Amazon Advertising Strategy The COMPLETE Guide [EXAMPLES]

Whether you’re selling Amazon FBA, Amazon B2B, Merchant Fulfilled or Seller Fulfilled Prime through Seller Central or Vendor Central, you would agree that there are lots of costly mistakes to be made by having the wrong Amazon advertising strategy.

These mistakes can put a lot of time and distance between you and selling.

By having a powerful Amazon Advertising strategy you’ll be able to increase Amazon sales and reduce ACoS on Amazon,

You’re going to learn EVERYTHING you need to know and get the EXACT Amazon advertising strategy I use with my clients.

How To Advertise on Amazon

You can advertise on Amazon with your Seller Central account, Vendor Central Account or KDP account.

Seller Central and Vendor Central sellers access the advertising console directly through their Seller Central or Vendor Central accounts.

The process of how to advertise on Amazon is simple.

1. Log in to Seller Central or Vendor Central
2. Click on Advertising and Select Campaign Manager
3. Click the Yellow Create Campaign Button

At this point, you will be presented with options including the types of ads you want to run such as:

• Sponsored Products
• Sponsored Brands
• Sponsored Display

It will look like this:

From there, you will be selecting:

• Which products you want to advertise
• Budget
• Bidding strategy
• How to target customers (Keyword, Product, or Category)

This is how to make an Amazon advertising strategy that will improve your Amazon Sales Rank straight from your top-rated Amazon Consulting source.

Amazon Advertising Strategy

In my experience in Amazon Consulting, the best Amazon Advertising Strategy starts like this:

• Identify buyer intent keywords
• Make your listing as good as it possibly can be using Amazon Listing Optimization
• Make sure the keywords that you are targeting appear on your listing front end or back end.
• Make sure your price is competitive.
• Have a system in place to get Amazon reviews as you’re running ads.
• Consistently drive external traffic to your Amazon product listings.
• Build a buzz off of Amazon about your brand & products

From there, it then gets into the finer points of setting up your campaigns and adjusting them.

Let’s look at each component involved in Amazon Advertising.

Should I Use Keyword Targeting or Product Targeting For Amazon Ads?

• Always have keyword targeting campaigns, whether your goal is to drive awareness or sales.
• Use product targeting campaigns to show your ads on well-known or competitor products that are similar to yours.

What Keyword Match Type Should I Use For My Amazon Ads?

You have 3 and 1/2 choices.

Broad Match: Amazon will show your ads for customer searches similar to the keyword you’ve entered. (EXAMPLE: “hose pressure jet attachment” -> “hose nozzle sprayer for garden”)

Modified Broad Match: Amazon will show your ads for customer searches that contain the keyword you modified. (EXAMPLE: “+mens +shoes” -> “mens shoes”, “mens sneakers”)

Phrase Match: Amazon will show your ads for keywords added on before and after the keyword you’ve entered. (EXAMPLE:”hose pressure jet attachment” -> “garden hose pressure jet attachment wand”)

Exact Match: Amazon will show your ads ONLY when a customer searches for EXACTLY what you’ve entered. (EXAMPLE: “hose pressure jet attachment” -> “hose pressure jet attachment”)

What Is The Difference Between Keywords and Search Terms?

Keywords are topics to make sure you show up for the terms customers type into the Amazon search engine.

Search Terms are the literal EXACT term that the customer typed into the Amazon search engine and you were triggered to show up for that search term by the keyword you selected.

What Are The Best Keywords For Ads?

The best keywords for Amazon ads are buyer intent keywords.

When you want to learn what options there are out there to solve the problem you have or to fulfill your desire, you search for things like: “Pontoon Boat Accessories”

But if you’ve already figured out what you want and now you want to find the right one for your needs, you search for things like: “Propane Pontoon Boat Grill With Railing Attachment Mount”

How Can I Find Keywords For Amazon Ads?

I mentioned earlier that Helium 10, Seller Labs or Jungle Scout have tools that will show you what keywords your competitors are indexed for and are running ads on.

