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Amazon has truly changed the way we shop. It has become an integral part of our lives, allowing us to purchase almost anything without ever having to leave our homes. From clothes, books, electronics, and more - Amazon has it all! This is why it's no surprise that 80 million Americans are Amazon Prime members - that's more than the number of people who live in Australia and Brazil combined! It's no wonder that Amazon has become a desirable platform for businesses to advertise on.

However, with so many different options, getting started can be overwhelming. That's why we've created this ultimate Amazon Advertising guide for beginners. This combined with our comprehensive Facebook Ads for Amazon products guide can prove to be the competitive advantage you're looking for. Let's jump-start your journey into Amazon Advertising.

In this comprehensive guide, we'll cover the following topics:  

By the end of this amazon advertising guide, you will have a thorough understanding of the basics of Amazon Advertising, and you'll be ready to launch successful campaigns to help your business grow. Get ready for success!

Understanding the Basics of Amazon Advertising  

At its core, Amazon Advertising is a pay-per-click (PPC) advertising platform that allows businesses to promote their products on the platform. This means that when a potential customer clicks on your ad, you’ll be charged for it - hence the term “pay-per-click.”

Ads are displayed in the form of sponsored product listings, banners, and other forms of display ads that appear on product pages, category pages, and search results. Amazon Advertising also allows you to target specific customers with ads based on their shopping behavior, interests, and demographics.

Amazon Ad Types

There are two main types of Amazon Ads that you can use to promote your products.

Sponsored Products  

Amazon Sponsored Products are the ads that appear on product pages, search results, and in banners. They help increase visibility, drive traffic to your items and increase visibility for related queries. You can target customers by the keywords they use in their searches, product category, or brand name.

Sponsored Brands

Amazon Sponsored Brands are the larger ads that appear at the top of search results. These allow you to use images, logos, and text to create a more engaging ad. In addition to increasing visibility and sales, they also help build your brand identity, recognition, and trust among buyers.

amazon sponsored brand ad

In addition to search ads, Amazon also offers Sponsored Display ads and stores. These are more advanced and require more resources, but they can be very powerful when done correctly. If you're a brand looking to grow your product on Amazon then SwiftStart can assist you to achieve your business goals. You can schedule a free Amazon account audit and talk to our experts now!

Here's an example of what sponsored display ad looks like.

amazon sponsored display ad

How Does Amazon Advertising Work?

Amazon Advertising is an auction-based system similar to Google Ads. This means advertisers compete with each other for ad placement, and the highest bidder wins. Each time someone searches for a keyword related to your ad, Amazon’s algorithm will determine which ads are most relevant and display those at the top of the search results. The amount you pay for each ad is based on a combination of your bid and how relevant Amazon believes your ad is to the search query. It’s important to note that higher bids don’t always guarantee placement, as relevance still plays a major role.

Now that we’ve covered the basics of Amazon Advertising, we can move on to setting up a successful campaign.

Setting Up A Campaign for Success  

When setting up your campaigns, it’s important to have a strategy in place. Here is a simple breakdown: 

Determine your Goals 

Start by defining the goals of your campaign. What are you trying to achieve? Are you looking for more visibility, traffic, sales, or all three? Once you know what you are trying to achieve, creating campaigns tailored toward meeting those goals will be easier. Amazon allows you to set your metrics and KPIs, so select the right ones that align with your objectives. 

Research Your Audience 

Know who your target audience is and what they are looking for. This can be done through keyword research, analyzing competitor data, or surveying existing customers. It’s important to understand the customers you are trying to reach so that your ads can be tailored to fit their needs. 

Create Engaging Ads  

Once you have your goals and audience in place, it’s time to start creating ads. To do this, use high-quality images, copy, and calls to action that will help draw attention to your products. Also, use relevant keywords throughout the ad, as this will help with relevance and impressions. 

