Tips To Using AMS Ad Campaigns on Amazon.com To Grow Your Sales

Advertise on Amazon.com with AMSAmazon has a really simple ad program available to help you grow your sales.

Many people refer to these ads as “AMS ad campaigns” because Amazon Media Services runs the program.

Here’s how Amazon positions these ads:

  • Start a campaign for as little as $100
  • Pay only when shoppers click
  • Optimize performance with detailed sales reports

3 ways to advertise your products on Amazon.com

Amazon Product AdsAmazon offers three different approaches to promote your products or brand.

  1. Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to your product listing on Amazon.
  2. Headline Search Ads uses keyword targeted cost-per-click search ads offered. They allow brands to drive traffic to a brand page or to landing pages at Amazon with 3 or more skus (Amazon calls them ASINs).
  3. Sponsored Products are keyword-targeted ads that allow you to advertise the products you sell on Amazon.com. They use keywords in your campaign to the search terms that shoppers use to search for products at Amazon.com. When a shopper searches for the keywords in your campaign, your ad can show up.

Your ads will appear on the product detail page, on the left rail of search results, at the bottom of search results, on the customer reviews page and at the top of the offer listing page – in other words, all over the place.

Use AMS ad campaigns to generate a >500% ROI

I haveamazon-marketing-services-ad been using AMS ads extensively for the last 6 months and have generated an average ROI of 500% on my advertising dollars. There’s no catch but it has been a learning process. Not every ad campaign has been a winner.

AMS ads are not pretty. The creative for your campaign is automatically generated through the Amazon Marketing Services ad builder. You can customize the headline and logo before you send the ad. Importantly, you don’t need an ad agency or graphic designer to create effective ads.

Best of all, AMS ads are inexpensive. Amazon Marketing Services uses a cost-per-click, auction-based pricing model. You set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed.

Tips to getting the most from your AMS ad campaign

  • AMS Advertising on AmazonFor your first ads, pick your best sellers. Don’t be tempted to bring attention to slow movers or new products.
  • Create a short catch-phrase likely to interest your target audience to use for your headline. Don’t simply copy your product description into the headline. I’ve found “Save Now On…” works well unless there’s a key benefit I can highlight.
  • Click the option to display your ad as quickly as possible (don’t let Amazon spread it out evenly). Unless you’re overbidding, it’s hard to make impressions, so get as many as you can.
  • Change the month of the end date. Set the end date as far into the future as the system will let you (several months). You can end it anytime manually.
  • I have found product targeting drives sales better than interest targeting.
  • Select at least 25 (more is better) products to target. Don’t focus on near in competitors – think about the larger category or space your audience could be searching for.
  • Enter specific keywords, even key-phrases, highly relevant to your product. Try a variety of keywords and phrases, but remember that relevance is key.
  • Relevance matters when targeting, not only to get the most out of your ad (you want it to sell once you get traffic), but also to prevent your ad from being stopped.AMS Ads
  • Start your bidding around $1. This is your max out-of-pocket cost per click and you may be forced to raise it if you are not getting impressions (meaning you are not winning the bid). You can always raise your bid later. I like to proactively raise the bids of my most expensive keywords when they are generating sales.
  • Your stats aren’t show in real-time and can actually be delayed by a day. Don’t rush to make changes, especially at the beginning.
  • We’ve found that it pays to touch our ads every few days. Add keywords, or pause non-performers, extend the end date or change a bid. Do this with winners and losers.
  • You’re not obligated to spend your whole ad campaign budget. You can pause or end your ad at any time.
  • Name your campaigns by what you are trying to do. The default names aren’t helpful at all. Trust me when I say you’ll never remember once you get more than a handful of ads running (we’ve run 47 different variations and stuck with only a handful longer term).
  • Amazon has an ad performance dashboard that you should check daily. If you’re spending money but not generating sales, stop your ad before you lose more money. Try to improve your ad before running it again. An exception to this is when you are trying to get attention to a new item but think of this as an investment.
  • Look at your short-term ROI (return on investment). If that ROI is uncomfortably low (let’s say 100%), step back and try to decide why. Something isn’t working, so either stop the ad or try to improve it.

