Are you looking to launch a product on Amazon, but don’t know how to go about it? Or maybe you’ve done the research but are still having difficulty putting your newfound knowledge into practice.
Little did you know that one negative keyword can make or break your product detail page. Whether this is all brand new for you or you’re a seasoned Amazon-er, one of the most important aspects that some tend to forget about is paid advertising when launching a product on Amazon.
Paid advertising strategies or ad campaigns can be useful regardless of what kind of budget you have available--from a few dollars a day up to millions per month but that of course will depend on how you optimize your campaigns. That said, knowing how, where, and why to spend money in order not only increase visibility for your product but also save costs in terms of testing different marketing opportunities.
In this article, we shall look at ten essential tips on paid advertising while launching on Amazon so read ahead below!
First off, what are paid ads?
Paid advertising, also known as paid media or pay-per-click (PPC) advertising, is the process of placing ads on web pages or search engine results from pages in order to drive traffic and generate leads.
These ad campaigns or PPC campaigns can be used to target potential customers based on their geographic location, interests, previous purchases, and more.
You usually see these in the form of "sponsored ads", "sponsored brands", "sponsored brand ads", or "sponsored product ads" These banners mean that these specific ads have been paid for by companies in order to entice customers to purchase from them.
Why should I do paid ads?
Ad campaigns are an effective way for businesses to reach a large audience quickly while controlling costs and targeting specific demographics.
The benefits of paid advertising when launching an Amazon product are numerous. For instance, headline search ads give you the ability to quickly attain visibility for your product and make it easier for potential customers to find what they are looking for when doing a search.
Second, you have the potential to increase brand awareness and increase sales with sponsored products ads. These kinds of ads enable you to target customers who are likely to be interested in your products, as well as increase the visibility of your product among potential customers who may not have considered it before.
And third, advertising reports help you to track and measure the success of your campaigns, so you can make informed decisions on where to invest money in the future.
But why do some ad placements only generate leads? Some would say that advertising costs are way too high and having a sponsored products campaign won't get anywhere. Here is where you come in. Your sponsored products campaign will only work if you create it with sound data and great visuals. It's not enough that you have the "sponsored brands ads" or "sponsored product ads" banner on there, you need to run ad campaigns that work to turn those leads into sales.
Additionally, businesses can control the costs associated with their ad campaigns by setting budget limits and testing different marketing strategies. With paid advertising on Amazon, businesses can generate an effective ROI, making it a great long-term investment.
Now let's get to those tips!
Tips for Effective Amazon Ads
Amazon advertising campaigns can be complex and time-consuming, but the rewards are well worth it. Here are 10 Amazon PPC tips to consider when embarking on a paid advertising campaign for your Amazon product launch:
1. Identify your target audience.
Start by defining who your ideal customer is and create buyer personas for that customer. This is basic for any PPC strategy and will help you create better-targeted campaigns. Consider their interests, browsing habits, and other behaviors that might indicate their willingness to purchase your product. PPC ads are an investment, so you need to ensure that the ads are being served to people who may be interested in your product.
2. Set goals.
Establish measurable goals for your ad campaigns such as reaching a certain number of potential customers or generating a set amount of revenue. Having measurable goals will help you monitor the success of your Amazon PPC campaigns.
Therefore, your goals shouldn't be vague like "for building brand awareness" or "increase website traffic". Instead, you should set tangible goals such as "generate X amount of leads" or "reaching a specific target audience".
3. Make use of negative keywords.
Negative keywords help you to filter out search results that are irrelevant to your product or campaign. This way, you can focus on more relevant searches and generate higher quality leads.
Long tail keywords are very important in this regard. For example, if you were selling an expensive item, you may want to include a negative keyword to filter out searches for "cheap" or "discount". This way, you'll only be targeting customers who are looking for a high-quality product and willing to pay the price.
4. Segment your audience.
When creating your campaigns, it's important to segment your audience by interest, demographics or other factors. Segmenting allows you to deploy highly customized campaigns that target specific segments of your audience. This helps to ensure that you're only targeting the customers most likely to purchase your product.
Lookalike audiences or retargeting capabilities can also be extremely helpful in segmenting your audience. These features allow you to target customers who are similar to those that have already shown an interest in your product. In Amazon PPC strategies, it has an ad group feature that helps you to create campaigns based on customer interest and other criteria.
