Amazon Advertising Agency
Navigating the complex ad landscape can be challenging. Still, our ad services offers tailored solutions to supercharge your campaigns and uncover untapped opportunities. With Avenue7Media’s advanced data analysis and insights, we deliver extraordinary results. Discover what good looks like and let your business thrive with our expert support in Amazon PPC management and Amazon DSP advertising.
Avenue7Media® utilizes proprietary AI technology to execute its advertising strategies for profitable client growth. Our people create the strategy and the AI tech executes it.
Ave7™ Advertising Team and Capabilities
- Our Amazon Ads Search team of 20+ Amazon Advertising Specialists
- Dedicated proprietary tools for Amazon Ads Reporting, Audit, and Planning
- Strategy & Launch align on goals and KPIs, set up a 30-60-90-day plan for Amazon ad campaigns
- Bid Optimization: Amazon Keyword research, bid adjustments, and budget management.
- Every team member is Amazon & Walmart Ads Certified
Amazon Advertising
Amazon Advertising offers a powerful platform to reach millions of potential customers, but unlocking its full potential requires expert guidance. At Avenue7Media, we craft targeted, high-impact Amazon ad campaigns that drive visibility, engagement, and sales. Our team leverages advanced analytics, strategic insights, and creative optimization to ensure your products stand out in a competitive marketplace. Let us help you maximize your ad spend and achieve extraordinary results on Amazon.
Amazon Advertising Services
Are your Amazon advertising campaigns performing well but not reaching their full potential? You might have decent click-through rates and costs per click, but there’s room for improvement. If you’re ready to elevate your ad performance and optimize your ad spend, creatives, and copy for maximum impact, Avenue7Media is your ideal partner.
Partner with us for data-driven success in measuring and analyzing your PPC campaigns. As an Amazon advertising managed service provider, we ensure your campaigns are finely tuned for optimal performance. Our collaborative approach involves understanding your business goals and target audience, enabling us to create campaigns that deliver remarkable results.
Avenue7Media is a Proud Amazon Partner
Schedule An Amazon Advertising Consultation
Ready to start growing a profitable, healthy, and exciting business? Schedule a consultation by filling the form below or contact us at (770) 274-4763.
Our Amazon Advertising Works
Amazon PPC Strategy
There are several benefits and uses of campaigns and your goals will dictate the strategy that will work best for you.
1) Protect Your Brand
The first and most important is actually brand protection. If a customer searches for your brand it’s important that they see your product and not the ads of a competitor who’s attempting to steal sales and gain market share. This is also important when training the Amazon algorithm to recognize your brand (if Amazon is always suggesting a different search term, assuming that your brand is a typo.)
2) Launch a New Product
The second use of campaigns is to launch a new product. In these cases, you may be spending a significantly higher amount than the initial return on investment in order to get the initial sales velocity going at which point you’ll be able to decrease ad spend once the product has momentum, reviews, and organic sales.
3) Increase Product Sales
You can use campaigns simply to increase sales, typically by targeting additional generic search terms that customers might be using when looking for your product.
4) Increase Organic Rank
While any campaign that drives converting traffic to your listing can generate sales, campaigns can be used specifically to achieve an increase in organic rank, which will in turn lead to increased organic traffic and overall sales.
5) Discover New Keywords
Campaigns also help you discover new keywords that customers are using to find and purchase your products that you may not have realized when doing your initial SEO keyword research.
6) Validate SEO Keywords
Advertising is also helpful to validate the keywords that you’re targeting for your product. In some cases you may discover that the keywords you thought were relevant simply don’t convert for your product or aren’t being used by your target customers. You may also discover new search terms used by customers that are driving sales. These search terms can then be used not only for advertising, but also be strategically integrated into the listing in order to increase organic sales in the ongoing strategy of optimization, launch and analysis.
Types of Amazon Campaigns
There are three primary types of Amazon campaigns that you’ll find in the Amazon Advertising Console.
Amazon Sponsored Products
The first is sponsored products, which is the most popular and typically account for 65% of all advertised sales
Amazon Sponsored Brands
Sponsored Brands requires active Brand Registry enrollment, and allows you to create brand ads that typically have top placement in search results, and also includes video ads and the ability to drive advertising to your Amazon storefront.
Amazon Sponsored Display
Sponsored Display is a type of display advertising that allows your ads to show up on relevant products, in relevant categories both on and off Amazon. In addition, you can retarget customers who have viewed your products or similar products in the past 30 days but have not yet purchased them. Amazon continues to roll out new features of sponsored display including category and audience targeting.
Types of Amazon Campaign Targeting
Keyword Targeting
Keyword targeting means that your ad will show up in the search results when a customer searches for a specific search term.
