Whether you’re just getting started with pay-per-click (PPC) advertising on Amazon or have been using the platform for a while, one thing is for sure. Amazon Advertising continually adds new tools and ad layouts to deliver customer experiences and increase the ways you can engage with your customers.

As Amazon Advertising matures, these new tools and ad layouts will be rolled out, so it’s important to make sure you’re using all the tools available to help you achieve your advertising goals. It’s especially important to make sure you’re not using an outdated Amazon strategy as you run your business. Learn more about three outdated Amazon Advertising strategies and what to do instead.

3 outdated Amazon advertising strategies

1. Get started with only auto-targeting campaigns

If a seller is new to Amazon Advertising and looking to do keyword research for their ads, many will start with an auto-targeting campaign. These are Sponsored Products campaigns and you can add the Amazon Standard Identifiers (ASINs) you want to promote to your campaigns. Amazon automatically targets customer search queries where your products are most relevant.

This is a good place to start and you can get real-time customer search queries, but with this type alone your products will not only show up in irrelevant searches, but other ways to gain insight You can also miss it. valuable data.

Instead, you should use a combination of automatic and manual targeting in Sponsored Products. Seller Central and Vendor Central provide access to brand analytics. There are useful keyword research tools out there like Helium10, but Brand Analytics uses first party data. This is an advantage over what is available to third parties.

Log in to Seller Central and from the dropdown menu[ブランド分析]Choose.

Clicking this will bring up the dashboard at the top of the page. Click “Amazon Search Criteria”.

This will open a new page and take you to the next interface.

From here, you can search using terms related to your product or ASIN. The interface also lets you see which related search terms rank highest and which of his ASINs get the most clicks, from highest to lowest.

In addition to setting up automatic targeting for Sponsored Products ads, you can set up manual campaigns using the search terms found here as keywords to target the highest-ranking terms that are most relevant to your product. In this example, we recommend using ‘colored pencils’, including long-tail keywords such as ‘adult coloring book colored pencils’. Using long-tail keywords can also be beneficial. These keywords tend to have lower bid costs and are useful for mid-to-low funnel tactics to keep your cost-per-click (CPC) within your desired range.

You can now also target specific product categories and competing brands within your Sponsored Products ads. You should use automatic targeting, manual targeting based on keyword research, and category targeting at the same time. This gives you valuable insight into your customers’ search behavior, allowing you to protect your brand, appear during competitor searches, and ensure your products reach their intended audience.

2. Have one budget to cover all your Amazon advertising goals

Your business’s advertising goals change over time. Many products are seasonal and sell especially well on certain holidays. Whether your brand is new or mature, launching a new product, or has other internal sales goals, your advertising strategy should be tailored to these different situations.

The most likely situation is that your business has multiple goals at once. For example, you want to drive more sales and conversions from your competitors while increasing brand awareness on Amazon. You can’t do it all with one strategy and one budget. Expected return on investment (ROI) also depends on your business goals.

Our brand awareness efforts are aimed at increasing your presence on Amazon. This allows consumers to know and recognize your brand and products. These campaigns expand your reach, but don’t necessarily lead to sales.

Especially if you have never entered the market or are launching a new product, you should consider setting expectations that the return on sales of such initiatives may be lower than others. If one of your goals is to focus on visibility and search rankings, then you should expect a different advertising cost of goods sold (ACoS) for these efforts. Amazon’s ads have a halo effect and can indicate an increase in total sales as well as ad revenue.

Instead, divide your monthly or weekly budget into different goals based on your priorities. How you divide this up is up to what you determine to be the most important goal. You might want to allocate 40% of your budget to top sellers, 30% to brand awareness, 20% to brand defense, and so on. Each has a different ROI, which you can manage by organizing your ads into different portfolios. Setting these expectations early in your advertising journey helps you prioritize when your business goals change.

3. Only use Amazon PPC as an advertising method

Amazon Advertising is not the only way to drive traffic to your product listings. Combining marketing efforts with options from other advertising platforms such as Google can create a positive feedback loop between the company’s his D2C (Direct to Consumer) site and Amazon by running ads in parallel. .

Through Amazon Seller Central and your own site, you can create email campaigns to re-engage those customers and potentially turn them into repeat buyers. You can use sponsored ads on social media platforms, blogs, and influencers to drive traffic to your Amazon listings. When used in conjunction with Amazon PPC advertising, these tactics generate traffic to your listing, brand awareness, customer engagement, and drive customer loyalty.

Whether you’re diversifying your marketing efforts across multiple platforms or launching Amazon PPC, the key to making sure your ad spend hits your goals is knowing you’re not using outdated Amazon strategies. to confirm. Amazon and e-commerce are always changing. So by taking a dynamic approach to advertising, your business will never be left behind!