On Tuesday, Amazon announced a new feature for the Advertising console, the Budgets Page (beta). While the new feature hasn’t generated much buzz, it should be on the radar of every Amazon seller utilizing advertising. It comes with some powerful performance insights and actionable steps being added to their Seller Central account.
The value proposition of the new Budgets page is the powerful data points that allow individualized metrics and estimates for your campaign. Within this page, you can see the average time your campaigns were in budget. It covers estimates on missed sales, missed impressions and missed clicks in the time that the campaign was out of budget.
With the data provided on the page, this will also provide a recommended daily budget for each of your campaigns. It covers the goal of optimizing ad spend, and the option to apply those recommendations.
Amazon claims they are able to provide estimated missed sales, missed clicks, and missed impressions through Amazon’s machine learning technology based on historical performance.
The potential of these estimates and metrics can go a long way for Amazon sellers looking to get the most advertising bang for their buck. Access to this information (for free) is a huge advantage for savvy sellers looking to maximize advertising efforts. Knowing how many sales you could be racking up in the time your ads are inactive would theoretically answer any questions or concerns about the efficiency of your campaigns.
It’s important to remember that the majority of these metrics are estimates. These estimates could eliminate much of the guesswork when creating and optimizing PPC campaigns. If accurate, you won’t have to wonder how many sales, clicks, or impressions were left on the table while a campaign ran out of budget.
In theory, Amazon is able to monitor your advertising campaigns over time. Plus, be able to create estimates on performance if they were to run in perpetuity.
Additionally, Amazon sellers can see which campaigns are running out the quickest, compare actual budget to recommended budget, and more.
Where can I access the Budgets page?
Sellers can find the brand new Budgets Page (beta) in a few different ways:
Within Campaign Manager, select the Budgets page.
Download the data into a report within the Report Center of Seller Central.
Set up a subscription within Seller Central to have the results emailed to you.
Within the Reports page, information and data will be available beyond the limits of Campaign Manager, which displays information from the last 90 days.
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The new Budgets page should be something to keep an eye on for any sellers advertising on Amazon. Tracking the campaign estimates for accuracy could greatly benefit sellers in regard to maximizing return on ad spend.
Monitoring estimates and tracking performance when taking suggested actions will certainly be interesting. We’ll be sure to monitor the new page as more information becomes available.
Overall, it becomes the latest addition to the Advertising Console’s busy 2021, which has been a central point of emphasis for Amazon. The amount of time, attention, and energy paid by Amazon into revamping the Advertising Console should speak volumes as to where the future of Amazon is headed.
If you haven’t begun advertising through PPC on Amazon yet, don’t wait too much longer to start creating your campaigns. With plenty of new tools and features, there are many resources to help you get started.
Conquering Amazon PPC is shifting from an elective skill to a prerequisite for success as a seller. In the not-so-distant future of selling on Amazon, the arms race for dominating a market will likely be through advertising.
Because PPC is transitioning from the elective stage, it’s still a facet of selling that gives many sellers headaches. But fear not, and try to view this as an opportunity, not a roadblock. By gaining PPC knowledge and experience now, you can distance yourself from the competition for short-term gains and long-term dominance.
To help, we chatted with Sumner Hobart, an Amazon PPC maestro who has utilized PPC to power his business and change his life through FBA. Tune in as we pick his brain to break down Amazon PPC tips and tricks on your way to advertising like a pro!
Get to know Sumner and his story of how selling on Amazon helped transform his life. (0:00)
Selling via FBA has changed so many lives, helping them live out their dreams through entrepreneurship. We say hello to Sumner and get to know his story from his experience before selling on Amazon, how he got into it, and how he turned it into a rewarding career and lifestyle.
When should sellers start running PPC campaigns? (5:22)
One common refrain we’ve heard from sellers considering making the leap into PPC is that they don’t think the time is right. We chat with Sumner to hear about his path in PPC and how sellers can know if they’re ready or not to introduce their product to ads.
What goals should sellers new to PPC be considering to determine success? (14:30)
Not all campaigns are created with the same goals in mind. Sumner explains the primary objectives behind PPC campaigns, and discusses what steps you take to accomplish these goals through ad campaigns.
Sumner shines a light on which campaigns outside of the norm should sellers examine in PPC and how to put them into place. (26:34)
After explaining some of the basic PPC campaigns, we dive a little deeper with Sumner on more niche campaigns. While the basics are tried and true, sellers can find more success and learn more about their performance by getting a little more creative ith their campaign structures.
Does driving external traffic play a role with PPC? If so, how can a seller integrate it into their strategy? (44:37)
Over recent months, the emphasis on driving external traffic has been further incentivized by Amazon. In terms of overall strategy, the ability to drive traffic from outside of Amazon continues to rise as well. Building a following on social media, growing an email list of potential customers, or driving traffic through ads from Google, Facebook, TikTok, or other spaces outside of Amazon can be extremely valuable.
Sumner breaks down how driving external traffic and PPC can go hand-in-hand to strategically grow and scale your Amazon business to new heights.
A huge thanks to Sumner for chatting with us and sharing his expertise. You can stay in touch for more helpful FBA gems by connecting with him on LinkedIn, or pick up tricks of the trade through his selling courses.
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Recently, Amazon announced the latest major update to their increased emphasis on advertising. Sponsored Display ads are now being shown on Twitch, adding yet another avenue to expand advertising reach.
Effective immediately, all Sponsored Display audiences campaigns are eligible to serve on the Twitch Browse and Discovery pages. Twitch supply is automatically enabled for all US, CA, FR, IT, DE, ES, and UK based Sponsored Display audiences campaigns.
Twitch users tend to skew towards a younger crowd. The opportunity to put your product in front of the highly-valued young demographic. As Gen Z builds buying power, the ability to put your product in their hands and build brand loyalty with them presents a phenomenal opportunity.
Amazon Advertising states the Display ads may appear in three unique spaces, each with varying levels of visibility.
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Getting In The Game
With this announcement, Amazon advances its relationship between the marketplace and Twitch. Amazon’s Prime Gaming community works as a link for Amazon Prime subscribers to connect their account with Twitch. With deals and “loot” such as in-game currency serving as an incentive for customers to attach the two.
