Need help with your Amazon Advertising strategy?
These days, Amazon is (without a doubt) pay to play. When it comes to successfully reaching your customers, increasing traffic, driving sales, and improving customer loyalty, the importance of a solid advertising strategy is key on the marketplace. Amazon PPC management, along with a cohesive Amazon marketing strategy, can lead to top organic rankings and customer review growth as well.
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Amazon Ads Published Case Study:
DUDE Wipes + Harvest Group
DUDE Wipes increased sales by 53% and increased new-to-brand acquisition by 209% with help from Harvest Group utilizing deeper audience insights with Amazon Marketing Cloud. Learn more in this Amazon Ads published case study.
Planning Your Complete 2024 Amazon Advertising Strategy
With approximately 200 million Amazon Prime members, Amazon is a treasure trove of information and insights on your audience, their shopping behaviors, and purchasing preferences towards your specific category, products, and brand. Leveraging advanced, holistic, privacy-safe solutions like Amazon Marketing Cloud can also enhance your advertising performance and return on ad spend (ROAS), drive new-to-brand audiences, and make both Amazon PPC and organic strategies worthwhile for you in both the short- and long-term.
Whether you’re currently working with or seeking to work with an Amazon advertising agency, or running Amazon advertising optimization internally, here are the top Amazon Ads strategies, services, and campaigns to keep front and center this year:
Amazon PPC Management Services
We must start off by stating that Amazon PPC management is a full-time job–meaning you should feel very confident in your goals, budget, expertise, and resources if you want to be profitable with Amazon PPC. It also hinges on a complete understanding that you should leverage both an experienced team and the right tools/technology to ensure you’re always working proactively (and sometimes reactively) to drive the results you’re looking for with Amazon PPC.
That’s why many Amazon brands and sellers rely heavily on an Amazon PPC agency and/or a full-service Amazon agency to manage their Amazon advertising services and omnichannel retail media strategy. From budget-setting, goal alignment, and broad and longtail keyword strategies, to on-platform ads, product detail page (PDP) optimization, A/B testing and SEO, DSP and Amazon Marketing Cloud execution, and strategic coupons and promotions… there are so many moving parts to master and coordinate to drive successful Amazon PPC campaigns. With that said, it might be worth the resources to involve an advertising consultant or agency to plan your Amazon PPC strategy efficiently, thoroughly, and effectively, even if you’re managing retail media internally.
Amazon advertising and PPC management success heavily rely on intentionally setting the right goals from the start—that is, what you want your on-platform advertising to achieve, which can include but is not limited to:
- Brand awareness: Audience recognition and awareness of your brand and products.
- Sales efficiency: Keeping spend on track, aligning KPIs and ROAS to overall objectives.
- Competitive conquest: Stealing market share from competitors, especially flagship items.
- Organic growth: Advertising should grow organic sales over time; if not, it isn’t working.
Once you have your business goals set, which influence your approach, tactics, and KPIs, then you need to focus on your media mix and budget (more on that in the following sections).
Amazon PPC Campaign Types
The types of advertising strategies available today to Amazon sellers include:
Sponsored Product Ads:
These Amazon PPC ads are the most common and foundational ads type, showing up throughout Amazon search results or on your product listing in the “Sponsored” sections. They drive Amazon shoppers directly to your product listings based on a set of predefined keywords.
Sponsored Brands Ads & Sponsored Brands Video Ads
Your Amazon PPC strategy may want to include building brand awareness to help expose consumers to the uniqueness of your story and entire product line (you can link these ads to your Amazon Store/Storefront). That’s where Sponsored Brands ads come into play.
Sponsored Brands and Sponsored Brands Video ads are triggered by keyword searches, and they show up in the headlines of Amazon search results pages. Sponsored Brands Ads use static imagery while Video Ads allow you to showcase a short animated or lifestyle video of your product/brand in action.
To access Sponsored Brands and Sponsored Brands Video ads (as well as Sponsored Display), you must be enrolled in Amazon Brand Registry.
Sponsored Display Ads
Sponsored Display allows sellers to run Amazon advertising campaigns that engage relevant audiences both on and off the Amazon platform. These ads retarget shoppers who have previously been on your product listing or a similar product listing.
DSP Ads
Looking for your products and brand name to show up in display, audio, and video placements both on-platform and off-platform? Amazon DSP, or Amazon’s demand-side platform, allows you to do just that.
DSP enables advertisers to meet their most relevant audiences wherever they’re at and plan their Amazon marketing and advertising strategies based on deep insights provided by Amazon.
Amazon Marketing Cloud (AMC)
AMC enables you to expand and customize audience options on top of using DSP audiences—making DSP even more powerful. It’s a secure, cloud-based solution allowing brands to perform cross-media analytics and build bespoke audiences for direct activation via Amazon DSP.
Brands can get crazy-detailed on the audiences they want to retarget off-platform with AMC. At Harvest Group, we’ve seen incredible results not only on paid performance and ROAS, but with organic lift. Read how DUDE Wipes increased NTB sales by 53% and NTB acquisition by 209% using AMC.
In addition to these core Amazon advertising ad types and solutions, brands and sellers also need to keep Amazon PPC campaign strategies (branded, non-branded, competitive, discovery, negative targeting rules) and Amazon advertising campaign structure (single item, exact match, multi-target, etc.)—as well as Amazon listing optimization and A/B testing that drives conversion—top of mind.
Understand Amazon PPC Cost
One of the biggest hesitations and frustrations Amazon sellers have is overspending on ads and/or not seeing the ROI they’d like to. PPC for Amazon sellers can get really expensive really quickly if you’re not paying constant attention to performance and results, and not watching ad spend carefully and closely.
Setting your specific Amazon PPC budget depends on your Amazon Ads strategy—your category, competition, and what they’re spending to win keyword placements; the media mix that makes the most sense for the goals you want to achieve; and time and resources you have to dedicate to ongoing Amazon advertising management, optimizations, analysis, and iterations. Whether running ads for $100 a day or $30k a month, be sure your Amazon PPC budget combines strategic investment planning with your current and future brand goals.
Choosing the Best Amazon PPC Agency for Your Business
If you’ve made it all the way to the end of this page, you’re most likely searching for the best Amazon PPC agency to work with. Top Amazon advertising agencies should use a full-service approach to your business, because whether it be your Amazon marketing strategy, on-platform branding and creative, Amazon SEO and keyword research, Amazon PPC, FBA or 1P operations and strategic planning, and pulling all of your Amazon data and sales insights into one place—all of these pieces must work together to help you achieve the most important thing on Amazon: growth.
Harvest Group is an integrated commerce agency (and verified Amazon Ads partner) here to help brands achieve sustainable revenue growth. We’re a dedicated team of long-time Amazon experts, ex-Amazon employees, and former Amazon sellers who understand the strategies, nuances, and frustrations that come with crushing your retail goals. We are a true extension of your team, acting as your Amazon seller consultant, Amazon PPC agency, Amazon marketing agency, Amazon brand agency, and Amazon growth agency all rolled into one.
If you’re looking to disrupt your Amazon category and increase ecommerce revenue, we would love to help you get there. Learn more about our Amazon team and services, and connect with us here.
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