Many people assume that Amazon Marketing Services is about how to sell more products on Amazon. It’s not. Let me clear the air for you right now. You can use Amazon Marketing Services to increase your ranking, but you should also find new customers and grow your brand awareness.
I’ve learned from being an entrepreneur that marketing on amazon has countless possibilities if you think outside of the box.
When I started in business, I struggled with what type of marketing worked best because everything looked like “fluff.” The truth was, most companies didn’t have a clue what they were doing when it came down to strategic marketing tactics or branding strategies. They tried everything without any fundamental objective or planned outcome in mind.
To get started selling with Amazon Marketing Services
just follow these three easy steps:
- Set Up Your Account & Verify Your Identity – To begin using any of Amazon’s services, including Amazon Marketing Services, you’ll need to first sign up for an Amazon Associates account.
- Get Verified – It’s essential to understand how Amazon works with online retailers. They only offer their marketing service on amazon to businesses verified through them directly. If Amazon does not currently approve you, they won’t allow you to use their marketing tools until they receive your application and verify your business details. It’s that easy!
- Find The Right Products To Promote – Once you’ve set up an account and verified, it’s time to start looking for products under the “promote” section on Amazon. This feature typically only shows up for vendors who approve. Keep in mind that Amazon wants to do everything it can to provide you with the best opportunities to market its products as well as yours! That’s why it’s important not to spam them with random offers that aren’t relevant or helpful.
If you’re looking for a specific product, open up the “promote” section and enter keywords related to your business or niche into the search bar at the top of your screen. Once you’ve entered a keyword, you’ll be able to see all of the results currently being displayed on Amazon from there. Just click on any item which seems relevant and add it to your cart!
Once your new product adds, go back to the “promote” tab, and you’ll now see this product listed under the section titled “Your Promotions.” From here, you can decide how you’d like to advertise your new product. For example, if someone is searching for a particular term on Amazon, will your product appear in search results? If so, then it’s essential that you select “Product Display.”
Questions in your mind?
Which kind of advertisements should you run? How do you create an account? Should your marketing be manual or automated? So what were the best practices for Amazon advertising? If your eCommerce firm is prepared to start advertising on amazon but still needs assistance, you’ve come to the right place.
Amazon Marketing Services (AMS) seems to be a term that refers to a full-service amazon agency.
Since then, advertising with amazon services has seen significant modifications, including the termination of original Product Ads and Amazon Text Ads and the rebranding of eCommerce Ads as Product Display Ads.
What kind of advertisements are on Amazon?
Here are three distinct types of Amazon advertising
- Advertisements for Amazon-Sponsored Products
- Advertisements on Amazon’s Headline Search
- Advertisements for Amazon Products
Sponsored Products on Amazon
Sponsored Product advertisements are either automatic (content-based) or Manual (keyword-based). Also, targeted ads appear on the right rail and at the top/bottom of the SERP.
They are classified as middle-of-the-funnel advertisements since they appear on sites where the customer is likely considering several buying possibilities.
These advertisements are pretty popular since they are open to both vendors and 3P merchants. They’re straightforward to establish and often authorized within an hour.
Amazon Sponsored Product Requirements
Even though both 3P and Vendors may use Sponsored Products, this does not imply you can get started without meeting Amazon’s standards. Before you begin, the following items must be in place:
- An active professional selling account on Amazon.
- Possibility of shipping to any location in the United States.
Listings of products in any one of the categories provided. The products must be brand new. Sponsored Items are not available for used products.
The Buy Box is available for qualified listings. If you generate an advertisement for a product detail page, that is not acceptable for Buy Box. It will hide your advertisement from Amazon consumers. Ads that are not acceptable mark in Seller Central’s Campaign Director under the advertising on the amazon tab.
At the moment, Sponsored Products are accessible in the following countries:
- USA
- UK
- Canada
- Germany
- France
- Italy
- Spain
- China
As previously indicated, only items acceptable for the Buy box (non-used, adult, otherwise closed categories) are suitable to become Sponsored Products Ads.
Optional Targeting for Amazon Sponsored Items
When it comes to targeting Sponsored Products, you have two options: automatic vs. manual targeting. Additionally, you pick the latter–keyword choices.
Targeting: Automatic vs. Manual
When you choose automatic targeting, Amazon offers to advertise items inside an ad group algorithmically based on a mix of appropriate information and conversion history data.
If you choose manual targeting, you seem to authorize keyword selection. Many merchants will gather data from their automated efforts and then switch entirely to manual campaigns.
“A lot of people believe that investing in including both manual and automated campaigns is a waste of money, but it is not,” explains Leo, a Marketplace Channel Researcher at CPC Strategy. “Automatic Campaigns are indeed an invest in important data that may be used to create Manual Campaigns in the future.”
Keywords that match a phrase vs. those that match an exact phrase As with the Manual vs. Automatic debate, this is not an either/or situation. The most effective keyword strategies use both single- and multiple-term phrases. In this manner, you can expose your consumers to a greater variety of items.
