Deciding to create an Amazon ad before choosing the product being advertised seems counter-intuitive and more often than not results in getting more mixed up than resolved.
While designing ads is exciting, skipping the crucial first step—choosing the right product—can spell disaster for your campaign.
Just think about creating a great painting but when you finally finish it…uh, oh it doesn’t match the demographic you wanted. That could lead to misaligned ads, wasted budget, and poor results being the sad reality.
In this post, we’ll reveal the prospects most Amazon FBA sellers don’t know they are missing out on when the ad comes before the product.
Read More: How Can You Identify the Best Creative for Your Amazon Ads?
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It may sound like a good strategy to create ads before choosing a product, but actually, it leads only to more time and money spent, unnecessary work, and incorrect campaigns. It fails to capture the essence of the ad goal, that is the ability to map the product ad to its features, audience, and demand.
When designing an ad with no specific product in mind, then one is more likely to market the wrong demographic. This basically means that without knowing who the product is targeted, the ads could be a total turn off to some potential customers.
To avoid this, select your product first, and then narrow down your audience. Take advantage of the audience and try to create a message which informs, interests and captivates viewers, readers and listeners.
When using this kind of ad format, lack of a product means that the message being passed can be generalized, or it does not make any sense at all. This impacts potential customers confusing the brands, eventually diminishing click-through rates.
Think about an ad that says “Transform your kitchen experience” and the result is a product that is a bottle opener. A gap is created resulting in the disinterest and dissatisfaction of the buyers.
If you have a product that you wish to advertise and promote, then choosing the product in advance means that your message is much more likely to focus on what exactly you are selling.
In this case, ensure that the bottle opener fits well in hand or that it will not be ruined after everybody has used it. Targeted advertising personalities the consumer’s journey from the advertisement to the product page, increasing customer confidence.
Ads created prematurely contain elements that are misleading since they advertise certain features the product lacks. These lead to dissatisfaction among customers, and in the worst case scenarios; the business gets a pull-down by customer reviews.
To this end, one should ensure the ad’s assertions are based on the reality of the product in question. Do not use headline-making claims; use realistic slogans such as “noticeable improvement in four weeks.”
On the bright side, the ethos established through the proper disclosure shows that honesty in advertising strengthens connection with customers for the long term.
Creating an ad too early has its disadvantage because the brand is creating a general advertisement campaign, not a product specific one.
It means choosing your product first is more effective because it lets you build the budget more effectively. Make use of a relatively small campaign ad for the product in experimentation before expanding to a massive one.
This is handy as it eradicates repeat advertisement by only featuring the advertisements that investors are willing to fund hence reducing wastage of your advertising budget.
Generic advertisements that are not coupled with a preferred product often do not have clear call to action messages that can compel the potential customer into the next line of action. An ad that appears like, ‘Shop the best in home improvement’, but makes no effort to guide the user to a product of that nature is not beneficial.
Once you are done with choosing your product, come up with a specific call to action statement, for example ‘Shop the most durable power drill today.’ This call to action is clear, concise and specific to assist customers into getting to the end goal to improve conversions.
This not only makes it difficult for the sales team to know which keywords to use when advertising the product, thus the sale of the product is affected. An ad set for the keywords such as “gadget” or “kitchen tool” that advertises a very specific sous vide machine brings the wrong audience.
The second step is to do keyword research after you have chosen your product. Concenter the keywords on special terms that are closely related to your product and its target audience. Known as a post-click strategy, this enhances the visibility of the ad to the right customers and boost click through rates.
Creatives that are made for ad-only solutions are often rather vague and do not illustrate the product for its strengths.
Leverage listing images or videos with high quality of your product that shows how the product is used. It is necessary to draw attention to it and gain trust highlighting its distinct characteristics. The message that relates to features that make up the said product captures the attention of prospective customers better.
It’s not possible to compare with competitors and place your ad in order that will be seen as the best one without a product. An ad promoting “high-tech fitness gear” does not pull out the stops and tell consumers how its product is superior to other similar products.
Stakeholder analysis should be conducted after you have chosen your product. Emphasize on the advantages of the product including degree of the product which indicates it is stronger or has more features than other products.
The concept of positioning enables one to place a product on a pedestal and also draw customers towards it.
Non-technical advertisements do not get increased click through rates as people don’t get what they were looking for.
Make sure that the ad has the same attribute as the one appealing to the products. Include specific examples of your product or service in your ad; for instance use “Diaper bag that has compartments for heating of baby’s feed”. When the advertisement is directly linked to the specific product the chances of conversion are heightened.
At the beginning, ad design consumes time and money, which can be used to focus on the product research and development. An innovation team invests lots of time designing an ad campaign for a product that never existed only to realize it is not needed in the market.
Always spend a lot of time in the selection of the products and the market they should be placed in before concentrating on the ads to be produced.
