Amazon product advertisements (Amazon Marketing Services) help brands improve their sales. It is a great way to promote your products and get them sold.

Econsultancy columnist Oren Stern has shared three tips to help marketers optimize their Amazon product ad campaigns.

Stern says, “AMS offers three different advertising units – Sponsored Product Ads, Headline Search Ads and Product Display Ads. Here are some insights and recommendations based on our experience of working with some of the world’s leading brands and agencies.

1) Getting granular with Sponsored Product Ads

The common start point for Sponsored Product Ads is to run auto targeted campaigns. This is the process by which Amazon indexes your brand’s individual ASINs/Product Detail pages (an ASIN is the unique Amazon Standard Identification Number assigned to all products on the site) and then runs machine learning algorithms against that index to select target keywords. The learnings from the best performing keywords in auto targeted campaigns can then be seeded into manual campaigns.

Manual campaigns on AMS provide you with greater control over the specific products, keywords and ads you can include. The crucial learning point here is to use a very granular structure. Aim to allocate a separate campaign per product and a set of associated keywords. This gives you much greater clarity and better control over granular optimisations at the product level”.

How to optimise your Amazon product ad campaigns

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