How to advertise on Amazon? Amazon advertising tips!

In 2018, the Google and Facebook advertising duopoly once again seemed to dominate the US market, with 37% and 20% market share respectively, while Amazon accounted for only 7%. But if you dig deeper into the data, you’ll find that Amazon isn’t actually the third wheel among these three.

Although Amazon has a smaller market share than Google and Facebook, its advertising revenue soared 250% in the third quarter of 2018 compared to the third quarter of 2017. Some industry experts predict that the long-standing advertising duopoly of Google and Facebook will become a trio as early as next year, with Amazon's advertising charges close behind those old giants.

One of the biggest reasons brands are increasing their spending on Amazon advertising is that Amazon has become the epicenter of online shopping. In fact, 44% of U.S. consumers start their online shopping on Amazon, 11% higher than Google, and 40% of Americans buy products on Amazon at least once a month.

If you’re in the e-commerce business, advertising on Amazon is your best option to maximize your revenue. So, to help you advertise on Amazon, this simplified guide details each type of ad running on Amazon, along with some of the best practices. Read on to learn how to advertise on Amazon in 2019.

Amazon Advertising Strategy

Although we’re going to cover five different types of Amazon ads and their best practices, we’ll first look at three general tips for crafting a successful ad.

1. Clarify your goals

Whether you want to increase sales or improve brand awareness, Amazon allows you to tailor your advertising plans to your goals. For example, if you are focused on increasing sales, you could use advertising cost of sales (Acos) as your measure of success; or if you want to increase brand awareness, you could use advertising impact as your measure.

2. Choose the right products to advertise

Running ads for your best-selling products can help increase your conversion rate, but you should also make sure your products are in stock and priced competitively.

3. Create clear, concise, and eye-catching product detail pages

Amazon Advertising can attract shoppers to your product detail pages, but it’s the product detail pages that ultimately turn those shoppers into your customers. To create a persuasive product detail page, take into account an accurate and descriptive title, high-quality images, and relevant and useful product information.

Amazon Sponsored Ads (SP)

Amazon Sponsored Ads are pay-per-click, keyword-targeted display ads for individual products that appear in search results and product detail pages. If you decide to set up your campaign manually, you can bid on three types of keywords: broad, phrase, and exact.

Broad keywords can include words before and after the keyword. If you sell blenders, you can set the keyword as "white hand blender." Setting keywords in this way can maximize the traffic of your ads.

Phrase keywords focus on the relevance of the word order you set to the keywords that buyers search for. For example, if you sell a "stainless steel hand mixer", it means you are selling a hand mixer, but "manual stainless steel mixer" means you are selling a stainless steel mixer, but not necessarily a stainless steel hand mixer.

Exact keywords are the most restrictive type of keywords—a shopper’s search query must contain the exact keyword for your ad to appear, and no words can appear before or after the keyword. If you choose to run targeted advertising, you can set the keyword as "hand mixer", but it will not appear as "electric hand mixer".

You can also set automatic keywords when running Sponsored Ads and use algorithms to match the best keywords for your ads.

Amazon Sponsored Ads provides a reporting tool to display ad clicks, ad spend, sales, and advertising cost of sales (Acos) to measure the effectiveness of advertising.

Amazon Sponsored Ads Best Practices

Target market positioning

Using Amazon Sponsored Ads, you can identify keywords with low conversion rates and mark them as negative. With this method, Amazon will stop showing ads to shoppers searching for those keywords. Making sure you mark your poorly performing keywords as negative is crucial — even if they have high CTRs, low conversion rates mean they may not be reaching the right buyers.

bid

In manually targeted campaigns, you can use Bid+ to increase the chances of your ad appearing at the top of search results. You can only use Bid+ for products that are eligible to appear at the top of search results. When you do this, the system will increase your default bid by 50%, making your ads always competitive without having to adjust bids manually.

