Running your first campaign on Amazon

SEPTEMBER 28, 2016

Guidelines for a healthy ad campaign

As we soak in the last days of summer outside, holiday planning is in full swing inside agencies and marketing departments around the globe. As you discuss your holiday strategy, give your brand a check-up by asking some basic questions related to product health on Amazon. Checking off these guidelines may not only impact your ad campaign’s performance, but help determine which products would be the best to feature in your ad creative.

  • Are my products in stock?
    It may sound simple, but if you’re a vendor or seller, making sure you’ve planned appropriately to have adequate inventory available for any product you’re promoting in your campaign, is essential. We want to make sure Amazon customers have a positive experience when they land on your detail pages, and that the products advertised are available for purchase.
  • Do I have enough customer reviews?
    If you are launching a new product, consider discussing the Vine program with your vendor manager. Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. The more content you have available for customers to review, the better the experience a shopper will have when they land on your page.
  • How high are my star ratings
    We recommend the promoted products in your campaign have at least an average of 3.5 stars, but in a perfect world, you want to be in the 4 or 5 star range when driving new customers to your detail pages from an ad. This might be a customer’s first impression of your brand, and we want it to be great!
  • What is your search rank on (and off) Amazon?
    When considering which products to promote, consider choosing a product that is easily discoverable both on and off Visibility on the first or second page of search results is ideal.

One last thing – as a vendor or seller, Amazon empowers you to be your own content and brand store strategist. Before your campaign goes live, consider adding more detailed product descriptions, images, and even video to your pages so customers browsing and researching can see the best your products have to offer. Talk to your vendor manager, or research how to create a detail page.

If you’ve checked all the guidelines above, then let us know if you’d like to develop a display campaign. We can’t wait to hear from you!