Running a business online comes with tons of stiff competition. Many e-commerce businesses put their products on the e-commerce giant Amazon’s website. If you’re considering breaking into the Amazon market or want to start seeing a boost in sales, an Amazon ad campaign might be the right choice for you.
Investing in advertising is a must. On Amazon, advertising is essential to gain visibility and sales on the platform. Check out a few tips on how to create a successful Amazon ad campaign.
Why Advertise on Amazon?
There are plenty of benefits to investing in an Amazon ad campaign for your e-commerce business on the platform. It gives you an edge against your competition and it helps you to gain visibility with consumers. Here are the main advantages of advertising on Amazon:
- Paid ads affect organic rankings
- It increases opportunities for customers to find your product
- It adds visibility to your brand
On the Amazon platform, ads are everywhere, from the homepage to the front, bottom, sides, and intermixed within the results pages. Companies that sell on Amazon without advertising often find their listings cannibalized by the paid ads on the search results page.
What Defines “Success” on Amazon?
Success on Amazon, much like other platforms, greatly depends on your goals. When a company begins investing in an Amazon advertising campaign, it should set reasonable expectations and identify its own meaning for “success.”
Common Goals Businesses Set for Their Amazon Campaigns
- Some companies target ads to block their competitors.
- It’s common for brands to hit low-level conversions.
- Other businesses like to invest in an increased visibility or brand awareness.
With so many varying goals, success looks different depending on what you want from your investment. While some brands are looking for an excellent ACoS, others can accept higher ones for the added visibility.
Essential Strategies To Try and Tips for Each
There are countless strategies brands can try on their Amazon ad campaigns to get the results they want. Check out some top methods to consider and tips for ensuring they run successfully.
Utilize Every Feature
Utilizing every available feature in the Amazon platform is essential. Invest in all:
- Campaign types
- Targeting types
Try to hit on any type of targeting that Amazon offers. Amazon offers specific features to brand owners that are not available to resellers; take advantage of those if you’re eligible.
Try Out New Features
Although investing in all the existing campaign types may seem comprehensive enough, learning to give new features a try can help boost your performance on Amazon. The platform regularly introduces new and updated ways to promote your brand. Part of finding success on Amazon involves the willingness to try new things as they become available.
Pro Tip: Ignoring or waiting to implement new campaign types and features gives your competition a head start while making your campaign appear outdated. Even if a new feature doesn’t pan out, it’s always worth a try at first.
Consider Portfolio Groupings
Portfolio groupings can be an excellent way to keep a top-level view of your product category performances. This feature allows brands to group their campaigns sets. Access to grouped product lines helps visualize where your budgeted ad spend is going across different product lenses.
Pro Tip: Understanding where your money goes by product and campaign type helps identify missed opportunities and places where tweaking the budget allocation may boost the performance overall.
Know Your Top Performing SKUs or ASINs
Delving into your best performing stock-keeping unit (SKU) and other top performing products helps identify which areas in your existing campaign are practical. It also aids in the allocation of future advertising budgets to items that are proven to sell.
Know Your Historical Top Search Terms
Finding campaign success on Amazon requires a robust knowledge of your historical top search terms. Neglecting this information can lead to detrimental oversights in your campaign planning going forward. Try to keep your historically top-performing keywords in mind to boost their success and mimic it with other vital keywords.
Use Your Search Terms To Inform Changes You Make
The search terms you use currently can aid in informing the adjustments you make in the future of the campaign. Consider what makes sense for your products and where opportunities are left on the table. Allow your current data sets to inform future decisions.
Add Negative Keywords—When Applicable
Adding negative keywords to your campaigns wherever it makes sense cuts down on the irrelevant or impractical searches your ads may be showing for. Any terms that don’t lead to conversions or populate your ad without the proper intent are potential negative keywords.
Segment Your Product Categories and Campaign Types
As much as it makes sense for your specific business, segment your product categories. It helps increase your visibility. Both product categories and campaign types provide drastically different performances. Splitting things out allows brands to adjust and maintain positive performances accurately.
Prioritize Budget on Top Performing Product Lines
Focus your budget on products that already sell well. There are countless opportunities to explore other opportunities, but those top-performing products are examples of what is already thriving on your storefront. Keep those product lines booming.
Know the Differences in Performance of Auto-Targets
There are four different auto-targets on Amazon to understand:
- Close match
- Loose match
- Complements
- Substitutes
Close and loose match enables your ad to populate in the results based on how closely or loosely the search term relates to your targeted terms. Complements show users your ad when it may complement another product they look at. Substitutes are when a user sees your ad when it would potentially work as a substitute item compared to another product the user looks at.
Have a Process for Adding New Products to the Account
Part of finding success in your Amazon ad campaigns is planning for product expansions. Adding products allows your business to grow, and adjusting your campaign to include those is essential. Put a system in place for adding new products in a way that doesn’t disrupt your advertising efforts.
How Logical Position Can Help
Here at Logical Position, we put our clients first. Our robust experience on the Amazon platform earned us knowledge of what strategies work and which lack results. We stay up to date on new features and know which are best for each client we work with. Contact us today if you’re looking for increased clarity on targeting or want to invest in professional Amazon advertising services.
