Due to the increasing competition on of the largest e-commerce platforms in the world i.e. Amazon, businesses are using their marketing strategies innovatively to secure the first pages of search results. The purpose of this writing is to cover every aspect of Amazon PPC Management and provide you with a comprehensive guide on how to use the platform effectively.
What is Amazon PPC?
PPC stands for pay-per-click. This means that you pay for every click by users on your ads. Amazon lets you create and run ads through its advertising system known as Amazon Advertising. It, then, shows your ads on search result pages and product listing pages of your competitors for a fee. Users searching for similar products like yours are shown with your ads and for every click, they make on your ads, you pay money. It’s pretty straightforward.
Where do Amazon PPC ads appear?
The three types of ads i.e. Sponsored Product ads, Sponsored Brand ads, and Sponsored Display ads appear on search result pages, product detail pages, and throughout customers' journey on & off Amazon.
Top 4 Reasons to Go for Amazon PPC
Amazon PPC Management is not as easy as one might think. If you are unable to target your audience in the right way and at the right time, you won’t get productive results. For this, you can hire an agency that has PPC experts equipped with Amazon PPC software and other tools to help you increase your revenues.
Here are the top 4 reasons why you need to go for Amazon PPC marketing strategy.
1. Extensive Keyword Research Eliminates Wastage of ads
Amazon is extremely popular for its ability to do extensive keyword research. Not only does this provide highly relevant keywords for your ads, but it also eliminates the chances of a mix-up with lookalike yet different products. Without in-depth and well-planned keyword research, you will be stuck with unproductive keywords which leads to wastage of ads, time, and money. Amazon analyses competitor keywords to provide you with the most beneficial results so that you get the most out of your Amazon PPC strategy.
2. Boosted New Product Ratings on Launch
Based on the keywords and other organic factors, products that have the most customers automatically go higher in the ranking list. If you are launching new products, it might be harder for you to introduce them to the audience because of the ranking system. Amazon PPC eliminates this too. If you have a competent marketing strategy in place, you will get ranked on the first page in no time.
3. Enhanced Brand Visibility
One of the most important reasons to utilize Amazon PPC strategies is to let others know that you exist and you have what they have been looking for. Amazon has effective targeting strategies that only aim at customers who might be interested in your products. Customers can be scrolling through your competitors' products or they might be looking for an appropriate product in the search results, Amazon can find them and introduce your brand to them.
4. 24/7 Campaign Optimization
Scaling your strategy up and down might be exhausting if you do it on your own. Amazon provides you with 24/7 campaign optimization. As the trends might change any second, automatic campaign optimization helps you keep up with the market standards and at the same time, saves a lot of money.
Best Amazon PPC Management Strategies
To get the best ROI on marketing campaigns, you need to make sure that you are utilizing top-notch strategies. Here are a few of the best Amazon PPC management strategies to get the most out of your campaign.
A trending product can yield twice the result with half the effort even if you’re fresh to Amazon PPC ads. No matter which product listing you choose an ad for, it is vital to comprehend three things:
√ Product listing
√ Target audience
√ Objectives
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Make use of Negative Keyword Research
Negative Keywords play an important role when it comes to showing your ads to the right audience. There might be other campaigns that may use similar yet irrelevant keywords to your campaign. If not done right, you might be paying a lot for clicks that will lead customers to different products. For example, if you are selling men's garments on Amazon, you should negate the keyword “Women Garments” from your campaign. That way, only the interested candidates will be shown with your ads.
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Make your brand name expensive for your competitors
Bidding smartly will not only improve your chances of getting high ranks, but it will also make it harder for your competitors to outsmart you. One such strategy is to bid on your brand name. As you bid more, your brand name will get more and more expensive for your competitors to keep up. Do not spend any more than you need to keep the competition at bay.
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Don’t forget long-tail keywords
A long-tail keyword is an option you can use when you are launching a new product or are new to Amazon PPC. Competition for the long-tail keywords is less which means that the cost-per-click will also be less. Long-tail keywords are ideal for the long run. You will see much better results at the end of the term. Also, it will give you time to understand the market and come up with a better strategy the next time. So, it is a win-win for you.
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Avoid bidding on highly searched keywords
Bidding on highly competitive and popular keywords is only a waste of money. Not only is the cost-per-click higher, but you also will not see any growth in your bid. The big fish in the market will not let you come to the surface. Unless, if you are the big fish.
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Automate & Analyze
Automating your campaign will save you a lot of time and money. It will also be better if you want to see conversions earlier. Analyze your campaign to see which keywords were able to get the most clicks. How many of the clicks were converted? How many times the product was left in the cart? How many new customers came to buy? ACoS (Advertising Cost of Sales) is a metric often used to measure the efficiency of your Amazon PPC campaign.
→ ACoS = (100 * ad spend) / advertising revenue
Considering all these factors when automating and analyzing, you will better allocate your budget and maximize your Amazon advertising profits.
Conclusion
A shift in consumer behavior where most of the shopping is being done online strongly suggests that you should use Amazon PPC Management strategies to meet your potential customers halfway. With extensive keyword research, optimization, automation, bidding, and strong marketing tools, Amazon offers a perfect opportunity for you to enhance your brand visibility and ultimately, the sales. Start selling the hottest products on your Amazon store now>>
