ASIN advocacy and cross-promotion

Most Amazon advertising impressions come from product pages, however, very few sellers take advantage of an ASIN defense and cross-promotion strategy.

1. ASIN Defense Strategies with Sponsored Products

Creating defense campaigns with spondored products and cross promotion is quite straightforward, as it has a predetermined list of targets. Here are some different ad group strategies that we can choose from:

Focus on all products

Typically bids less than other ad groups. There are many product page locations so it can help to fill up the carousel more with our own brand. If the products are very similar, this may be the only necessary ad group.

Focus on main product

Top-of-the-line products with high ratings. Strong offers with good conversion rates. The goal is to get star products in front of buyers who are not committing to weaker offers, while pushing competitors with strong offers aside.

Substitute focus

We will use this strategy when we have enough different ads for one type of product. Direct substitutes perform better than more diverse cross-category ad/targets.

Complementary focus

We use this strategy to complement substitute products. It is usually used when there are not many substitutes and the cart cannot be filled with products from the same category.

2. ASIN Defense Strategies with Sponsored Display

A great opportunity that most sellers miss is taking advantage of Sponsored Display’s product targeting for ASIN defense/cross promotion. Because SD locations are so prominent, conversion rates are extremely high. As an additional advantage, there are not as many sellers taking advantage of Sponsored Display, so the CPC is typically lower than other ads.

Taking advantage of Sponsored Display for cross promotion is relatively easy: We reflect Sponsored Products campaigns. Doing so provides two benefits: 1. Ease of creation – we have already designed the Sponsored Products campaigns, so we reuse the same structure; 2. Data integration – when SP and SD campaigns, ad groups, ads, and targets are aligned, performance can be evaluated (combining data for better decision making).

3. ASIN Defense Strategies with Sponsored Brands

There are fewer product-targeting positions for Sponsored Brands than for Sponsored Products, but Sponsored Brands cross promotion campaigns still tend to work well. As with sponsored ads, we have observed that there are fewer sellers and agencies taking advantage of Sponsored Brands product targeting.

The most accurate product placement for Sponsored Brands appears under the “Customers also bought” section on the product detail page. This placement is advantageous because it is immediately next to the product. However, it is also more expensive because it is a prime location.

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