Did you know that around 197 million citizens around the globe order on Amazon every month? Isn’t that amazing, especially if you conduct your business operations through Amazon?
From the period of 2015 to 2018, a drastic change occurred, Amazon outranked Google as the top destination for products. At the moment, Amazon owns more than half of the product searches at a whopping 54% and around 80% of the total eCommerce market share.
So, for sellers like you, it’s high time to think about maximizing the features and benefits that Amazon offers in order to let your business flourish.
Do you need Amazon ad campaigns for your business?
As most businesses shift to the digital marketplace, around 49.1% of the entire sales in the US alone is spent on the eCommerce giant, Amazon. With more and more customers conducting their searches directly on Amazon, sellers like you need to invest in your advertising.You can do that by utilizing Amazon ad campaigns.
What are the types of Amazon ad campaigns?
Before taking a deep dive into the Amazon ad campaigns, make sure you know the best type of ad that works well for your business. Discover the different types below.
Sponsored Product Ads
These Sponsored Product Ads utilize the pay-per-click (PPC) method which lets you advertise your products in the search results. Then, Amazon brings customers to your products with the hope they’ll place an order.
When a customer clicks on your ad, they’ll see the details of your product along with the notable features and benefits it will provide. These ads are usually found below or on top of the Amazon search results page and other product pages.
Headline Search Ads
Most of you will find the Headline Search Ads on top of the search results with the use of keywords. You may promote at least 1 to 3 products on a headline at a time.
What’s great about this type of ad campaign is that you can customize it according to your needs and even optimize it with links and captions that entice customers at first glance. Then when the customers click through, they will be led to a specific landing page for the brand or product.
Product Display Ads
The last among the three types of Amazon ad campaigns is Product Display Ads. You’ll notice that this works differently than the other two previously mentioned. These ads do not work with keywords but more on the interests of the shoppers. It drives your customers to a particular product detail page and these ads are paid by cost-per-click.
This ad type lets you target customers who seem interested in your products. However, for every campaign you create, it will only focus on one customer type at a time. Hence, if you feel you’ll be targeting more customers, you’ll be creating more campaigns.
How to optimize your Amazon ad campaigns?
Forgetting to optimize your Amazon ad campaigns could cost you a lot of money in the long run, by wasting too much time guessing the keywords for you to use and blindly spending on ads without knowing what truly works best for your business.
You need to save the resources you have in order to maximize the quality of your products and services you provide to your customers. The next step is deciding the most effective strategies that will help you optimize your Amazon ad campaigns.
1. Organize your campaigns
If you sell products belonging to different categories, it’s best to organize them according to their function. Some sellers will also organize their products according to the brand they belong to, especially if they resell products. It would also be better if you create a different set of campaigns for each different kind of product or keyword.
2. Optimize your product listings by using the same keywords
Remember that most ads that you see on the internet are fueled by the interests of the customers or if they use keywords relevant to that customer. If your goal is to reach out to a broader audience, you may use keywords that Amazon suggests or more generic keywords.
3. Distinguish irrelevant keywords and search queries
You should study the performance of your ad campaigns by generating reports on Amazon and review the keywords used. By doing this, you’ll know how well your ads are performing and how to improve them.
4. Test new keywords
Updating your keywords for your Amazon ad campaigns is a must. You should review and update those weekly to see keep on top of their performance. If your campaigns fail to reach a certain number, you may opt to find new keywords that would be more profitable for your business.
5. Track the performance of your products
When you create campaigns for your top performing items and devote a big portion of your budget, make sure that you observe the leads it generates and the conversions you get from the campaigns. Make sure to try creating a different set of campaigns with a smaller budget for the products that do not perform well.
6. Compose your ad copy well with a different sense of urgency
Creating your own copy for your ads is also essential in creating your Amazon ad campaigns. Use witty language, but make sure you share accurate information that may tickle the funny bone of your audience.
Refrain from conforming with society using copies that easily relate to people. Be creative with your ad copy, think outside the box. Put in an element of urgency.
What’s the next step?
With around 40% of the internet’s resources being spent towards shopping on Amazon, it’s your responsibility as a seller to provide accurate information about your products. Moreover, make sure you consider boosting your presence on Amazon through ads to increase sales. However, make sure that you follow the rules and regulations imposed by the eCommerce giant to prevent Amazon suspensions.
If you feel you need more help with your campaigns, make sure to consult an Amazon web service provider.
Jayce is the managing director of Seller Interactive, an Amazon marketing agency dedicated towards helping brands grow on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that reached over 20M views in a month. He is on a journey to help D2C brands scale their business on Amazon.