INCREASE SALES AND DECREASE ACoS
With approximately 300 million active registered users, Amazon is an ideal place for sellers to advertise their goods. When you sell products in the marketplace, you use either Amazon Seller Central – as a third-party seller that offers products through your own store – or Amazon Vendor Central – an invitation-only area for distributors that sell to Amazon, who then sells the product.
Whether you’re a seller advertising in your dashboard or a vendor utilizing Amazon Marketing Services, the goal is to show your products to buyers who are searching for them using the various campaign types available to each.
As experts managing Amazon stores for clients, we deal with the various features leveraging accounts to create the most effective advertising possible. Understanding which campaign type will be best for your store, determining the right bidding strategies for minimizing your AcoS, optimizing your product and by using researched keywords and marketplace data to increase conversions. In addition, we analyze your campaign structure and make adjustments as needed, leading to decreased ACoS and higher revenue. Our custom strategies allow us to capture and engage those searching for your product.
You know where you want to go...
We will work to get you there
Types of Amazon Marketing
(Seller Central & AMS)
Sponsored Products show on Amazon search results pages and are triggered by a user’s search term. When managed correctly, these ads can be effective for increasing sales – especially if you are frequently winning the Buy Box. There are two types of Amazon Sponsored Product campaigns: automatic and manual. With automatic campaigns, you tell Amazon which products to advertise, while Amazon determines relevant keywords based on your product’s content. Manual campaigns are triggered by keywords that the seller picks and bids on individually.
Headline Search Ads
(Seller Central & AMS)
Headline Search Ads offer sellers the top of the Amazon Search Results Page, which is an excellent space to capture consumers’ attention. These keyword targeted CPC ads allow brands to promote 3 or more products and drive traffic to a brand page or to a custom landing page at Amazon. To take full advantage of Amazon Headline Search Ads, it is vital that you have a clear understanding of keyword targeted advertising.
Product Display Ads
Amazon Product Display Ads are cost-per-click (CPC) targeted display ads that drive traffic to a selected product’s detail page. These ads take advantage of product or interest targeting to deliver relevant ads to shoppers with specific interests or who are actively viewing specific products. Amazon Product Display Ads appear on the product detail page, on the right of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations.
We Help Amazon Advertisers Solve Common Problems
High Advertising Cost of Sales (ACoS)
The goal is to have high sales revenue and the lowest ACoS as possible. Using a variety of techniques to decrease Amazon ACoS in conjunction with each other creates the best results. We look at all factors involved, including product title, images, and keywords to determine the most effective way for your business to lower ACoS.
Amazon has strict ad quality guidelines that sellers must adhere to that focus on the customer experience. Some of Amazon’s policies include rules for video advertising, text content, headlines, advertising background colors and links. Sellers often aren’t aware of all of the rules and struggle to create advertising that is within Amazon’s policy.
To get the most from Amazon, your advertising campaigns need to be properly segmented. It is important to understand the best approach for your specific products. A campaign needs to support your overall strategy, and a more granular campaign segmentation structure is often more difficult to manage, but can maximize performance.
We scope out your potential competition, diving into marketplace data and keyword research. It’s important to consider your competition’s pricing, reviews and to look at how top sellers structure their product details in comparison. All of this detailed data must be analyzed on a regular basis to see where opportunities are being missed and where you can improve.
Improper Budget Allocation
Creating a budget for your campaigns can be complicated and depends on a multitude of variables, including whether you’re established or releasing a new product. We consider this and look into profitable and non-converting keywords to determine where your budget is best suited.
Seller performance is reviewed regularly by Amazon and any sellers with poor performance are notified and expected to improve within 60 days. Amazon’s seller performance targets include order defect rate, pre-fulfillment cancel rate and late shipment rate. Our experts are adept at analyzing these metrics to detect performance issues before they become a problem.
Although Amazon claims that it prevents self-competition, overlapping campaigns can compete with each other, unnecessarily driving up your costs. This keyword cannibalization between campaigns can have a huge impact on your success. We analyze various metrics to determine the best remedy for your situation.
Incorrect Keyword Match Type
Amazon allows you to add broad, phrase, exact or negative match keywords, and the match type you use will have impact on your product ads. A seller needs a solid understanding of match types and which are best for their products. There are pros and cons to each match type, and we use specific data to determine which type is most advantageous to you.
Poor Visibility & Ad Placement
The key to conversions is to get your product seen by potential buyers. We can improve Amazon visibility through campaign organization and keyword research. We analyze data on Amazon ads and use competitive analysis to determine effective ad placement to boost your ad’s visibility with the right audience, which leads to higher conversion rates.