Top 10 Effective Amazon Advertising Techniques for 2023

How Effective Is Your Amazon Digital Marketing for You? Reduce ACoS, increase conversions, and boost sales by using these 10 tips!

I don’t need to tell you how highly competitive Amazon digital marketing has become as an entrepreneur. Being distinctive is more difficult than ever.

Without a solid digital marketing strategy in place, you risk making expensive errors that prevent you from raising the funds required to grow your e-commerce business. The good news is that you can optimize your ad expenditure in order to both save money and get better results from your work.

There is more to Amazon advertising success than just doing what everyone else is doing and covering the essentials.

The ten tactics listed below can help you save money on Amazon marketing while improving brand awareness, pushing your products to the top of the page, and improving your Amazon SEO.

2023’s Best Amazon Advertising Techniques

Increasing Brand Awareness
Paying Attention to Product Profitability
Using insulting words and keywords.
Set Up Automatic Targeting For Sponsored Product Categories
Specified Markets for Sponsored Products
Making use of Match Types
Increase Your Bids
Benefit from Sponsored Display Ads
Quit ineffective advertising campaigns
Remember to Use Amazon DSP Advertising

By implementing these ten methods, you’ll position your brand for success. Along the way, you’ll also improve brand recognition, generate more advertising revenue, and cut your Amazon advertising expenses. This will ultimately assist you in making the best use of your marketing money.

1. Increasing Brand Awareness

Amazon is the world’s leading retailer and has quietly risen to the top of the list of websites used for advertising. Why is this such a fantastic chance for sellers? The advertising for Sponsored Brands on Amazon is largely to blame.

Headline Search Ads were the old name for Sponsored Brand advertisements.

Sponsored Brands advertisements appear on the search results page of an Amazon product search in the first column of the header. As a result, sponsored advertisements have a huge impact.

Regardless of whether or not customers had looked for the intended goods, this prominent placement of this ad type has demonstrated a sales conversion rate of 18% for products put on the search results page.

When combined with keyword phrases and exact match keywords that showcase your product, these ads are excellent for boosting top-of-the-funnel brand awareness and product reach.

2. Paying Attention to Product Profitability

Understanding the margins of your Amazon products may seem silly, but it’s an essential step in planning your Amazon advertising efforts.

You can examine the distinctive selling data points for each SKU. You can assess whether your profit margins are sufficient to invest more money in advertising for that specific product using the data, which ranges from cost to promote to manufacturing and selling costs.

Before you consider about investing any more money on paid advertisements, determine which of your goods has a better profit margin. Spending money on advertisements for a product that hardly makes sense is the last thing you want to do.

With the guidance of this study, you may change the direction of your product lineup by discontinuing underperforming items and allocating your resources to more profitable ones.

3. Using insulting words and keywords.

Amazon’s advertising efforts don’t always correspond to the targeted search phrases.

Wide-ranging search results can produce a lead to a range of confusing product matches. Setting up your negative keywords and phrases is essential to ensuring that your product does not appear in unrelated search results.

For instance, you wouldn’t want to target and rank earbuds as a keyword if you sell over-the-ear headphones. In the end, you’ll spend a lot of money on advertising merely to get in front of clients who are looking for something completely different from what you are selling. You might get a few clicks and maybe even a few sales.

The best method to employ negative keywords is to develop a plan that emphasizes

Your main goal should be to SELL your product, not to gather clicks!

Keep in mind that selling your goods is your goal, not getting the most clicks on a keyword.

Use this method to boost the return on your advertising investment.

Use these specific terms to modify the amount you spend on your bids when using negative keywords. Then, shift your attention back to the high-volume, high-converting phrases with higher bids and reduce your bid for broad, low-converting terms.

With a smaller presence for any broad terms that can overlap with your keywords as a result, your product will appear more pertinent to those exact match results.

Last but not least, spend some time fine-tuning your PPC advertising using the information of keywords that are working for you. Create a negative keyword list by using the search results that clients use to find your goods and excluding any phrases that use up your budget without generating any sales.

4. Set Up Automatic Targeting For Sponsored Product Categories

Advertisers can set up control for manual or automatic targeting with Amazon ads. That offers both difficulties and possibilities. The more control you have as the advertiser, the better with the majority of advertising campaigns. Nevertheless, there are times when it makes sense to use auto targeting.

One of the most significant benefits of auto targeting is the ability to test key terms utilizing Amazon to identify those that your consumers are using and clear out irrelevant ones.

By testing and finding more relevant search phrases that your target audience is currently using, automatic targeting can help you save money. You will find it simpler to optimize your product sales pages and fine-tune your PPC advertising as a result.

5. Specified Markets for Sponsored Products

The search results that are shown to an Amazon seller are on the right, (depending on their position) above, below, and with additional prominence for Amazon Sponsored Product advertisements.

You can match your goods with specified categories using this ad tool. The objective is to increase your sales conversions by combining several complementary products.

Product Attribute Targeting (PAT) is an advertising choice that enables vendors and sellers to make the most of ad space that appears next to a certain group of goods, names, or things. You can emphasize your product by placing it next to similar-priced items and matching it with complementary ones.

If you sell gym equipment, for instance, running an Amazon sponsored product ad will

6. Making use of Match Types

Similar to Google Ads, Amazon lets marketers fine-tune their target keywords by using the broad, exact, phrase, and negative match types. The goal is to focus on your target prospect and their search terms by using crossover phrases and match kinds.

Extended Match
The terms most frequently used and least defined are extended match types. It casts the largest possible net and has the lowest conversion rate of all your terms, but it can assist improve brand recognition and traffic to your product sales pages.

