We know you’ve been eagerly waiting for part 2 of our previous blog. In the last blog, we learned about Amazon advertising – what is it and the type of ads you can leverage to scale your business on Amazon. In this blog, we will cover everything you need to get started – how to set up ads, how to optimize them, and so much more. Keep reading!
Amazon Advertisements: Setup and Getting Started
To run advertisements on Amazon, you must first create a personal listing and business platform, just as you would on any other eCommerce site. Amazon will set you up with a seller or vendor account, which will serve as the hub for your eCommerce business.
Seller Central offers pay-as-you-go pricing for independent sellers and a pro option for those with a higher selling volume. Pro merchant sellers can also let Amazon handle shipping, returns, and customer service, which is a nice benefit!
Once you’ve set up your account, you can run all types of ads on your products and collections.
PS: You must register your brand if you want to run Sponsored Brand ads or Display ads.
Should You Advertise on Amazon?
Do you offer things online? If you answered “yes”, you should advertise on Amazon!
Amazon will just provide you with another channel to increase the visibility of your products and, most likely, the number of buyers.
If you’re unsure, start small with a product you know sells well online. Once you observe a return on investment, extend your campaign.
Another compelling argument for utilizing Amazon Advertising is that it can boost and improve your organic Amazon ranking! Sales history is a highly effective ranking factor. If a product sells well, Amazon will rank it higher in the search results.
Amazon Advertising Costs
So, if you’re more concerned with the bottom line, and you’ve already spent your marketing budget elsewhere, how much do Amazon advertisements cost?
According to Rob Sieracki of Practical Ecommerce, the average cost per click on Amazon is rarely more than $0.35, making it more cost-effective in terms of CPC than search advertisements on Google advertisements or Bing Ads, as well as some of the lowest CPC on Facebook ads or Google display. Considering that Amazon searches have a high level of commercial purpose, those are excellent numbers!
So, now that you’ve learned a lot about Amazon Advertising and believe it’s a good fit for your company’s marketing, here are some tips to help you maximize your efforts!
How to Optimize Your Amazon Ads
Amazon is a huge platform. Due to its overwhelming volume, you may be doubting your capacity to earn money. How might your products stand out amid the vast sea of Amazon products that consumers enjoy?
Fortunately, there are a few Amazon marketing strategies you can use to help you stand out from the crowd. Let’s look at how you might improve your Amazon advertising efforts!
Display Beautiful Visuals Product Photography
Visuals matter! Why?
Your customers’ typical attention span is 6-8 seconds, so you only have a few seconds to capture a new customer’s attention. That implies you must quickly convince consumers of the benefits of your products.
Images are your clients’ preferred manner of absorbing information, and they are absorbed 60,000 times faster than words. High-quality images and photographs are the first impressions a potential consumer will have of your company, so do it right!
Spend the time and effort to develop high-quality photographs for your products to pique buyer interest and direct them to your product page (which has a 15% conversion rate!). You may already have a fantastic setup for your eCommerce website, but Amazon has a few product photography guidelines that you must follow.
Amazon demands the following for your main product images:
- The main image for your product should simply be the thing you’re selling, with a white background. This allows Amazon’s search results to appear simple, uncluttered, and homogeneous.
- The main image should not feature any accessories that are not included with the purchase. This can include models, text, and badges (but no “made in the USA” tags!).
- Amazon permits 5-9 photos per listing, depending on the product type and category. Make sure they’re varied and informative.
While your main product image must be on a white backdrop, Amazon permits you to be more creative with the other photographs you might include.
Other product images might be:
- Your product from various angles
- Product labeling for quality assurance
- Product features and comparisons, including action photos or usage tutorials
- Product details, such as sizing charts
- Products for models
- Scalable photos to help people grasp sizing
Amazon product listings should be sized at 2,000 pixels by 2,000 pixels to take advantage of the zoom feature, which allows purchasers to enlarge images by scrolling over them.
When you add photographs, track which ones generate more sales. This may require some experimentation, but do not be discouraged; you will get it right for your personal needs!
Track both sales and revenue. If you need to test, consider changing the images (particularly your primary product image) or experimenting with other content to find what works best!
Use Effective Ad Copy
Customers come to Amazon to shop with ease. That is why your product descriptions must be clear, informative, and innovative. You must capture their interest and make their buying experience easy!
Ensure that your ad wording is unique to what you are selling and, if possible, creative and humorous.
Standing out is more vital than ever amid Amazon’s limitless search results. Creating a sense of urgency might also be beneficial.
Every product page needs a compelling title, a description, and details. All of these components tell a buyer what your product is and what it is all about, so be particular, thorough, and concise.
Amazon allows you to create a catchy and meaningful title for your product with approximately 150-250 characters. So, keep your sentences short and descriptive. Again, simply mentioning “French bulldog waterbottle” does not benefit your sales or brand.
You can use keywords to add some Amazon marketing magic to your title. Including relevant keywords in your title can help your product rank, so use some of the character space for keywords.
