As of July 2022, Amazon was the world’s largest online marketplace, averaging about 5.3 billion visits in that month (source).
As the platform diversifies its offerings across its ecosystem, it will continue to grow. Marketers leave no stone unturned in creating results-oriented Amazon ad campaigns. To reach those desired milestones in success, having a reputable Amazon marketing agency could make all the difference!
If you’re new to running ads on Amazon, consider hiring someone knowledgeable and experienced in this field of PPC ads.
Here are seven best practices for Amazon Marketing Services (AMS). Let’s take a look at it.
1. Start with the basics
Clearing doubts before launching your campaign is vital across all channels, especially on Amazon Marketing Services.
You can’t start optimizing until you’ve addressed the basics. So, get answers to these questions:
- Have you got the basic idea of each ad type of Amazon?
- Do you know which ad type is suitable for marketing your products?
- Are your prices competitive, or is your product unique?
If you need a transparent concept and knowledge in the first place, consider strategy rather than tactics.
You can also take advantage of an established Amazon marketing agency for consultancy.
2. Define your goals
Whether you build an advertising campaign around sponsored products, headline search ads, or product display ads, you must set realistic and well-defined goals.
For example:
- I want to get 30 product reviews in six months.
- I’m looking forward to raising the sales of my best-selling product by 15% in three months.
- I plan to launch a new product with no inventory cost.
This way, you can specify your marketing objectives.
Remember, your goals frequently impact the ads you select to put on Amazon marketing services.
On this platform, you can also connect your targets with your goals. For example, if you want to drive more sales, your Advertising Cost of Sales (ACoS), a metric used to measure Amazon PPC ad campaigns, might be your success statistic.
3. Determine your budget
Unlike Google advertising, which does not affect organic placement, Amazon marketing service does. So, set your budget intelligently after defining your goals.
Note that Amazon’s advertising costs rise as the level of competition increases.
The good news is that Amazon continuously refines its advertising platform to provide you with more options and data to improve your ACoS.
Therefore, first consider ACoS, calculated as follows:
Moreover, check on the below.
- Amazon PPC beginners should stay near the general average, currently 27.17%. (source)
- Secondly, consider the duration of your campaign.
- Next, focus on your default bid amount, which is critical for your CPC, the amount you pay each time someone clicks on your ad. Finally, work on earning a low CPC, which gives you space to attract buyers, increase profitability, and lower your ACoS.
- Now calculate the ROI. Once you know how much you want to earn from your efforts, you can measure how much you need to spend on advertising.
4. Work on keyword research
Matching the shopper’s interest and intent has taken center stage with the latest Amazon A10 algorithm upgrade (source). Amazon is striving to display ads based on searchers rather than profitability.
Extensive keyword research, therefore, becomes vital.
While you may have researched keywords when creating your product description page, buying patterns can change over time.
- Do keyword research regularly and ensure the search terms are used across the product detail page. This includes crucial elements such as the title, description, and bullet points.
- Bullet points are helpful for customers while comparing products. In keyword-rich language, use the bullets to convey the usability of your product. Also, every successful Amazon marketing agency suggests avoiding duplication of keywords in your ad copy.
- Examine your competitors’ listings as well. They may customize their product titles and descriptions for search, revealing the keywords to drive sales. But, again, do not replicate their content.
5. Get traffic from other sites
Getting visitors from other websites is a fantastic approach to boosting your business on Amazon marketing service. Amazon considers traffic that leads to sales from non-Amazon channels such as Google and Facebook.
Launch an external traffic campaign for your product listings. When you use Google AdWords, Facebook Ads, or any other form of traffic-driving campaigns, set yourself up to collect a commission from Amazon and achieve higher organic product listings.
6. Use excellent images and videos
The more information you can provide to potential buyers to help them understand and trust your product, the more sales you will make, and the better reviews you will receive.
Therefore, leave no stone unturned to create high-quality images and videos. It’s all about the visual presentation of your products.
- First, ensure that all product images adhere to Amazon’s criteria, images with at least 1,000 pixels or higher.
- The product in images must appear as it would in real life.
- While making a video, focus on discussing and demonstrating your products.
- Create a plan to stress the pain points your product addresses and highlight other USPs (Unique Selling Points).
- Always maintain a sales-focused approach.
7. Optimize campaign performance
After you launch your campaign, use the data from your advertising to optimize your listings. This optimization cycle can be time-consuming, especially for small businesses, but it is worthwhile, benefiting both advertising campaigns and business strategy.
However, you can reach an Amazon marketing agency anytime to eliminate tedious tasks.
Note: Check if you’ve added keywords to your product titles and descriptions as you revise them.
Overall, several good practices exist to level up your business on Amazon marketing service. For example, you may have a robust keyword strategy but need to optimize your ads.
Remember, your competition is not with Amazon. It’s you vs. the other products that someone would buy instead of yours.
Don’t be concerned if all of this seems a little overwhelming. An Amazon marketing agency can assist you in your endeavor.
