Retargeting Ads on Amazon: Your Complete Guide
Have you ever wondered what those ads that seem to follow you everywhere online are? Yep, those are retargeting ads, and they're actually pretty smart. See, they're designed to get your attention and draw you back to a website or product you've shown interest in before. Sneaky, right? Well on Amazon it's no different. If you've been eyeing or even buying certain products, you may start seeing ads for related stuff around the web. Amazon wants to keep you engaged and buying - it's just good business. But how exactly does Amazon retargeting work? And how can you make it work for you as a seller? We'll break all of that down for you in this complete guide. Get ready to become a retargeting pro and take your Amazon game to the next level!
What Are Amazon Retargeting Ads?
Amazon retargeting ads follow visitors after they leave your website and show them your products on Amazon. They help re-engage people who visited your site but didn’t convert into customers.
Once someone visits your website, a tracking code installs an anonymous browser cookie to identify that visitor. Then, if that person visits Amazon, your retargeting ads will display, reminding them of your brand and products. The ads link directly to your product listings so the customer can easily purchase.
Retargeting works because people rarely buy something the first time they see it. On average, a shopper has to see a product multiple times before they’re ready to make a purchase. Retargeting makes sure your brand and products stay visible to visitors even after they’ve left your website.
Some benefits of Amazon retargeting ads:
Higher conversion rates. Retargeting ads have 2-5 times higher conversion rates than regular display ads because you’re reaching people already familiar with your brand.
Increased brand awareness. The more people see your ads, the more familiar your brand becomes. This can translate into more organic sales over time.
Maximized ad spend. You can specifically target people who visited your website recently, so your ads are shown to those most likely to convert. This means higher ROI from your ad budget.
Cross-device targeting. Retargeting tracks people across devices so you can show ads to someone who visited your site on their phone and is now shopping on their laptop.
Product recommendations. You can include product recommendations in your retargeting ads to show shoppers complementary or higher-margin products they might be interested in.
To summarize, Amazon retargeting ads are a highly effective way to stay in front of people who have shown interest in your brand, keep your products top of mind, and turn more website visitors into customers. Used properly, retargeting can give your sales and brand awareness a big boost.
How Do Amazon Retargeting Ads Work?
Amazon retargeting ads allow you to show ads to people who have already visited your product pages or added items to their cart but left without purchasing. Basically, retargeting helps you stay in front of potential customers and gives them another chance to buy from you.
Tracking Customers
When shoppers visit your product pages or add items to their cart, Amazon places a tracking cookie on their browser. This allows Amazon to identify those customers later on. Retargeting uses that information to display your ads to those specific individuals across Amazon's network.
Creating Retargeting Campaigns
To run retargeting ads, you'll first need to create a sponsored products campaign in Amazon Seller Central. When setting up the campaign, choose "retargeting" as the ad type. You'll then select which shoppers you want to target, like people who viewed a specific product or added something to their cart.
Bidding and Budgeting
You bid on retargeting ads just like regular sponsored product ads. The higher your bid, the more prominently your ads will display. You should set a daily budget for your retargeting campaigns to control costs. Start with a modest budget, see how it performs, then adjust as needed.
Ad Placements
Amazon retargeting ads appear in strategic places where shoppers are most likely to notice them, such as:
On the product detail pages and cart pages they previously visited
On other product pages for complementary or competing items
In search results, category pages, and recommendations widgets
Across non-Amazon websites and apps through the Amazon Publisher Network
Measuring Performance
Evaluate how your retargeting campaigns are doing by checking key metrics like impressions, clicks, orders, and return on ad spend (ROAS). Look for trends over time to see if retargeting is positively impacting your sales. Make changes to improve the relevance and effectiveness of your ads.
With some trial and error, retargeting can become one of the most profitable parts of your Amazon advertising strategy. Staying in front of interested shoppers and giving them another chance to buy from you is a great way to boost your conversions and sales.
Benefits of Using Amazon Retargeting Ads
Reach Highly-Targeted Audiences
With retargeting ads, you can reach shoppers who have already shown interest in your products or brand. Since these people have visited your product pages, store, or site before, they are very targeted audiences for your ads. You'll waste less money on irrelevant clicks and impressions.
Increase Conversion Rates
People who have seen your products before are much more likely to convert. Retargeting allows you to keep your brand and products at the front of shoppers' minds, so when they're ready to buy, you're the first one they think of. Studies show retargeting ads achieve 3-10 times higher conversion rates compared to regular display ads.
Lower Costs
Retargeting campaigns often have lower costs per click (CPC) and cost per acquisition (CPA) because you're reaching audiences that are already familiar with your brand. They recognize you, so they're more likely to engage with your ads. Retargeting also allows you to set frequency caps to control how often shoppers see your ads, so you don’t waste money on too many impressions.
Remarket Across Devices
With Amazon's retargeting solution, you can reach shoppers across devices - on the Amazon app, Amazon.com, Kindle e-readers, Fire tablets, and more. If someone views your products on their phone, you can show them a retargeting ad on their Fire TV or tablet later. This cross-device retargeting helps combat banner blindness and keeps your brand top-of-mind with shoppers no matter which device they're using.