You’ll get lists you can export like this:

Or, you can use Keyword Tool Dominator.

How to Structure Amazon Advertising Campaigns

In my experience, the closer you can get to giving each product it’s own campaign, the more impressions you will get. This works because it consolidates the types of keywords or products that it targets, and this tends to produce the most impressions.

Here is an example Amazon advertising ad campaign setup:

Which Amazon Advertising Bidding Strategy Is Best?

Dynamic bids – down only: Use this when you haven’t dialed in your ACoS on Amazon yet.

Dynamic bids – up and down: Use this when you are happy with your ACoS on Amazon.

Fixed bids: Use this if you don’t have many products to manage and you know the exact cost to acquire a customer you are not willing to exceed.

Should I Use Automatic or Manual Keyword Targeting For Amazon Ads?

You should work to the point where you’re only using manual keyword targeting on your ads.

That said if you aren’t familiar with keyword research yet or are selling products where you do not know your customer as well, start with an automatic keyword targeting campaign. Run it for a month, identify the keywords that convert, and move them to a Manual campaign.

How Can I Reduce My ACoS So I Can Spend Less On Ads?

• Targeting: Cut non-profitable keywords or reduce their bids by 35% – 50%. Find more profitable buyer-intent keywords.
• Influencers: Use tools like Referazon to drive external traffic.
• Product Titles: Write shorter, benefit-driven titles under 80 characters.
• A+ Content: Read this article: Amazon A+ Content The COMPLETE Guide
• Reviews: If you’re having trouble getting reviews, read this: How To Get Amazon Reviews

Amazon Advertising Console

Amazon Advertising Console is Amazons equivalent to Facebook Business Manager or Google Ads platform. It is the interface by which you control all of your Amazon advertising efforts using the various Amazon advertising products.

Amazon Sponsored Product Ads

Who can use these? Amazon Seller Central Sellers & Vendor Central Sellers.

When should I use these? To Drive Sales & Build Awareness.

What are the key benefits? They look like organic search results, can appear on competitors’ listings, and have high click-through rates.

Where will my ads show up? Mixed into Organic search results at the Top, Middle, and Bottom.

Amazon Sponsored Brands Ads

Who can use these? Amazon Seller Central Sellers & Vendor Central Sellers.

What are the key benefits? You can write headlines of up to 50 characters to convey benefits or competitive advantages.

Where will my ads show up? Above search results.

Amazon Sponsored Display Ads

What are the key benefits? Have beautiful product ads without designing assets, reach customers beyond Amazon, and retarget potential customers.

Amazon Sponsored Brands Video Ads

Amazon Sponsored Brands Video Ads allow advertisers to run video ads for their products. They are similar to video ads found on other networks such as YouTube, Facebook & more.

What Makes A Good Amazon Sponsored Brands Video Ad?

• On-screen text: Sponsored brands video ads run without sound by default.
• Length: 15 – 30 seconds.
• Gets to the point: Show the product right away.
• Loop if possible: These videos automatically run in a loop.
• End with a call to action: Tell the potential customer what you want them to do, ORDER NOW.

Amazon DSP Ads

Who can use these? Brand owners that sell on Amazon, Brand owners who do not sell on Amazon, Brands with a minimum ad spend of $35,000.

Where will my ads show up? On Amazon across all pages in the marketplace and Off of Amazon on partnered Blogs, Media Outlets & Publishers.

Amazon Attribution

As a consultant for Amazon I can tell you that there aren’t many Amazon Sellers only advertising on Amazon anymore.

Minimum viable effort for any Amazon advertising strategy involves sending traffic from off of Amazon onto Amazon in addition to your on Amazon efforts.

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Boost Your Amazon Store Sales

Get The EXACT Template My Clients Use

GET IT NOW

This is where Amazon Attribution comes in. Amazon attribution allows brands to measure the advertising traffic they are sending from off Amazon channels (Google, Facebook, Pinterest, etc.) onto Amazon.

Frequently Asked Questions