Amazon Advertising: Maximize Amazon Marketing Services Investments
How to advertise on Amazon like the pros to accelerate e-commerce sales
Successful e-commerce selling on Amazon depends on a well-executed Amazon Advertising strategy. Given the scale of e-commerce, it is no surprise that the Amazon Marketing Service, or Advertising Service, is one of the largest advertising platforms out there. It rivals Google AdWords in its scope and business impact for e-commerce for driving traffic to an Amazon product page.
What is Amazon Advertising? A Deep Dive Into Amazon Marketing Services
If you are not familiar with AMZ Advertising, the service provides advertising solutions for Sponsored Products, Sponsored Brands, Stores, display ads, and video ads. It also connects to advertisements within the Amazon DSP. This covers a gamut of Ad related activities like relevant keywords, search ads, product display ads, sponsored product ads, and many others.
Amazon Advertising Benefits
Any time you perform an Amazon search, you leverage their internal Search engine. Like Google search, Amazon search will deliver both organic results. In addition to organic results, Amazon pay per click (PPC) will target paid ads in search results as well as product pages.
Two of the more commonly used solutions are Amazon Sponsored Products and Amazon Sponsored Brands. Both of these are self-serve and cost-per-click (CPC) based. They are available to registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, app developers, and agencies.
Two of the more recognized aspects are keywords and sponsored brands;
- A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to search terms that customers use to search for products on Amazon.com and determine when your ads may appear.
- Sponsored Brands (formerly Headline Search Ads) are keyword-targeted ads that appear in search results. They allow brands to promote multiple products or titles with a custom headline and logo within the ad creative.
How are the leading sellers improving conversion rates & supercharging sales with advertising?
Optimizing paid ads improves the Amazon sales you can realize from your media investments. This is a critical foundation for a successful Amazon marketing strategy.
The pro sellers recognize data is the secret to unlocking e-commerce sales growth. Having data allows them to optimize ad spend, inform inventory management decisions, and target special offers, promotions, and other tactics for specific products. The pros are tapping into AMZ Advertising performance data to maximize sales performance and accelerate growth.
Unfortunately, most sellers defaulting to using the primary reporting interface is not going to help them accelerate their selling efforts. For example, they manually download a report from the AMZ advertising console, which can be slow and out of date minutes after you have clicked “open” in Excel.
Should You Optimize Your Amazon Marketing Services Sponsored Products and Sponsored Brands Investments?
- Are you on Amazon seller central and vendor central?
- Do you run Amazon PPC campaigns, sponsored products campaigns, target ACOS, or the buy box?
- Are you stuck using free amazon keyword tools to drive traffic to product listings or individual product landing pages? Do you know what keywords for your products are driving the most sales?
- Do you want to understand AMS revenue return on spend (ROAS) so you only pay for what is working?
- Are you struggling with creating business efficiencies between internal systems and Amazon Ads?
- Do you feel like you do not have a handle on your marketing services costs about ad revenue?
- Do you ask your team, “how do we improve our services and creative delivery” within your ad business?
- Do you want to fuel sales and BI efforts using Amazon marketing services data in tools like Tableau, Looker, Periscope Data, Mode Analytics, and Grow?
- Are you an AMZ advertising agency looking to get more clicks on your ads, optimize organic searches, and provide insight delivery to your clients?
- Do you want your AMZ Advertising data stored in your private data lakes or cloud warehouses like Azure Data Lake, AWS Redshift, AWS Redshift Spectrum, AWS Athena, and Google BigQuery?
If you answered yes, then you are on the right path to optimizing sales and profits.
What Is Advertising Performance Data?
So how do you tap into all this rich Advertising data? The Amazon Advertising API is key to unlocking performance insights. The API provides a broad collection of performance data that supports detailed reporting and measurement efforts.
For data-driven advertisers, the API will supply data that helps you measure the impact of advertising investments. With this data, you can plan with confidence, optimize spending, and measure marketing strategies. The API is a perfect solution for a seller central and vendor central team that;
- Want to calculate return on ad spend (ROAS)
- Uncover the advertising cost of sales (ACOS)
- Want access and ownership of their data to create a 360 view of their customer and marketing investments
- Looking to optimize AMZ Advertising investments while creating efficiencies with internal systems
- Who wants to connect business analytics with AMZ Advertising data quickly
What Types Of AMZN Advertising Data Is Available?
Amazon display advertising, as well as search ads, offer seven specific data feeds for performance data;
- Campaigns
- Ad Group
- Keyword
- Product Ads (Note: This is available for Sponsored Products only)
- ASINs (Note: This is available for Sponsored Products only.)
- Product Attribute Targeting
- Sponsored Brands
You will get access to all the data Amazon provides via its reporting API. This includes campaign and performance data for Amazon Sponsored Products and Amazon Sponsored Brands.
Our services handle all the coding, processing, loading, and programmatic access for campaign management and reporting.
Get started today with Amazon Advertisements data feeds
Openbridge has unlocked an authoritative source of Amazon Marketing Services advertising data for analytics and insights efforts.
Unify your data in industry-leading data destinations like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena. Use your favorite business intelligence, data visualization, SQL, or data science tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight?
No need to hire an Amazon Selling Partner developer or build your own integrations. By using a pre-built, fully-managed Amazon SP-API or Ads connector, sellers can increase selling efficiency, reduce labor requirements, and improve response time to customers.
Finally, your business intelligence software will get the fuel it needs by tapping into performance data critical to optimizing performance and accelerating sales growth. Add fuel to your Amazon marketing strategy by tapping into the Amazon Advertising Platform (AAP) data feeds today!
Get a 30-day free trial of our Amazon Advertising API and Amazon Selling Partner API seller software data integrations today!
Are you an Amazon Marketing Services consultant looking for a platform to support data analytics efforts?
Want to discuss how to leverage paid media data within your Amazon Marketing Services accounts? Need a platform and team of experts to kickstart your data and analytics efforts? We can help!
Getting traction by adopting new technologies, especially if it means your team is working in different and unfamiliar ways, can be a roadblock to success. This is especially true in a self-service-only world. If you want to discuss a proof-of-concept, pilot, project, or any other effort, the Openbridge platform and team of data experts are ready to help.
Reach out to us at hello@openbridge.com. Prefer to talk to someone about Amazon Marketing Services? Set up a call with our team of data experts.
Visit us at www.openbridge.com to learn how we are helping other companies with their data efforts.
