How to advertise on Amazon variants? How to advertise?

Merchants who have opened stores on Amazon should all know about variants, which is a concept on the Amazon platform. It refers to different models of the same product, which will exist in one listing. So how to advertise Amazon variants?

How to advertise Amazon variants?

Opening promotional ads for products with multiple variations can not only provide consumers with more shopping cart options, but also increase the time consumers stay on the product page. It can also help sellers promote new products and boost sales of slow-moving products.

When a product has multiple variants and the merchant does not know which variant to use as the main variant, all variant products can be placed in the same ad group and automatic delivery can be enabled. After the merchant has set up automatic ads for all variants for a period of time, the merchant can use automatic ads to filter out unique keywords for different variants, such as specific colors, sizes, model features, etc., to discover shoppers' preferences and find the main variant. Then, a separate ad can be set up for this variant that has better monetization and is popular with consumers, and keywords can be delivered.

After the previous step, we split all the variants into two camps, put the variants with better performance in one camp, and the variants with average performance in another camp, and then reallocate the advertising budget. The camp with better performance increases the budget, and the camp with average performance allocates an appropriate budget

Manual ads can be opened separately for variants with better performance. In order to allow better variants to obtain more ad positions and more traffic, more accurate keywords can be filtered out based on automatic ads and added to manual ads to further optimize the ads.

After finding a relatively excellent variant, we can promote this variant as the main product. This can save more advertising costs and increase the advertising budget to promote the sales and ranking of this variant, so that this variant can drive other variants. If the product has many variants, we can promote three or four variants with relatively good performance.

In general, when advertising Amazon variant products, you can put all multi-variation ASINs in the same ad group and enable automatic delivery, or create a separate automatic ad to automatically start generating traffic.