The time for marketers to hop on board is now as it’s estimated that AMS will account for over half of U.S. online ad spending by 2020.
AMS refers to three different ad types which were formerly broken up into their own specific services: Amazon Product Ads, Headline Search Ads, and Content Display ads. Now all these options are rolled under the umbrella of AMS in order to simplify what was otherwise a complicated process for advertisers looking to market on Amazon’s platform.
As the name suggests, this new campaign type gives marketers access into that coveted ecommerce space where people are already shopping with interest in buying something. Since nearly everyone goes through the same path when making an online purchase (researching products on comparison sites like Google Shopping or product review sites like CNET), converting these interests into sales is a more efficient way of spending advertising and marketing dollars online and making less of a cold sell.
Here are five best practices you can follow in order to convert on Amazon’s advertising platform:
5) Be Relevant
Just like Google, the success of your Amazon marketing ad campaigns will be determined by relevance. Your goal is to get noticed by shoppers researching for what they want, so ensure your ads are clear about what you’re offering while using keywords that correspond with the products shown. Just imagine if someone performing an Amazon search for running shoes saw an ad from Adidas with pictures of socks and tennis rackets- that would lead to a lot of wasted money. The new AMS makes it easy and straightforward to target your desired audience based on product interests and purchasing behavior, so you can create ads that will connect with potential customers from the moment they search.
4) Don’t Forget About Existing Customers
Another way to be more relevant is by using conversion pixels . The same technology used for remarketing on Google and Facebook can now be applied to AMS. When a customer purchased a product from your store previously, you could set up a pixel to capture their information and target them with an ad at a later time based on their behavior. This ensures your ads are reaching those most likely to purchase from you again as opposed to spending money on conversions that won’t result in any return business.
3) Use the Right Image for Your Ad Campaigns
All your images should have one goal: selling the customer. The picture you choose for your ad is the deciding factor of whether or not someone will click on it. If they don’t, then that’s just wasted advertising money that could have gone to get more sales.
There are two things you want to keep in mind when creating an image: find something with high click-through rates and appeal to the mass market. It may be tempting to put too much focus on your brand with images targeted specifically towards existing customers, but this can result in lower clicks if they’re irrelevant to what people are searching for at that very moment which takes away from potential conversions.
2) Set Your Budget Wisely
Your budget has a significant impact on how successful your ads will be because it determines how much exposure your ads will get among the millions searching on Amazon every day. AMS calculates spend based on impressions, which means how many times an ad gets viewed by a shopper. This may be lower than how many people click on your ad or convert it into sales because not everyone who sees it will necessarily act on it.
Since AMS gives you access to keywords like Google’s Adwords program, budgeting is another form of testing what works and what doesn’t at various cost points. Low enough bids can result in potential conversions without spending too much money while bidding high enough ensures plenty of exposure no matter how competitive the search terms are. This way you can adjust your bids until finding that sweet spot where clicks are targeted towards products you want to sell, resulting in the most conversions for your money.
1) Use AMS to Supplement Your Existing Strategy
Last but not least, it’s important to remember that Success on Amazon is merely another component of a bigger online strategy. Just because you’re advertising on Amazon doesn’t mean you should neglect other channels like getting free Google review widget, Google Shopping, or social media ads. AMS complements existing strategies by targeting shoppers who are more likely to buy at any given moment so depending on how well it performs, it may be worth investing further into if the returns are worthwhile enough.
On top of this, there’s also Facebook Marketing which is very similar to AMS in terms of its targeting capabilities, making it another useful tool for digital marketing experts looking to reach potential customers with relevant ads.
As mentioned before, it’s vital to supplement your Amazon marketing strategy with other channels that target different audiences based on their location or interests like Facebook Ads which are able to target users outside of the Amazon environment . AMS is merely one part of an extensive eCommerce plan, but if done right can help you boost ROI and drive more sales.