It’s a good idea to have the green highlighted to ensure demand; you can use surveys or an A/B test for the green highlight. This approach makes your efforts productive, and guarantees that your ads are efficient and productive.
Misaligned ads can dramatically harm your return on investment (ROI), leading to wasted budget, reduced brand credibility, and diminished campaign effectiveness.
When advertising strategies fail to align with the target audience or product offering, the consequences ripple across your marketing efforts, weakening performance and potentially causing long-term damage. Let’s explore how misaligned ads affect ROI and how you can correct these misalignments.
Mismatched sequences also lead to low correct customer reach, arguably one of the leading pitfalls that may cost a lot of your ad budget. Running your ads in front of the wrong set of eyes that are not in the market for what you are offering results in a high cost per click CPC with little or no conversions.
The real purpose behind it is that most of the advertising mediums, like Google Ads and Facebook Ads, work on an algorithm model to analyze the right time to deliver the ads to the consumer. These platforms depend on algorithms that figure out who should get the impression of the ad.
If your target audience is too large or not relevant enough, the system could display your advertisements to people who could not be interested in your product at all.
While getting many clicks on your site, lack of outcome involving the visitors to become customers in business will make the overall return on investment poor.
It becomes very disappointing when your ads get to the right audience but end up getting low conversions or a low ROI. Conversion rates are the number of visitors who complete the intended action within the session, often become clients, subscribe to a service, or fill in a contact form.
When there is a very high value for CTR but a comparably very low value for conversion, that suggests that maybe the ad that you are putting out is not what the targeted folks wanted to see or actually needed to see.
This allows you to avoid low conversion rates and make sure that the message of the ad and the page you lead people to are connected. The information set in the ad and the call-to-action must align with the experience of the client when s/he follows the ad link.
If you have two different ad designs, two different landing pages or two sets of new call to action buttons, you can use A/B testing on which combination produces the highest conversion rates.
When you continue using the same messages, calls to action, and designs, you limit the possibilities of discovering what appeals to your audience the most.
Misaligned ads not only reduce the ROI in the current climate but also pose a danger to a brand. Where your ad attempts to create the expectation of something that is not met or even where the product advertised contradicts what your ad portrays it to be then you could easily get into the bad books of the public.
Brand image is undoubtedly one of the most important corporate treasures. Lack of customer satisfaction from interaction with an organisation and its products or services due to such factors as misleading or misaligned advertisements results in increased churn rate, decreased customer loyalty and negative word of mouth.
Offering good customer service and after selling experiences are as crucial, to stabilize and strengthen brand image. That is the reason why it is important to respond as soon as possible, for example, in case some problems occur and it will help to avoid damaging relations between the customers of your brand.
Inappropriate ad placements also mean the allocation of resources is not as effective as it should be because the magazine must spend money to place these ads, and poor placement means low returns on investment.
Thus, if your advertising overall does not attract the correct audience or if the promotions are not properly worded, you will find that you spend more money on useless campaigns.
Without proper coordination between the ad and the target group, there arises a problem of maximizing your investments in advertising. Lack of proper budget utilization implies that the money is wasted on areas that do not possess high ROI, and sometimes successful campaigns, keywords are not prioritized.
Having mismatched ads cause a high bounce rate to occur when a user clicks an ad hoping for one thing and instead S/he finds something completely different. For instance, a beauty brand that advertises luxury skincare products and directs users to the landing page with affordable skincare products will get a lot of bounce traffic.
Since there’s no alignment of the ad copy with the information that is found on the landing page, visitors become confused as well as disappointed hence abandoning the page.
Bounce rates are essential to the performance of the ads since it provides the comparison of the quality of the landing page to the expectation created by the ad.
A high bounce rate can indicate that your ad is not relevant to the page you are leading users to, or the overall user experience is not good, which in any case will decrease the conversion rate.
To avoid high bounce rates, what you promote through ads and what you offer on the pages, should be harmonized in terms of the message and the design. The content on the landing page should present the benefit statement introduced in the ad as soon as the consumer clicks through to the page.
Each type of advertisement can become misleading in terms of measuring the results and defining the actual performance of your promotions.
Many times, optimizing for the sole goal of CTR can make marketers feel like everything is going well while, in fact, the targeting is off, the messages are irrelevant, or the ad doesn’t match the landing page.
As observed in competitive market situations, misaligned ads are capable of making the brand fade with its competitors. Your ads may bog down on ill-advised promotions, while your competitors with perfectly-aligned ads will be siphoning away market share more effectively.
If you have not communicated this clearly, if your message is off, or if you are not getting across to your target market why your product is the better solution, then you are on a road to stagnation.
The chances of giving up an impression to competitors are critical in complex and changing digital landscapes, and continue to affect your business in the long run.
It is very standard practice to end up with an increased cost of acquiring new customers (CAC) when ads are misaligned to each other. The problem with ads is that they may not reach the right audience or maybe they offer the wrong message which makes you pay for clicks that are not customers.