A successful title should contain the following:
- Brand name/identity.
- Name of the product
- Any distinguishing characteristics, such as color, size, or use
- Any keywords you wish to rank for
Use Helpful Keywords
We’ve already discussed how Amazon advertising is similar to Google, and the keyword approach is no different. You’ll use a lot of the same keyword strategy from Google for your Amazon marketing!
Negative keywords are essential for avoiding wasted money from unrelated clicks. In addition, we suggest using specialized match types rather than general ones. The emphasis should be on phrases and exact matches for Amazon keywords!
Brainstorming keywords can be difficult, however, consider the following example. If you are an eCommerce business owner selling umbrellas, you will want to brainstorm and target Amazon keywords such as:
Weather: When people require an umbrella, they must deal with inclement weather. They may have questions regarding the umbrella’s quality. For example, will the umbrella invert in the wind? Is the material durable, water-resistant, and so on? So, if I’m attempting to promote my umbrellas, I should write content and descriptions that address these issues and worries.
Travel: Umbrellas are sometimes packed on trips. You must always be prepared, therefore, travelers rely largely on product sizing while packing their suitcases, cars, and so on. Keywords that define sizing and utility, such as “travel size”, may be a smart strategy to capture the attention of these potential buyers.
Gender/Age: Umbrellas will have gender and age distinctions, therefore, consider the umbrella goods, sizing, and target user. If you have an adult umbrella, avoid selling it to someone looking for a child’s umbrella. Use keywords to identify the user.
It’s also a good idea to look at your competitors to see what phrases they’re using and how you can boost your own searches or use negative keywords effectively. To locate your top competitors, search for broad terms related to what you sell, such as dog leashes, and observe which brands emerge in the results.
Look into some of the top profiles and reverse engineer what they are doing in all facets of their business!
Create Well-Structured Campaigns by Product Category
If you’re an experienced Google Ads advertiser, you’ve probably mastered this already. You can utilize your Google Ads organizing skills to structure campaigns and ad groups on Amazon’s ad platform.
The best technique is to develop different campaigns for each of your primary product categories and then create more focused ad groups within each campaign. For example, suppose you sell yoga clothes.
You can choose to begin with three of your best-selling products:
- Yoga Pants
- Yoga Blocks and Straps
- Yoga Headbands
Under each campaign, you should build ad groups based on more detailed categories, and then generate a list of suitable keywords for each group.
Finally, create suitable advertisements for each keyword cluster. A unique account structure ensures that your ads are relevant, saving you money and increasing your ROI. This tip is crucial for getting the most out of Amazon advertising.
Bid on Popular Brands That Sell Similar Products
When brainstorming keywords to bid on, don’t overlook your well-known competition. For example, if you offer skincare products, you should bid on terms such as:
Minimalist Serum
Ordinary Cleanser
These are well-known brands that people frequently look for and buy. This will provide you the opportunity to get awareness and persuade someone to buy from your “less known” brand. To identify your top competitors, conduct a generic search on Amazon for products in your sector and note which brands appear most frequently in the search results.
Experiment with All Ad Formats
While sponsored product advertising appears to provide the fastest and most visible ROI, headline search advertisements may result in more loyal, repeat purchasers.
It’s worth experimenting with different ad types to discover which ones produce the best results, and then – once your stats are clear – you can re-allocate your spending based on the results of your campaign.
Utilize Promotions
People adore promotions! People can’t get enough discount codes, buy one, get one free offers, and extra goodies!
Amazon offers several amazing opportunities to enhance marketing through promotional programs! By offering promotions, discounts, and deals on your products, you can be placed in the “Hot Deals” and “New Noteworthy” categories, resulting in massive quantities of traffic.
“Lightning Deals” are an excellent approach to swiftly sell to potential clients, resulting in more reviews and interactions with your eCommerce site.
The idea here is not to take early losses or provide outrageous discounts; rather, it is to pique people’s interest in your company and products. When you conduct relevant promotions, you get reviews and establish a devoted consumer base.
As a business owner, you may need to give a little in order to receive a little. Reasonable promotions are an excellent approach to get your marketing efforts underway!
Finally, consider giveaways. Giving items out for free is not ideal for short-term company goals, but it can deliver long-term benefits by improving search ranking, customer service, and brand loyalty.
Get Your Pricing Right
Finding the proper pricing for your products is difficult enough, but Amazon adds a pricing parity clause to your selling agreement that you must be aware of if you do not want to be penalized or shut down on the site!
According to the condition, your item and total price must be cheaper than any other online sales channel under the ‘general pricing guideline’. This includes your personal eCommerce websites. If you violate this agreement, you may be punished or put on pause as an Amazon merchant.
Wrap Up
Amazon is the place to be for product-oriented enterprises. It’s a great approach to get your products in front of customers and in the same place as your competitors. Using the tips above, you can create a great marketing strategy to use Amazon Product Ads. Good luck advertising!
