When it comes to building a successful Amazon advertising strategy for your eCommerce business, choosing the right type of ad is crucial. Sponsored Products, Sponsored Brands, and Sponsored Display are the main ad types you’ll encounter on the Amazon platform. To achieve success in the marketplace, it’s important to decide which approach suits your business goals best. The ad types that are the most successful may vary also and this tends to require a test-and-learn approach.
You should also select search terms that align with your target audience and products.
Setting a budget that allows for profit and a healthy return on investment (ROI) is key. In this article, we’ll explore what you need to consider when creating an effective Amazon Ad strategy.
Types of Amazon Ads
- Amazon Sponsored Product Ads: These ads highlight specific products, giving them prominent placement in search results for relevant search terms. When customers click on these ads, they are directed to the product’s Amazon sales page, where they can learn more and make a purchase. Sponsored Product Ads occupy prime real estate on the search results page, making them an ideal option for building your brand and getting eyeballs on ads.
- Sponsored Brand Ads: This ad type displays your brand logo, a customisable headline, and a selection of your products on the search result page when customers enter relevant search queries. Sponsored Brand Ads are great for increasing brand awareness.
- Amazon Sponsored Display Ads: Unlike keyword-driven ads, Sponsored Display Ads allow you to target specific customers or products using display advertisements. These ads often feature eye-catching images and crisp headlines to grab customers’ attention and direct them to your product description page.
Budgeting
As a business owner, you might wonder how much you should spend on your Amazon Pay-Per-Click (PPC) strategy. The answer varies depending on your advertising goals and industry, but there are some general guidelines. It’s advisable to start gradually and adjust your budget as you determine which approach works best for your campaign. Take the time to measure your success and evaluate your campaign’s overall performance.
Don’t worry about going over budget because most Amazon ads operate on a pay-per-click model. You only pay when your ad is clicked on. You can also set a daily spending limit, so your ads will pause once your budget for the day has been reached. By carefully planning your approach, you can control expenses while reaching customers who are ready to make a purchase.
Keyword Strategy
When planning your keyword strategy, focus on long-tail keywords that are specific to your product. This helps filter and narrow down the search process, targeting a more relevant audience. However, be cautious about narrowing your audience too much. While precise and relevant long-tail keywords attract higher-quality visitors who are more likely to convert, being too specific can cause your ads to miss out on vital impressions and not appear in search results. It’s important to strike a balance and find the right level of specificity when creating your keyword lists.
Importance of Using Negative Keywords
Using negative keywords in your ads is crucial to avoid targeting irrelevant audiences. By preventing your ad from being shown to irrelevant audiences, negative keywords help Amazon match your ad more accurately with potential buyers. Not using negative keywords can result in minimal click-through rates, conversions, and less prominent ad and product placement.
There are many more tips and tricks when it comes to Amazon. For more in-depth advice, get in touch with an Amazon agency expert.