Therefore, the cost of acquiring a customer rises as it impacts the ROI in a big way. When your ads are wrong in terms of targeting and choice, or they do not meet the needs of the audience, this leads to a high CAC which affects the brand’s fund and profit margin, particularly in the fields with thin margins.
There are also possibilities to tilt the targeting approach and aim at less numerous but more suitable segments, which will also contribute to decreasing CAC. Based on analysis of the customer data and market research, develop profiles of audiences most likely to engage with offers and convert, or buyer personas.
This is how you optimize your targeting criteria in order to reach out to the users who actually have a potential to make a purchase and make your CACs and ROI less painful.
Offsetting ads can also lead to a reduction in customer lifetime value – the amount of money a customer spends throughout the customers’ and brand’s association.
If such ads capture the wrong audience, which are people who do not intend to buy your product, each they bring to you will not buy again, hence lowering the overall earnings. Lack of brand congruence with the actual needs and wants of the customers can create ads that turn off customers for the product after the first time purchase rather than cultivating long term consumer loyalty.
To enhance LCV, increase its concentration on customer acquisition and making customers loyal especially on the segmentation that it gives value. Utilize the information on the target within its demographic spending, buying habits, and challenges.
Design your ads in a way that the clients feel that you are addressing them directly, and show them the benefits of using the product in future. Individualize, as well as, capitalize on points that can get a hold of their worries and stress on aspects that promote its usage repeatedly or to frequently attend to its jurisdictions.
In its simplest form, misaligned ad mere is that profitable revenue sources may be lost. When your ads are poorly targeted or give wrong information or hardly grab the attention of the potential consumers, would-be customers will not get to see the offer, or may simply refuse to purchase.
This leads to lost sales and hence low return on investment or ROI. For instance, an advert which claims to contain one aspect and when clicked, it takes the consumer to another product page lacking that aspect will push people away, thus missing business opportunities.
In general, everyone loves a good success story, which is why you need to ensure that all your objectives in your campaign; the audiences you are targeting and the ads you create as well as the landing pages, are all properly aligned with the utility of your product.
Strong copy points, effective visuals, and exclusive and irresistible call-to-action that speaks to customers’ and viewers’ emotions. Emphasize on your uniqueness and show the usefulness of your product as directly and briefly as possible.
When it comes to digital advertising, understanding the relationship between product niches and ad performance is critical for optimizing ad campaigns and achieving high ROI. Product niches refer to specific, well-defined segments of the market that a product or service caters to.
These niches often consist of customers with specialized needs, preferences, or interests, making them distinct from broader market categories. The interplay between product niches and ad performance is significant because it influences targeting, messaging, and overall campaign effectiveness.
Here’s a closer look at how product niches impact ad performance:
The first advantage of opting for the niche product category is the opportunity to refine and aim at customers. They are smaller and more distinct from other larger categories, therefore businesses can create adverts void of much generalization.
Campaigns can be even more targeted from the demographics, interests and specific behaviors and buying patterns of this particular market segment.
On the other hand, universal targeting (e.g. using the message ‘buy all home cleaning products’) may generate less effectiveness and a lower ROI because the viewers are not very precise to the product type.
The objective of proper niche targeting is to enhance the overall ad CTR, conversion rate and, therefore, return on Investment (ROI) values. The more specific the audience is, the closer such people are to the ad and can promptly take some action.
When it comes to product niches, the fine connection between ad performance and the degree of match between the ad message and the target audience’s needs, values, and pain points. Strategically, ad messages in niche markets are far easier to develop and fine tuned to appeal to a specific target market.
This makes it easier to appeal to the audience, and in the process improve the chances of reaping the intended attention.
On the other hand, a commercial advertising travel offers where the tourists are the prime audience will contain messages about the financial aspect of traveling.
There is also an opportunity in niche advertising to call attention to such small selling points as you may have that make your product distinct from the typical rivals.
Targeted ads that get personal to the needs and wants of the targeted segment can elicit a more favorable response more often than not because of the positive emotional trigger.
Indeed, advertising in niche markets often helps the brand to save more money because it targets the audience which is smaller, but more defined. Thus, when the ad is targeted sensitively on the particular category of audience, then the competition is comparatively lower than that of competition on broad market segments.
Furthermore, niche ads are more effective than other common ads because more individuals are likely to click on them. Better conversion rates are often associated with improved cost per acquisition (CPA) and return on ad spend (ROAS) making niche advertising more cost-effective for your business.
When targeting the right audience, brands can now extend their advertising dollar while still reaping great gains.
Even though using a product niche allows winning in targeting an ad, it is vital to notice that during this time the niche can become rather oversaturated. Competition becomes stiff within the niche as more and more business ventures improve on their marketing strategies to target such markets.
It can increase the price for advertising and even worsen the effectiveness of advertising campaigns because several brands compete for the same keywords or some niches of the audience.
