Amazon Targeted Ads campaigns are a common practice Amazon sellers use to target specific keywords to create ads for their products that appear in top search results.
Still, most sellers struggle to optimize their Amazon Targeted campaigns. Developing and launching campaigns is easy; the real difficulty is optimizing them to ensure efficiency and performance.
At this point, sellers can make decisive mistakes, which can increase their advertising cost of sales (ACoS) and impact ROI.
Even if you launch an innovative product with great listing copy, you still need a prolific strategy to get the most financial benefit from your Amazon PPC ad campaigns.
How to Strategically Run an Amazon Targeted Marketing Campaign?
With the above points in mind, we’ve prepared a valuable guide for Amazon sellers with proven Amazon Advertising methods for success in 2022. These tips can increase your traffic flow, sales, and brand exposure. let's start!
Organize your keyword structure
If you're a new seller on Amazon, start your PPC journey by adding long-tail keywords. After you’ve had significant sales and brand recognition success by using long-tail keywords, look for generic, most-searched keywords. Now you must be thinking, why is this happening? Here's why:
First, as a new Amazon seller, you cannot compete with potential players on Amazon by using high search keywords. If you spend money by bidding on high competition keywords in the initial stages of your business, you will end up losing money without getting any positive results.
Second, let's say you manage to get ad impressions. In this case, the chances of getting sales are low because your competitors have a good reputation in the market for those high search keywords.
So the plan is simple: start by focusing on long-tail keywords, and there will be little resistance to ranking your Amazon seller account on those phrases. Once your brand awareness increases and starts driving sales, move on to the advanced steps of adding next-level keywords.
Suppose you decide to sell pet collars on Amazon. Start your campaign by adding a long-tail keyword such as "handmade pet collars with symbols" or another long-tail keyword, depending on your product specifications.
As you increase your brand exposure with these long-phrase keywords, start adding a few generic sets of keywords. Like "pet collar cat" or "handmade pet collar". With every step you take after receiving an effective response that leads to a larger business, adding next-level keywords will increase your visibility among consumers.
Finally, choose your most searched keywords, like "pet collars" or "cat collars." You can launch multiple Amazon targeting campaigns to determine which keywords perform best for your business growth.
Combining product changes to improve brand performance
Products with multiple variants are itemized as sub-ASINs. If you develop separate campaigns for each variation, it will consume your maximum budget, and your variation products may end up competing with each other for advertising. It is also known as product cannibalism and should be avoided in Amazon PPC campaigns.
An excellent strategy that can be prolific in this situation is to group individual product variants into a single package and sell them on Amazon with a unique ASIN.
For example, you sell a pickle jar with five different flavors for $10 each. It's best to combine these pickle flavors and sell them in packs of 5 for $50. After practicing this strategy, you can achieve:
Increase brand awareness on the Amazon marketplace.
Your PPC budget will be saved by focusing on a single product rather than individual variations.
People love package deals on Amazon, which increase the chances of converting.
Average Order Value (AOV) will increase.
Target indirect keywords to increase brand exposure
Are you confused about this? Most Amazon sellers don't know that your product display can significantly affect your rankings. Highlighting the features and benefits of your product in a unique and compelling way can grab your audience's attention.
If you target indirect keywords for your products in Amazon PPC ads, you can win the competition to rank . Sometimes Amazon customers are looking for solutions rather than products. They don't know what to buy unless they find the one they desperately want.
What can you do here? Find solutions that the products you offer can solve and include them in your targeted campaigns.
For example, you sell roasted coffee beans on Amazon. In addition to adding relevant and long-tail keywords to your Amazon targeted campaigns, use alternative keywords like “diet pills” or “coffee beans for diabetics.”
The list above is an example. You have to do systematic research to find the solutions customers are trying to find about your product and incorporate those solutions into your ads accordingly.
You can analyze the list of leading competitors and extract the advantages that can give an advantage in advertising.
Takeaway: Points or benefits that you include in your targeted campaign, make sure to mention them in your product listing.
These points are critical to persuading visitors to inspire their purchase intent—by adding a broad range of potential keywords, your brand exposure on Amazon will skyrocket.
Pricing-based ad group adjustments
Suppose you sell three similar products with different ASINs on Amazon. Let's say these products are A, B, and C, priced at $15, $20, and $55, respectively.
