Tag Archives: Amazon Headline Search Ads

FUNDAMENTAL GUIDELINES FOR AMAZON HSA

HSA is one example out of the many types of ads that you can run on Amazon in order to boost up your sales. With highlights on your brand, HSA provides other value added benefits such as brand visibility and customer trust.

Headline search ads, abbreviated as HAS, play a vital role in building your brand on Amazon. Have you ever pondered over the Search results page on Amazon and found banner ads specific to a brand featuring products in the same category? Chances are that you have already clicked on it but not heeded on its details. So, let’s look at an example of HSA for better clarity. Below is a portion of the search results page for the search term “microwave oven”.

The section that has been encircled in red is a headline search ad. These types of ads may appear on the top of search results, on the bottom of search results or on the left hand side of the search results.

HSA are used to create brand awareness among Amazon shoppers. Each HSA features only a selected category of products. This process of advertising on Amazon is an easy method to drive repeated purchases from your online store as it maximized visibility and gives a plpatform to shoppers to develop a trust in your brand.

We shall dive in to the essentials of HSA by going through each component:

1.Landing page or Products Listing page:

This is the page to which shoppers are directed to once they click (anywhere except the products displayed) on the HSA. It contains all products in a single category. The first step to HSA campaigns is to create the products listing page. Once you login into seller central, you should access campaign manager and click on headline search ads followed by create campaign. At this point, you may select all your products from a selected category to display on the landing page.

2. Display banner:

The banner is exactly the HSA (shown in the figure above) which is displayed upon triggering of ads through search terms. After creating the landing page, the next step of campaign creation is to create the banner. You have to enter your brand name and a headline. Enter the image of your logo or a specific product to be displayed on the banner. Next you can add three products which will be shown on the banner. Here is a labeled image of a HSA banner creative to help you identify each component.

3. Keyword bid

Once you have added all the components of the banner creative, you have to set a default keyword bid. There are two options for this step – automated bidding or manual bidding. In the manual bidding options, you may select the percentage offset from the default bid for displaying your ads in all other placements other than top of the search results page.

4. Keyword:

The next step will be adding the keywords. You may choose the suggested keywords or add your own keywords manually for all match types (broad, phrase and exact). Amazon suggests that you add at least 50 – 100 keywords.

5. Campaign details:

Finally, you will be required to add the campaign details such as name, duration and budget. After this, your campaign will be reviewed. The review process happens within 72 hours.

A low sales volume on Amazon can be frustrating scenario for online sellers. Together with many other methods, HSA campaigns can be used in collaboration with sponsored product ads to give exceptional results for your products. Embedding your sponsored ads with new product targeting gives added benefit to your campaign as a whole. It assists in maximizing visibility of your brand to the widest range of relevant customers. Once customers are satisfied with products from your brand, it is highly likely that you will receive repeated purchases and/or referred purchases. Simple steps mentioned above can help you to set up a HAS campaign to give a significant boost to your sales.

Please follow and like us:

How One Can Make Use of Amazon’s Marketing to Their Advantage

Grow your business on Amazon

Amazon is simply the biggest and the best e-tailer marketplace over the internet. What’s more, it shifts the burden and responsibility of bringing in the traffic (who are serious buyers) to your product listings. It also boasts of the highest conversion rate compared to other e-commerce sites, says about 15%. This happens since most of the traffic comes with the mindset of buying and the intent is clear since they start looking for the product they want or need immediately instead of simply browsing through the pages (this constitutes about 10% of the total traffic on Amazon).

For the purpose of driving the traffic to your page, you also need to optimize and take advantage of the various marketing tools especially launched by Amazon, both for the benefit of the buyers and the sellers.

Here are a few tips on how you can optimize on the strategies that will help in higher conversions.

  • The Title is what attracts the buyer

Think from the viewpoint of the buyers and you will see that the title is the most important element on your product detail page which is the first thing that will catch the buyers’ attention and pike their interest to come and view your product. Having a catchy title is a must but optimizing on the title by inserting a couple of keywords is what will do the trick.

This will help in better ranking for your product when the search is made. Keep in mind that your title should contain the
– brand name
– special features and characteristics
– product’s name

The main intent of creating a title should be to educate the buyers about your product before they visit the products’ page. In order to get the best possible title, sellers can make use of various tools like the Simple Keyword Inspector, Merchant Words, and Google Keyword Planner. Also, Amazon will recommend the best-suited title for you.

  • Images say it all

Catchy and attractive images will attract the buyers to view your products and also create an interest in their minds regarding visiting your product listing page. Images and pictures that have an emotional quotient work better than anything else. Thus, use HD images for your product listing page.

However, there are certain rules regarding image usage that sellers on Amazon have to follow. Amazon allows only images of the products clicked with a white background since they believe that the images with white background work better than any other images. Also, the image cannot have pictures of accessories that are not accompanied with the product as they can be misleading and misinterpreted.

Invest time, effort and money in getting the best shots of your products, from various angles, special features and product in action in order to attract more buyers.