As such, the businesses have to come up with ways of creating the more effective ad where they would post high performance or high value level. This might be achieved through better adverts, designing the right offers or providing improved customer services.
Moreover, constant campaign tweaking and experimenting with new advertisements will enable people to keep advertising their campaigns from getting lost in the sea of advertisements.
Niche markets can involve customers with a high level of interest in product/service requirements and characteristics trademarks.
Due to their passion for the products or services within that niche, it becomes easier to encourage them to become returning customers. Which in turn affects ad performance in the long run in a direct manner.
When a business has set its location and has customers that rely on its services, then satisfying customers will hopefully get others to spread the word from the experience they had. Organic promotion can be used alongside different paid campaigns as an enhancement tool.
Also, relationships with special customers through ads, retargeting and loyalty programs will thus in the long-run shift the CLV/CAC ratio in a positive trend, specifically towards an improved CLV.
With customized ad and email marketing, the consumers will remain committed to the organization or brand in question so that they keep coming to make purchases hence enhancing the ad performance.
Niche campaigns are also affected by the ad platforms where your ads are placed because these platforms determine how your ads are seen by people. Ideal products excel on particular marketplaces which are frequented by the target demographic.
LinkedIn may be well applied for the business to business specialized niche market sectors like business consulting or explicit software solutions. The demographics of your niche target market is vital in determining in which platforms your advertising money should be invested.
Advertising on the right site guarantees interaction and improved outcomes as compared to other media because the targets are normally achieved.
Moreover, it is also important to state that there may be a difference of the types of ads that work in a certain niche depending on the platform that the niche is being targeted at.
Although its benefits focus on the target niche market where the brand enjoys a high degree of personalization and cost efficiency, the problem associated with it is the ability of the brand to expand its advertising campaign.
Certainly, the scale of the specific customer segment can hold back the amount of traffic or conversion a brand can generate. If the niche is too narrow, the ad performance may very well reach saturation and may not be able to grow beyond this point without increasing the target market.
Cutting down the ad campaign type to the extent of making it into a niche one requires some pass-through. Brands can increase their niche by targeting the audience with a very similar need or introducing related commodities, or by entering into a related niche market.
Still, the excessive expansion of the lists, with several related interests each containing many specialties, might hurt the targeting accuracy and ad effectiveness.
The challenge often faced is how to balance the niche targeting approach and the scalability of the campaign so that ad performance is sustained when the business expands.
In niche markets, the target audience is fewer, which implies that after the same users viewed the same advert multiple times, the advert fatigue is likely to occur. With time, the attitude towards the same ads changes, and the return rate is thus low, making them ineffective.
This may subsequently lower CTR while raising the CPC due to consumers becoming bored with the message that is being passed across to them.
One is to ensure that the number of ads one uses is changed regularly so that potential consumers do not get tired of seeing the same ads over and over.
It is possible to alternate the ads with fresh offers, with a focus on other characteristics of products, or with the help of a change of the season, which will keep the audience interested in the advertisements.
Further, using the cu content or bringing in and sharing the cu testimonials or collaborating with influencers is good to bring new ideas and the audience’s engagement.
Amazon Ads are one of the best strategies for increasing traffic and sales on the platform but the problem with so many customers and competitors is often how to make your ads pop.
Apparently, there exists a growth opportunity in Amazon FBA advertising that may ultimately enhance return on investment (ROI) and the possibility is realized through the use of product-specific ads.
That is why, by selecting specific products, their specific characteristics, and target consumers, you can make your Amazon ads more relevant, effective and, therefore, increase your sales. Here’s how to improve your Amazon Ads with product-centric campaigns:
The initial process where you have the product at the core of your campaign is to analyze the specific message that each product offers to its consumers. Every product has a competitive advantage and it doesn’t matter if it pertains to the quality, price, features or smooth design.
By identifying and thus pointing at this USP, you can generate top-notch and engaging ads that would cause the attention of the potential customers.
It follows therefore that by positioning the product’s attributes in close proximity to the needs of the consumer you end up with an ad that targets a specific segment of the market.
With the world’s largest marketplace, you can advertise products, particular categories, or even a direct competitor. With product targeting, you are guaranteed that your ad will be shown at the exact time users are searching products in related categories to your product.
This is a good chance to intercept high intent traffic as shoppers are already in a purchase frame of mind.
Product-oriented advertising campaigns are most effective when this equation runs on the concept ‘my product is better in some way than most of the competitors’ or ‘this aspect of my product is better.’
Another major factor when considering the Amazon FBA ad campaign is keyword targeting. Do not use very generic keywords such as shoes, coffee or whatever you are selling, use the specific, descriptive and detailed keywords.
The product specific campaigns should also focus on the specialty of your product since this is likely to pull in customers that are in the market for that particular product.
