Is Amazon advertising in trouble? It doesn’t matter, the following aspects can help you solve most of the problems. In terms of placement, it is not actually the most difficult part. The most difficult part is how to analyze the advertisement itself and your own products.
1. Optimize product listings
Before you even consider advertising on Amazon, you first need to have an impressive Amazon listing that has a targeted audience and complies with Amazon’s algorithm. Many brands overlook this basic step when advertising on Amazon, which can lead to lower customer clicks, lower purchase intent, and lower sales.
The more complex and technical your product is, the more you need to strive for perfection. In terms of product listing, there are usually five reasons why brands are lacking:
1. Poor brand image and poor image quality;
2. Product promotion is misleading;
3. Failure to respond to customers in a timely manner;
4. Negative reviews;
5. Multiple listings for one product.
2. Determine the right goal
This may sound like common sense, but you may not realize that you have so many brands but no clear goals, or your goals are so detailed that you can’t see the big picture. Success means different things to different companies, so understanding your brand’s specific needs is the first step to setting the right goals.
Amazon advertisers have three common goals:
1. Brand awareness
2. Rapid growth
3. Sales target ROI
Before creating Amazon ads and scaling them, identify clear positioning.
For example, if brand awareness is your main goal, you may want to invest more in your Amazon Store and Amazon Sponsored Brands Ads, which are a great way to showcase your products and get them in front of more people.
If your goal is ROI, you need a more comprehensive advertising strategy and optimized campaigns in place to reach your goals.
3. Investigate and analyze competitors
Understand your competitors and know where your listing stands in the product category. Conducting a SWOT analysis (strengths, weaknesses, opportunities, and threats) on your own brand will help you better define your competitors and help you flesh out the specific advantages of your own brand.
If you don’t know what your product’s unique advantages are, ask yourself the following six questions:
1. How competitive is your product on Amazon?
2. What is your strategy to achieve your goals? What is your competitor’s strategy?
3. What do your product reviews look like?
4. What is the quality of your listing?
5. How does your pricing compare to your competitors?
6. Are your products bundled with competitors’ products, or do you have a unique selling angle?
4. Keywords
Knowing the keywords that resonate with your customers is a crucial step in optimizing your Amazon ads.
There are three main types of keyword matching on Amazon:
1. Exact match: Capture traffic that completely matches the keywords, including plural ones. If you search for "sock", then "sock" or "socks" are exact matches, but "redsock" is not.
2. Phrase match: Capture keyword variations or keyword phrase traffic while keeping the order unchanged. If the search phrase is "redsocks", phrases like "longredsocks" and "redsocksforsports" will be tracked, but "redlongsocks" will not.
3. Broad match: Capture traffic using single words in keywords or keyword phrases, as long as one of the searched words exists, regardless of the order. A search for "red stockings" will track terms that use "red," "long," "socks," or any combination of these words.
This is the end of the knowledge about Amazon advertising strategy in this issue. If you want to get more information about Amazon advertising strategy, please pay attention to it~
