Amazon Advertising Strategy: A Guide to the Whole Process from Creation to Optimization

On the Amazon platform, placing paid ads for products not only helps increase the exposure of the products, but also significantly increases the conversion rate. However, in order for advertising to truly achieve the desired results, sellers need to master a series of advertising techniques and follow a complete set of procedures to operate.

Ad Creation Steps

First, sellers need to log in to the seller’s backend homepage and click on the “ADVERTISING” tab. Then, select the “Campaign Manager” option in the drop-down menu that pops up. After entering the creation entry page, click the “Create ad campaign” button to start creating ads. Next, follow the instructions on the page to enter a campaign name, set a daily budget limit, determine a start date, select a keyword acquisition method, and click the “Continue to next step” button.

When entering the next step of setup, you need to define the ad group name and per-click budget. Then, select the products you wish to advertise and click the “Select” button to add the products to the “Products Selected” list. The last step is to set keywords for the selected products. If “Manual targeting” is selected, recommended keywords will appear for selection. After confirming that all information is correct, click the “Save and finish” button to complete the entire ad creation process.

Delivery skills

1. Choose popular styles

For products with multiple variations, sellers should prioritize popular colors or styles for advertising instead of pursuing niche personalized designs.

2. Avoid low-priced products

Consider the cost-benefit ratio and avoid advertising for products that are too low-priced, as this may make it difficult to recoup your advertising investment.

3. Keyword optimization

• Find keywords: Potential keywords can be collected through automatic advertising reports, Amazon search drop-down boxes, competitor listing titles, or professional tools.
• Settings and Optimization: Exclude keywords with no search volume; handle keywords that are too popular with caution; select precise keywords that are highly relevant to the product; pay attention to long-tail keywords; continue to monitor and adjust Keyword performance.

4. Reasonably adjust bids

Adjust bids based on ACOS (advertising cost to sales ratio), ensure that each change is based on adequate data analysis, and adopt a progressive adjustment strategy.

5. Use title search ads

For sellers who want to gain more exposure opportunities, Headline Search Ads (HSA) can display products at the top of the search results page, thereby increasing sales and brand awareness.

The above is a basic introduction and practical tips on Amazon paid advertising. I hope it will be helpful to sellers who are currently using or planning to use this service.