Let's say you activate Amazon Sponsored Product Ads and add all three products to the same ad group. What if you spent $5 to generate sales per product? In this case, your ACoS will look like this:
ACoS formula = total ad spend / total sales
Product A = 33 %
Product B = 25 %
Product C = 9 %
Product C has the lowest ACoS of all products. However, the ACoS for the entire group appears to be around 22.3% due to the high advertised cost of sales for A and B products.
What should you do now? Consider putting products with high ACoS (A and B) in the same ad group and products with low ACoS (C) in another ad group. Therefore, Product C's ACoS will not be affected and will give you more control over your advertising budget.
A similar strategy applies to sub-ASINs with different prices. Run the campaign separately for high-priced variants that have low ACoS and give you high returns. Make sure to maximize your ads for these profitable peak products.
Structure your campaign based on product performance
Campaigns are primarily built based on keyword performance. Any keywords that lead to conversions in an automated campaign will be adjusted to include an enforced keyword match type to control the overall budget.
This is a great strategy to improve your product's ranking on Amazon, but at the same time, managing ACoS becomes tricky because few products sell after multiple clicks. So instead of building campaigns based on keywords, create them based on product performance.
Let's say you include six products in your campaign, three of which have an ACoS of 55% and the others 10%. Three products with high ACoS are increasing your advertising costs. What should be the actual method here? Create separate campaigns for those products with low ACoS.
The benefits of this step are:
Overall, ACoS will be reduced by including separate activities for better and lower performing products.
Your advertising budget will decrease and the performance of your Amazon Targeted campaigns will improve.
Important: Amazon's A9 algorithm analyzes click-through rate (CTR), conversion rate, product sales, and many other factors to determine product rankings. If you put all your eggs in one basket (put all products in the same campaign), the algorithm will analyze the average performance of the overall product. Building activities based on product performance can provide extraordinary returns.
Understand the buying behavior of your target audience
This is an amazing statistic, 63% of consumers start their shopping journey with Amazon. This means that Amazon has a huge customer base and being an Amazon seller is the most rewarding career business opportunity. Therefore, understanding the consumption behavior of such a large audience can provide unprecedented advantages.
Knowing your target audience is an essential catalyst for them to click on your ad. Knowing their demographics (gender, age, location, etc.) allows you to create productive campaigns.
Assuming your target audience is 20 to 35 year olds, the best time to show your product ad is probably the evening when they have time to search on Amazon.
If you're targeting the 35-55 age group, the best time to run your ad may be midday. However, it depends on the location you choose. This is just a hypothetical example to give you an idea of the concept.
To get a general rule of thumb, run your campaigns at different intervals to find the potential times for maximum conversions. Once you've identified that specific time interval, bid aggressively at that specific time to get the most out of your Amazon targeted campaigns.
Get help from a marketing agency or PPC management tool
There are several tools on the market for managing your PPC campaigns. You can search online for the top Amazon PPC management tools . These tools can help you automate bidding, block low-performing keywords, and more. They can significantly increase the ROI of your advertising campaigns. These are smart tools specifically designed to help you run your Amazon PPC campaigns.
Suppose you want to turn your attention to thinking about some important business perspective rather than tackling a PPC campaign and handing the job over to a credible marketing agency. Handing over your PPC management services to a leading marketing agency can bring you extraordinary returns.
Why invest in Amazon PPC campaigns?
Sponsored Products target the exact audience who search for your product with relevant keywords. It's not an expensive option unless you follow the potential methods listed above to run an Amazon Targeted campaign.
Don't worry; investing in a PPC campaign is not a gamble because you only pay when someone clicks on your ad. It inspires awareness of your product among new buyers, and you have an excellent opportunity to make them your regulars.
You can witness the use of Amazon Targeted Campaigns in almost every product category Amazon offers. The graph below shows the product category share of advertising spent on Amazon Marketplace.
Even leading Amazon brands are reaping huge benefits from using Amazon Advertising. Depending on your goals and budget, you can use any ad type for any product category.
in the end
Excellent! We've gone through a lot of good information on proven Amazon Advertising methods for success in 2022. You can practice these strategies and the results will be excellent in generating sales, reducing costs, improving product rankings, and increasing brand awareness.
American local buyers show video, main picture video, more cross-border e-commerce information Public account: cross-border video cici