The Top 3 Amazon Advertising Challenges and Solutions
Amazon Advertising has become increasingly important to brands that sell on the channel. However, if you’re not an expert, there can be more questions than answers when developing a strategy. Continue reading to learn more about common Amazon Advertising challenges and solutions.
A Lack of Comprehensive Reporting
Nearly 100% of advertisers already have or plan to install a data management platform. Data, analytics, and reporting are crucial to advertisers in helping them make informed about their campaigns and optimization plans.
Unfortunately, brands that advertise on Amazon can't often access sufficiently comprehensive reporting through the platform. What’s available prevents brands from digging into customized data on the granular levels they need.
At Marketplace Strategy (MPS), we’re committed to overcoming this challenge with our clients. We understand the importance of consistent reporting with accurate visualization. As a strategic partner, we provide regular reporting using a host of tools, including proprietary software.
Considering which Optimization Tactics to Employ
There are plenty of options when it comes to optimizing your brand’s Amazon presence. To ensure you’re taking steps to help reach the goals in mind, we outline some of the top optimization tactics and why they’re used. Understanding these options can help brands overcome common Amazon Advertising challenges.
Amazon product titles should be easy to read and incorporate a variety of keywords. They should communicate information necessary for shoppers to click through on a search result page.
We recommend looking through customer reviews to identify common questions and a theme of interest. With this information, describe product features and specs. To avoid making your product’s title too long, save some keywords for the bullet points. Titles should be no longer than 200 characters including spaces, but keep in mind only 90 of these characters are shown on mobile search result pages.
Bullet points are a great place to include remaining keywords that didn’t fit into the product’s title. These lines of text are best to explain your product’s key features, benefits while incorporating second-tier search terms.
If your brand needs help deciding what to write here, take a look at advertising data and reviews. See if you can isolate anything customers want or need to know before buying. Then, address those trends in the bullet points to help increase conversion rates.
Below is an example of recommended formatting:
After reading a product’s title, bullet points, and images, shoppers scroll to find something more thorough.
Here, you can be more relaxed with the copy to show off your brand’s personality. There are also 2,000 characters available to include meaningful information. Product descriptions are a place for lower-priority keywords.
According to Amazon, 90% of shoppers click through every image in a product’s library before buying. So, brands need to use a variety of images to tell the full story of an item.
This is also an important factor in how well a product will perform in Amazon’s search results. Click-through and conversion rates of these images funnel into Amazon’s ranking algorithm. In fact, listings with optimized images can yield higher click-through rates. So, we recommend placing a priority on the quality of the images used to represent a product.
Creative assets have been proven to be crucial to a brand’s strategy. In fact, according to Amazon, A+ Pages (Vendor Central) and Seller A+ (Seller Central) can increase sales by 3 to10%.
When creating A+ Pages, we recommend the following three guidelines:
- Make sure content is highly visual
- Be direct and consistent
- Use charts to cross-sell related products
Optimizing your Amazon presence can be a full-time job. A strong strategic partner will advise and execute to help your brand overcome obstacles and achieve success.
Understanding which Advertising Option to Use (and When)
As Amazon’s advertising platforms gain popularity, it becomes more necessary for brands to invest in a reliable strategy. Both search and programmatic options are available, Amazon Advertising and Amazon DSP respectively.
However, it can be challenging for brands to understand which option to use, when, and what each will accomplish. Generally speaking, search advertising helps feed bottom-funnel purchases and build sales velocity. On the other hand, programmatic advertising helps brands reach both on- and off-Amazon audiences for purposes ranging throughout the funnel.
In our experience, our clients have had the most success when implementing a healthy mix of both options. When making a decision on whether to begin with solely search or boost its potential adding in DSP, consider these factors:
- Budget: Smaller budgets should likely begin with search advertising only.
- Goal: DSP can address more areas of the funnel but typically provide a lower ROI than search
- Preparedness: Ensure your brand can handle a possible influx of sales volume.
Developing and executing the perfect Amazon Advertising strategy can be difficult. There is a lot to learn, understand, and apply. But, most brands face similar Amazon Advertising challenges and many resources and solutions are available.
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