Amazon Advertising is the best way to increase visibility and sales on Amazon. If you are a seller looking to grow your business, paid ads can get your company and products seen by the right audience.
Amazon Advertising (formerly known as AMS or Amazon Marketing Services) is a service that works in a similar way to pay-per-click ads on Google. This means that there’s very little to lose, as sellers will only pay when a customer clicks on the ad. Whether you’re looking to boost brand awareness, increase sales and conversions, or grow customer loyalty, it’s one of the most effective solutions to make your business a success.
But in order to make your campaign cost-efficient and to increase your ROAS (Return On Ad Spend), you’ll need to learn some tricks of the trade and have a strategy in place. This is why it’s often much easier to leave Amazon ads management to the experts.
Working with an Amazon agency means someone else doing the legwork, while you get a greater return on investment. Read on for everything there is to know about using Amazon Advertising services, and the advantages of choosing an Amazon Advertising Partner.
Advertising on Amazon ensures quality, brand-safe options, with sponsored ads that can quickly reduce your sales cycle and boost revenue or get your brand noticed by your target audience.
Furthermore, campaigns can help you gain valuable insight, with tons of data about who your customers are, their shopping journey, and their shopping habits. In fact, ads are so beneficial to your knowledge pool that the more ads you do, the more you’ll learn about your market.
This is another reason why working with an experienced agency is beneficial, as expert analysts will be able to help you make sense of insights, ensuring your business moves forward with data-driven decisions for even greater future success.
There are also a number of different ad formats and placements for you to choose from. These are:
These are standard product listings that appear on the search results and product details pages. By taking advantage of this pay-per-click, keyword-targeted advertising format, you can shine the spotlight on individual products. When shoppers click on your sponsored ad, they’ll be taken to the relevant product detail page.
This is a great way of improving product visibility and engaging customers who have yet to discover your brand. You’ll be able to sell your products efficiently, with a good conversion rate thanks to targeted keywords.
It comes with a reporting feature too, so you can measure the performance of your ads and tweak them if you need to.
Like Sponsored Products, Sponsored Brands are also keyword-targeted and appear in shopping results and product pages. But instead of featuring individual listings, this type of campaign allows you to feature up to three unique products.
For sellers looking to bolster awareness of their brand, this is highly recommended. You’ll also be able to link the ad to a customised product page or your Amazon Store. A reporting feature is available too, so you’ll be able to check the performance of the ad.
If you’re looking to upsell or cross-sell to your customers, Product Display Ads are an ideal advertising format for your Amazon business. These ads appear on product detail pages, customer review pages, on top of offer listing pages, and below search results. They may also appear on abandoned cart emails and follow-up emails.
This feature is available to sellers in the Brand Registry program. Video ads are an essential tool for capturing the attention of potential customers. This is because they will stand out compared to static product ads and they take up more real estate, so shoppers can’t miss them!
Video ads tend to have a higher click-through rate than static ads, which will give you a much bigger advantage when promoting or launching a product.
If you want to educate shoppers about your products or raise awareness of your brand, Amazon Stores could be the right solution for you. Sellers can promote a range of SKUs on their own multi-page Amazon Store, with their own Amazon URL, and access to traffic analytics.
Although advertising on Amazon is highly effective for increasing sales and growing your business on the marketplace, there are a number of challenges that sellers come across when using the services for the first time. From poor targeting and a lack of understanding of Amazon’s algorithm to not knowing how long you should wait for ads to work, there could be a number of stumbling blocks you experience along the way.
Amazon advertising agencies can help you tackle all of these problems, ensuring your campaigns run smoothly, and providing you with the data you need to make your business thrive.
Here are some common issues that sellers often tell us about before we take over their ads management:
Finding the perfect keywords is key to a successful campaign, but knowing which ones to pick when there are so many can be difficult. This can be especially challenging when it’s a popular product, or when you’re dealing with a niche market. Working with an experienced ads agency will eliminate these issues as they will have all the right tools and experience to create the best keyword strategy. They can also help with negative keyword targeting to maximise campaign potential and reach.
When the category is competitive, it can be hard for new sellers or smaller sellers to gain traction. The competition can also drive up advertising costs, meaning you’re spending a lot more to get your products seen. If you have an agency to support you, they’ll be able to manage everything from placement bid adjustments and target group bid adjustments to the right scheduling. For instance, through our Amazon dayparting service, we can save sellers money on their ads, ensuring their budget is spent during the hours that matter.
