Amazon Ads is now becoming a major advertising platform only second to Google ads. Most of the sellers on Amazon understand that Advertising might incur some costs but can give a significant boost to their business.
This makes lots of first-time sellers interested in advertising on Amazon, but what they miss out on is that Amazon ads need proper understanding to bring positive effects to a business.
Below we have listed down and explained 5 major mistakes Amazon advertisers make.
1) Not putting efforts in Proper Keyword research
It’s important to do proper keyword research for advertising on Amazon. If you select only basic keywords without doing in-depth research about volumes, it’s likely that your ad will not perform well and won’t fetch the desired results.
One of the main benefits of running ads on Amazon is that it provides details reports on which keyword is fetching better results for you in terms of clicks, spending and sales. You should test at least 30-300 keywords for each ad group. This will help in understanding which keyword provides better results and which doesn’t.
Also, one should test multiple match types. It should not be assumed that exact or broad is a “better” match type. Every type of match affects different products differently and it’s important to check all types of matches before you scale your ads.
2) Making Changes in Ad and Budget too quickly
Everyone understands that Google ad campaigns will have a learning phase, but people most of the time forget that when it comes to running ads on Amazon.
Just like most ad platforms, you should give your campaigns at least 7, and ideally 7-14 days of run time before making significant changes.
Understanding this, you should not make changes in your ad in terms of keywords and budgets too quickly, after launching an ad campaign; you should patiently wait for an ad to mature before it gives optimized results.
You should also understand that the reporting for Amazon advertising has a 48-hour delay for most reports. You should take this delay into account as you are adjusting your campaigns. Ideally, manual campaigns in Amazon can take 30 days to age.
3) Treating Google and Amazon Same
A Lot of people believe that the strategy they use for Google can be used on Amazon as well.
While the terminology and overall principles are similar, Amazon ads work in a different way.
One important difference is in match type, broad match works differently on Amazon and Google, consider the following example.
Let’s understand how this would work in practice for “Men’s Purse” as a search query on Google versus on Amazon.
| Search Term | Match for Broad Match on Google | Match for Broad Match on Amazon |
|---|---|---|
| Boy’s Purse | Yes | No |
| Men’s Accessories | Yes | No |
| Men’s Wallet | Yes | No |
| Purse for Men | Yes | Yes |
The above example is just one example of how broad match keywords operate differently on Amazon and Google
We highly recommend that you take the Amazon Advertising education offered in the Amazon Learning Console if you are running your ads.
4) Not Scaling Profitable Campaigns
It’s important to understand that budget matters for advertising on Amazon, if your campaign is well optimized, but runs out of budget, you can miss out on the opportunity of lot more sales.
In technical terms it’s called potential profit loss, i.e. you are losing the profit which was your if you had increased the budget. This also provides an opportunity for your competitors to capitalize on the market.
Whenever any particular campaign of any of our clients is performing well, we always suggest they increase the budget and capitalize on the full potential of a well optimized campaign.
5) Missing on Amazon Resources
At First, Amazon may feel like a complicated site but there are lots of resources available on Amazon Learning Console for learning all aspects of selling and advertising on Amazon.
The Learning Console is a course and test that allows you to be certified by Amazon to run ads. The courses are simple and have a lot of the details and definitions required to run ads on Amazon.
The courses on the Amazon Learning console have valuable information and work as an excellent resource for anyone who wants to understand advertising on Amazon properly.
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