Try many different approaches with small sums and commit more heavily when you see something working. This is the secret to our crazy high ROI percentages.

Good Selling!
Active Search Results (ASR) is an independent Internet Search Engine using a proprietary page ranking technology with Millions of popular Web sites indexed.

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The Art of Raising Prices: Lessons from Amazon Prime

 

Raising PricesThink about what Amazon has done to convince us how much we will save with Prime. And how even a large price increase seems like a real value.

Read more on pricing from Channel Instincts at “Are You Pricing for Volume or Profit?” and “What Does ‘Your Price Is Too High’ Really Mean?”

Good Selling!

8 Tips to Improve Your Online Product Presentation

online-retailWhen you post a SKU on a retailer’s website, there is a minimum amount of content that is expected for EVERY item that is listed.

That bare minimum includes:

  • Primary image: Clearly shows exactly what the customer will get.
  • Short product description: Follows category specific standards and includes the key search terms.
  • Assets: Video, alternative images, and documents such as warranty, use & care, assembly, instruction manuals, etc. (usually as .pdf files).  It’s a great way for consumers to further educate themselves in the buying process and to revert back to after purchase as most consumers tend to lose the pack in information.
  • Cross merchandising: Many sites will allow you to “connect” collections & accessories
  • Detailed product description: Includes features & benefits, how it’s used – what customer wants to know to buy.

Put your shopper hat on.  Become a consumer.

8 tips for improving your online product presentationTry this exercise.  Ask others to do it as well.  Make sure they give you their candid feedback.

Here is the exercise. Put your shopper hat on. Become a consumer. Go in and look at your items.

Try Amazon, Build, Lowe’s, Walmart, Fastenal, Grainger, Menards, Ace, True Value, Target, etc. Pay particular attention to your biggest and most important retailers first.

Look at the alternate images, the videos, the pdf’s of instruction manuals, warranties, collections, accessories, specifications, description, read every review, look at shipping ability, etc, etc.

When you are online, be sure to click anywhere and everywhere to view all content. It might be fun after you do that to compare the shopping experience with a competitor or two of yours online, too.

Here is what you are likely to find:

  • Some of you have done a good job filming an appropriate video showing installation or use of the product.
  • Some of you have done a good job loading alternate images which show side view, top view, bottom view, in use shot.
  • Some of you have done a good job building out collections which feature a lot of other products that relate or share the brand name.
  • Some of you have done a good job building out accessory content showing items that should be bought together like nails with a pneumatic nailer.
  • Some of you have done a solid job with detailed descriptions and specifications.
  • Some of you have included pdf’s showing warranty, user manual, installation guide, product specs, etc.
  • Some items ship everywhere.  Some do not ship to GU, VI, PR.  Some add AK and HI to that list.
  • Some offer a white glove shipping option (no touch) delivered to the exact spot the customer wants it.

It is obvious these are a few things where some of you have done things really well.  And there’s places where you may not have met your customer’s expectations.  You need to be the judge of that for yourself.

Pay particular attention to online reviews

Star ReviewRead them all and think about how you can do better. Could you have had a better review if the instructions were clearer, if the product was enhanced, if a legible manual was included, etc, etc.

We all need to embrace the good and bad reviews. If it is a 1 or 2, how do we fix or improve something to be sure we do not get that low of a rating anymore. If it was a 3 or 4, in many cases the customer will tell you one more thing that you could have done to gain the 5 star rating.

With the greater acceptance of smart phone use, customers in stores are considering a purchase and are accessing the web to read reviews before buying. Make this important connection that it is not just about the dot.com sale, it affects the business done up and down the aisles every day.

Thanks for taking a moment to think like a typical retail shopper and let’s use this opportunity to get better.

Good Selling!

Content Strategy graphic credit: dtelepahty.com

Active Search Results (ASR) is an independent Internet Search Engine using a proprietary page ranking technology with Millions of popular Web sites indexed.