When you target the specific product, you ensure your ad is more relevant and liked therefore improving your Quality Score thus avoiding spending money on low converting searches.
In a product-specific Amazon ad format, the association of the ad with the product’s listing is especially crucial. Whenever an ad is effective enough to compel a customer to click, they should be redirected to your product detail page where the listing has to be persuasive enough to support the ad message.
If an ad comes with a promise that a particular product is on offer while in the product page, there is a different product offered, then it results in high bounce rates in addition to wasting the advertising money as well as potential sales.
Ensure that your product listing pages are in sync with the message you want to pass in your ads. The title of the product, the bullet points, the description and the listing images should be closely related to the ad text and should refer only to the benefits of the product.
If your ad focuses on the environmental friendliness of your product, for instance, make sure the product’s page highlights the environmental-friendliness of your product.
Of course, providing clear and high-resolution images, and videos, where your product is presented in action is significant as well.
Product focused campaigns are most effective when the ad encounter is superior, in the sense that from the point the consumer clicks on the ad, the subsequent process leading up to a purchase decision is eased.
There are several ad formats available on Amazon FBA : however, for the product-based campaigns, Sponsored Products and the newer Sponsored Brands are optimal.
Sponsored Products are targeted by keywords and make up paid ads that can be found in the actual search results pages and the product pages.
They are useful in the advertisement of single items. As all these ads appear on product listing and search results, these ads can result in direct conversions since they target clients with a high inclination towards purchasing.
Sponsored Brands enables you to advertise within Amazon FBA several products, in your brand, on the search results or product detail page. The main idea of this ad format is more broad than others, but it can be a campaign about a specific category or a set of products even within this format.
It also assists in the branding process as well as marketing of specific products in the marketplace. Both of the ad formats allow the user to employ targeting options like keyword targeting, product targeting, target audience targeting to reach the potential while increasing probabilities of conversions.
You will not find that every product you have in your catalog is perfectly performed to the optimum effect. In order to optimize every product based campaign, one should focus on the promotion of the products that may be expected to deliver high results on the cost of advertising (ROAS).
Go to your sales, examine each product and find those articles that have the highest turnover rate, the greatest margin and amazing customer feedback.
In this way, you guarantee that most of the money spent on advertising goes to products that give better chances of success. Further, applied to these high priority products, you can more effectively fine tune your targeting and marketing communications message to the potential customer.
Dynamic Creative Optimization (DCO) is the feature in which you can design and compare several different ads. It requires less production time than filming a new advert and because it always revolves around products it can be tweaked to highlight a different feature of the product or target a different audience.
Amazon FBA ’s dynamic ad solutions allow you to define creatives based on the KPIs you’re aiming for, so your product-focused ads are always getting better.
After your product-focused campaigns go out into the field, it is essential to frequently refresh the bid to get a proper level of ad exposures for most effective profits.
The pay per click model of pricing in Amazon FBA lets you bid different amounts for various products, based on the number of clicks; it is easier to concentrate on those products with more sales potential and better conversion.
Conversely, there are sometimes products that are providing consistent CTR and conversion, this is a signal that one can decide to bid higher to have that product in the front.
On the other hand, if an object is not generating much traffic it is possible to decrease the bid or fine tune the targeting in order to increase the ad’s relevance.
Splitting the bids gives you a mechanism of allocating your resources to the individual products that are giving you the best returns, which is important for improving on the product specific campaigns.
Sales and performance optimization are crucial in product-listing campaign types in Amazon FBA. These include click through rate (CTR), cost per click (CPC), conversion rate, ad- cost of sale (ACoS), return on ad spend (ROAS).
Based on this data, you can fine-tune everything from product targeting and advertising based on the keywords that are succeeding or failing to correct the tried-and-true creatives you thought would be successful but that aren’t.
When it comes to Amazon advertising, a clear and compelling ad message is crucial to attracting customers and driving sales. While the product itself is important, what truly captures the attention of potential buyers are the benefits that the product offers.
These benefits help convey to customers not just what the product is, but how it will improve their lives or solve their problems.
By strategically leveraging product benefits in Amazon ad messaging, brands can create more relevant, persuasive, and effective campaigns that lead to higher engagement, conversions, and overall sales. Here’s how to effectively leverage product benefits in your Amazon ad messaging:
However, in order to properly use a product’s benefits in an Amazon ad, you need to know what it actually means to have benefits. Benefits are often called the perceived added value of your product to the customer; they may be a solution to the customers’ problems, or an improvement to their lives.
It should be noted that benefits are used as opposed to characteristics which refer to what a product is or how it could be utilized. While features are good for a technical specification of the product, benefits are all about what will appeal to the customer.
This is concrete and has definite advantages to the customer—it saves him/her time, and time is something the customer would cherish in their day to day life.
When making the concept of product attributes which define the benefits of the product, consider what the consumer will feel after using or possessing the product.
