Amazon PPC Strategies Every Seller Should Try in 2022
Amazon PPC offers businesses the chance to put their product before customers without needing to get traffic from other sources. However, with every competitor on Amazon the traffic you get isn't given to you. To succeed in the present it is essential to implement an organized Amazon PPC strategy to stay one step ahead of your competition.
Organic vs Paid Sales Some notes before we get deeper into Amazon PPC strategy. The information in this article will aid in optimizing your PPC advertising campaigns, remember you cannot completely rely on advertisements to bring in sales. It is important for ads that increase your organic rank. Make sure you are aiming for 70 to 75 percent of your sales occurring organically, to ensure profitable profit margins. When you're putting together your ads , ensure that you are within your PPC budget.
Automated campaigns usually have less cost, but they target broad keywords which might not be as effective. When you use manual campaigns, you can control the process because they give you the precision to bid and choose those keywords that are most pertinent to long tail. Both are a part of the general PPC strategy, however most advertisers prefer manually-run campaigns than those that are automated (up to 90% in certain).
Amazon PPC Strategies For You To Test 1. Start Hyper-Focused, Move-To Broad With Keywords This method is perfect for anyone who is launching a brand new product or who is just beginning with becoming the Amazon seller. In the beginning, you should not start competing on broad keyword. Your budget could be wiped out and you'd have nothing to show for it. For starters, you should choose long-tail keywords which are easy to bid on because you don't have the money for the top-selling companies within your field. For instance, for your own situation, you'll want to start with a search term like "black leather desk mat". You can't afford to compete against the top-selling brands in your field. Once you've gained some recognition with your precise long-tail keywords, then you are able to begin targeting broad keywords, such as "leather desk mat" or "desk mat black". This way it is possible to gradually increase your keyword list until you earn sales and a good return on investment. The last stage is to bid for the most general keywords which are the most costly to bid on. "Desk mat" would be an example of a broad keyword that you can compete for in this last phase. When you begin to expand further in your marketing campaigns make sure you're looking at those keywords that have performed the best in previous campaigns , to ensure you have the best chance of success. Don't switch "black leather desk mat" to an untested "mouse pad" just because it has a greater number of searches.
2. Rank Optimization The second strategy is to pay particular attention to how your listing of products is placed.
You'll need to be focused on the keywords you use and your bidding in accordance with the page your listing appears on. In the beginning, you'll determine the most effective keyword for the listing, and monitor their current rankings. If your website is visible beyond page 5 It is important to narrow your search to just the terms that bring your sales. Make your bid low as reviews and conversions build up to boost your rank. If your listing appears on pages 2-5, you're getting more traffic. Keep bidding continuously to gain momentum, and allow Amazon to continue to improve as time passes. You don't want to drain your budget for advertising and need to stop running campaigns when you're beginning to see your budget increase. However, once your website is on page 1 or 2 then you can begin to increase the amount you bid on your most popular keywords to be in the top positions. If you get to the first or second page of your results, then you might be tempted to create another campaign for other keywords with potential. You can go using the same procedure until your website has high rankings for several keywords. Be aware of keywords that are consuming your budget for advertising by generating clicks but no converts. Include them in your list of negative keywords.
3. Amazon Product Display Ads Product Display Ads are able to employ several strategies. The first is focused on showing other products on your own product pages. If you are a seller of phone cases as well as screen protectors and phone cleaning kits and phone charms, you could make use of Product Display Ads on your own web pages to promote products which complement each other to boost your average purchase value. Another option is to make use of Display Ads for Products on your indirect and direct competitors' websites. You can target indirect competitors pages that offer products that are similar to yours. For instance, they may sell screen protectors that work with the cases for your phones. Or , you could make direct competition, for instance, another seller of phone cases, and you could try to lure some of their customers towards your brand instead. It is also possible to launch three different campaigns aimed at specific types of pages to determine which one is the most effective for your particular product.
4. Try Group Variations Sellers that offer multiple variations of the same product run the possibility of keyword cannibalization when they have ads for each ASIN child. To prevent this from happening, and as a bonus you can increase the average value of your orders You can try groupsing your options together and offering them as packs. So, you're running ads for one item technically, and this is much better to the PPC budget, however you're increasing awareness among your clients for every one of your products, too. If you're selling exfoliating soap that comes in three different scents. It would be a good idea to add a list for an assortment of products that includes each scent and add your advertisements to the listing. The customer also has the benefit of understanding the various items you have to offer, and you gain the advantage of not using up your Amazon PPC budget on three different ads which could be competing against one another. The advantages of this method will naturally be passed on to your personal soap listings, because those who view the ad and are just looking for one of the soaps immediately know where to find it. Customers who purchase the set and find one they like will be able to return to place an order on the specific listing.
5. Run Campaigns for your Top Variations If grouping your options isn't something you'd prefer to do, then you can instead concentrate the Amazon PPC budget on your most popular variant. If you focus on your best seller, you're making your advertisement stand out to have the best likelihood of success because you know that your clients will purchase your product; however, you're also helping improve the rank of other variants too. Maybe your soap with cucumber is the most popular one So you make your ads to promote it. However, once your customers land on your page they are shown two different scents. In the event that one of the scents appeals to those who like it, or if they'd like to test out a new product or scent, they could purchase the scent regardless of the ad that they clicked. To make this method work you'll need your variants set up as child ASINs, of course, however, it will be used for a variety of items.
6. Structure Campaign based on Product Performance When constructing Amazon PPC campaigns, marketers often organize their products around the most effective keywords for their products. But, within this same phrase, certain variants of products receive more click-throughs and converts over others. This means that the more effective products are getting their ad costs increased by the less performers within the campaign. To prevent this from happening, you must determine which products are among the best performers, and then develop separate campaigns for these products. This gives you greater control over your advertising costs and increases your overall budget. This method will also increase the rankings of the most effective products faster.
If your top and bottom-performing products were put together within a campaign that brought down the average conversion rate and click-through rates the algorithm of Amazon will take into account when determining the product's rank. Since the most successful products have been incorporated into their own marketing campaigns The metrics will be more impressive and result in a better ranking of the product.
7. Target Products that appear in Google/Facebook Ads Product Targeting ads don't only permit you to target your own ASINs however. They also let you focus on your competitors' products too. There are likely to be competitors who are investing funds outside Amazon PPC to drive traffic to their services. They'll have their ads popping across Google AdWords and Facebook. You can use this for your benefit. In order to do this, you'll create Product Targeting Ads that target the ASINs of those products which effectively take advantage of the traffic that they're paying for in order to increase your reach impact.
8. Experiment With Different Bids And Match Types Similar to any marketing approach test, experimenting with different factors to discover the one that works best is suggested.
Don't be afraid to try manual and automated campaigns, different bids and swapping out exact match keywords in exchange for phrases that match. In general broad keywords do better in automated campaigns than phrases as well as exact match keywords however all other keywords must be checked. It is recommended to make multiple campaigns using the same keywords , but with different types of keyword match or bids, and then see which campaign is delivering the greatest outcomes. Then you'll need to choose the one that is the winner and try another factor. You'll need to monitor the effectiveness of your keywords as well as ACoS, CTR and the overall performance for each campaign to identify the patterns of what is working.