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The idea of putting up your own business may seem like an easy task, but when you actually start the process it becomes a lot trickier than you think.
While creating your seller profile is easy—especially if you know your way around eCommerce platforms—gaining exposure and reaching out to customers is a whole different ball game.
To compete with the millions of sellers out there, your best option is to build a competitive Amazon marketing campaign that will catapult your business to great heights.
As a seller, part of your goals includes finding effective marketing strategies to increase your organic leads. A quick search on the internet would tell you that optimizing your listings will greatly help you build a competitive Amazon marketing campaign. Some sources might even mention details on launching an ad campaign or making use of paid advertising to boost your reach on Amazon.
How do you create a competitive Amazon marketing campaign?
Heed our advice—we have a team of Amazon consulting experts and we’ll share tips that will help you boost your reach, conversions, sales and Amazon SEO skill below.
Optimize the details of your product listings
Listings are the first thing that your potential customers see when they browse on Amazon. Putting accurate details and descriptions of your product in your listings builds trust with your customers. Plus, inserting relevant keywords into your listings particularly in the title, product features, and description boosts your ranking.
However, refrain from stuffing your listings with keywords as they may not contribute to the overall ranking of your listings, and instead turn customers away. In the end, all of your hard work will amount to poor performances of your campaigns.
Organize your campaigns by product category
Just like when you arrange your store and your products by category it becomes easier to manage, your Amazon ads may also be organized and structured to make targeting and bidding easier for you.
Setting up the right campaign structure ensures that the ads you make are shown to the right audience. This way, you reduce expenditure and increase your ROI.
Just as you categorize your products, categorizing your campaigns will help you streamline your ads to the right audience. For every category you have, you can create a separate group for your ads. Hence, a specific keyword assigned to that category will only be used for that niche and nothing else.
Note that you should concentrate on organizing your products and building campaign groups before moving on to creating ads.
Setting up campaigns properly and accurately
With established campaign categories, you can now start creating your ads accordingly. It’s an easy process, especially when products use common keywords. With specific campaign groups, you can target different audiences without creating individual ads for every item you have in your store.
Amazon also has an automatic campaign option that you can choose. This will only require a single campaign group for your entire collection especially if your products use similar keywords.
Remember to insert Fulfilled by Merchant or Fulfilled by Amazon listings into every campaign. Doing so ensures that your ads will run regardless of which fulfillment method your customer chooses, or whichever one is active at the time of campaign creation.
Be creative in your ad campaigns
When was the last time that you placed something new in your campaigns? Do you ever insert images into your listings?
Creating your campaign entails using high-quality images that will entice more shoppers to click on your product and browse through your store. With a captivating headline, you capture the attention of your shoppers. Double down on this with a special promotion, and add a sense of urgency to drive conversion.
Writing strong ad copy needs details, particularly on information about the product. Don’t forget to mention dimensions or important features of your items that may impact your audience’s willingness to buy.
When you run sponsored brand campaigns, you decide on whether or not you want to lead your shoppers to a specific landing page. Remember that the content of the landing page must be consistent with the copy on the listings, and factor in the page’s design to ensure a higher conversion rate.
Improve your Amazon marketing campaign with a good keyword strategy
Any Amazon marketing company will tell you that using the right keywords help reach more shoppers. The right keywords can even let you target your audience, leading to more conversions. How can you create a refined keyword targeting strategy for your campaigns?
- Insert target keywords in your product listings especially in your product titles, descriptions, features, and benefits. This gives Amazon the impression that your listings are relevant to the keywords, which signals the algorithm to show your listings when shoppers search for a particular keyword match.
- Use long-tail keywords and keyword phrases in your listings. This boosts the presence and relevance of your products when shoppers browse Amazon. Even those who are not directly searching for your products may see what you have to offer, and might be convinced to buy in the end.