As the PlayStation 5 and XBOX Series X become more accessible after the production and delivery, one would reasonably expect further advancements in Twitch. To promote user count and usage.
In addition to the millions of engaged customers who can now be targeted being newsworthy. This also highlights the growing emphasis on advertising from Amazon. Since Twitch is a subsidiary of Amazon, its addition makes perfect sense.
Impact on Advertising
While Apple’s highly-publicized changes to advertising and protecting user data threaten to shake up industries, Amazon and its far-reaching subsidiaries present an opportunity to target customers in a way that may not be as easy to do elsewhere.
As Amazon continues to grow on its own and through purchasing companies such as Twitch, Whole Foods, and Goodreads, so does the potential for extra advertising avenues.
If you’re an Amazon seller with little experience in Advertising, there’s no better time than now to get involved. Over the past year, the Amazon Advertising Console has evolved at a rapid rate.
In previous years, advertising knowledge was a luxury. Soon enough, it’ll likely be a prerequisite towards customer acquisition.
Learn what to expect, how to navigate, and where to start when mastering an Amazon PPC tool.
As Mark Twain once said, the secret of getting ahead is getting started. But in many instances, getting started can be the most challenging part. Especially with the amazon ppc tool.
That much is certainly true regarding Amazon PPC and software designed to simplify and add sophistication to Amazon’s advertising platform. Amazon Advertising is still very much in its early stages. There should be no expectation to know where to begin.
So we’re here to help guide you in the right direction. To provide a basic knowledge of the Viral Launch advertising platform. You will know where things are, what to look for, and what’s included. Everything else begins to make much more sense.
Just like we must learn to walk before we run, you’ll need to understand the basics of Viral Launch’s PPC automation and management tool. Then, you’re free to start implementing advertising strategies that take your business to the next level!
You’ll need to set up a Viral Launch account that includes access to Viral Launch’s advertising platform, Kinetic PPC.
Sign up for our FREE Amazon PPC Playbook. With training from experts guiding you through all steps, you can perform PPC like a pro and dominating on Amazon!
Once successfully added, you’ll see your storefronts and ASINs within your account. Additionally, we strongly recommend setting up your landed unit cost and target ACoS within Kinetic. While admittedly tedious, doing so pays off in the end to fully experience the benefits. We’ll explain more on that shortly.
Campaign View vs. Product View
Once you’ve added proper authorizations, you’ll notice there’s not one but two ways you can view your ad.
Campaign View shows information for every campaign across all your products. It looks a lot like Seller Central.
Product View shows information per ASIN, so you can see how each individual product is performing.
For those familiar with Amazon PPC, campaign view offers a more familiar appearance. With souped-up features, embedded data reporting, and cutting-edge integrations from the Viral Launch software suite, it’s like the Amazon Advertising Console on steroids.
But Product View truly allows for innovative insights into their ads like never before. With Product View, you are able to view how your ads are performing at the ASIN level so you can maximize efficiency. Once you’ve added your landed unit cost and target ACoS, you gain the ability to pinpoint your campaigns to minimize risk and maximize your ROI.
Make Your Own Rules
One of the biggest roadblocks to Amazon advertising success continues to be monitoring adjustments. With all the duties placed on a business owner’s shoulders, monitoring campaign statistics and making changes at the right time can feel impossible.
Kinetic solves that problem with its ability to create rules to optimize your ads. Don’t know where to get started? No worries! Our handy pre-made templates can help get you started with understanding what rules you can create by providing the strategy behind them.
Set parameters to shut down underperforming campaigns or increase the budget for ads that are skyrocketing your sales to enact performance-based automations. That’s right. Kinetic’s by-the-minute monitoring and your personalized rules combine to stop losing campaigns in their tracks or reward winners with more ad spend.
You can set the rules to three different states of action.
Rules set as automatic continuously go into effect once the rule has been triggered. In this state, the rules you’ve created for a campaign will fire off whenever the conditions have been met. For example, if you create a rule that increases your bid amount for keywords with a low ACoS and place it on automatic, the rule will take action every time it’s applicable without any action needed from the seller.
Rules in a manual state work similarly to those in automatic. However, instead of the rule going into effect as soon as the conditions have been met, you’re notified within the tool without Kinetic making any changes. Once notified, you can review the rule that’s been triggered in the Activity History tab to decide whether or not to approve the action. As the name implies, this state is more hands-on.
In a paused state, rules exist without any action taking place as a result of them. Perhaps you’d like to experiment with rule creation but don’t want to trigger changes for your campaigns. Placing them in a paused state ensures that your work is saved, but there will be no automations or notifications regarding the specific rule. At any point, you can take paused rules off the bench and into the game by selecting manual or automatic with the push of a button.
With Kinetic, your campaigns can literally make desired real-time adjustments while you sleep! If you prefer a more hands-on approach for your ad campaigns, you can do that too. Featuring the option to do either,
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Get Familiar with Your Keywords and Search Terms
On top of the ability to create campaigns at the ASIN-level with customizable rules to more effectively carry out your goals, this Amazon PPC tool collects extensive reporting for a clear view into your ad performance at the keyword level.
The Keywords and Search Terms tabs within Kinetic display critical metrics that better informs your advertising strategy and tactics.
In Seller Central, you have to run a report for a particular date range, export it to Excel, add a series of filters and try to understand where it’s actually delivering and look for opportunities to improve the targeting. Kinetic simplifies this process, giving sellers the power to dig deeper into their data and make changes to optimize their campaigns.
While many make the mistake of using these words interchangeably, a very important detail differentiates these two Amazon buzzwords. In short, the Keywords tab is where you’re targeting, while the Search Terms tab presents only where your ads are delivering.
This view helps to consolidate all of the keywords you are targeting and allows you to see how the keyword is performing, and what campaigns are contributing to that.
Search Terms Tab
The Search Terms tab can save you loads of time in understanding where your ads are delivering. Once you’re using an Auto campaign, or broad and phrase match targets, your ads can deliver for a wide array of customer search terms.
In short, the Keywords tab shows keywords are targeting, while the Search Terms tab presents only where your ads are delivering.Your Search Terms report will show you a list of keywords that have garnered at least one impression, along with a bevy of metrics that gauges performance.
