Amazon has a smorgasbord of brands. Some new, others more established. How can you get your products off of page 5 in the search results to the first thing searchers see? Enter Amazon advertising. As an Amazon seller, it is imperative that you advertise through Amazon’s platform in order to start driving significant traffic to your page. Below are three simple things we’ve seen that you can do to get started on the right foot with advertising on Amazon, or for you more established brands, to improve your current advertising method.
- The most fundamental thing you can do to help your advertising success is to make sure your product listings are customer ready. The worst-case scenario from an advertising perspective is a potential customer clicking on your ad that intrigues them, just to be met by an awful product page with poor images, no reviews, unhelpful bullets, and an overall unprofessional appearance. Make sure your product pages are in tip-top shape before beginning to advertise.
- Advertising campaigns, like most things in life, require consistent time and effort in order to be successful. Don’t expect to make a campaign, add a few keywords, and be done with it anticipating great results six months down the line. Plan on tweaking bids at least weekly looking to turn off keywords that don’t generate sales, increasing bids to keywords that do, and adding more keywords you wish to experiment with.
- We advise Amazon sellers to split their advertising into three different campaigns for each product category. Here’s the purpose of every individual campaign:
- Branded: While it is intuitive to think, “Surely, someone searching for my product doesn’t need an advertisement to push them towards my product listing,” but know that your competitors are bidding on your brand name and planning to steal customers away in the “top of search page” advertising position. It’s a cost for sure, but this defensive measure is worth it.
- Category: Here is your chance to pull customers who search in general terms (i.e. toy cars, water bottle, etc.) to your brand. These types of words are some of the most highly searched words on Amazon.
- Competitor: Now you have the opportunity to pull consumers from your competitor’s brand. This campaign typically performs the worst of the three but adding a small fund each month to expand your customer base is important. Even a small competitor campaign budget can result in a few new lifetime customers stolen from a competing brand. Remember, you are only charged if the customer clicks on your advertisement. Give your brilliant product listings a chance of converting a sale that was supposed to go to an opponent.
While we use these tips in our service, we are constantly trying out new methods and strategies. The name of the game with advertising is experimentation. Don’t be afraid to spend a few bucks trying out new processes to see how you can improve your channel.