Want to win a place in the Buy Box and build your own brand? Whether you are selling in Seller Central, Vendor Central or Vendor Express, you need to know which type of advertising to use and how to use it. Phil Masiello shared his insights on this. Currently, Amazon Marketing Services offers sellers three advertising options: product display ads, sponsored product ads, and headline search ads.
Product display advertising
Product ads are only available to sellers on Vendor Central and Vendor Express. When setting up product display ads, you can choose to target specific product categories. For example, if you are selling five razors, you can target five razors from other brands. This is a more targeted method of advertising and should have a higher conversion rate.
Interest-based advertising is more extensive. Usually, razors are for men’s shaving needs. This way, your ads will be visible to more people, but the conversion rate will not be as high. However, you can only choose one and you cannot combine two in the same ad. However, two ads can be created: one for a specific product and one for the buyer’s interest. Then see which one produces the best return on investment.
Your product display ad can appear on a competitor’s product details page, usually under “Other sellers on Amazon.” Product display ads can also appear in search results, right column, bottom of page, and customer review pages and Amazon-generated marketing emails, such as follow-up and recommendations. At the same time, product display ads run on Amazon’s desktop, mobile portal and mobile apps.
Advertisers do not choose the exact location of the product display ad, which will appear in multiple locations based on factors that are selected by the product you choose or the buyer’s interests.
Sponsored product advertising
Sponsored product ads are keyword driven and have either “manual keyword targeting” or “automatic keyword targeting” and each has its own advantages.
Manual keyword targeting is similar to Google advertising terms and other pay-per-click platforms. To build a list of key keywords, determine the match type (broad match, phrase match, or exact match) for each keyword and set your bid. You can enter up to 1000 keywords. With Amazon’s Event Manager, you can monitor the performance of each keyword, adjust bids, add and remove keywords.
Automatic keyword targeting leverages Amazon’s search shopping intelligence. Amazon’s search algorithm can find the best keywords for your event. This eliminates the task of manual positioning. You no longer control the bid price for each keyword, just set a daily spend amount.
When Phil Masiello creates a sponsored product ad for a new item, it always starts with automatic targeting. After four weeks, run the search term report in the “Ad Reports” area. This report is different from the regular search term report in the Activity Manager.
Consumers use specific keywords when they find your products, and ad reports can show which keywords and which keywords contributed to the deal. It also tells you which ASIN (Amazon Standard Identification Number) is being viewed when a customer clicks on your ad. This is a valuable piece of information. You can use these keywords to optimize your product pages to generate more organic traffic.
Sponsored products usually appear in search results, at the top or bottom of the right column or page. Sponsored products are popular among all sellers. These ads are easy to make and can usually be approved within an hour.
Title search ad
Title search ads are keyword driven and appear at the top of the search results page. This type of advertising is available to both suppliers and third-party sellers.
The appeal of this type of advertising is flexibility. You can have up to three items in one ad, or you can link your ads to your brand page, which lists all of your products. Test multiple ads and determine which one works best. Create a keyword list and choose a match type: phrase match, exact match, or broad match. Set bids for each keyword and track results. After the ad has been running for a few days, look at the bid for each keyword and set a price for the “estimated winning rate.”
According to Phil Masiello’s experience, headline search ads are expensive and efficient, and can be used for brand building for the top consumer groups. Be cautious and monitor performance every day. At the same time, three types of advertisements are released, and the product page is optimized to achieve the best results.