Amazon PPC refers to pay-per-click advertising that is available on Amazon PPC is a type of advertising that takes place on the Amazon platform. It permits Amazon Sellers to run ads for their products directly on Amazon results pages and pages of competitor listings to direct customers to their website.
For an typical Amazon seller with no the brand’s registry three different kinds of ads:
- Product Display – select which product pages that your competitor ads appear on
- Search – pick the search results pages that the ads will be displayed on. If you’re marketing a cheese grater, you might want to advertise using the keyword “cheese grater stainless steel.”
- Remarketing – show your ads to those who have already been with your brand in the past.
Facebook or Google users usually do things completely differently, so your ads must convince them to put aside their activities and buy your product.
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How much does Amazon PPC cost?
You could be asking how much to spend on Amazon PPC, and the answer depends on the brand’s objectives.
In an ideal world, every one of your commercials would be extremely profitable, therefore you’d want to spend as much as you possibly can! However, it’s nearly never that simple.
You may want to scale up profitable ad campaigns, however even if you increase your campaign spending significantly, Amazon does not provide you with extra visitors.
There is no right or wrong answer to this issue, but a basic rule of thumb is to spend up to the breakeven threshold on sales acquisition in order to boost keyword rankings and generate organic sales.
What is the Best Amazon PPC Strategy?
Getting strong results with Amazon Ads requires a good Amazon PPC Management plan.
If you merely put up automatic campaigns and hope for the best, you’re going to waste a lot of money!
Fortunately, there are a few tried-and-true Amazon PPC optimization tactics and methodologies that routinely outperform auto-pilot campaigns. Auto campaigns are also significant, but only as part of a larger marketing strategy.
Lowering Bids On Low Performing but Highly Relevant Keywords
Many vendors make the mistake of creating a negative match term for keywords that are still important but are underperforming.
Negative matching leaves one extra term for your competitors to drive traffic from that you aren’t. These keywords often perform profitably at a lower premium.
These are frequently the biggest search volume, broadest keywords, and most expensive because many competitors are bidding on them, and because the search term is broad, buyers searching for this phrase may be shopping for comparable connected products.
On these terms, try dropping the bid by 25% and checking back in a week to see whether the results have improved.
Use Broad, Phrase, Exact, & Broad Match Modified Match Types in All Campaigns
Because the various keyword match types on Amazon behave differently and there is no general guideline for which one will perform best for each keyword, we must employ all match kinds carefully and transfer keywords between them.
Here’s a quick rundown of the many Amazon keyword match types:
- Broad Match: Your advertising will appear in search results for your keyword words or near variations, such as plurals, acronyms, stems, abbreviations, and synonyms.
- Ads will appear for your specific term among a succession of phrases if you use the phrase match option. The Amazon algorithm can add additional words before or after.
- Exact Match: Your ads will only appear for the exact search phrase as written.
Exact match gets the highest priority in Amazon’s algorithm for showing your advertising, but it’s also the most expensive, so only use it for your best-performing keywords.
Phrase match is a decent compromise, and broad match is excellent for determining which permutations of your keywords perform best, after which you should upgrade to an exact match ad group.
It’s great practice to construct different ad groups for each match type inside each campaign for convenience of Amazon PPC management.
Negative Matching Irrelevant Keywords
Automatic campaigns and broad match types on Amazon frequently show your advertising for search terms that aren’t relevant to your goods. Algorithms make errors, too!
By directing the system specific keywords not to show your advertising on, we can increase the algorithm’s performance. The more you do it, the more precise your advertisements will get.
Just be careful not to use too many negative keywords that are genuinely relevant to your goods. Negative matching is preferable to lowering bids if relevant keywords aren’t performing well.
Amazon Product Display Ads
Wouldn’t it be fantastic if you had complete control over which competitor products your adverts appeared on? Yes, you certainly can!
Product Display Ads appear on other Amazon listings and can be an effective strategy to steal sales from your competitors.
So, what kind of products should you focus on?
Typically, you should target your weaker competitors, those with poorer photos, fewer reviews, a higher price, and so on.
The majority of sellers make the mistake of selecting their top ten competitors since they receive the greatest attention to their listings… Isn’t that the greatest location for my ads?
Amazon Sponsored Brands
These are adverts that take up the entire width of the screen and include numerous goods with a personalized headline and are most forcefully displayed at the top of search results pages. They may also appear in the sidebar or beneath the fold.
This is only beneficial if you have many products that are related to one another, but it may be a great approach to present potential consumers with a variety of possibilities, increasing the likelihood that they will find what they’re looking for.
Displaying your best-selling products in these ads, as well as maintaining hyper-relevant keyword targeting, is recommended practice. If your ad includes both toaster ovens and blenders and you’re bidding on the keyword “toaster oven,” It is unlikely to be successful.
The flexibility to modify the headline, primary image, and which goods appear in the ad is a benefit of Amazon Sponsored Brands ads. This enables split testing to see what works best!
Retargeting
You may now target adverts to those who have looked at your product pages on Amazon. These advertisements are displayed outside of Amazon on a network of third-party apps and websites in the hopes that customers will return to your Amazon product and purchase it.
They’re known as “retargeting” advertisements on other ad platforms like Google and Facebook, but Amazon calls them “remarketing” ads.
It used to be available on Amazon’s DSP platform, but it’s now open to all Amazon sellers through Sponsored Products in Amazon Seller Central.
Just make sure to split test it against non-remarketing campaigns to see if auto campaigns perform better with or without remarketing.
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