Amazon Marketing Services: A Tool for Driving Sales

According to Bloom Reach, the number of product searches is doubled on Amazon compared to Google. This influences 63% of marketers to increase their advertising budgets on Amazon E-commerce ads.

Initially launched in 2012, Amazon Marketing Services (AMS) have already undergone a flurry of development and modifications. Today, many vendors have transitioned into using this AMS advertising platform. Based on a 2017 survey, fifteen percent of brand marketers are now using AMS as a means to advertise their products. The steady activities in this platform, however, indicates that more and more marketers are adopting the utilization of AMS.

What is Amazon Marketing Services?

AMS provides valuable tools that can help Amazon vendors in terms of driving traffic and producing efficient product advertising. In simple terms, it is an Amazon PPC or pay-per-click platform wherein products can be viewed by relevant visitors through keywords and shopper interest. However, a click does not indicate a purchase. Thus, it is relatively important to understand and learn how to leverage the platform to its potential.

What Are the Available Advertising Campaigns?

Amazon offers three AMS campaigns where vendors can pick out particularly targeted ads. These campaign ads include Amazon Sponsored Product Ads, Amazon Product Display Ads, and Amazon Headline Search Ads. All of these AMS ads are being operated through the Amazon Advertising Platform (AAP) and are incorporated in various formats, e.g. display ads, mobile banner ads, etc.

Sponsored Product Ads
These campaigns will allow you to establish a daily budget and let you determine your keyword targeting options. As a vendor, you can decide on the products you want to market and advertise. In order to optimize these campaigns, you should be able to utilize the search queries and keyword suggestions.

These ads are usually either manual (keyword driven) or automated (content driven) targeted campaigns that appear on the right and bottom or top rail of search engine results page. Generally, they are considered as a middle-of-the-funnel campaign since it comes out in locations where customers are likely to consider a variety of options for a purchase. Sponsored Product Ads are also popular since it is available to both the first party vendors and 3P sellers.

Headline Search Ads
Here, you have to determine and select a certain ad landing page where you can advertise your products. Like Sponsored Search Ads, these campaigns are also being run by keyword targeting. The seller will have to set a budget for the whole campaign with a minimum of $100. Under this, you will able to put a single product image and a headline in the ads.

These ads are totally keyword-driven which accompanies a manual targeting strategy. It appears at the top part of search engine results page (SERP). Headline Search Ads are only accessible and available to Amazon first party vendors.

Product display Ads
For these campaigns, the seller will have to determine whether a certain product or a general interest will be targeted. The overall campaign will require a budget of at least $100. The Ad campaign will allow you to add a logo and a headline to make it more appealing. These ads demand less creativity compared to Headline Search Ads since most of the content of these ads are generally populated with product listings. A box where you can have your ad be seen in the related product section is also available. The box section is where you put your product on other items that are not entirely similar to the one you are advertising.

Product display ads are considered unique since marketers must depend on Interest-based targeting or Product Targeting Options.

The interest-based targeting is a method used to target an audience of buyers who share their interest in what you are offering. This usually would result in a higher volume but in a lower conversion rate. This is due to the reason that these ads target and focus on shoppers that may have actually purchased your offered products in the past.

Product targeting, however, allows marketers to become more granular, resulting in a higher conversion rate. In the end, it is important to do an A/B testing to determine which one is satisfactory for you.

One of the major benefits of all these AMS advertising campaigns is that you will only have to pay per click. If a shopper scrolls past your ad, then you will not be required to spend a sum. However, you do want your ad to be visited in order to drive conversion. To do this, you will have to optimize your ad so that clicks will turn into purchases.

What Are the Different Keyword Types to Use?

One of the primary benefits of investing in Amazon PPC campaigns is that you can encounter actual buyer search queries and can identify which searches would lead to sales. Thus, if you are running pay-per-click campaigns, you need to study and learn Amazon marketing strategy to further increase conversions.

In order to get more visitors and shoppers to discover your Amazon ads, you need to incorporate keywords within them. It is important to use the best keyword for your Ad copy since it is a word that people would search on Amazon. There are several ways that you can utilize a keyword. There is the single term search keyword wherein only a single word is incorporated. You can also have the multiple phrases term search where the series of words are under a particular order. Other types of keywords for you to check include:

Complementary Product Keywords
These are keywords that refer to an item used in conjunction with the particular product that you are marketing. For instance, if you are trying to sell ink cartridges, then you will choose “printers” as one of your keywords. In this case, a shopper who wants to purchase a printer would perhaps be interested in buying the ink cartridges as well. This, in turn, can help drive traffic and demand.

Out of Category Keywords
This is when you use a keyword that is not related directly to the product you are trying to market and sell. Instead, it is a keyword that aims to point out a particular field where the product keyword seems to be relevant to them. In this way, you can gather potential customers who generally would not check out a product on its own.