Now that you have a better lay of the land, taking your business to a new level is within reach! Register for a Viral Launch account today and start your 14-day free trial to turbocharge your FBA efforts.
Amazon Advertising has exploded in usage and importance for Amazon sellers in the past few years. As the Amazon marketplace continues to grow, the stakes for understanding, implementing, and executing Amazon PPC strategies into your business have never been higher.
Although Amazon launched its advertising platform in 2012, it has grown recent years. In a short amount of time, Amazon has placed itself behind only Google and Facebook for digital advertising market share.
With so many shoppers heading online, Amazon sellers can transform their business with advertising by attracting more visibility than ever before.
However, since it’s a relatively new advent, it’s a topic most sellers don’t feel comfortable adding to their marketing mix. And we understand! With so much to learn, where do you even begin?
At times, learning about Amazon PPC can feel similar to learning advanced math or a foreign language. In a way, it’s a mix of both, with formulas and equations that determine your success and terminology that exists in a world of its own.
While this may sound daunting, it’s actually a little easier to understand than you might think. Whether you’re just beginning with PPC and need to speak the language or just want to reference an unfamiliar term or two, feel free to use our glossary and explainer for popular PPC terms!
Advertising placement is where an advertisement is displayed. On Amazon, ads are commonly shown on mobile and desktop. Found at the top of search results, alongside search results, product display pages.
The maximum amount of money that can be spent on a campaign. If you set a daily budget at $25, this means you will not spend more than $25 for the selected day.
The amount that an advertiser is willing to pay for each click. On Amazon, sellers can choose between automatic or manual bidding.
The most common PPC tactic for how customers will discover your ads. Whether through automatic or manual targeting, sellers can target specific keywords that customers utilize in search to find products.
Often confused with keywords from a PPC perspective, search terms within Amazon reports (and PPC tools like Kinetic) refer to where your ads appear.
In short, the Keywords refer to what you’re targeting while Search Terms refer to where your ads are being delivered.
Demand-side platform (DSP)
An Amazon software platform that enables advertisers to programmatically buy display, video, and audio ads on and off Amazon.
Advertising Cost of Sales (ACoS)
A metric used to measure performance, efficiency, and profitability of Sponsored Products ad campaigns. You can calculate ACoS by dividing Total Ad Spend by Total Sales.
For example, if an advertiser’s ACoS is 30%, the seller paid 30 cents for every dollar made.
Target ACoS (TACoS)
Not the delicious Mexican treat, unfortunately. Target ACoS, or TACoS refers to advertising spend relative to total revenue generated, while including organic revenue. While ACoS utilizes only spend and revenue numbers that are directly related to advertising, TACoS includes organic revenue to apply a more holistic perspective to your promotional efforts.
Return on Ad Spend (RoAS)
A prominent benchmark across digital advertising, RoAS is the inverse of ACoS. Instead of measuring the cost of a sale, ROaS represents the dollars earned per dollar spent.
An action that a customer completes; this phrase can be used to refer to any number of actions, including clicking “Add to Cart,” completing a purchase, etc. Generally, this measures how many times your ad ended with the desired result.
Measures the frequency that your advertising campaign ends with the desired result.
Specifically, the average cost you pay each time someone clicks on your ad. To find out your CPC, divide the amount of money spent on an ad by the number of clicks it receives. Sponsored Products and Sponsored Brands feature CPC ads.
As a whole, CPC can be a mutually beneficial relationship between Amazon and the seller, as sellers only pay for ads that receive a click.
Click-through Rate (CTR)
The percentage of ad impressions that are clicked as compared to the entire number of clicks. The standard calculation for CTR is (clicks/impressions) x 100.
Metric used to describe customers purchasing your brand/product for the first time on Amazon over the past year. These metrics estimate the cost of engaging new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals and are popularly used in comparison with repeat customers for brands to better understand their customer acquisition vs. customer retention paths.
A campaign or targeting type where Amazon decides when and where your ad is displayed. Automatic campaigns are convenient for their ease of use and the data gathered through Amazon, but take control out of the seller’s hands.
Since automatic targeting campaigns are made programmatically, they can occasionally lead to running ads for odd keywords or unrelated products, which can cause less efficient campaigns.
The counterpart to automatic campaigns, manual campaigns put more control in the advertiser’s hands, allowing more strategy in campaigns. Sellers can select competing or complementary products or keywords for their product to appear for.
The total amount of money allotted to advertising efforts on Amazon.
Not TACoS or tacos, Target ACoS refers to your profit margin before advertising divided by target profit margin after advertising. This number will vary from seller-to-seller and determined by the various costs of making your product available.
As advertising becomes an even more prominent part of the Amazon marketing mix, be sure to stay away from these five common Amazon Advertising mistakes.
Every day, more Amazon sellers make the smart decision to start incorporating advertising into their seller strategy. Unfortunately, many get their Amazon advertising experience off on the wrong foot, committing costly blunders.
At Viral Launch, we specialize in assisting sellers through each and every stage of their Amazon selling journey, and PPC is no different.
For that reason, we pay close attention to our customers, Amazon news and updates, and the pulse of the Amazon seller community. Amazon has ramped up the importance of advertising over the past few years, and is impacting Amazon sellers now more than ever.
Due to this, we’ve witnessed many seller mistakes or flawed teachings within the community.
Since Amazon PPC can often seem like a foreign language to sellers, often don’t realize these mistakes until it’s too late. That’s why we’re here to clear the air to discuss a few common mistakes and why you should avoid them.
1. The “set it and forget it” fallacy
Contrary to what some in the industry say, Amazon PPC isn’t set up for “set it and forget it” strategies. As much as we hate to be the bearer of bad news, there are simply too many variables involved for a campaign to run unattended.
Ignoring your campaign performance once it’s gone live is wasteful at best and downright dangerous at worst. By monitoring campaigns regularly, sellers can recognize trends and optimize accordingly.
Now, thankfully, Amazon advertising doesn’t need to be monitored too closely. You don’t need to agonize over your data reports every few minutes or hours. But we do recommend checking in daily, especially early on in your campaign lifespan.
