As an Amazon business owner, you can’t just leave your enterprise alone and hope for the best. You have to learn which marketing tactics will be the most efficient to promote your business, in order to attract potential customers to your page to buy your products.
A popular option is to use paid ad campaigns, but paid ads aren’t exactly simple or monolithic. There are a number of different options that you can choose from, and it’s worth putting some time into researching the right options for you. Here’s how you can start that process.
Engage a paid ads agency
While it’s possible to research and launch paid ad campaigns independently, professional guidance can significantly improve your outcomes. An agency that specializes in marketing for Amazon brings deep platform expertise and strategic insights, at the very least for some initial advice on what kind of campaign will be the most effective.
A specialist agency will have inside knowledge of Amazon and understand how to target your products effectively to ensure you achieve good sales growth. They will also know how to achieve accreditations such as the Amazon Best Seller badge for your product and how to harness their benefits.
Sponsored products
An easy way to start your paid ads process is to pay for sponsored products. Essentially, this will place your product higher up in search results and on various product pages, making it more likely that people already on Amazon will click on your page.
They’re quite easy to set up on Amazon, and you get to benefit from Amazon’s own insights on your target audience. You might not be able to reach quite as many people as on Google, but with over 300 million users, Amazon is still a great place to advertise your products internally.
Consider other platforms
Based on your understanding of your target audience and the kinds of platforms they tend to use, you can expand your use of paid ads. Google ads can be a great way of getting people from Google itself to your Amazon page, but it’s important that you understand how to go about setting these ads up effectively.
Start off small, and measure the success of your ads — you’ll need to decide on a range of key performance indicators (KPIs) beforehand. These could include metrics like Advertising Cost of Sales (ACOS), Return on Ad Spend (ROAS), Click-Through Rate (CTR), and overall conversion rates. Tracking these will help you determine whether your campaigns are achieving a profitable return.
If your ads are meeting or exceeding your target KPIs, you can then decide whether to expand your approach by increasing budgets, testing new audiences, or running additional campaigns on other platforms like Facebook or Instagram.
Test and optimise
Lastly, all that’s left to do is test your results and optimise your ad campaigns. Make sure that you perform regular performance reviews on important metrics, from CTR to conversion rates.
Testing could involve trying out different tactics, such as adjusting your bids on high-performing keywords, refining your product titles and images, running A/B tests on ad creatives, or experimenting with different targeting options. Over time, you’ll start to build a clearer picture of what drives the best results for your specific products.
You’ll want to carry on repeating this process for as long as you continue using paid ads, to ensure they remain as effective as possible.
Paid ad campaigns can be an incredibly effective way of promoting your Amazon business, but only if you set yourself up for success. By doing market research, consulting a digital marketing expert, and continuing to test and refine your results, you should be able to do just that.
