THE

ULTIMATE
Guide to AMAZON
Guide to AMAZON
ADVERTISING & MARKETING
ADS

How to Advertise Like a Pro & Drive

Customers from Awareness to Conversion
 Table of Contents
1. Advertising Amazon Products in the Modern Era

2. What are Amazon Ads

4. Getting Started with Amazon Ads

6. Amazon Keyword Campaigns

7.3 Main Amazon Ad Types

9. External Marketing Platforms

Advertising Amazon Products in the Modern Era
As Amazon has grown as a selling platform, so has the competition between sellers in the same
product niche. The necessity for marketing your product to Amazon customers has risen expo-
nentially. However, what method of advertising should you choose?

ADVERTISE

YOUR
AMAZON
PRODUCT
HERE

In the world of brick-and-mortar businesses with a physical location that allow shoppers to visit,
view and purchase products, marketing your product online is a bit simpler. Traditional
advertising can be done in a variety of ways that include billboards, TV and radio commercials,
print ads in magazines and trade journals, or even ads at the bus station. However, the issues
with these methods are twofold:
1. These advertisements are more widely distributed and lack specific targeting
2. Return on Ad Spend (ROAS) is hard to calculate because of the difficulty in tracking the
above mentioned ads

These options are not well suited for products sold exclusively through Amazon due to the fast
paced nature of e-commerce. Customers are able to see multiple products in a very short time
and can make knee-jerk decisions based on a single photo. This being the case, Amazon
sellers would be smart to utilize marketing strategies that are exclusively online and trackable.

The benefit of using online-only options in marketing is the ability to push customers through a
controlled sales funnel that can take them directly to the point of purchase in as few steps as
possible. These online ads are virtually everywhere you go when surfing the Internet, and are
often contextual to your individual search queries, search history, known interests, and more.

While there are certainly external means of spreading the word about your product (Google
AdWords, Bing, Facebook, YouTube etc.), the most beneficial avenue for sellers to promote
their physical products is to use Amazon ads.

This guide will primarily focus on using Amazon as your main advertising and marketing
resource since it offers the most perks for sellers and has the most impact on your product
ranking.

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What Are Amazon Ads?
Amazon advertising comes much in the same form as those you would find on Google or Bing.
Amazon Ads, often referred to as Sponsored Product Ads, allow you to buy ad space to
appear as a sponsored result on search results and product pages. The caveat for these kinds
of ads though is that they appear mostly on Amazon, and they are based on customer search
inquiries.

Amazon ads work very much like CPC marketing campaigns in Google AdWords in that sellers
bid for preferential placement on SERPs for specific keywords and phrases. You’ll only be
charged once someone clicks on your ad. Besides being Amazon-exclusive, these ads can also
directly influence your product’s ranking for the same keywords.

Amazon ads are different from other ad networks and traffic sources in that they relate specifi-
cally to purchasing decisions. This is valuable information if you’re a company advertising on
Amazon because it allows you to gain insight into which keywords are converting for your
products. As a result, your organic ranking will likely improve, especially on certain keywords
that convert via PPC.

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What Are the Benefits of Using Amazon Ads?
Using Amazon as your primary platform to market your AMAZON PRODUCT comes with many
benefits that external advertising platforms cannot match, including:

● Market directly to potential customers: When customers are on Amazon itself looking for a
product to buy, they will see your product advertisement appear in relevant search results.
With Amazon ads, you are only marketing to people are actually interested in purchasing
your kind of product instead of window shoppers.

● Increase overall sales with more brand exposure: As people click on your product ads (or
even see your ads in their search results time and again), your seller brand will begin to gain
some notoriety from customers interested in your product. Additionally, if you sell other
products under your Amazon brand, you may also a boost in sales for these products as
well.

● Increase organic product ranking on Amazon: There’s strong data that shows if you run a
successful Amazon ad campaign for a certain keyword that produces conversions, your
listing will likely rise in organic ranking for that keyword.

● Measure advertisement performance over time: Amazon provides you with intuitive
analytics that measures the success of your Amazon PPC campaigns for individual keyword
bids. This information is pivotal in knowing which keywords to concentrate your efforts on to
get more sales.

● Cost-efficient for your marketing budget: As of right now, bidding for Amazon ads tends
to be less costly per month than many of the other external marketing resources available.
Now is a great time to bid for your desired keywords while your competition is relatively low
in comparison to other forms of PPC campaigning.

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Getting Started with Amazon Ads
If you are interested in getting an Amazon ad placed for your product, you need to https://advertising.amazon.com/
Register for
https://advertising.amazon.com/
an Amazon advertising account. Of course, there are some choices you need to make in
regards to which advertisement types you want to utilize when marketing your product.