  • Sponsored Products ads

Amazon offers its sellers some of the most amazing marketing tools that they can avail and optimize in order to increase the traffic to their page and also, subsequently increase the sales. The Sponsored Products ads are the PPC version initiated by Amazon that is product based instead of merchant-based.

The program is created to benefit the sellers where they get to choose the product they want to display, throw in the keywords, have an attractive title and pay the cost only when a visitor clicks on the ad link. The product appears when the buyer keys in the keywords during the search. The buyers are directed to the listing page upon their clicking on the product link.

  • Amazon advertising help

Amazon has rolled out a few marketing strategies that help vendors in attracting more visitors and increasing their sales volumes like the Display ads, Video ads, Sponsored Products ads, Buy Box and more. Their expertise in the e-commerce field gives them an edge over their competitors and gives them in-depth knowledge of how to lure the customers and keep them engaged and have a higher conversion rate and Amazon comes forth to help the sellers and vendors in gaining traffic and business.

Please follow and like us:

How to drive sales through Amazon advertising

According to a report in the BloomReach’s State of Amazon, customers tend to search on Amazon twice as frequently as on Google. In the coming years, this number can only be expected to rise. Eventually, every customer will start their search on Amazon.

Amazon is not only a place for people to shop but is also a window for them to see and discover new brands, to find content that is original. As per reports, more than 50% of Amazon customers use Amazon in order to look for new products or brands. The product with the most reviews gains the attention of the most customers on Amazon. The reason for this being that when we need to make a decision, our brain falls back on certain factors like reliability, public opinion and word of mouth. We ask people what they think and rely on them. Social proof is what helps us in making successful online purchases.

amazon festival SALES

Because of this, Amazon Advertising is a great resource for businesses to reach thousands of customers and spread brand awareness. But buyers aren’t the only ones who are getting these benefits. Sellers are taking advantage of Amazon too.

The main question that lingers in our minds is, how does Amazon Advertising help drive brand discoverability?

According to a recent study conducted by a premium agency, on close to 4 out of 5 shopping occasions customers purchased mostly from the top 9 brands. Therefore it becomes vitally important for a brand to be listed in the most prominent ranking on Amazon.com to give your brand the much-needed uplift.

Amazon Advertising provides display ads, which is useful for testing ad creative’s and colorful clothing imagery. There are product detail pages which include information, customer reviews, and videos which help promote product or brand education.

For example, Airheads is a brand that collaborated with Amazon in order to promote the launch of their new product, Airheads gum. The product was put on display along with videos on third-party sites and Fire TV. This kind of advertising resulted in a 120% rise in awareness among new customers regarding the product.

Still, don’t know what to do? 

Using Amazon Advertising’s sponsored ads and display ads, a leading clothesline brand got to do test variations of ad creative to learn that bright and colorful clothing imagery performed best. There was a major rise in branded keyword searches during their campaigns, which helped boost their brand’s accessibility and boosted its present sales on Amazon.

But how does Amazon increase sales through advertising?

Those who want to gain more attraction on their products, pay for certain positions by bidding on specific keywords. This increases the ranking of their product and leads to higher visibility. Whenever a shopper clicks on the ad, the advertiser will be charged.

Then, there is the method of campaigning. You put your main product categories and then add more specific ad groups. Make a list of several relevant keywords for each ad group and write ad copy related to the keywords. This process keeps your ads relevant and also prevents you from wasting money.

When you are finding relevant keywords for campaign benefits, look at your competition for inspiration. If you want to find out who they are, do a search for your products on Amazon and discover which brands are on the topmost section, dominating the search results.

Your ad copy should be precise with what it sells. You should also add some humor and creativity while writing it, so as to make it more attractive and appropriate. This helps you stand out in front of people and really sin better solutions on Amazon search page.

Most people spend a lot of their time on Amazon. So, if you want to boost your company’s advertising, you should saw Amazon’s advertising tools to improve your Amazon ads and increase sales.

Please follow and like us:

Why are customers not leaving reviews on Amazon?

Getting reviews on Amazon is a very hectic thing to do. You do so much work, from creating your own business online and the customers rarely ever leave any reviews. It’s an unfortunate event. You must wonder why this happens. Here are three reasons why –

  • They Forget

Customers can be very forgetful, and it is not on purpose. It is not an excuse and it does not mean that your customer didn’t like your product. They genuinely forgot to leave a good review. Now if you put yourself into the customer’s shoes – you buy a new product and absolutely love it! Is the first thing that will pop into your head being to give it a good review? You might want your family and friends about it, but that’s it.

The best way to generate reviews is by sending them emails and contacting the customers to gain reviews. This will remind them to put in a good word after their fabulous experience. The customers won’t feel bad, in fact, they will be happy to hear from you as long as your emails are meaningful and you don’t spam.

Review Mail for Amazon Products

If someone has a bad experience with your product, the first thing they will do is to review it on your listing page. This can be very bad for your sales. So this is where your emails help. The customers can review them personally and get their problems solved and it helps in avoiding negative feedback.

If you are active on all your social media profiles, which can also ensure that your customers don’t forget to reply. There are high chances that your customer will see your post and remember that he needs to give a review.

