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A Vendor’s Guide to Amazon Marketing Services

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Amazon Marketing Services (AMS) is Amazon’s pay-per-click (PPC) platform where sellers can obtain their product(s) before their pertinent visitors based on keywords, products, and shopper interests.
How To Sell On Amazon, Complete Guide.
The services provided by AMS include:

  • Amazon Pages
  • Product Display Ads
  • Headline Search Ads
  • Sponsored Products Ads

How to be eligible for Amazon Marketing Services

Only approved Amazon accounts can apply for AMS. You require one of these five credentials to acquire access:
Amazon Vendor central Dashboard

  • A Vendor Central login
  • An Advantage Central login
  • A Vendor Express login
  • You can seek an invitation to exemplify a vendor
  • A Kindle Direct Publishing (KDP)Account

For most sellers, Vendor Express is regarded as the easiest and most direct method. AMS is reachable to anyone in the Vendor Express program. With Vendor Express, manufacturers sell products on Amazon and Amazon becomes the vendor. Amazon runs your product listing.

Here’s the four-step procedure to Amazon through a Vendor Express account.

Get a Vendor Express Account

Amazon Vendor Express Account

  • Submit a product to Vendor Express.
  • Get Amazon’s Purchase Order
  • Register for AMS.
  • Kinds of AMS Ads
  • There are three advertising campaign types: Sponsored Product Ads, Product Display Ads, and Headline Search Ads.
  • Amazon Ads

Sponsored Products Ads

Sponsored Products gives vendors more authority over product merchandising on Amazon. You can improve your merchandise visibility when visitors explore the keywords you bid on with targeted advertisements. You only pay when someone clicks on your advertisement and lands on the page where your offer is mentioned.
Amazon Sponsored Products Ad

  • Amazon Sponsored Product Ad
  • Sponsored Product Ads are often managed in Seller Central and you’ll learn during this article.

Headline Search Ads In Amazon Marketing Services

Update:

Amazon has presented Headline Search Ads for third-party retailers in Seller Central (previously only applicable to Vendors. This may lead to enhanced competition for keywords.
Here’s an example of a Headline Search Ad that I found on Amazon.
Headline Search Ad.
Example of a Headline Search Ad
 

  • With Headline Search you can select a target place for when people click on your ad.
  • Create a Page option that lets you upgrade to three ASINs and then direct shoppers to a landing page. Your Amazon Page option only allows you to add one ASIN.
  • Custom URL choice.
  • In the next segments, name your campaign, set a budget (minimum $100), and set a time period.
  •  Add keywords and decide on your offers for the auction.
  • Amazon suggests starting with between 30-40 keywords using 1-2 words per keyword. Keywords can be adjoined manually or by uploading a spreadsheet.

Match Types

  • Broad: Can incorporate words before, after, or in-between.
  • Phrase: Can add words before or after.
  • Exact: Must be your exact words.
  • Ads that emerge on page one of a search engine results page are those that have won the highest bid.
  • Next up, you need to create your ad following Amazon’s instructions.
  • Make use of words like “exclusive” and “new” within the copy.
  • Avail actionable phrases like “Buy Now” and “Save Now”
  • All assertions must emerge on the product detail page.
  • Do not make use of invalidated claims like “#1” or “Best Seller”.
  • You can also update the featured image and merchandise images too for added impact.
  • Once you’re satisfied with your banner ad, you can save it or submit the campaign for review. If you’ve followed Amazon’s guidelines,
  • your ad should be approved within 24 hours.
  • Headline Search FAQ

What are Headline Search Ads?
Headline Search Ads are keyword targeted cost-per-click ads that permit brands to upgrade three or more goods and direct traffic to a brand page or a custom landing page at Amazon.com
What is keyword-targeted advertising?
Keywords are single words or a combination of words that you incorporate into your ad campaigns, and these keywords ascertain when your ads will emerge. Keyword-targeted advertising matches the keywords in your campaign to the search terms that purchasers use to look for products at Amazon.com. When a consumer search for the keywords in your campaign, your ad can show up if it meets the requisite eligibility criteria.
See This Topic As well:  How to send your inventory to Amazon
Where are my ads shown?

Each time you win the auction your ads will emerge at the top of the first page of Amazon.com search results.

Where are purchasers administered when they click on my ads?

When consumers click on your ads, they go to the brand page or custom landing page at Amazon.com that you designate.

Do I want to possess an Amazon Page to run a Headline Search campaign?

No. When purchasers click on your ads, they go to the page at Amazon.com that you specified. This could be the Amazon Page for your brand or any page that displays your products at Amazon.com.

How do I establish a Headline Search Ad campaign?

Log in to your Amazon Marketing Services account and click on ‘Create an ad’ from the most page. Then chose the “Sponsored Products – Target by keyword, appear below search results” option.

