7 Amazon Advertising Tips to Improve Your Advertising CampaignPosted by On


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Although setting up an Amazon store is quite easy, getting the reach that you want does take time.

A lot of sellers are competing to sell the same product. Some would even hire Amazon marketing agencies. So, if you don’t have the best seller rating, then chances are, you won’t be getting as much exposure to generate more sales. 

Therefore, the best strategy you could probably employ is to leverage your Amazon advertising campaigns. 

In this post, we’re going to tackle the seven Amazon advertising tips that will help improve your advertising campaign.

Utilize keyword match types

If you’re already familiar with Google AdWords, then the idea of utilizing match types are fairly easy to comprehend. Like AdWords, Amazon advertising is using a phrase, exact, broad, and negative match types to fine-tune the targeting. 

The key here is to combine these match type options to refine the targeting so that you can reach out to buyers with the highest level of buying intent. 

When utilizing a broad match type, you’re casting your net as wide as possible. Words can be placed in the front, middle, and after your target keywords. This is the least targeted and could be of use if you want to create new campaigns or come up with other new useful keywords. 

Phrase match, on the other hand, lets you narrow down the searches that retrieve your ads. Words can be placed before and after your keywords and can include plurals and misspellings. 

Exact match is the most restrictive match type of all. Although it will let you show you ads for plurals and misspellings for your keywords, it won’t allow you to separate your words or let you add additional ones. 

Use auto campaigns to your advantage

Using auto campaigns to look up search terms that are converting. You can place those terms as your keywords in your manual campaigns.

Find ways for all your keyword optimization processes to be automated as possible, then try to include refining keyword match types and negative keywords. 

Leverage long-tail keywords

At its core, long-tail keywords are longer keyword phrases that are more specific with search terms. It’s usually composed of three or more keywords that are placed together. 

Let’s say you’re selling make-up bags. A possible long-tail keyword could be a “small brush makeup bag.” 

What it does is that it lets your ads show up for more relevant searches, which leads to higher conversions. Someone could be searching for a variety of styles of a make-up bag that you or you may not offer. 

However, if a user is looking for a particular product like a small brush makeup bag, and you’ll show up on the search results, then it could be an advantage for your business. 

Organize your campaigns

Having a more organized campaign structure is crucial if you want to run more effective and successful campaigns. On the other hand, if your campaign is disorganized, then you could be losing out a lot of money from ads that generate unqualified clicks and is retrieved by the wrong keywords. 

There are a number of ways on how you can organize your campaign structures. But all of these go by with the same basic principle ‒ group your products through related keywords.

Another way you can organize your campaigns is either by brand, product category, or top sellers. 

Optimize your bids

Ad group default bids tend to hurt your campaign because chances are, your bid won’t be successful for every single keyword. What you can do is to set your default bid at the keyword level. 

Also, focus on your conversion rates and constantly adjust your bids. For instance, if your conversion rate drops, don’t immediately adjust your bid or you’re going to lose a lot of money. 

However, the challenge is, it’s quite impossible to come up with the perfect bid if you’re not analyzing a lot of data regularly. 

Rather than slaving yourself over these data, automate the bidding process with a technology that utilizes machine learning to get optimal profits.

Use negative keywords

Negative keywords are keywords that you can exclude from a broader keyword search, seeing to it that you don’t rank for the wrong search terms. 

When deciding what negative keywords to filter out, look-up keywords that have been receiving a large volume of traffic, but with relatively fewer conversions. 

That way, you’re sure that you’re not paying for clicks that don’t convert to actual sales. As a result, you’re less likely to pay for ad dollars that will go to waste. 

Choose the perfect AMS ad format

Finally, you need to test and experiment with various ad formats to better meet your goals.

  • Amazon Sponsored Product Ads: This ad format is best used when you want to promote a particular item on SERPs, to help drive in traffic to your product page, boost your sales, and get quicker results. 
  • Sponsored Brands: This ad type is effective in driving traffic from SERPs to the brand page on Amazon. It’s great if you want to boost your visibility and customer loyalty.
  • Amazon Product Display Ads: Excellent if you want to boost the visibility of your products during the final stages of the buyer’s journey, and at a stage where customers are deciding between the same items from various sellers. 

Final Thoughts

Just like any other advertising campaign, running campaigns on Amazon requires a lot of technical knowledge and expertise to function at its best. Apply these tips to help run a successful Amazon advertising campaign.

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