Tips for Optimizing Amazon Sponsored Products
Sellers face the dilemma of which products to use in their Amazon sponsored products campaign or Amazon PPC campaign. There is no single solution. The size and homogeneity, strategic goals, and other factors that are taken into consideration will all play a role in the design of the right structure. Try to understand how to optimize amazon ppc campaigns for further audience reach.
1. Structure your campaigns consistently PPC campaigns allow you to create a rough structure of your advertising activities. This is both good news and bad news. A campaign structure will typically provide you with a set or characteristics that follows one or more of these characteristics: ● ● ●
You can filter by product category (e.g., men's shoes, keyboards and cameras). Brand (for example, Nike, Adidas or Puma) Top sellers are the products that have the highest sales. Top ten
It is important to follow the same organizational structure for all your campaigns. Changes to your organization structure could result in repeat ads. For example, if you create campaigns by category and one by brand, you might have duplicate ads. If you're already using Amazon PPC, we suggest you benchmark your Advertising Account .
2. Group similar products in the same ad group Each ad group is assigned a set product and keyword set. All products must appear for the keyword set. It is important to remember that you should select products that are contextually relevant to those keywords. You should include all products that can be searched for these keywords in your ad group. This method can be dangerous if you want to analyze the profitability of your Amazon ads. Although the keywords in the same ad group might be similar, the profit margins of the products could be very different. This would affect the profitability of your ads. Before you optimize Amazon PPC, you need to know what a good ACoS would be for your Amazon ads.
3. Optimize listings to ensure ads are shown for all relevant search queries Amazon wants to make sure the ads displayed on their website are relevant to the customer. It is important that ads only show for keywords that are included in the product listing text (titles, descriptions, attributes, and search terms). Make sure that keywords with no impressions are included in the product listing text. To ensure that your ads are able to reach a wider audience, you can add keywords to the product listing text.
4. Track your PPC spend based on product performance Most often, you will find many products within one ad group with the same keywords. Over time, it has become apparent which products are the most popular within an ad-group. Products that are not performing well can be gradually removed from an ad-group in order to maximize sales. You can send impressions and clicks to products that will convert clicks into sales more efficiently. You can adjust the CPC bid price to control the location (page) where your ad appears in search results and how many clicks it gets. CPC optimization aims to identify the "sweet spot" where ad spend (spend / revenue = cost of sales), and ad turnover (spend / revenue = cost of sales), are at a desired level.
5. Define your target Average Cost of Sales (ACoS) At the very least, your target cost of sales must be clearly stated. This can vary depending on the purpose of your campaign. Your profit margin will determine your target figure if you are primarily targeting profits.
The cost of sales targets are usually between 5% to 15%. If your goal is to promote a new product or improve its visibility organically, you may want to pay more or take a loss in order to make a long-term profit. In these cases, your target cost of sales would be as high as 100%.
Track and optimize your CPC bid Keywords determine the optimal CPC bid. Each bid can be managed separately for each keyword in manual campaigns. It is important to have a solid basis for evaluating bids Therefore, you should wait at most one week before adjusting bid prices. CPC bid optimization is done using the following general guidelines: ● ● ● ●
To determine if a keyword's cost of sale is higher than the target value, it should be lower. If the cost per sale is lower than the target value, it's worth testing whether the reach and sales of the ad can be increased by increasing the bid price. Keywords that aren't producing any sales or getting very few impressions should be evaluated to see if a higher price can make them "active." Keywords that generate only costs or no conversion over a longer time period - or can't be adjusted to a profitable bid price range – should be stopped
This is a good way to keep campaigns updated in order to reach the "sweet spot" where sales and ad spend are at a desired ratio.
Start bidding on new keywords with a higher price You should first set a higher CPC price for a keyword you are adding (at least $0.75 depending on the category). Amazon cannot take into account new keywords without a click history. A higher price must be set in order to get the keyword to start and generate clicks and impressions. Once click history is established, the bid price can be decreased to find the optimal price.