5. Optimize campaign bidding strategies.
When launching your ad campaign, it's important to optimize it for maximum performance. This means setting the right bid and budget limits so that you're spending just enough without going over your budget. Amazon PPC has automated bidding strategies that you can use to adjust bids automatically based on campaign performance.
A default bid strategy is recommended for beginners. This will help you to quickly get your campaigns off the ground and gain insights that you can use to adjust bids in the future. Once you have more experience, you can experiment with manual bidding strategies that allow you to set custom bid limits for each ad group or keyword.
6. Use video ads.
Video ads can be a powerful way to capture the attention of potential customers on Amazon. Videos allow you to showcase your product in an engaging and visually appealing way. This is especially important considering that buyers tend to make decisions quickly and video ads have been shown to increase conversions. Astonishingly, 73% of customers polled by Wyzowl research revealed that they prefer to learn about products and services through video ads. Furthermore, an overwhelming 88% admitted that these videos have swayed them into making a purchase. Amazon has pointed out this third-party research as one more example for the efficacy of video advertising.
In addition, make sure your ads stand out from the competition with high-quality visuals and compelling language or copywriting that speaks directly to your target audience’s needs, wants, pain points and provides them with an incentive to purchase from you over another competing brand or store.
To make sure you are getting your advertising cost back in performance numbers, make sure that your advertising campaigns are well thought of with both visuals and with data backing it.
7. Optimize your product landing page.
Ensure any landing pages associated with your ads contain high-quality visuals, relevant copywriting that reinforces what was advertised in the ad creative itself, and clear calls-to-action (CTAs).
Effective Amazon advertising relies on compelling landing pages in order to get their lead's foot through the door. Make sure that your landing page can drive sales, if not that would be a wasteful ad spend in your advertising budget. Make sure that negative keywords would not be used in crafting your landing page to avoid deadends on leads. For Amazon products, this means optimizing keyword targeting for your product detail page.
8. Try A/B Testing
Experiment with different strategies, variations of ads or targeting different audiences with different messages to see which ones get higher engagement rates so you can optimize future campaigns accordingly.
Amazon offers both manual targeting and automatic targeting. Manual campaigns or manual keyword targeting means that you as the product or brand owner will manually assign keyword match types that are related to the product's keyword searches. This is great if you are already aware of your product's keyword trends.
However, an automatic campaign lets Amazon's algorithm decide which keywords are best to be targeted for your product based on its performance. This is great if you haven't done your keyword research yet and have no idea about keyword targeting.
9. Utilize the Amazon Advertising Console
The Amazon Advertising Console is a powerful tool that allows you to track, monitor, and analyze your campaigns. This will allow you to quickly adjust bids and target more relevant keywords for your product. You can also use the Amazon Advertising Console to create ad reports that show how your campaigns are performing in terms of impressions, clicks, conversions and other metrics.
10. Retarget customers who abandoned shopping carts.
Retargeting is a great way to reconnect with shoppers who may have forgotten about their abandoned shopping cart or didn’t complete checkout due to some reason unknown at the time of abandonment which could be something like unexpected shipping costs they weren’t aware of prior to checkout.
Aside from Amazon ads, Google ads can also be used for retargeting. Remarketing ads are triggered when your targeted customer visits a page or searches for a related keyword. Advanced Amazon retargeting strategies can also allow you to dynamically re-engage customers with relevant ads that feature products they showed previous interest in.
11. Tweak your Amazon PPC strategy
Always keep track of your campaigns’ performance and tweak them as needed. Monitor your key metrics to gauge how effective your campaign is performing and make changes accordingly. For example, if you notice that some keywords are not driving conversions, remove them from your campaigns or reduce bids for those keyword groups.
Analyze your current campaigns and compare them to past ones in order to gather key data points that can help inform future campaigns. This includes customer reviews, search terms used by customers, and conversion rates.
Make the most out of your advertising strategy!
Apart from driving leads and sales, product display ads also build brand awareness and recognition. Utilizing the right mix of Amazon ads and optimizing them regularly will help you reach your marketing goals.
By following these tips, you’ll be well on your way to launching a successful Amazon product launch with paid advertising that results in more conversions and sales. Good luck!