If you want to be competitive on Amazon in 2021 and well beyond, you must have a solid Amazon PPC management plan in progress.
Amazon Pay-per-Click (PPC) is the company's in-house advertisement scheme. Professional sellers may use Amazon PPC to generate ads for their goods that appear for specific keywords in Amazon's search results and competitor product listings.
Is your company a seller on Amazon? If so, an Amazon pay-per-click (PPC) campaign might be ideal for you! Amazon PPC allows the company to gain a prominent spot in Amazon search results, which can lead to increased and improved sales for your business.
Although it is easy to set up an Amazon store, gaining attention takes time. With so many sellers vying to sell the same commodity, gaining the visibility required to generate sales is difficult. As a result, leveraging your store with an Amazon promotional campaign is your best bet for selling on Amazon as quickly as possible.
Are you ready to create an Amazon PPC campaign? Here are some pointers to get you started.
Let's get started
Table of Contents
- 1 What is Amazon PPC?
- 2 What is the Significance of PPC for Amazon Sellers?
- 3 Conclusion
What is Amazon PPC?
Amazon PPC is the advertisement tool that Amazon provides to its third-party vendors. It enables sellers to develop marketing campaigns for their goods and then charges them every time a potential buyer clicks on and watches their ad.
But, before we get into the specifics of PPC, it's critical to consider Amazon's core PPC metrics. Amazon explains each one as follows:
- ACOS (Advertising Cost of Sales): The percentage of attributed sales expended on advertising. This is determined by dividing the total advertising budget by attributed sales. For eg, if you spent $4 on ads and received $20 in attributed revenue, your ACoS will be 20% (i.e. $4/$20 = 0.20).
- Attributed Sales: The total product sales produced by clicks on your ads within one week. Since your sales data can take up to 48 hours to populate, sales data will not be available in the ‘Today' date range and may be postponed to the ‘Yesterday' date range. Specific sales totals for advertised goods and other products can be found in the Campaign Performance report.
- Impressions are the number of times your advertisements were seen. It can take up to three days to delete invalid clicks from your reports once they have been detected. Because of click invalidation, clicks from the last three days may be adjusted.
- Clicks: The number of times your advertisements were clicked. It can take up to three days to delete invalid clicks from your reports once they have been detected. Because of click invalidation, clicks from the last three days may be adjusted.
What is the Significance of PPC for Amazon Sellers?
Amazon Pay-per-Click (PPC) ads are the simplest way to get your products noticed on Amazon. After all, Amazon has millions of items, and you don't want your listings to get lost in the crowd.
Although your organic ranking — the position in search results where your product appears naturally — is relevant, advertisements help expand your product's reach on the site.
An Amazon Pay-Per-Click (PPC) campaign will help you sell more products, sell them quicker, and improve your organic rating if it is properly created and maintained.
Now let's discuss some killer Amazon PPC campaign tips :
1) Keep your Campaign Structured
All of the advertising campaigns must adhere to the same theme. They can be broken down in a variety of ways, including:
- Product category
- Top selling products
If you do not adhere to the same advertising structure, you can end up with duplicate advertisements due to overlap. Staying organized will make managing your campaigns simpler and less confusing for you and your team.
2) Make Sure your Targeted Keywords are in the Product Listing
One thing organic and paid traffic on different sites have in common is that they all want to have the best user experience possible. The best way for platforms to do this is to have relevant results for every user quest.
As a result, Amazon and other advertising outlets are likely to avoid displaying advertisements that do not appear to be connected to their respective landing pages.
To stop your ads not appearing, demonstrate to Amazon that your product listings are important to your ads by including your target keywords in the copy of your product listings. Keep in mind that this addition must be strategic and not apparent.
Otherwise, prospective buyers will find it difficult to read your listings, and the main goal is to convert them.
3) Test Some of the Automated Functions
Amazon allows you to create both automated and manual ad campaigns. Although manual campaigns offer you the most control over your campaign, certain automated features can be helpful.
Keyword research is the most important automated function that can be useful. After running an automated campaign for a product category for a few days, you will compile a list of search terms that would fit best for your product, and then put those terms in a manual campaign.
If you are using the automated campaign for research purposes, be sure to avoid it so that you do not waste money. This strategy does not preclude you from conducting manual keyword analysis, as it may uncover keywords that Amazon can overlook.
4) Have Similar Products
When you create ad groups for your Amazon PPC campaign, you will have a list of items and keywords to use to position your ads. Since all of the products in that category should appear for the keywords you've chosen, having products that don't correspond to the keywords will result in no conversions.
For example, if you have an ad group focusing on the product category of keyboards, including a monitor in that segment is unlikely to result in conversion because the customer is searching for a keyboard rather than a monitor.
5) Keep an Eye on your Competitor's Keyword
If you can identify the keywords that work better for your rivals, you can be able to open up new markets for your goods. These can then be incorporated into your campaigns, to yield similar results.
You may be wondering, "How do I do this?" You can do it manually or with online software. Doing it without the help of a tool can be very boring and time-consuming, so you'll be better off using an online tool.
There are several resources available to help you identify keywords worth targeting, such as Keywords Anywhere and Sonar. More online resources can be found by simply searching for them on Google. These tools aim to provide you with more information about your competitors' keywords in a less time-consuming way!
6) Set Bids Based on Efficiency and Value
You can't bid the same amount on all keywords because not all of your items have the same profit margin. Otherwise, you run the risk of wasting money on low-profit goods. Choose the keywords with the greatest potential for profit and bid higher on them.
Simultaneously, choose keywords associated with low-profit goods and lower their bids following your target advertisement cost of sale. After all, you aim to make a profit, not to break even or lose money.
Bear in mind that if your campaigns are brand new, you'll need to increase your bids to obtain search history. If you don't have it, Amazon will prioritize other, more senior competitor campaigns that have proven to drive sales. You'll be able to return to regular bidding once you've gained search history and sales.
Amazon advertising is an important part of many eCommerce retailers' digital strategy. Because of Amazon's size and popularity among customers, generating sales on the platform is not only a must but also a requirement for retailers looking to expand their businesses.
Contact Visiture's Amazon PPC management team if you need help ensuring and maximizing growth in your Amazon advertisement campaigns, as well as optimizing your performance for optimum returns. Our team of Amazon marketers will help your company stand out from the crowd and achieve a high return on investment on Amazon campaigns.