Although until now the major advertising platforms chosen by brands were Google and social networks such as Facebook, Instagram, YouTube and, in some cases, LinkedIn, Amazon Advertising has recently gained weight.
If we think about it carefully, it is not something strange. Well, it is a website that millions of people visit to buy, or consult about some type of product before making a purchase.
To give us an idea, in 2017 amazon.es received more than 1,373 million visits, which is about 3.7 million a day. With these figures, don’t you think it’s an interesting option to invest in advertising?
Let’s take a look at what exactly Amazon Advertising is, what it’s for, and how you can place an ad campaign on it.
What is Amazon Advertising?
In short, it could be said that Amazon Advertising is the advertising service that this company makes available to brands to advertise on their site and outside of it.
In fact, there are two types of advertising:
Advertising within Amazon
Here we talk about advertising the listings . That is, place ads that the user will see when browsing this website. It is specially designed for leads that are at the bottom of the conversion funnel, and therefore ready to make a purchase.
In this case, the types of ads that Amazon Advertising allows you to create are: sponsored, display, video, and featured store ads.
Advertising outside of Amazon
On the other hand, it has a solution, called Amazon DSP, which enables advertisers to show their ads on other sites, thanks to the segmented information it has about its users.
It could be classified as programmatic advertising. What it actually does is take advantage of its audiences to show them ads in other places.
Tips for running campaigns on Amazon Advertising
Let’s now look at more practical concepts about creating Amazon Advertising campaigns.
Perhaps, at first impression, it may seem somewhat more complicated compared to the platforms you normally handle.
But, just as the experience has helped you to program increasingly profitable advertising campaigns on other platforms such as Facebook, exactly the same will happen with Amazon Advertising.
Moreover, for this to be the case, you can start by following the tips that you will find below:
- Create the best version of your product page:
If you are going to invest in advertising, make sure that the page where your leads are going to land is perfectly optimized for their conversion.
Do not forget to include all the details of your product, as well as collect opinions from your customers so that other users can serve as a guarantee.
- Include the most interesting information for your client:
The person who normally searches Amazon is comparing products and is very clear about what they are looking for. In order for him to finally decide on yours, you must provide all the details that are relevant so that he can make the decision (for example, color, size, weight, width, length…).
- Go beyond the mere description of products:
Create persuasive texts to capture the attention of visitors and motivate them to make a purchase. You can also add elements that encourage sales such as scarcity, urgency, exclusivity…
- Do a previous analysis of keywords:
This way you can include them in your ads and have visibility for the terms that consumers use on Amazon to search for the type of product you sell.
Also keep an eye on the favorites of your competition. Chances are if they’re using them it’s because they have significant search volume.
- Test and test:
When you discover how to run advertising campaigns on Amazon Advertising, you will realize that there are different ad formats.
You don’t have to use all of them, but you do have to test which one best fits your product profile and audience. Or what is the same, which ones are more profitable for your business.
That is only known when tests are done. Therefore, go ahead and test its different formats and analyze the results.
How to stop a campaign in Amazon Advertising?
If for some reason you have created multiple Amazon Advertising campaigns and want to disable them, you can do so very easily. Simply change the status of the campaign you want to stop and that’s it.
This campaign will either be active, which means your ads are showing on the platform, or scheduled, which means it hasn’t started yet but will start on the set date.
And how to stop a campaign in Amazon Advertising? You must change the status to one of these three options:
- On pause . It means that it is temporarily stopped, until it is activated again.
- Archived . Once a campaign is archived it cannot be activated or paused.
- Finished . To do this you will have to change the end date to the current day. This will stop working at the end of the day.
How to program in Amazon Advertising?
Finally, let’s see how this platform works to place ads in more detail.
We talked about how to schedule a campaign in Amazon Advertising. And, very briefly, these are the steps to follow:
- Go to Amazon Marketing Services . Log in and start creating your campaigns.
- Choose the type of campaign you want to create . Remember, sponsored, display, video or featured store ads.
- Choose the product you want to advertise . Of all your offer, choose the one that is the subject of this campaign.
- Add campaign information . Name, budget you want to spend per day and duration of it.
- Choose a bid type and keywords . You can do this manually or use Amazon Advertising suggestions.
- Set the date you want it to start . When you do, it will be scheduled and will start on the day and time you have proposed.
Now that you know how to schedule a campaign in Amazon Advertising, are you ready to start creating your own? For its part, Amazon has documentation where you can expand all these details.
You can consult it and start testing, or, if it seems like a somewhat complicated issue, delegate it to a professional.