Top 10 Winning Amazon Advertising Strategies for 2023. As an entrepreneur, I don’t need to tell you how competitive Amazon digital marketing has gotten. It is more difficult than ever to stand out.
Without a proper digital marketing strategy in place, you risk making costly mistakes that lose you the money you need to scale your e-commerce firm. The good news is that there are strategies to optimize your ad expenditure in order to save money while also seeing greater results.
Achieving outstanding results with your Amazon advertising needs more than just following the crowd and addressing the essentials.
The ten tactics listed below will assist you in pushing your products to the top of the page, increasing your Amazon SEO, increasing brand awareness, and saving money on Amazon marketing.
Top Amazon Advertising Strategies for 2023
- Improve Brand Awareness
- Focus On Product Profitability
- Use Negative Keywords and Phrases
- Set Up Automatic Targeting
- Target Categories For Sponsored Products
- Utilize Match Types
- Optimize Your Bids
- Take Advantage of Sponsored Display Ads
- Cancel Ineffective Ad Campaigns
- Don’t Forget About Amazon DSP Advertising
Headline Search Ads were previously known as Sponsored Brand Ads.
When a customer searches for a product on Amazon, Sponsored Brands adverts display in the first column of the search results page’s header. As a result, Sponsored Ads have a huge impact.
This prominent placement of this ad type has demonstrated to have a sales conversion rate of 18% for products put on the search results page, regardless of whether the customer looked for the desired product or not.
These advertisements are great for increasing top-of-funnel brand awareness and product reach, especially when combined with keyword phrases and exact match keywords that emphasize your product.
Each SKU contains distinct selling data points that can be analyzed. You can decide whether your profit margins are large enough to pour more ad money into that particular product by using data ranging from cost to promote to manufacturing and selling costs.
Before you spend any more money on paid marketing, consider which of your goods has a better profit margin. The last thing you want to do is squander money on advertisements for a product that is barely profitable.
This study will assist you in pivoting your product offers by phasing out products that aren’t performing well and allocating resources to more profitable ones.
Broad search results can result in a bewildering assortment of product matches. That is why it is critical to configure your negative phrases and keywords so that your product does not appear in irrelevant search results.
For example, if you sell over-the-ear headphones, you wouldn’t want to target and rank the keyword earbuds. You might get some hits and maybe even a sale or two, but in the end, you’ll spend a lot of money on advertising simply to get in front of clients who are seeking for something completely different than what you’re selling.
To effectively use negative keywords, develop a plan that focuses on targeting those keywords that convert while avoiding those that do not.
Regardless of traffic level, you should target precise keywords and phrases with good conversion rates and avoid broad terms with huge traffic but low conversion rates.
Your ultimate goal should be to SELL your product, not to collect clicks!
Use this method to maximize your ad dollar return.
Use these targeted terms to modify the amount you pay on bids when using negative keywords. Then, center your efforts on high-volume, high-converting keywords with larger bids, while decreasing your bid amount on broad, low-converting keywords.
This will make your product more relevant to those exact match results while also allowing you to have a reduced presence for any broad terms that may overlap with your keywords.
Finally, use the data from keywords that are converting for you to fine-tune your PPC advertising. Use the search terms that customers use to find your goods to create a negative keyword list that excludes terms that drain your budget without converting any sales.
One of the most significant advantages of auto targeting is that you can utilize Amazon to test essential terms to uncover ones that your consumers are using and reject irrelevant ones.
By experimenting and identifying more relevant search phrases that your target audience is currently using, automatic targeting can help you save money. This will make fine-tuning your PPC advertisements and optimizing your product sales pages easier.
This study should be used in conjunction with traditional keyword research to supplement and identify the priority terms for your Amazon ads.
You can target certain categories to connect your goods with this ad option. The purpose of combining numerous products that compliment each other is to increase sales conversions.
Product Attribute Targeting (PAT) is an ad option that allows sellers and vendors to take full advantage of ad space adjacent to a specific group of products, brands, or things. You can promote your product beside similar-priced items and by combining it with complementary ones.
For example, if you offer workout equipment, running an Amazon sponsored product ad would connect your product with all types of crossover products such as exercise apparel, shoes, and more.