Of course, as you make strategic adjustments and allow your campaigns to run, less changes will be needed. But it’s paramount that sellers understand that PPC is a process.
If we’ve learned anything about the Amazon seller community, it’s how fiercely competitive sellers can be when it comes to their business. Undoubtedly, at least one of your competitors is meticulously monitoring their campaign performance so they can make tweaks that give them the edge.
Sellers who view PPC as a “set it and forget it” aspect completely miss the point and are practically begging for competitors to take a larger market share.
2. Not doing enough homework
At all stages of selling on Amazon, performing intelligent, data-based research is necessary for success. So why do some sellers seem to think they can run sustainably profitable campaigns that maximize success without doing their homework?
Sure, sellers likely know their high-performance keywords, but PPC is a different game. Many sellers think they know what they’re doing when setting up campaigns, but sellers who do thoroughly intensive research know what they’re doing.
What are your margins? Which keywords would be most beneficial to run ads for? Should you add negative keywords to avoid wasteful spending? Are there any competing listings your listing performs well for in product-targeting ads?
These are only a few of the many strategic questions sellers should take into consideration before crunching the numbers to find tactful answers.
Viral Launch’s Kinetic PPC Tool allows you to implement data, strategy, and profitability rules into your ad campaigns. Sign up for your free trial to avoid these Amazon Advertising mistakes!
3. Disregarding strategy or structure for your ads
Often, PPC rookies decide to test out advertising under the impression that if you spend money, sales will come in. But without strategy or structure into those campaigns, they’re likely doomed before they begin. Whether it stems from foolishness or a lack of understanding, the result ends the same.
For the most part, ad campaigns should be created with two goals in mind.
To Drive Profitable Sales Nobody ever lost money taking a profit. Sellers emphasizing profitability are simply looking to make sure they aren’t spending too much for a sale to be profitable. Their most important metric is likely Average Cost of Sale, or ACoS, with a focus on it being as low as possible.
To Improve Organic Rank While less popular, this is an excellent strategy for sellers more focused on long-term growth. In this strategy, sellers largely ignore ad profitability in the short term as they’re looking to drive in sales for keywords to boost organic rank. As we know, organic rank remains the best way to position your listing for sales. Sellers who utilize this strategy are prioritizing long-term profitability over short-term gains.
Why not both?
In a perfect world, sellers can do both. But due to competition for highly valuable keywords, it may not be profitable to appear for keywords with the highest search volume. In this case, sellers who want to drive profitable sales should likely pursue lesser-used keywords at a lower cost. Those who prioritize organic rank may embrace short-term inefficient spending to rank higher and cash in on organic sales.
Within these strategies, there are a few different campaign structures you can utilize to achieve your goals. Not knowing how or why to structure campaigns to achieve your goals makes advertising a long and unnecessarily circuitous hassle.
4. Not taking advantage of the unique targeting methods
Each seller, product, and market are unique. Because of this, there isn’t a one-size-fits-all solution for your product’s success.
Luckily, there are a few different targeting methods and ad types sellers can choose from to find which ones are right for them. However, sellers often don’t explore all the options that exist for them to become PPC rockstars.
Although we certainly understand time and money are not in abundance for sellers, take a little time to study the different ad types available to you. Amazon Advertising has grown exponentially in recent years, and as a result, Amazon has made countless advancements in this space.
With new features appearing in the Advertising Console somewhat regularly, it’s rare that sellers have turned every stone in the search for PPC success. Dedicating the time to learn and experiment can go a long way towards staying ahead of the curve and gaining an edge over your competition.
Especially for beginners, finding the right balance of budget, keywords, and ad groups can be difficult. Even worse, beginner mistakes can cause sellers to avoid PPC altogether instead of knowing where things went wrong.
While you certainly don’t have to spend an arm and a leg on your first campaign, setting a budget to $5 or $10 a day isn’t going to lead to enough sales or exposure to draw any insight worth applying in the future. Not giving your campaigns the resources to succeed will ensure they don’t.
Regarding doing too much, sellers can often put too many keywords into a campaign without the budget to support it. If you prefer to start small, that’s perfectly fine and likely savvy. But starting small with budget should likely be coupled with starting small with keywords.
Additionally, sellers frequently apply the “helicopter parent” mentality to their campaigns. As we mentioned earlier, paying close attention to your campaigns is recommended, but hyper-focusing on them can lead to more problems than it solves. Be sure to let your campaigns run long enough to develop a statistically significant sample size before making tweaks. Constant tinkering before campaigns have run long enough is tempting, as data informs the seller. But without a sizable sample, making changes can be a result of being misinformed instead of uninformed.
Finding the perfect balance may take time, but sidestepping these common Amazon advertising mistakes can put you on the fast track for success.
Wrapping It Up
The five highlighted Amazon advertising mistakes are only a few of many common errors that can affect sellers. We hope you avoid them all and skyrocket your business to new heights.
To learn more about Amazon PPC strategy, sign up for our free Amazon PPC 101 course!
When it comes to advertising on Amazon, there’s plenty to unpack. We break down the three main ad types for third-party sellers, highlighting the ways you can ensure your products get the visibility they deserve.
Much has changed about Amazon in recent years, but arguably no aspect of the platform has advanced more than advertising on Amazon.
Before Amazon Advertising becomes even more critical to sellers’ success, every Amazon seller should be aware of the opportunities in the Amazon Advertising Console.
No matter if you only sell one product or manage an extensive catalog, Amazon Advertising could be the key that unlocks the next evolution of your online business. But understanding what ads are, how they can scale your business to new heights, and which ad type is best for you must come first.
What are Amazon ads?
Much like the typical advertisements you see on billboards, television, or between YouTube videos, Amazon ads are a way for brand owners to gain exposure and visibility by paying for premium digital real estate.
As we know, exposure and visibility are the heartbeats of being profitable. If customers can’t find your products, they can’t buy them! But standing out among the millions of products on Amazon isn’t easy.
Amazon Advertising is pay-per-click (PPC), so sellers only actually spend if it’s increased visibility.
