In today’s fast-paced world, businesses constantly seek new strategies to stay ahead of the competition. Regarding the eCommerce platform, Amazon has emerged as a dominant force with an estimated 300 million active sellers, and 75% of shoppers use Amazon to find new products and brands.
If you’ve been selling on Amazon, you might have noticed how the landscape for sellers is changing. To effectively tap into this vast potential, you must leverage the advanced tactics Amazon Marketing Services (AMS) offers.
AMS offers a comprehensive suite of tools and advertising solutions designed to help sellers increase visibility, boost brand awareness, and ultimately boost sales. In fact, AMS has become a quick choice, with 55% of product searches now taking place on Amazon rather than Google.
In this article, we’ll share a few strategies to boost your Sales using Amazon Marketing Services. But, before that, let’s understand Amazon's Marketing Services.
Amazon Marketing Services (AMS) is an advertising platform provided by Amazon, and it’s actually been renamed to Amazon Advertising Console. It offers various advertising solutions and tools that help businesses increase visibility, traffic, and sales.
AMS provides various ad formats, including Sponsored Products Ads, Sponsored Brands Ads, and Amazon Display Ads. It allows you to create, run, and manage ad campaigns across the Amazon platform's search results, product display pages, and other areas on Amazon’s website and mobile app.
In addition, you can create ad campaigns targeting specific keywords, customer interests, or even competitor products to ensure the ads reach the right audience. Further, you can track and monitor the performance of your campaigns, measure various metrics, and optimize them to maximize the ROI.
Sponsored product ads are displayed in shopping results and product pages, making them highly noticeable and can reach customers who are more likely to purchase your product.
These ads are pay-per-click, so you only pay when customers click on your ads, and you can even set a budget limit for it. Certain categories are eligible for these ads, and you must be eligible to run these on AMS.
Sponsored brand ads are displayed on the top search results when customers search for specific products or keywords. These ads let you add a logo, custom headline, and multiple products in a banner-like format.
These are also pay-per-click ads that help to increase brand visibility and awareness. Customers are redirected to a custom landing page or the seller’s Amazon microsite when they click on it.
Sponsored display ads are self-service ads that target customers actively browsing or shopping for similar products. They can appear on or off the Amazon platform to promote specific products or target competitor products to divert customer attention.
These offer simple campaign creations and automatically generate ad creatives for display ads along the buyer journey. These ads are not keyword-based; instead, they are behaviorally based, which helps to reach the right audience.
In addition, there are some other ad formats like video ads, audio ads, custom advertising solutions, and Amazon DSP.
These are a couple of ads that AMS provides, helping you to improve visibility and awareness and boost sales. Now, let’s dive into some of our tips to boost sales using Amazon Marketing Services.
We will dive into 8 advanced Amazon ad tactics you can add to your strategies to boost your sales and improve ROI. Let’s go-
One of the first steps to get results for any Amazon marketing form is to outline your goals clearly. What is your end goal with Amazon Advertising?
It can be increasing sales, improving brand visibility, or driving brand awareness. While many brands focus on increasing sales, you might have a different goal. Remember, having an end goal can help you design the right strategy to achieve it.
Different ads are available; you must decide which campaign type you want to run. From sponsored products to sponsored displays and video ads, depending on your end goals.
For example, if your goal is creating brand awareness, you might choose a video or sponsored brand ads. On the other hand, if your goal is to drive sales, you might focus on Sponsored products or display ads.
It’s easy and simple to set, run, and manage your ad campaigns on AMS, regardless of your ad type.
Identifying high-volume and relevant keywords that align with your product helps to ensure the right customers find your product. In addition, leverage customer reviews and testimonials to enhance the effectiveness of your ads.
Identify keywords commonly used in your positive reviews and use them strategically in your ad campaigns. These tactics can help you to optimize your ad content for maximum impact and conversion rate. Showing positive reviews strategically in your ad campaigns can increase the likelihood of attracting similar customers.
Another aspect of your Amazon ads is regularly reviewing and adjusting your bid strategies based on performance data. Amazon ads are nothing but an auction system where sellers bid on keywords, and the seller with the highest bid and best-targeted keywords wins the auction.
There are different types of bidding on Amazon - Dynamic Bidding (down only), Dynamic bidding (Up and Down), Fixed bids, and Rule-based bidding.
Use automated AMS rules to set bid adjustments for desired outcomes, making it easier to adjust bids correctly. In addition, continuously monitor your ad performances to find an optimal bidding strategy that maximizes your sales.
Your copy directly influences your customers and conversion rate, so keeping it clear and engaging is an important part of Amazon's advertising strategy. Craft compelling and concise ad copy to grab customers' attention.
Consider the following points-
Effectively communicate about your product, capture attention, and drive a higher conversion rate.
Staying on top of your Amazon ad campaign requires regular analysis and monitoring of your campaign performance. Create campaign reports to track click-through rates, conversion rates, cost per click, return on spend, and overall sales.
Amazon provides robust reporting tools, “Amazon Attribution,” that offer insights into your campaign performance. Close monitoring of your ad campaigns can help you adapt quickly and provide improved ROI for your campaigns.
Here are some average benchmarks to start with-
Amazon's algorithm is pretty smart, they understand which keywords are relevant to your products, but they don’t get it right every time. Sometimes, when you add go for an automatic campaign instead of a manual one, your product or ad might get clicked for irrelevant keywords.
These keywords have no relevance to your product or brand.
For example, if you sell green shirts but don’t want to appear for ‘women’s green shirts,’ you might add that to your negative keyword list. Ensure you get clicks for relevant keywords, or you could lose money.
Another example is that you are selling a “luxury watch,” and you want to target an audience looking for a luxury watch. But you don’t want to show irrelevant terms like “kid’s watches” or “watch repair.” In that case, kids and repair can be your negative keywords.
Marketing is all about experimenting and optimizing as you go. It’s important to optimize your campaigns as you analyze and monitor the data. Different types of ad formats are available on AMS, including video ads, custom ads, audio ads, Amazon posts, Amazon livestream, Lockscreen ads, banners, In-stream videos, Image-based creative, Expandable banners, and others.
Conduct A/B testing with different ad creatives, headlines, and call-to-actions to identify the most effective messaging and design for your target audience. Test different variations of your ads to refine your campaigns and improve click-through rates and conversions.
Testing different elements of your Amazon ads can help you find a better version.
Amazon Marketing Service is a powerful tool that can help you to improve your brand awareness & visibility, boost sales, and help you stand out from the competitors.
By leveraging the right benefits of Amazon advertising and choosing the best strategy to help you target the right audiences, manage your budget, and take a step further. Through analyzing and A/B testing, you can optimize your campaigns and make a big difference in your ROI.
Get in touch with Bizongo Desworks team to help you with AMS and improve ROI on every penny you spend.