Amazon is undoubtedly an eCommerce giant, and advertising on the platform with Amazon Ads is key...
Shoppers have gone to small screens as mobile devices take the experience of online shopping to the next level. Since 54.18 percent of mobile users took up the total global internet traffic in 2021, it’s no surprise that Amazon caters to over 98 million mobile shoppers in the US alone.
Digital Transformation Set in Motion
Industries and consumers of all backgrounds have been embracing the demand to push forward with the inevitable digital shift. The pandemic fast-tracked the process across the world, proving that the ability to adapt to agile environments and fully integrate online solutions are the future for the modern market. This means online shopping is now the new standard for anyone with a smartphone.
Now that people whip out their phones to shop, it’s essential to understand how to optimize your store for mobile users. If you’re looking to boost sales, you want your Amazon business to provide an engaging experience no matter the size of your customer’s screen.
Amazon Ads: The Key Differences Between Mobile and Desktop
If you’re familiar with SEO, then you know that mobile responsiveness is vital for businesses that want higher traffic and a credible online presence. This is especially true with Google, who now relies on mobile-first indexing as its essential ranking factor.
Optimizing your Amazon ads for mobile seems straightforward at first glance, but your product listings and Amazon PPC campaigns won’t be as eye-grabbing on smaller screens. It’s important to understand that customers don’t have the same luxury of easily spotting ads the same way as they appear on a desktop.
A Look into Amazon’s Desktop Experience
Desktop users can supercharge their shopping experience since websites are designed to share information-rich and compelling content at their disposal.
There’s a lot of variety to play around with and a higher chance of boosting organic results since desktop browsing allows for in-depth product details. It provides easy opportunities to advance the user’s journey by showing “frequently bought together” and “compare similar products” sections. Overall, your advertising scope on bigger screens is more expansive.
A Look into Amazon’s Mobile Experience
When showcasing Amazon ads on mobile devices, stores can skyrocket their visibility compared to advertising on desktop since successful ads are in the spotlight at the top of search results. However, this also means getting the third or fourth position in Amazon’s search results won’t be as profitable. Because of this, your Amazon ads strategy should be optimized for mobile visibility.
What are the Challenges?
The shopping experience is different depending on where your customer is. When they are on Amazon's website, there are many things to read about your product. With a smartphone, the ads have less information than when you are on a computer, making it more challenging to draw attention to your product.
Shopping on a desktop offers the advantage of exploring bulleted information that is placed above the fold. This is an excellent way for shoppers to dive deep into your product description.
On the other hand, Amazon ads on mobile devices only highlight the title, review count, price, and images of your products. This means consumers have to make an effort to scroll down if they want to explore your product listing’s additional features.
The fact that you have to improve on your ad’s visibility makes mobile responsiveness a marketing challenge, one that increases the risk of overlooking important highlights of your product content. The kind of intuitive navigation and quick buying experience that Amazon built for desktop will feel more like an on-the-go hunt for information and restricted browsing on mobile devices. To make sure your product shows up, you'll need to bump up the search rankings, design creative ads and listings, and invest sometime into leveling up your Amazon PPC campaigns.
How to Optimize Amazon Ads for Mobile
Before you can enhance your Amazon Ads for mobile users, it’s crucial to have a clear overview of what mobile shoppers see when browsing on their smartphone. What exactly does an Amazon Mobile Search Ad look like?
● On the mobile product detail page, the Sponsored Products Ads appear at the Top of the Search (TOS) results, while Sponsored Display Ads are at the Rest of the Search (ROS) or Bottom of the Search (BOS).
● Images on Sponsored Display Ads often struggle to load images fast enough, which causes customers to scroll past them and lowers your product listing’s visibility.
● Sponsored Products Ads found on the product detail page, on the other hand, produce better impressions and reach, both of which help widen your discoverability.
Here are some tips you can use to refine your Amazon mobile ads strategy and set results-driven campaigns for your listings.
Improve your Amazon Listing for Mobile Ads
- Be sure to keep your title within 80 characters only.
- Improve page loading speed by displaying no more than seven of the best product images.
- Keep in mind that A+ appears before the description in case your ad uses it.
- When showcasing your product description, only display the first 200 characters that summarize the highlights of your product details.
- You can improve the product description by writing concise details of your products and emphasizing key features using bullet points. Be sure to add the bullet points after the description since mobile prioritizes details instead of the bullet points.
- Improve your listing’s scannability by keeping your features section brief, beneficial, and relevant.
- Make your product titles more readable and visually appealing by breaking them into scannable sections.
Keep in mind that writing for your production description and features section are different. While they’re two peas in a pod, since both strive to expound on your product’s benefits, it’s better to optimize these two dedicated sections by using your description to demonstrate your brand from a more dynamic angle.
Writing with the intent to share a narrative gives your products a stronger sense of realness for people. This increases their confidence in your brand as a reliable store, which pushes them to make a purchase. The description page also leaves more room to delve deeper into the practical applications of your product. This gives customers a chance to imagine how your brand can impact their everyday lives. Meanwhile, you can improve the impact of your feature’s section by using it to summarize the benefits and key aspects of your product. You can use the description section to tell a story about your product. You can use the feature section to describe the benefits of your product and why people might want it.
By understanding your medium, you can make nuanced adjustments to your Amazon ads so you can optimize your efforts, propel your visibility forward, and make productive decisions for your campaigns.
What are the Must-Have Elements of Optimized and Effective Amazon Ads for Mobile?
● Name of the product
● Star rating
● Price
● Promotions of any kind
● Size and color options
● Screen-wide CTA
All these details should be viewable without forcing the user to scroll down. The elements above need to be close to each other to strengthen your mobile visibility and lower your overall bounce rate. After all, customers can easily drop their interest in your store if they find it a hassle to pick the right size, color, or even find the price list. Learn more about Amazon’s graphic specifications that are best for mobile here.
The Bottom Line: Amazon’s Metamorphosis to Mobile Shopping
It’s easy to think that the buying experience on mobile or desktop is one and the same, but both platforms have unique qualities that make shopping feel different. As technology advances, it enhances the landscape by solidifying the buyer’s journey using mobile-driven strategies.
After all, the mobile experience takes the appeal of online shopping to greater heights thanks to the improved convenience and even more instant gratification it provides. With the transformative impact of today’s mobile-first mindset, your Amazon business should spot the best way you can use mobile customer shopping traffic to your advantage.
Understanding the nuances of Amazon ads on desktop and mobile ensures you have insight into how these two mediums can generate results for your business. The way ads are displayed creates a completely new experience for your shoppers, so spotting the difference allows you to sell better no matter what platform!
Optimizing your Amazon Ads for Mobile and Desktop
Visibility is one of the driving factors that generates profitable results from your Amazon ad efforts. Optimizing your ads strategy for mobile and desktop can be a challenge for sellers who wear many hats while running a business. This is where Amazon PPC management tools can help take your marketing needs off your plate.
Utilizing Amazon PPC services like Simpliworks gives you an edge against your competitors by boosting your visibility with keyword tracking and automation. If you're thinking of using Amazon advertising for the first time - or have been using it for a while but are unsure if you're getting the most from your campaigns - explore how Simpliworks - An Amazon account management company can take over your marketing department and take your online presence to the next level.
