We recently did a rundown on the Amazon Vendor Advertising Options and how vendors can take advantage of the most popular online store. These days, more than half of online shoppers are searching for products directly on Amazon. This is a huge market that no seller would want to miss out on. Amazon advertising is also about 30% more cost-efficient than other online advertising platforms such as Google and Facebook. This is a terrific incentive to start advertising via the Amazon Campaign Manager.
With record numbers of sellers signing on to reap the benefits of Amazon membership, the competition on the platform has surged. Serious sellers must now take their listings a step further, not only optimizing them but also making sure that they are placed where they can have the best visibility. Below are the steps for getting started on advertising with the Amazon Campaign Manager to reach more potential customers to boost sales even during slow months.
What is Seller Central Advertising?
Advertising on the Amazon Campaign Manager is available to third-party sellers on the platform. Seller central advertising, better known as Amazon Sponsored Products, are the ads via the Amazon Campaign Manager that place your product listings in more visible placements on the Amazon website. To make these ads, there is no additional work needed since your listing image is simply resized and the ad headline is taken from your listing title. As long as your item is in stock and you qualify for the Buy Box, your ad will run over the long term without a hitch.
Amazon Sponsored Products can be Targeted Manually or Automatically.
Manual targeting requires the seller to enter keywords on which Amazon will base matches for your listings to customer searches. With automatic targeting, you can leave the details up to Amazon, letting the platform’s algorithms show your ads based on all searches that are relevant to your product information. Tracking these ads is also easy with downloadable reports on the terms that customers searched for which led to them clicking on your ads. If you are just starting out with Amazon Campaign Manager advertising, the automatic option can give you great ideas on fitting keywords to use down the line. When you have got the hang of it all, you can switch to manual targeting to customize your ads for best performance.
Bidding on Sponsored Products Keywords
Sellers will have to bid on the keywords that they choose for their Sponsored Products, either using general terms for the products that customers are searching or targeting competitor phrases. The system is similar to Google Adwords, so some experience with this and other pay-per click campaigns is very useful. You can go general if you are looking for a bigger audience, but targeting keywords that are used by your competitors that you want to beat out will usually bring you better returns. This is especially true if you are able to show great reviews in comparison to the competition. If you are not in a place where you are ready to go up against the big sellers in your category, a third option is to cross-sell. You can divert customers before they see the competition’s products by bidding on very popular search terms. You can use a famous product of a big brand, for instance, to capture the attention of your target audience so that they see your listing first.
Setting Up PPC on Amazon Campaign Manager
Access to the Amazon Campaign Manager is a great privilege for sellers when they are able to use Sponsored Products well. Seller Central advertising can have a significant influence on how quickly and how far you can increase sales. This remains true even if your organic campaigns have proved highly profitable. So let’s look at how to properly set up Amazon PPC so you can take advantage of the upward track of the ever-expanding platform.
Optimize Your Listing
If you have not already done so, you need to go through your listings and optimize them based on Amazon’s newest policies. This includes making the best use of your bullet points, HTML in product listings, adding in your target keywords and using professional images and copy. If you yet don’t have at least ten good reviews, we recommend that you work on this before launching your PPC campaigns. Customers might start clicking on your ads like crazy, but they are not going to have much incentive to buy if they can’t see proof of how happy others are with your product.
Create a Campaign
- Open up Seller Central and navigate to the Advertising tab next to Orders. Open the Campaign Manager from the drop-down and click Create Campaign.
- Begin by giving your campaign a name that can be easily distinguished from the many other campaigns that you may be creating in the future. If you can develop a system as early as now, you will have a much easier time managing all your campaigns down the road.
- You will want to decide on a daily budget for this campaign next. This will set a cap on how much will go into the campaign, so set it at around fifty dollars if you don’t want your ad to get cut off before you can collect adequate data to analyze your conversions. You probably won’t be spending nearly that much in the beginning anyway. As your conversions increase, you will also notice your cost per click decreasing.The next step is setting your target type, as discussed above. If you are trying out Amazon Campaign Manager advertising to get keyword ideas, make sure to take note of all the keywords that Amazon finds for your product so that you can compare them against the phrases that you already have so that you can pick out the new ones that you may never would have thought of on your own.
Note: Later, when you have tested which keywords bring the highest conversions, you can switch over to organic ranking for these. Continue with manual targeting for the second-tier phrases.
Start Building Your Ad
When done with the targeting stage, click Next Step. Using a scalable naming convention, name your Ad Group. Then decide on the maximum amount you would like to spend for each click on your ad, and set that as your default bid. You might want to set it relatively high, at around five dollars per click. It is unlikely that you will really be charged that much – it is only to make sure that you don’t lose out against other bids.
Keep only the most relevant keywords from Amazon’s suggestions and click on Provide Your Own Keywords to add any of your own that you may have found using other tools. Click Add these keywords to enter them.
Make sure that you have not selected an end date for your campaign, review all the other entries, and save your campaign to start running your ad immediately. If you don’t want to start just yet, simply pause the campaign as soon as you are redirected to your campaign dashboard. When you are ready to begin gathering the masses of data that you will need to adequately test the waters, start it up and let it ride.
Amazon Campaign Manager
Get ready to boost your return on investment with Amazon’s Sponsored Products. Getting into paid advertising on the platform can be an uncomfortable move at first. When you begin to see a change in your conversions and the range of possibilities for re-optimizing your listing for better organic rankings, you will have a better grasp of how Seller central advertising can give you the edge that you need to take your Amazon business to the next level.