Test and Optimize  

Finally, test your ads to see which ones work best. Amazon offers a wide range of performance metrics that can be used to track the success of your campaigns. Make sure to keep an eye on these and continuously optimize your ads to ensure the maximum amount of success. 

By following these steps, you can create powerful Amazon Advertising campaigns that will help drive more visibility, traffic, and sales. Whether you are just getting started or already have an established presence on Amazon, these strategies can help your business succeed.

Here's another comprehensive guide on Amazon 1p vs 3p to assist you in choosing the best way to sell on Amazon (according to your brand/business goals).

Five Common Mistakes Brands Make When Using Amazon Advertising 

In this Amazon advertising guide, we have discussed the basics of how to create successful campaigns but it's also important to avoid certain mistakes while setting up those campaigns. Here are five common mistakes brands make while running advertising campaigns on Amazon.

1. Not Utilizing Negative Keywords 

Negative keywords help narrow your campaigns' focus, ensuring you’re targeting customers interested in exactly what you offer. Not utilizing negative keywords can cause your ad to be seen by those that don’t match your target audience, leading to unqualified clicks and wasted spending. 

2. Not A/B Testing 

Many brands make the mistake of settling on a single campaign strategy and not testing others. A/B testing allows you to compare different elements of your campaigns, such as the headline and image, to see which works best. A/B testing helps you optimize your campaigns for the highest possible ROI. 

3. Not Taking Advantage of Automation 

Automating your campaigns helps to ensure that you’re always getting the best results from your Amazon Ads campaigns. Automation can help you optimize bids, create audiences, and more so that you don’t have to spend time manually managing each campaign. 

4. Setting and Forgetting Amazon Ad Campaigns 

It’s important to analyze and optimize your Amazon Ad campaigns continually. If you launch a campaign and don’t review the data for a few weeks, you could be missing out on valuable insights that will help you improve the performance of your campaigns. 

5. Not Running Ads Year Round 

Many brands make the mistake of only running their Amazon ads around holidays or other relevant times of the year. However, running campaigns throughout the year can provide valuable insight into seasonal and keyword trends. Not only can you identify what works, but you can also use that knowledge to inform how you might promote unexpected products or services. This can help you get more out of your campaigns, so don’t miss the opportunity to run ads year-round on Amazon.

By avoiding these common mistakes, brands can maximize their return on investment with Amazon Ads. Book a free Amazon account audit and let us help you grow and scale on Amazon within 60 days.

Amazon Advertising Guide - The Verdict 

Amazon Advertising is a powerful tool that can help brands succeed on the world’s largest eCommerce platform. By utilizing relevant keywords, testing, and optimizing campaigns, and avoiding common mistakes, you can create effective Amazon Advertising campaigns that will drive more visibility, traffic, and sales. We hope this amazon advertising guide has given you a better idea of how to use amazon advertising to create successful campaigns. Get in touch with one of our Amazon experts if you have any questions about Amazon advertising or want us to do a free 1-to-1 Amazon account audit for you. Check our Amazon Podcast and get exclusive insights on how to make Amazon work for you!

Check Out the Most Commonly Asked Questions About Amazon Advertising 

What are the different types of Amazon ads? 

Amazon offers several ads, including sponsored products, sponsored brands, headline search ads, and display ads. Each ad type serves a different purpose and has different targeting capabilities. 

What are the benefits of Amazon Advertising? 

The primary benefit of Amazon Advertising is that it offers access to millions of potential customers. Amazon Ads are also a great way to increase visibility and brand awareness as well as drive sales.

How do I optimize my Amazon Advertising campaigns? 

Optimizing your Amazon Ads is an ongoing process. You should continually evaluate the performance of your campaigns and adjust the settings accordingly. You should also take advantage of automation, A/B testing, and negative keywords to ensure your campaigns are optimized for the best results.

What are the 3 types of Amazon PPC campaigns? 

