Advertising on Amazon requires you to balance both offensive and defensive tactics. The overall goal is to appear alongside competitors and drive exposure, while also protecting your own brand and product pages.
It’s also important to understand the difference between automatic and manual campaigns, and how to use them in tandem. With automatic campaigns, Amazon automatically matches your products to queries, based on product title, description and features.
By contrast, with manual campaigns, you can select the keywords that you’d like to bid on. Once you understand which products or keywords perform well in the automatic campaign, you can apply those learnings to the manual campaign.
With that backdrop in mind, here are five of the most important steps to consider to make your Amazon ads stand out.
Target competitor trademarks and brand names wisely.
When running manual campaigns, you can build out and target brand keywords to show up on the search results page instead of your competitor. For instance, Dial could bid on terms related to Dove (“Dove body wash,” “Dove lotion”) to show Dial products alongside Dove products when consumers are making a purchase decision.
If you are bidding on competitor terms and finding success, be aware there are no restrictions or quality score implications for using this tactic, and it can be an offensive measure to capture sales.