Getting Started with Amazon Sponsored Product Ads

Learn how to enhance your Amazon sales with Sponsored Product Ads. Here’s a quick guide on starting with Amazon's advertising feature, including tips on product selection, campaign creation, and targeting options. Maximize visibility and attract potential customers to your products on the eCommerce giant.

Isiah Kurz

January 1, 2024

Are you an Amazon seller seeking to enhance your sales? Lots of Amazon businesses are interested in enhancing visibility on the eCommerce giant and attracting potential customers to your products. If that's the case, you may want to consider giving Amazon Sponsored Product Ads a try.

An example of Sponsored Product Ads in Amazon from Cuddle Club.

Sponsored Product Ads—one of the three advertising types offered by the eCommerce platform—serve as a powerful tool for sellers, enhancing visibility and driving sales. However, newcomers to the platform may find the initial setup overwhelming. Rest assured, we are here to help provide guidance.

In this blog post, we will provide a quick guide to help you navigate the process of starting with Amazon Sponsored Product Ads.

Choose the Products You Want to Advertise on Amazon

The initial step is to choose the products you wish to promote carefully. Please keep in mind that these ads are exclusively available for products listed in Amazon's comprehensive catalog.

It is vital to ensure that the selected products possess a strong sales history and a high rating to maximize the likelihood of attracting potential buyers. You can select individual products or create a campaign for multiple products in bulk.

Create a New Campaign for Your Amazon Sponsored Product Ad

Once you select the products you want to advertise, navigate to the advertising tab in your seller account and click "Create Campaign."

Select “Sponsored Products” within the Amazon campaign types.

You'll then be presented with several types of campaigns: Product Targeting, Sponsored Brands, Sponsored Display, and Sponsored Products. Click on "Sponsored Products" to create a new campaign.

Define Your Amazon Sponsored Product Ad Targeting Options

The subsequent phase involves establishing your targeting options. You can target your ads using: keywords, specific products, or categories—or even by considering the interests of potential customers.

It is imperative to conduct comprehensive keyword research to identify pertinent keywords for targeting. This will facilitate the display of your ads to the appropriate customers at the opportune moment.

An example of using a keyword research tool for your Amazon Sponsored Product Ads.

To effectively reach your target customers when selling hiking boots, it is recommended to focus on keywords like "vegan hiking boots," "long-lasting hiking boots," or "lightweight brown hiking boots." Justify these assumptions by utilizing keyword tools or conducting competitor research.

To expand your customer base, consider targeting the "Sports & Outdoors" category in addition to your hiking boot offerings.

Furthermore, you can target specific customer interests such as "fitness enthusiasts" or "eco-conscious buyers" to cater to their specific desires and needs. By experimenting, tracking results, and refining your targeting strategies, you can achieve successful sales.

Establish Your Budget and Bids for Amazon Sponsored Product Ads

After finalizing your targeting options, the next step is to establish your budget and bids. Begin by selecting a daily budget for your campaign, which will serve as the maximum expenditure for your ad campaigns daily.

Additionally, you'll need to set a bid amount for each keyword or product you are targeting. Your bid determines how much you're willing to pay for each click on your ad.

A Junglytics data analytics table for Amazon sellers showing ad spend, ad conversion rate, and ad click-through rate. Notice how the table shows important advertising metrics grouped by product line and color variants.

There are various strategies. For instance, aggressively advertising initially to climb higher in rankings. This approach brings attention, traction, and conversions faster. More sales mean more review opportunities, which improve your standing. Once enough traction is gained, sellers can reduce ad spend.

Explore how your ad spend relates to your units sold to determine if your investments are working.

Alternatively, some sellers start small with sponsored product advertising to ensure their product images and listings convert customers. Once they see success, they're more willing to increase investments. However, excessive caution can hinder progress, but it's a smart strategy for sellers with tighter budgets.

Experiment with your Amazon Sponsored Product advertising efforts to see what works.

Monitor Your Performance on Amazon Sponsored Product Ads

Once you've completed all of the above steps, it's time to launch your campaign. Keep an eye on your campaign's performance to determine if any changes are needed. You can adjust your bid amounts and targeting options to improve your overall performance.

Experienced Amazon sellers sometimes want to go beyond Amazon Seller Central to explore more robust advertising opportunities. Junglytics, an Amazon analytics tool, offers sellers the unparalleled ability to customize their data dashboards to go deeper than ever before.

For instance, Junglytics users can analyze the click-through rates and conversions of different product variations. This enables them to optimize advertising budgets by focusing on the most effective strategies.

Ad impressions by color variant.

Moreover, with over 40 metrics, customizable dashboards, and powerful filters, Amazon sellers have ample opportunities to enhance their business and boost profitability.

Customizable data analytics puts Amazon sellers in control of what they see.

Time to Get Started With Your Sponsored Product Ads

By following these simple steps, you can create an effective Amazon Sponsored Product ad campaign to improve your visibility and help drive sales. Remember to select the right products to advertise, conduct thorough keyword research, set a reasonable budget, and monitor your performance metrics. By implementing these tips, you can make the most of your ad spend and grow your business on Amazon.

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