Amazon is the king of e-commerce.
It's the largest online retailer in the world, selling over 12 million items, and one of the most trusted ecommerce websites out there.
How can you route some of that traffic to your Amazon store since 197 million people sign up to shop every month?
A solid advertising strategy can help you increase sales as the competition on the platform intensifies, even if you don't have a huge budget.
While most businesses start with the basics, more advanced tactics will get better results faster.
We're going to dive into the eight advanced Amazon advertising tactics you can add to your repertoire to increase the ROI of your ad spend, increase brand awareness and ultimately generate more autopilot sales.
1. Use long-tailed Amazon Advanced Keywords to find users with strong buying intent
Keyword research is the secret sauce of any advanced Amazon ad strategy.
You will get your products in front of the right users ready to make a purchase, but you will not be able to investigate a word or phrase. You need to make sure that it is a long-tail keyword.
Because buyers looking for something specific like “wooden cutting board with compartments” buy much more often than someone who uses a vague expression like “cutting board”.
Another reason to bother with your keyword research strategy is the lack of competition. Generic phrases like "candle" are far more expensive and saturated.
As a new seller on the platform, it is difficult for you to rank the term and get buyers to click.
By pursuing phrases with low competition and high purchase intent, you can increase your brand awareness, increase your sales, and improve your Amazon SERP.
2. Use sponsored brands to increase brand awareness
Aren't you prioritizing brand awareness? You can bet your rivals are on Amazon.
In a study by Search Engine Land, advertising spending on building brand awareness rose from 26% to 60% in less than 12 months.
What's the best way to increase your visibility and improve funnel advertising strategy?
The ads appear at the top of search results and are one of the most useful tools for building your brand on Amazon.
Use sponsored brands to build brand awareness by using a custom headline, adding your logo, and driving traffic to your storefront and product listing page.
By investing in awareness, you are helping shoppers become aware of your products.
You show users that you have a solution to a problem in their life. This strategy will help customers learn more about you and increase sales over time.
3. Analyze profitability at the product level to increase your profit margin
Before experimenting with an advanced Amazon ad strategy, you need to use product-level profitability to determine which products will benefit most from a pay-per-click (PPC) increase.
What does that mean?
Product profitability is the revenue you get from a product and the amount it costs to sell.
For example, your enamel travel mugs will cost you $ 5 to make, but will cost you $ 15 in ad spend to get a customer.
To determine product-level profitability, analyze each product in your store, identify the products with the highest profit margins, and focus your ad spend on those items.
Once you have your list, run promotional campaigns for these products.
By implementing this advanced Amazon tip, you can stop wasting dollars on low-profit or low-sales items and make more money.
4. Use the advanced Amazon Ad Placement report to optimize your campaigns
Every successful seller on Amazon knows that you cannot take a hands-off approach on the platform.
What works this week won't produce the same results in a month.
You need to continuously monitor, analyze and adjust your ads to avoid losing visibility and giving your competitors an unintended advantage.
Amazon's placement reports have evolved over the past few years.
In 2018, sellers had only three options: Other on Amazon, Remarketing outside of Amazon, and Top Search on Amazon.
Today it has expanded to five options that will allow you to dive deep into your data and better control your campaign performance.
What is the Amazon Ad Placement Report?
The Ad Placement Report is one of the most powerful reports available to you and a must have for anyone looking for advanced Amazon selling tips.
Find out exactly which ad placements help buyers find your products and which campaigns need to be optimized.
For example, you might find that placing an ad in the middle of the page takes less budget and impressions than a top-of-page placement.
You can also use the report to determine which keywords are performing the best. You can quickly see which search terms lead to a higher ROI and which lead to lackluster results.
5. Use other marketing channels to drive traffic to your Amazon store
Don't put all of your promotional eggs in one basket.
While PPC campaigns on Amazon are a great way to increase brand awareness and increase sales, you need to involve your other marketing channels to find buyers.
In addition, Amazon offers built-in credibility and world-class customer support. As a new brand, you can use this to your advantage by redirecting traffic to your business instead of your website.
By strategically using Facebook, Pinterest, Instagram and Google Ads to drive traffic to your Amazon product lists, a high ROI can be achieved for your business.
Here's what you can expect:
- Traffic from day one
- Use an extensive network in which your ideal customer can be found
- Use the shopping mentality on sites like Instagram and Pinterest to find users ready to buy
- Encourage influencers to redirect traffic to your Amazon store by collecting affiliate commission on sales
However, don't immerse yourself in every single platform.
