How to Use Amazon Advertising the Right Way

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Amazon advertising is the premier way to extend your Amazon listing’s reach and improve your business’s sales. Amazon’s advertising services offer an entire kit full of different advertising tools. But how can you use Amazon advertising to deliver the results you want? It takes more than just knowing how to use advertising tools. Take a look at these five tips to help improve your leads and sales.

  1. Target Long-Tail Keywords

Long-tail keywords are specific search phrases potential customers often use when closer to the point of purchase. The term “long-tail” refers to the position of these keywords on the keyword popularity graph. They may attract less search volume but make up the majority of searches overall.

For example, if someone searches “7-quart green dutch oven,” they are much more likely to purchase from the search results than if they searched a more general inquiry like “dutch ovens.”

Since customers who are close to the point of purchase will use these long-tail keywords, you need to target the specific ones that relate to your content. You will target easy-to-convert leads with keywords that are relatively low competition, which can help you snag a position on the first page of search results.

  1. Increase Brand Awareness with Sponsored Brands

Sponsored Brands is a cost-per-click paid Amazon advertising tool available to all Amazon sellers. Using this tool launches your product results to the top of result pages in a sponsored slot. 

This is a must-use tool for both emerging and established brands. New businesses can use Sponsored Brands to engage with shoppers. This also helps you increase brand awareness and build a relationship with your leads.

Established businesses can use Sponsored Brands to maintain a consistent brand presence with their customers, increase brand loyalty, attract repeat customers, and promote new items.

  1. Retarget Leads with Amazon DSP

Amazon’s demand-side platform (DSP) allows users to target potential leads both on and off Amazon-powered websites. This also gives businesses access to Amazon’s unique and robust customer data, including their shopper behavior, demographics, and purchase history.

With this detailed customer data, Amazon DSP can help businesses retarget customers who may have viewed a product but didn’t commit to a purchase. This creates an additional point of contact between the company and their lead, which increases the likelihood of that lead turning to a conversion.

  1. Don’t Focus Too Much on ACoS

Advertising cost of sales (ACoS) is a key metric used to measure the performance of many Amazon advertising strategies.

Having a lower ACoS is admirable—it shows that your advertising spending is efficient and is producing impressive results for every dollar spent. However, you shouldn’t focus too much on ACoS. While it is an important metric to consider when making budgets, it should never be a primary indicator of success. Cutting back on your advertising spending to lower ACoS can hurt your campaign’s performance in the process.

ACoS really only pays attention to ads that directly lead to a conversion (like last-touch attribution). Their top-of-the-funnel advertising initiatives may be seen as inflating agents to their ACoS, even though those efforts could be the greatest contributors to their conversion rates.

  1. Leave Slow-Selling Products Alone

Amazon is full of fierce competition, which means businesses have to pick the right products that can effectively compete and sell. If a product isn’t selling well, there’s a chance it’s not because of your advertising strategies—some products simply fail to leave an impression with consumers.

When you notice a product isn’t selling well, no matter how much you advertise them, don’t promote that product in your future campaigns. This will allow you to spend your resources on your better-performing products. In extreme cases, you might consider removing that product from your catalog altogether. You can use Seller Central to find out which products don’t offer an acceptable return on investment.

Perfect Your Amazon Advertising Strategy with Buy Box Experts

We’ve just scratched the surface of how to use Amazon advertising to its full potential. And you don’t just have to read about all of these benefits—you can experience them first hand when partnering with Buy Box Experts.

Our team of professionals will help you craft the perfect Amazon advertising strategy for your industry, helping you get in or stay ahead of the competition. Contact us today to find out how your strategy can improve.

Rachel Libby
Rachel Libby

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