Amazon is one of the most effective ways to reach online customers, with more than half of online shoppers beginning their product searches there. By utilizing these key strategies, you will boost your sales and improve your Amazon advertising ROI.
When you create a Sponsored Product Ad, you can choose manual or automatic targeting. Automatic targeting analyzes your product description to generate relevant keywords for you. These keywords generally have high impressions and can be more expensive. Manual targeting, on the other hand, lets you target specific keywords that you think are most relevant to your product. In many cases, this can increase the relevancy of your ad’s placement. This will, in turn, increase conversion rates and improve the ROI of your product ads.
Keywords, bids, and ads are only part of the equation for improving your advertising ROI. Once someone clicks your ad are they taken to a comprehensive product detail page? Does the page contain the information and selling points they need to make a purchase? This can include:
Product descriptions have a major impact on conversion rates. They can be the difference between reaching your sales goals and falling short.
Product display ads, unlike sponsored products, are not triggered by keyword searches. Instead, they can appear on competitor’s product, related category pages, or based on consumer interest.
Product display ads build top-of-funnel awareness about the specific products you offer. This is beneficial for developing brand recognition and keeping your products top of mind. Then when customers are searching on Amazon for products like yours, they will be more likely to click on your listing.
Headline search ads are a great way to drive visibility for products. They generally offer a higher click volume at a lower cost per click than product display ads. These ads will improve your ability to promote specific products to a larger audience. Headline search ads also build trust in your potential customers.
Taking a full funnel approach with your advertising strategy by running multiple ad types together will have a great impact on your Amazon Marketing Services ROI. Building brand awareness through Product Display Ads can increase the likelihood of a potential customer clicking your Sponsored Product Ads when they’re ready to buy. Similarly, you can increase the impact of your brand awareness efforts by ensuring customers see your product when they do a search by investing in Sponsored Product Ads.
Remember that Amazon is a search engine. And just like your other search engine marketing, AMS requires keyword research. Except that on Amazon, it’s even more critical! That’s because Amazon searchers are more likely to search with the intent to buy. This means that securing the right keyword traffic is often the difference between a sale and a missed opportunity. Use these strategies to choose the right keywords for your products:
Visibility on Amazon is one of the most challenging aspects for new sellers and new product launches. To generate sales as quickly as possible, it’s important to know which ad strategies are the fastest to put in place. Sponsored product ads, for example, need little design effort and can be launched within a matter of minutes. You can follow up with more detailed advertising campaigns later in the process.
Adapt your AMS strategy based on how customers respond to your ads. Take the time to experiment! See what types of ads appeal to the customers who are interested in the products you’re selling. Test how changes to your advertising strategy impact your sales. Do customers respond better to a specific type of ad? Are they more likely to buy when you target specific keywords or interests? As you learn what encourages your customers to respond, you can make changes that will help you increase your Amazon Marketing Services ROI.
Managing your Amazon Marketing Services ROI is an ongoing process. If you need more help managing your Amazon sales, contact Orca Pacific to learn more about how we can help you reach your goals and increase your sales.
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