Posted on Jun 04, 2021
Are you an ecommerce business looking to thrive online? Here's what you need to do...
Paid advertising is one of the most powerful marketing tools of the modern day, and Amazon pay per click (PPC) has now developed into one of the most advantageous platforms for savvy businesses looking to reach their target audience.
With the number of sellers continuing to leverage the Amazon advertising platform, it’s important to have a defined Amazon PPC strategy in place.
To help you gain a stronger understanding of Amazon PPC and learn some of the top tips for success, we’ve written a helpful guide consisting of the dos and don’ts for Amazon PPC.
What is Amazon PPC?
Before we get started, let’s understand exactly what Amazon PPC is. Essentially, it is a type of advertising model that allows advertisers to display their products on Amazon and pay a fee to Amazon whenever a shopper clicks on the ad.
Currently, there are three types of ads available on Amazon:
- Sponsored products – similarly to Google AdWords, sponsored products are keyword targeted and enable advertisers to promote and sell individual products on Amazon search results, as well as on product detail pages. This is the most popular and widely used form of Amazon advertising.
- Sponsored brands – these ad types allow ecommerce businesses to generate brand awareness by promoting a custom headline, business logo and up to three products in the prime spot above Amazon search results. The ads give shoppers the ability to visit the brand’s Amazon Store page or a custom landing page within Amazon.
- Sponsored display ads – finally, sponsored display ads can send Amazon shoppers to detailed product pages. Not only can they deliver relevant ads on Amazon, but also on external websites targeted as shoppers who have visited specific products on Amazon. This is called remarketing.
With so many options available, it’s important to know which ones can be the most effective for your ecommerce business. With our ecommerce solutions, we can help you to succeed in one of the most successful marketplaces of our generation.
How to set up an Amazon PPC campaign
Now you understand what Amazon PPC is, it’s time to learn how to set up an effective advertising campaign. We’ve put together a simple guide to help you get to grips with using the platform.
- Sign in to your Amazon Seller Central account, then hover over Advertising and select Campaign Manager from the drop-down.
- Next, on the Campaign Manager page, you’ll be asked to confirm your campaign budget and duration.
- You’ll then be prompted to name the group of ads. Choose an appropriate name to distinguish it from other campaigns and make it easy to find.
- Now, you can choose which products you’d like to advertise. You can only choose one product for each campaign.
- Determine how much you’re willing to spend for each keyword.
- Next, you can choose the keywords you’d like to use in your campaign.
- Once you’ve finished selecting your keywords, click Save and Finish.
- Once you’ve completed the above steps, you’ll be taken back to the Campaign Manager page and, if each step was completed correctly, you should see a message saying “Success!”.
Setting up your initial campaign is only the beginning of your Amazon PPC journey, and it can take some trial and error to become successful on the platform.
Find out how to set up an Amazon PPC campaign in more detail.
Amazon PPC tips and tricks
If you’re interested in finding out more about how to optimize PPC on Amazon, we’ve put together some of our top tips and tricks. Regular campaign optimisation is crucial to your campaign’s success, and so we’ve highlighted all the dos and don’ts to get you started.
- Do utilise the Amazon Advertising Console – this compelling learning source made by Amazon can be just the thing you need to kickstart your success. The course can help you with Amazon advertising basics and navigate you through the advertising platform.
- Do be smart about your campaign structure – successful campaigns rely on robust structures and strategies. This includes carefully determining your budget, keyword bids, goals and targeting, as well as adjusting your keywords based on profitability.
- Don’t make rash budgetary changes – remember to not be impulsive with your ads. Making changes to the budget every few days can stop you from gaining full insights into your campaign’s performance, limiting your knowledge for future optimisations.
- Do place focus and effort on keyword research – carefully calculated keyword bids can be just the thing you need to unleash the full potential of your campaigns. This means performing regular keyword research, finding keywords that best allow you to sell on the platform.
- Do use negative keywords – we recommend periodically tracking search terms running in your automatic and manual campaigns that are generating clicks without conversions and add them to a negative keyword list to prevent accumulating unnecessary costs.
- Don’t depend too heavily on auto-campaigns – while auto-campaigns can be useful for beginners, relying on them too much might end up minimising your campaign’s potential. This is because auto-campaigns don’t analyse keywords based on profitability and relevance.
- Don’t overspend on expensive, high volume keywords – while the most expensive keywords on Amazon often look like the most attractive option to help your campaign flourish, this isn’t always the case. Expensive does not always equate to effective.
- Don’t forget to optimise your bids for Amazon CPC ads – to help you find the optimal CPC for your campaigns and ad groups, you need to define your campaign goal and Amazon Advertising Cost of Sales (ACoS) target values. Once you have these goals defined, you can test different CPCs to see which one brings you closest to your target.
If you follow this guide as a general rule of thumb, you will be well on your way to experiencing success with your Amazon PPC ads!
Do you need help with your Amazon PPC?
Successful Amazon PPC campaigns require creativity, regular analysis, and revisions. As a busy ecommerce business, this can eat into valuable business time. If you’re looking for some support from qualified PPC experts, get in touch with the team at Diginius today to find out more about our different plans.