In the world of Amazon Advertising in 2024, there are many different types of campaigns, targeting options, and ways to organize a campaign. It can take a lot of experimenting and testing to determine what works best for each account, and the answer isn’t always the same.
We have had great success with certain campaign strategies, and those same campaign strategies sometimes struggle to gain traction with other accounts. Whether it’s because of price point, competition, or product category, there are many potential factors.
We recommend always looking for your next successful campaign strategy by testing with low budgets and going from there. But for this blog, we will be diving into strategies that we generally see positive results with, especially more recently. We will look into different ways to organize your campaigns, some creative options, and some targeting strategies.
Ad Grouping By Product
When we take over an account and begin our deep dive into the active campaigns, it is very common to see ad groups containing many advertised products. I’ve seen plenty of ad groups with over 20 products in them. This can be a quick way to build a campaign where a certain targeting strategy fits many products. But if there is a product group or account overall that is struggling, we recommend taking the extra steps and building out a different ad group for each product, even if you want the targeting to be the same. It does take a lot more effort and time, but some benefits come with it.
If nothing else, you will have more accurate data on what is working and what isn’t working on a product level. A big advantage with this is when you are using the same keyword for multiple products. It allows you to raise the bids and be more aggressive if the keyword is really working for a certain product, and for whatever reason, if it’s not working as well for a different product, you can lower the bid or even turn it off there.
The same goes for negative keywords. If there is a search term that keeps on spending and isn’t converting for a certain product but is performing well for another, you can negative it for the specific product it isn’t working for and add it as a target for the product that it is performing well for.
Sponsored Brands Video Campaigns With Individual Product Targeting
Amazon is continuing to lean more and more into videos. We have seen success with video campaigns targeting specific products. The “Similar brands on Amazon” area of the product pages started as something that only showed in certain categories. Now, it is hard to find product pages where it doesn’t show. This is a great way to catch the attention of a customer while they’re on one of your competitors’ product pages and get them to click on your product page.
Using Sponsored Brands Video Campaigns To Send Traffic To Your Storefront
I’ll stick with video trends. You used to be able to only use Sponsored Brands video campaigns to send traffic to product detail pages, and you used to not be able to get that coveted top banner ad placement with video ads. Thankfully, that is no longer the case. You now have the opportunity to have an eye-catching video at the very top of the search results, making Sponsored Brands an even more versatile tool to increase visibility. Everyone knows the importance of placing higher on the page and having engaging content shown to customers before they even see an ad and organic product placement is a great opportunity to get a sale.
The other advantage that comes with this is that customers can click into your storefront. As you can see from the example above, consumers still have the option to click on a product and go directly to that product page if they’re ready to make a quick purchase. However, with the storefront option, you also allow them to learn more about your brand, and you also have more creativity to show your product in a different light compared to the sometimes dull Amazon product pages.
As I alluded to above, there isn’t a one-size-fits-all campaign strategy. There are strategies that tend to perform better than others, but in the end, it’s on whoever is running the account to experiment with new campaign types and see what the data tells them. It is also important to set up your campaigns so you have accurate data to look at as well as allowing yourself to better refine parts of the campaign so you can put ad spend behind what specifically is working and dial back or turn off what isn’t working as well. That usually means putting in more time and effort (and maybe building more ad groups) than you’re accustomed to, but the extra work will pay off in the long run! With these tips, you can avoid some common Amazon Ads pitfalls.