  • They don’t know how to review

Some people who use the internet and Amazon on a daily basis, it is very difficult to process the fact that some people cannot use the internet as properly as we do. This means that some people who purchase your product do not have the knowledge of how to leave a response and where to, even if they really want to. So, it is always better to make things as easy as possible.

Direct link for amazon product review

Since it is your website, your product and your review, you need to make sure that everything is easily accessible. So, when you send an email to people and tell them to leave a review, add a direct link to where they can leave the feedback. This becomes easier and wastes no time. And, that way you can let the customers remain at ease as compared to when you make them find the place to review your product and not be able to find it, hence dropping the entire decision altogether. It’s better to remain on the safer side.

Social media can play a big role in generating good responses. Many people use social media and if you remain active there, it can be of great help to your business and lead to good reviews on Amazon.

  • They don’t have time 

This is one of the biggest problems that affect everyone. In such a speedy generation, people barely have time for themselves, forget having time to click on a website and give a review. And if someone buys something online, it is obvious that they don’t have the time to go to shops and purchase the product themselves.

 

Time saving amazon product review

What you can do is set up an email campaign which it is straight to the point and simple. Don’t add huge amounts of texts as it bores users. They see large sentences and think, “nope, gotta put the phone down.” This is not a good response. Use a punch line which reassures your customer that it won’t be time-consuming to leave a response.  That way, they know that it won’t take more than two minutes to leave a good feedback on your product.

Conclusion

These were the three main reasons why people don’t send their reviews and responses to your products. But, if you follow this procedure, it will become easier to get reviews and hence, it will also help you in increasing the sales of your products.

For any further information on Amazon Marketing Services, please contact us on info@bmconsulting.in. You may also visit our website www.bmconsulting.in to get further insights.

Please follow and like us:

Amazon Marketing Strategy 2018 – The Ultimate overview

Amazon is expanding day by day and all the manufacturers and sellers are willing to sell their product on it. Amazon helps sellers in building marketing strategies and selling their products. The various ways in which Amazon is doing marketing are as follows:

Amazon search engine optimization

Amazon uses proper keywords which helps the customers indirectly themselves to what they want and in return benefiting the company.

Amazon Suggested Keywords

Advertising by Amazon

Amazon does advertisement, marketing, and promotions in different ways as per the requirement of the client company. It is a paid service.

External marketing tactics

Amazon conducts external marketing from different sources which are paid as well as non-paid.

There are many points which Amazon kept in mind while formulating strategies:

Role of Search Engine Optimization for Amazon listing

The keyword is important for the product as it is required when a customer searches for something. At that time the searched word should be the keyword then only it will direct the customer to the product. So keyword optimization is very important.

Title of the product

The top 5-6 selected keyword should be used for the product title as it is the most searched thing.

Backend keywords

Backend keywords should not be used more than 249 bytes else Amazon will not index these keywords as it will exceed the maximum limit. This is to be added to the search terms.

Title and Description for Amazon Products

Description of the product

The keywords used here should be precise for the understanding of the customers. Usage of too many words can confuse the customers. The information on the product should be clearly mentioned here.

Different types of keywords

There are different keywords defined for the target audience. Amazon has a filter option for that. As for example: Men/ Women/ Kids. This makes the customer’s work easy.

Ratings, Reviews, and Q&A

Word of mouth is the best marketing strategy. When a customer reads the review of another product for a specific product that he is willing to purchase then it will enhance thus purchase.  Question and Answers help the customer in solving then queries which may be unsolved while going through the product description. This helps in increasing the ranking of the product.

Pricing strategy

Price is the most important factor in ranking and sales. The company’s price should be as per the competitor’s price. The perfect price is that which is experimented and applied.

Delivery method

The delivery mode helps in increasing the ranking as the users of Amazon Prime prefers to buy from Amazon they don’t have to pay any shipping charge. Higher ranking and increase in sales are possible with Fulfilment by Amazon (FBA).

Advertisements:

There are different types of ads appearing with the help of Amazon Marketing Services (AMS). AMS charges are applied per click i.e. pay per click or cost per click. AMS identifies the target audience very precisely so as to make the marketing effective. There are three different types of formats made available by AMS:

Sponsored products

Sellers can bid on the ranking of an ad in the search bar in Amazon’s Sponsored Products. The ads can be set to appear on the search for a specific keyword.

Headline Search Ads

These are banners that can be displayed on various different places on Amazon search results page. These can be linked with a certain landing page also.

Product display ads

It appears on the product’s page below the buy box. This is done on target marketing basis.

The external marketing strategy of Amazon

Pay per click

This is an easy way to place external links to the product on Amazon.

E-mails/ Newsletters

The sellers provide the information about their products to the customers regularly through e-mail and newsletters. By this, the sales will increase and the customer can easily purchase the product from Amazon.

Coupons

Amazon has coupons that will directly benefit the customers and these can be purchased from coupons.com, frugaa.com, and retailmenot.com.

Social media

Social network helps in growing the brand awareness, increase customer loyalty through its programs, and strengthen the awareness about the products on Amazon.

Content Targeting

The best way to increase awareness is by providing the best content on various blogs, YouTube, Instagram, and various others sites.

Please follow and like us: