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5 Amazon Advertising Strategy Mistakes

Seller Essentials / June 3, 2021

5 Amazon Advertising Strategy Mistakes Advanced Sellers Should be Aware Of

 

Going out to shop is a thing of the past. People are shifting to online shopping and there’s no bigger platform available than Amazon. Visibility is everything to an Amazon seller just like having a hardcore well-constructed amazon advertising strategy is the key to achieve great sales for individual sellers or retail brands.  In this article, we will discuss 5 Amazon advertising strategy mistakes sellers are making and a few takeaways for you to focus on in your Amazon PPC manager.

Amazon Advertising Strategy Mistakes

#1

Inappropriate Amazon Product Listing 

The Amazon product listing plays a vital role in a brand’s business on Amazon. It helps gain visibility and rank higher in the Amazon search engine which eventually results in higher conversion rates; hence you get more sales.

If you want to succeed in selling your product to consumers you need to have the right and complete product listing that will help you captivate attention, provide a compelling offer, and gain brand awareness, all simultaneously with ease.

Before writing your listing, ensure you are using the most relevant and highly searched keywords and backend search terms. Focus on your title with the right balance of readability and relevancy as it’s the most important component of your listing, but ensure your bullets and description use compelling copywriting to evict action in your shoppers. 

Once you have your keywords tackled, provide complete information about the product and make sure your claims are accurate. Inaccuracy can not only put your Amazon account at risk but also provides a negative customer experience. 

Add high-quality images and videos of the product. Lastly, and images with a 360 view of the product add value to the overall listing itself. 

If you’re a brand registered seller, don’t forget to make use of the advanced brand content to describe your product in a quintessential way. The feature allows you to add images or videos to the descriptions of the product and explain the USP of your product in a way that makes the consumer intrigued. High-quality infographics and “how to use”  assembling images that clearly outline how your product functions are a must in this area.

Here at Sellozo, we tell our clients that having a fully optimized listing is essential before starting an Amazon advertising strategy. The best outcomes are proven with the best well-laid-out listings that compel the consumer to action.

 

#2

Not Keeping An Eye On Your Competitors

One of the major mistakes sellers tend to make is taking their competitors too lightly or not keeping tabs on their activity and their Amazon advertising strategy.

Competitor analysis is an important part of Amazon product research but it should be conducted on an ongoing basis even once a product has been selling for some time. Advanced Amazon sellers can get complacent with this task, but it’s vital to stay on top or ahead of the competition.

The Amazon alert system Data Hawk is very useful to keep you notified regarding any changes in your competitor’s prices, inventory, ratings, and reviews, etc. Using software such as Data Hawk can give you a leg up against competitors who are also keenly watching your every move. Pro Tip: If your top ten sellers have more than 100 reviews, you can almost bet these frontrunners are your competitors.

The higher the PPC for a keyword, the higher the chances of you having more competition for that product.

An Amazon advertising strategy requires continuous competitor analysis to prove the most effective. 

 

#3

Letting Budgets Run Out Mid-Campaign

It is vital to have a proper and well-calculated budget for your campaigns so that your most useful campaigns don’t run out early in the day, leaving you with zero visibility before getting started. This is also a common issue during holidays and peak seasons. 

One of the reasons for not having enough budget left in campaigns is that some sellers choose to run their ads all the time. This can maximize ad spend and yield little results, leaving sellers with no budget for the good part of the day when conversions can be higher.

To avoid this, Sellozo offers a dayparting tool that lets you schedule the days and hours you want your ads to run. This way you easily avoid having your ads run during the middle of the night or in the early mornings before shoppers have hit their screens.

Most importantly this tool can help you utilize your budget most optimally without losing your target audiences. Set the hours and days on which your target audience is most active and likely to make a purchase.

 

#4

Giving Amazon Too Much Control

Another common mistake we see among sellers is that they give Amazon too much control over their Amazon advertising strategy. They let Amazon decide what products to show in their ads by allowing the product swap feature in the optimization setting. Though the concept seems a hit, it does not necessarily provide the desired results to most sellers.

One more mistake Amazon sellers make is setting their PPC campaigns with Amazon dynamic bids. Dynamic bids allow Amazon to increase the bid up to 100% where they think the ad would most likely convert into a sale. A better approach is to set your bid manually instead of leaving it to the up and down bid setting, giving Amazon control of the bid.

As a rule of thumb, advanced sellers should always keep things in their hands. Don’t let Amazon have too much control over your Amazon Advertising strategy. You should be the one to decide what you want to show to your consumers based on what products your consumers are looking for.  

 

#5

Making Hasty Decisions 

When it comes to analyzing campaign data and reports, advanced sellers are usually quick to make amendments to their strategy based on the data they get from two to three days of ad servings. Advanced sellers can also think they have a full grasp on reports while perhaps they are lacking the right tools to review the data, but also the proper understanding.

Amazon can take up to a week to fully update your campaign data. It’s best to wait a few days to gather optimal data for future learnings. Same rule of thumb if you decide to make amendments to current campaign strategies. 

At Sellozo we offer robust reporting tools, which our onboarding specialists are able to walk you through to ensure you are receiving the most relevant data for your Amazon advertising strategy.

 

Conclusion

A proper Amazon advertising strategy is not a set it and forget it strategy. Like any business, continuous improvements and optimization will need to be made to see the most beneficial results. Start by understanding your target audience, and see which ad and ad types work best for your brand and product. 

Having the right strategy and avoiding mistakes outlined in this article will help you rank higher in the Amazon search engine and increase conversions within your planned budgets. The key is to stay focused on your strategy!

Keep a tab on trending advertising practices, and record changes to your Amazon advertising strategy so you can see where your success and improvements lie.

Happy Advertising Sellers!

 

Other resources:

Mistakes Selling on Amazon

The 5 Common Mistakes to AVOID as a New Amazon FBA Seller

Common Mistakes Amazon Sellers Make

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