Firstly, you need to choose the product(s) you wish to advertise. You can choose individual
products to market or your brand as a whole containing multiple products. It’s beneficial to place
your products in Categories to make them easier for customers to find.

Additionally, you must set up your budget for the maximum you are willing to spend on Amazon
ads each month.

Types of Amazon Ads

Ad placement and design can vary depending on the type of ad used by a seller, but they are
easy to spot due to the obvious “Sponsored” or “Ad” carefully placed in the listing. Here are
some examples of where you may see these ads appear on Amazon:

(Top) Premium ad for branded products related to the “mens slippers” search.
(Right) Self-serve ad for related product to the listing product.

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Sponsored products related to the searched product, found near the product description.

Sponsored products related to the listing product, found near the product reviews.

Multi-page Store ad found on the first search results page for “mens shirts.”

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Amazon Keyword Campaigns
When setting up your ads, you can either have Amazon automatically create them based on
perceived keywords in your products or create them manually using your own list of keywords:

Automatic Keyword Campaigns

This option allows Amazon’s algorithm to make the keyword decisions for you. Data from your
product listing and the keywords of your competitors are strong considerations for keywords the
algorithm chooses. While this kind of campaign is relatively easy to set up and let run on its
own, some sellers may find the lack of control over what keywords Amazon chooses to use for
your ad campaign. Sometimes, your product ads may appear on irrelevant pages, wasting your
budgetary resources.

PRO TIP: To get around Amazon bidding on irrelevant keywords and prevent wasted marketing
funds, add words you DO NOT want Amazon to bid on as “negative keywords” during your
keyword campaign setup.

Manual Keyword Campaigns

This option gives you complete control over what keywords your Amazon ad campaign will bid
on for PPC marketing. Most sellers prefer this method to the automatic campaigns because it
gives them control over what keywords and phrases are to be specifically bid on. Inputting
keywords to target manually can save you money by only bidding on keywords you have
researched thoroughly for your product niche. Most often, sellers provide their own keyword lists
that include the following keywords types:

Broad match: Your ads will appear on search result pages that are relevant your chosen
keywords such as synonyms and other related terms. Bidding on these search terms can widen
your product’s reach beyond your target audience.

Phrase match: Your ads will only appear on search result pages for customers who use the
exact keyword or phrases you have designated, or close variations of them. These types of
phrases can include a few words before and after the phrase. However, extra words cannot
appear in between the phrases you have designated.

Exact match: Your ads will only appear on search result pages in which customers type in the
EXACT keyword or phrase you have bid on without any variability. Typically, only slight
misspellings and plural forms of words are acceptable exceptions.

PRO TIP: Use a combination of the three types to find the best keywords or phrases possible.

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3 Main Amazon Ad Types
There are three main types of ads you can configure through Amazon including Sponsored
Products ads, Sponsored Brand ads, and Product Display ads.

Sponsored Product Ads

Sponsored product ads operate much in the same way advertisements run via Google AdWords
or Bing Shopping. Your ads will appear on the top or bottom of search results pages for your
targeted keywords. These ads will also sometimes appear on the side of competitor product
listings that also rank for the keyword you are targeting.

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Sponsored Brands (Formerly known as Headline Search Ads)
Sponsored Brands ads appear as headline banner ads in the search results at the top of the
page. These ads operate as pay-per-click, and typically lead customers to a specific landing
page on Amazon that advertises three or more products. These products are typically in compe-
tition with or are related to the search the customer performed.

Product Display Ads

Product display ads work differently than the other two ad formats. These ads are pay-per-click,
but do not target specific keywords. Instead, product display ads target product niches and
interests. They drive customers to a product detail page and are usually positioned along the
right side of a product listing or towards the bottom of the page.

Amazon has expanded their advertising options through their https://advertising.amazon.com/

Amazon Advertising service:
https://advertising.amazon.com/products/sponsored-products/
● Sponsored Products
● Sponsored Brands
https://advertising.amazon.com/products/sponsored-brands/
● Multi-Page Amazon Stores
https://advertising.amazon.com/products/stores/
● Display Ads
https://advertising.amazon.com/products/display-ads/
● httVideo
ps:/ advertising.amazon.
Ads com/products/video-ads/
● https:/
Custom
/advertising.amazon.Adscom/products/custom-ads/
● Amazon DSP
https://advertising.amazon.com/products/amazon-dsp/

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External Marketing Platforms
Consumer behavior has changed over the years as Amazon has gained market share, especial-
ly in the United States. This means, an omni-channel approach to advertising is more important
than ever.

