5 Advanced Strategies Your Amazon PPC Agency Doesn’t Know About Yet

December 4, 2020
Written by Jayce Broda
Amazon PPC agency

Amazon has always been the Valhalla of online retailers. The popular opinion is, if you start selling on Amazon, you’re set for life. That’s not true at all! It would surprise you to know that only 140,000 small and medium businesses (SMBs) surpassed $100,000 in annual sales. The recent figures show that Amazon has more than 2.5 million sellers.

Being a successful Amazon seller entails a lot of hard work, time, and expertise. Even when you have all the information about optimizing your listings, it’s sometimes necessary to run some ads using strategies your current Amazon PPC agency doesn’t know about yet.

If you already have experts to help you out in listing optimization and ad strategies, it’s usually necessary to improvise, adapt, and overcome initial setbacks to get ahead of the competition. Let’s talk about some advanced strategies you can use to maximize your earning potential in Amazon.

Improvise When Your Resources Are Limited

One of the most popular TV series in the 1980s, MacGyver, showed everybody how being resourceful pays dividends. Of course, we don’t have his knowledge, but the idea is sound. Make do with what you have to get the job done.

This works for Amazon PPC, too. Here are some strategies to get the job done with limited resources.

Strategy #1: Start at the Bottom of the Keyword Ladder

Whether you’re a new seller, or you are launching a product, trying to compete with the big boys for those top-level keywords will be challenging. First, they already have brand recognition on their side. Second, they have more money to spare. As a brand-new seller, it’ll be hard to compete with that.

Give yourself a chance to succeed by starting your PPC campaign using long-tail keywords. It may not have the same search volume as the top-level ones, but you can be sure the competition isn’t as fierce, and the conversion rate will expectedly be higher for your products. 

As any Amazon PPC company will tell you, high competition usually means a higher CPC (cost-per-click), and it may well bankrupt you before you get a chance for good brand exposure, let alone conversions and traffic.

Let’s say the products you’re selling are kitchen knives. Using “kitchen knife” as your keyword will be very competitive as there are many big companies that offer that kind of product. Instead, try to use a long-tail keyword such as “ergonomic wood-handled kitchen knife.” Your chance of getting ranked will be much higher. 

After you get a little exposure for your brand, you can move on to a more general keyword like “wood-handled kitchen knife” and on to “kitchen knife” when you’re established in this niche. 

Strategy #2: Use Alternative/Indirect Keywords

Not all customers go on Amazon looking for a particular product. Some of them are searching for solutions rather than a specific item. Use this to our advantage by using some alternative keywords associated with your product. That means customers sometimes don’t know what they need until they see your product.

For example, you’re selling green tea. On top of trying to target all the popular keywords (long tail and top-level ones), you can also go after alternatives like “natural weight loss remedy” or “healthy organic tea.” This would get the percentage of those buyers who are looking to eat healthily and lose weight. 

Adapt When Other Strategies Don’t Work

Ever heard of Bear Grylls? He became famous for his show Man vs. Wild. In that series, he teaches people how to survive in forests, jungles, and deserts by eating all kinds of things nobody would probably consider eating. That’s adapting, and that could work to your advantage as an Amazon seller, with the help of your Amazon PPC agency.

Strategy #3: Customize Your Strategy Based on Amazon SERP

This one’s very easy to understand and is based on how good your Amazon SERP ranking is. If your ranking is high, that would mean you have more money to spend on campaigns, so you have more freedom on what strategy to use. Let’s discuss those strategies.

  • Your product is on page 5 and beyond - Find the keywords that are converting well and concentrate on using them. In this case, you don’t have enough funds to cover all the keywords, so find the ones that work best for your product.
  •  Your product is on page 2-5 - This calls for a more moderate approach. Of course, you need to continually bid for the top-performing keywords, if you can. However, concentrate on long-tail ones and alternative words that work better for you. Amazon will automatically adjust your ranking as your conversion rate increases.
  • Your product is on page 1-2 - You need to be aggressive when your product is close to the top results. Bid aggressively on top-tier keywords but also have some backup long-tail ones that you can use.

Strategy #4: Adjust Your Bids Based on Ad Placement

Amazon has started a new feature where you can determine the performance of your ads based on where they are placed. The three places where your ads could appear are:

  • Page one of the search results
  • Other pages of the search results
  • The Buy Box and other locations

Determine the ad placement with the best conversion rate and devote your ad money to that PPC strategy. Have the flexibility to lower the bids on those that don’t convert well and bid higher on the ad placement that shows the most promise.

Overcome Diversity When Your Ad Campaigns Don’t Succeed

It’s not the number of times you fall; it’s how many times you get back up. Don’t expect all your PPC campaigns to succeed. That’s unrealistic. What’s important is for you to learn from your mistakes and improve the strategies formulated by your Amazon ad agency.

Strategy #5: Concentrate Your Strategy on Your Top-Performing Product

It’s easy to make the mistake of basing any strategy on keywords that are performing well in an auto campaign. Once this happens, sellers usually revert to manual to have better control over the bids and daily budget, but still use the same strategy.

This is a great technique when trying to rank high on Amazon, but it can be challenging to control the overall ACoS (average cost of service). This is because other products need more clicks to make a sale than others. It’s better to base your strategies on product performance.

Let’s say you have an ad group of five products. Two of them have an ACoS of 50%, while the others average at 25%. The two products are responsible for raising the overall ACoS of that PPC campaign. The best thing to do is to separate those two products and put them in  different campaigns. 

The result will be lowering the cost of your initial PPC campaign and making it easier for you to reduce your ad costs based on which campaign is underperforming. You can stop the second campaign if it’s not worth the money without stopping the first one.

Improvise, Adapt, and Overcome with Us

Admittedly, running a PPC ad campaign isn’t easy. There are a lot of things that you need to consider. Plus, the task of balancing your spending against your earnings shouldn’t be forgotten.

If you need an Amazon PPC agency that can help formulate new strategies for your ad campaigns, please contact us at [email protected] or [email protected]. We can schedule a consultation that tackles all the effective strategies you can use to your advantage.

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