How to Formulate a Successful Amazon Advertising Strategy

Amazon is an incredibly competitive marketplace and it can often be difficult to make your products stand out from the competition and increase sales.

There are many ways to increase sales, from implementing a good repricing strategy to optimizing your listings for organic search visibility, getting more positive reviews, and improving your marketing efforts.

But advertising on Amazon is one of the best ways to get more eyes on your products and beat the competition.

People searching on Amazon are already in shopping mode. When they search Amazon, they’re often looking for something specific, or at least they’re researching and ready to buy if they come across something that looks good.

They are warm targets and all they need is to find what they are looking for. If you can get your product in front of them, there’s a chance you’ll make the sale.

However, formulating Amazon advertising strategies can be a challenge, especially if you don’t have any prior experience with marketplace advertising.

You don’t want to waste money on worthless clicks. Instead, you want to optimize your campaign and increase your profits as much as possible.

With that in mind, here’s how you can implement your Amazon advertising strategy and increase your sales in the coming months.

TL;DR

Start formulating your Amazon advertising strategy by defining your business goals.
Consider the different advertising options available and choose the most appropriate one based on your goals.
Set a budget and determine the products you want to promote.
Don’t forget to optimize your listings to take full advantage of the traffic you drive to them through your ads.
Do detailed keyword research to make sure your ads are showing for the right terms.
Keep testing and optimizing your campaigns to keep improving them.

Step 1: Set your general goals

Every good Amazon advertising strategy starts with formulating general business goals. You can’t start advertising until you know what you want to achieve.

The objectives can be divided into two key areas:

Get more sales for specific products.
Greater brand visibility.
But that’s just the beginning. If you want to get more sales for your product, you need to consider which products you want to increase sales and why.

Are they new and not for sale? Want to increase sales of your best selling products? Do you have excess stock that you want to move?

If you are aiming for greater brand visibility, do you want to target new customers? Or do you want to reach out to existing customers and strengthen brand loyalty?

Your business goals are the foundation of your Amazon advertising campaign because you can align them with your goals. This will ensure that you spend your advertising money in the right way and avoid unnecessary waste of money and time.

Step 2: Choose the right advertising option to meet your goals

Now that you have a clear understanding of your business goals, it’s time to look at the different options for advertising on Amazon. You can then choose the right type of Amazon advertising strategies to meet your goals.

Amazon has several advertising solutions. Some of them are only suitable for larger businesses with bigger budgets. However, there are several options that you can choose from as an SMB depending on what you are trying to achieve.

The main advertising options are:

Sponsored Products
Sponsored brands
Sponsored display
These are all PPC advertising options, so you only pay when someone clicks on your ad. But you pay whether they buy or not. Let’s take a closer look at all three.

Sponsored Products
Sponsored Product Ads are the main type of advertising on Amazon. This is the advertising option that most new advertisers will use.

These ads are used to promote specific products. Amazon displays your ads in several places, including above search results and in other listings.

You can target ads based on search keywords. That is, the terms that customers use to search for a product on Amazon, as well as how you optimize your listings for search terms.

Or you can target your ads to other products. So if there is a similar product, you can target the ASIN. You can also set ads to appear on competing product pages.

These are useful if you want to increase sales and improve the ranking of specific products you sell on Amazon.