If you wish to be successful on Amazon, you need to focus on an effective Amazon PPC management strategy. The internal advertising system of Amazon includes Pay-per-Click (PPC) advertising. Brands, agencies, and independent sellers can use Amazon PPC to target particular keywords and build product adverts that show up in competitor and Amazon search results. In this manner, vendors can offer pertinent products to Amazon shoppers who are prepared to buy at the point of sale. They can then track the effectiveness of their advertisements to determine which particular ads are generating conversions.
What is Amazon PPC?
The advertising platform that Amazon provides to its third-party vendors is called Amazon PPC. It enables vendors to set up campaigns for their products’ advertisements, charging them each time a potential buyer clicks and watches the advertisement.
Before delving into the specifics of PPC, it’s crucial to understand the primary PPC metrics used by Amazon. According to Amazon, each one is as follows:
ACos: The percentage of attributed sales allotted to advertising is known as the Advertising Cost of Sales (ACoS). The computation of this involves dividing the total amount spent on advertising by the sales that are attributed to it.
Attributed sales: The total amount of money sold after clicking on your advertisements in a week. Sales data is not accessible in the “Today” date range and may be postponed until the “Yesterday” date range because it may take up to 48 hours for your data to load.
Impressions: The number of times your advertisements were shown. It could take up to three days to get invalid clicks removed from your reports if they are found.
Clicks: The number of times people clicked on your advertisements. It could take up to three days to get invalid clicks removed from your reports if they are found.
Why is PPC important for Amazon sellers?
With the rising trend of consumer shopping towards online platforms, particularly Amazon, eCommerce firms and sellers are presented with abundant prospects for success. However, as more people shop online, competitors are vying for the highest sales volume.
By 2024, all Amazon firms will need to have a solid PPC advertising strategy in place. Listings can easily get buried in the cacophony on Amazon, which has hundreds of millions of products.
And while organic ranking, or where your product shows up in search results organically, is significant, ads broaden your brand’s visibility on the network. Get in touch with eStore Factory, a leading Amazon PPC management Agency for more information about PPC management.
How to create an Amazon PPC strategy?
Here are the tips for creating a solid Amazon PPC strategy:
Experimentation: To determine which PPC ad campaign type is best for your brand, try out each one and experiment with both automatic and manual keyword targeting.
Research: Execute detailed keyword research, focusing both on related keywords and competitor products.
Budget: Set daily budgets and default bids that are 50–100% more than what Amazon suggests when you first start out.
Duration: Give advertising campaigns a minimum of two weeks to run before analysing the results and making changes.
Campaign types: To identify keywords for your manual ads, use the ad reports from your automatic campaigns. Make sure a keyword receives at least 10 clicks before changing or eliminating it from a manual campaign.
Review: Once a week, keep going over your ad reports and make any necessary additions, deletions, or adjustments to the keywords.
Types of Amazon PPC ads
Let’s talk about the different kinds of Amazon PPC advertisements that are accessible and how popular they are with third-party sellers.
- Sponsored Product Ads
- Sponsored Brand Ads
- Sponsored Display Ads
Sellers can display their products and brands in a designated area with Amazon Brand Storefronts. Brand Storefronts give sellers the ability to design an immersive shopping experience that accentuates their product offerings and brand stories through editable layouts, photos, and content. Sellers may draw in customers and increase interaction by creating collections, highlighting best-selling items, and displaying brand graphics.
The Synergy of Brand Storefronts and PPC Management:
When integrated effectively, Amazon Brand Storefronts and PPC Management can amplify each other’s impact and drive significant results for sellers. Here’s how:
Increased Visibility: PPC campaigns can drive targeted traffic to specific product listings featured on your Brand Storefront, increasing visibility and exposure to potential customers.
Enhanced Brand Experience: Brand Storefronts provide a curated shopping experience that showcases your brand identity and product offerings. By directing PPC traffic to your Storefront, you can provide shoppers with a cohesive and immersive brand experience that builds trust and loyalty.
Optimised Conversion Paths: By directing PPC traffic to specific sections of your Brand Storefront, you can guide shoppers through a customised conversion path, highlighting key products and promotions along the way.
Data-Driven Insights: By tracking performance metrics for both your Brand Storefront and PPC campaigns, you can gain valuable insights into customer behaviour, preferences, and conversion patterns. This data can inform future marketing strategies and help you refine your approach for maximum impact.
Best Practices for Integration:
To maximise the impact of integrating Amazon Brand Storefronts with PPC Management, consider the following best practices:
Align Your Messaging:
Ensure that your Brand Storefront content and PPC ad copy align seamlessly, creating a consistent brand experience for shoppers.
Target Relevant Keywords:
Use PPC campaigns to target keywords that are relevant to your Brand Storefront and product offerings, driving qualified traffic to your listings.
Monitor Performance Metrics:
Regularly monitor performance metrics for both your Brand Storefront and PPC campaigns, adjusting your strategy as needed to optimise results.
Test and Iterate:
Experiment with different ad creatives, targeting options, and storefront layouts to identify what resonates best with your target audience and drives the highest conversions.
