Amazon advertising category:
1. Sponsored Ads on Amazon
2. Ads on Amazon’s homepage
3. Product display ads on Amazon
4. Native Amazon Ads
5. Ads on Amazon Video
Amazon Marketing Techniques
Here are seven broad guidelines for creating a fruitful Amazon advertising strategy, even though we’ll be covering five distinct sorts of Amazon adverts, each of which has various best practises:
1. Establish your objectives.
Whether you want to increase sales or brand recognition, Amazon lets you match your aims with your objectives. If your goal is to increase sales, for example, you may use your Advertising Cost of Sales (ACoS) as your success statistic.
If your goal is to increase brand recognition, you may also use impressions as a gauge of success.
To make it simple for you to choose which Amazon ad product is ideal for you given your objectives, Amazon has divided its product page into “Objectives.” For instance, if your objective is to increase brand recognition, video commercials, display ads, audio ads, and bespoke advertising solutions are advised.
Working backwards from your objectives will help you make sure the Amazon approach you choose is the most appropriate for your company’s requirements.
2. Pick the appropriate goods to promote.
You have the highest chance of making sales by promoting your most well-liked goods. Additionally, you want to confirm that these goods are available and reasonably priced. You can also contact to Digital marketing companies for amazon marketing services.
Alternatively, perhaps you want to raise awareness for a brand-new item or service. You should keep your objectives in mind while picking the goods or services to promote. You should also make sure you’ve done your homework to establish whether Amazon is the best platform to exhibit your goods in the first place.
3. Create engaging, succinct, and clear product detail pages.
Shoppers may be lured to your product detail pages by Amazon adverts, but it is the product detail page that will finally convert them into paying customers. Consider using precise and detailed titles, top-notch photos, and pertinent and helpful product information when creating a product detail page that will persuade.
4. Decide where you wish to post your advertisements.
Within its comprehensive advertising suite, Amazon provides a range of goods. For example, you may build voice advertisements to play on Alexa-enabled devices, video ads to stream on Fire TV or Amazon-only websites like IMBD, or display ads to draw Amazon customers to your business.
If voice, video, or search are the best possibilities for you, you should then research your options, such as sponsored brand vs sponsored product advertisements (which we’ll cover in the following step).
Remember that Amazon offers a tonne of chances for you to display your adverts on various gadgets or websites, so think about using your imagination. Perhaps an audio ad that plays on Alexa-enabled devices is the greatest option for your company, or maybe Amazon DSP, which enables you to target Amazon audiences on both Amazon-owned and third-party websites and applications, would provide the biggest ROI.
5. Examine sponsored brands as opposed to sponsored goods.
Let’s use the following illustration to examine the distinctions between sponsored brands and sponsored items.
The first sponsored listing I come across on Amazon when I search for “infant food” is for Gerber’s sponsored brand post, which features many different Gerber goods to promote brand awareness and boost sales:
But think about what occurs when I click on a specific Gerber baby food item. The “Buy Now” button is located in the bottom right corner of the product screen, and I can see a Happy Family Organics advertisement for Stage 4 Fiber & Protein baby food pouches:
This is how a sponsored brand post differs from a sponsored product post. Simply said, a sponsored brand post can highlight a handful of your goods or services and is ultimately most effective for businesses looking to raise their profile across their full portfolio of goods.
A sponsored product post, on the other hand, is a cost-per-click (CPC) advertisement that highlights specific product listings on Amazon. This could be a better choice for you if you’re looking to increase sales for a certain product or you want to target a specific audience (for example, anybody who has already clicked on a competitor’s goods).
6. Make use of targeting by category.
If you sell K-cups for a keurig, you may show your ad to Amazon customers who have searched for “keurig.” Amazon has powerful targeting capability to assist you promote your items next to highly rated products or even next to products that are indirectly connected.
You may display advertisements to customers who have demonstrated interest in other items in your sector by utilising product attribute targeting. This sophisticated targeting feature enables you to increase the efficacy of your advertising. Additionally, it enables you to reach a market with great brand familiarity.
7. Use negative terms to cut down on wasteful spending.
Negative keywords, or the keywords you don’t want to show up for, are crucial to help you avoid squandering advertising dollars by preventing your ads from being seen to ineffective prospects.
Think about the distinction between a search for “granola bars” and a search for “KIND granola bars,” for instance. When a customer is obviously looking for a certain granola brand, you don’t want to show up in a search for “KIND granola bars.”
Because of this, you could want to include names like “KIND” or “Chewy” to your list of negative keywords so that your ad can be seen to individuals who have a broader interest in browsing other granola brand items.
In order to prevent wasting your advertising budget on individuals who aren’t interested in your product, you should also add negative keywords if they don’t connect to it. For instance, if your product contains gluten, “gluten free” should be on your list of negative keywords.
Additionally, you may think about narrowing down your target audience to those with higher intent by becoming more particular with your advertising. Consider focusing on “low-sugar granola bar” instead than just “granola bar” as an alternative.