Optimizing Amazon Ad Spend for Natural Health Products
Selling natural health products on Amazon comes with big potential—but also big competition. If you're in the wellness space, knowing how to make the most of your Amazon ad budget is a game-changer. Here’s a straightforward guide to help you get better results from your ads and boost your bottom line.
1. Nail Compliance and Optimize Your Listings First
Before you even think about ads, make sure your product listings are in top shape and fully compliant. Amazon has strict rules for natural and holistic health products, and getting this part right saves headaches later.
Stay on the Right Side of the Rules: Make sure any claims you make are backed up and meet regulatory standards. For sellers in Canada, for example, that means having a valid Natural Product Number (NPN).
Use Smart Keywords: Include relevant, descriptive keywords in your titles and bullet points—but keep it natural. Think about how real people search for your products.
Invest in Great Visuals: High-quality product photos and A+ Content (if you’re brand registered) can go a long way in turning browsers into buyers.
Be Clear and Accurate: List dosage details, certifications like organic or non-GMO, and any necessary warnings. Transparency builds trust.
2. Lay the Groundwork for Smart PPC Campaigns
Amazon PPC is powerful, but without a solid strategy, it’s easy to burn through your budget.
Start with Automatic Campaigns: These are great for uncovering what search terms people are actually using to find your product.
Then Go Manual: Once you see which keywords are converting, build manual campaigns around them for more control over your bids and targeting.
Mix It Up: Use a blend of broad, phrase, and exact match keywords. And don’t ignore long-tail keywords—they’re often cheaper and highly effective.
Target Your Competitors: Use product targeting ads to show up next to similar or competing products. It’s a great way to grab attention from shoppers already in buying mode.
3. Watch Your Performance Like a Hawk
You can’t set it and forget it. Keep tweaking and optimizing to make sure you’re getting the most bang for your buck.
Track the Right Metrics: Keep an eye on click-through rates, conversion rates, and return on ad spend (ROAS). These numbers tell you what’s working.
Adjust Your Bids: Boost your bids for keywords that are bringing in sales, and cut back or pause the ones that aren’t pulling their weight.
Use Negative Keywords: This helps block irrelevant traffic and avoids wasting money.
Test Creatives: Try different versions of your ad copy and images to see what resonates best.
4. Keep Your TACoS in Check
Your Total Advertising Cost of Sale (TACoS) is a great indicator of how balanced your ad and organic sales are.
Improve Organic Ranking: If your TACoS is too high, take a fresh look at your listing content. Strong organic rankings reduce your reliance on paid ads.
Lean Into Seasonality: Run short ad campaigns during key seasons—like immune support during cold and flu season—to boost visibility.
Bundle Smartly: Offer product bundles to increase your average order value and help your listings perform better in Amazon’s algorithm.
5. Build Trust with Social Proof
Shoppers in the natural health space are cautious. They want to know they can trust your product.
Encourage Reviews: Use programs like Amazon Vine or post-purchase emails to collect honest feedback from customers.
Educate and Inform: A+ Content, FAQs, and videos are great ways to answer common questions and highlight the benefits of your product.
6. Stay Agile and Adapt Quickly
The health and wellness category changes fast—regulations shift, and new competitors pop up all the time.
Keep Up with the Rules: Stay current with any changes to Amazon’s policies or health product regulations.
Cut What’s Not Working: Don’t let underperforming ads or keywords drain your budget. Review regularly and make smart cuts.
Final Thoughts
Getting Amazon ads right for natural health products isn’t just about setting up campaigns—it’s about continuously improving your listings, dialing in your targeting, and adapting to what works. With the right mix of compliance, creativity, and data, brands can scale sustainably and make every dollar count.
Need help navigating Amazon’s ad landscape? A digital marketing agency that understands both health product compliance and performance marketing can make a big difference.