Amazon is a retail giant with over billions of products in its catalog and the richest man alive as its CEO. Many businesses have invested a lot of money into advertisements on Amazon alone. It is no surprise, with so many sellers looking to get more exposure on their products, that Amazon has a Sponsored Products service on their platform to give its sellers just that extra advantage. Amazon pay-per-click or Amazon PPC is the official advertisement platform of Amazon that sellers utilize to help amplify their online product sales. This advertisement technique refers to when a seller is paying Amazon only for an advertisement of their products that a potential customer can click and view. Essentially it is a way for sellers to catch the attention of buyers that might be interested in their product.
The Right Time To Activate Amazon Pay Per Click
Many first-time sellers are unsure of when to activate Amazon PPC on their product listings. Timing is critical since you do not want your advertisement money to go to waste. Amazon marketing experts believe that the best time to activate is when your product listing is fresh but also has at least three to five reviews so that the buyers that do click on their product can trust your listing enough to actually buy it. Many businesses tend to use Amazon PPC Management services from reputable marketing agencies to manage the Amazon PPC campaign of their products. This benefits them as they get a team of marketing professionals to guide them through the process and earns them more profit thus, saving them money in the long run.
Tips For Building An Effective Amazon PPC Campaign
Here are eight tips for building a slayer Amazon PPC campaign:
1. Research Your Competitors
Research is the key to success, especially in marketing. Knowing your competitors like the back of your hand will help to build a killer PPC campaign. It is important to keep an eye out for specific keywords that your competitors are using. Analyze how these keywords are being perceived by their customers and how well the algorithm is responding to them and adapt your campaign accordingly.
2. Structure Your Amazon PPC Campaign
Structure is also extremely important. Make sure your PPC campaign is not cluttered so you can be at maximum efficiency at all times. Consistently keeping a theme will help you structure your Amazon PPC Campaign. You can break down your themes as:
- Product Category
- Brand
- Top Selling Products
If your campaigns are not structured then your ads could overlap and repeat which can be detrimental. Structure will also help you manage your campaign better and your marketing team will not be as confused.
3. Use Some Automated Features
Amazon has two options for you to set up your campaigns; automated ad campaigns or manual ad campaigns. Manual ad campaigns give you free rein over your campaign. However, it can be quite beneficial to try some of the automated features for your campaign. One of these automated features is keyword research. This comes in handy when you run an automated campaign for a particular product group for some time, in this way you can collect the appropriate search terms that would work best. Later on, you can use these terms for your manual campaign, but remember to stop your automated campaign after research is complete so you are not spending too much money.
4. Moderate Your Spending
Keeping track of how your product is performing on your Amazon PPC Campaign is a very crucial part of the process. If you lose track and your products are not performing that well then you are essentially just draining your money for nothing. Therefore, since moderation is vital, you should monitor your product performance and adjust your spending based on how well or bad it might be performing. In case it is not working well then stop your campaign, reevaluate and reinvent your entire campaign from scratch.
5. Ad Groups With Related Products
At the initiation of every PPC campaign, you set up ad groups for your products. At this point, you should have researched the necessary keywords for each product so that you can get your money’s worth. It is consequential that your product should be in their relevant ad groups with relevant keywords. Do not add any unnecessary keywords that might not relate to your product. This is because you want conversions and adding a keyword that would not be leading to conversions will ruin the entire functionality of the campaign.
6. Exploit Keyword Match Types
Keywords are literally the key to online advertisements. Match types refer to how much your product ads line up with the relevant keywords you have chosen for a specific ad group. Negative keywords are words that you do not want to trigger in your product ads, they are the opposite of match types. Here are a few points to keep in mind:
- Make sure to utilize keyword match types and negative keywords. Negative keywords can be phrases as well.
- Long-tail keywords refer to phrases that are more specific than keywords, hence they help you get more specific and targeted.
- Make sure your targeted keywords match your product listings.
7. Add New Keywords
When you have had your campaign running for quite some time, it can benefit you a lot to change it up a little bit. However, it is also important that you bid higher when adding new keywords to get them registered in Amazon’s algorithm or they will not work.
8. Let It Marinate
Marinating refers to giving your Amazon PPC campaign time to simmer and succeed. If you are too hasty you will not see any results. You can use advertisement settings to optimize your spending and cap it so that you do not overspend on the campaign.
In Conclusion
You can utilize a lot of features provided by Amazon with the addition of employing certain marketing strategies as aforementioned to develop your very own killer Amazon PPC campaign. However, despite all this, it is important to remember to look for help if you need any. It is our recommendation for first-timers that they utilize reputable PPC campaign management services to get the best results for their product advertisements.
