Amazon ads are obtained on the site Weight of flow For many new Amazon sellers, advertising seems to be a challenge. However, make reasonable use of Amazon's advertising types and Strategies can help sellers effectively attract targets Audience, improve product exposure and sale. Today, we Give a brief score Enjoy some common advertising questions to help new Amazon sellers avoid these traps.
Image source: barley booster
Amazon has hundreds of millions of active buyer accounts, which hold the click data of the product page through which keywords or ways users reach the product page. For this reason, Amazon also provides different types of paid advertising to help sellers reach the target audience, and these different advertising types also meet different marketing needs. Let's first learn about the types of advertising and make a good selection of paid advertising.
Sponsored Products : This kind of advertisement pays per click (CPC), and shows the product to potential customers through advertising keywords. It can increase the exposure on Amazon search results and related product pages, and contact buyers who actively search for similar products through keyword positioning, thus improving the conversion rate. Sellers can set budgets and bids to control advertising spending, which is applicable to launching new products, promoting seasonal discounts or promoting the sales of existing listing.
Image source: Amazon screenshot Sponsored Display Ads ：
These ads are targeted at specific target groups through creative content, and are launched off site on Amazon product details page, search results page and Amazon Demand Side Platform (DSP). They can reposition users who have browsed products or shown interest in similar products, increase the possibility of order conversion, and advertise for specific audience groups according to shopping behavior, interest or past purchase history.
Sponsored Brands ：
These advertisements were formerly called Headline Search Ads, which were mainly used to enhance brand awareness. They include custom titles and a series of products, which are displayed at the top of search results, highlighting and displaying multiple products, bringing traffic and conversion to specific products or product families, and increasing sales and revenue.
Image source: Amazon screenshot Sponsored Brand Video ：
This kind of advertisement displays the product and tells the brand story through video, so as to attract the audience more intuitively. They appear on relevant search results and product details pages, providing a dynamic way to attract Amazon users and promote conversion, which can effectively attract users' attention and achieve a higher conversion rate than static pictures or text.
Amazon Demander Platform (Amazon DSP) ：
This is a programmed advertising purchase platform, which is based on real purchase behavior for precise launch. It provides advanced positioning functions, real-time Amazon bidding and detailed reports to help advertisers reach relevant audiences and improve the effect of advertising activities. It is suitable for advertisers who want to reach and attract audiences on multiple channels and devices, including inside and outside the Amazon platform, especially for brands and agents seeking to implement data-driven omni channel marketing strategies and maximize the return on advertising investment.
Common Amazon advertising errors include:
Improper keyword selection ：
Choosing inappropriate keywords will lead to advertisements being displayed to irrelevant audiences, thus wasting the budget and reducing the conversion rate. Make sure to select keywords that are relevant to the product and have high conversion potential. such as The key word of bidding is "faded jeans", but in fact, faded styles are not sold. Although there will be clicks, there will be no conversion 。
Over reliance on brand keywords ：
Excessive reliance on brand keywords may lead to advertising budgets being spent on audiences who would otherwise buy products, while ignoring potential new customers. It is necessary to balance the launch of brand keywords and non brand keywords.
Ignore negative keywords ：
Ignoring negative keywords may cause advertisements to be displayed to irrelevant audiences and increase unnecessary click costs. Regularly review and add negative keywords to filter irrelevant search queries. For example, it is sold on Amazon It is a wine cup and the bidding keyword "glasses", which is usually a wide match. The user may enter "eyeglasses" and the ads will be displayed. Therefore, make sure you do not ignore negative keywords to prevent irrelevant clicks, which will not bring any revenue to the business.
Depend on a single release type ：
Only depending on the automatic or manual delivery type may limit the coverage and effect of advertisements. The best practice is to use a combination of automatic and manual delivery to achieve wider exposure and better conversion. Manual advertising series Optimized and effective Advertising and keywords, while automatic advertising series provide scale and discover sure Aimed New words.
Unreasonable advertising structure ：
A reasonable advertising structure can help monitor and optimize advertising performance. Ensure that the structure of advertising group and advertising series is clear, so as to effectively manage and optimize advertising. If Decide to transfer multiple assets Product combination to save time and improve productivity, please ensure that Some products are similar. For example, Green sweater and red sweater.
Report without using customer search terms ：
The customer search term report provides valuable information to help optimize keywords and advertising content. Regularly analyze customer search term reports and adjust advertising strategies according to the results. The report can provide Standard data points include brand search and non brand search, display volume, click rate (CTR), click cost (CPC), etc. By monitoring these indicators, sellers can ensure that ads are displayed to the most appropriate people at the most cost-effective click costs.
The advertising series is not classified ：
Categorizing the advertising series can better understand the performance of each product or product group, and timely adjust the advertising strategy. Many Amazon operators may Don't know or won't be right The advertising series is classified, No establish Reasonable advertising structure, It's hard to know which products Good performance, which ones are bad 。
Adjust advertising budget too quickly ：
Some newcomers to Amazon quickly adjust when they see that the advertising performance is not good, but At least let The advertising series runs for 7-14 days. In addition, Amazon Advertising report There will be 48 hour delay. The manual advertising series on Amazon usually takes 30 days to mature, so please do not adjust the advertising budget too soon.
Skip A/B test ：
A/B testing can help determine the most effective advertising elements 。 As Amazon operator ， need Constantly test advertisements, test pictures, titles, titles, logos, etc. to understand what works best 。
Optimize Amazon advertising methods
Set clear brand awareness goals ：
Make sure to set clear brand awareness goals, such as improving brand exposure, increasing product sales, etc. Different advertising formats are applicable to different targets, so the most appropriate advertising type should be selected according to the specific situation.
Select the advertising format suitable for the product ：
Select the most appropriate advertising format according to product characteristics, target audience and marketing purpose to maximize advertising effect and return on investment.
Strategic use of keywords ：
Carefully select keywords, and flexibly use different types of matching methods, such as broad matching, phrase matching, and negative keywords to ensure that ads are only displayed to relevant audiences and improve click conversion rate.
Strategically organize keywords ：
Group keywords according to relevance and effect, and establish different advertising series to facilitate management and optimization of advertising.
Limit the number of keywords in each advertising series ：
Avoid using too many keywords in a single advertising series, focus on high-quality keywords, and improve the quality score of advertising.
Set target ACOS ：
Determine the appropriate proportion of advertising expenditure in sales (ACOS), and adjust it according to the expected profits and market competition to ensure the sustainability and profitability of advertising.
Focus on advertising performance ：
Regularly monitor the performance data of advertising, including click through rate, conversion rate, cost, etc., optimize efficient advertising in a timely manner, suspend or adjust inefficient advertising, and maintain the efficiency and effectiveness of advertising activities.
Use dynamic bidding strategy ：
Use the dynamic bidding strategy provided by Amazon to automatically adjust keyword bidding according to customer search behavior, competitors, etc., to improve the display and click effect of advertising.
Use video ads to display products ：
For complex products, it is especially suitable to use video ads to clearly show the functions and advantages of the product and attract the attention and interest of target customers.
These optimization methods can help Amazon sellers more effectively manage and optimize advertising, and improve brand exposure and product sales. At the same time, continuous testing and adjustment is the key to improve the advertising effect, ensure that the advertising strategy is consistent with the actual situation, and constantly optimize to achieve the best results.
(Source: barley booster)
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