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Amazon Advertising Strategy

Whether you're an Amazon wholesale seller or working with an Amazon marketing agency, an optimized advertising strategy is one of the most essential elements of a successful marketplace seller—and ultimately increasing sales on Amazon. However, creating an effective Amazon advertising strategy that actually generates a return on your investment is much more challenging than it might seem at first glance. In a world that is swamped with digital ads everywhere you turn, making your own ads stand out from the crowd can be a tall order. 

Let’s take an in-depth look at the various types of available Amazon advertising campaigns, how to go about creating a campaign that will maximize your ROI, and how an Amazon advertising agency may be able to help you make the most of your advertising resources.


Amazon Advertising Campaigns

When it comes time to create your first Amazon advertising campaign, you’re going to find that you have a wide range of options to choose from. While these options may be a little confusing to navigate at first, the good news is that they give you plenty of flexibility when it comes to developing your overall advertising strategy. 

To help you better understand the options that you have available, let's dive into the three main types of advertising campaigns that Amazon makes available to its sellers:

  • Sponsored Products - One of the most commonly used types of Amazon advertising campaigns, Sponsored Product Ads are displayed alongside organically appearing products across the search results page for a given search on Amazon. These ads are displayed based on the keywords that you choose, and you the seller are charged a set amount every time a customer clicks on one of your ads. For instance, if you create an advertising campaign that targets the keyword "sliding door hardware" and place a bid on this keyword of $1.50, your product will show up in the search results when this keyword is searched and you will be charged $1.50 every time someone clicks on your product. Sponsored Product Ads are a great first option for Amazon sellers who are just getting started with advertising on Amazon since they are relatively simple to understand and set up—and highly effective when done correctly.
  • Sponsored Brands - Sponsored Brand Ads are similar to Sponsored Product Ads in that they are both CPC advertising campaigns. Rather than advertising a single product, though, Sponsored Brand Ads are meant to build brand awareness by marketing your brand. This type of advertising campaign displays your brand's logo, a custom headline, and multiple products in each ad, and Sponsored Brand Ads are shown to customers who search for products similar to the products that your brand offers as opposed to being displayed when a specific keyword is chosen. It’s important to stay on top of your Amazon advertising as they continue to make changes and updates.
  • Sponsored Display - Formerly known as Amazon Product Display Ads, Sponsored Display Ads are ads that can be displayed to customers on web pages both on and off the Amazon platform. These ads allow sellers to expand their marketing approach and target customers in new locations. Sponsored Display Ads also allow sellers to target their ads based on customer demographics and shopping habits rather than being targeted based on a set of keywords (i.e. targeting ads to customers who have viewed products similar to yours in the past). Learn more about Amazon Display Advertising.


How to Create Your First Amazon Advertising Campaign

On the surface, advertising on Amazon may seem relatively straightforward—and while creating an Amazon advertising campaign is certainly a simple process, creating one that actually generates a significant return on your investment is an entirely different game. We’ll dive into how to get started utilizing the Amazon advertising platform to create your first advertising campaign:

  1. Sign into your Seller Central account. Since all ad campaigns are managed through this account, consider Seller Central to be your Amazon advertising login.
  2. Once you are logged in, navigate to the "Advertising" tab at the top of the page and choose "Campaign Manager" from the dropdown menu.
  3. From there, you will be able to choose the type of campaign you want to create then fill in important details for your campaign including its duration, budget, and how it is targeted.
  4. Once your campaign is launched, you will be able to return to this same page throughout its duration in order to check in on its performance.

Of course, learning how to develop an effective Amazon PPC management strategy that enables you to maximize your Amazon advertising revenue—and understanding the impact of Amazon SEO—is a much steeper learning curve than simply learning how to set up and launch your first campaign. Succeeding at advertising on Amazon requires you to constantly test and evaluate new approaches, including how your ads are targeted, when to launch campaigns, how much to spend on a campaign, and more. If you are looking for ways to reduce the amount of trial and error required before you start finding success advertising on Amazon, completing an online Amazon advertising certification program is an excellent option to consider. Another excellent option to consider is working with an Amazon advertising agency that will be able to help you fine-tune your strategy and maximize your early results.


Grow Your Sales with Amazon Advertising

Optimizing your Amazon marketing strategy on your own can often be a difficult, time-consuming, and costly process. However, the potential benefits of advertising on Amazon are simply too promising to ignore—for example, our partner Ultra Ankle saw an 80% YoY increase in Amazon sales from advertising.

At SupplyKick, our team of Amazon advertising experts work closely with our partners to develop an advertising strategy that is best suited for them, their budget, and their advertising goals. Connect with us to learn more about our Amazon consultancy services and how we can help you grow your Amazon sales with customized advertising strategies.

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