Of course, as the old saying goes, “you can lead a horse to water, but you can’t force it to drink,” meaning the visibility doesn’t inherently lead to a sale. Undoubtedly, a strong product and an appealing product listing are foundational selling elements that cause turn clicks into conversions.
The benefits of PPC are far-reaching but primarily break down to getting discovered, increasing sales, and controlling costs in the process.
Product and brand visibility constantly ranks among the most critical topics for sellers. Advertising provides an outlet for sellers actively seeking more exposure for their brand or products.
As previously mentioned, the pay-per-click model ensures you pay only for advertisements that are seen. Since you place the bids and set a budget, you never pay more than you’re willing to spend. Once you know your margins and get a solid understanding of your conversion rates, you can place bids accordingly to maximize your profits and scalability.
As a whole, the advent of advertising on Amazon solves many issues simultaneously. Even better, all sides benefit when adequately performed. Sellers pay Amazon for valuable digital real estate. Shoppers are shown products they’re looking to purchase, and sellers profit as those sales accumulate.
Additionally, there are tertiary benefits of advertising, some of which can be directly measured and others that are indirectly impacted. Organic rank remains the holy grail for Amazon sellers, and it’s very likely that you’ll notice your organic keyword rank improve as you gain purchases through via PPC.
For example, if you sell coffee mugs and customers purchase your product through an ad they found when searching for “cute mugs”, you may see your organic rank for “cute mugs” boosted as a result.
Once you’ve successfully registered, you can find it within your Seller Central account under the Advertising tab. When hovering over the Advertising tab, a dropdown menu should appear. Next, click on the Campaign Manager option in the dropdown menu.
From there, select the “Create campaign” button, and you’re ready to start advertising!
The 3 Primary Amazon Ad Types
Amazon Sponsored Products
Mission: Improve visibility of individual products with ads that appear in search results and on product pages.
In all likelihood, Sponsored Product ads are the ad type you’ve been most exposed to on Amazon.
With Sponsored Products, there are two unique ways to set up your campaigns that determine where your ads will be displayed.
Automatic-targeting ads: This targeting method leaves the heavy lifting to Amazon. Similarly to Amazon’s algorithm scanning a product listing to find keywords to index and rank for, Amazon automatically decides which keywords and/or products a product will appear under in an ad.
Manual-targeting ads: A more hands-on approach, where the seller decides which keywords or products to compete for through bidding.
For manual-targeting campaigns, sellers can bid on the placement of their ads in two ways:
Keyword Targeting lets you be seen in search results for desired keywords and is a way to generate traffic through search. Ideally, these keywords are relevant and accurate to your product for maximum conversions. For even more strategy execution, sellers can choose between exact match, phrase match, or broad match depending on how targeted the campaigns will be.
Product Targeting allows you to be displayed on a product detail page of another product and generate traffic from complementary or competing listings. For example, if you sell peanut butter, you may want to be displayed under competing peanut butter listings, or you may visible under an item that is frequently purchased with peanut butter, like jelly.
It may be best to run automatic targeting ads and let them run for 7-10 days with a budget you feel comfortable with when starting. After the campaign has ended, dig through the reports to view performance by keyword or ASIN, and utilize that data to set up manual campaigns.
Viral Launch’s Kinetic PPC tool helps with each stage of Sponsored Products. Featuring unparalleled Amazon data, easy-to-read reporting, and helpful campaign templates, Kinetic PPC is perfect for creating and managing Amazon ads like a pro!
Mission: Boost brand awareness with your logo and a customized headline in ads that appear in search results.
Formerly known as Amazon Headline Search Ads, Sponsored Brands advertisements promote entire brands. Sponsored Brands ads allow for three formats to choose from; product collection, store spotlight, or video.
A typical product collection ad showcases a company logo, a slogan or tagline, and up to three products at a time for customers to view. If the customers likes what they see, they’ll click on the product that stands out and be led to the product detail page.
This allows larger brands that specialize in a product market to build brand awareness and showcase multiple products at once.
Similarly, store spotlight ad types look similar but drive traffic to a storefront or subpage within a storefront.
Sponsored Brand videos present a unique opportunity to tell your brand story and at the same time, showcase how or when your products are used. Unlike other video ads such as Facebook, the videos default to autoplay, ensuring your ads are seen.
Know your audiences — Your content should be educational, demonstrative, and product-focused.
Show your product — Research shows that videos that feature the product prominently within the first second typically perform better than those that don’t. Do not waste your chance to engage shoppers by fading in from black or starting with an empty frame. Hook them from the start!
Keep it brief and focused — Amazon recommends keeping the video length between 15–30 seconds to relay your message and hold customers’ attention. Limit your content to just a handful of key selling points to ensure your message is received.
Optimize for the format — This video unit auto-plays without sound and runs inline in the search results with no option to go full screen. Your videos should work without sound, and you’ll need to ensure that on-screen text can be easily read on a mobile device and isn’t obstructed by the user interface that is positioned within the video area
Consider the loop — Once this video ends, it will automatically loop. Consider adding an end card to allow for some breathing room, or get creative and make your loop seamless.
Amazon Sponsored Display
Mission: Grow your business by reaching relevant audiences on and off Amazon using this self-service advertising solution.
The most recent addition to the Advertising Console, Sponsored Display ads currently offer the unique opportunity to advertise on and off Amazon.
Brand registered sellers can choose from two targeting options: product targeting and audiences.
Like Sponsored Products and Sponsored Brands, sellers can run product targeting ads. In the same fashion as the other ad types, sellers can pinpoint competing or complementary products. Regarding strategy, it’s best to target competing products that your listing has an advantage on. Review quantity or quality, price, or a lack of captivating creatives are prime indicators to look for when hunting potential product targeting victims.
On the other hand, Sponsored Display audiences are a method of reaching customers with high buy-intent. Through Amazon, Twitch, IMDb, and Prime Video, Amazon tracks shopper signals such as interests, lifestyle, in-market, and life stage.
Without a doubt, this consumer information is PRECIOUS for highly targeted, highly efficient ads. At the moment, audience ads are the only way to advertise through Amazon outside of Amazon’s digital walls, as they’re displayed on third-party websites and apps.
Generating exposure remains absolutely critical to longstanding seller success. For the foreseeable future, advertising appears to be the best bet to earning visibility and driving profitable sales.
