4 Different Ways to use Amazon Sponsored Promotions

As an Amazon seller, increasing the visibility of your product listings is high on your list of priorities. And Amazon is showing commitment to help sellers optimize this aspect of their businesses.

With Amazon Sponsored Products, you have more power over your product merchandising. Product Sponsored ads help boost the visibility of products when shoppers search with keywords you bid on.

You only pay a fee for this service when a shopper clicks your ad to reach the detail page of your product listing. For example, if a shopper clicks a fashion ad to retail clothing, you’ll be responsible for a fee then.

Here are some of the best ways to optimize your e-commerce marketing needs: increase visibility for new offers, original selections, low-view offers, clearance items, and seasonal promotions.

What Are The Pros and Cons of Amazon Sponsored Promotions?

There are a handful of pros and cons to look out for with Sponsored Products. We’ll start with the good news.

Using this service drives a large amount of revenue with low cost. Getting your retail fashion featured on related product pages allows you to rack in the dough without high expenditure.

Also, it’s a great way to increase brand awareness and enlarge your e-commerce marketing success. Do this by highlighting your top brand products.

Now, for the not-so-good news. Navigating the interface as well as managing reports are difficult. Also, the setup process is time-consuming. For example, you have to manually select every retail fashion item you want to promote, with each campaign.

What Are Different Ways To Use The Service?

Adhere to some top practices to enrich your ecommerce marketing experience.

  • First, improve existing product information on Amazon to leverage Sponsored Products. This increases the visibility of your retail fashion in a highly competitive marketplace. Make sure you regularly audit and optimize this information using Buy Box variables, such as product price, shipping, etc.
  • Second, continually achieve higher Buy Box share for products across your inventory, especially your top-selling items.
  • Third, audit your campaign strategy often for higher ROI while avoiding non-converting clicks. This is crucial because Sponsored Products run on a daily budget and ad bids.
  • Fourth, refine the variables of product listings, keeping in mind their limited real estate.

Keys To Success

Cling to these keys of success to make your e-commerce marketing experience even more worthwhile.

Test both manual-targeted keywords and auto-targeted campaigns to drive success. Break out campaigns by product type or keyword (e.g. Men, Women, Kids, Jeans, Shirts, Pants, etc.). This will make it easier for shoppers to find your retail fashion listings.

Monitor search queries that are matched to your auto-targeted campaign, and apply negatives where possible. Revenue and sales have a 14-day attribution, so you need to wait an additional two weeks to get a true picture of success.

Amazon Sponsored Products can help you form a solid brand identity, maximize revenue, and connect with new audiences. Not to mention, it’s cost-effective. Therefore, don’t be one of the many marketers to underutilize this resource.

Want to read more about achieving ecommerce marketing success? Read our case study: Optimized Shopping Feed Steps Up Equine Supplier’s Sales.

Matt Devinney
About the Author

Matt Devinney

Matt Devinney is a Paid Search specialist at Elite SEM. He attended James Madison University in Virginia and worked at digital agencies in Chicago and New York before joining Elite. When he puts the spreadsheets away, Matt likes to get outdoors for some skiing or surfing.

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