Product Targeting
Product targeting means your ad will show up on the detail page of a specific product or ASIN. This could be one of your own products, a competitor’s product, or even a complimentary product that you are likely to get in front of your target audience.
Expanded Product Targeting
In addition to targeting specific ASIN’s, you can now also choose expanded product targeting which includes additional ASIN’s related to your selected target.
Amazon Sponsored Products Ads
Manual Targeting
Manual Campaigns allow you to target specific keywords for the specific products that you choose.
Amazon Advertising Automatic Targeting
The first type of sponsored product campaign we’ll discuss is automatic sponsored product ads. The primary use of auto campaigns is to discover new keywords and ASIN’s that you can then target in manual campaigns.
When you create an auto campaign, Amazon will automatically target four different groups of keywords/products:
Close Match
This means that your product will show up for search terms that closely match the keywords in your product title and listing.
Loose Match
This allows your product to show up for terms that loosely match keywords in your listing.
Substitutes
Auto campaigns will also show your product on the detail pages of substitutes, that is, products that are similar to yours.
Complements
Which are products that customers may likely purchase in conjunction with yours.
While your goal is not simply to target the lowest possible ACoS here, you can begin to make some adjustments to the bids for the different target groups depending on how they perform, and in some cases, turn off a specific targeting group if it is altogether unsuccessful at generating any sales.
While you are making an investment in discovering new terms and ASIN’s to advertise on, you still want to do so with some level of overall profitability and avoid excessive wasteful spending. You can also use negative product and keyword targeting in auto campaigns in order to increase efficiency of the auto campaign over time.
Start Running Amazon Sponsored Ads
Ready to start growing a profitable, healthy, and exciting business? Schedule a consultation by filling the form below or contact us at (770) 274-4763.
Types of Amazon Campaign Targeting
Sponsored Brand Ads
Amazon Sponsored Brand Ads provide a significant competitive advantage for Brands with Brand Registry by giving you placement at the top of search. Brand Ads typically show up above every other type of advertised or organic placement in search results making it the first thing customers see when searching for a specific term or viewing any specific category on Amazon. You can also highlight multiple products allowing customers to see your best sellers or related products together in an ad.
Sponsored Brand Video Ads
In addition, brands can leverage Video Advertising which typically shows up in the middle of search results, and using a combination of movement and taking up nearly the entire width of the page, provide an incredible opportunity to stop customers from scrolling and feature your product.
Storefront Spotlight
Brand Ads also offer the unique ability to drive traffic either to a group of products or to your Amazon storefront, where you can cross sell products, highlight the features and benefits away from the distraction of numerous competitor products and typically increase the average order value. Lastly, when advertising with brand ads you can now view the percentage of New-to-Brand orders, allowing you to see exactly how effective your marketing is to acquire new customers and not simply retarget existing ones.
Sponsored Display Ads
Prominent Placement Display Ads
Sponsored Display ads offer prominent placement on competitor listings, typically below the product features and the buy box. You can target both specific ASIN’s as well as entire categories and then further refine the targeting by brand, price, star rating and whether or not the product is prime eligible. For example, you can target other products in your category that have fewer than 10 stars, and less than a 4 star rating in order to show customers your better rated product. Similarly, you could target more expensive products that aren’t prime eligible, etc, depending on your strategy.
In addition, you can do views remarketing, which means you can show ads to customers who have not purchased a product that matches your criteria, such as viewing your product or a competitors product, to see if they’re still in the market and interested in purchasing. Similar to Product Targeting, Display ads can be used to directly target competitor products, target complimentary products, as well as cross-sell your own products. Sponsored Display ads tend to be incredibly effective during peak traffic seasons such as Prime Week, Q4 and other high traffic shopping times.
Adding Converting Keywords
Once you have your campaigns running, one of the things you will want to do is to continually add new converting search terms into the appropriate campaigns. For example, if a customer searches for “boys blue basketball shoes” that converts in an auto campaign, you will then want to add that search term, in all match types, into a manual campaign that targets similar generic terms.
Similarly, if someone searches for “basketball kids shoes boys” that converted in a manual campaign for the broad match term “Boys Basketball Shoes”, you will want to add the specific converting term in all match types either back into the original campaign or the most appropriate campaign depending on what makes the most sense.
Not every converting search term is worth adding, especially if it seems unlikely to convert again, such as a typo or misspelling that isn’t likely to be replicated, etc. In the next section we’ll discuss a tool that can help you automate this process saving tons of time and making campaign optimization simpler and easier.
While it can be challenging at first, remember not to allow the complexity of advertising to overwhelm you and prevent you from getting started. The goal is to keep it simple, start the process and continue to learn and advance your strategies over time.
