Creating your Amazon campaign does not simply mean creating a catchy video or slideshow and using the right words. There are a lot of things that you need to consider to make sure that your Amazon advertising campaign generates conversions.
Here are a few guidelines on how you can create an optimized advertising campaign:
How to Optimize your Amazon Advertising Campaign
- Optimize your Listings
In a previous blog post, we talked about how to optimize your listings. We discussed how an optimized listing leads to better visibility of your content and products. Also, it is best to use the same keywords that you use in your Amazon PPC ads. Amazon will see your product listings as relevant because they have similar keywords that consumers search for.
- Set Up Sponsored Display Ads
Amazon Sponsored Display ads allow you to reach a a wider and newer audience. You can also reach the right audience based on search results. Sponsored display ads also allow you to target shoppers who did not buy but browsed through your products.
- Focus on Keywords
Using top keywords is not enough. You have to use them correctly and naturally. Also, you should use a variety of keyword matches to ensure that your target audience will find your products. The top keyword match types are:
- Exact matches – singular or plural exact keyword matches
- Phrase match – captures keyword variations in exact order
- Broad match – captures keyword combinations in any order
In addition, check your keywords and segregate the keywords with the lowest ACoS (Advertising Cost of Sale) and those with a higher budget. Run different campaigns that are based on high budget keywords and lower ACoS so you can see the difference. It is also crucial to test new keywords depending on the trends. Don’t be afraid to use long-tail keywords for variations, too. However, make sure your campaigns use different keywords because they might be competing against each other. For example, Campaign A uses the lower ACoS keywords, while Campaign B uses the higher budget keywords.
Last, but not the least, consistency and familiarity are very important. Your Amazon advertising campaign should clearly show your branding and logo. Use the same voice, colors, designs, and layout so your existing customers would recognize you. This would also help establish brand recognition.
Creating an Amazon advertising campaign is not as simple as it looks. You need to do a lot of research and analysis before creating a campaign that would generate conversions.
If you need help in creating your brand’s advertising campaign, let us know and we’d be glad to lend a hand.
“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”— David Ogilvy, British Advertising Executive, Founder of Ogilvy & Mather.