Amazon advertising optimization strategy: the whole process from product display rules to DSP advertising delivery
Basic conditions and display rules for Amazon advertising
To advertise on the Amazon platform, sellers need to ensure that their products meet certain standards. These standards are called “RRASINs” and include, but are not limited to:
- ASIN must be on sale;
- Must not belong to CPC advertising prohibited categories;
- You should have a shopping cart and it is recommended to use FBA service.
In order to further improve advertising effectiveness, it is recommended to meet the following additional requirements:
- At least 15 user reviews with a score higher than 3.5;
- Product pages have been optimized;
- Provide at least 5 high-quality main images and secondary images.
Amazon also has strict display rules for product images:
- Pictures must accurately reflect product characteristics and match the product name;
- Avoid showing irrelevant accessories or text markup;
- The background of the main image must be pure white, without watermarks or other logos;
- The size should be within 1000 pixels, and the longest side should occupy more than 85% of the screen when enlarged;
- Display of children’s underwear and swimwear is prohibited.
DSP advertising strategy
As the Amazon platform matures and keyword search volume stabilizes, sellers need to adopt more active marketing methods to increase exposure. DSP (Demand-Side Platform) advertising has become an important tool.
Preliminary preparation
Before starting to place DSP ads, sellers should conduct an in-depth analysis of product features, target user groups, and potential demand. Conduct market research from a user perspective, emphasizing user experience rather than pure product attributes.
Advertising production
Given that Amazon users’ browsing habits tend to be fragmented, creatives need to be designed to capture attention quickly. In addition, ad formats need to be adjusted according to different devices (such as computers and mobile terminals) to ensure that messages can be effectively conveyed in various environments.
Publish delivery
Clear target audience characteristics, including but not limited to demographic information (such as gender, age, income level, etc.), in order to accurately target potential buyers. This step is crucial to improving your ad performance.
Optimization summary
Continuous data analysis and strategic adjustment are the keys to the success of DSP advertising. Gradually improve advertising performance by optimizing delivery time, budget allocation, positioning conditions, and creative content. Based on actual user feedback and data monitoring results, the delivery plan is continuously improved.
To sum up, the use of Amazon DSP advertising involves multiple links, from early preparation to later optimization, which requires careful planning and execution. Properly understanding and using this tool can help sellers better reach target consumers and increase product sales.