How Much Do Product Sponsored Ads Cost?
Sponsored Product Ads need a minimum daily budget of $1, and you only pay when a consumer clicks on your ad. You should offer the highest price you prepare to spend for a click, which may differ from Amazon’s recommended bid.
Amazon Headline Search Ads Requirements
Headline Amazon Vendors are the only ones that may purchase Search Ads. These sorts of advertisements may direct visitors to:
- Stores on Amazon
- A unique URL
- A bestseller
Previously, we found the highest results from brand sites, which phase out in favor of Amazon Stores. However, these advertisements often target top-of-funnel searchers.
If you’re targeting lower-funnel queries–for example, prAna yoga pants–you might try directing visitors to a bespoke URL with three different styles of yoga pants or, indeed, a bestseller product. It makes it far simpler for customers to locate what they’re looking for than a brand website would.
Stores on Amazon
In a previous piece, we discussed some of the benefits of Amazon Stores. These include the following:
- Multi-Page Experience — it may utilize Amazon Stores with several pages (up to three layers deep) to exclusively promote your brand and items. Customize the experience to meet the demands of your brand.
- Store Creator – The easy shop builder enables you to quickly and easily develop attractive Amazon Stores. Simple-to-use templates offer to streamline the page creation process.
- Compatibility for Rich Media and Information — The ability to include rich media and information, including text and photographs, enhances the shopping experience.
Personalized URL
Three all your parent items should have their URLs–so make them nice ones! Develop a unique homepage by entering three or more ASINs separated by a “|” sign within the Amazon search field. Simply copy and paste the URL from either the search engine results to the relevant spot when designing your ad.
As previously said, this approach makes it very easy to match your items to consumer inquiries.
Page of the Best-Selling Products
It is indeed a landing page for the best-selling goods from your business. It is another top-of-the-funnel approach, but it instills more faith in those items by demonstrating that someone else has taken the risk and purchased them.
Amazon-Specific Headline Advertisements for Search
If you haven’t gathered by now, the basic rule for Headline Search Ads is to minimize friction for your buyers and provide them with the most relevant items.
As it is with Sponsored Product Ads, customers may use either the recommended or your keywords. However, there are certain restrictions on the terms used in Headline Search Ads than with Sponsored Product Ads.
While Sponsored Products are keyword-driven, they also use ad amazon to manage digital content to present an ad. The headline and body content of your advertisement should match the most important keywords for your product. It should result in enhanced relevance and a more fruitful click-through.
Because Headline Search Ads demand more imagination than other sorts of Amazon advertisements, they are certainly worth A/B testing.
You may modify the following:
- Headline
- Image
- The number of ASINs highlighted
- ASINs list in alphabetical order.
- Choosing an ASIN
- Select a customized landing page
How Much Does Amazon’s Headline Search Advertisement Cost?
You may create a current average budget (minimum $1.00) or a program budget (minimum $100.00).
According to Amazon, a “campaign budget” is “the entire amount of money you’re ready to spend on a single campaign,” and keep in mind that you’ll only charge for views on your advertisements, not impressions.
Keep in mind that the ACoS in Headline Search Ads seems to be usually somewhat higher than for other ad formats, but we feel immense amounts of organic sales offset this.
Advanced Strategy for Amazon Headline Search Ads
Requirements for Amazon Product Display Ads
As previously noted, it indeed offered product Display Ads solely to suppliers. They enable sellers to choose where their adverts should appear, whether on your product description page or on that of a rival.
These advertisements need less imagination than Headline Search Ads since they will fill the bulk of the ad with material from your listing.
Do You Still Need Amazon Marketing Assistance?
Amazon has continued to expand its marketing possibilities since its first rollout of advertising solutions. It began with Sponsored Products and quickly evolved to Sponsored Brands (previously Headline search advertisements).
Also, the Sponsored Display advertisements. Along with all the ad formats, the targeting choices within each ad type have increased in recent years. Numerous beta options are available throughout the campaigns. Thus, it is critical to grasp all of your possibilities when it comes to expanding on Amazon.
On a marketplace like Amazon, competition is intense. You may pay for several clicks on the majority of internet advertising sites. It provides you with fine-grained control over your advertising spending. Also, conversion rates are more significant due to the audience’s high purchase intent.
Second, Amazon began simplifying its advertising reports. They may not have been the optimal method for delving further into client search habits, but they are essential for determining what works and what does not.
Overall, Amazon’s marketing services conserve money and effort while achieving the desired level of brand awareness. The many advertising possibilities available via Amazon are marketing services.
Sponsored Products on Amazon
We know from our technology to process many Amazon advertising accounts at SellerApp that sponsored items are amongst the most successful methods to boost your Amazon sales. These are the most basic kind of advertisements offered to Amazon merchants.
Consider the following reasons why you might use Amazon-sponsored advertisements in business marketing efforts:
- They are present on almost every page of the purchasing experience, making them incredibly important to vendors.
