What is that one solid rule every business follows, irrespective of the industry they work in? It’s learning from mistakes. It doesn’t matter who’s making those mistakes; making sure your business never suffers the consequences is your responsibility.
Amazon is a well-known name all over the world. Every brand is on it, no matter what size. From new startups still operating from a garage to multi-billionaire companies, all of them have their products listed on Amazon. Many companies also hire an amazon marketing company to manage their ads for them.
This opens up an opportunity for us to study their amazon marketing services, learn what mistakes they made, and make sure we never repeat them under any circumstances.
Here are the six worst mistakes brands make while creating amazon sponsored product ads, which we won’t!
Mistake 1: Not Applying a Clear Strategy For Ad Management
Every year, Amazon Advertising becomes more complex and more expensive as the platform opens up to additional Ad positions and CPC increases across the board. Depending on your goals, you MUST have a solid plan in place before launching your first Amazon Sponsored Products Campaign.
Inexperience with this straightforward yet crucial component of selling on Amazon is the main cause of the mistakes we have observed new FBA sellers make when approaching Sponsored Products Advertising. If you don’t know what your PPC advertising’s goals are, you could end up investing all of your resources (including money) in costly, ineffective campaigns.
Mistake 2: Not adding Negative Targetings to Your PPC Campaigns
The “Negative Keywords” option is available on the Amazon Advertising Platform. This option is mainly used to filter out keywords that you do not want to appear in your advertisement.
You should not leave the Amazon Negative Keyword check box empty. By lowering your advertising costs, they can unquestionably give you a competitive advantage.
For instance, if you are bidding on the keyword “glasses” and are selling sunglasses, it will show up on several irrelevant search terms like “wine glass.” Additionally, if a user clicks on your listing by accident and then clicks on your advertisement, it will cost you and eventually increase your ad spend.
As a result, sellers should add or remove negative keywords to lower their CPC and avoid paying for irrelevant clicks.
Mistake 3: Setting and Forgetting Amazon Ad Campaigns
Contrary to what some professionals in the field claim, Amazon PPC isn’t designed for “set it and forget it” methods. We’re sorry to break the terrible news to you, but there are just too many moving parts for a campaign to run unsupervised.
Once your campaign has gone live, ignoring it is, at best wasteful and, at worst, quite harmful. Regular campaign monitoring allows vendors to spot patterns and adjust their strategies accordingly.
Now, happily, it’s not necessary to keep a tight eye on Amazon advertising. It is not necessary for you to suffer through your data reports every few minutes or hours. But we do advise doing it every day, especially at the beginning of your campaign’s lifecycle.
Naturally, fewer changes will be required as you make tactical improvements and give your campaigns time to succeed. However, it’s critical that sellers comprehend that PPC is a procedure.
If there is one thing we’ve learned about the Amazon marketing community, it’s how highly competitive individual sellers can be. Without a sure, at least one of your rivals is closely observing the results of their campaign in order to make adjustments that will give them the advantage.
Sellers who think of PPC as a “put it and forget it” feature absolutely miss the point and are pleading with rivals to take more of the market.
Mistake 4: Placing All Your Advertised Products in the Same Group or Campaign
This is also a very typical strategy among new sellers who launch their first Amazon advertising campaign. They would make a single campaign and include all of their products in it (in the same group or in different groups). As you may have realized by this point, the more your campaigns are differentiated, the better performance and data quality you will receive. How often have you heard the saying, “don’t put all your eggs in one basket”? Well, that logic applies here as well.
Make as many distinctions as you can. Create at least one campaign for each category of products or for each parent, including all variations (size, color, kind, material, etc.). You will have a lot more data to work with if you differentiate into numerous campaigns and categories. Additionally, having various campaigns will enable you to effectively allocate your daily spending.
There are still very few situations where it makes sense to include all of your products in the same category or campaign. One of these is a branding campaign, in which you want to emphasize your brand name and display any of your products—or at the very least, the best sellers—to your target audience.
Mistake 5: Not doing enough homework
Successful Amazon selling requires conducting informed, data-based research at every level. Why, then, do some sellers seem to believe that, without performing their research, they can operate profitable PPC campaigns that maximize success?
Sellers may be aware of their high-performing keywords, but PPC is an entirely different ballgame. When putting up campaigns, many sellers assume they are knowledgeable, but only sellers who have done extensive research are knowledgeable.
Which margins do you use? Which keywords would be most useful for running advertisements? Should you use derogatory terms to prevent spending unnecessary money? Exist any rival listings that your listing outperforms in product-targeting ads?
These are just a few of the multiple strategic inquiries that sellers should think about before crunching the data to come up with deft responses. Companies who provide amazon marketing services have in-depth knowledge of all these things.
Mistake 6: Overusing Automatic Campaigns
The finest Amazon advertising strategy would never resort to deploying automated campaigns excessively. The primary goal of automatic campaigns has consistently been the same: to collect data and keyword information that can subsequently be incorporated into manual ads to increase efficiency.
This increases the likelihood that sellers will identify possible keywords that are producing respectable results as well as those that aren’t, which should be included in the list of “negative keywords.”
The key to a successful campaign when running an Amazon Sponsored Products Ad for a new product is to use both automatic and manual campaigns.
While finding the ideal mix may take some time, avoiding these typical Amazon advertising errors will place you on a fast track to a successful ad campaign. Make sure you learn from these mistakes and get all out of your sponsored product ads.
Or else, you can hire a company for amazon marketing services which have already mastered the tricks of this trade and know its way around sponsored product ads. MarketplaceOps has been in the business since 2014 and is the master when it comes to managing amazon advertising.
Get in touch today!