{"id":6240,"date":"2022-10-06T13:11:24","date_gmt":"2022-10-06T13:11:24","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/"},"modified":"2022-10-06T13:11:24","modified_gmt":"2022-10-06T13:11:24","slug":"amazon-advertising-optimizations-to-crush-q4","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/","title":{"rendered":"Amazon advertising optimizations to crush Q4"},"content":{"rendered":"<p>When it comes to online shopping, there\u2019s an undisputed leader.\u00a0<\/p>\n<p>Boasting a 37.8% share of the ecommerce market, <a href=\"https:\/\/searchengineland.com\/amazon-marketing-strategies-385714\" target=\"_blank\" rel=\"noopener\">Amazon<\/a> is far and away the biggest online retailer in the U.S. \u2013 and poised to surpass Walmart as the number one retailer overall by 2024.\u00a0<\/p>\n<p>With so many people shopping for everyday goods on Amazon, setting aside a chunk of your advertising budget to take advantage of the site\u2019s commercial traffic is a smart business strategy.<\/p>\n<p>What you sell isn\u2019t terribly important. People buy everything from Legos and binoculars to jewelry, clothing, and kitchen appliances on Amazon.\u00a0<\/p>\n<p>Focus instead on <strong>how<\/strong> to sell your products and you\u2019ll end the fourth quarter on a high note.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Use_sponsored_campaigns_to_attract_shoppers\" >Use sponsored campaigns to attract shoppers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Data_offers_a_bigger_payoff_than_blind_luck\" >Data offers a bigger payoff than blind luck<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Dont_miss_out_on_opportunities\" >Don&#8217;t miss out on opportunities<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Underperforming_SKUs\" >Underperforming SKUs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Bids\" >Bids<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Use_coupons_and_promotions\" >Use coupons and promotions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Study_the_search_query_performance_dashboard\" >Study the search query performance dashboard<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/amazon-advertising-optimizations-to-crush-q4\/#Manage_your_budgets_properly\" >Manage your budgets properly<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Use_sponsored_campaigns_to_attract_shoppers\"><\/span>Use sponsored campaigns to attract shoppers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You shouldn\u2019t place all your eggs in one basket. But if you have to, sponsored product campaigns are the way to go.\u00a0<\/p>\n<p>Sponsored products are cost-per-click ads that show up on Amazon\u2019s results page when a customer searches for something.\u00a0<\/p>\n<p>If you\u2019re selling cheese graters and want your brand to appear at or near the top of the page whenever a consumer searches for generic \u201ccheese graters,\u201d sponsored ads can get you that prime real estate. They\u2019re still the bread and butter of <a href=\"https:\/\/searchengineland.com\/amazon-search-ads-how-to-advertise-on-amazon-profitably-329990\" target=\"_blank\" rel=\"noopener\">Amazon\u2019s most successful ad campaigns<\/a>.\u00a0<\/p>\n<p>Sponsored product campaigns are easy to create and allow you to control your costs by setting a price on how much you\u2019ll spend per click. They work well with:<\/p>\n<ul>\n<li>Sponsored brands that focus on your overall business rather than a single product.<\/li>\n<li>Sponsored display campaigns \u2013 interactive ads that can reach shoppers not just on Amazon, but on other sites as well.\u00a0\u00a0<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Data_offers_a_bigger_payoff_than_blind_luck\"><\/span>Data offers a bigger payoff than blind luck<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When creating a sponsored product campaign, don\u2019t just rely on luck. Sales and performance metrics tell the true story. <\/p>\n<p>Getting cozy with data will help you understand your advertising cost of sale (ACoS) \u2013 an important tool in formulating a successful ad strategy.\u00a0<\/p>\n<p>To calculate your Amazon ACoS, divide your advertising expenditure by the total revenue earned. <\/p>\n<p>If you spend $20 on advertising and sell $100 worth of products, then your ACoS is 20%. Breaking it down further, this means you spend $0.20 for every $1.00 you make.<\/p>\n<p>Obviously, the lower your ACoS, the higher your profit.\u00a0<\/p>\n<p>While ACoS is an important metric, it isn\u2019t the end all, be all. <\/p>\n<p>You should look at other factors such as impressions, click-through rates (CTR) and conversions to determine your target ACoS. <\/p>\n<p>Ideally, you\u2019ll want to find your break-even point in order to know how much to allocate toward spending without losing money.\u00a0\u00a0<\/p>\n<p>Keep in mind that advertising impacts the organic ranking of your product. This is because, like you, Amazon wants to sell products! <\/p>\n<p>If your product converts well and has a high sales velocity because you are selling a lot through advertising, Amazon will want to show your product beyond what you are paying for with advertising.