As more advertisers flock to Amazon for its revenue-generating ad capabilities, the competition continues to heat up.

Subscribe to our blog to get tips on how to stay ahead of the game with your Amazon advertising efforts. In the meantime, in our latest post, we offer five quick pointers for fine-tuning your campaigns.

Protect Your Turf

As in the paid search world, brands need to make sure they’re bidding on their own brand terms. If they don’t, competitors may see it as a conquest opportunity and muscle in on your territory.

Review Search Queries

Utilize the data from Amazon’s search term report to set up new manual campaigns with keywords not included in their automatic campaigns. You can also add unrelated queries as negative keywords or apply negatives to specific ad groups if certain queries appear in the wrong group.

Build a Store

Brands need to have a solid landing page for customers and potential customers coming from external sites or Sponsored Brand ads. Similar to a corporate website, this might not fall under the role of the person managing paid media, but it’s crucial to ensure that the advertising investment pays off by providing customers with a good brand experience on Amazon.

Rev Up Your Product Details Page

This is an important part of the conversion funnel, with plenty of space for brands to put quality content in front of shoppers—but there’s also room for Amazon to place things like a table comparing similar items. Brands are now investing in their own comparison charts, which show up a little higher on the page.

If a shopper is looking for a printer but the one they initially clicked isn’t right, the vendor can show its other printers in a chart comparing price and specifications—before the shopper gets to Amazon’s chart—which may lead them to a competitor’s product.

This also may not be the domain of the digital marketer, but brands should ensure a quality landing page experience to get the best ROI on their Amazon ad spend.

Test, Test, Test

Does it make more sense to show the brand logo or an image of the product? What should the wording in the headline be? Which products should be shown and how do the products line up with the keywords? As in all areas of digital marketing, testing is key.