In part 2 of our series on how to battle the slow season and incrementally increase purchases, we dive into Amazon Marketing Services (AMS).
For those unfamiliar with AMS, it is (to put things mildly) a fast-growing ecommerce channel. If you are an ecommerce business and you are not on Amazon, chances are you are missing out on some solid incremental revenue. Whatever your reservations about selling on Amazon, it’s worth getting into – especially as you battle through the slow season. This article should serve as a handy primer for testing the water, and will cover features and limitations that may surprise you if you’re used to working mostly within AdWords.
AMS ad types
AMS offers three ad types: sponsored products, headline search ads, and product display ads:
- Sponsored products are auction based ads that appear in search listings
- Headline search ads appear at the very top of the page, taking a large amount of real estate
- Product display ads appear on product detail pages
When you’re launching on AMS and testing for performance, my recommendation would be to start with sponsored products. This ad type has the most inventory available, giving your campaign the greatest reach. Additionally, multiple products can appear for one query, which allows you to dominate the results page, and it has an extremely native look and feel.
Cross-channel insights and other best practices
When working on your initial campaign, do your homework before you launch. Leverage cross-channel insights to identify your best performers; think about what keywords work the best in paid search and use those.
You should also think carefully about the products you want to choose to test. They