Amazon 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 offers three different approaches to promote your products or brand.
- Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to your product listing on Amazon.
- 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).
- 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 have
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
For 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.
- 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!
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Channel Instincts - A Marketing Blog By Greg Bonsib 