The three types of Amazon PPC campaigns are Automatic Targeting, Manual Targeting, and Sponsored Products. Automatic Targeting uses Amazon’s algorithms to target the most relevant customers; Manual Targeting requires you to select keywords manually, and Sponsored Products allow you to promote specific products.

If you want to boost your sales, Facebook ads for Amazon products are an ideal option. Create a community on the Facebook platform to converse with about your Amazon products and you’ll be surprised to see how much more traffic you can pull on your Amazon store. Through detailed targeting, sellers can attract a lookalike audience and users who are more likely to purchase. However, running Facebook ads for amazon products is a tricky task, especially if you are not aware of the nuances.

In this article, we’ll guide you through the know-how of creating Amazon Facebook ads and how you can enhance your product visibility and drive more sales. With these practices, you won't end up wasting your social media ad spend.

Why Facebook Ads?

Before moving forward, let’s find out why you should care about Facebook ads in the first place.

Facebook is a great social media platform to enhance your Amazon business in different ways and the most crucial one is external traffic. Acting as an additional sales channel, the platform opens up your products to a much wider audience. It also increases the probability to make a lot more sales as compared to using Amazon itself alone. With more than 2.93 billion users on Facebook all over the world, you can make your product reach about anyone.

With the new sales channel and increased audience, you can not only grow your cash flow and sales but your ranking on Amazon as well. Amazon also tends to prefer products that get sales from different traffic sources. Traffic from diverse sources is a sign of popularity and Amazon gives popular products more visibility compared to others and places them higher on Amazon search. Higher rankings on Amazon lead to more organic traffic and thus you get incredibly valuable organic sales.

Another reason to prefer off-Amazon traffic sources like the Facebook channel is that it allows you to build your own customers. When you’re selling on Amazon, you don’t get your customers. The customers are buying the product from Amazon. Amazon collects their contact information and can market to them directly. The platform can also take away your customers at any instant.

You can’t get any kind of contact information for people who buy from you through Amazon. The only way you can get their information is to have them first on another channel and get their phone number or email before they reach Amazon. Once you have a customer list, you can use it for email marketing, audience building, or even selling on your own site. Thus, you can put your business in a much more stable position.

Things You Need for Amazon Facebook Ads 

There are different things you need first before getting into how to place Facebook ads for amazon products:

On your landing page, always include a link to your privacy policy as some buyers are cautious about giving their emails to Amazon sellers before they buy a product.

You can also include other links that lead the customers toward your other products or to your personal website. All these links must be relevant to your products and services.

How to Run Facebook Ads for Amazon Products That Move Needle?

Facebook ads need experience. Beginners can run into some common mistakes, setting them back and resulting in a lot of wasted ad spend. Below are some keys for a positive ROI, even if you’re totally unfamiliar with Facebook ads.

  1. Product Page Optimization

One of the biggest mistakes Amazon sellers make is running ads on a product page that is not properly optimized. It is just a waste of ad spending. Moreover, you might also end up driving traffic to your competitors.

Before running paid ads for your Amazon listing, ensure that the page is optimized for conversions. Your listing copy must be easily readable and vividly convey your product’s use cases and benefits. Also, images must be clear and show the product in a good light. If your listing is just stuffed with keywords, you are just going to lose traffic.

  1. Qualify Your Audience

People tend to make a sales funnel as short as possible, such as a Facebook ad with a link to the Amazon product page to get as many conversions as possible. But that’s not a good idea. 

The traffic on Amazon is of very high buyer intent. People come to Amazon when they want to purchase something. It means the average conversion rates are extremely high on Amazon as compared to any other online platform. Therefore, when you send traffic to the product page from outside Amazon, that traffic often converts at a lower rate as compared to the average conversion rate on Amazon. Thus, when you send people right to the product listing, it hurts your overall conversion rate.

So, unless the traffic you’re sending has a higher buyer intent, you need to use an intermediate step, like a Messenger bot or a landing page. Use this intermediate step to give more information about your product before giving a link to Amazon. People who are not ready to buy and were mildly interested will leave at this step, never actually reaching Amazon. While others with the intent to buy, click through the product page. It gets you a higher conversion rate sending a positive signal to Amazon.

