In today’s blog post, we have put together 10 Amazon Advertising tips for 2020 which will help to make sure you’re getting the most impact from your campaigns.
As Amazon grows steadily as a company, it is hardly ever the same from from one week to the next. Only this year, we’ve seen the introduction of new ‘Campaign’ advertising reports and many other changes or updates.With all these changes, it’s hard to keep track of best practices and the most effective implementations for your products.
Now, you may have probably realized your sales are going up and down with no steady rhythm, ACoS are increasing and impressions decreasing, so it’s about time to give your ads an update with our best tips:
1. Add a minimum of 30 keywords per ad group
With Google Ads, it’s typically recommended that you don’t exceed 20 keywords per ad group in order to maintain relevance. However, the Amazon algorithm works differently and it’s beneficial to catch more a bigger net. According to Amazon, it is recommended a minimum of 30 keywords per ad group.
2. Implement ‘Suggested Bid’ to help set competitive bids
Even if they are close to Amazon’s keyword suggestions, Suggested Bids are not a random value. In fact, they’re actually based on competitor data,market saturation and search volume, They’re updated on a daily basis, so have a check on them frequently to see how your current bids compare.
3. Start with broad match campaigns
Until you get a clear idea of the terms customers use to find your products, a great way to start with is with broad match campaigns since your ads will actually show to people who use your exact keyword as well as related words and close variants. If your keyword is ‘lemon juice’, for instance, your ad will show for ‘lemon tea’, ‘lemon and orange juice’ and ‘lemon fruit’ ’.Hence, Broad match allows your ads (and products) to be displayed in front of a broader set of people.
4. Don’t have phrase match keywords
On the other hand, phrase match keywords aren’t really necessary. Following the search term isolation approach, the broad match campaign is used for researching and the exact match campaign is used to generate conversions. Hence, adding phrase match keywords on top of this isn’t going to generate any additional benefits.
5. Utilize negative keywords
Negative keywords are handy if you find yourself bidding on non-converting or low-converting keywords. Amazon Sellers can pick either exact match or phrase match negative keywords, which allows work smarter.
6. Place top performing keywords in your listing copy
As we already mentioned in previous blog posts, the Amazon Advertising bidding process is composed of the amount you bid and relevancy. Having top-performing keywords in your listing copy will help regards the relevancy aspect of this bid. This requires using them in your title, backend and bullet points search terms.
7. Place your dynamic bids ‘Down Only’
Using dynamic bids allows Amazon to bid up to 100% more or 100% less when it predicts someone is about to make a sale. When used together with placement bids you may end up bidding up 20 times higher for your bids, which is a risky approach since using ‘Down Only’ dynamic bidding can generate the highest CPC, ACoS, and conversion rate.
8. Register for Brand Registry
Seller Central users can run two types of ads within the Amazon platform: Sponsored Products and Sponsored Brands. For the latter, you need to register with Amazon Brand Registry. To be allowed to this programme you need to have a registered trademark. Sponsored Brand campaigns entitles sellers to show a set of products, as well as their logo and a headline. So they’re in fact great when launching new products and to increase brand awareness.
9. Bid both on broad keywords and USPs
For the vast majority of products, your USPs will be very niche. As a matter of fact, this means that not so many people will be searching for them on the Amazon marketplace which is why it’s a good idea to bid on broad keywords as well as USP keywords. Doing this will definitely increase your product’s chance of displaying.
10. Start targeting relevant categories
In 2019, Amazon enabled the creation of Sponsored Product campaigns that exclusively target products, rather than keywords. Within product targeting, sellers can bid on specific ASINs and categories. So, by bidding on significant categories, you’ll be able to increase your products category ranking, which will in turn help you win visibility.
