How to Optimize Your Amazon Ad Campaigns for More Sales
Amazon’s advertising platform, Advertising Solutions, offers advertisers a variety of ways to reach users with relevant ads. These cost-per-click (CPC) advertising options include Sponsored Products ads, Product Ads, and the new Enhanced Brand Content feature. Regardless of which type of Amazon ad you use, optimizing your campaigns for more sales is critical.
With the right setup and monitoring, your Amazon advertising campaign has the ability to thrive. The trick is knowing what to monitor and what settings are best for each type of ad you’re using. Read on for a breakdown of how you can optimize your Amazon ad campaigns for more sales.
Monitor and test ad settings
First, you want to monitor and test ad settings to ensure you’re reaching the widest possible audience. To do this, you can use Amazon’s built-in analytics to monitor performance across different campaigns. These are the recommended settings for each type of ad:
- Sponsored Products - First, you’ll want to test your daily budget to make sure you’re reaching the right number of people. Next, you can test your delivery method to reach the right amount of people per hour. You can also test the number of impressions, clicks, and sales you get per day.
- Product Ads - You can test bids, delivery methods, and number of impressions. You can also test the daily budget and the number of clicks you get per day.
- Enhanced Brand Content - You’ll want to test the daily budget, the number of impressions you get, the number of clicks you get, and the number of sales you get per day.
Use ad extensions
Next, you want to make your ads more appealing and user-friendly by adding visual extensions. You can do this with Sponsored Products and Product Ads. You can add up to nine extensions to Product Ads and up to five extensions to Sponsored Products. You can add the following visual ad extensions:
- Sponsored Products - Product Title, Bullet Points, and Editorial Title.
- Product Ads - Product Title, Bullet Points, Editorial Title, Product Image, Product Description, Editorial Reviews, and Retailer.
Adding visual ad extensions will make your ads more appealing to click, meaning more sales. Research shows that visual ad extensions also increase click-through rates (CTR) by 14% for Sponsored Products and 11% for Product Ads.
Use Sponsored Products in-marketplace targeting
You can also use the in-marketplace targeting feature for Sponsored Products ads. This allows you to target your ads to products your competitors are advertising to. You can target your ads based on keywords and product searches, including product attributes, price, and condition.
This targeting feature is beneficial because it allows you to reach users who are already interested in buying a product. You can use this information to create better ads that they’re more likely to click on and purchase.
Sponsored Products in-marketplace targeting is best used during key sales times, like Black Friday and Cyber Monday, or times when your competitors are advertising products related to your product.
Use Product Ads during key sales times
Product Ads are effective year-round, but they’re particularly useful during key sales times. You can create campaigns that focus on holidays by targeting users who are already interested in buying gifts during these times. You can also target people who are looking for gifts for certain people. For example, you can create campaigns for people seeking gifts for their bosses.
You can also target people looking for gift ideas, which means your ads will appear when people are researching products before making a purchase.
One last key time to use Product Ads is around the Black Friday and Cyber Monday sales. You can create campaigns around popular products or gift guides to reach people who are shopping for gifts.
Use Enhanced Brand Content for advertising your products
Finally, you can take advantage of the new Enhanced Brand Content feature. You can use this feature to create product-based ads that you can then distribute on social media, email marketing campaigns, and other places where you can’t use normal Amazon advertising.
This feature allows you to add more information to your ads, including images, videos, and product data. You can use this to highlight your products in a way that is more engaging than a normal Amazon ad.
This feature is best for products that are on your website. You can also use it for products that are not yet available for sale on your website.
These are great for promoting individual products and getting people excited about what your business has to offer. This can help you get more sales while also driving traffic back to your website.
Amazon’s advertising platform offers powerful tools to promote your products, but you have to optimize your campaigns for more sales. To do this, you can monitor and test ad settings, add visual extensions, use the in-marketplace targeting feature for Sponsored Products ads, and promote products on the Enhanced Brand Content feature.
With the right setup and monitoring, your Amazon advertising campaign has the ability to thrive.
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