Are You Making the Most of Amazon Sponsored Products?

May 12, 2017

Marketplaces Bradley Hearn By Bradley Hearn

It’s no secret that Amazon is the place to be.

Over half of US consumers begin their product searches on the retail giant. And millions of sellers continue to flock there — both as third-party (3P) retailers and first-party (1P) wholesalers.

Consequently, the number of products for sale has skyrocketed into the billions, and sometimes it can be hard to for your products to stand out.   

But savvy sellers have caught on. Leveraging Amazon Sponsored Products, the pay-per-click (PPC), keyword-based ad program, has become an essential strategy for many retailers and brands to give their products a boost in visibility and more time in front of overstimulated shoppers.  

Don’t believe us? Just go take a look at any Amazon results page after a broad product search. Go ahead. We’ll wait…

Amazon Sponsored Products on a search results page

Did you notice how much of the screen was taken up by Sponsored ads? Sometimes it’s really difficult to even find the first organic listing.

Sponsored Products can appear in any number of places, based on both ad relevance and bid amount. If your bid is competitive, you may find your ads:

  • Below the organic search results
  • Along the right rail
  • On the product detail page
  • At the top of search results
  • On mobile device (or mobile app) pages

This proliferation of promoted products across Amazon has become the norm, and it’s not likely to reverse itself.

Long story, short: If you want to be seen on Amazon, you’ll need to advertise.

How are you using Sponsored Products?

So what are the best uses for Sponsored Products? Like any form of advertising, blindly throwing large sums of money at a program isn’t the wisest decision. You must be strategic.

Whether you’re selling products 1P through Amazon and need some additional promotion for your products, or you’re trying to promote the products you have listed on the 3P marketplace, there are countless uses for Sponsored Products, including:

1. New brands and product lines

Get these new products in front of buyers and build your sales history. Hopefully, these listings will work their way up into the natural search results in time.

2. Increasing pageviews

Boost visibility for older products with lower pageviews.

3. Unique selection

You may have products that are wholly unique to you, and you may need some help getting them in front of buyers who aren’t looking for them specifically by name.

4. Seasonal/Clearance promotions

There isn’t much of a point in running a promotion if shoppers don’t ever hear about it. Whether it’s “Back to School” or “Everything Must Go,” it’s in your best interest to promote your deals.

This list can go on and on. The point is: There isn’t one correct way to leverage Sponsored Products. How you deploy your promotions is specific to the needs of your business.

Are you maximizing your (and your team’s) time?

As you see increased success with Sponsored Products, you’ll likely want to increase the number of ads you have running. But don’t get overwhelmed by the increasing amount of manual tasks. Automate them.

ChannelAdvisor sellers now have two platform tools that allow you to save both time and money when managing Sponsored Products.

Our Automatic Ad Management feature will manage the ads included in an ad group based on filter criteria set by sellers. This automation saves you time and effort by creating and pausing ads for you.

As products meet your defined criteria, they will automatically be added to the ad group or un-paused, while ads for products that no longer meet the criteria will be paused.

Are you maximizing your budget?

Too often, sellers keep spending money on ads (and keywords) that aren’t converting. Sometimes because they aren’t paying attention.  

To help control this kind of runaway spending, we developed a new Advertising Cost of Sales (ACoS) Goal feature that stops spending on items that aren’t converting by calculating a maximum number of clicks per keyword allowed for a product without an attributed order.

The costly keyword is paused automatically, based on the budget you set.

Want to learn more about Amazon Sponsored Products?

For more on Sponsored Products, check out our latest eBook, Everything You Always Wanted to Know About Amazon Sponsored Products (But Were Afraid to Ask). We’ll walk you through the ins and outs of this essential Amazon program and answer many of the common questions we hear from sellers like you.

Or, if you want to walk through it over the phone, request a quick demo and one of our e-commerce consultants will be happy to set up a call to learn more about you and your business needs.