Branded Product Keywords
Keywords that utilize your brand name belongs to this category. It may come up in a variation. For example, if the name of your brand has a term “the” with it, you are allowed to eliminate that word and have a single keyword instead. On account of this, people who may search a similar word to your brand name will be able to view your ads.

Competitor Branded Keywords
These are keywords that are also used by your competitors. You may want to implement the similar keywords as them. This is helpful especially if that competitor is equally or more popular than your brand.

Sponsored Products Automatic Targeting Keywords
These are successful search queries and keywords from your automated targeted ad campaigns.

An effective ad campaign will utilize a combination of these keywords as it improves a wider chance of discoverability.

What are Other Strategies that Help Builds an Effective Ad Campaign?

In order for an ad campaign to be effective and successful, it has to be continuously operated. The number of shoppers that makes numerous purchases on a monthly basis is huge. As a vendor, you should be able to take action in the forefront of a prospective buyer’s mind. Part of running these ad campaigns is providing suggested keywords. Along with that, you will also be able to determine whether the keyword attracts traffic in a high, medium, or low amount. Most vendors opt for keywords that generate high traffic, but they seem to be remarkably competitive. You can get them, but you must also have to put into consideration keywords in the low and medium ranges.

In creating ad headlines, you should be able to encourage and entice customers in order to induce an immediate response in regards to your ads. You can include a call-to-action (CTA) phrases like “Buy Now” or “Find Out More”. Conversely, it would be best to avoid terms like "The Number One Product" since these are generally considered as unsubstantiated claims.

You can also try testing out several ad campaigns to operate concurrently. There should be some differences between each campaign option. You can wait for a month and see which one tends to be more successful. You can continue operating these different platforms until you end up with a successful and effective digital marketing strategy.

What are the Needed Requirements for AMS Ad Campaigns?

While all ad campaigns are available to Amazon vendors, it does not indicate that you can run them promptly without fulfilling Amazon’s requirements. Each campaign has their own specific requirements before you can utilize them.

For Amazon Sponsored Products Ads, you are required to have an active account on Amazon Professional Sellers. Your ability to do shipments to all U.S locations will also be needed. In regards to your product, it needs to be brand new to make it eligible in the product listings. Approved listings are eligible for Buy Box. If your product listings are not qualified for the Buy Box, Amazon will not display your Sponsored Product Ad to buyers. Ads that are not qualified and eligible are flagged under the Seller Central’s advertising tab in Campaign Manager. Currently, these ads are only available to limited countries. These include China, Spain, Italy, France, UK, Germany, U.S, and Canada.

Both Headline Search Ads and Product Display Ads are only accessible and available to Amazon sellers. For AMS headline ads, you will be required to provide your custom headline and product image. At the same time, vendors who will apply for Product Display Ads need to issue their own logo and headline.

How to Qualify for AMS Amazon?

While internet marketing like AMS provides open opportunities, it is available only to those who meet the requirements. For safety and authenticity purposes, vendors with approved Amazon accounts are the only ones eligible to make a transaction in AMS. In order to be approved, you will be required to meet one of these credentials to gain admission.

  • Kindle Direct Publishing account
  • Advantage Central login
  • Vendor Express login
  • Vendor Central login

Most sellers consider the Vendor Express as the most direct and uncomplicated method. With Vendor Express, anyone in the program can access AMS.

How to Utilize Bid Strategies?

Bidding can optimize your campaign performance. Amazon builds many parameters in considering the winning bid among campaigns. The ranking systems of ads are being considered with some factors. These include keyword relevance, daily budget, Ad relevance, buy box eligibility, and ad rank. The benefits of this dynamic spending approach are that you will be able to gather data more efficiently.

How to Create a Highly Targeted Sponsored Product Ad Campaign?

In order to produce an effective targeted advertising, it is important to consider the targeting strategy that you are going to utilize.

Manual Targeting enables vendors to set keywords manually. Since it allows vendors to explicitly identify search queries for their ads, it gives them a high level of control in terms of their Sponsored Product Ad campaigns.

Automatic Targeting is a process that allows vendors to make changes fluidly. With this method, your ad will automatically target every relevant customer searches according to the product details. One of its advantages is that it lets vendors skip the process of keyword selection. However, the level of control associated automatic targeting is basically low in contrast to manual targeting.

Ending Note

One of the most beneficial and effective methods of promoting your product with relevant Amazon customers is through Amazon Marketing Services. Many companies and individual vendors have experienced success with this platform. By following the best and correct practices, your brand will have a profitable presence in one of the most powerful online marketplace in the world.

When marketing your Amazon services, it will not hurt to use tools like SageMailer in order to gain more sales and improve your online reputation. You can try SageMailer’s free 21-day trial to see the immediate result!

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