Most people aspire to put up their own business search for eCommerce platforms that will help them reach their target customers. One of the platforms that come into their minds would be Amazon. Most people visit the eCommerce giant to browse for the things that they need and want — ranging from groceries, gadgets, and even medical supplies. According to research done by Statista, an average of 214.8 million users visited Amazon in December 2019.
However, as the years go by, competition rises. Sellers need to think of strong, unique ad campaigns that will help them get the edge against their competitors. But surely, most sellers wonder how they will be able to acquire leads that will convert into sales.
As you read along, you’ll learn and discover more about how to increase your Amazon sales.
Who should be advertising on Amazon?
Amazon’s share has risen to 49% of the US eCommerce market; more and more people search products directly on Amazon than checking it out on Google. Hence, those sellers who get high ROI mean they continuously advertise on Amazon. Moreover, they probably are B2C eCommerce companies.
Now, what does that implicate? This means that sellers and companies that focus on selling get more movement due to framing. It means that the customers who see the sponsored ads on the eCommerce giant, Amazon, are already fixated on buying products. Customers won’t be on Amazon if they aren’t going to buy anything, right?
On the other hand, authors and booksellers alike will benefit from advertising on Amazon too. The eCommerce platform continues to be the biggest marketplace for different kinds of books. In the US alone, there’s a whopping 83% of ebook purchases! Now, would you look at that?
How to optimize Amazon Ad Campaigns to increase sales
Every seller creates and defines their own goals. However, your goals affect how your PPC strategies will be. Various strategies and tactics are created to help you maximize your revenues that will ensure long-term success.
Though, before doing the nitty-gritty, it’s vital for you to know that you need all the data you can get before you make decisions regarding your ad campaigns. Imploring the help of a digital marketing services provider is one of the best directions to move forward with.
Now, shall we continue with the tips?
- Utilizing automatic and manual campaigns
In the modern world, almost anyone wants everything to be instantly there for them. Gone are the days where they would patiently figure things out and wait for the results. It may seem far-fetched or distant but that applies too, even with Amazon ad campaigns. But, which should you pick?
Manual campaigns are mainly used to optimize your return of investment (ROI) and reduce the cost you incur on your Amazon ads. Some think going manual is one of their best choices, but quite frankly, it’s not. So, how do you boost your Amazon sales?
The majority of the top performing sellers utilize both kinds of campaign. They use automatic alongside manual campaigns. Both of these kinds of campaigns may be used to work with each other to get more leads and customers. One notable benefit of using automatic campaigns is, it discovers long-tail keywords that convert and can be used for targeting ads. Once you find those keywords through the automatic campaigns, you may use this for manual ad campaigns so you can further optimize your ads.
Do remember that when you shift gears to manual campaigns, you get more control over the ads and you reduce your cost too.
- Use the same keywords in the Amazon ad campaigns and in your product listings
According to the guide in launching products in Amazon, Amazon doesn’t display ads that they find irrelevant to the customer. The same thing goes for product listings. Your product listings appear less when Amazon’s algorithm finds them less relevant to the search query made by the customer.
If you want to reach out to more customers, make sure that you use the same keywords you put in your ad and synchronize them to your listings.
- Categorize and organize your campaigns
People may find it tedious to categorize and organize campaigns especially when they just started their online business. However, when you classify your products according to their use or even size, you should apply the same concept when it comes to your campaigns. A messy campaign tends to drive customers away; from leads and conversion too.
Now, first identify how you want your campaign to look like. Check how you want to incorporate your branding to your campaign. From the color to the logo, and even how you will phrase the ads. Everything needs to be in sync as this will help customers remember your brand even after so many purchases.
So, how will you decide on structuring your ad groups? You may check out these guide questions to help you.
- How many product categories do you have?
- Is it more than one?
- How many brands does your business carry?
- Do you already know your competitors?
- Did you observe how they classified theirs?
Now, here are some ideas on how to categorize your products:
- Arrange them by product category
- Top selling products
- Products on sale (You may do this seasonally!)
Other ways to further filter your products:
- Similarity with other products
- Relevance through keywords
- Usage at home
Pro tip: Remember to always be consistent with how you structure your campaigns. Refrain from creating a potential overlap as it may create a bidding competition within your shop or business.
- Bid on your brand. Yes, on your brand!
If you think of it, it seems inappropriate and abysmal to bid on your brand. You’ll think, how will you take the customers if you bid on your brand and products?
To illustrate what we mean, kindly look at the photo below.
When customers searched for Pampers, they got results that contain not only Pampers but also from Huggies. The reason why the results are like this is because Pampers did not bid for their brand.
Bidding on your own brand prevents this from happening. However, do note that the more popular brands use this strategy because of the return they get. As sellers, you need to maintain your customers and strategize on how to prevent competitors from stealing them.
- Bid on your competitors!
In relation to the previous item, it’s advisable to practice what Huggies is doing. Bid on your competitors’ brand name. This is essential especially if your competitor is a bigger brand and has a larger market share. Even more, do this to gain more customers.
One of the many benefits that you’ll get when you practice this is that you gain more exposure for your brand. Moreover, you’ll reach more customers.
There are different ways on how you can optimize an Amazon ad campaign to increase sales. One of the key things to remember is to use keywords that are relevant to your brand and to your products. Refrain from stuffing your product listings especially the title with keywords as it will negatively impact your reach and conversion. Remember that Amazon provides various tools and programs such as the Amazon brand protection program where you can register to keep your brand and online store secure.
Also, it’s important to consult the experts especially if you have queries about Amazon suspension. Relying solely on the internet may lead you to some misinformation, and you only want the facts, right?
Make sure that the strategy you’ll create aligns with your brand and your goals. So, are you ready to take your Amazon ad campaigns to the next level?
Jayce is the managing director of Seller Interactive, an Amazon marketing agency dedicated towards helping brands grow on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that reached over 20M views in a month. He is on a journey to help D2C brands scale their business on Amazon.