Amazon is the biggest marketplace where all the sellers are just a click away. And each one shares the same advantages and disadvantages, for example, having the same sale funnel, 2-day shipping options, and simple checkout.
Amazon Marketing Services (AMS) is what keeps you ahead of the game. AMS is the best way to list your product at the top of the search page by linking user based keyword search with the product. It’s a paid way to the page-one listing that improves conversions and brand visibility on Amazon.
There are various kinds of campaign accessible within Amazon Marketing Services (AMS) depending on whether you have an Amazon Seller or a Vendor account.
What’s a Seller Account and a Vendor Account – Difference and Advantages?
Before we get started, it’s important to know the differences between the two. A Seller account is where a merchant sells directly and handle shipping, returns, customer services on their level. A Vendor account is where manufacturers and distributors who are first-party seller supply and sell in bulk via Vendor central.
In a Seller account, the payment terms are quicker and the seller has more control over pricing but it comes with limited advertising options. A Seller's options are limited to Sponsored Product ads and Headline ads.
Vendor central on the other hand is by invite only and Amazon controls the retail pricing. Advertising options are multiple whereby a Vendor can utilize all 3 campaign types.
Amazon Marketing Services - AMS
Various types of ads can be displayed in search results, on the product pages using Amazon Marketing Services (AMS) and this can also lead to other landing pages on Amazon.
AMS charges are PPC (pay-per-click) or CPC (cost-per-click).
Vendors can use any of these formats if they have an AMS account but the Seller Central accounts are limited to the two options i.e. Sponsored Products and Headline Search Ads.
Types of AMS Advertising
#1 Sponsored products (Accessible to Vendor + Seller):
They target people specifically interested in a certain type of product. The add assigns keywords to those products, and enter a cost-per-click bid. When a customer searches for one of the keywords that the seller has bid for, their add is displayed alongside the search result. The add can appear in the beginning, middle, end or even next to the search result or on the product page.
Guide for creating your first PPC campaign:
- Keywords should match the “the customer search term” – It requires different targeting precision and monitoring efforts
- Negative keywords usage is a must for weeding out unwanted customers to control advertising cost
- Choose between the campaign type – Automatic or Manual depending on the targeting precision
- CPC optimization - Continually optimize your campaign and keep it aligned to your profit goals.
#2 Headline Search Adds - Sponsored Brands (Available for Vendors + Sellers with Amazon Brand Registration):
They play the role of branding and category awareness. These ads appear above the search result page and feature custom headline along with multiple product line-up. These adds allows to interact with the customers at the beginning of the search before they zero down on any particular search result. Because a users query and keyword entered are generic in nature; these adds allow for redirection to any of the following pages:
- Custom URL
- Search Results Page
- Products Page
#3 Product Display Ads (only for vendors):
Product Display Ads appear on product pages below the Buy Box and is the last chance to advertise before something is added to a cart. They can be deployed for a specific or any other complementary product to be displayed below the add to cart section.
Product display ads help keep potential customers within your own shopping environment and they also have higher click rates. However, managing so many product placements can be a daunting task.
Each of the above 3 campaigns has their own place in the conversion funnel targeting different types. A comprehensive strategy that makes use of all 3 types will reap good results.
There are other channels for marketing that work in tandem with Amazon marketing discussed like -
- Amazon SEO - Optimizing keywords (on-Amazon) on the product page to improve the organic ranking.
- External Marketing Measures: Paid and Non-Paid marketing (Off-Amazon)
Key points of AMS:
- AMS is the key to driving traffic to any listing
- They need consistent monitoring and optimizing
- The relevance of selected keywords is important
- Keep a tap on conversion rate
- It’s a never ending process of tests and improvements
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