Amazon is known for being associated with many things. It is the world’s biggest online retail store. Its cloud platform service with AWS is used by many tech companies in the world. And yes, how
Amazon is known for being associated with many things. It is the world’s biggest online retail store. Its cloud platform service with AWS is used by many tech companies in the world. And yes, how can we forget Prime Video and Music which have helped simplify access to video and audio content.
The one area where Amazon is not mentioned not quite as much is advertising. Even the best digital marketing institutes could be forgiven for not discussing or even missing Amazon advertising altogether. Amazon is in fact a platform which can be used for advertising.
How Does Amazon Advertising Work?
Say you are selling fridges on Amazon. When people search fridges on Amazon search, your product listing is way down below where people are not likely to scroll down. What is the solution in this case?
To help sellers with low ranking on product search, Amazon has an advertising option. By using Amazon advertising, sellers can get their product listing placed at prime location. Just like other digital advertising platforms like Google AdWords, Amazon also comes with a ton of features like option of display & video ads, demographic targeting, and data analytics.
Amazon advertising is also very effective because the number of organic listings is few, thus making more space for advertisers to use.
In this article, we discuss some mistakes marketers should avoid while using Amazon advertising.
Restrict Numbers of ASINs in an Ad Group to One
ASIN (Amazon Standard Identification Number) is a unique ID given to each product being sold on Amazon. When creating an ad group for Amazon advertising, restrict the number of ASINs you add to the ad group to one.
Well, Amazon will not report which keywords led to each product in your ad group being sold. Instead, it will only tell you the performance of each keyword. In other words, you will not be able to check which keywords are leading to products in your ad group being sold.
By placing only one ASIN in your ad group, you can pinpoint which keyword led to the sale based on the performance of the keyword.
Do Not Treat Amazon Advertising like Google AdWords
Digital marketing professionals have the habit of extending their knowledge in one subject to a different subject without keeping in mind the unique context of the latter.
For instance, while matching keywords for an ad to be triggered, Google takes into account many different variations for a broad match. In some words, Google is able to gauge the context of a query more accurately despite the exact keyword not being searched.
On Amazon, advertisers have to go with a narrow view of a broad keyword match. Some level of variations is allowed, but an ad will only appear if a significant part of the keyword is queried by a user.
Those advertising on Amazon must learn a little about the platform on Amazon Search Console to reach their target audience more effectively.
In conclusion, we discuss some mistakes digital marketers commonly make when using Amazon advertising.
About the Author – CP Giri is an entrepreneur with a keen eye for digital marketing and content trends. He often writes guest posts and conducts guest lectures at DelhiCourses.in, one of the most popular institutes for a digital marketing training in Delhi.