- Try using negative keywords. This prevents shoppers from seeing ads that are aimed to bait them and not generate sales. Through negative keywords, you ensure that your ads are delivered and shown to the most relevant customers (i.e., those who have a great chance of converting), therefore allowing you to save your resources.
- Use variations in the keyword match types such as wide, phrase, exact, and negative types, or even use combinations of these options to insert into your campaigns. This helps you refine your targeting strategy.
Explore and find your way with automatic targeting
Creating Amazon campaigns will give you the option to choose from automatic or manual targeting. You’ll notice that when you create an Amazon marketing campaign manually, you get full control over the campaign and even its budget. This is particularly helpful when you’re an experienced marketer.
However, when you play around with Amazon’s automatic targeting, you’ll discover features such as test variables, segmentation, and even new keywords that may be relevant to your listings.
Work with both by creating a test campaign with the same content and layout to your manual campaigns. But make sure that you set this new campaign to automatic targeting. Observe the results and see the keywords or phrases that trigger your ad to work. After analyzing your results, apply changes to your manual templates to further optimize your campaigns.
Improve your bidding strategy
Another Amazon marketing campaign strategy to look at is improving your bidding strategy to ensure that your ads are proportional to how much your store earns. This means that you shouldn’t go overboard when setting your budget for your ads so that you won’t lose money on your advertising.
With the ever-changing Amazon algorithm, ad campaigns that have a longer history and have earned conversions are prioritized. On the other hand, new campaigns require higher bids to gain searches and sales. When your new ad has gained clicks or conversions, you can set your budget back down to normal.
Bid on other competitors’ brands and keywords
This strategy is considered as one of the gray areas in Amazon marketing. In truth, Amazon frowns upon and prohibits the use of inputting competitor brands in the search terms on your products. However, there’s no concrete policy that bans the use of competitors’ keywords in Amazon campaigns.
This strategy is more common especially with new businesses or brands, although sometimes established competitors do the same thing when they sell similar products.
Conduct a generic search on various products and categories and observe the brands that rank high in search results. Then bid on the keywords connected to these brands to help you boost your ranking.
Another way is to always keep an eye on your competitors and check the keywords they use to drive traffic, then implement them for your products and store. You can download a tool called Keyword Inspector which uses reverse ASIN searches to find the most popular keywords.
Test your ads and optimize them
What comes after checking your campaigns? Make sure you check how your ads perform and if you’ve optimized them already.
To do this, download the search term report and observe which keywords perform well, and which drive traffic and sales to your business. Don’t forget to take note of the keywords that don’t perform well so you can move them to the negative keyword list. It also helps to update your keywords weekly to keep everything organized.
In order to discover what or what doesn’t work, conduct A/B tests on your Amazon ads. Check how the ads perform when you change a few variables. Run your tests for a period of two weeks and analyze the results.
To obtain better results:
- Use insights to refine your bids
- Insert long-tail keywords
- Adjust match types
- Use negative keywords
Set a maximum daily budget
There are instances with some PPC algorithms (such as Google) where you get penalized or rewarded for the budget that you set. But Amazon utilizes your budget to obtain the maximum before stopping your ads.
As long as your budget is enough to cover the bids you’re making, there are no known benefits from putting in more. Just remember to have enough inventory so that you don’t lose orders when shoppers flock to your listings.
What happens next?
Creating your own Amazon marketing campaign gets you ahead of the competition as you drive traffic and sales to your business.
In the Amazon marketplace, things get insanely competitive. You need to arm yourself and your business with diverse strategies to set you apart from your competitors. Optimize your listings with high quality images and relevant keywords placed strategically, and watch your sales soar.
Now, are you ready to build your own competitive Amazon marketing campaign?
Author Bio: Jayce is the managing director of Seller Interactive, an Amazon marketing agency that offers Amazon SEO services to brands built on Amazon. With content marketing skills that have taken him to top brands such as GoDaddy and Toyota, he’s cemented his knowledge and expertise in helping brands reach new heights.