How to Optimize Amazon Ads

Written by on 18th January 2019

Amazon marketing grows increasingly cut-throat as the number of people involved in e-commerce rises. Advertising is one of the common tools that people use to market their products and get consistent sales. Amazon retailers will be tempted to place effective ads to market their products, push sales, and increase web traffic. How can you make sure your ads are effective? How can you improve your campaigns?

We will discuss these key points and further questions that might crop up as you deal with your e-commerce business. 

1. Create a consistent campaign structure

If you are planning to roll out ad campaigns for each product category, remember to create a consistently effective structure. It is the ad campaign structure that leads to the effectiveness of the activity. Generally speaking, a well-structured ad campaign can be constructed in the types below: Ad campaigns are organized in a number of ways; by product category, for instance, girls’ shoes, electronic accessories, keyboards, etc., or by brand such as Nike, Puma, Samsung, etc., or by other standards that could categorize your listed items. Group similar products in the same ad group and try to ensure that your full catalog is represented when you initiate your ad campaign. When you create your ad remember to make your ad consistent with your category.

To make sure your ad campaigns reach your target market you have to build your campaign structure with your SKU for each group. You need to create different ad groups for keywords with different levels of generality. Remember, you are allowed to segment your campaign to achieve your bidding strategy and by doing so increase the overall success of your ad campaign. Practice this for diversified items from different categories.

2. Optimize Amazon listing

Your product will speak for itself. So, it’s important to see your product, and particularly it’s listing as an advertisement in itself. It’s very important to optimize your listings page to include your product title, description, images, etc. This makes your product appealing enough for its target customers to make a buying decision. Becoming a prime member also increases your desirability for the customer as it makes you eligible for Prime delivery plus you enjoy other order fulfillment services. To optimize your product page content, you can use either hidden or primary keywords to improve your product titles. Ensure your product’s features are clear and make your products description creative and impressive. Complete optimization of your products listing includes amazing pictures. Optimizing your products reviews ensuring both quality and quantity is a must. A complete listing provides the best shopping experience for visitors to your product’s page.

3. Keywords strategy

Keyword strategy matters most for your Amazon ad campaigns. Bidding on the right keywords will directly affect your sales and web traffic so you must ensure the right keywords to gain an advantage for your ad campaign. Generally, you will roll out the auto campaign first. Tools such as Google Adwords will help you generate the relevant keywords for each product. Make a list of the keywords and categorize them with your preference or on the basis of your ad groups. Doing this makes sure the keywords are consistent throughout your content and your product. When you plan for the manual campaign, you can utilize negative keywords and the best matched long-tail keywords for an improved result. When creating your campaign, you are allowed to select relevant keywords. You can review your keyword selection, and make sure the ads are consistent with the items, make sure they are matched and attractive enough for a higher click and conversion rate. For the negative keywords, they will help you target accurately and correctly to identify your real customers. Using long-tail keywords can rocket your sales as these improve accuracy and have less competition.

4. Frequently Filter Through Search Terms

Filter through all search terms that your keyword is matching and make sure to include irrelevant/underperforming search terms as negative keywords. By doing this, you can avoid spending ad dollars on search terms that won’t generate profit. The reason this is listed as a tip is that finding the search terms isn’t the most intuitive. If you are under Amazon Product Ads in Amazon Seller Central, you won’t find the search terms. Instead, you have to go to reports > search term. From that point, you will select the time period and get the search terms.

5. Create different ad groups for keywords of different levels

Generally speaking, a larger selection of product needs a larger number of keywords with various levels of specificity. For example, a seller has a selection of shoes. The keyword “shoe” is relevant for all shoes. For some of the shoes, the keyword “girls’ shoes” is relevant. For some girls’ shoes, the keyword “girls’ sports shoes” is relevant. As such, you are allowed to create an ad campaign with different ad groups for each one of your targeted customers. Using this strategy makes your ads much more accurate and effective and saves money by avoiding a repetitive ad appearing.

6. Test strategy

Sponsored ads may see the most obvious results quickly with verifiable ROI. However, the key to a successful sponsored ad campaign is testing. Try ads with different keywords, images, and landing pages and check the result to understand which is the most effective. When you are testing, remember to set up multiple campaigns to run simultaneously. Change one at a variable time otherwise; you will not know what element has the impact. Make the test run for over 2 weeks and monitor it during this time. You can explore more for the sponsored ad campaign on Amazon PPC campaign strategy for sellers.

7. Refine targeting

The results from the test allow you to analyze the ad campaign. You can see the result and adopt relevant steps to refine your ad campaigns. For instance, you might find that the conversion rate on keyword “good hearing aid” is not as good as keyword “Costco hearing aid.”  You can compare and analyze to refine your targeting to be more accurate and effective. Taking the negative keyword, for example, it aims to ensure that sellers are getting their products in front of search terms that are relevant to the products they are advertising. Using them also avoids allocating spend to keywords which are generating clicks without conversions. Sellers have to identify them to improve their marketing performance and increase their ROI.

These points have explained how to optimize your Amazon ad campaign and rocket your sales. If you are committed to expanding your market, you should apply the above tips to your Amazon marketing. Good luck with your Amazon business.

Sharline, the founder of a, is an expert on Chinese export trade. With 10 years experience in the field of sourcing in China, she is familiar with all relevant regulations and laws about China’s exporting. She’d love to share her experience with people and has written many helpful articles.