For example, nowadays someone might initially see a product in a brick and mortar store,
perform research on Google, see a retargeting ad on Social or Search (think Facebook, Insta-
gram and Google) and make their final purchase on Amazon. This isn’t a “one size fits all” flow,
but let it serve as an example of how important it is to have a presence on these channels to
stay relevant in your customer’s mind.

Google and Bing

Google is an advertising platform you simply cannot ignore if you’re an ecommerce brand
looking to grow. Roughly 90% of Google’s revenue comes from its advertising sales, which
accounts for about ⅓ of the world’s digital ad revenue. Google offers up several ways to adver-
tise on its platform:
● Shopping Ads
● Search Ads
● Display Ads
● Remarketing Ads
● Video ads

The most frequently used ad type is Search Ads - commonly referred to as Adwords. If you’ve
used Amazon’s Sponsored Products ads platform to bid on certain keywords, you’re already
ahead of the game. Both platforms work off of a Pay-per-click (PPC) format where your bid on
certain keywords determines your placement in a users search results. Bid is the main factor
that determines your ad placement, but Google also factors in your ad’s Click-through-rate
(CTR), Quality of your landing page, Context of the users search to your targeted keywords,
and ad relevance to the user’s search.

The remaining ad types are worth exploring once you’ve mastered Search. Advertising on
Google can quickly become overwhelming, so we recommend mastering one at a time to keep
your ad spend under control and as close to profitable as possible.

PRO TIP: Similar to Amazon Sponsored Products and any other digital advertising platform for
that matter, optimization is a key component to advertising on Google. It’s rare to be profitable
when you launch your first ad. These ad networks require constant testing of creatives, head-
lines and optimizations after launch to find and scale winners. Be patient and let the data guide
you.

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Youtube
Owned by Google, YouTube is also a great way to use video in your advertising stack. Even if
you don’t have a killer viral video like Dollar Shave Club, Poo Pourri or Purple Mattress, you
can still create YouTube videos that sell your product in perpetuity.

You can use YouTube Display advertising or Video Ads to advertise on YouTube. Display ads
appear in several forms including banner ads and rich media; images, audio and text. YouTube
targeting allows you to display ads based on interests, demographics and choose certain place-
ments.

Don’t want to run paid ads on YouTube yet?

YouTube doesn’t just have to be a pay-to-play platform either. It can serve as a great content
distribution platform as well. If you know what types of questions your customers are asking in
your niche, build out video content that will help bring value and answer questions for your
audience. These videos will live on YouTube and could potentially bring in sales forever.

Facebook
Facebook ads are the holy grail of ecommerce advertising. From product launches, to building
lists prior to launch, to Facebook groups, to retargeting and building lookalike audiences with
your Amazon customer data, you can do almost anything your advertising heart desires.

Facebook still has massive organic reach through the shareable nature of their platform. Users
can tag friends, like and share your ads which puts more eyeballs on your ads than just the
ones you paid for.

Lastly, Facebook isn’t just a great tool to get sales. You can use a simple funnel that collects
emails while converting shoppers to buyers (see below).

SEND

LANDING PAGE

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To advertise on Facebook you’ll need: a Facebook page to advertise on, a Facebook Ads
Manager Account, a Credit Card, and a landing page to collect emails or sell your product.

PRO TIP: Don’t give up on the sale when a user leaves your website, be sure to retarget
customers who visit your website with Facebook or Instagram ads. Facebook has strong retar-
geting capabilities which allow you to pixel users who visit your website and retarget them later
on. These users are warm leads that will allow you to acquire customers at a much lower cost
than your cold awareness ads.

Instagram
Instagram, owned by Facebook, is another powerful platform to advertise on. Instagram is more
heavily weighted towards creative (picture and video) than ad copy. So be sure to prioritize
quality image and video content so you can stand out against the competition.

Instagram, like Facebook, has a robust reporting platform and highly refined audience targeting
capabilities. This makes it the most sought after and advanced ad network in the world. Don’t let
this deter you from getting started though. You can learn how to run Facebook and Instagram
ads for as little as $5 per day.

Native Ads
For all you ex-affiliate and performance marketers out there who know how to test, optimize and
find winning campaigns, don’t be afraid to throw some native ads into the mix if your product
grabs the attention of a user on one of these ad placements.

Native ad placements (seen below) blend in with articles and content already found on the
page, creating a more trusting and familiar feel than a banner ad for example. Simply put, they
don’t seem like ads. It gets better - if you find winning creative and headline, you can pay as low
as $0.01-$0.03 per click. That’s a far cry from the $2, $5 or even $15 CPCs you might see on
Google or Facebook. Worst case, you don’t get a conversion and you can cookie them so you
can remarket to them later and close your warm lead.

Some examples of platforms that make creating native ads easier include Taboola, Outbrain,
and RevContent.

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