  1. Gather Contact Details

Driving traffic from outside Amazon helps you collect contact information of customers and you can build a list. While running Facebook ads, don’t miss this opportunity. Facebook ads are expensive and it is quite tough to run ads to make a profit while keeping pricing competitive on Amazon. 

But the value you get in return from Facebook ads is more than just a dollar in profit. Each email subscriber you get can offer a certain amount of value in the future and that’s where your ad spend investment is going. You can build out your Facebook ads funnel as follows:

  1. Offer Discount

A lot of popular Amazon marketing agencies focus on this a lot. When we are on Facebook, we see a lot of ads. People scrolling on Facebook are also very rare in the buyer’s mindset.  You need to grab their attention by providing something that makes your ad stand out and makes the mindlessly scrolling person want to buy your product.

A discount is a great way to get the audience’s attention and it is a valuable step while learning how to do Facebook ads for amazon products. People love discounts. An ad saying “Get 25% off on a Product” is much more effective than one just saying “Buy this Product.” By offering discounts, you give your customer a real incentive to click through, and there is less dependency on the features and benefits of your product to convince them.

  1. Test and Optimize

Another Facebook ads misconception is running a campaign for a short time, observing few results, and claiming that the channel is a failure. Facebook ads need a number of testing and optimization and with that, you can improve your results and also cut down the costs over time. You need to test certain things like different images, audiences, different styles of copy, and even different funnels such as Straight to Amazon vs Messenger vs Landing page. Then see which ones are bringing you the best results.

For this, you need a decent amount of budget to play with before getting into Facebook ads for Amazon products. If you want to spend little money and get a positive ROI, you better invest the amount into Amazon PPC instead.

  1. Retargeting

Retargeting is a crucial part of every digital marketing strategy. It means to show ads to the audience who have taken particular actions in the past, such as making a purchase or viewing a page. It is a powerful strategy because those people have already taken actions showing that they have some kind of interest in your business. By creating audiences based on their actions, you can make extremely targeted ads, as compared to the one that treats everyone the same.

A good strategy for retargeting is to run ads to a broad audience with no discount, just a landing page that promotes your product at full price. Next, target the audience who visited your page and didn’t click through with a small discount, such as 15% off. After that, retarget people who visited again but still didn’t click through, even with a larger discount. 

It is the perfect way to maximize the profit you get from your ads, by first capturing the full-price sales from the audience who are willing to buy without a large discount.

Conclusion

Facebook ads can be a powerful growth lever for your Amazon business. With a successful strategy, you can not only grow your visibility and cash flow but can also build key assets for your business which includes an email list. 

If you have more questions regarding running Facebook ads for Amazon products, subscribe to SwiftStart Newsletter and Podcast. Or you can even share some helpful information that you might know.

Want to Know More About Facebook Ads for Amazon Products?

How much does a Facebook ad for Amazon cost?

There are two metrics according to which Facebook bills advertisers: Cost-per-Click (CPC) and Cost-per-Thousand-Impressions (CPM).  The cost of Facebook ads depends on your campaign objective, bidding model, and industry. If you’re using CPC, Facebook ads cost around $0.94 per click. Contrary to that, if you use CPM, Facebook ads cost around $12.07 per 1000 impressions.

How do I track my Amazon conversions from Facebook Ads?

There are a number of ways to track Amazon conversions from Facebook ads:

Looking for an Amazon success partner? Get in touch for a free one-to-one consultation with our Amazon Gurus.

Gone are the days when customers were instantly impressed by the outlook of products and impulsively decide to buy products without having to investigate thoroughly about their features and benefits. Instead, they go through several online platforms to confirm if they can really get from the products what they are looking for. And thus, their buying behavior has led marketers, especially who are selling on Amazon, to curate the marketing strategies that can help them build brand awareness through Amazon advertising.

