Amazon Product Display Ads: Five Hacks for Competitive Advantage

October 4, 2020
Written by Kevin Wong

Amazon Product Display Ads (also known as Cost-per-Click Ads) are vital in increasing a product's exposure, sales, and visibility to consumers. Aside from that, Amazon Display Ads also compel customers to purchase based on their interest by showing up at the sidebar under the platform's "add to cart" button. Nowadays, many vendors rely on these ads because their products even show up when customers are just browsing online for a product like theirs! 

Amazing, right?

How to Set Up an Amazon PPC Campaign

These are the steps to follow to set up an Amazon PPC campaign:

  1. Log in to your Seller Central Account, click on the "Advertising" tab, then choose "Campaign Manager."
  2. On the "Campaign Manager" page, customize your campaign budget and duration, depending on what you think will work best. 
  3. On the next page, you'll have to add an ad group in the box under "Ad group name," so choose appropriately.
  4. Then, you can select the product you will advertise. It will be followed by the setting up your daily budget and keyword bid.
  5. Next, you will have to choose keywords you think will be valid for the campaign. Although Amazon will offer suggestions, you may also input your own by clicking "Provide your keywords." 
  6. Finally, click "Save and Finish" at the bottom of the screen. Once you see the "Success!" prompt on the "Campaign Manager" page, you've completed the steps. 

Although the process is straightforward, there are numerous factors to consider, such as budget and keywords. To maximize the features and ensure that you get your value for money, you may also consult an Amazon paid ads management team.

Is Amazon PPC worth it?

Absolutely, if done using a strategic approach. It can help Return of Investment hasten by increasing quality traffic and boosting exposure on the platform. 

In this article, we will tackle useful hacks for competitive advantage and additional tips to kickstart your Amazon PPC Campaign.

Hack 1: Optimize All Your Product Listings Effectively 

The most straightforward rule to give you a significant advantage against competitors is product listings that immediately catch the customers' attention. After all, your Amazon product display ads exist to convince people that your products are better than others. This may sound like we're stating the obvious, but effectively optimizing your product listings is a task easier said than done. 

To achieve product listing optimization, you must consider the following essential goals:

  • Write a killer product description;
  • Upload high-quality product images, and
  • Focus effort on increasing product reviews.

Product Descriptions

All Amazon advertisers treat product descriptions as the bread-and-butter of their ad campaigns, and it's not hard to see why. Customers on Amazon are ready to spend money on the platform, so you should make your product descriptions as captivating as possible. 

A good start would be to keep your descriptions concise and to focus your words on the product's benefits. For longer descriptions, you may also opt to utilize bullets and separate your ideas. There are numerous ways to get a customer's attention to your products, so be creative!

Product Images

A smart advertiser knows that optimizing product images is just as crucial as writing descriptions. Amazon is a highly visual experience, after all, so it's best to make sure your photos stand out on the platform.

To optimize product images, you should always have the mindset that "your photos are the only way to talk to your customers." Pretend that product descriptions do not exist—how would you do your best to make the images compelling enough to stand on their own?   

We recommend experimenting with different angles on your products, ensuring your brand logo is always present and showing your products' actual sizes through your photos. Above all, make sure that all your images abide by the Amazon Product Image Requirements.   

Product Reviews

On Amazon, a sufficient number of customer reviews is always a good sign for advertisers. Active customer engagement provides more credence for your business on the platform, which will attract future customers and create new business partnerships.

An effective way to increase product reviews is to provide freebies or discounts for customers who leave substantial reviews. If you have a bit more time on your hands, you may also be willing to start a social media campaign to boost your engagement! 

Hack 2: Formulate a Pricing Strategy 

There is no denying that the level of competition on Amazon continues to get fierce. The chances of topping the platform's searches have become a difficult hurdle to overcome for any advertiser. 

One of the most practical ways to be a step ahead of other Amazon sellers is to create a competitive but straightforward pricing strategy that primarily focuses on your ability to make a quick response. Responsive pricing gameplans allow you to analyze your competitors' prices and change your own at a rapid pace, allowing for increased product sales and ad publicity. 

Before starting, be aware of the fundamental factors that go along with any Amazon pricing strategy. You have to take into account your product's shipping, customs, and payment wiring fees. On top of that, you also have to factor in Amazon's commission fees, added FBA fees, and potential customer return penalties.

With all these budget factors in your mind, it's best to do some research on your competition and determine what price puts you ahead. You want your product display ads to be the go-to option by customers.        

Hack 3: Take Advantage of the Buy Box and Best Seller Badge Privileges

Both the Buy Box and Seller Badge are surefire ways to get additional credibility to convert your Amazon product display ads into sales. 

Buy Box

The Buy Box section is a feature created by Amazon to lead customers towards the best possible buying option for a common item, thus providing them the best value for their money. Naturally, almost all customers buy exclusively from the Buy Box seller, and Amazon awards it to the highest-ranking seller for that specific product. 

Acquiring the Buy Box is not an easy feat to accomplish. Your seller performance, inventory, and 

shipping capabilities will be reviewed—but once you have it, 99% of the customers will be yours!

Best Seller Badge

The Amazon Best Seller badge, on the other hand, is an orange ribbon icon awarded to sellers on the platform who perform better than their competitors. Best Seller badges are awarded to up to 100 sellers for each category, so it's easier to get.

Obtaining a Best Seller badge requires a little bit of trickery. As an advertiser, try placing your product in a less competitive category, so you have a higher chance of getting the badge. See if it performs better than your competitors, and enjoy your new verified icon!

Hack 4: Outsource, But Only When Needed

As we have mentioned previously in this article, the things that make every successful Amazon product display ad are well-written product descriptions, great photos, and lots of reviews. 

If you think you or your team cannot fully optimize your product listings on your own, you may consider outsourcing your work. Much like Amazon PPC Outsourcing, this can be especially useful for your product photos—since Amazon has placed very stringent photo requirements for advertisers on their platform, it may be practical to hire professional photographers to take your photos instead. You erase the risk of being penalized, and you get top-quality images.   

Our Final Take

Placing Amazon product display ads may sound easy, but being ahead of the competition on the Amazon platform requires a lot of planning, effort, and a little bit of luck. If you follow these tips, you may be able to steer your advertising initiatives in the right direction.

If you're looking into placing product ads on Amazon and seeking assistance from a team of reputable Amazon PPC specialists, we at Seller Interactive can help you out. You may schedule a call with us by sending an email to [email protected]. Book an appointment today!

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