Optimise Your Amazon Ad Platform – Maximise Its Efficiency

Published on August 27, 2020

Amazon is a big platform.

How can I make my products stand out in the vast sea of Amazon products that most people love?

It is natural to doubt whether the platform could yield significant returns to your businesses. As you see, there are several products and sellers on Amazon.

Luckily, you have come to the right place. We can help you stand out from the competition in the massive marketplace of Amazon. To maximize your ad’s efficiency on the Amazon platform, you must be knowledgeable of the Amazon advertising strategy.

Here are some of the tips on how you can optimize ads on the Amazon platform.

Table of Contents

Use Product Categories to Create Well-Structured Campaigns

If you have set up an Adwords ad, you might have an idea or have likely mastered creating structured campaigns using product categories. You can use the organization skills you’ve learned in AdWords and ad groups in the ad platform of Amazon.

One of the best strategies to create a separate campaign for each main product categories. Take this as an example: You are selling athletic wear for men, and you have three top-selling products:

  1. Men’s workout shirts
  2. Men’s workout pants
  3. Men’s sports shoes

Under each of these primary product campaigns, you have to create more specific ad groups. For instance, you can have three ad groups on your second campaign (men’s workout pants)– men’s running pants, men’s yoga pants, and men’s lounge pants.

After this, you can make a list of relevant keywords for each ad group. I recommend you to create 15 to 30 keywords for each ad group. Now, you have listed relevant ads for each keyword grouping.

If you have a reliable account structure, it will ensure relevant ads that will maximize the money you invested and increase your investment return. Following this tip would extremely give the chance to reap significant benefits in advertising on Amazon.

Employ Helpful Keywords

As we have mentioned, the advertising platform of Amazon is much alike with Google– that’s why applying keyword strategy is nothing different on Amazon. You can use the same keyword strategy from Google and apply it to your marketing structure on Amazon.

Using negative keywords will reduce wasting money on irrelevant clicks. It would be best to implement specific keywords and refrain from using broad matches. You should focus on employing phrases that are an exact match to the Amazon keywords.

You are thinking through what keywords to employ that can be a daunting and challenging task. But, we have laid out an example to make it clear for you. For example, you are selling umbrellas. You should think and target Amazon keywords that are related to umbrellas– it could be weather, travel, gender, and age.

Weather: When people need an umbrella, that means they are about to deal with weather that brings discomfort to them. They may question the umbrella’s quality, whether the materials used are water-resistant, durable, etc. So, if you are trying to market an umbrella, you should have descriptions that will provide answers to your potential customer’s questions and concerns.

Travel: Some of your consumers would pack an umbrella for their trips. These customers rely heavily on the product size as they would pack it in their cars or suitcases. So, it would be significant to use keywords sizing and usability. It could catch the attention of potential customers.

Gender/Age: There are age and gender distinctions for using an umbrella. Its size matters for the target user. If you are selling an adult umbrella, make sure you sell it to people who want the size of an adult umbrella. Identify your target customers with keywords.

Nonetheless, it is crucial to take a look at the keywords your competitors use. It can help you improve your searchers or implement negative keywords effectively. You can find your competitors by searching for broad terms of the products.

But, if you feel like you need extra help, you can use the software AMZ Tracker. It is best for keyword planning and monitoring competitors that can help your product listings. I suggest you use valuable tools that can improve your Amazon market.

Bid on Popular Brands that Offers the Same Products

When you are searching for keywords to bid on, you should not overlook and forget your well-known competitors. For example, you are selling trekking shoes, you might bid on terms like:

  • Nike Trekking Shoes
  • Adidas Trekking Shoes
  • Reebok Trekking Shoes
  • Timberland Trekking Shoes

These brands are popular, commonly searched, and purchased for trekking shoes. It will allow you to gain more exposure and entice the target audience to buy from your less known brand.

You can search for your top competitors by doing a generic search for products on Amazon. A list of popular brands will show in your search results.

Attention-Grabbing Visuals

It is given that visuals matter in ad campaigns. Do you have to ask why?

Simple, our target audience has a short attention span. Their average is at 6 to 8 seconds, which means you only have a few seconds to grab the customer’s attention. You have to tell people the benefits of your product in the quickest way possible.

Visuals– images, videos, are the customer’s favorite way to absorb information, and it processes 60,000 times faster than texts. High-quality visuals and photography are the first things your prospective buyers will notice and experience. First impressions last, so it’s essential to do it well!

Spend time and effort in creating high-quality videos and images for your product. Capture your potential buyer’s interest and land them on the product page!

Ensure a Compelling and Specific Ad Copy

Consumers choose to shop in Amazon for convenience. That’s why it is imperative to create product listings in a clear, creative, and informative manner. You have to grab the attention of your target audience through creative and informative ads to make their shopping experience memorable and convenient.

Although we advise you to create a specific ad, make sure to insert humor and creativity. You have to stand out among the endless search results in Amazon. Each of your product pages should have a great title, description, and details! All of these components matter to your target audience.

Amazon only allows 150 to 250 characters in the product description. So, you have to be descriptive and concise. Insert some strategic keywords to help your product rank higher. But, make sure you include the following to have a successful title:

  • Brand name
  • Product name
  • Distinguishing features of the product (i.e., size, function, color)
  • Strategic keywords

Experiment the Three Ad Formats

As we’ve discussed, sponsored product ads will yield the fastest and most visible ROI. Meanwhile, the headline search ads will lead to more loyal and repeat buyers. It would be worth to experiment and combine all three ad formats to determine which will yield the highest returns.

Check the performance metrics to help you understand where you should allocate your budget to the campaigns.

Set the Right Price

Honestly, setting the right price for your product is a difficult task. Amazon has a selection that discusses the selling agreement. It includes a pricing parity clause wherein you have to be mindful of pricing your products. Violating the agreement may result to penalties or shut down of the platform.

The parity clause states that the item and total price of your product should not be lower than any other online sales channel. It is in accordance to the general pricing rule. Don’t try violating the agreement, it’s hard to be put on hold as a vendor on Amazon.

Final Thoughts

Amazon is a product-focused business, making it the best place to promote brands and advertise products.

It’s an effective way to have your products in front of your prospective customers. If you use the tips we’ve shared, you will surely build and develop a solid marketing strategy to utilize the Amazon Ad Platform.

If you need more help, let us know!

Do you think the Amazon Ad Platform is effective? Will it surpass the traffic and audience engagement, Google and Facebook offer? Tell us what you think!

Start optimizing your ads, maximize its efficiency, and make more sales!


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