Now advertising on Amazon is not just restricted to achieving direct response goals. Rather, it requires to be focusing on the brand-building potential that can eventually lead to having increased sales.

But how can you increase brand awareness to be successful on Amazon? In this blog post, you will look at some extremely effective ways that can help you increase brand awareness through Amazon advertising.

Amazon DSP Advertisers - A key To Increase Awareness and Consideration Using Amazon Advertising

If you want to reach more people who visit Amazon, then using their own proprietary DSP is an excellent way for your marketing campaign. The platform offers detailed segmentation and targeting options so that marketers can target customers based on what they've purchased before. And it’s done all while delivering high-quality advertising at relevant moments throughout each user session!

The way to be successful in marketing is by utilizing the power of a DSP. The Amazon Demand-Side Platform allows you not only to target display inventory both on and off Amazon but also provides tools that can help with campaign optimization so your campaigns will have better chances at being profitable!

We studied some Amazon DSP advertisers and the results showed that they increased their expenditure on campaigns from 26% to 6% in a year. And these campaigns were mainly targeting building awareness and consideration.

When you invest in a brand awareness campaign, not only do people know about your company but they also start to see the value and reliability that comes with investing their money into something worthwhile. Thus, investing in a well-executed brand awareness campaign can have the effect of driving more customers to purchase your product or service.

Similarly, there’s also a significant increase in the total DSP purchases which are associated with brand advertising that undertakes new-to-brand metrics. Moreover, these metrics help identify customers that have not purchased in the last twelve months from a brand on Amazon.

Investing in Amazon advertising

It's no secret that investing in campaigns to build brand awareness can lead to more sales. This is because people are purchasing from brands they know, rather than picking one out at random and having never heard of them before!

It is no secret that in this era, people are likely to be more skeptical of new businesses they come across online. One way around having an uphill battle trying to get people interested is through investing time into building your brand awareness. And it must be done before even launching any campaigns aimed at attracting customers and standing out amongst your competitors!

With Dynamic Ecommerce Ads, advertisers can create purchase-focused campaigns that focus on building the brand. However, it can be effectively done with static banners and lifestyle images for a more immersive experience. That is extremely important for marketers who want their messages heard loud and clear about what they deliver to the customers.

If we look beyond Amazon DSP, Amazon's Sponsored Brands program is also very successful and therefore advertisers are finding innovative ways to reach their audiences through this new platform.

Amazon Sponsored Brands Program

With the new metrics, you can now track your campaign's success by looking at different KPIs. The Amazon Sponsored Brand ad format will give advertisers a better understanding of how they are doing in terms of impressions and clicks on their product pages - as well as other placements.

According to a study, advertisers' share grew from 58% to 60% in the last quarter. This is an encouraging sign for new brands looking into Sponsored Brand advertising.

The information uncovered in this study gives insight into how new-to-brand share moved during the core weeks of the winter holiday shopping season. It seems that consumers were more likely to buy from a company they had never heard of before or seen commercials for. It means there's a potential worth exploring these avenues further with your marketing strategy!

This is why it seems that buyers are more willing to purchase products from brands they haven’t bought anything recently or in at least a year during the holidays.

The holiday shopping season is one of the most important times for retailers, and it's crucial that they know how much profit to generate during a season. 

The days when people would simply wander into your store and buy something are long gone! You need a proper plan if you want any chance at success, so be sure to think about what products or services will sell best. And design an advertising campaign based on your goals.

Brands looking to reach new customers should pay extra close attention and adjust bids to make sure that ads are reaching the competitive top-of-page placements.

Wrapping Up: 

The last few years have seen a major evolution in the way advertising is being used on Amazon. Those that are able to take advantage of the brand-building potentials offered by both Amazon search and display formats will be able to maximize their output from advertising on this platform. Marketers who don't do so have a harder time competing moving forward, as those with more budget or skilled teams should already know about these benefits!

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