To sell on Amazon, you need to be familiar with the technicalities. Amazon PPC and Amazon sponsored ads management are some of the things that you should definitely invest some time in so that you can come up with an advertising strategy. However, not every seller on the platform is willing to learn more about advertising. This is the kind of scenario that you would want to avoid.
As much as possible, you should make sure that you understand how to advertise on Amazon. One of the most important things that you should focus on is how you can apply Amazon PPC strategies effectively to your own listings. It’s not a one-size-fits-all guide. You still have to make some adjustments depending on your listings and niche.
It’s almost a no-brainer that you will need to invest in marketing services on Amazon. This is especially true if you’re a new seller on the platform. Since you’re just a new seller on Amazon, you don’t have any sales history to bank on just yet. It will also take some time for you to get the sales velocity that will prompt you to land on the first page of the search results.
One of the main reasons why you should spend some money on advertising is to drive your sales. As a seller, it should be your long-term goal for your listings to stay on the first page of the search results. However, you will need to learn how to optimize your products, first. For this, you will also need to spend some time, effort, and other resources.
As a new seller, it may be hard to juggle learning about the Amazon PPC campaign and optimizing your listings. So if you’re just starting out on the platform, the best way for you to gain the traction that you will need is to start with PPC. Investing in these strategies will ensure that you reach the sales volume that you will need to boost your business.
Amazon Sponsored Ads, also known as Amazon PPC, is a form of advertising on the platform. Basically, you’re setting up campaigns based on the keywords that you want to target for your products. The more related your keywords are to the consumers’ searches, the more likely it is for your listings to show up on the top results.
The first thing that you will have to do for your sponsored ads to work is to make sure that you have the right keywords for your Amazon PPC campaigns. You cannot simply rush on deciding what keywords you should target for your campaigns. You have to remember that this is the backbone of your product listings. This means that the success of your campaign will greatly depend on your keywords.
Aside from working with the right keywords, you have to make sure that you’re strictly complying with Amazon’s requirements. Here’s a quick rundown:
Now that you’re familiar with how Amazon PPC optimization works, the next thing that you should focus on is how to implement these strategies effectively. Here’s a quick rundown of some of the best practices that you can employ.
Don’t fall into the trap of completely relying on your automatic campaigns. While these campaigns can help target certain opportunities, you should also try doing manual campaigns, as well.
Choosing to go for manual campaigns will give you control over how far you would want to go for your targeting options. This is something that you cannot do with automatic campaigns. The campaigns aren’t just set to automatic when you sign up. You can also try and experiment with how manual campaigns will work for your business.
By default, Amazon will need three keywords per ad group. It will look like this:
1st Ad Group
2nd Ad Group
Grouping three keywords under one ad group will prevent you from seeing how these keywords perform individually. You will be stuck mixing and matching these three keywords, and you won’t be able to see how well each keyword will perform.
For this, you can test all the keywords separately by either having separate ad groups for each keyword or having a dedicated campaign for each of them. This way, you’ll be able to see how much traction a certain keyword will gain and evaluate which one will work best for you.
Bidding is a never-ending game, especially on Amazon. You will need to adjust your bids accordingly so you can outperform your competition. A lot will depend on your Advertising Cost of Sale (ACOS) goals. So before you decide whether you’ll increase, decrease, or withdraw your bids, you have to make sure that you check your ACOS goal per product.
If you start to notice that your ACOS percentage is greater than your goal, you can lower your bids for a while until you reach your ACOS target once again. Conversely, if you notice that your ACOS goals are below the targeted value, you have to further increase your bids.
You might already be familiar with doing keyword research. However, this is a process that should not be confused with keyword harvesting. With keyword harvesting, you are going to get the actual searched-for keywords from paying customers within Amazon. Keyword research will only give you an estimate of what people are looking for.
Focusing on creating good product listings will also help Amazon’s search algorithm. The more detailed your listings are, the easier it is for the algorithm to understand what you’re selling. This can result in determining whether or not your ad will be relevant for a specific keyword search.
To harvest your keywords, you can go to your Amazon Seller Account. Under the search term report, you will be able to see the search keywords and terms that your automatic campaigns have picked up. You should look into the reports for the past 30 days and base your decision on that. For the best results, you should closely work with Amazon consulting experts and do the audit monthly or every two months.
Selling on Amazon also means that you will have to learn about how you can properly use the advertising tools on the platform. As much as possible, it’s recommended that you take the time to learn more about the technicalities of advertising. Yes, you will have to invest some time and effort, but all of this is geared towards increasing your sales.
Do you want to further increase your sales through Amazon PPC? We can help you! Schedule a call with an Amazon account specialist today! Send an email to [email protected] to know more about how we can make this happen.
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