Amazon Marketing Services (AMS) is an essential tool for Amazon vendors looking to drive sales through advertising via product, keyword, and interest targeting. This new ad platform enables brands to market their products on Amazon and can improve brand discoverability and sales.
Because AMS is a relatively new service, many brands don’t understand the platform’s capabilities and recruit outside agencies to help with their Amazon ad campaigns. When it comes time to find a pay-per-click agency to manage your AMS campaigns, there are questions that need to be asked. More importantly, the agency should provide insightful answers that demonstrates confidence and experience.
It can be difficult identifying genuine experts in the industry. To help you make the best choice for your company’s PPC needs, we’ve compiled a three ‘must ask’ questions for potential agencies managing your AMS campaigns.
1) What types of ads does your Amazon Marketing Services agency run and why?
AMS provides several different tools to drive traffic to product detail pages and branded pages. The platform offers three types of ads – Sponsored Product Ads, Headline Search Ads, and Product Display Ads. To achieve a strong return, brands should leverage the different AMS campaign types to their full potential. It’s important to understand the strategy behind the different ad types and how to use each ad type to reach your company’s goals.
2) What’s your paid-search strategy with competitors?
Targeting brand competitors is a common practice in pay-per-click marketing; getting your ads in front of a competitor’s audience can generate sales and build brand awareness. Brands can also use this strategy on Amazon Marketing Services by running ads against a competitor’s product pages and related keywords. Strategizing against competitors is an effective way for brands to break into new markets, or reposition and regain lost market share.
3) Do you incorporate Amazon Marketing Services campaign data onto product detail pages?
A successful Amazon product page should have all the information a shopper needs to make a purchase decision. There are over hundreds of millions of products on Amazon and great content will go a long way towards helping your product stand out.
Amazon Marketing Services provides a great opportunity for brands to use keyword advertising campaigns to present products to shoppers searching on Amazon. Once campaigns are launched more traffic is driven to Amazon product pages. With an uptick in traffic, compelling and informative product content is one of the last thing a shopper seeing before making a purchasing decision. Does your agency see opportunities in using content and keyword data to optimize product detail pages?
Amazon’s focus on advertising has opened new opportunities that can generate a stellar ROI (return on investment), but the brands looking to get the most out of Amazon Marketing Services will need to think about what they want to achieve before starting their campaigns.
Not all pay-per-click agencies are the same, and some will be a better fit for your business than others. Take the time to find a good fit for your company. With the right campaign managers, you’ll develop a great partnership.