5 Expert Tips for Advertising on Amazon in 2021

  • 5 min read

Amazon keeps pushing hard for advertising. In 2019, they made almost $10 billion in ad revenue. This is the reason why you should scale your advertising on Amazon in 2021.

A 2020 report on Amazon reveals that 73% of the surveyed brands advertise on Amazon. Also, 83% experience 4x returns with Amazon Advertising.

Here are 5 key Amazon advertising trends to watch out for in 2021.

1. Make the Most of Amazon SEO

The higher you are on the search results, the more you can sell. Create exposure using a solid Amazon SEO strategy. This means optimizing your product listings with targeted keywords. 

You’ll find the keywords that people used to find your product in the Amazon Search Terms. Also analyze your competitors' keywords to select the most relevant terms for you. Focus on: 

  • Head Terms - Basic words and short phrases that identify your product. These are words customers search on a regular basis. 
  • Long-Tails - Long-phrase variations of head terms. They are more specific keywords, so they target a narrower audience. 

Include the most search-relevant keywords in the title, backend, and bullet points. The right keywords will boost your search rankings. 

You should also take care of these key features in your product listing optimization:

  • Phrase Matching – Use phrases that contain your most relevant head terms. This means a customer using a long-tail keyword can hit on your product.
  • Image quality - Make sure your products look good and tell how the product will benefit them. Great image quality will increase your chances to make a sale. 
  • Product description - Don’t leave fields blank on your product listing. A precise description ensures that shoppers will come across your product. 

SEO and Product listing optimization will drive you to top of the search results. Also, it will tell you what motivates your target customers to buy your products. 

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2. Create Targeting Campaigns

Your Amazon Search Terms report may include some ASINs or product categories. If so, you should focus on creating Product and Category Targeting Campaigns.  

Product Targeting Campaign

Amazon Standard Identification Numbers, or ASINs, are unique identity badges for your products. 

While most shoppers rely on keywords and search terms, others use ASINS to find the items they need. 

Let’s say you discover that you get many orders from various ASINs. What’s your next step?

  1. Narrow down the most searched ASINs and items with multiple orders. 
  2. Target those ASINs so they appear for relevant searches and drive product sales.

Targeting ASINs can ensure that your products ads are triggered when shoppers look at those specific items.

Category Targeting Campaign

You can also select specific categories or subcategories to advertise several products. 

If you sell musical instruments, you can highlight three similar products on one ad. For example, three guitars with different features and prices.

You can refine each category targeting by price range, brand, ratings or shipping. This will allow your target audience to find youth products in one convenient space. 

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3. Set Up Ad Groups

You can set up additional Ad Groups within your Amazon campaigns. These can focus on keywords or price points. 

Price point ad groups work best for items that come in multiple variations or sizes. They’ll let you have more control over bids and ACOS than almost any other campaign layout.

Root Keyword Ad Groups take your best keywords to get more searches and sales for a product. 

Let’s say you want to increase sales on a Category Targeting Campaign. You can include your more essential keywords within a product ad group. 

This way, the item will show up for more searches and generate more sales. 

In time, you will discover new relevant keywords for your business. Add these new terms to the other three ad groups within the campaign. Now you can get even better search results.

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4. Sponsoring Campaigns

Building brand awareness helps to generate sales. One of the best ways to build it on Amazon is through sponsoring campaigns.

Sponsored Products

These are cost-per-click (CPC) ads that appear in shopping results and on product pages. They promote individual product listings, so customers can discover and buy your items.

Sponsored Products campaigns are great for Amazon newcomers. Ads are created and targeted automatically to reach customers searching for similar products. 

Sponsoring products is also great to clear excess inventory, showcase a best-selling item, or to promote seasonal items. 

Sponsored Display

These are self-service display ads that let you engage shoppers across the purchase journey, on and off Amazon.

Sponsored displays have a wide scope. They appear on the Amazon home page, product detail pages, search results pages, and on third-party websites. 

This solution increases your visibility online. You can build brand awareness or advertise your complete product catalog on multiple channels, at the same time.

Sponsored Brands

Use it to feature your custom headline, and multiple products on CPC ads. Sponsored brands appear in relevant shopping results to build brand awareness among shoppers. 

A Sponsored Brands campaign highlights the uniqueness of your brand and three product offerings. This way, you offer customers a chance to find additional products in your portfolio. 

Plus, the campaign features. ‘new-to-brand’ metrics to review your total of first-time customers or first-time sales in the past 12 months.

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5. Amazon Video in Search Ads

HubSpot’s State of Video Marketing Report asserts 68% of consumers prefer to learn about new products via video. Amazon has seized this opportunity with Amazon Video ads.  

Each video can range between 6 to 45 seconds. Ads are keyword targeted, cost-per-click, and link customers directly to the product detail page. 

The Amazon Ads site features guidelines for sellers to make effective video ads. For example:

  • Add on-screen text to videos that rely on voiceover to communicate the product message
  • Texts should be displayed in white, on top of a black bounding box set to 80% opacity
  • The accepted file formats are .MP4 and .MOV

Right now, video ads are just available through the Amazon App. However, it won’t be long before they are expanded to desktop and mobile sites. 

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A Few Extra Tips

Advertising on Amazon is one of the best ways to drive revenue. But you shouldn’t focus all your marketing efforts here. 

Remember the Amazon sales basics to rank high on the customers’ search:

Know Your Best Ads

Determine which are your best quality ads according to the Amazon algorithm. You do that by analyzing the following metrics:

  • Performance - This is based on your click-through rate over time. It’s a great metric to determine the quality of your keywords and ad performance.
  • Relevance - Amazon rates the quality of your ads by measuring the importance of your product title, description, search terms, and even your seller name. 

Keep an eye out for your ads’ performance and relevance. Amazon prioritizes ads that convert because these are the ads that customers find useful.

Amazon Badges

Earning these labels should be one of your main goals for selling on Amazon. There are three main badges that appear on the upper left corner of a product detail page: 

  • Amazon’s Choice - Recommends highly rated and well-priced products.
  • Best Seller -Indicates the products with higher sales ranking. 
  • Prime - Marks out products eligible for Amazon Prime service.

Amazon badges point out products with positive ratings, high sales, and fair pricing. Gaining them will increase customer conversions and sales on Amazon.

Customer care

If you offer great products with fast shipping and support, satisfied buyers will be happy to recommend your business. Earn customer’s approval with these three perks: 

  • Product reviews - Encourage buyers for feedback. Also, go the extra mile to change negative reviews into positive ones.
  • Fair Prices - Keep an eye on your competitors to come up with a price estimate and adjust accordingly. 
  • Prime speed - Make sure you’re qualified for Prime shipping. This means you need to have products in stock and ready to ship. 

Customer care is the way to great Amazon ratings. Let shoppers know you’re worthy of their trust. 

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Final Thoughts

Use the ideas above to plan a successful Amazon Ads strategy. Research, Analyze, test, tweak and monitor to come up with the best ads campaign for you. 

Amazon is an unmatched advertising machine. It exposes your products to people who are ready to buy, and each sell comes with hard data on buyer trends. 

That’s why Advertising on Amazon is one of the best ways for your company to improve its sales and build its brand in 2021. 

Recommended Read: 12 Popular eCommerce Trends 2021: From the Experts

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