Advertising on Amazon can yield tremendously impactful results for your business by helping you stay competitive, enable product discovery, and drive incremental growth.
By clearly establishing and presenting your goals up front, you will be better equipped to decide which products to include in your campaigns, properly structure them, and measure performance results. Examples of advertising campaign goals include successfully launching and promoting a new product, liquidating inventory, driving brand awareness and visibility, and maximizing profits. When determining which ASINs to advertise, consider the ones that will help you accomplish the business goals you decide to focus on.
How to Get Started with Amazon Advertising
How long does it take to create your first advertising campaign on Amazon? What details do you need to be aware of before you launch? Below you will find a step-by-step workflow to get started with Sponsored Products, Amazon’s most popular ad type. These advertisements appear above and within Amazon search results and on product detail pages, across desktop and mobile.
1. Register for Amazon Advertising.
Go to advertising.amazon.com/register and choose one of the account options to register.
2. From the ‘Advertising’ tab, select ‘Campaign Manager.’
You will see three advertising options to choose from. Select Sponsored Products to create your first Sponsored Products campaign.
3. Set your campaign duration.
You can pause a campaign at any time, but it must run for at least one day. Amazon recommends an “always-on” approach, which involves omitting an end date, so consumers can discover your products any time they are searching on Amazon.
4. Set your daily budget.
Make sure your daily budget is high enough so your campaigns will not stop showing in the middle of the day. Amazon recommends a minimum of $10.
5. Begin with automatic targeting.
By choosing this targeting option, Amazon matches relevant customer search terms to your items. These matches are based on your product detail page information.
6. Create an ad group and select ASINs to promote.
An ad group shares the same set of keywords and bidding, so consider grouping like items together. Choose how much you want to bid and launch your advertisement. The essential elements of a campaign include campaign name, start date, daily budget and keywords.
7. Check your search term report.
After the initial two weeks, check your search term report under ‘Advertising Reports’ under the ‘Advertising’ tab. You can reference which search terms are resulting in ad clicks and conversions.
8. Experiment with manual targeting.
Manual campaigns grant you more control over keyword optimization so you can increase bids on keywords that are performing better and lower bids on those that are not. With manual targeting, you can use your profitable search terms as keywords to target. Aim for at least 30 keywords in each campaign within your first couple weeks of advertising — the more you select, the more consumers you are likely to reach.
9. Use at least two keyword match types.
When it comes to Amazon Advertising, keyword match types allow you to fine-tune which customer search queries your ads are eligible to show against. With manual targeting, Sponsored Products offer broad, phrase and exact match types — each which have their own use cases.
10. Monitor your campaign performance regularly.
Make any necessary adjustments 2-3 times a week. Available metrics to measure campaign performance include clicks, ad spend, sales and ACoS (advertising cost of sale).
For more information on how to get started with Amazon Advertising, such as how to properly allocate ad spend, leverage keyword match type and harvest negative keywords, and learn the key traits of Sponsored Products, download Amazon Advertising Basics, A Beginner’s Guide to Getting Started.
To succeed on Amazon, you need to be able to connect the seemingly disparate data streams across pricing, advertising, product content, brand presence and reputation. Particularly as your business scales, integrating an Amazon Advertising strategy will become increasingly important to remaining competitive and effectively growing your profits.