As Amazon Advertising continues to grow, sellers that master advertising will be handsomely rewarded. Those who don’t will be facing an uphill battle against sellers picking up cost-efficient sales in droves through PPC. With record-setting revenue growth for Amazon and a system that rewards all who participate, Amazon Advertising is here to stay.
Now that you know the three main ad types feel free to take the next steps! If you’re ready to start advertising, best of luck on your PPC journey. If you could stand to learn more, enroll in our FREE Amazon PPC Playbook today!
Through a recent update in Sponsored Display campaigns, sellers gain an even greater opportunity to skyrocket sales and expand advertising beyond Amazon.com.
For the past year, advancements in Amazon PPC advertising have been an integral part of creating a more sophisticated selling process. One of the latest of those advancements, Sponsored Display Audiences, makes it easier than ever to target customers with high buying intent inside and outside of Amazon.
While Sponsored Display ads are nothing new (they were launched in 2019, replacing Product Display Ads), the addition of audience groups and remarketing enables sellers to break down the digital walls of Amazon for highly targeted, far-reaching ad campaigns.
With Sponsored Display ads, you can bolster your brand presence across channels to stay in the minds of customers. And with Amazon Audiences, you can zero in on customers more likely to complete a purchase for a more efficient ad spend.
What audiences are available?
For this section, we’ll let Amazon tell the story with excerpts from the official overview.
Sponsored Display audiences is a display targeting strategy that uses Amazon shopping signals to help advertisers of all sizes grow their businesses and engage shoppers across the purchase journey—both on and off Amazon.
In-market: In-market audiences allow you to engage audiences who are “in the aisle” and have been recently shopping for products in a given category. To capture share-of-mind, you can reach audiences in the same category as your advertised products to drive consideration, as well as try out entirely new segments to help drive product awareness.
Lifestyle: Positioned for awareness campaigns, these audiences reflect a variety of aggregated shopping and viewing behaviors, including shopping on Amazon, browsing on IMDb, streaming on Prime Video, or streaming on Twitch. These behaviors reflect shared preferences and map to lifestyle segments such as “foodies,” “sports enthusiasts,” “tech enthusiasts,” and more.
Interests: Interest-based audiences allow you to help raise awareness with prospective customers based on what they frequently browse and buy. Examples of these audiences include “interested in Canadian history” and “interested in interior design.”
Life events: Life events audiences give you the opportunity to drive awareness and consideration for relevant products based around life moments, such as “traveling soon” for shoppers going on vacation
First, ensuring your products are seen by customers who are more inclined to make a purchase is always a tremendous benefit. By implementing Sponsored Display ads, you can increase brand awareness, drive traffic to a specific product, earn visibility on competitor listings, and kickstart exposure for new product lines.
By adding audiences to your Sponsored Display ads, you can prioritize customers more likely to add your product to their cart.
With the remarketing option, sellers can reengage customers who have looked at your product, but not made a purchase. At a very basic level, you can safely infer the customer is interested in your product and is still looking, ultimately increasing the likelihood of a purchase.
For the more analytically-minded sellers, you’ll love the refined reporting that comes with these campaigns. Relevant performance metrics include sales, click-through rate (CTR), and new-to-brand (NTB) statistics for each selected audience in your campaigns.
On top of boosting exposure and sales through these campaigns, the data mined could be even more valuable in the long run as you comb through the data on your customers.
Do Sponsored Display audiences actually work?
According to Amazon, absolutely.
Citing internal data, the e-commerce giant noted advertisers who integrated this display advertising strategy with Sponsored Products advertising saw a 4% higher month-over-month sales growth compared to if they only utilized Sponsored Products.
Furthermore, Amazon states the average customer journey on its platform is 6-to-7 days.
“The greatest ability is availability” is often said to describe the value of athletes who can stay healthy. But it could also be said about Amazon products regarding making your products available and exposed to shoppers.
With Sponsored Display audience ads, sellers gain control over how often their products are made available and prioritize who they’re exposed to. Frequently, business owners are tasked with deciding to either branch out to new customers or zero in on the existing target market. Sponsored Display audiences grant the option to pursue both simultaneously.
Of course, success will vary as sellers invoke their own strategies for audiences. Still, the data from Amazon’s case study is encouraging for sellers, and the fundamentals of selling certainly back up their claims.
Who has access to Sponsored Display Audiences?
Presently, Sponsored Display Audiences are exclusive to vendors, and Brand Registry enrolled sellers in the United States.
It should come as no surprise that sellers enrolled in the Brand Registry Program receive yet another perk for those paying close attention. As Amazon continues to add new seller features, those in the Brand Registry program have been receiving more and more tools to fuel their Amazon business lately.
What else should sellers know before kicking off their first campaign?
In its introduction, Amazon notes that this ad type is “retail aware.” This means the ads work in congruence with your inventory. For example, if you run out of stock and can no longer fulfill purchases, the ads will shut off automatically. As a result, sellers avoid wasteful spending and aren’t punished if their ads are incredibly effective.
Sellers will be happy to hear that creatives are automatically generated from your product page, so much of the ad creation process is already completed for you.
Additionally, applicable badges such as Prime-eligible, Deal of the Day, Best Seller, and more are made visible in these ads, giving customers even more reason to make a purchase.
Wrapping It Up
Sponsored Display audiences and remarketing opens up even more possibilities for Amazon sellers to build their brand.
As the Amazon Advertising Console seemingly grows more sophisticated each day, savvy sellers should certainly keep a watchful eye on the latest advertising features, trends, and tactics.
Lastly, the steady stream of new features to the Amazon Advertising Console should signal to sellers that PPC advertising will only continue to pick up steam. In the near future, it’s increasingly likely that advertising knowledge, strategy, and execution becomes more of a prerequisite for longstanding success in the marketplace.
What is Amazon Sponsored Brands, how does it work, and how can it help you grow your online business? We answer those questions and more.
When it comes to selling on Amazon, visibility is the name of the game. As product markets mature and become saturated, earning that visibility becomes increasingly difficult.
So how can you avoid getting lost in the sea of products?
For some, the answer is advertising.
