There are a whopping 80 million people on Amazon Prime. Even more shoppers who aren’t on Prime but still shop regularly could be your potential customers.
If you’re on Amazon you’ve made a great first step. But are you doing enough to get more people looking at and buying your products?
Advertising on Facebook, Google, and other sites is fine. Still, you’re going to need actual Amazon ads to really turn some serious profit.
This guide is here to help you. Keep reading to find out the top ten tips for advertising on Amazon.
1. Understand the Types of Ads
There are three types of advertising on Amazon. There’s headline search ads, Amazon product ads, and sponsored product ads.
You are most likely going to be using sponsored product ads.
For a user who’s browsing Amazon products, these ads will blend in with their search results. Since it appears at the top of results, the user will likely think it’s a popular and relevant product, not an ad.
2. Choose a Type of Ad
So what are these ads and how do they work?
If you’ve ever used Google AdWords, you probably know a bit about keywords. The ads in Amazon use keywords as a trigger to target shoppers either automatically or manually.
There are advantages to both. Firstly, automatic targeting lets Amazon target your ads based on your product info. It saves you time and casts a wide net. You also don’t have to choose your own keywords.
Manual targeting uses keywords that you provide. When a user searches for those keywords, your ads will show up.
3. Use Automatic Targeting to Test the Market
Start by using automatic targeting to do your keyword research. This is a great way to test what people are searching for in your niche.
Set up your campaign by using the automatic targeting mode, with a small budget. Run for a limited amount of time, two days for example. The results you get from this can prepare you to do your own keywords in manual mode.
4. Then, Use Manual
To get your results from the automatic targeting, download Amazon’s search term report. You’ll start getting a snapshot of the words that your potential customers are using to search.
Start building your manual campaign using the results you get and optimize as you go. You can also set bids that are based on an ad group or keyword level.
That doesn’t mean you stop using automatic to get keywords, however. You can still do automatic targeting, but with a lower budget.
5. Long Tail Keywords
Long tail keywords are the secret weapon in the arsenal of any store owner. Getting as specific as possible with your keywords can help you in two ways.
One, you won’t be competing against other ads. Two, you are narrowing down a potential search to a term in such detail that only your product could match it.
6. Bid on Your Competitor’s Keywords too
Thinking strategically about keywords means also thinking about your competition.
When you’re considering what keywords to make a bid on, have a look at your competitors. If you have a competitor that’s well known, bid on searches that include their brand’s name.
The more popular brands get searched for and bought much more than yours if you’re a small company. Why not increase the chances of your product appearing in these results, especially if you’re cheaper or “cooler” than the competition.
Finding out the top brands in your niche is as easy as running a search for a generic phrase like “dog collars” on Amazon. See the brands that are shown most frequently. That’s your competition.
7. Make the Ad Copy Specific
In the same vein as keywords are the actual copy on your ads. It’s time to get really specific and ensure that your copy is specific to your product.
Selling a dog collar? You should know if it’s washable, the material it’s made of, its color, and what size dog it suits best.
Now, all of this information may not fit in the ad, but the most important points should be there.
8. Don’t Forget About Irrelevant Searches
Ever heard of a negative keyword?
It’s a term that covers irrelevant searches. These keywords are irrelevant queries that won’t lead to a sale for you, the equivalent of a keyword mistake, basically. They don’t convert, and you’re going to want to stop spending money on them.
To find out what these keywords are, go to Amazon and download your search terms report. Look for all of the words and phrases that don’t lead to sales.
9. Test and Track
Now that you’ve gotten into a groove, don’t expect to see results immediately.
In order to make the correct optimizations for your campaign, you’ll have to wait and see what works. To manage your spending during this time, it’s a good idea to have a specific budget.
One way to make the most of campaigns is to dedicate more advertising spend on your Amazon best sellers. If you track the performance of your products, this will be easy. Less popular products can get a smaller budget.
10. Take Time to See Results
Amazon campaigns need to be monitored regularly to optimize them and see results. So the most important tip for advertising on Amazon is to be patient.
A good estimate for your first campaign is three to four weeks. Tweak and see what’s making money so that you get an idea of what works. Give your ads time so you aren’t making a hasty decision that could lose you buyers.
How to Start Advertising on Amazon
Now that you know how to begin advertising on Amazon, you’re well on your way to being successful at e-commerce. There are several ways to get the most out of your Amazon product listings, and we can help.
Check out our Amazon management services and save time and effort by letting our experts help you.