Who is applicable to create Headline Search Ads?

Headline Search ads are accessible for all approved Amazon Marketing Services accounts. See Amazon Advertising Policy instructions for further details. To Check the Criteria Read this blog 

Can I edit my ad?

The creative for your campaign is generated through the Amazon Marketing Services ad builder. You are needed to add a custom headline and image before you submit the ad for review.

Are there any constraints to be said about my headline?

Yes, as part of our dedication to supplying the highest-quality customer experience, we’ll not receive advertisements that contain or relate to certain content. For further instructions, please see our ad policy guidelines.

How are keywords matched to a shopper’s search?

We will show your ad to buyers who search Amazon.com using the keywords you specify in your campaign. Match types include Phrase match and Exact match. Your ads can be visible only when someone searches for your exact keyword, without any other expressions in the search. With Phrase Match, your ad can reveal when someone searches for your exact keyword or your exact keyword with additional words before or after it.

How much do Headline Search Ads cost?

Amazon Marketing Services avails a cost-per-click, auction-based pricing model. We suggest you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be exhibited when an Amazon purchaser searches for one of your keywords. The minimal cost-per-click is $0.10 and you will never be charged more per click than what you bid. Here You can Check  the exact average cost of amazon ads

Is there a minimum budget?

The least budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks obtained and never more than your budget.

Is there a limit to the length that my organization can run?

Campaigns can be organized to run up to four months in advance and can run for up to six months.

What types of term alterations do Headline Search Ads allow today, if any?

Headline Search Ads does not allow any keyword alterations such as stemmed words (for example, house and housing), plurals, or misspellings. Advertisers must clearly add those variations to be regarded.

Product Display Ads

Product Displayed ads are displayed on the right-hand side of an Amazon product page below the Buy Box and shipping information. The ads look analogous to Sponsored Product ads but focus more on the brand than the individual product.

Amazon Product display Ad (2)

There are two intending ways for product display advertisements: Product and Interest.
Product targeting allows you to choose on which pages your ad will be displayed. You can select ASINs and related products where you want your ad to come into view. This is serviceable if you want your product to emerge on your competitors’ detail pages and specifically any competitors who are priced above you. You can add individual ASINs, UPCs, or keywords.

Next up, you can choose your “campaign settings”.

Check settings here. In this segment, you will name your campaign, set a CPC bid, daily or campaign budget, and the time. Unlike Headline Search ads, you won’t be bidding on particular keywords.
You can name your campaign, set a CPC bid, set a budget, and set the time.
Interest targeting lets you select specific consumers’ interests (categories) where your ad will be shown.
When your advertisement has been live for a day or so you’ll start collecting data on its outcome. The information at hand will be

  • Impressions
  • Clicks
  • Click-Through Rate
  • Detail Page Views
  • Total Spend
  • Average Cost per Click
  • Units Sold
  • Total Sales
  • Advertising Cost of Sales
  • Product Display FAQ

What are Product Display Ads?

Product Display Ads are cost-per-click product or interest-targeted display ads that run traffic to a selected product’s detail page.
Why should I use Product Display Ads?
Product Display Ads avails product or interest targeting to deliver highly related ads to customers with certain interests or customers who are actively viewing specific products.

Can I edit my ad?

How we can edit our ad in Amazon

Here You Can See How You Can Edit Your Ad.  The creative for your campaign is generated along with the Amazon Marketing Services ad builder. You are needed to add a custom headline and logo before you submit the advertisement for review.

Are there any restraints on what I can say in my headline?

Yes, as part of our allegiance to producing the highest quality customer experience, we will not accept ads that contain or relate to certain content. For further information, please see our ad policy instructions.

Where are my ads shown?

Complete guide where ads are shown in your Amazon account. Your ads can emerge on the product detail page at the right rail of search results, at the bottom of search results, on the consumer’s reviews page, on the read all reviews page and at the topmost of the offer listing page, and in Amazon-generated marketing emails, for example, follow-ups and proposals. Product Display Advertisements run against desktop, mobile web, and mobile app.

Where are consumers directed when they click on my ads?

When customers click on your ads, they are directed to the product detail page.

What happens if my item is unobtainable?

When items are out of stock, Product Display Advertisements are ceased, and Once the item is back in merchandise so the campaign will go back to a functioning state, while this takes place within the set campaign flight. Note that there could be a postponement that could be up to 4 hours for this to happen.

How much do Product Display Ads cost?

Amazon Marketing Services utilizes a cost-per-click, auction-based pricing model. We suggest you set the maximal cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be presented. The minimal cost-per-click for Product Display Ads is $0.02.

Is there a minimum budget?

The least budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks acquired and never more than your budget.

Is there a limited length my campaign can run?

Campaigns can be arranged to run up to four months in advance and can run for up to six months.

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