Campaign Bidding Strategy
Determining Your Starting Advertised Bid
Start by setting your campaign budget, and then selecting your Campaign Bidding Strategy. Dynamic bids allow Amazon to increase or decrease your bids based on the likelihood of a sale. In most cases, “Dynamic Bids – Down Only” is the preferred option to prevent Amazon from over-bidding on keywords, but you can also use Exact if you want Amazon to use your exact bids every time without manipulation.
There are two primary methods for determining your starting bid, which both rely heavily on your overall strategy and advertising budget. If you want to be more aggressive in your advertising, your ad spend will initially be much higher, with larger amounts wasted on non-converting or poorly converting keywords, but you’re also more likely to generate sales and discover your better-converting keywords much faster. On the flip side, if you plan to take a more conservative approach or have a limited budget, you can start with lower bids, and then slowly increase them until you begin seeing impressions and clicks. This will take longer to generate sales but will allow you to discover both converting and non-converting keywords with a more profitable approach. If you’re not certain what your starting bid should be, you can always begin with Amazon’s recommended bid and then bid up or down from there.
Note that when you create a new campaign, you can select your Campaign Bidding Strategy which is how Amazon will interpret and adjust your stated bid. We recommend starting with a “Fixed Bid”, which will force Amazon to show your product, especially for the first 2 weeks of advertising, longer if you’re taking a more conservative approach. Once you have data around your keywords, you can then adjust the bidding strategy to “Dynamic Bids Down Only” for campaigns that you want to be more conservative on, or to “Dynamic Bids Up and Down” for campaigns proven to convert at a low ACoS and high conversion rate.
Start Running Amazon Sponsored Ads
Ready to start growing a profitable, healthy, and exciting business? Schedule a consultation by filling the form below or contact us at (770) 274-4763.
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Amazon Posts offer several benefits for brands looking to enhance their presence on the platform. First, they increase visibility by appearing in various shopping contexts, allowing brands to reach a wider audience. This enhanced brand presence fosters stronger connections with potential customers and builds brand loyalty. In addition to being able to Boost Posts using Sponsored Ads, Amazon Posts also drive increased organic traffic to product detail pages, leading to higher conversion rates and ultimately boosting sales.
You can create Amazon posts through the Amazon Posts Dashboard, which is accessible through the Amazon Advertising Console. Here, you can upload images and vertical videos, write captions, and link to products to create engaging content. It is worth noting that lifestyle images tend to perform better than static product images and hashtags can be included in the caption.
There are no strict rules on how often brands should post on Amazon Posts, but regular and consistent posting can help maintain engagement with shoppers. Posting frequency between 4 to 6 times a week or more is recommended in order to increase traffic and gain followers.
Currently, Amazon Posts are available to brands enrolled in Amazon Brand Registry in the United States. Eligible brands can create and publish Image and vertical video Posts through the Amazon Posts dashboard in the ads console.
Amazon Posts appear on various locations across the Amazon platform, including in the aisle, product detail pages, the Amazon mobile app, and in sponsored placements. They’re integrated into the shopping experience, providing brand followers with additional brand content related to products they’re browsing.
Brand Tailored Promotions on Amazon are an advertising tool designed to help sellers and brands reach high-intent customers with exclusive discounts and offers. It’s a cost-effective way to target specific audiences without Amazon setup fees. The only cost is the discounts provided to customers. To be eligible, sellers must be enrolled in Amazon Brand Registry and can only create promotions for audiences of at least 1,000 customers. These promotions allow brands to create and send promotional codes to specific customer segments based on past purchases and engagement, including repeat customers, recent buyers, brand followers, and high spenders. Discounts can range from 10% to 50%, aiming to boost sales and brand loyalty. The promotion details are displayed across various touch points on Amazon, including search results pages and product detail pages.
Streaming TV (STV), also referred to as Connected TV or CTV, refers to the digital distribution of television content over the internet. Unlike traditional cable or satellite TV, which requires physical infrastructure like cables or satellites, streaming TV delivers content via internet protocols. This allows users to access live broadcasts, on-demand shows, and movies from various devices, such as smart TVs, computers, tablets, and smartphones. By leveraging the power of the internet, streaming TV has revolutionized how people consume television content and ads, offering unprecedented convenience and choice.
Amazon Streaming TV or STV ads provide a powerful way for brands to reach a growing audience of cord-cutters and streaming content viewers, offering precise targeting, broad reach, and detailed performance metrics. Amazon STV offers precision audience targeting based on detailed criteria such as lifestyle, interests, and shopping behavior, ensuring ads reach the most relevant viewers for higher engagement and conversion rates
TACoS, or Total Advertising Cost of Sales, is a metric used to measure the efficiency of your advertising spend in relation to your overall sales. Unlike ACoS, which only considers direct sales from ads, TACoS provides a broader view by including both organic and paid sales. This metric helps sellers understand the long-term impact of their ad spend on their entire Amazon business. At Avenue7Media, we utilize TACoS to evaluate and optimize our clients’ advertising strategies, ensuring they invest in campaigns that not only drive immediate sales but also contribute to sustained organic growth over time.