- They often convert at a greater rate than other ad kinds.
- They are shown on Amazon’s SERPs (search engine results pages) and seem identical to organic results. As a result, buyers may readily locate these advertisements.
- Sponsored goods advertisements are very competitive. Take into consideration that they are only visible if you already have the Buy Box.
- It is the article to read if you want them to learn what it takes to succeed in the Buy Box.
Advertisements for Sponsored Brands
After doing a product search, the first thing a buyer sees is Amazon-sponsored brand advertisements. They aid in the discovery of your brand, its items, and your brand’s Amazon shop. Social media may help you reach new audiences, enhance product consideration, and raise brand exposure when utilized successfully.
Through Amazon-sponsored brand advertisements, you may showcase your business logo and unique headline, including up to three goods. All that is required is:
- A seller account that registers with the Amazon brand registration.
- A single Amazon shop
- Best-sellers
Why Should You Run Amazon-Sponsored Brand Advertisements?
Consider the number of active consumers and merchants on Amazon, and you’ll see the critical nature of branding. Additionally, you may generate traffic for your own business. It enables clients to get acquainted with your whole product line.
If your advertising appears at the top of search results and in other prominent locations, they increase your brand’s exposure. Increased exposure equals increased revenue!
Once you begin running sponsored brand advertising, review your keyword search report to see which keywords are not converting. Negatively target them and continue optimizing your advertisements.
Amazon Sponsored Advertisement
Amazon-sponsored display advertisements are CPC (cost-per-click). Also, the advertisements may be pretty beneficial for your remarketing efforts. Amazon enables you to show your advertisements to people who have browsed your items or products comparable to yours.
Sponsored display advertisements target viewers based on their buying habits using customer demographics.
The Benefits of Sponsored Display Advertisements
Sponsored display advertisements are advantageous if you wish to:
- Increase brand exposure among a specific audience shopping for items similar to yours.
- Increase awareness of freshly introduced items
- Increase your traffic by using your competitor’s listing.
Because sponsored display advertisements are not visible on the Amazon search engine results page, they often lower conversion rates. As a result, they are less competitive than Sponsored brands as well as Sponsored product advertisements.
If you want to understand more about the many sorts of Amazon ads and how they might benefit your customer journey, check out this page.
Why Should Your E-commerce Firm Use Amazon Marketing Services?
The primary purpose of an advertising campaign is to accomplish a set of objectives that will help your organization flourish. To do this, we often establish a few goals and a budget to ensure that our money and energy do not deplete. You may benefit from Amazon pay-per-click ads mainly in the following methods:
Develop pleasurable shopping experiences
With millions of competitors in the market on Amazon, you must differentiate your brand. Therefore, you must develop enjoyable shopping moments for your clients, but also Amazon marketing services can undoubtedly assist you in this endeavor!
Acquire information and enhance product listings
The excellent product listing converts at a greater rate. Increased sales result in improved reviews and ranking. Utilize your ad campaigns to identify high-converting keywords with a low ACoS (advertising cost per sale) and target them in business listings. Enhance your listings’ essential pillars — the product title, explanation, as well as questions and answers. It results in a devoted client base.
Provide convenience
Customers have very little control over the information you provide to them. Perhaps your primary selling point is the comfort you provide. Creating distinctive storefronts, landing sites, and simple return policies simplifies their lives. It significantly improves the shopping experience.
What You Should Know About Amazon’s Online Store?
Amazon Stores is also one of Amazon advertising’s most valuable services. With Amazon shops, you can create personalized landing pages. Simply locate the drag-drop tiles having preset designs and then use them appropriately.
All that is required is an Amazon seller central account that registers with the Amazon brand registration. Amazon agencies and sellers, on the other hand, have to have an advertising controller account. Once logged in, ‘Stores’ will appear in the top taskbar.
Having a store on Amazon enables buyers to find items and suggestions on the site. You may maintain an accessible URL and use advertising on and off Amazon to bring customers to your businesses. These efforts will help you advertise your business and swiftly raise your revenues. By delving into your store’s analytics, you can improve your advertising strategies.
Following Amazon’s approval of your application to start a shop, you must complete the processes outlined below:
- Create web pages using the pre-designed templates.
- Display your items with relevant material such as photographs, text, and videos.
- Submit your shop, and Amazon will examine it within 72 hours.
- Once your Amazon shop is up and running, Amazon will provide you with a unique URL to utilize in your marketing on amazon
The following stages will help you construct a comprehensive roadmap. There is a great deal to discover in the advertising environment, from targeting choices to personalized landing pages and more.
Consider this – releasing new items, managing inventory, fulfilling orders, and responding to consumer inquiries may all require a significant amount of your time.
Moreover, marketing on Amazon without prior expertise puts you in danger. Occasionally, it is both time and money-consuming. Therefore, do not allow this to occur. Concentrate on your primary business and leave the marketing to a professional like SellerApp.
