Amazon was rolling out update after update for its sellers in 2020, specifically in their advertising. If you haven’t already started or at least looked into these tools it is imperative that you grasp the opportunity. To keep those sales numbers up you must be utilizing every tool offered to you and do continuous research on new tools and their updates.
Sponsored Product Ad Updates
Everyone selling on Amazon should already know about Sponsored Product Ads, they offer a chance for your individual products to be seen by buyers. Product Targeting is a type of sponsored product ad; you advertise your products by targeting specific ASINs or categories. You may have dabbled in this already, but this new ad also lets you refine your targets. You can go by price, brands, or star rating to find the ASINs that will get you the most clicks and sales. Auto-targeting also got an improvement with Negative Targeting. Auto campaigns are already valuable for keyword research and starting the advertising process, but now you can refine them to make them even more effective. Negative targeting allows product auto-targeting or keyword auto-targeting so you can avoid your products showing up on an irrelevant search or product.
Getting More Creative
We cannot stress enough how creativity and inviting listings are important to your sales. You not only want the clicks and sales, but you want to build that brand recognition to create brand loyalty and ensure repeat buyers. Many things have been added to aid sellers in this venture. Video ads were added, which highlight a single product, but give you the opportunity to show what your brand is about. Video ads also take up a huge chunk of the search page’s real estate, which is invaluable. You now also have more creative control when it comes to Sponsored Brand ads. New to the mobile version of these ads you can add a custom image banner to make your ad more eyecatching.
Amazon understands the importance of sellers telling their brand stories, which is why they keep rolling out new opportunities for you to tell it. Amazon Posts, or Amazon’s version of Instagram, is another great way for products to reach more eyes. Though it is still only available to view on mobile, they are sure to be working on updates for it. Already this year it has added a new followers system so customers can follow your brand. It also has its own metrics you can follow so you can see how many impressions and clicks your post receives, and all at no cost. A different kind of tool to get creative with is the Virtual Bundles. It is grouping two listings from the same brand into one listing, or a bundle. You can bundle up to five items, and it is up to you to think of what products would be great to buy together. This is where it gets interesting and you have to get into the consumer’s head a bit. If you just bundle totally irrelevant items together your bundle might not sell very well. Bundling could also help you sell certain items that aren’t selling well just by themselves. It’s easy to put one together, so it is good to experiment and see what works and what doesn’t.
You may have already been using all of these tools, but don’t get complacent. Last year was full of updates and changes and we don’t suspect them to be slowing down soon. Make sure to get creative with your ads, tell your story with your posts and A+ content, and keep an eye out for any new tools coming out in 2021.