\u00a0<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<h2><span class=\"ez-toc-section\" id=\"Dont_miss_out_on_opportunities\"><\/span>Don&#8217;t miss out on opportunities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you haven&#8217;t touched your ad campaigns in a while, you are due for optimization. This means taking steps to improve the performance of your campaigns. <\/p>\n<p>We have found that many people only optimize if they think there is a problem, but that means you could be missing out on even better results and opportunities.<\/p>\n<p>Ad campaign optimization ensures you are targeting the right audience and utilizing the right platforms and tools. It allows you to create personalized content and can go a long way toward reducing your customer acquisition costs.<\/p>\n<p>There are several things you should look for when optimizing your ad campaigns.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Underperforming_SKUs\"><\/span>Underperforming SKUs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In most cases, underperforming SKUs should be paused. But the work doesn&#8217;t end there. Research the reasons <strong>why<\/strong> they were underperforming by asking yourself the following questions:\u00a0<\/p>\n<ul>\n<li>Which SKUs are performing better and why? Is it the budget?\u00a0<\/li>\n<li>Are the keywords in the campaign not as relevant?\u00a0<\/li>\n<li>Is that SKU simply not as good compared to the products it&#8217;s competing against?\u00a0<\/li>\n<li>Is the product detail page not optimized enough?<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Bids\"><\/span>Bids<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Since bidding on keywords is an auction-based format, you are never operating in a silo.\u00a0<\/p>\n<p>Raising and lowering your keyword bids will make a big impact on your ACoS and overall results. The following tips can help:\u00a0<\/p>\n<ul>\n<li>Look for keywords that aren&#8217;t relevant or are not converting.<\/li>\n<li>Review the targeting. Are you using phrase\/exact match for the high-converting gems?\u00a0<\/li>\n<li>Don&#8217;t forget about automatic targeting types. Loose match, close match and product targeting are all areas of opportunity.\u00a0<\/li>\n<li>Make sure your inventory levels are high and you are maintaining the buy box.<\/li>\n<li>Use negative keywords to your advantage. This is great for all campaigns but especially effective in automatic and broad acquisition campaigns.\u00a0<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Use_coupons_and_promotions\"><\/span>Use coupons and promotions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Everyone loves a deal \u2013 especially in this economy and during this time of year.\u00a0<\/p>\n<p>Even if you aren&#8217;t participating in Cyber Monday, you can still offer coupons and promotions to help boost conversion rates and sales.\u00a0<\/p>\n<p>When used with sponsored product ads, this is a great way to bring in more sales.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Study_the_search_query_performance_dashboard\"><\/span>Study the search query performance dashboard<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you are a brand registered seller, this report gives you valuable insights into:<\/p>\n<ul>\n<li>Your customer&#8217;s shopping journey in comparison to your competitors.<\/li>\n<li>Each search term&#8217;s volume and rank.\u00a0<\/li>\n<\/ul>\n<p>You&#8217;ll also learn how potential buyers are discovering your products both organically and through paid ads.\u00a0<\/p>\n<p>This will alert you to potential issues with your product detail page optimization. For example, a low click rate could mean the headline or image isn&#8217;t resonating with searchers.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Manage_your_budgets_properly\"><\/span>Manage your budgets properly<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Web traffic will increase in the next few months and advertisers will be raising their budgets. The downside?\u00a0<\/p>\n<p>You risk using up your budget allocation much faster than usual. This is true even on normal days, not just special events like Cyber Monday and Black Friday.\u00a0<\/p>\n<p>If your budget won&#8217;t allow ads to run all day, make sure you are using dayparting.\u00a0<\/p>\n<p>This strategy involves scheduling your ads for certain days of the week and certain times of the day when you get the most conversions.\u00a0<\/p>\n<p>Now that you&#8217;ve learned how to optimize your ads for Amazon, it&#8217;s time to make some great impressions!<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/amazon-advertising-optimizations-q4-388437\" target=\"_blank\">Amazon advertising optimizations to crush Q4<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to online shopping, there\u2019s an undisputed leader.\u00a0 Boasting a 37.8% share of the ecommerce market, Amazon is far and away the biggest online retailer in the U.S. \u2013 and poised to surpass Walmart as the number one retailer overall by 2024.\u00a0 With so many people shopping for everyday goods on Amazon, setting aside a chunk of your advertising budget to take advantage of the site\u2019s commercial traffic is a smart business strategy. What you sell isn\u2019t terribly important. People buy everything from Legos [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6240","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6240","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6240"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6240\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}