Amazon’s PPC ads are a tried and tested way to supercharge your sales. As competition heats up on Amazon, it helps you maintain your sales momentum and propels you to the top of the search results.
In short, they are the most powerful amazon advertising tools available to sellers. It is an investment that has the potential to exponentially enhance your sales.
However, unlocking that potential requires careful research and a robust advertising strategy. It is not a turnkey solution to boost Amazon sales.
Before we move to the advertising strategies, we need to master the basics. So, let’s start there.
Types of Amazon sponsored ads
There are three types of Amazon sponsored ads: Sponsored Product, Sponsored Brands, and Amazon Sponsored Display. They help you target customers at different parts of the sales funnel and serve different functions.
Sponsored product ads
These are the most common type of Amazon PPC ads. It is available to all sellers with a professional account.
Sponsored product ads appear on the search results and product listing pages.
They can be created with ‘automatic’ or ‘manual’ targeting.
An automatic campaign is managed by Amazon’s proprietary algorithm. It discovers relevant keywords and sets bids depending on your budget. It is a turnkey approach to advertising, but it doesn’t deliver optimal results.
On the other hand, sellers have to manage every aspect of manual campaigns.it gives you the power to manage every minute detail within the campaign. While this ensures granular optimization, it is time-consuming and requires considerable homework.
Sponsored product ads can be targeted using keywords, ASINs, or product categories.
Sponsored brand ads
These are perfect if you want to deliver a unique brand-tailored advertisement to your customers. They are banner ads that include the brand’s logo, message, and products. They can pop up on the top of search results on Amazon, on the left-hand rail, or at the bottom of the page.
These ads are only available for brand-registered sellers, vendors, book vendors, and agencies.
That’s not all. Amazon Sponsored Brand Ads also give you access to new-to-brand metrics. This will help you measure how many customers are buying your brand’s products for the first time. Brand discovery is an important tool you can use to measure the efficacy of your campaigns.
Sponsored display ads
Amazon sponsored display ads are unique because they are not targeted using keywords. Display ads target customers on and off Amazon. With Sponsored Display, you can use product targeting and audience targeting. With audience targeting, you can re-engage customers and target high-intent shoppers. In a nutshell, it allows you to target segmented groups based on customer behavior.
Sponsored display ads are only available for brand-registered sellers, vendors, book vendors, and agencies.
Watch this video to know the importance of amazon Sponsored Display Ads and the advantages of using them.
Note: You don’t need a creative for sponsored display ads. Amazon will automatically generate the creative using content and assets from your listing.
Key to optimizing your Amazon PPC advertising campaigns
Once you’ve identified the type of ads you want to run, you need to chalk up a plan to optimize them. It is a pay-to-play platform, so every cent you spend needs to generate a return. Unoptimized campaigns can quickly drain your budget and cannibalize your margins. At the same time, a well-managed campaign will take your sales to the next level.
Here are a few fundamental things you need to do to create a successful Amazon PPC campaign.
Ensure effective keyword research
Keywords are the backbone of most PPC ads. Finding high-converting and relevant keywords is crucial. You can find some relevant keywords right on Amazon. You can do this by leveraging Amazon’s search recommendations. Search for your product from the perspective of a customer and Amazon’s autocomplete feature will give you a bounty of potential keywords.
However, in this case, you won’t get the data you need to make effective decisions. For that, you’ll need to use specialized tools like the SellerApp Amazon keyword tool. It’ll help you find high-converting and high-volume keywords along with all the data to back it up.
SellerApp’s advertising solutions also include a keyword harvesting feature that will allow you to harvest profitable keywords from your automatic campaigns.
Utilize negative keywords
Negative keyword targeting is a great way to ensure your ad spend is not wasted. Keywords that don’t bring in any revenue or end up costing you money should be tagged negative. This will ensure that your product is no longer advertised for that keyword.
Negative targeting is vital to improve ACoS and run profitable campaigns. So, what are the metrics you need to pay attention to?
Generally, if a keyword is getting a click and no sales, it could mean it is irrelevant. It could be a possible candidate for negative targeting. If conversions are low, then you should try optimizing the bids. If a keyword is still bleeding money, then negative targeting is a solution.
Optimize your product listing
Your product listing is just as important as your ad copy. While your ad will bring in traffic, your product listing has to close the sale.
There are a few rules that you need to follow when creating your product listings:
- Clear and concise content
- Highlight product features and benefits
- Use high-quality product images
- Do not misrepresent your product
If you’re having trouble creating listings that convert, sign up for SellerApp’s amazon listing optimization service. They have years of experience creating Amazon listings that sell!
Keep improving your campaigns
This is a never-ending process. Amazon PPC management is a full-time job. You need to monitor and optimize your campaigns at least every two weeks. This includes bid optimization, keyword targeting, keyword harvesting, and so much more.
Nobody creates a fine-tuned campaign on the first day. However, once the data slowly trickles in, you can identify areas that need improvement and work on them.
To save time, you can also automate the monotonous parts of the optimization process. To learn more about Amazon PPC automation, I suggest reading this detailed article.
Now that you know the fundamentals of creating a successful PPC campaign, all that is left for you to do is get started.
Never stop learning and keep experimenting to create highly profitable Amazon PPC campaigns. Good luck selling!
Arishekar is the Head of Marketing at SellerApp and specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of web pages on search engines with innovative SEO strategies and online promotions.