How to Optimize Your Ads for Amazon

Michael Marchese
February 19, 2019
Product descriptions and keywords for amazon

How to Optimize Your Ads for Amazon

Michael Marchese
February 19, 2019

When you’re launching a new product and selling it on Amazon, you want to get as much exposure as possible. Amazon ads can elevate your product above the competition and help increase your sales and conversions. If handled correctly, it is a valuable and efficient service. If not, then you can end up spending a lot of money and get little return from it. There are ways for you to optimize your Amazon ads just like your PPC ads for Google.

Find the best keywords for product descriptions

When people go to Amazon, they use search queries to find products. These queries often include keywords that you can use to best show up in the search results. Keywords come in two specific types: short tail and long tail.
Short tail keywords are more general and may have a higher volume, but also higher competition. If you want to include these keywords in your campaign, then set the bids higher for them. These high volume keywords are likely the most common ones associated with your niche or product.
Long tail keywords are more specific, including more words, and tend to be less volume, but also less competitive and cheaper. You want to find keywords that have the lowest Advertising Cost of Sales. Add these keywords to your campaign or a secondary higher budget campaign to get the best bang for your buck. When you’re testing new keywords, be they short or long tail, it’s best to start with higher bids and adjust from there.
You will get a sense of where the bids are floating at and receive data on them faster, since they’re going to be used most often. Optimizing your keyword campaigns continues with testing different match types: exact, broad and phrase. It allows you to see which match type leads to the most conversions with the lowest spend. Learn more about keyword types and best practices from ADBADGER.

Let Amazon’s fingers do the walking

You can create an automatic campaign set up by Amazon that gets everything going for you, but you don’t have to use it for all your Amazon ads. You can let Amazon do the keyword work for you by downloading the keyword report and using their keywords.
This gives you the opportunity to create your own campaign around those keywords, but you still control every aspect from bids to overall budgets.
Amazon’s search term reports can also show you keywords that you don’t want to rank well for because they may not be associated with your product. These keywords can be negatively matched, so you’re not spending money on irrelevant keywords. Check the search term reports often for new keywords.

Your products promote ad success

Don’t treat your product listing as just a formality as it’s vital to your ad success. The listing should be informative and descriptive and filled with the keywords you’ve chosen for your ads. Why? Amazon sees these keywords and will bring your product and product ad up in search queries. Keyword optimization of your listing does double duty for both paid and organic search.
If you’re listing several products and some of them aren’t selling well, then remove them from the main campaign and put them in a separate one with a smaller budget. Don’t let a few low sellers drag down your overall campaign. As your more power products sell even more, they may end up increasing the sales of the other products.
If you’re looking to improve your e-Commerce with excellent product descriptions – contact Tempesta Media to learn more.

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