To advertise on Amazon marketplace, use ASINS to target

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 21, 2021, 11:57 AM UTC

Auto targeting can help marketers rank for particular brand-related keywords on Amazon, without the costs of a broad match.

When it comes to Amazon marketplace, digital marketers need to understand how bidding, content and retail processes work on the platform. To understand the nuances of advertising on Amazon, firms would need to recruit a team of marketers that are specialists in the aforementioned areas.

While cost-per-clicks (CPCs) and cost-per-mille (CPMs) are increasing year over year (YoY), marketers must ensure that their return on ad spend (ROAS) isn't impacted. Marketers can use Amazon Standard Identification Numbers (ASINs), unique identifiers for Stock Keeping Units (SKUs) for targeting to rank for a specific spot on Amazon. Moreover, using programmatic technology with A/B testing audiences and creatives, auto pausing ads can drive ROAS, as well as reach on Amazon.

Despite having a positive influence on customer lifetime value, after-sales care and pricing control tactics aren't ideal for managing logistics shipping for brands selling directly on Amazon. Hosting discussions around topics like brand registry, improved advertising options, and the cost of doing business can help companies effectively advertise on Amazon marketplace.

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