A Comprehensive Guide to Advertising on Amazon

Have you considered advertising on Amazon to increase sales and exposure for your products? Amazon advertising can be an effective way to reach their hundreds of millions of users worldwide. However, setting up successful Amazon ads requires some know-how.

In this in-depth guide, I will walk you through everything you need to know to advertise successfully on Amazon. I’ll cover the different ad types available, how to set up campaigns, tips for optimising performance, and answer some frequently asked questions. By the end, you’ll have the knowledge to promote your products on Amazon and boost your sales.

Let’s get started!

The Basics of Amazon Advertising

Amazon offers several types of paid advertising to promote products in their store. The main ones are:

• Sponsored Products: These ads show up on relevant product detail pages and search results. They allow you to bid on                                                       related to your products.A sponsored product example
• Sponsored Brands: Like Sponsored Products but for brand names rather than specific products. Good for building your brand awareness.Example of a Sponsored Brand ad
• Display Ads: Banner and text ads that appear on Amazon pages targeting specific audiences. Can be location-based or interest-based.
• Amazon DSP (Demand Side Platform): Programmatic platform to buy display ad inventory from Amazon and third-party sites. Targets users based on browsing behaviour.

The types you choose will depend on your specific goals, like increasing product sales, boosting brand exposure, or retargeting website visitors. Let’s dive into setting up a campaign.

Setting Up Your First Amazon Advertising Campaign

To get started, log into your Amazon Seller Central account and go to the “Advertising” section. Here, you’ll be able to manage all your current and past campaigns.

To set up a new campaign, click “Create New Campaign.” Choose your campaign type; we’ll use Sponsored Products as an example.

Next, choose the products, keywords, and bidding settings for your campaign:

• Products: Select the ASIN (Amazon Standard Identification Number) of the products you want to promote.
• Keywords: Enter relevant keywords and keyword groups to trigger your ads. e.g. “dog toys,” “rope toys for dogs.” You can include or exclude specific keywords.
• Bidding: Pick your maximum CPC (cost-per-click) bid and daily budget. Generally, $1–3 CPC is a good starting point.
• Location/Device Targeting: Choose if you want to target certain countries, cities, or devices, like desktop vs. mobile.

When finished, name your campaign and launch it. That’s all there is to getting your first Amazon ads live! From there, you can monitor performance and optimise over time.

Tips for Optimising Amazon Advertising Performance

While setting up campaigns is straightforward, getting the most from your Amazon ads does require some refinement over time.

Test Different Keywords: Start broad and test long-tail, misspelt, and related keywords to see what performs best.

Adjust Bids Dynamically: Use Amazon’s automated bidding features or set bid adjustments based on time of day, device, location, etc. Higher bids mean higher placement.Example of adjusting bids on Amazon

Analyse Metrics: Closely monitor metrics like impression share, click-through rate (CTR), and conversion rate (CVR) to find underperforming areas needing improvement.

Use Negative Keywords: Add keywords for unrelated searches that you don’t want your ads to trigger unnecessarily.

Retarget Visitors: Setup retargeting Display Ads campaigns to reach people who visited your product pages but didn’t convert yet.

Evaluate Regularly: Campaigns need constant refinement. Pause low-performing ad groups and unoptimised keywords to optimise budgets.

With testing and optimisation, you can significantly boost results over time. Don’t hesitate to make changes based on your learning.

FAQs About Amazon Advertising

Here are answers to some frequently asked questions:

How do Amazon’s fees work? You only pay when someone clicks on your ad. There are no setup or monthly platform fees. CPC bids are typically $0.50–$3, depending on the product is an and competition.

What is the minimum daily budget? There is no minimum daily budget, but campaigns with very low budgets may see limited impressions and clicks. $10–50 per day is generally a good starting point.

Can I advertise products not sold by me? No, all ads must directly promote products you sell in your Amazon Seller Central account.

Can I use my own images and text? For sponsored products, the ad content is pulled directly from your product listing. For display or DSP, you can create custom ads and landing pages.

When is the best time to advertise? Most Amazon browsing and shopping occurs between 8 a.m. and 5 p.m. on weekdays in the user’s local timezone. So adjust bids accordingly to prioritise these times.

How long until I see results? It can take a few days or weeks to gain traction as Amazon’s algorithms learn about your campaigns. Stick with testing and optimising regularly for at least 30 days.

I hope this guide has equipped you with the knowledge to successfully launch and optimise Amazon advertising campaigns. Let me know if you have any other questions!

Key Takeaways

To summarise some of the most important points:

• Choose between sponsored products, brands, or display ads based on your goals.
• Set up campaigns by selecting products, relevant keywords, bidding settings, and targeting.
• Closely monitor metrics and test different keyword combinations.
• Use negative keywords, bid adjustments, and retargeting to optimise over time.
• Budget $10–50 per day initially and be patient, as results may take weeks to realise.

With the right testing and optimisation approach outlined here, Amazon advertising can be a powerful way to grow your business and turn customers into buyers. I wish you the best in leveraging it to boost sales.