Tips for a Powerful Amazon Advertising Campaign Strategy

Amazon is the global leader in the retail sector. In actuality, it accounts for more than 40% of all online purchases. Small-to-midsized businesses (SMBs) depend on the ecommerce website to interact with customers and make money because of this.

Your team may now speed up that procedure to raise your revenue, brand awareness, and other factors with the help of Amazon Marketing Services (AMS). How can you design a cutting-edge advertising campaign approach that outperforms your rivals and maximizes results? Start with these seven effective suggestions for SMBs operating in the online market:

1.  Know your Amazon ads

You should learn about the many Amazon ad formats before you begin marketing, which include:

• Sponsored Products: A keyword-targeted advertisement, Sponsored Products advertise a single product and appear in Amazon search results and below the fold on product pages.

Additionally, they offer product- and keyword-level reporting, allowing you to identify which terms influenced the sales of particular products.

Headline Search Ads: These banner ads that display above search results and are keyword-targeted can advertise up to three products. You can only learn which keywords led to a sale for any of the three goods because they only have keyword-level sales information.

Product Display Ads are interest- or product-specific advertisements that show up below the fold on product pages, listing, review, and related product detail pages. They include campaign-level sales information so you can assess the campaign's overall success.

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Additionally, it's critical to comprehend the distinctions between interest-, product-, and keyword-targeted advertisements:

• Keyword Targeted Ad: Ad that is keyword-targeted meaning that it is made to appear when a certain set of keywords are entered into a search engine.

• A product-targeted advertisement is one that you create to show up when a user accesses a certain product page. When you wish to focus on listings from rival companies as well as complementary goods, it can be helpful. For example, if you sell security camera covers, you might choose to focus product pages for cameras that are suitable.

• Advertisement that is displayed when consumers visit product pages that are relevant to your product is known as a "interest-targeted ad."

As a result, you can target users who are interested in dashcams, security cameras, covert surveillance cameras, and more.

While each advertisement and target option has benefits and drawbacks, they all have a purpose. Use headline search ads, for instance, if you're marketing a number of new products from the same brand. Alternatively, if you're getting rid of excess stock, you can use Sponsored Products advertisements for each product.

Every single one of the adverts uses a pay-per-click (PPC), auction-based mechanism. Additionally, they are all $1 minimum daily budget requirements, allowing you to control your advertising spending, which is crucial for tiny firms.

2. Make your goals S.M.A.R.T.

Be sure to set S.M.A.R.T. goals for your advertising campaign, whether it revolves around Sponsored Products, Headline Search Ads, or Product Display Ads. S.M.A.R.T. stands for Specific, Measurable, Achievable, Realistic, and Timely. a few S.M.A.R.T. examples

An Amazon campaign's objectives include:

• 30 product reviews in six months for a certain product

• Increasing sales of a product by 15% over the course of three months

• Removing all of a product's stock before the introduction of a replacement item.

Your objectives frequently influence the Amazon adverts you decide to run. Being that you can only advertise items that are winning their Buy Box, your products will also have an impact on your advertising campaign approach. What does Amazon's Buy Box mean?

It alludes to a box that may be seen on the right side of the product page. Users use the Buy Box, which includes the following product details, when they want to buy a product:

• Pricing
• Shipping
• Stock
• Seller

When a user clicks "Add to Cart" on Amazon, your product is the default option if you win the Buy Box. You must provide a competitive pricing and a good customer experience for your product to get in Amazon's Buy Box, which is determined by a number of variables, including shipping timeframes.

3. Calculate your advertising cost of sale

Prior to creating your campaigns, you must ascertain your Advertising Cost of Sale (ACoS), as this will affect your cost-per-click (CPC) bid and campaign budget. You may establish a practical, performance-based budget with an accurate ACoS. For each product, you should consider the following elements to determine your ACoS:

• Selling price
• Cost of goods sold
• Fulfillment by Amazon (FBA) cost
• Miscellaneous costs

Once you have your figures, deduct your selling price from all of your costs, including your cost of goods, FBA fees, and other charges.

