So…this strategy works. I’ve been testing a lot with this and excited with the initial results I’ve been seeing. It’s a bit obvious right? Targeting ASINs on Amazon that you believe are extremely relevant to that consumer on that product page to see if you can capture them by enticing them with yours?
Well, not so fast. Most rookie to mid-level digital marketers or don’t really employ this strategy or too many other strategies on Amazon. Actually, what I find most surprising on Amazon.com from etailers, still, are how they stay within the basic strategies of Amazon Ads pay per click.
What do I mean by that? Ask most retailers how they are using Amazon Ads and they will tell you, well, I’m running a keyword campaign and I’m running an automated targeting campaign.
If you haven’t heard by now, Amazon see an incredible ad business in their platform, as they should. How could they not. Look at this traffic below:
As Amazon scales their Ad business, that means they are giving more and more retailers different tools and ways to advertise their products. Here are some other ways that you can now use Amazon PPC ads.
- Product Collection
- Video in Search
- Store Spotlight
- Product Targeting
Advertising Console Sponsored Display:
- Interest Targeting
- Audience Targeting
Here is the one I think you should spend some time on and what I’ll talk about here.
SPONSORED PRODUCTS WITH ASIN TARGETING
Does just what it says. Amazon allows you to target competing ASINs, ANY, even relevant ones or non relevant ones (even though through its algorithm your best bet is to stick with relevancy,) with your products.
How does this look?
I’ll give you an example. I’m on Amazon.com shopping for resistance bands to buy. In the middle of the page I’m served with this block:
Amazon is serving me with competing ASINs. This same block is positioned toward the footer of the page to also try and monetize that page.
MONETIZATION. Amazon is getting aggressive and incredibly good at using each part of their web page real estate to turn it into money, (yeah, if you don’t own Amazon stock, it’s still not too late.)
Looking to scale your sales and strategy with Amazon ads. This one is sure to pay dividends. Like any other campaign, give it time to optimize.