Just as companies can spend money to advertise on television, radio, or other platforms with an audience, Amazon sellers can advertise directly on Amazon. Since exposure is such a valuable element of selling on Amazon, any opportunity to differentiate your products or brand from the competition should be explored.
Amazon offers a few unique ways for sellers to advertise their products. We’ll take a look at all of them in the near future, but today we’re zeroing in on Sponsored Brands, formerly called Headline Search Ads, or HSA.
Overall, Sponsored Brands allow Amazon sellers to showcase their product line and shine a light on their brand in a unique way. Since the topic of advertising can be foreign for many sellers, we’ve answered a few of the common questions below to help you understand what it is and if it’s an avenue worth pursuing to grow your business.
Can I use Sponsored Brands?
If you have successfully signed up for Amazon Brand Registry, yes! No matter if you’re an individual seller, vendor, or agency, you can utilize Sponsored Brands advertising to improve discoverability.
Additionally, enrolling in Amazon Brand Registry comes with a bevy of benefits such as Enhanced Brand Content, protection from resellers, customizable product pages and storefronts, and more. Amazon continues to add new features regularly for brand registered sellers, so becoming registered could open up possibilities you didn’t know existed!
Why would I use Sponsored Brands?
Simple! To get your product in front of more customers.
With so many products on Amazon, it’s easy to get lost in the mix. By utilizing Sponsored Brands, you take control of spearheading your efforts to be seen by more customers. As a seller, you can follow all best practices, but you still need customer visibility or else those efforts go to waste.
Products with positive reviews, high-quality images, and sales-inducing copy optimized for search are more likely to convert clicks to sales, but earning that click can be difficult with increased competition.
In addition to increasing visibility for sales, Sponsored Brands also allow sellers the opportunity to drive brand recognition like never before. Since most Amazon sales happen via search and not through storefronts, the options for promoting and growing your brand have been limited. With Sponsored Brands, Amazon businesses now can stand out from the crowd, drive traffic, and build loyalty.
Where would customers see my ads?
While Amazon allows for advertising in a few forms that appear in various locations, Amazon Sponsored Brands ads appear in three areas:
In the top of search results for selected or relevant search terms
At the bottom of search results for selected or relevant search terms
On product detail pages for similar or complementary products
Depending on your account, you may also be able to display Sponsored Brands videos in search. If you’re enrolled in Brand Registry, check within your account to see if you’re eligible for videos. Within search results, they’re a surefire way to stand out from competing products, quickly highlight features, and explain your product in a way others can’t!
How can I make the most out of Sponsored Brands?
To achieve optimal results, make sure your ads are visually pleasing and interesting while capturing your brand voice. You want customers to walk away from your ad with an understanding of what your brand is about and give them a reason to click on your ad to see your linked store.
Successful ads will have professional quality creatives that accurately represent your store. With customizable layouts to choose from, you gain even more control over how your brand will be viewed.
“Sponsored Brands is a visually appealing advertising format and we believed it was important to incorporate it into the strategy from the beginning, especially because it can be the first thing that appears when someone searches for anything relevant on Amazon. We knew based on prior experience there was demand for that ad space and we wanted to appear in results before our competition.”
Pilar Martínez Sanz, Senior Consultant, Labelium
This means you can create ads that best showcase your brandand have control over how you want to tell your brand story on Amazon.
How can I measure the performance of my ads?
As Amazon continues to evolve its advertising options, they’ve updated how you measure performance. Instead of leaving you in the dark on how your advertising efforts are performing, Amazon includes built-in metrics to inform you of the impact they’re having.
Specifically, Amazon recommends three metrics to gauge performance:
Return of ad spend (ROAS)
Impressions are defined as when an advertisement is displayed on a user’s screen. For example, if a customer makes a search and your ad appears, it counts as an impression whether or not the customer clicked on your ad. This can help you gauge how often it’s shown to customers and serves as a helpful statistic to understand an ad’s reach. Perhaps just as important, you can also view your click-through rate (CTR), which tells you the percentage of those impressions that are being clicked on.
New-to-brand metrics can be especially helpful for established brands, as they gauge ad performance in regard to customer acquisition. These educate you on if your ads are doing based on each customer’s familiarity of your brand. Are your ads growing your brand to new customers and/or appealing to previous customers? These metrics inform you of those aspects.
Return on ad spend evaluates your campaigns’ efficiency from a monetary perspective. The higher the ROAS, the more bang you’re getting for your buck. Think of this as your return on investment metric.
While not displayed in your Seller Central dashboard, the almighty organic rank can be influenced by your ad performance. As customers find your products and brand through search and make purchases, you’ll likely see your organic rank improve as a result.
Since this isn’t displayed in your Seller Central metrics, it may be difficult to monitor. Utilizing a third-party tool such as Listing Analyzer that tracks organic and advertising rank for individual ASINs over time can be a hack to understanding the relationship between advertising and rank when doing product-specific ads. With brand ads, this can be a little more difficult. But if you notice that a specific product is earning more clicks and purchases due to Sponsored Brands, you’ll likely notice a correlation with organic rank.
As any experienced seller will tell you, there may not be a more critical way to achieve heavy sales volume in a cost-efficient way than organic rank.
How can I get started with creating my Sponsored Brands ads?
If you haven’t experimented with Amazon advertising in the past, you must go to advertising.amazon.com and register to access the advertising console.
Once registered or if you’ve had experience advertising on Amazon, you just need to sign into your seller account and select the Sponsored Brands campaign type and follow the step-by-step instructions to setup your advertising campaign.
Within the instructions, you’ll be able to customize a few aspects of your ad based on your goals and resources. Based on what you’re looking to get out of your ads, you can select your start and end dates, as well as your daily budget.
As you walk through the settings, you’ll have the option for product targeting or keyword targeting ads. Keyword targeting makes your ad eligible to be shown when customers make searches. Depending on the product market, you may want to consider if it makes more sense to spend money on the primary keywords, which likely have a higher cost per click, or low-medium keywords with less competition and may allow for higher efficiency.
Product targeting allows you to be strategic with targeting competitors. Have a similar product to a high-performing competitor at a lower price? Noticed a top-seller has a string of negative reviews that might cause customers to buy elsewhere? These are just a couple examples of how you can create product targeting ads on prime real estate.