In summary, Amazon retargeting ads are a powerful solution for e-commerce marketers because you can reach very targeted audiences, increase conversion rates, lower costs, and market across multiple devices. Retargeting helps you get the most out of your advertising budget and drives sales for your products.
Best Practices for Setting Up Amazon Retargeting Campaigns
To get the most out of your Amazon retargeting campaigns, follow these best practices:
Always start with relevant audiences. Focus on people who have already shown interest in your products by visiting your product pages or adding items to their cart. These potential customers will be most receptive to your ads.
Keep your ads highly targeted. The more specific you can make your audiences and the products you show them, the higher your conversion rates will be. For example, retarget people who viewed a particular product category or brand.
Use eye-catching images. Include high-quality photos of your products in your ads. This helps jog viewers’ memory and catches their attention. Make sure any text on your images is large, clear and concise.
Write compelling copy. Your ad copy should highlight the key benefits and features of your products to motivate viewers to click and buy. Mention any promotions or discounts to create a sense of urgency. Keep your copy short, around 3 short sentences or 50-70 words.
Set a reasonable frequency cap. You don’t want to overload people with the same ads constantly. As a general rule of thumb, cap your ad frequency at 3 impressions per day. This strikes a good balance between staying in front of people and annoying them.
Continuously optimize. Monitor how your ads are performing and make adjustments to improve your results. Consider testing different images, copy, audiences or products. Look at metrics like impressions, clicks, spend, sales and return on ad spend to see what’s working and not working.
Take advantage of Amazon's automated tools. Use Amazon's recommendations for similar products, audiences and bidding to help optimize your campaigns. Their algorithms can help ensure you're targeting the right people at the right price.
With the right strategy and optimization, Amazon retargeting ads can drive high returns and new customers for your brand. Focus on highly targeted, relevant ads and keep tweaking and improving your campaigns over time.
Optimizing Your Amazon Retargeting Ads for Success
Once you’ve set up your retargeting campaigns, it’s time to optimize them for the best results. Making small tweaks and adjustments to your ads and audiences can lead to big improvements in performance. Here are some tips to optimize your Amazon retargeting ads:
Focus on Relevant Audiences
Analyze which audiences are converting and producing sales. Then, allocate more of your budget to the audiences that are working. You may find shoppers who viewed a product page or added an item to their cart are more likely to convert. Reduce or pause audiences that aren’t performing as well.
Refine Your Ad Copy
Test different headlines, images, and ad copy to see what resonates most with your audiences. You want your message to be compelling yet concise. Mention special offers, discounts or free shipping to capture attention. Include social proof from ratings and reviews when possible.
Adjust Your Bids
Increase your bids for high-performing audiences and ads to improve their visibility. Decrease or pause bids for underperforming ads or audiences. Check your ads daily and make bid changes frequently based on the latest performance data.
Examine Device Targeting
See which devices—desktop, mobile, or tablet—are driving the most sales and impressions. You may find shoppers on desktop computers are more likely to make a purchase. If so, increase bids for desktop audiences. Reduce or turn off mobile and tablet targeting.
Review Your Negative Keywords
Add negative keywords to prevent your ads from showing to shoppers searching for unrelated terms. This helps ensure your ads are only displayed to relevant shoppers. Review search terms reports to uncover negative keywords.
By monitoring and optimizing your retargeting ads and audiences, you can boost your click-through rates, drive more sales and achieve a higher return on your advertising spend. With regular optimization, you'll gain valuable insights into what's working with your Amazon ads and continue improving your results.
Conclusion
If you want to boost your sales and increase revenue from your Amazon product listings, Amazon retargeting ads are a must. By showing your ads to people who have already expressed interest in your products, you have a high chance of converting them into customers.
Retargeting potential customers on Amazon requires some work on your end to set up, optimize and manage your campaigns. But the rewards of higher visibility, more traffic and increased conversions make the effort worthwhile. To summarize, here are the main steps to launch your first Amazon retargeting ad campaign:
Enable retargeting in Seller Central and create a campaign. Select the products you want to promote and set a budget.
Choose your ad formats. Product ads and sponsored brand ads are good options to start with. They showcase your products and brand to potential buyers.
Set your bid and budget. Start with a moderate bid, around the suggested bid. You can then adjust based on performance. Set a daily budget that aligns with your goals and allows enough data to properly optimize.
Target the right audiences. Focus on people who have viewed or added your products to cart but not purchased yet. You can also create lookalike audiences to reach new potential customers.
Optimize and improve. Check how your ads are performing regularly. Make changes to your bids, budgets, ad copy or target audiences to improve conversions and ROI.
Scale what’s working. If some ads or products are performing better, increase their bids and budgets to get more visibility. You can also duplicate successful campaigns to promote other products.
With some testing and regular optimization, Amazon retargeting ads can become an important part of your advertising strategy and a key driver of sales growth. Keep at it and you'll be reaping the rewards in no time!
So there you have it - everything you need to know about setting up and optimizing Amazon retargeting campaigns. Just remember that consistency and testing are key. Start small, track conversions closely, and scale up gradually as the data guides you. Keep tweaking your creative, landing pages and bids over time. Before you know it, you'll have a high-converting campaign driving sales and profits. Now put this guide into action and watch those profits grow. You got this!
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