Amazon Headline Search Ads (HSA)

This type of Amazon advertising, currently known as Sponsored Brand ads, promotes keyword-targeted ads for multiple products above, below, and alongside search results. There are three types of keywords you can target with Headline Search Ads: branded product keywords, complementary product keywords, and sponsored product auto-targeted keywords.

Brand product keywords are a combination of your brand name and the products you sell.

Complementary product keywords are about bundling two separate products that impact each other’s demand and can be sold together. (such as ketchup and mustard)

Sponsored Brands Auto-Targeting Keywords means that you use successful search queries when running auto-targeted Sponsored Product ads.

Sponsored Brand campaigns (formerly Headline Search Ads) also allow you to feature up to three unique products in your ads, customize your ad’s image, headline, and landing page, and even test these elements.

To predict how much you’ll spend on Sponsored Brand ads, Amazon uses a pay-per-click, auction-based pricing model so that the price per click never exceeds your bid. In addition to manual bidding, you can also choose automatic bidding, which can also optimize your ad conversion rate.

If you want to know how your ads are performing, Sponsored Brands provides you with a report showing your ad clicks, spend, sales, estimated keyword win rate and Acos (advertising cost of sales).

Best Practices for Sponsored Brand Advertising

Advertising creativity

It’s a good idea to feature three of your top-performing products in your Sponsored Brand campaigns to increase the number of clicks and sales your ads generate.

Amazon also recommends that sellers include keywords about the product’s greatest advantage in the ad title, since mobile buyers can only see the ad’s main image and title.

In addition, try not to include words such as “#1” or “Best Seller” in the product description, otherwise the ad will not be approved.

test

To conduct the most accurate and effective testing, try changing one variable at a time for at least two weeks and then judge the success of the test based on your business goals.

Landing Page Design

With Sponsored Brands, you can direct shoppers to your Amazon store or a custom product page. Consider testing how different product pages convert visitors into customers, as well as the order in which products appear.

Amazon Product Display Ads

Product Display Ads are pay-per-click ads that appear on product detail pages, customer review pages, at the top of offer listing pages, and below search results. You can also place these ads in abandoned cart emails, follow-up emails, and referral emails with the goal of cross-selling or upselling your customers.

There are two types of ad targeting available for running Product Display Ads: product and interest. Product targeting allows you to target specific products and related categories; interest targeting allows you to target buyers’ interests and attract a wider audience.

Product Display Ads also let you choose which category detail pages to run your ads on, customize your creative, and provide a reporting tool that shows your ad clicks, spend, sales, advertising cost of sales (Acos), detail page traffic, total sales, and average cost per click (Apc).

Amazon Product Display Ads Best Practices

position

Use product targeting on competitor, complementary, and your own product pages to cross-sell or upsell similar products. Using product targeting in related categories can also expand your advertising reach to other Amazon categories related to your products.

Advertising creativity

When writing titles, Amazon allows you to include keywords such as “Exclusive, New, Buy Now, Save Now”, but words such as “#1” or “Best Seller” are not allowed.

Amazon Native Advertising

Amazon native ads are ads that you can run on your own brand’s website. There are three types of native ads: recommended ads, search ads, and customized ads.

Recommended ads are ads that you can place on product detail pages. This type of ad is dynamic, so Amazon will recommend other related products based on the content of your page and your visitors.

Search ads are ads that populate on your website based on keywords that shoppers search for on Amazon or your website.

Amazon Native Advertising Best Practices

Just like the call to action button on your blog, you want to make sure your local shopping ad is relevant to the detail page where you place it. In this way, when your web page visitors read the product description, they will naturally click on the ad and bring more conversion rates.

Amazon Video Ads

Amazon Video Ads allows you to place ads on Amazon-owned websites (such as Amazon.com, IMDb, and Amazon devices like Fire TV). You can buy Amazon video ads whether or not you sell products on Amazon, and you can set the ad’s landing page to be an Amazon product page, your own website, or any other page.

Author: Network

Source: Internet