Things to do Before Launching an Ad Campaign on Amazon
Are you an Amazon seller? Have you set up and launched your first product? Are you in the process of launching an ad campaign?
Selling on Amazon opens up a wide opportunity to reach and market your products to millions of customers. Amazon has an inbuilt ad program for sellers to advertise their products. This way, you can compete with the existing sellers.
Eligibility requirements
Professional selling account
At Amazon, only professional sellers are allowed to run ad campaigns. The plan comes with a $39.99 monthly/fee. Professional sellers have many benefits, including unlimited inventory for FBA, unlimited listings, etc.
Buy Box
The buy box is an essential factor to run ads on Amazon. Check whether your listing has a buy box or not.
If not, you cannot run ads on Amazon. Many new sellers who do FBM often encounter the buy box issue. You can contact Amazon support and discuss the resolution.
Generally, FBA listings have a buy box. So, it is not a big concern for FBA sellers.
Before starting an advertising campaign, you should check the following points.
What to do before starting an Amazon ad campaign?
1. Competition Analysis
Search for a product based on a keyword on the Amazon search. You will see several listings. Open them and prepare a list.
See their pricing, product title, image set, Amazon A+ content, etc. This will help you get the most from Amazon Sponsored Products ads.
Also, check if they are running a coupon deal or a discount to attract more sales. Adjust your pricing, and run a discount promo code on your listing to compete with them better.
2. Keyword research
Do an in-depth keyword research and prepare a set of 35-40 keywords. Include both long and short-tail terms that users write on Amazon to find your product. You can do it manually through a spying competition listing or the Amazon search box.
Also, there are tools available in the market for Amazon keyword research. List out both high-volume and low-volume keywords. Also, check for occasions or events where your product is a great fit. You can use them to have an even broader audience reach.
Using the tools, you can get an idea of the PPC bid for every keyword. This way, you can smartly set a daily budget to get the most impressions every day.
3. Listing Audit
Check your listing and audit it. Think as a user, find some FAQs through Google. Check whether you have answered or placed all the information in the listing or not.
Also, fill out as many attributes as you can in the backend. This will help you optimize the listing better.
4. Amazon A+ Content/EBC
If your brand is enrolled in the brand registry program. Then, you must design Amazon A+ content and add it to the listing. Many sellers who added Amazon A+ content on the product listing detail pages have gathered more conversions.
5. Target Type and Match Type
When you create a campaign, Amazon asks you to select the ad target type. You have two options: Auto targeting or manual targeting.
In auto targeting, Amazon displays the ad on the best-matched keywords. In manual targeting, you will input several keywords set to Amazon to display ads on.
The Amazon match type option is available in manual targeting. Here, the seller needs to set the keyword type as exact, broad, or phrase match.
Once you make these selections, you can then run ads on Amazon.