How much you can spend and still make a profit on a sale is the remaining amount. Now, you might wish to determine your break-even point if you're clearing inventory. You will divide your maximum spending amount by the selling price of your product to arrive at this computation.

Your break-even point is the end result. When you begin Amazon advertising, you can check the ACoS for each keyword in your AMS dashboard's "Advertising" section. This function informs you of the terms that would generate a profit from advertising and those that wouldn't.

4. Research your keywords

Amazon advises starting your advertising with automatic targeting, which is available for Sponsored Products and Headline Search Ads; if you're using Product Display Ads, Amazon advises product-based targeting. This advice applies whether you're a small start-up or an established medium-sized business.

The explanation is that after two weeks, you will have useful keyword data. After that, you can use that information to produce Sponsored Products, Headline Search Ads, or Product Display Ads with interest-based targeting.

However, it's crucial that you conduct some independent keyword research. It can assist you in finding fresh keywords for your ads as well as keyword trends that are moving up or down. You can use SellerApp's Amazon Keyword Research Tool , a useful tool for finding keywords on sites like Amazon, Google, YouTube, and more, to find keywords.

5. Optimize your products

It's crucial to enhance your product listings prior to starting your advertising campaign on Amazon. By taking this extra step, you increase the likelihood that your target customer will not only click on your advertisement but also buy your goods. Look for the following aspects when evaluating your products:

• Title
• Images
• Description

Amazon advises you to target these three areas for your advertising approach in order to achieve the greatest results. Doing so can raise your ranking in Amazon's organic search results, which can increase organic sales.

Take the following actions to raise the caliber of your title, pictures, and description:

• Make your product names accurate and descriptive.

• Put high-quality photographs in your product listing.

• Create a new version of your product description with at least five bullet points.

• Add pertinent and helpful information to your product description.

When you are updating the keywords in your product titles and descriptions, think about including them. You can further hone your listings using information from your advertising once your campaign has launched. For an SMB in particular, this cycle of optimization can take a lot of effort, but it's worthwhile.

Both your marketing approach and your business will profit from it. Once your campaign is over, you can boost your product's organic listing through keyword optimization to continue generating sales. Remember that keyword stuffing is not acceptable on Amazon, so stay away from it.

6. Invite your shoppers to leave reviews

Reviews are influential. Reviews can improve sales by 18 percent because more than 60 percent of consumers read them before making a buy. In addition, Amazon factors customer reviews into the rankings of its organic search results.

You must therefore take reviews into account while planning your marketing approach. Using automated emails, such as those sent to confirm an order, is one technique to ask for feedback. Make an email asking for a customer's feedback to be sent out after the delivery is anticipated.

In case a customer is dissatisfied with their order, be sure to allow them to contact you directly as well. Another tactic is to add a product insert in the customer's packaging, such as a pamphlet on how to utilize your goods. A product insert is great for increasing brand awareness as well as reviews, social media shares, and other activities.

It's important to remember that Amazon does not allow reviews that are requested. However, it does provide an Early Reviewer Program that charges a product price. If your product has less than five reviews and costs more than $15, the Early Reviewer Program is a good choice.

For a year or until you receive five reviews, Amazon will ask for reviews on your behalf. You can also make use of Amazon's Vine Reviewer Program if your SMB is a wholesale supplier to the retailer. This alternative is a paid program as well, but it connects you with some of the best Amazon reviews.

After you give someone a sample of your goods, they will make a frank review of it online.

7. Review your search terms report

It's simple to concentrate on sales and revenue when you first start your advertising campaign, but it's crucial to also pay attention to the keywords that are influencing those purchases. You should set aside some time to analyse your search terms report for this reason.

The search terms report may be found under "Advertising" on your AMS dashboard. Because it exposes the terms that are generating clicks and sales, it's a fantastic source of information for your Sponsored Products and Headline Search Ads.

That could help your current and next marketing.