Syntax Match
To add descriptors, you can add broad match phrases with keywords before or after them. You can include phrases like “over-the-ear headphones,” “red headphones,” and more alternatives, for instance, if you sell headphones.

Phrase match types are the preferable choice for targeting that is more precise. With phrase match, you may target keywords that clients are searching for, such as “best red over ear headphones.” Use whatever search phrases that your study on customer search terms suggests, including plural forms and misspelled words. Although phrase match is more specialized than broad search, exact match is more precise.

Precise match
Targeted key phrases that fall under the category of precise match strongly match the keywords you included in their search query.

If the search result doesn’t contain your products because the query isn’t 100% identical to the searched terms, you can utilize plural words and misspelled words.

Let’s use the headphones as an example of a product once more.

Use a key phrase like “top red over-the-ear headphones for $100” if you’re selling headphones and employing the exact match method. All of those searches will show up on the results page, but anything other than your key word will be ignored.

Negative Match
Negative match words can significantly impact your marketing approach as you refine it. Setting up your negative match to ignore key phrases and terms that are unrelated to your demands and don’t result in sales is the easiest method to achieve it.

By ignoring pointless terms, this tactic will help you keep your advertising budget in check and cut out wasted spending.

7. Increase Your Bids

You should examine your keywords carefully and evaluate their efficacy on a biweekly basis. To avoid making quick adjustments to your keyword strategy based solely on the most current statistics, be mindful of this caution.

The use of certain terms and phrases may evolve over time. They may be widely used and popular due to their prominence in popular culture or regular market changes.

For instance, you can use a term or two in your campaign if you believe they are an outlier and are performing well. Don’t overreact by changing every keyword based on a little sample of data.

As an alternative, before utilizing the new term, learn the most current words that your clients are using with Automatic Targeting. If it continues to work, you can drop the ones that aren’t doing as well and adjust your product information and marketing to meet the new search terms.

Again, this is a crucial step that must be completed properly. Through the use of autonomous targeting, a sizable portion of the experimentation and risk associated with trial and error will be removed.

8. Benefit from Sponsored Display Ads

The self-serve display advertising option offered by Amazon is called Amazon Sponsored Display Ads (formerly known as Amazon Product Display Ads). With the help of the Amazon Brand Registry, brands may use this advertising technique to target and retarget customers both on and outside of Amazon with automatically created, product-focused ads.

What the ad is actually targeting is the main distinction between sponsored display advertisements and both sponsored product and sponsored brand ads. Sponsored Display Ads target customers based on their purchasing patterns rather than on keywords.

Amazon Sponsored Display Ads make use of simple, retail-focused controls that are adapted to the specifications of your brand and product. While customers are browsing individual detail pages, Amazon’s home page, and other third-party apps and websites, an Amazon display ad can easily attract them in.

9. Quit ineffective advertising campaigns

It’s time to stop underperforming ad campaigns now that you’ve examined the data from your best-performing ones. Monitoring which keywords appear to be working well and which simply aren’t contributing is an important part of any optimization plan.

You should also think about the products that aren’t selling well or performing at all. You should think about if the product is worthwhile to sell when it takes a lot of advertising to make just one sale.

Instead of a specialized product with a marketing budget that takes money away from other better-performing items, you could want to cancel it or think about it as a potential upsell when the return and profit margin are low.

10. Remember to Use Amazon DSP Advertising

The popularity of selling on Amazon has been exploding, and there are several excellent reasons why. Many business owners wishing to increase their cash flow are attracted by the minimal initial investment. Then there is the unmissable chance to gain immediate access to Amazon’s large client base.

In the six months before February 2022, there were 5.8 billion direct visitors to amazon.com, according to Statista.

It’s obvious that using Amazon to buy and sell goods online has become THE way to do it. How YOUR OWN BUSINESS may compete and stand out in such a competitive industry is less obvious.

Recent restrictions on the sharing of data with other parties have come from platforms like Apple, Google, and others. However, when you access that data through a property you own and a voluntary opt-in, you aren’t disclosing anything to a third party.

The easiest method to use that third-party data to contact your potential customers may be through Amazon DSP. You can programmatically buy advertising to reach both existing and new audiences on and off Amazon using the demand-side platform (DSP) there.

The best approach to try to explain Amazon is as follows.

You know those times when an advertisement for a product you JUST engaged with on another platform magically appears on your social media feed or website page?

Yes, that is advertising from Amazon DSP.

According to experts, programmatic advertising will account for 88% of all digital display advertising in the US by the end of 2021.

There are two methods for utilizing Amazon DSP. A minimum purchase of $50,000 USD is normally required for the Managed by Amazon service option (minimum may vary per country).

Or you can get in touch with a third-party agency if you want more freedom. This choice provides a desirable balance of control and easy access to DSP knowledge.

Analyze your marketing data and make adjustments.

You still need to actively change your campaigns over time as you refine your marketing using these top-performing tactics. The worst, most costly mistake is generally choosing a budget, establishing keywords, then forgetting about making incremental adjustments to your campaign.

This is mostly because you’re not adjusting your Amazon marketing to how your buyers might be looking for products, as well as search phrases that lose popularity. You must examine the facts to determine what is working well and what isn’t.

The reports of successful and performing keywords should be downloaded so you can eliminate those that cost you money but don’t convert.

To determine which keywords and terms perform better than others, you will need to test drive and refine your advertising.

Following that, you may optimize your content and advertisements to incorporate the specific terms that are working well more frequently. This involves long keyword phrases that function similarly to exact match type ads.

There isn’t a secret formula to make it happen, but advertising on Amazon is a terrific approach to raise brand awareness while also boosting sales.