The number of sellers and brands leveraging Amazon advertising keeps growing, not just daily, but from hour-to-hour. As the competition for consumer attention and their dollars continues to intensify, as an Amazon seller, you should be looking to kick your advertising game up a notch or two.
These 4 Amazon advertising tips will help you to make more money selling on Amazon without costing you a lot of Ad Spend or time.
Knowing your target audience and how to reach them is arguably one of the most important steps for getting better results from your Amazon advertising.
Pinpointing your target audience is an essential step in the development of your products and the marketing efforts used to promote them. Taking time to know your audience helps you to improve your marketing copy, ads, targeting and relevance.
To communicate effectively with your target audience, you need to understand who they are, and what their true needs/desires are.
You should ask yourself what problem or desire your product(s) solve. Online shoppers don’t buy products just to have them, they’re looking for a specific benefit. Identify what benefit your product provides, and you can reverse-engineer who will be your best target audience because those are people who want the solution you’re offering. Build an image of what that ideal online shopper looks like so that you can best appeal to them.
Here are five ways to facilitate this process:
Pay attention to match types. Amazon advertising uses Broad, Phrase, Exact, and Negative match types to refine targeting. The key is to use a combination of these match type options to get ultra-targeted and reach the online shoppers with the highest level of purchasing intent.
Not all of your products have the same profit margin. Therefore, you cannot bid the same amount for all keywords. Be mindful of the relevancy of the keywords that you are targeting (especially when using Broad Match), especially if you are operating with a tight budget.
Using Broad Match type, you’ll be able to cast the widest net possible. Words can be added in the front, middle, or after your target keywords. This is the least targeted match type, but it can be useful to jumpstart campaigns and discover new useful keywords
Also, keep in mind that if your PPC campaigns are new, you’ll need to set higher bids to gain search history. At first, it may take some time to see campaign results. Be patient and wait to see results before making optimizations. Using advertising settings such as budget caps will allow you to stay within a specific budget to prevent overspending while waiting for results.
Schedule to succeed. Schedule weekly or bi-weekly time to review all of the areas that you can make improvements/optimizations related to your Amazon advertising campaigns.
Breakdown your optimization sessions to run over a two-week period.
During week one, perform these tasks…
During the second week, perform these tasks…
Continuously look for new ASINs and categories to test. You should always be searching for new opportunities to improve the results you are getting from your Amazon advertising, by discovering new ASINs and categories that will convert well for you.
You can find new ASINs by combing through your Search Term Report, Brand Analytics, and using keyword software tools like PPC Entourage. Also, test categories across your Sponsored Products, Sponsored Brands and Sponsored Display campaigns.
Use these 4 tips to improve the results you are getting from your Amazon ads, and to better align with online shoppers’ purchasing intents.
If you are unsure as to how to obtain the maximum ROI from your Amazon advertising campaigns, our team of experienced experts can work with you to achieve your goals.
Entourage Management Services has opened applications. We can also manage your entire brand’s Amazon advertising, with no limits to number of products, countries, or ad types.