Advantages can be material, such as improved health, or time, or they can be psychological, such as the feeling of comfort or luxury. By creating awareness of these aspects, you will be of greater aid seeking to understand which benefits are valued and desired by your targeted customers.
Whether your product is targeted at people who are interested in their health, messages such as “drink a smoothie and become a healthier person” will be very relevant.
Another technique which is effective in utilising the product benefits in the Amazon ad copy is using statements that point to customer pain. Pain points are the key irritations that your audience experiences, and therefore your product can be helpful.
When consumers go to Amazon FBA, they are mostly with a solve it mentality—they are looking for products that will solve their problems. So by placing your product as an answer to these problems, you make the product more appealing.
The best way to overcome these pains is always to identify with your customer and show him how your product can solve these issues partially or fully.
Your ad messaging could emphasize how your chair supports proper posture and relieves back strain, like:
“Say goodbye to back pain! This ergonomic office chair is designed to provide you with posture throughout the day at work thus making your day easier.
This message addresses the problem by focusing on the solution and presenting an obvious and attractive image of that solution – freedom from discomfort.
Your headline is the title of your advertisement that displays at the top of the Amazon main page. It is the first thing that the potential customers are going to be exposed to and it has to make an impact on them at first.
When placing ads there is something important to note; the goal should be to focus more on the results of your product or service instead of the products’ attributes.
As a matter of fact, a benefit-focused headline sends the right message about the value that the customer stands to gain if they purchase your product, hence the interest, and high click-through rates.
For instance, instead of simply stating a product’s feature like “High-Quality Coffee Maker,” a more compelling and benefit-driven headline would be something like:
Welcome to our online shop, where we offer cups of coffee maker for brewing perfect coffee each morning. “Say Goodbye to Stale Coffee: Fresh Brews Every Time”
These headlines highlight the benefits customers will experience: a new cup of coffee every morning and perfect tasting, fresh aromatic coffee. Here, the emphasis is not so much on the myriad characteristics of the final product but their impact on the customer.
Being a benefit-oriented headline means the consumer gets the value proposition as soon as they read the headline, and they know what is in it for them. This also gives social proof and relativity since it tells them how a given product will affect them in their lives.
To maximize the effectiveness of your headlines:
Because you highlight the benefits to the customer, you’re more likely to capture interest and inspire action, including from those within the buyer’s journey.
Space is very limited Amazon ads; it is especially true when it comes to Sponsored Product and Sponsored Brand campaigns. That being said, every single inch counts and optimisation of this space is how we achieve conversions.
Dodging and product descriptions are important when it comes to presenting key product benefits to a potential buyer that simply clicked through your ad and ended up on the product page.
Bullet points should immediately present benefits and they should be short, simple and memorable. For example:
These bullet points are benefits oriented and let the customer know what they are in store for when they choose to purchase the product. There is no emphasis on the bells and whistles; the attention is paid to the results the customer is to get—time-saving, sustainability, and no-nasty-chemicals.
It means that when writing a product description, the product description section provides you with an opportunity to write more about various benefits of the product in question. It’s here where you will need to explain how the product works and why such benefits are valuable. For instance:
Packed with state-of-art technological features, our high performance blender is all you need to prepare healthy meals in a short time.
Since it works as a blender, mixer, and food processor, it has a powerful motor that will enable you to blend your ingredients rapidly and efficiently, making a lot of difference in the time that you spend in the kitchen.
Notably, it is also an eco-friendly establishment which means that when you order delicious foods here you are also improving the environment.
When writing your product description, ensure that you focus more on the way in which the product is going to help your customer get what he/she wants. Explain to them in a manner that is precise and convincing that they need that product you are selling.
That being said, incorporating practical benefits of the product into its selling proposition is not enough, because many people make decisions based on emotions.
Emotional appeal can greatly bolster your ad messaging because it will directly create a relationship between the customer and product. At this point, it is apparent when customers feel happy they will likely purchase a product.
These messages reflect one or the other attributes of the emotional appeal of staying healthy and improving one’s health that appeal to the deeper emotion in customers.
Since the target consumer will be using the product to benefit from the enhancement of their physical state, the self-realization and achievement brands generate interest with the target consumer.
It can also provide an excellent competitive advantage when used to clarify the emotional benefits that your product offers.
The message here is, there is a high chance that ‘feel good’ products will create enduring listing images and feelings, which will ultimately lead to more favorable customer loyalty. To maximize the emotional appeal of your ads:
Advertising is the means by which a product is linked to consumer interest, and for that connecting link to be capable; it must be constructed with trust and credibility. When an ad informs consumers about a product, it’s vouching for the type and quality of the product and what anyone buying the product will get from it.
Whenever the product does not meet those expectations, consumers will never trust the product again, or even the brand again.
For instance, an advert for an expensive smart wristband might state that coming with the product are health functions and stylish look.