ACoS, or Advertising Cost of Sales, is a key metric in Amazon advertising that calculates the ratio of ad spend to sales revenue generated from those ads. The formula is: ACoS = (Total Ad Spend ÷ Total Ad Sales) × 100. A lower ACoS indicates higher advertising efficiency, meaning you’re spending less on ads relative to the sales they generate. At Avenue7Media, our Traffic Avenue leverages ACoS to fine-tune ad campaigns, ensuring our clients maintain a competitive edge while maximizing profitability.
Increasing your Amazon profit margin requires a strategic approach that involves optimizing both your revenue and cost structures. At Avenue7Media, we focus on the critical aspects of your Amazon business through our 7Avenues roadmap. Start by enhancing your product listings to boost conversion rates, managing your pricing strategy to balance competitiveness with profitability, and minimizing costs by streamlining your supply chain. Additionally, reducing advertising waste by targeting the right keywords and demographics can significantly improve your margins. Our Margins Avenue is designed to help sellers pinpoint and implement these strategies, ensuring sustainable growth and profitability.
To calculate profit from ACoS, you first need to understand your product’s gross margin. Subtract your ACoS percentage from your gross margin percentage to determine the profit margin after ad spend. For example, if your product has a 50% gross margin and your ACoS is 20%, your net profit margin after ad spend would be 30%. At Avenue7Media, we help clients analyze these metrics within our Margins Avenue, allowing them to make informed decisions that optimize profitability and return on investment.
Contribution Margin (CM) on Amazon refers to the difference between your product’s selling price and the variable costs associated with selling that product, expressed as a percentage. It essentially measures how much of your revenue contributes to covering fixed costs and generating profit. The formula is: CM = (Revenue – Variable Costs) ÷ Revenue. At Avenue7Media, we use CM as a crucial indicator within our Margins Avenue, helping clients to identify the most profitable products and adjust their strategies to maximize their overall contribution margin.
Amazon offers different types of promotions that sellers can use to attract customers and increase sales by increasing Click-Through-Rate and Conversion Rate. To make Amazon promotions work effectively, start by selecting the right products—focus on those with strong reviews or that could benefit from a sales boost. If your profit margins are slim, use discounts cautiously unless you’re clearing out old stock. Timing is crucial; schedule promotions during high-traffic periods like holidays or major sales events for maximum exposure. Set a clear budget, factoring in any fees associated with specific promotions, such as Lightning Deals. Finally, monitor the results closely using Amazon’s tools to track sales and evaluate whether the promotion delivers a worthwhile return on investment. When used strategically, these promotions can significantly enhance product visibility, customer engagement, and overall sales.
On Amazon, a Promotion refers to a special offer or discount that sellers use to attract customers and encourage them to buy products. Promotions are effective marketing tools designed to increase visibility, boost sales, and make products more appealing to shoppers.
When a product is “on promotion,” it means that it’s being sold at a special deal or discount for a short time. This includes Prime Exclusive Discounts (PED’s), a Sale Price, BOGO “Buy One, Get One Free” or Free Shipping. Promotions are designed to attract more customers and encourage sales, especially during increased periods of traffic such as tentpole events or during new product launches. By properly leveraging promotions, brands and sellers can take advantage of tentpole events such as Prime Day, Black Friday and Cyber Monday to increase product sales while the deals last, resulting in an increase in organic rank and product reviews.
Amazon PPC is now table-stakes as Amazon increases the number of advertised placements on a given search results page, making it a Pay-to-Play platform. With that in mind, Amazon PPC is a valuable tool when you need to increase your product’s visibility and sales, particularly in competitive markets. Here are some situations where PPC is especially beneficial:
- Launching a New Product: PPC helps you quickly gain traction and start generating sales, crucial during the initial launch phase.
- High Competition: If your product is in a crowded category, PPC can make it stand out, capturing customer attention that might otherwise go to competitors.
- Sales Boost: For products with strong potential, PPC can drive rapid sales growth, helping you reach your revenue goals faster.
To maximize the effectiveness of PPC, it’s important to have a well-planned strategy that includes precise targeting and careful budget management.
While Amazon PPC can be effective, there are situations where caution is needed:
Limited Budget: If your funds are tight, PPC might not be the best investment, as it can quickly drain resources without guaranteed results.
Product Challenges: If your product has poor reviews or low demand, PPC won’t solve these issues and might result in wasted ad spend.
Slim Profit Margins: In highly competitive categories, the cost of clicks can be high. If your margins are too thin, PPC could eat into your profits.
Before investing in PPC, ensure that your product is ready for increased visibility and that any underlying issues are addressed first to avoid unnecessary costs.
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