With tens of millions of products for sale on Amazon at any given moment, it’s not always that easy to ensure your business stands out. Dozens of sellers might be offering the same products as you, and the only thing separating you from them can be your advertising strategy.
Amazon advertising isn’t always easy to understand when you’re new to the world of online selling. However, if you’re aware of the most common mistakes, like those listed below, you may be in a better position to avoid making them and help your online business thrive.
Using a Google Ad Strategy for Amazon Ads
Your Amazon advertising strategy may be similar to the one you use for Google advertising, but the two aren’t the same. The terminology you use and the keywords you prioritize may appear and function differently on Amazon compared to Google.
Before you copy your Google ad scripts into your Amazon platform, take a moment to browse through the Amazon Learning Console or request the services of marketing experts. You can then familiarize yourself with how the two platforms differ to ensure you’re using Amazon advertising best practices.
Making Adjustments Too Quickly
When you’re not quite sure whether your ad campaign is going to work, it’s only natural to check on it daily. You might even be tempted to tweak it most days if you don’t believe it’s producing the results you need.
However, campaigns can take one to two weeks to gain traction and a month to show data that paints an accurate picture of your results. By over-managing your campaign with continuous budget and word changes, you may not gain insight into the potential your campaign has to succeed.
Not Keeping an Eye On Stock Levels
Your Amazon advertising may have the desired effect, and you start selling high numbers of particular items. While this is what you want, it can mean that you’re not always able to replenish your inventory before you sell out altogether.
If this happens, your ad campaigns stop, and your competitors have a window of opportunity to sell what you can’t. In this situation, inventory management can be crucial. Keep an eye on your stock levels so that you can reduce your advertising budget and decrease demand before a new shipment of your products arrives.
Not Relying On Experts and Resources for Help
Whether you’re new to Amazon or just haven’t taken the time to learn advertising best practices, there’s no harm in asking for help. Marketing teams and Amazon itself are useful sources of information when you need a helping hand.
The more help you get, the more confidence you can have in the campaigns you set up and the best ways to manage your money in advertising. Otherwise, you may fall into the trap of spending significant amounts of money on ineffective ads that don’t produce the results you desire.
Not Structuring Your Ads Properly
It can be tempting to group together as many product detail pages as possible into one ad. In theory, this might seem like a good idea to provide advertising coverage for all products, but it makes it challenging to know which products are producing which results.
The more products you have, the harder it is to match your clicks and sales to individual products. Consider assigning one product detail page to one ad group so that you can see how each unique product performs in an ad campaign.
However, if you’re determined to group more than one together to maximize productivity and time savings, make sure the products are similar, such as a red baseball bat and a black baseball bat.
Not Prioritizing Keyword Research
Search engine optimization (SEO) has been around for some time now, so the majority of online business owners understand how important it is for their business to be seen. Though, that doesn’t mean they’re making a point of performing thorough keyword research for each product.
You might settle on a few dozen keywords for each of your products, but too few keywords may limit your search potential. Perform tests with between 50 and 500 keywords to gauge which ones are producing the best results for your business. It’s better to have too many than not enough and see your sales suffer as a result.
No advertising campaign is ever perfect, especially as the online sales landscape is changing all the time. However, you may stand a better chance of sales success by being aware of the mistakes that people commonly make. Now might be the right time to align yourself with marketing experts, research keywords, and structure your ads in a way that may see your sales skyrocket.
