You probably don’t shop on Amazon as much, but your clients do. Most of us spend half of our paycheck picking things that sometimes we do not need since it’s hard to resist the convenience and affordability Amazon brings to the table. Today is a good day to know that there are 300 million users on Amazon, and 82% of American households have an Amazon prime account. With so many users Amazon knows more about us, probably more than we do. Google has search data and Facebook knows our interests, but Amazon holds more power since they know what people are purchasing and how they go about it. If you advertise your brand on Instagram, Facebook, and Google shopping, you probably should also try Amazon. This guide will take through some of the basics of optimizing your advertisement on Amazon to get more eyes on your product.
Come up with Structured Campaigns by Product Category.
If you use AdWord advertisement frequently, you have probably mastered how to structure your campaign products properly. If you have no experience in this area, do not fret, it is pretty simple; all you have to do is separate campaigns for each of your main product categories. Under each campaign, create more specific groups. For example, if you sell women’s sportswear, you can decide to use your top-selling products as the primary campaign categories;
- Women’s gym pants
- Women’s gym shirts
- Ladies’ sport bras
Then, under each campaign, break it down to more specific groups; for example, you can include women’s yoga pants and running pants under women’s gym pants. After which, you can create keywords for each advertisement group. Finally, create a suitable advertisement for each keyword grouping. Noteworthy, it is essential to use at least 15-30 keywords for each group. A solid structure will make your advertisement relevant, save you money and assure you of a return on investment.
Create a Compelling Ad Copy
Your ad text needs more than the accuracy of the items you are selling. It would be best if you also pumped in some humor and creativity on it. Remember, the goal is to capture the buyer’s attention, and having a long and tedious ad will not do this for you. Unique ads stand out among the clustered Amazon search results. Additionally, you can add some sense of urgency to the ad by using words such as “save now” and “buy today and get one free.”
Make the Advert Specific.
You should be clear about what you are selling. Having an ad that lacks clarity may prove difficult for the buyer to understand its features or benefits, and thus, they may opt for other products. For example, if you sell a water bottle, I would like to know how many liters of water it can hold, how long it keeps the water cold and whether it is BPA-free. Such specifications help the buyer make a quick decision to buy the product. Additionally, your headline should at least give the shopper a brief and informative description of the item. For example, your headline can read “1 Gallon /128oz motivational water bottle with time marker BPA free with removable straw” such headlines immediately let the buyer know what they are dealing with.
Make use of Negative Keywords.
Negative keywords help lessen irrelevant clicks. Once you use a negative keyword such as free, you will be sending a message to Amazon that they should not show your advert if a search contains the term free. Additionally, you will spend less money on irrelevant clicks; for example, if you are selling musical guitars and bidding on the word guitar with phrase match, then a buyer could type in champagne guitar, and your products will pop up in the results. If they click on it, you will be charged for it, yet it is not precisely what the buyer was looking for.
Using negative keywords also helps you steer clear of broad matches and puts higher emphasis on exact matches. However, to hack this, you have to conduct keyword research to ensure you target the appropriate words.
Try out all Advert Formats.
There are various ad formats you can use on Amazon, which include;
- Sponsored p[roduct ads
- Headline ads
- Product display ads
Sponsored adverts drive amazon users directly to specific items when they search. Headline ads, on the other hand, are displayed on the search page with banners such as “prime,” “editors’ choice,” and “Award-winning.” Once the user searches, these ads will appear on top of the result listing. Display advertisements work quite differently in that they are not keyword targeted. Instead, they target what consumers are interested in and drive them directly to the product detail page. For example, if a user likes running, they will be shown any product related to this interest. Display ads appear on the top or bottom of the search page, Amazon marketing emails, and the client’s review page. It would be best to try out all these ads to find out which brings the best return.
There is a lot to explore in the Amazon advertisement world, significantly since the platform is widening its scope of tools. The venue may feel too big for your brand, but it is precisely what your business needs to grow; thus, you need to develop an advertising strategy that will be pocket-friendly and will still push your products in the market.