To run a PAT ad, you must first enable manual targeting in your sponsored product campaign. Following that, you must decide which items and bids to employ before deciding which product categories to target.
Finally, you target known brands at comparable price points or ratings, allowing you to capitalize on their popularity and display your product beside theirs in similar search results.
The advantage of this method is that it will offer your product a boost by appearing in comparable type product searches without requiring you to conduct a lot of costly ad campaign experimentation.
Phrase match types are preferable for more precise targeting. With phrase match, you target terms that buyers use in their searches, such as “best red over ear headphones.” You can utilize plural forms, misspelled phrases, or anything your analysis reveals about customer search queries. Phrase match is more particular than broad search but less precise than exact match.
You can use plural words and misspelled words, but your products will not appear in the search results if the query is not 100% similar to the searched phrases.
Let’s utilize headphones as an example once more.
If you’re selling headphones and employing the exact match method, you can use a key phrase like “top red over-the-ear headphones for $100.” Any search that includes all of those terms will appear on the results page, but anything other than your key phrase will be ignored.
This method will assist you in keeping your advertising budget under control and eliminating wasted spending by ignoring superfluous phrases.
Keywords and phrases may evolve throughout time. Their popularity and usage could be attributed to their significance in popular culture or to daily market volatility.
For instance, if you believe a phrase or two is an outlier and performing well, you might incorporate it into your campaign. Don’t overreact by changing every key phrase based on a small sample of data.
Instead, utilize Automatic Targeting to locate the most recently used terms by your clients and test the new phrase. If it continues to perform well, you may tweak your product content to match, adapt your advertising to accommodate the new search terms, and then drop your underperforming terms.
Again, this is a critical step that must be taken with caution. Using Automatic Targeting eliminates most of the trial and error testing and danger.
The primary distinction between Sponsored Display Ads and Sponsored Product and Sponsored Brand Ads is WHO the ad is targeting. Sponsored Display Ads target customers based on their shopping habits rather than keywords.
Amazon Sponsored Display Ads employ user-friendly, retail-centric controls that are suited to your brand’s and product’s specific needs. An Amazon display ad can assist attract customers while they are perusing individual detail pages, Amazon’s home page, and third-party apps and websites.
According to Amazon, merchants who employed Sponsored Display Ads received twice as many impressions and half as many clicks on their listings.
9. Cancel Outdated Campaigns
After reviewing the data from your best-performing ad campaigns, it’s time to discontinue those that are underperforming. Monitoring which keywords appear to be doing well and which appear to be underperforming is an important phase in your optimization plan.
You should also analyze which products are underperforming or have poor sales. When it takes a substantial quantity of advertising to get a single sale, you should assess if the product is worth selling.
When the return and profit margin are low, consider discontinuing the product or viewing it as a potential upsell rather than a dedicated product with a marketing budget that diverts funds away from other better-performing items.
10. Do Not Ignore Amazon DSP
According to Statista, direct visitors to Amazon.com were 5.8 billion in the six months preceding February 2022.
Amazon has clearly established itself as THE place to buy and sell things online.
Recently, Apple, Google, and other platforms have imposed numerous restrictions on the sharing of data with third parties. When you gain access to that data through a voluntary opt-in on a property you control, however, you are not sharing anything with a third party.
Amazon DSP may be the best way to reach out to your prospective buyers using third-party data. The Amazon demand-side platform (DSP) enables you to buy ads programmatically on and off Amazon to reach new and existing audiences.
This is the easiest method to describe Amazon DSP.
You know how sometimes an ad appears out of nowhere on your social network feed or website page, pushing a product you JUST engaged with on another platform?
That is, indeed, Amazon DSP advertising.
Experts predict that by the end of 2021, programmatic advertising will have accounted for 88% of all digital display marketing spend in the United States.
There are two ways to use Amazon DSP: Managed by Amazon, which normally requires a minimum expenditure of $50,000 USD, and Direct by Amazon, which does not (minimum may vary per country).
You can also contact a third-party agency if you want greater freedom. This solution provides an appealing combination of control and easy access to DSP expertise.