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Amazon Sponsored Product Ads Tips From the Expert

by Liz Fickenscher

As competition heats up in the eCommerce merchant space, it’s important to have some tools to help you differentiate your business and products. That’s where sponsored ads and campaign optimization come in. But how do you get started?

Wes Grudzien, founder of ezonomy and co-founder of Lullaby Lane, sat down with eComEngine to talk about advertising on Amazon.

(Note, Wes is now the founder and head of Marketplace Ninjas - check them out on our Partners Page!)

Webinar recap written by Becky Trowbridge.

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes

Using Sponsored Ads: How Well Do You Know Your Audience?

It’s no secret that many online shoppers—44%, according to a recent survey–begin their product search on the Amazon marketplace. In the same survey, 75% of consumers responded that the Amazon platform knew them best among online retailers.

Learning how to define and communicate with your target audience can increase your success on the Amazon marketplace, whether you’re a private label seller or a wholesaler.

We recently hosted a webinar about making the most of the Amazon Sponsored Ads program with eCommerce expert Wes Grudzien. Under his expertise, private-label brand Lullaby Lane went from 0 to more than $7 million in annual revenue in under three years.

In this post, we’ll share some of Grudzien’s insights and explore how you can use Amazon Sponsored Ads (and FeedbackFive) to build a better buying experience for your customers.

Know Your Audience

How can you stand out from top competitors? According to Wes Grudzien, the answer lies in taking the time to truly understand your audience. A variety of keyword and market research tools are available to help you gather (and make sense of) data related to your customers. The Amazon advertising model is centered on product discovery, so employing the right keywords can make your product sales soar.

Before creating your first Amazon Sponsored Ads campaign, it’s helpful to take a look at best practices. Use sales tools such as MarketScout to get an understanding of the market and your competition. Once you know what you’re up against, determine how you can set yourself apart in the eyes of your target audience. Then use that knowledge when writing your product description and other details for your item listing.

Modify Your Content

You may be tempted to take a breather and let the Amazon Sponsored Ads platform do the work for you once you’ve set up your initial campaign. Keep the momentum going by closely monitoring your ads to make sure they are performing well and attracting quality leads.

Continue to keep tabs on the data available through your market research and keyword tools. Tweak your ad wording, test changes to the item listing, and explore other ways to reach your target audience both organically and through paid advertising. Ideally, you want to spend as little cash as you can to reach the right people. That’s why it’s important to understand your customers and what they are looking for.

Originally published on August 25, 2016, updated August 12, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.

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