Whether you’re a new to Amazon selling or a seasoned veteran, mastering Amazon advertising will be challenging, yet essential to achieve optimal results.
The rewards are significant — increased visibility, higher sales, and a stronger market presence.
With over 350 million products in the marketplace vying for customers’ attention, having a well-crafted advertising strategy puts you ahead of the competition.
In this guide, we’ll go over the 10 Amazon advertising tips to optimize your campaigns, boost your sales, and ensure that your products get the attention they deserve.
TL;DR – 10 Amazon PPC Tips
Before we proceed, let’s briefly touch on the 10 best Amazon advertising tips that we’ll cover in detail later on:
- Use keyword research tools
- Target long-tail keywords
- Utilize negative keywords
- Consider using indirect keywords
- Watch your competition
- Take note of seasonalities
- Monitor your ad spend
- Adjust your cost-per-click (CPC)
- Use automatic targeting
- Get technical expertise
While following these tips will certainly improve your ad campaigns, you’ll need to partner with Amazon PPC experts to realize the full potential of your Amazon business. Our team at IG PPC delivers hands-on and expert PPC management to help you scale your business operations efficiently.
That way, you can optimize your PPC spending while achieving impressive results. Begin your journey toward PPC success by scheduling a free audit with IG PPC today!
Importance of Strategic Amazon Advertising
With the cutthroat competition among the 1.9 million sellers in the Amazon marketplace, the importance of strategic advertising cannot be undermined. In this section, we’ll list down other reasons why having a well-thought-out advertising strategy will be your route to success:
- Effective Scaling of Operations: If you envision your Amazon business to grow to 6, 7, or 8 figures, then having a strategic Amazon advertising plan is non-negotiable. Your competitors are likely heavily in their advertising efforts, and so should you — especially if you want to outperform them.
- Adaptability to Market Challenges: The ability to adapt quickly to changing market conditions will be your edge. That means, you must easily make changes instantly based on changes in performance data or market trends to achieve optimal results.
- Cost Efficiency: There are several fees associated with PPC advertising, and inefficient management can eventually lead to ballooning costs and diminishing returns. By carefully planning your strategy, you allocate your budget to high-performing campaigns that reduce waste and inefficiency.
Amazon Ad Types and When to Use Them
Before you start your Amazon ad campaign, it’s essential to understand the different types of ads and when to use them. Here’s a quick breakdown of the main Amazon ad types:
| Ad Type | Description | When to Use |
|---|---|---|
| Sponsored Products | Displays your products on product results pages when searching for a particular keyword | To boost product visibility on search engines and maximize conversion rates for competitive products |
| Sponsored Brands | Creates PPC advertisements that display your brand logo | To increase brand recognition and drive traffic toward your Amazon storefront |
| Sponsored Displays | Targets customers who did not make a purchase but have expressed similar interest in a product or visited your product page | To cross-sell or up-sell products |
10 Amazon Advertising Tips for More Product Sales
Boosting your product will certainly be an uphill climb without a carefully planned Amazon advertising strategy. Follow these tips to effectively outpace the competition:
1. Use Keyword Research Tools
A killer PPC campaign always starts with using the right keywords. Sure, you may have an idea of what keywords are popular with your customers, but precisely targeting them is a whole new challenge in itself — a challenge that can only be solved with the help of keyword research tools.
Tools like Helium 10 and Jungle Scout are powerful tools that can help you discover low-competition keywords and other keywords you might have not considered. Hence, using these tools can effectively drive sales for your business.
Case in point: our successful campaign with a Consumer Goods (CPG) seller. We made use of a combination of 1P tools from Amazon and Helium10 to search for the right keywords and optimize them — and we did.
We generated $2.1 million in Amazon sales for 2022 and $11 million in 2023!
2. Target Long-Tail Keywords
When it comes to winning the war of the keywords, precision is key — that can be easily attained with the use of long-tail keywords. Typically, these consist of at least 3 words.
Targeting these keywords is an effective strategy because the people who typically use these keywords already know what they’re looking for. Thus, they’re more likely to convert. Of course, it’s just as important to ensure the relevance of keywords to your products.
3. Utilize Negative Keywords
Not all traffic is good traffic. There are some terms that, when searched, are likely not going to attract your target market. These terms are also known as negative keywords.
Say, a customer searches for the term “luxury handbags.” Some negative keywords include “cheap bags” or “affordable bags.”
Following this strategy makes sure that no impression is wasted on these search queries.
4. Consider Using Indirect Keywords
Although indirect keywords do not contain the main keyword you target, they’re sometimes worth considering if you’re looking to increase brand visibility.
Do take note though that this doesn’t influence your search engine rankings — it’s merely a clever way to bring your product to a wider audience.
5. Watch Your Competition
What works for your competitors might also work for you, too. Pay attention to the keywords that they target. Then, you can consider implementing similar terms or keywords into your campaigns.
Besides monitoring the keywords that your competitors bid, keep an eye out for their advertising strategies, pricing models, and historical sales. This information can be valuable, especially when launching a new product in the market.
6. Take Note of Seasonalities
Investing more into your advertisements during peak seasons can result in more sales for your product.
Yes, you will likely be spending more, but if you invest more in advertisements during these times, your returns will more than make up for it. Holiday seasons, for instance, are known to draw in more customers.
7. Monitor Your Ad Spend
Throughout your PPC campaign, it pays off to watch your ACoS closely. There might be some instances wherein you might have low-performing products in an ad group. In this scenario, it’s best to drop them to keep your ad spend lower.
This channels all clicks and impressions to the high-performing products, which eventually leads to conversions.