On the other hand, a great product guarantees that all that is being advertised is delivered. It was observed that customers who were able to get products which or even exceeded their expected quality are likely to continue using the same brand.
This directly links advertising functions with the performance of the products to the advantage of both so that they might be made to grow.
Excellent products, guess what, inspire word-of-mouth, which is probably one of the most effective modes of communication.
Whenever a customer is content with the outcome of a product, he or she will have a word to say to other potential collectors: the word of mouth. Word of mouth recommendation influences can highly enhance the outcome of any commercials.
That message effectively guides the consumer through the buying process but the best ad gets the consumer’s attention initially but it’s the actual experience with the product that sells the slogan.
Every time a customer decides to use your product, whether it is the first or the second time, they will be likely to stick with your brand.
In other words, if the customer purchases the product and finds that her skin becomes smoother, she will have no regrets and will continue using the product of the brand. In addition, they are more likely to ask for a similar service from the brand that provided them with quality work.
On the other hand, when a customer buys a product and it does not deliver on its promise then the customer will be angry and disengage from the product, thereby canceling out the impact of the ad.
This is why the quality of the products and the experience of the consumer always are the core values of any advertisement campaign. Any good product means that behind the ad is as convincing to come and buy as the ad made the customer come and buy in the first place.
Conventional wisdom in most advertisements is focused on getting new customers, however, it is equally if not more important to retain those customers. Great service sells the first time, but it’s the quality of the product that has customers coming back again for more.
When the product meets or even goes beyond what was depicted in the advert, the customer feels good and will support the brand.
Thus, while developing a variety of strategies, building a great product serves as the foundation for customer loyalty. Consumers satisfied with a product are likely to repeat their purchase in the future and speak to others about it, making every future ad efficient for the brand.
Another reason great ads require great products is the exercation of what I call the feedback loop. Customer or client feedback in the form of comments, questionnaires or feedback indicate how well a product is performing.
This feedback can be used to fine tune future products to the matrix as well as fine-tune the ads message.
This means customer feedback not only enhances the product but also keeps the ad campaign in line with good customer taste. This means that the ad has to change continually as the product develops, and the message has to change as well, to cater for the ever-growing customer demands.
A great product is an effective way to promote a brand and the need to do this is becoming more urgent, as the competition is growing more intense all the time.
While doing business in several industries there are usually so many brands dealing in similar products, but the quality and distinctive attributes of your product will make the difference. An ad can call for attention, but the product’s attributes are what will stick in consumer’s minds.
The outcome of this is that customers who discover the product offers superior quality when compared with other related products in the market will come again and even recommend others to use the brand.
When you have a product that is established to be unique and of high quality, the results you achieve with your advertisements are greatly boosted.
Consumers will be in a position to take an action on the ad massages, in the event that they have conviction that they are accessing the real value of the product in the marketplace than the competitors.
Fundamentally, a great product guarantees that whatever money is spent in the advertisement is worth it. Techniques like click through rates or number of clicks per ad may work wonders for getting the attention of the people but where’s the product when needed to deliver the traffic?
Nevertheless, in cases where they are associated with quality products, sales and repeat patronage are achieved hence high ROI.
A product that meets the customer’s expectations will make the customer generate repeat business and reduce the cost of acquiring the particular customer in the future.
Good ads bring people to the product page; the product itself is what manages to sell the item and bring people back for more. By having a great product, then when you spend a lot of money in advertising, you will gain much because of the increased sales and customer base you attract.
It is very important to understand that excellent advertisement can open sales for your brand during the short run, but this should not be the focus of your brand if it does not have a great product to take to the market.
Customers today are informed of other reviews, Social Media Content, and comparisons. In the case where a product does not meet these expectations in the market, then it will lose its steam and the brand’s effectiveness will reduce.
This way, both a strong product combined with a good advertisement contribute to the fact that the brand will stay competitive, be able to respond to trends in the market and the needs of the consumer.
Before committing substantial ad spend on Amazon FBA, it’s crucial to ensure that the product you’re promoting has viable market demand and the potential to generate a solid return on investment (ROI).
Running ads without co branding product viability can lead to wasted resources, low conversions, and frustration. Therefore, testing Amazon product viability is a vital step in ensuring that your ad campaigns will be successful and cost-effective.
Here’s how you can effectively test the viability of a product before committing significant ad spend on Amazon FBA:
Before launching any ads, it’s important to conduct market research to gauge the demand for your product. Market research helps identify whether the product has a strong existing audience and potential for growth. This includes researching competitors, trends, and customer needs. Here’s how you can start:
Use tools to find relevant keywords with search volume. If a product is getting a lot of search traffic, there’s a strong demand for it. These keywords can give you insights into how competitive the market is and whether the product has the potential to attract customers.
Analyze the top-performing competitors in the same product category. Look at their customer reviews, pricing strategies, and marketing tactics. This will help you assess how your product compares and identify any gaps or opportunities in the market.
