The purpose of this lesson is to show you how to tap into Amazon’s internal advertising program. This program is for Amazon sellers only and is not only the easiest way to get started advertising, but it also can provide some great results very quickly.
To take advantage of this program, go to your Seller Central account and select “Campaign Manager” from the ‘Advertising’ drop-down menu.
What this program does is it allows you to advertise products that you’re selling on Amazon, so that you actually get clicks you pay for from within Amazon that go to your products.
If you do an Amazon search for “Olive Oil Sprayer”, at the top you’ll see the regular search result listings, but, if you scroll to the bottom of the page, you’ll see the Sponsored Products on Amazon section.
If you refresh the page you’ll probably see 2 different products. This is what you’re able to do with the Amazon sponsored ads. If you click on one of those ads, it’ll probably cost that person a dollar or so and it will take you to that person’s regular selling page.
To set up your own campaign, perform the following steps:
1. Go to “Campaign Manager’ and click “Create Campaign”
You want to set your daily budget to whatever you are comfortable with. I don’t want to say you’re guaranteed to make money, but this program is extremely profitable right now. Depending on your product, you may not get a whole lot of volume, so start with something low, like $15, and let it run. If successful, you can always ramp it up later.
What you choose isn’t all that important, so you can call it whatever you want.
This is the cost per click that you are willing to pay for when someone clicks on an ad from this group. I recommend looking at Amazon’s average winning clicks (by clicking on the “What should I bid?” link), and then bidding a little more than what they are suggesting in order to ensure you start getting clicks on your ads. If you’re not getting enough traffic then you can start bidding up. If you feel like you’re paying too much, then you can bid down.
Below the field for adding products, you will see a ‘Keywords’ field. It will already show recommended keywords based on your product name. If you are familiar with Google Adwords, don’t worry about using matched types or any of that kind of stuff, just use relevant keywords.
One important thing to note is when you start advertising on different keywords and your products start getting clicks, you’ll notice in the stats that your product received clicks and you will be paying for those clicks, but the actual sales data on that product can take several days to show up. So, the best way to validate that your campaign is working is to do it for 4 – 7 days, pause the campaign for 4 – 5 days to let that campaign data come in, and then see what the results are. From there you can decide whether to expand your campaign by bidding higher on your best keywords and bidding lower or removing your underperforming keywords.
Remember, the campaign is meant to be profitable, so be sure to select and test values to determine which ones lead to profitability. Part of this process should also include adjusting your keywords to find those that work best. Run the tests, analyze the results, and use the best options to ensure you have a profitable campaign.