For many vendors and sellers who want to sell on/via Amazon, Amazon Advertising is a crucial tool to put their products in the spotlight. As an Amazon full-service agency, we have gathered a wealth of strategies and tips through years of experience that have helped us extract maximum value from the platform. In this blog post, we share some of our top tips that can help you increase your sales on Amazon. We particularly mention the not-so-obvious tips that are often underestimated.
1. Use Sponsored Brands for Brand Building
Sponsored Brands are an often underestimated but highly effective tool for strengthening your brand on Amazon. Unlike Sponsored Products, which focus on individual products, Sponsored Brands concentrate on showcasing your entire brand. Use custom headlines, logos, and up to three products in your ad to put your brand in the spotlight.
A concrete example: If you are a manufacturer of organic teas, you can use Sponsored Brands to run an ad that communicates your philosophy of sustainable, healthy teas while highlighting three of your best-selling products.
2. Use Negative Keywords Strategically
Negative keywords are a powerful, often overlooked tool for optimizing your ads on Amazon. With negative keywords, you can prevent your ads from being displayed for irrelevant search queries, which increases your ROI and minimizes unnecessary expenses.
Suppose you sell high-end designer handbags and have selected "designer handbags" as your main keyword. To avoid clicks from users who are looking for more affordable alternatives, you could use "cheap designer handbags" as a negative keyword.
3. Dayparting to Optimize Ad Delivery
Using dayparting - the targeted delivery of your ads at specific times of day or days of the week - can significantly contribute to optimizing your campaigns. Consider when your target audience is most likely to be on Amazon and when they are most ready to buy.
A coffee machine manufacturer, for example, might find that their products are searched for more frequently in the morning and late afternoon. By adjusting ad delivery to these time periods, they can ensure their products are visible exactly when buyers need them.
4. Combine Automated and Manual Campaigns
Combining automated and manual campaigns can be an effective strategy to get the most out of your advertising budget. Automated campaigns are great for discovering new keywords and gathering data, while manual campaigns allow you to optimize your bids and keywords.
For example, you could launch an automated campaign for your new product, an eco-friendly drinking cup, and let it run for a week. Afterward, you could analyze the performance data and transfer the keywords that generated the most sales into a manual campaign.
5. Retargeting with Sponsored Display and Amazon DSP
Retargeting is a powerful tool that allows you to re-engage users who have already viewed your product but haven't purchased it. You can perform retargeting with both Sponsored Display Ads and Amazon DSP (Demand-Side Platform).
Sponsored Display Ads allow you to advertise on Amazon's product detail page and thus reach users who have already viewed your product. Amazon DSP, on the other hand, enables you to reach these users outside of Amazon as well, by placing ads on external websites.
Imagine you sell high-quality athletic shoes and a customer has viewed a specific model but hasn't purchased it. With retargeting, you can show them an ad for that exact model the next time they browse Amazon or another website.
6. Using Amazon Storefronts to Support Your Advertising Strategy
An often overlooked feature on Amazon is the ability to create a custom storefront for your brand. A storefront is a custom landing page on Amazon that gives you the opportunity to build your brand image, showcase your product range, and personalize the shopping experience.
Using a storefront in combination with Sponsored Brands and Sponsored Products ads can significantly increase the effectiveness of your advertising strategy. You can direct your ads straight to your storefront to lead customers into your own brand environment, where they can learn more about your products and purchase them without distraction.
A good example of this would be a clothing manufacturer promoting their new summer collection. They could create an ad with an image of the new summer dress and direct that ad to their storefront, which presents the entire collection. This not only increases the chance that the customer will buy the advertised dress, but also the possibility that they will discover and buy other items from the collection.
7. Highlight Reviews in Ads
A high number of positive reviews can make the difference in whether a customer buys your product or not. Amazon gives you the ability to highlight these reviews in your ads to increase your product's credibility and influence the customer's purchase decision.
A jewelry manufacturer with hundreds of positive reviews could create a Sponsored Brands ad that highlights the average rating and total number of reviews directly in the headline.
These seven tips are just an excerpt of our often underestimated tips as an Amazon Vendor agency. Amazon Advertising offers countless other possibilities, and the key to success lies in constant experimentation and adaptation. If you want to take your brand to the next level with Amazon Ads, feel free to contact us via the contact form, or book a free consultation with us.