Amazon marketing services are typically designed as an advertising solution for sellers to differentiate their brands in the marketplace. Amazon sellers can create meaningful ad campaigns that are placed tactically on the search result pages to engage shoppers. To maximize the effect of their AMS campaigns, advertisers must analyze several factors that can influence their ROI. Understanding the shoppers’ intent and the most profitable relevant keywords can derive maximum benefit from the ad campaigns. Let’s discuss in detail some of the effective measures that can potentially enhance the effectiveness of your AMS campaigns.
Measures To Improve Your AMS Campaigns
Optimize Your Product Listing
Generally, the buying process on Amazon involves three main steps:
- A customer learns about your product through their search activity.
- They select your product by clicking on it in the search result pages.
- If they like your product, they hit the buy button and proceed to checkout.
An effective AMS campaign can take care of the first step and increase the chances of proceeding to the second page. However, to convert those traffic to loyal customers depends entirely on you. With Amazon listing optimization, you can achieve your desired conversions. Do the research and include the most relevant keywords in the title, bullet points, and product description. It will let customers know that you offer what they want. Optimize the content and provide valuable information to entice customers to buy the product. Include high-quality product images to enhance the visual appeal of your products.
Build Both Offensive And Defensive Strategy
Building an offensive strategy means to target branded competitor keywords in your sponsored product campaigns. When a consumer searches for competitors’ products, your product ads will also show up in their search result pages. On the other hand, having a defensive strategy means targeting your branded keywords within your ad campaigns. Both these strategies are equally important in developing a strong AMS campaign. Thus, Adlucent recommends you to dedicate 40% of your budget to the defensive strategy and 40% to the offensive. Reserve the remaining 20% for harvesting and testing.
Use Automatic Campaigns
Automatic campaigns enable sellers to target their sponsored product ad to all relevant customer queries based on the product information. Therefore, run an automatic campaign, and a manual sponsored product campaign for the same product, at the same time. Carry out some initial research and include those keywords in your manual campaign. Also, set up your automatic campaign simultaneously. The automatic campaign will conduct additional research to find relevant keywords and lucrative search terms for you. After a couple of weeks, when you find those highly profitable search terms, include them in your manual campaign. In this way, you can optimize your ad campaigns to generate higher ROI.
Implement A Short-Tail & Long-Tail Strategy
Both short-tail and long-tail strategies have their specific advantages in driving traffic to your Amazon store. Short-tail terms (e.g., Samsung Smart TV) are best to drive traffic to your brand store. Here, consumers can browse all your products and learn more about your brand. On the other hand, long-tail terms drive traffic directly to your product page or a specific category on your brand page. An example of a long-tail search term could be Samsung 32 inches Wondertainment Series HD Ready LED Smart TV. Building a robust long-tail strategy requires more time and resources, which is why many advertisers tend to skip it. However, long-tail terms generally have less competition as they are specifically related to your product identity. Therefore, the revenue potential of your sponsored product ad increases, and so does your conversion rate.
Analyze Your Data
One of the common challenges that most businesses face is measuring the success of their AMS campaigns. It is due to the difficulty in data analysis in terms of management, time, and accuracy. Generally, the campaign reports are separated by ad type and further separated from the rest of the business reports. Therefore, it becomes difficult to analyze the overall impact of the ad campaign on your entire marketplace. Evaluate the direct ROI on your ads, based on ACOS or ROAS. Also, calculate the total return on the ad spend, which is your ad investment compared to your overall sales on Amazon. You can always consult an accomplished Amazon marketing agency like Oodles to help you analyze your data more efficiently.
There are several factors that you must consider when it comes to investing in an ad campaign with Amazon. The measures listed in this article can improve your AMS campaigns and generate a higher ROI.
At Oodles, we provide comprehensive Amazon listing optimization services to elevate your position in the competitive market and gain maximum ROI. To improve your AMS campaign and to learn more about our Amazon marketing services, get in touch with us here