Amazon advertising is a complex “dance” of steps which, conducted properly, can create great results. But, even if we have some eCommerce and advertising experience, we can still make mistakes in our “moves,” which can cost us money. In this article, we share five steps every advertiser needs to be aware of before creating and conducting their advertising strategy to be more profitable with Amazon PPC ads.
1. Understanding Your Market
It does not matter how confident you are with your products, all advertisers should do proper market research and fully understand the market and the competition before starting to advertise them. Your ad will return with no impressions or clicks if you do not know your market. You need to educate yourself about your competition, market, and how your products differentiate from your peers. Understand your product’s features and benefits, then choose your keywords and placements wisely.
If you have to advertise something, then do it with the best advertisement possible because it’s a mistake to spend more time on ad placement than on the product and content itself.
2. Using Budget Caps
If your ads are not running 24/7, you miss out on opportunities to get more sales. Since most competitors limit their ads with budgets, you are most likely to pay more early in the day compared to the evening when there is less competition. Additionally, based on a handful of recent studies, shoppers prefer to make purchases later in the day, meaning if you don’t have the budget, you won’t have a presence when your customers are ready to buy.
Your ad placement should be done in the right place and at the right time of day for maximum search engine impressions. This will help you save money on advertising expenses, expand your ads, get more sales on your Amazon store and product detail pages, and increase your business traffic through future searches.
Please remember that this strategy should be combined with proper PPC optimization. To remove the budget caps, you need to ensure your campaigns are delivering at optimal performance. If the performance isn’t there, this will cost you money. Campaigns that spend the most and fastest are not always the most profitable.
3. Make Your Ad Relevant to the Product
In your Sponsored Brands ad copy, make sure you clearly state what type of item you are advertising and how it differentiates from its peers.
Ensure that your ad copy is relevant to the product being sold on your Amazon Store page, containing your brand name, product names, or variations. This will help you educate and engage shoppers as they discover products on Amazon. Think of headlines as a chance to tell a short but important brand story. Keep your copy concise and benefit-oriented, and pair your headline with a strong call to action like “Learn more.” Also, if you’re showcasing a new item or seasonal collection in your ad, it can help to point this out in the headline.
Here is a good example of ad copy that drives traffic to the brand store. It tells a brand story and engages customers to join the brand.
4. Create Unique Lifestyle Images with a Different Color Scheme
Sometimes, your ads might not be looking good on the search results page because it isn’t the right image for your product and brand.
In your Sponsored Brands campaigns, always add your brand’s logo and a custom image. If you want your ads placed more prominently than other competitors’ ads, then try to use different and eye-catching colors in your custom images. This way, you’ll make sure your ads are easier for searchers to differentiate from your competitors because they can see how your ad stands out compared to others! Another thing you can do is try to use the colors your brand identifies with within these lifestyle photos. This makes your ad look more professional, and will help your customers find it more easily. Your ads must look good!
In the ad example below, we can see the brand used both the logo, lifestyle image, and great ad copy that highlights the product features. Emphasizing the term “crochet” helped them showcase how the product differs from its peers.
5. Try Different Ad Types
One of the best things you can do is to try different ad types, analyze the performance of each and expand!
You should try different ad formats like search ads, product targeting ads, banner ads, sponsored display ads, and even a video ad that drives traffic to your Amazon product detail pages. This will help you increase the number of visitors to your products and help your audience to find your products more easily.
Conclusion
By understanding how your competitors are advertising their products, you can better understand what type of ads you see on the search results. By knowing what types of ads stand out, we can easily differentiate our advertising campaigns. Differentiating our ads and using all available ad types to analyze what works best for your brand is key to success with Amazon advertising.
You may also be surprised to find out that many advertisers follow some specific ad rules that do not always make sense. But they succeed! You don’t always have to play it safe. Don’t be scared to add a little bit of creativity to your advertising campaigns now and then.
Finally, there are many ways for an advertiser to reach their target audience, and if you do not adhere to some of these guidelines, you may lose out on potential customers and sales too! So if you need any assistance with ad placement to improve your search results rankings on Amazon, then BellaVix is here to help. Why not contact us today?
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