Maximising ROI with Amazon Advertising: A Guide for E-commerce Marketers
As an e-commerce marketer, you already know the importance of Amazon in your sales strategy. Amazon is the biggest e-commerce platform in the world and accounts for nearly 40% of all online sales in the US. However, with over 2.5 million active sellers on Amazon, it can be difficult to stand out from the crowd and maximise your ROI.
In this guide, we’ll cover some strategies for leveraging Amazon Advertising to drive more sales and achieve a higher ROI.
Keyword Research and Optimization
Keyword research and optimization are critical components of any successful Amazon Advertising campaign. To start, use a keyword tool to identify the most relevant and high-volume keywords for your product. Once you have your list of keywords, optimise your product listing and advertising campaigns to include those keywords in your title, description, bullet points, and backend search terms. This will improve your search visibility and increase your chances of ranking higher in Amazon search results.
According to a recent survey by Jungle Scout, 87% of Amazon sellers use Amazon Advertising to drive sales, and 39% of those sellers spend over $1,000 per month on advertising. With this level of competition, it’s important to stay on top of keyword research and optimization to ensure that you’re getting the most out of your advertising budget.
In addition to keyword targeting, Amazon Advertising offers product targeting, which allows you to target your ads to specific ASINs (Amazon Standard Identification Numbers) or product categories. This can be a powerful way to increase your exposure to shoppers who are already interested in similar products.
According to Amazon, product targeting can increase click-through rates by up to 50%. When setting up product targeting, be sure to choose products that are complementary to your own and that have high customer ratings and reviews. This will help ensure that you’re targeting the right audience and that your ads are being shown to shoppers who are most likely to convert.
Automatic vs. Manual Targeting
When setting up Amazon Advertising campaigns, you have the option to use automatic targeting or manual targeting. Automatic targeting allows Amazon to show your ads to shoppers based on their search history and other behaviours, while manual targeting allows you to choose the specific keywords and products that you want to target.
While automatic targeting can be a good option for beginners or those with limited time, manual targeting typically results in better performance and a higher ROI. According to Amazon, manual targeting can result in up to 38% higher conversion rates than automatic targeting.
Amazon Advertising can be a powerful tool for e-commerce marketers looking to increase sales and maximise their ROI. By conducting thorough keyword research and optimization, leveraging product targeting, and choosing the right targeting options, you can improve your Amazon Advertising performance and drive more sales. With the right strategy and execution, you can stand out from the competition and achieve your sales goals on Amazon.
Axle & Olio provides comprehensive eCommerce services to enable your brand to succeed in the digital world. From creating a customised eCommerce website to implementing digital marketing strategies, we are your one-stop-shop for all your branding needs. If you wish to discuss how you can make your Amazon marketing productive and fruitful, you can discuss your queries in detail with our team.