Adam E. Wilkens
PPC Strategies for Amazon Advertising
Use the negative targeting function to your advantage.
Six out of ten Amazon sellers suffer from the Amazon Sponsored Products Campaign. It’s a well-known statistic. While planning and executing a program is simple, the actual challenge is improving exposure, effectiveness, and success in the industry with each iteration. Most people make severe blunders in this area, increasing their ACoS without providing significant earnings. You still need actual Amazon PPC methods to get the most out of your ad campaigns, even if you have a decent product and strong listing text. Because you will have a hard time competing with well-established businesses in the industry as a new vendor, this PPC technique truly works.
After making a few purchases from these inquiries, go on to the next group of generic keywords in the order. In this scenario, it may be anything like 'wooden chopping board', 'wooden cutting board', 'vegetable cutting board', etc. Every step along the way, you are increasing the exposure of your product in search results and associating it with prominent inquiries. In other words, if someone searches for any of these keywords, Amazon's algorithms learn to rank your goods higher.
Expressing Variegated Phrases
Go after one of the most general, common phrases in the last round. Using the same instance, you might search for terms like "vegetable cutter", "wooden cutting board", and so on. You can get better results by running numerous ads simultaneously and trying out different matching types to find which ones perform best for you.
If your listing appears on Amazon's page five or six, it is best to concentrate on a small number of keywords that convert well rather than all of the phrases that appear there. In this manner, you may keep your money and focus on the terms that are doing well in sales but not so well in search results. It is a situation when a low bid is required. Similarly, for keywords on the third, fourth, and fifth pages, you may utilize a more moderate strategy that concentrates on the top-performing keywords.
Over time, you must maintain an ongoing pricing strategy to determine which keywords generate the most revenue. Then, using these keywords improve your advertising efforts. Amazon will automatically enhance your listing's organic position as these inquiries create conversions.
Finally, you should take a more aggressive approach for phrases that score on pages one and two. Because you are only a few spaces away from the top slots, you will want to be as productive as possible with your bids to secure those spots and boost your company's exposure. It would help if you also concentrated on the variants of these questions to increase revenues for them. Create a separate campaign only for this, with the match type set to phrase to cover as many permutations as possible.
Amazon announced a series of enhancements earlier this year to improve the way merchants bid in PPC auctions. This PPC method provides you more control over where your advertisements show and how much you spend for them, allowing you to fine-tune your campaigns with greater precision.
Automated Campaigns and Keyword Research
You may look at the placement report for each campaign you run on Amazon to discover which of the three places got you one of most publicity and sales. Based on this data, you may increase your chances of landing conversions and growing brand recognition by setting the placement bidding multiplier for each placement between 0% and 900%. While advertising gets presented at the top of the search engines, the best Click-Through-Rate was found. If you have many versions of your product, they will very certainly be classified as child ASINs. Running an advertising campaign for each of them may not be possible in this situation since it would eat into your money, and, more crucially, your variants may wind up vying for the same advertising. In a sense, this is product cannibalism, and as such, it is something you should avoid in PPC ads.
If you run PPC advertising for all four flavours in the same cluster, they will wind up fighting for ad places because only one of the four varieties is likely to win. It will almost certainly result in lost advertising costs and a higher ACoS for your whole ad campaign, decreasing the efficiency of your ads.
Long-tail Keywords Are Worth Bidding!
Bidding on vigorously searched and highly competitive keywords should be avoided. Any PPC specialist will tell you that human-made campaigns that are well optimized are much more successful than automated ones. Granular optimization allows a vendor to get the most out of their efforts. Automated campaigns, on the other hand, are ideal for keyword research.
Amazon's technology selects and bids on relevant keywords in an autonomous movement. The algorithm is continually looking for new and relevant keywords based on your listings and historical sales history. Occasionally, Amazon comes upon a term that is a gold nugget.
Once you have found it, you have to switch it from automatic to manual mode for additional optimization. Of course, in principle, all of this appears to be simple. It generally entails sifting through a large number of search phrase reports and a large amount of data. You may circumvent this by employing keyword-harvesting functionality, such as SellerApp.
Begin Bidding on the Brand
The Cost-per-Click is expensive, and items with more reviews, ratings and organic ranking have a higher chance of converting sales. You will find yourself spending a lot of money on something that will provide you with very little in return. Because there is less competition, the Cost-per-Click is typically cheaper. Your campaign will receive fewer impressions, but your ACoS will appear to be in much better shape. More sales and a higher conversion rate will boost your product's organic ranking in the long term.
You may gradually increase the number of competitive keywords in your campaign as your product's organic rating rises. Bidding on your brand name is the unique approach to safeguarding your business and consumer base. You may make it more expensive for them while simultaneously snagging a few ad spaces for yourself.