As we are all aware to compete against top brands on Amazon you need to run sponsored ads, but how can your brand stand any chance against these power sellers who have been selling on Amazon for years?
Well, getting your product onto page 1 of the search engine results pages (SERP) is a must, but how can this be achieved without overspending? This seems to be the million-dollar question we get asked constantly.
Running successful ad campaigns can be a very straight forward process if you start in the correct way. We find that lots of sellers dump hundreds of keywords in hoping to increase conversion rate and boost sales. If you have time to process the data and money to spend then this approach will cost you money, time and with no guarantee of improving conversion rate. We recommend adopting more of an analytical approach.
Below is our 3-step strategy on how to run successful ad campaigns on Amazon
Firstly, you need to research your competitors.
Key questions to ask are:
- Who are the top sellers within your segment?
- How does their listing content compare to yours (titles, product featured bullet points and descriptions)?
- Do these competitors run offline ad’s? (use google to find this out)
What are you looking for when analysing your competitor’s detailed pages?
He is a little background, the words that you use within your detail page help to index your keywords within your ad campaigns e.g. if you add a keyword to your campaign and it is not included on your detail page then the keyword would not be indexed correctly, resulting in no conversion, wasted time and resources.
Titles and other attributes need to be indexed correctly, so knowing this fact gives you a good insight on what your competitors are using within their ad campaigns by simply observing their detailed pages (Product listings).
You will notice trends developing and should observe your competitors listings using similar phrases and terms. Adopting these same terms into your detail pages whilst keeping your brand message clear to your customers.
To trial this create what we will call ad Campaign 1. When inputting the keywords make sure you set these to ‘Exact’
Now you have a clear idea of what your competitors are doing and how their detailed pages can reveal key insights to specific keywords used.
The next stage is to gain some more keywords that you can use to test, but of course without overspending.
Selecting the correct keywords
Moving forward you are going to need a good strategy to run some tests to see if you can use different keywords and improve your sales conversion. To do this you would need to set up a 2nd campaign we will call this Campaign 2 ‘Test’
Below is a shortlist of tools that can be used to help find out high converting keywords, some are paid, and others are free.
- Google’s Keyword Planner (Free)
- Keywords everywhere (Free)
- Amzscout Pro (Paid)
- Jungle scout (Paid)
For the purpose of this exercise we will use Keywords Everywhere, this is a free Google Chrome extension and turns your google chrome browser into a powerful keyword research tool. You simply can type a keyword/search-term into to google and you would be shown the volume and CPC of that specific keyword and it also provides a list of keywords that are closely related.
The example below when searching for word batteries. Note, that you can change the setting to a specific region to add more specificity and localise your results.