Should I advertise on Amazon?
The New Year often brings in a new focus for businesses looking to improve and expand, and advertising can be a key part of that.
The benefits of Google Ads has been well documented for some time. But with Amazon now expanding what it offers to advertisers on its site, should you be considering investing on ads there either instead or as well as Google? Thompson and Holt managing partner Craig Gedey dissects the pros and cons.
“If the simple question is should I be advertising on Amazon, the simple answer is yes,” Gedey explains. “In basic terms, advertising on Amazon is very similar to Google. When you type a keyword into the Amazon search box and results appear, some of the top results will be sponsored posts - these are Amazon Ads. They are shown with subtle ‘sponsored’ or ‘ad’ text.
“Companies who want to gain more visibility for their products on Amazon can pay for these positions by bidding on specific keywords, which will lead to higher visibility in the Amazon Search Engineer Results Pages (SERPs). The advertiser will then be charged when a shopper clicks on their ad, much like on Google Ads.
“There are several different ways you can advertise on Amazon now. There is Cost Per Click (CPC) or Pay Per Click advertising (PPC), Cost Per Thousand Impressions (CPTI) advertising and display advertising.
“CPC or PPC advertising is a type of paid advertising where ads are displayed at no charge - ad impressions, or views, are free - and the advertiser is only charged when a customer clicks the ad. Sponsored ads - such as Sponsored Products and Sponsored Brands - run on the CPC model. CPM advertising is a type of paid advertising where you are charged a certain price for every 1,000 impressions of your ads. Display ads are banners or images that appear on websites. Display advertising is available through Sponsored Display or Amazon DSP.
“At Thompson and Holt, we recommend reading Amazon’s own advertising section in detail before making your first move - that can be found here: https://advertising.amazon.com/resources/faq#advertising-basics.
“Once you’ve decided which advertising approach will be best for your business, we advise starting small with an already successful product to minimise initial risk. This will also allow you to understand how the systems work and what will be best for you moving forward.
“Then you need an understanding of three key factors when advertising on Amazon. The first is visuals and photography - just like when listing products this needs to be carefully chosen, look professional and display your items in the best possible way. Spend the time and effort to create high-quality images for your product. Here is a good video on how to take the perfect product photo for your Amazon product
“Then you need to ensure that the words on the ad are of a similarly high standard. Make sure your ad text is not only specific about what you are selling, but try and insert some creativity and humour into your ads to help them catch attention. That can be a delicate process, but research ads that have caught your eye and gained your clicks before completing your own. Standing out is more important than ever amongst the endless search results of Amazon.
“The third key element is the use of keywords. Just like on Google, this is absolutely imperative to gain the most out of your Amazon Ads. To help with this you can use apps such as AMZ Tracker, which look at keyword planning and tactics.
Amazon keywords and your product title
As you may have already know, the title of your product is pretty important to its success in the Amazon search results.
In fact, from a keyword perspective, it’s probably the most important part of your listing.
Think about what the customer is searching for. When you search for a product, do you click on each result and carefully inspect the full product details page?
Put your most important keywords in your product title, and put your very most important keywords at the beginning of your product title.
Here is a great guide on how to write your product description.
“Once you feel like you have all of these things in place - and any research you can do on similar or rival products will help shape your own approach significantly, you’re ready to get started, Good luck - if implemented correctly Amazon Ads can become a huge benefit for your business.”
Worried about an Amazon suspension?
If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible.
Thompson and Holt are also offering a free months trial of their Monitor and Protect service to help sellers prevent a suspension of ASINs or an their account during the COVID pandemic, more information on how to protect your Amazon seller account from a suspension can be found here.