It may be beneficial for those starting out to start off with a smaller budget and let the ads run for a few weeks to develop a respectable, reliable sample size.
As you let the beginner campaigns run, you can make tweaks and modifications to monitor performance. Experiment and figure out what works well and what turns customers away. Split testing ads as you get started can be ideal for multiple reasons.
While risking short-term losses is tough to get excited about, it’s all about the long run. Suppose you are serious about implementing ads into your marketing. In that case, the short-term loss while testing out various ads, targeting types, and designs can pay off exponentially with developing your strategy. Each product market will have unique differences that impact performance, and experimentation across various ad types can help accelerate the learning curve.
As competition among Amazon sellers heats up, the importance of executing intelligent strategies become amplified. Since exposure is a prerequisite for sales, every opportunity to get more eyeballs on your products and increase brand familiarity should be explored.
Amazon Sponsored Brands is undoubtedly worth looking into for anyone eligible for it. Amazon Advertising has generated plenty of money for Amazon and driven tons of sales towards those doing it right. As Amazon continues to expand and evolve the marketing opportunities for sellers, it’s better to be an early adopter of these methods.
Gaining brand recognition on Amazon has been a challenge since the marketplace began accepting third-party sellers, with rare exceptions like Anker being rewarded handsomely for achieving such high stature. Now, as Amazon increases opportunities to separate your brand from your competition, Sponsored Brands ads could be a silver bullet for expanding and scaling your Amazon business.
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Your introductory guide to Amazon Posts: Amazon’s own social media-like platform that savvy sellers are weaponizing to amplify brand exposure and sales.
At Viral Launch, we get plenty of questions from Amazon sellers looking to optimize their FBA experience. By far, the topics of boosting sales, increasing visibility, and building a brand on Amazon are the most frequently broached subjects.
Methods to achieving these goals exist. However, they can be intimidating for sellers due to a combination of complexity, cost, and time-consumption.
With an aesthetic and interface similar to Instagram, Posts allows sellers to promote their brand and products to a potentially massive audience. Additionally, it’s simple to setup and use, easy-to-understand, and best of all, it’s 100% free!
Instagram, TikTok, and Pinterest have invested heavily in integrating eCommerce into their social media platforms; Amazon already has a massive user base and eCommerce engine.
Although Posts is in beta, forward-thinking sellers are already building substantial follower counts and generating impressions by the thousands.
Unquestionably, sellers should familiarize themselves with Amazon Posts as soon as possible to start raking in followers and sales while building brand loyalty. With limitless potential, it only figures to become an even more significant aspect of the Amazon marketing mix.
To help you get up to speed, we’ve answered a few of the frequently asked questions about the powerful new feature below!
What is Amazon Posts?
Let’s go straight to the source on this one.
Currently in beta, Posts delivers your brand story to relevant shoppers as they browse your categories on Amazon. Shoppers can click through Posts to explore your brand’s feed, and discover product pages directly from your feed. Click through from your brand’s feed to your product pages. Posts appear on the Amazon mobile shopping app (iOS and Android) and on mobile web.
Mobile customers will be shown Posts for related products on the Product Detail page, presenting the opportunity to poach customers from rivals in the market.
Previously, sellers had to purchase this advertising space through PPC! Now, eligible sellers can do so for free.
Additionally, Amazon states that systems are in place to automatically place your Posts in feeds and product detail pages based on relevance and customer engagement. Just post your content and they’ll take care of the rest!
Eligible sellers must first set up a profile in the Advertising Console to establish your brand’s feed. Follow these simple steps to start posting sales-inducing content that stands out amongst the competition!
Click Create profile for the Store that you’d like to link Posts profile to.
Enter the appropriate information for your profile. a. Profile name: The profile name is shopper-facing and filled in based on the brand name. You have an option to edit it. b. Profile logo: Choose a 640×640 pixel or larger image under 100MB in RBG color format.
Select the checkbox for the Terms and Conditions and submit your profile for review. You can proceed with creating a Post while the profile is under construction.
To create a Post:
In Posts Publisher, click Create Post.
Upload an image: Choose a 640×640 pixel or larger image under 100MB.
Write a caption for your Post.
Add the ASIN related to your Post. If the ASIN is out of stock or there is no image on the product detail page, your Post will not be shown.
Submit Post for review. Before submitting, review all of the information to ensure each aspect is as desired.
Once you’ve submitted a Post, it goes into Amazon’s review process before going live. Within the Posts Dashboard, you can track the status of your submission. Typically, the review process takes no more than 4 hours.
Is there any way to monitor the performance of my Posts?
As a part of the Amazon Advertising Console, you’re able to track multiple metrics to gauge performance. Viewable impressions, engagement, and engagement rate in the console inform you of your reach.
Perhaps more importantly, customers have the option to follow your brand on Amazon. Furthermore, this allows a chance to retain customers and build brand loyalty like never before!
Should I be using Amazon Posts?
As veteran sellers know, any possible edge you can get on your Amazon competition can make a tremendous difference in your bottom line. With this in mind, a successful seller leaves no stone unturned in their pursuit of growth and eCommerce dominance.
Amazon’s simple and uniform shopping experience is one of many reasons why it’s the eCommerce platform of choice. Consequently, the uniformity in presentation, sellers are given few options to stand out. Because of this, all opportunities to distinguish your product should be explored and exhausted to maximize your chance at longstanding success.
With Amazon Posts, sellers get a golden opportunity to differentiate themselves with creative, inspiring content. Presently, too few sellers are taking advantage of this, making it a market inefficiency you can leverage into exponential brand recognition and growth.
If you’re already utilizing Instagram or other avenues to promote your business visually, you’re likely already doing a bulk of the work. All you need to do is set up your account and let the followers, impressions, and purchases flow in.
For your brand to have an opportunity to be promoted under competing listings at no cost is genuinely an unheard-of opportunity and should not be ignored! If we’re allowed to speculate, we hypothesize it may not be free forever.
Don’t let this opportunity go to waste! Sign up for Amazon Posts as soon as possible to take your brand to the next level.