Knowing how to translate data into actions can be tricky if you’ve not had any experience before. Advertising account managers have had years of training so they will know how to analyse and adapt campaigns based on the intelligence provided. This is essential to improving campaign performance. One of the most important things to note about Amazon ads is that it is a constant learning curve, and advertisers have to be reactive in order to maximise outcomes.
With a lot of first-time sellers, there’s an understandable desire for a quick return. But the reality is, an ad strategy actually delivers the most benefit to your brand when you play the long game. Optimisation takes time, and successful PPC campaigns will need continuous tweaks and fine-tuning for them to achieve what you want.
Being able to scale and automate Amazon PPC is crucial to your success. This is even more apparent as your business grows, as you’ll need to find a way to allocate resources effectively in order to maintain a competitive edge. An Amazon agency can help you review performance, identify key areas for performance, look out for potential opportunities, and deliver the right keyword research, while automating campaigns with specialised tools.
When Amazon’s algorithm updates, or when user behaviour suddenly shifts, it can be hard for sellers to keep track and adapt accordingly. Regular monitoring is essential and that’s where a dedicated agency comes in. Most businesses simply don’t have the time or the right in-house skills to keep track of changes. For instance, Amazon’s keyword match types can change in performance when the algorithm undergoes an update, so knowing when to adjust keywords is crucial.
Not only does an Amazon agency help you tackle all of the challenges mentioned above, but they can make your money go further too. Combining expertise in optimisation with an advanced understanding of bidding strategies and ability to analyse data, agencies can ensure high ROAS (Return on Ad Spend).
Amazon PPC experts decrease your ACoS (Advertising Cost of Sales), so you can make as much profit per sale as possible. They do this through automatic campaign creation to harvest keywords, and they handle everything from placement bid adjustments to effective Amazon Ad scheduling.
At Seller Presto, we make it our goal to help clients make the most of their ad spend by getting products seen at the right time of day (when the marketplace has the highest level of customer traffic). Amazon campaigns are defaulted to start at 12am (one of the least unprofitable times to place an ad) but we tailor all scheduling so that products are promoted more efficiently. We can help your ads automatically pause during the most unprofitable times of the day, saving you money. We also work out which hours of the day are most profitable and we will automatically increase bids during these periods.
Additionally, Amazon agencies like ours will know the right markers for success. For instance, instead of setting a timeframe for ads to work, or relying solely on monetary measures, we will look at KPIs like clicks-per-keyword and conversion rate. We will continually monitor ads and tweak them in order to get the best results.
Every industry is different, so we make sure we are fully up-to-date on consumer behaviours, seasonal trends and competitive landscapes in your industry or product categories. Plus, having an Amazon agency to take care of your advertising campaigns leaves you with more time to run other aspects of your business.
As an Amazon agency offering a range of services to sellers and brands, we have access to some of the best tools available. We use software outside of Amazon that can be utilised to support your advertising goals. From keyword research to ad scheduling, our suite of tools can help to elevate campaigns for the best outcomes.
Seller Presto is also an Amazon Advertising Partner, which means we have to meet a required set of standards. Our agency is now listed in the Amazon Service Provider Network and we are a chosen provider by Amazon. By choosing an Amazon Advertising Partner, you will get peace of mind with the quality of service you will receive. Being a partner requires that our staff must undertake yearly training to ensure we have the most up-to-date knowledge about Amazon PPC.
Another benefit is that Amazon partners are the first to know about new advertising initiatives. So our clients will often get a head start with the rollout of new features, giving them a slight competitive advantage.
If you are looking for a trusted third-party provider to help you boost your business, the Amazon Service Provider Network is the best place to start.
Need help with increasing visibility or nurturing your bottom line? Whether you are launching a new product or you just want more awareness for your brand, we can help. At Seller Presto, we have years of experience creating lucrative ad campaigns for sellers across all categories, and your profitability is our priority.
In addition to our advertising services, we can also provide listing creation services, account creation, or complete Amazon account management.
Let us know your requirements via our online contact form, call us on 01642 054694, or email our team on info@sellerpresto.com
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