How can you properly use Amazon marketing tools?

This short post is devoted to Amazon marketing tool namely AMS. It is critical to discuss this topic due to the “competitor intimacy” the most online merchants face on Amazon in our days. 

Amazon Marketing Services (AMS) provide online vendors with numerous benefits and give them an opportunity to stand out from their competitors and rank their products high on Amazon search results page. 

Each experienced Amazon marketer knows that not each click on your listing can mean a purchase. That is why it is significant to understand how to use Amazon marketing tool to get a substantial profit from it. 

Why do you need to use Amazon marketing tools?

As I have mentioned before Amazon is a very competitive marketplace where most of your niche competitors are a single click away, and you all provide the same advantages and have the same weak points. In other words you are going neck and neck with your market niche rivals and have the same chances to win the buy box on Amazon. Your potential customer may click on your competitor’s page, and you will lose a sale in one moment. That is why you have up to 10 seconds to convince a searcher to choose exactly your product. 

Amazon Marketing Service will help you attract more potential customers and increase your brand visibility on Amazon. Moreover, it allows targeting ads to users at different stages of buying intent. It provides you with an ability to get your brand in front of additional in-market shoppers on Amazon. 

Headline ads play the role of branding, sponsored products target users who are interested in a particular product. Such product display ads help you keep potential customers within your own Amazon shopping environment.  

Amazon Marketing Services evolved into three main Amazon advertising formats:

• Amazon Sponsored Products Ads
• Amazon Headline Search Ads
• Amazon Product Display Ads

All these advertising formats have their spot in the Amazon conversion funnel. A winning marketing strategy requires all these three functions as well as each campaign’s different targeting types. 

Headline search ads

Headline search ads are based on the top of the sales funnel. It is the first thing users observe on search results page and directly affect searchers buying decision. They are best for branded and general category searches. Headline search ads usually feature a custom text headline and several related products. They include targeted search terms and serve best for general queries. They give you an opportunity to interact with your targeted audience at the very beginning of their search. 

Distinguishing the fundamental benefit of headline search ad is worth. It is the ability to direct clicks to something other than a product details page. You receive an opportunity to send your clicks to such URL types as custom URL, brand page, search results page and products page. 

Sponsored product ads

Sponsored product ads can be of two types - automatic and manual. The first one is content driven, while the second one is keyword driven. These ads are placed on the TOP or bottom of Amazon search results page when you use a desktop and on product detail page when you use a mobile device. Sponsored product ads are considered as the middle-of-the-funnel ads as they appear in front of the potential customers when they compare different options for purchase. 

These ads are available not only for vendors but also to all third-party sellers on Amazon. You can quickly create them and the same quickly receive approval. 

This advertising campaign is similar to Google shopping as the ads are for a particular product. Moreover, Amazon also takes into account the relevancy of your product to user’s query, your pricing policy, reviews, and sales history. 

The best of it is that you can choose between automatic and manual targeting types. When you run your ad automatically, Amazon uses the available information to match your product ads with the most relevant search terms. In a case when you ran your advertising manually, you can upload a list of search terms by which you can target your product ads. Manual campaigns have the higher cost per click, but provide better targeting options, while automatic campaigns can be easily created and appear on a broader number of searchers.   

I can’t vote either for manual or for automatic product ads. They are both beneficial for your business, so I strongly recommend to use them in a complex.    

Among the primary requirements for Amazon Sponsored Products, we can distinguish the following ones:

• An active Amazon professional seller account;
• Ability to ship to all addresses on the territory of the United States;
• Your products listing should be based on several available categories;
• Your should retail only new and original products;
• Your ad should be created only for the listing that available for the buy box. Otherwise, your ad will not be displayed to your potential customers on Amazon. 
• You should retail your products in one of the following countries - US, UK, Canada, Germany, France, Spain, Italy, and China. 

Product display ads

Product display ads are based at the bottom of the sales funnel and are shown only on product detail pages. It is your last opportunity to entice your potential customers to make a purchase. 

This kind of ads can be targeted by the type of product a customer is going to buy or by his current or previous preferences. Product targeting gives you an opportunity to determine which product pages you want your ad to be placed on. For instance, you can display your products on your market niche competitor pages, provide Amazon searches with complimentary items at a reasonable price. However, it is worth to say that product targeting is limited in depth as you need to select the things for which you want your ads to appear. 

In its term, interest targeting can cover more ground but with slightly less relevancy. Utilizing this kind of ads you can show your products for users who a viewing a particular category of products or the related items within the same category.