How to Manage Global Amazon Ad Campaigns

Entering a new Amazon market is always a challenge, even for brands with vast customer bases in their domestic markets.

A carefully planned international advertising campaign can make this task a little less daunting by raising brand awareness, maximizing your returns on every dollar you spend on advertising, and ultimately driving customers to your store.

Still, mastering Amazon’s advertising tools is easier said than done, which is why so many marketers run campaigns that fail to reach their targets.

Managing global Amazon ad campaigns requires a high level of familiarity with international markets and a strong ad optimization strategy that is fully adjusted to a specific market. Let’s dive deeper and see what managing global ad campaigns with Amazon Advertising entails.

The Importance of Amazon Advertising for Cross-Border Sellers

The latest statistics show that there are millions of sellers on Amazon, so to say that the competition you’ll face in any of Amazon’s markets is fierce would be an understatement.

This is particularly true when launching a store in a new country because you’ll be competing with brands that are already well-established in the market you’re trying to penetrate.

That’s why leveraging the power of Amazon’s advertising tools is more important than ever. These tools allow sellers to reach customers and build brand recognition faster while keeping costs at a minimum.

Most importantly, Amazon’s advertising console enables sellers to launch and manage their global ad campaigns from the same place, eliminating the need to jump between tabs.

You can access the console from the Seller Central hub and use its powerful localization features to overcome language barriers easily. Besides quickly switching between languages, the console also gives advertisers the option to convert the prices of their products into the local market’s currency.

Sellers who are already using Sponsored Products campaigns can copy them to one or more markets and save time on creating a new campaign for each new country. This feature is currently available for the following countries:

• United States
• France
• Germany
• Mexico
• Spain
• Italy
• United Kingdom
• Canada

The multi-marketplace campaign creation option allows sellers to transfer ad groups, placements, targeting, and other settings from one campaign to another. Moreover, it only copies the products a brand has made available for each country included in the campaign.

The platform’s localization tools assist sellers with ad optimization for international markets, ensuring higher customer engagement and relevance while decreasing ad spend and maximizing ROI.

4 Things to Consider When Optimizing Amazon Ads for Global Markets

You must dedicate considerable time to planning your campaign strategy, whether you decide to run Sponsored Products, Sponsored Display Ads, Sponsored Brands, or some other type of Amazon Ad campaign on international markets.

Brand Awareness Strategy

One key thing to consider before launching a global ad campaign is your approach to building brand awareness. Having a clearly defined brand awareness strategy and knowing what you want to achieve makes choosing the suitable ad format for an international campaign easier.

So, if brand promotion on a new market is your top priority, then Sponsored Brands is the right choice for a global ad campaign. On the other hand, if you want to introduce your company’s products to customers in a new country, opting for a Sponsored Products campaign is your best option.

Ad Localization Approach

Amazon’s ad localization services have been available to international sellers for a couple of years. Hence, brands interested in launching a global ad campaign can easily translate headlines they want to use in their Sponsored Product, Sponsored Brand, or Sponsored Display Ads campaign.

Amazon also offers video translation services, so you can get a video with embedded subtitles in the language you selected within ten calendar days. However, this feature is currently only available to sellers, brand owners, and vendors in Europe and North America.

In addition to ensuring their content is accurately translated, Amazon sellers must also pay attention to cultural differences when optimizing copy for their international ad campaigns to increase their chances of attracting customers in a new market.

Keyword Research

The success of a multi-country advertising campaign largely depends on keywords. Amazon’s keyword localization tool is built into the international campaign manager, so all you need to do is enter keywords in your native tongue, and the tool will generate a list of keywords in different languages that best match the shopping terms you entered.

It’s important to remember that the feature doesn’t support all combinations of countries and languages, so you must check which options you can access. Outsourcing SEO and ad optimization is an alternative solution for brands that don’t want to rely solely on Amazon’s keyword localization tool.

Understanding a Market’s Cultural Nuances

Each Amazon market is a unique ecosystem, so there is no guarantee that the strategy you used in your domestic market will yield the same results in a different country.

Instead of launching a global ad campaign that spans dozens of countries, you should first consider running a campaign in one or two markets similar to your domestic market and measuring the results. You can use this data to tweak your approach if necessary and then slowly expand your international advertising efforts to new countries.

Doing so will give you the time to understand the shopping patterns on different Amazon marketplaces, allow you to find the keywords that target the audiences you want to reach, and improve your brand’s visibility by capitalizing on the major local shopping events.

unBoxed AMC Updates

Amazon announced several new features for Amazon Ads during the unBoxed 2024 event. Marketers with Amazon Marketing Cloud (AMC) access can now:

• Create custom audience segments
• Modify bids for different audience groups
• Integrate Sponsored Ads into Sponsored Brands and Sponsored Products campaigns
• Keep track of bid spending

These features can be extremely valuable for international sellers because they allow them to run laser-sharp campaigns targeting specific audience segments. However, accessing these options from Seller Central isn’t possible at the moment, and Amazon has not released any information about when these options will become available in Seller Central’s Advertising tab.

Use Amazon Advertising to Gain International Brand Recognition

Competing on Amazon’s international markets is a remarkable growth opportunity for your brand. The best part is that the platform puts all the advertising tools you’ll need to run successful global campaigns at your fingertips.

Still, before you launch your first international campaign, you must consider a wide range of factors, including your brand awareness and content localization approach.

Webinterpret can help you navigate the world of global advertising on Amazon if this task feels overwhelming and you don’t know where to start. Get in touch to find out how Webinterpret can assist you with running successful advertising campaigns that reach thousands of shoppers across the globe.