Expert Tips to Optimize Amazon PPC campaigns
Wait until you see how competitive Amazon advertising is if you thought selling on Amazon was competitive. PPC (pay-per-click) campaigns on Amazon are a must for getting your name out there and generating sales, but poor campaigns will always struggle to acquire even a modest footing against more seasoned merchants.
1. Find the best keywords The success of your Amazon PPC campaigns is dependent on selecting the proper keywords for your ads. Because your keywords dictate where and when your ads show, you'll want to choose the most popular options. However, the most popular options also have the greatest competition and are usually the most expensive. Because Amazon PPC keywords aren't always straightforward, it's best to get creative with your approach. You'll need an SEO tool that reveals the success of particular keywords for the greatest results, or you can work with a business that already utilizes one if you don't want to acquire one. Long-tail and full-sentence keywords have grown in popularity in recent years, thanks to voice searches from virtual assistants like Alexa and Siri.
When utilizing voice controls, users are more likely to talk in entire phrases than when using traditional search engines. Negative keywords are also highly suggested to prevent your adverts from appearing in unrelated searches. Restricting where your ads display saves you money on impressions that aren't beneficial to you and makes your ad budget more efficient.
2. Match the right ad types to sales funnel stages Sponsored Products, Sponsored Brands, and Sponsored Displays are the three types of ads available in Amazon PPC campaigns, each with its own set of benefits and goals. It's best to use each ad type at the proper time, especially in relation to the stages of the sales funnel, to maximize the success of your Amazon PPC campaigns. The sales funnel describes the steps a customer takes to make a purchase, from discovering a product or brand through completing a transaction. These stages are reduced using the most popular form, the AIDA model: ● ● ● ●
Awareness — the shopper discovers a new product or brand Interest — the shopper researches the product or brand, and its competitors Desire — the shopper develops an intent to purchase and explores options Action — the shopper follows through on a purchase
If you want to acquire a larger consumer base or raise brand awareness, Sponsored Brands advertising are ideal for the top of the funnel. Sponsored Products and Sponsored Display advertising are best used at the bottom of the funnel, when you already have a good customer base but need to increase conversions.
3. Build a strategy based on budget The beauty of Amazon PPC advertising is that you may spend as much or as little money as you desire. This makes tailoring your Amazon advertising to match any budget simple, but only if you know how to spend wisely. For testing and optimization, large budgets of more than $500 per day are ideal. You can experiment more until you find what works best for your brand, and you can play the field by using larger keywords with incomplete matches.
Automatic targeting programmes, which you don't have to micromanage, are also more suited to large spending. Simply check in on a regular basis to evaluate what works and what doesn't, and adjust your advertising accordingly. Smaller budgets, such as $10 a day, are far more common, particularly among new and inexperienced vendors. If you're on a limited budget, avoid wide keywords because they're more expensive. Although you're on your own for keyword research without the funding to experiment, it's best to be precise with accurate keyword matches and Manual targeting to save money on ads. Related Post : Amazon PPC Course 2: Budget & Amazon ACoS Calculation
4. Review performance weekly As appealing as it may be to simply let your Amazon PPC campaigns run on their own, this method is inefficient. You should analyze the performance of your campaigns on a frequent basis, at least once a week if possible, to keep things running smoothly. Checking your Amazon PPC analytics highlights areas where you may improve and allows you to tweak each campaign for the best results. Keep a watch out for ineffective keywords and poor ads in particular. Setting your most critical key performance indicators (KPIs) ahead of time is always a good idea. Then you'll be able to track each campaign's progress week by week with more accuracy. It's also important to understand the distinction between traffic and conversions. An ad can drive a lot of traffic to a product page, but if it doesn't result in more sales, it suggests your ads aren't reaching the proper individuals (or the problem lies in the pricing or product itself).
5. Use a low-bid “safety net” campaign How do you account for all of the potential impressions that get lost in the shuffle? Use a low-bid campaign as a catch-all for everything your other efforts don't cover. Setting up these campaigns is simple. Simply combine all of your ASINs into a single Automatic campaign and leave it to run on its own. You don't need to spend much on these campaigns because they're looser and more superfluous; bids of 5-25 cents would suffice. This style of Amazon PPC campaign is intended to run on its own, with no interaction or change. Consider it a safety net for all the impressions your other efforts were unable to obtain for whatever reason. Even the best-managed campaigns can't cover every nook and cranny.
Conclusion Managing Amazon PPC ads can be time-consuming, especially if your primary goal is to increase sales rather than promotion. It takes time to develop your intuition about how much to bid or which keywords to employ, and even longer to figure out which strategies work best for you.