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Getting Amazon Advertising Right For The Holiday Season

Bryan Karas

September 5, 2018

We all know that Amazon has been beefing up their digital advertising platform to compete with Google and Facebook. In anticipation for the upcoming holiday season, Amazon released a new attribution update to entice more advertisers to the platform.

Attribution will help marketers compare their Amazon product pages versus their own sites to better measure ROI and campaign effectiveness – something Google already does…

They also released a new “sponsored” video ad unit in the Amazon Pantry – Kellogg’s Frosted Flakes was first to test this new ad format. The videos play automatically, use no sound and last for about 10 to 15 seconds.

Amazon’s mumbo jumbo

The Amazon search results are a competitive place – brands are doing whatever they can to rank organically. That means paying for prime spots on the Amazon homepage and search results page are the next step in Amazon’s evolution.

But right now Amazon’s ad platform is all over the place. The company uses acronyms like AMG, AMS, AAP and ACoS to define certain properties, networks and metrics – you can read up on what they mean here.

Simply put, AMS is for PPC and AAP is their DSP – get all that?

Just know that you can bid on keywords or set up display, retargeting and video ads on Amazon – and you should!

Something up the sleeve

Amazon advertising is still in its infancy but marketers have found a few tricks to optimize ROI.

On the PPC side, try testing two campaigns – one using automatic bidding and the other using manual bidding. In the automatic campaign, set up low bids but once you start getting some conversions, take those specific keywords and add them to your manual bidding campaign – it’s sort like keyword research…Amazon style.

Sponsored Product Ads are a great way to get into Amazon’s advertising game. For a complete list of tips and tricks to crush it using Sponsored Product Ads check out this blog post.

So…if you’re ready to jump on the platform right now, then Amazon is right here waiting to take your money.


How to Grow Amazon PPC Campaigns to 7-Figure Monthly Revenue

Does it sound too good to be true? To sweeten the deal, this happened all without needing Black Friday. Check out this case study to learn how to scale Amazon Sponsored Product Ads before the upcoming holiday season.


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About the Author

Bryan Karas

CEO

On a mission to save businesses $100M in wasted marketing spend by 2026. CEO at Playbook Media/ GrowTal, Angel Investor, Startup.

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