8. Adjust Your Cost-Per-Click
For optimal results, fine-tuning your CPC can yield outstanding results. One strategy you can try is to create ad groups with limited keywords. By doing so, you effectively reach the right audience and avoid spending a single cent more on clicks that aren’t useful.
9. Use Automatic Targeting
While not the most effective way to target keywords, automatic targeting can be an appealing option if you want to get started. With this strategy, you can find high-performing keywords that boost the performance of your campaigns.
10. Get Technical Expertise
A mismanaged PPC campaign can evolve into a complete disaster — wasted budget, poor campaign performance, possible brand damage, and a laundry list of other negative effects.
In this scenario, turn to professionals who specialize in PPC management. That way, you drive the results you seek and maximize your ROI.
How to Create an Amazon Advertising Campaign
Fortunately, launching an Amazon advertising campaign is quite simple. Just keep in mind the following steps:
1. Select the Type of Sponsored Ad: Earlier, we briefly touched on the topic of different Amazon ads. Selecting the ad you plan on using in your campaign is the first step. You can choose to pick one or multiple that fit your strategy.
If you’re just starting, it’s best to choose Sponsored Products as your first ad to gain customer recognition.
2. Optimize Your Product Listing: An optimized product listing comprises a significant part of a successful Amazon advertising campaign. That means creating engaging product titles and informative product descriptions. Plus, you have to include high-quality images to catch your audience’s attention.
3. Consider Using the ‘Featured Offer’ Feature: Before you get your ad campaign up and running, it’s worth checking what other features Amazon has to offer. Only open for eligible products, Amazon’s ‘Featured Offer’ can improve product visibility and increase conversions.
You can find this feature in the top right of the product detail page. It essentially plasters your product in a visible part of the page to help customers compare product features.
4. Create Your First Ad Campaign on Amazon: Creating your ad campaign on Amazon is a straightforward process. When you create a campaign, prepare the following information:
- Choice of product
- Campaign name
- Budget
- Campaign duration
- Targeting type
5. Monitor Your Performance: If you want the best shot at launching a successful Amazon campaign, monitor your product’s performance.
Amazon offers a range of PPC advertising reports to assist with this, including targeting reports, placement reports, search term reports, and a lot more.
Trends in Amazon Advertising to Watch For
With stiff competition comes new trends. To stay ahead, these are some Amazon advertising trends you must keep an eye out for:
Social Shopping
We’ve seen how the social aspect of shopping can drive success for businesses, particularly in the booming platform of TikTok, where the TikTok Shop has become a major player.
This opens doors to more opportunities in the Amazon marketplace. Amazon took a page from TikTok’s playbook and launched Inspire, which essentially is an infinitely scrollable social feed where new products are displayed.
Customers can also share posts and inspire their friends, bringing your products to a wider audience.
Sustainability
Our climate is changing drastically and consumers are bearing the consequences. As awareness of climate-related issues continues to grow, more consumers are willing to choose sustainable products over conventional ones.
In fact, about 44% of consumers are more likely to buy from a brand with a commitment to sustainability.
This changes the game, particularly for PPC advertising. For example, some sustainability keywords such as “eco-friendly” or “organic” can be considered.
Generative Artificial Intelligence
Generative AI tools have gained traction for their use in Amazon PPC campaigns, particularly for keyword generation and campaign optimization.
Your competitors likely use these tools, too, but it’s worth noting that AI is merely a crutch to improve your strategy and creativity.
Note that if you’re looking for a more personalized campaign that works for your products, you shouldn’t be leaving it all to AI. Nothing beats the human touch.
At IG PPC, our team of experts has consistently generated quick and measurable results for our clients, which can be attributed to our ability to adapt to up-and-coming trends.
Our personalized and hands-on service can help you achieve your Amazon PPC goals — whether it’s to reduce ad spend or generate more sales. Schedule a free, no-commitment audit with our experts at IG PPC to get started!
Frequently Asked Questions (FAQs)
In this section, we’ll cover the questions we typically receive on Amazon advertising:
What is a Good Amazon ROAS?
A good Amazon RoAS will vary on a case-to-case basis. The toy industry, for instance, has a RoAS of 4x – significantly lower than that of the consumer industry with a RoAS of 9x.
A rule of thumb is to keep it at least 4x for profitable industries.
How Do I Set A Budget for Amazon Advertising?
You can set your Amazon advertising budget with these 5 basic steps:
- Measure your ACoS.
- Determine the campaign duration.
- Identify your default bid amount based on CPC.
- Estimate your ROI.
- Select high-performing keywords.
What Metrics Should I Track for Amazon Ad Performance?
When tracking your Amazon ad performance, pay attention to the following metrics:
- ACoS
- RoAS
- Clicks
- Ad Spend
- Impressions
- Cost per Click
- Conversion Rate
- Conversion Rates
- Click-through Rate
How Can I Improve My Amazon Ad Click-Through Rate (CTR)?
A high click-through rate means that your ads are successfully capturing the attention of your audience. To improve this metric, implement the following strategies:
- Assess keyword performance
- Use negative keywords
- Review product titles and descriptions
- Conduct A/B testing
- Evaluate your pricing strategies
Conclusion – Tips for Advertising on Amazon
That caps off our brief guide on our tips for advertising success in the Amazon marketplace! Know that it takes a combination of these strategies and consistent effort to truly excel.
Improving your PPC performance may sound like a daunting task, but it’s a dream easily turned into reality when you work with the right partner — IG PPC. With a proven track record of delivering rapid results, our team is invested in your Amazon advertising success.
Our strategies are backed by solid data, so you’re certain that your business objectives are not just met, but also exceeded.
Maximize your Amazon PPC potential by scheduling a free audit with us today!
