Product visibility is essential for the success of your product on Amazon. It can be difficult for new sellers with low reviews or sales experience to rank on the first page of the search results. Thus, Pay-per-click (PPC) advertisements on Amazon are used in these situations.
Every seller can create an advertisement for their products using theAmazon PPC campaign. These advertisements will appear for particular keywords in the search results on Amazon, in other relevant product listings, or even on websites other than Amazon. This is one of the best techniques to raise conversion rates and make your products more visible on Amazon.
What is Amazon PPC
Amazon PPC is the advertising platform that Amazon provides to its third-party sellers. It gives retailers the option to make ad campaigns for their products and then charges them each time a buyer clicks and views their advertisement.
With approximately 12 million products on Amazon, it would be difficult for the new sellers to be visible to the customers. A properly run PPC campaign can increase the visibility of products for new sellers. Hence, it is important to have better Amazon PPC optimization. Professional sellers who are already at the top should maintain their position in Amazon’s search results with a well-managed PPC campaign.
Each Amazon seller has a different pay-per-click management technique. The most crucial thing you must do is determine the main goal of your PPC campaign and implement effective Amazon PPC optimization. However, these PPC campaigns are the key to improving your visibility and conversions.
Amazon PPC tips and tricks
There are a few tips and tricks that you will have to follow in order to be successful,
Use Automatic Campaigns
While manually targeted campaigns allow you to optimize your ads, automation campaigns also have benefits. They are a great resource for finding new long-tail keywords with high conversion rates.
A key aspect of optimizing your PPC listings is conducting keyword research. For a particular ad group, you should conduct both a manual and an automatic campaign. Give the campaigns a few weeks to run. The automatic campaign will undoubtedly produce relevant keywords that result in good conversions.
The high-converting keywords can now be transferred to your manual campaign for additional optimization. Manual campaigns can help you reach your target ACoS and will give you more control over your ad spend (advertising cost of sale).
Target your products with product targeting ad
Product targeting ad is a feature provided by Amazon PPC ad campaigns. It allows you to show your Sponsored product ads on other category search results or ASIN pages.
The advantage of this product targeting ad is that you may have various ASINs and select the products with low sales or poor visibility in the Amazon search result.
You should create a product targeting ad for these products. Then try targeting your top product that is highly visible and has good conversions. Now the ads for the products that had low sales will be displayed on the pages of your ASINs that are performing high.
You can start it with one or two products. You have to look at the results of the ad performance report by running campaigns for a couple of weeks and try to understand the return on investment. If it’s successful, then you can consider running more such ads.
Your targeted keywords should match your product listing
Whether the traffic is paid or organic, search engines want to provide the most relevant results. Consequently, Amazon won’t display product ads that do not correspond to the keyword of a user’s search query. Thus, it’s crucial to use your keywords wherever it’s possible in your product listings.
However, it’s crucial to remember that you should never overdo this for Amazon PPC campaigns. This can have negative influences and ultimately make it more difficult for potential customers to understand what your product is all about.
Keep similar variations together for high visibility
If your product has multiple variations, running campaigns for each product will not be practical because it can consume your budget, and also the variations can end up competing against each other for ads. So to solve it, you will have to group these individual variations into one single package and sell it on Amazon with a unique ASIN.
Use negative keywords
If you find keywords that receive a lot of clicks but no conversions, it’s likely because the term is not appropriate for your product. You must make sure that your product is not advertised for these search terms in such situations.
Setting unrelated keywords as “negative” keywords is the most effective strategy to eliminate wasted ad spend. A lot of keywords should not be labeled as “negative” keywords, especially if they are relevant to your product. Lowering your bid on the relevant keywords can be a better option if low conversions are the problem.
Check your competitor’s keywords
You can use Amazon Sponsored Ads to target your competition. Run manual ads on Amazon for the same group of keywords used by your competitors. You can bid on your competitors’ keywords so your ads will appear on page one of the search results when a customer searches for a competitor’s product.
This is a great strategy to increase your visibility and sales. Use SellerApp’s Amazon keyword research tool to find your competitors’ keywords and track their performance over time.
Another method to target your competitors is to aim for their products rather than the keywords. You can use the Product Attribute Targeting (PAT) feature to target your competitors’ ASINs.
Analyze your campaign with automation
The optimization of Amazon PPC campaigns requires a lot of time and data. There are many processes that will be simple if you automate them. This will enable you to grow your company and save time.
To make it easier, you will have to automate your campaigns. This is a kind of task that typically demand constant attention and careful data analysis. With the SellerApps automation tool, you only need to set your parameters. The rest will be handled by the algorithms.
Optimize your campaign regularly
Make sure to regularly check on your campaigns. Both your manual and automatic campaigns apply in this situation. Check which keywords generated the most traffic and the highest conversion rates at the end of each week. To reflect keyword performance, adjust your bids.
The PPC campaign optimization is full-time work. The campaign management process can be automated with the help of services like SellerApp.
One aspect of a seller’s journey is advertising. You must optimize each phase of the process if you want to maximize your returns. These tips will be helpful to you throughout your campaigns, regardless of the purpose.
For long-term success, a well-managed advertising plan is essential. Amazon PPC campaigns are designed to assist you in connecting with customers and increasing your sales.
Author’s Bio:
Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.
Arishekar has over 10 years of experience in marketing analytics and SEO. He has worked as a Digital Specialist for the tech giant IBM and most recently as the Senior Marketing Specialist for ZioTive Technologies where he enhanced their site structure by increasing website and mobile usability. Previously, he worked as a Senior SEO Analyst for Star Group where he was responsible for managing SEO Audits and analytics.