Platforms like Google Trends or Amazon’s own Best Amazon FBA sellers list can help you track product interest over time. Consistent or rising demand indicates that the product is in a sustainable market.
By conducting thorough market research, you can avoid investing in products that don’t have sufficient market demand or are overly saturated.
Before allocating paid ad spend, test the product with organic traffic to gauge its appeal and performance. This can be done by optimizing your Amazon product listing for search visibility and relying on organic search results to drive traffic to your page. Here’s how to approach this:
Make sure your product title, description, bullet points, and listing images are optimized to improve visibility in Amazon search results. Include relevant keywords and clear product benefits to attract potential customers.
Use platforms like Instagram, Pinterest, or TikTok to promote your product organically. This allows you to test how well it resonates with your audience before investing in Amazon ads.
Track metrics like click-through rates (CTR), impressions, and conversion rates. If organic traffic leads to sales and positive reviews, it’s a good sign that the product has strong viability and potential.
Testing with organic traffic can provide valuable insights into how well your product performs in the marketplace without incurring ad costs.
Once your product has organic visibility and some traction, the next step is to test with a small-scale paid campaign. Instead of committing large amounts of ad spend right away, launch a small, focused Sponsored Products campaign to test the product’s appeal to your target audience. Here’s how to structure the test:
Use the keyword research you conducted earlier to select high-intent keywords for your ad campaign. Choose keywords that are specific to your product and align with customer intent.
Allocate a modest daily budget to test the campaign. The goal is to gather data, not to generate large-scale sales initially. Set your budget at a level where you can monitor the performance without overspending.
Choose automatic targeting for Sponsored Products initially. Amazon’s algorithm will help you find the right audience. After gathering data, switch to manual targeting to refine your strategy based on what worked best.
Track key metrics such as CTR, conversion rate, and ACoS (Advertising Cost of Sale). Low ACoS or high conversions mean the product has strong potential, while high ACoS and low conversions may suggest the product isn’t resonating with customers.
By starting small, you can reduce the risk and scale your ad spend gradually based on the product’s performance.
One of the most important steps in testing product viability is gathering and analyzing customer feedback. Positive reviews and testimonials can be strong indicators of product viability, while negative feedback may highlight areas that need improvement. Here’s how to effectively gather feedback:
Pay close attention to your product’s customer reviews. Look for common themes in both positive and negative feedback. Are customers satisfied with the product quality? Is there something consistently mentioned as a potential improvement?
Customers often ask questions about product details before making a purchase. Analyzing these can help you understand if there are any doubts or concerns about the product.
You can also reach out to customers via email (if allowed by Amazon) or social media to collect more detailed feedback. Ask them what they like or dislike about the product and if they would recommend it to others.
Customer feedback not only validates the product’s viability but also provides valuable insights that can help refine your marketing strategy.
Before committing significant ad spend, it’s essential to evaluate whether the product is profitable. A product that performs well in ads but doesn’t offer sufficient margins will likely lead to financial losses. Here’s how to evaluate the product’s profitability:
Calculate the cost of manufacturing or purchasing the product. Factor in shipping, Amazon fees (such as referral fees and fulfillment fees), and any other overhead costs.
Analyze your product’s price in relation to similar products in the market. If your product is priced too high or too low, it may impact your ability to generate profits or attract customers.
Use Amazon’s Advertising Cost of Sale (ACoS) metric to determine how much of your revenue is going toward ad spend. Aim for an ACoS that allows you to maintain a healthy margin.
If your product offers high margins and you’re able to attract sales through advertising, it’s a sign that the product is viable for scaling up ad spend.
Once you have launched an ad campaign, monitor it regularly and be ready to adapt based on the data you collect. Key performance indicators (KPIs) such as conversion rate, CTR, and ACoS will tell you how well your product is resonating with customers. Use this data to adjust:
If a product is performing well, you can increase your bid to secure higher ad placement. If it’s underperforming, consider lowering your bid or refining your targeting.
If you’re seeing low engagement, test different listing images, ad copy, or keywords to see what resonates best with your audience.
If customers are clicking on your ad but not converting, revisit your product listing to ensure it’s optimized to convert visitors into buyers.
Adjusting your campaigns based on real-time data ensures that you don’t waste money on ineffective ads.
Finally, it’s important to assess the long-term demand for the product. A product might show strong early performance, but it’s essential to determine whether this demand will be sustained over time. Look for signals like:
Does the product experience demand spikes during specific seasons? If so, how will you adapt your advertising strategy to capitalize on this?
Keep an eye on any market trends or emerging competitors that might affect the demand for your product in the future.
Craft a winning Amazon ad with AMZ One Step
Hi there! I’m the content marketing and branding specialist for AMZ One Step. I work hard to create engaging and informative content that helps our readers learn more about Amazon selling and how to make the most of their businesses. I love spending time with my family and exploring literary works when I’m not writing or working on projects.
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