Before opening your wallet, do your due diligence and determine which marketing channel your target audience is using.
6. Define your target audience in order to reduce advertising expenditure and increase sales
Paid advertising and identifying your keywords are important to Amazon sellers.
However, they are not the most critical part of your strategy.
There is something much more important that you need to master: your target audience.
If you don't know who you're selling to, you don't know:
- Which keywords should be addressed?
- What products does your audience need?
- How to create compelling ads with clicks and conversions
Without a clear audience, none of these advanced Amazon tips will work.
Imagine your target group as the basis of a house.
Without a solid structure, it doesn't matter how many keywords you contain. The moment a strong breeze blows, your house will collapse and your keywords will become unusable.
If you understand your demographics like the back of your hand, you will know what words are used to describe your problem.
You can find out their online behavior and find out which social media platforms you want to target.
For example, if you're targeting parents who stay home, it makes more sense to run ads during the day. However, if your customer is a full-time employee, they will most likely be at Amazon in the evening after work or during their lunch break.
When you understand these nuances and put yourself in the shoes of your target audience, it becomes ten times easier to create ad campaigns that convert.
7. Create a compelling advanced Amazon landing page that converts
Anyone can create a landing page on Amazon, but how can you be sure it will convert?
While there isn't an exact formula to follow, there are some standard rules of thumb to increase your chances of building buyer confidence and sales.
If your landing page is boring (no call to action, little to no text), you are not going to get people's attention.
Here are some things you can do to optimize your Amazon landing page:
- Above the fold: This is the part of the page that is visible once someone clicks through it. This is one of the most important sections as you have limited time to trick them into sticking around, scrolling down and learning more about your products.
- Use scarcity functions: FOMO (the fear of missing out) is a powerful marketing tactic. It gives shoppers a deadline to profit from a business and can increase conversions by 33%. Add scarcity to your Amazon landing page by using a countdown timer before an offer expires.
- Always add a call to action: Think of your CTA as the target of your landing page. Without one, potential buyers don't know what to do or where to click. Make sure you use a unique CTA like "Buy Now" to prevent users from bouncing off your page and not converting.
- Optimize with your branding: Your page on Amazon is an area where you can demonstrate your brand's personality and stand out from all other providers. Don't make your page look like everyone else's. Include your logo in the header, link to your website, and make it easy for users to associate with your brand. This is an easy way to make your business memorable and build on brand awareness.
- Use pictures and videos: People consume different types of content to solve a problem. Some enjoy reading, others prefer videos. Add a mix of different types of content to your page to target different customers.
- Use the social proof: People are like lemmings. We prefer to buy from brands with a track record. Because of this, influencer marketing has exploded in the past decade. Use product reviews and testimonials on your landing page to show potential buyers that you are not a scam and that you are selling a quality product.
- Keep your design and copy simple: If your landing page is too busy, people will click off. The attention span is short and you need to make sure not to overload the buyer with information. Keep your copy short and to the point. Use short sentences, break up the text with headings, and add bullets to skim your page.
8. Filter out negative keywords in your Amazon Expanded Ads
Do you want to reduce wasteful ad spend? Filter out negative keywords that you don't want to rank on the website for.
A negative keyword excludes a word or phrase that does not match your product.
This can save you a lot of money. If you don't use this tactic, it is one of the biggest Amazon Ads mistakes you can make.
For example, if you're selling leggings, you might want to rank them for keywords like:
- Leggings for women
- Leggings with pockets
- High waisted leggings for women
However, you don't want to rank for a keyword like "Lululemon Leggings".
The buyer's intention is a brand that you are not. When you pay for this rate, you get a low ROI.
For an expanded Amazon result, you should filter out keywords that are getting a lot of traffic but little sales.
Not sure which keywords to add to your negative filter?
- Go to the "Customer Search Term Report".
- Select the "Expenses" filter
- Look for keywords that are generating little to no sales
- Add these sentences to your negative filter
By following these advanced Amazon tips, you can sell more while spending less on ads and become a successful ecommerce business.
You can achieve this without a gigantic advertising budget. You don't have to spend hundreds of dollars to see results and convert your impressions into paying customers.
What you need is strong keyword research and an ad strategy that you keep tweaking.
Remember, Amazon is not a set and forget platform.
Your formula for success will change all the time. You need to keep track of your analytics to adjust your strategy and pivot before you lose traction while searching and see a drop in sales.
How will your listings behave after implementing these advanced Amazon advertising tips?