What Is TACoS in Amazon Advertising? People are spending more and more of their dollars…
Use These Amazon PPC Hacks to Succeed in the Marketplace!
Succeeding on Amazon is far from the easiest thing in the world. The competition in the Amazon Marketplace is immense. It is very challenging to establish a stable footing on which your business can grow.
Amazon pay-per-click (PPC) advertising (also referred to as Amazon Sponsored Ads) is one of the most important tools in an Amazon seller’s utility belt. Effective utilization of Amazon PPC campaigns is crucial to your business’s success. This article highlights five Amazon PPC hacks you should definitely be using if you want your Amazon ads to perform well.
What Is Amazon Pay-Per-Click Advertising?Amazon PPC is a popular online advertising platform. It works similarly to Google and Facebook PPC advertising in that you only pay when a person clicks on your ad. You do not have to pay for impressions (an impression is when somebody sees your ad).
Anyone can advertise on Amazon, even if they are not an Amazon seller. However, Amazon PPC ads are especially enticing to Amazon sellers because of the nature of Amazon. Amazon is the largest online marketplace in the world, and people specifically visit Amazon to shop for products. Naturally, advertisements on Amazon that market Amazon products are incredibly effective and beneficial to Amazon sellers.
A well-optimized and fruitful Amazon PPC campaign can significantly increase your brand awareness and visibility while also increasing your product listing’s organic ranking. Your product’s organic ranking is essentially the opposite of your PPC ad for that same product. You have to pay for those PPC ads to rank highly, whereas your product’s organic ranking rises as people purchase your product or engage with your product listing page.
5 Fantastic Amazon PPC Hacks
You should use the following hacks if you want your Amazon PPC campaigns to succeed.
Weigh Your Options Carefully
You must understand the different types of Amazon ads before you read any further. Understanding how each ad type works is imperative if you want to decide the most effective one(s) for your PPC campaigns. There are four types of Amazon ads.
- Sponsored Product Ads
- Sponsored Brand Ads
- Sponsored Display Ads
Each ad type has its pros and cons. These pros and cons primarily depend on your target audience and your goals for your campaigns.
Sponsored Product Ads advertise specific products. You can assign attributes and keywords to your ads and set your cost-per-click amount. These ads appear on the results page for relevant search terms. Sponsored Product Ads are relatively inexpensive compared to Sponsored Brand Ads and Sponsored Display Ads, and they are the only ad type that features automatic targeting.
Sponsored Brand Ads boost your entire brand instead of one specific product. Sponsored Brand Ads are perfect for people who are not familiar with your brand. They promote your logo, headlines, and product images, and you can even create videos to promote your brand’s story, message, and mission. Shoppers can visit your store or check out specific product pages from Sponsored Brand Ads.
Sponsored Display Ads combine copy and visual elements with a call-to-action (CTA) message that links to your landing page. You can find Sponsored Display ads at the top or along the sides of the website you are visiting or right in the middle of the content you are reading. Sponsored Display Ads show up all over the web, not just on Amazon, and target shoppers based on their interests and shopping habits. You can use Sponsored Display Ads to target people who have previously visited your store or product pages.
You must consider where your ads will be most effective when assembling your Amazon PPC campaign. You should also consider what you want to promote. Do you want to advertise a single must-have product or your entire brand? Do you want your ads to show up on other websites besides Amazon? The answers to these questions and considerations are up to you, but they will help you choose the right strategy for your business.
Use Data to Identify Prime Opportunities
“Prime opportunities.” See what we did there? *ahem*
You must offer products that interest consumers if you want your ads for these products to succeed. Don’t waste your time and effort trying to sell something that nobody wants.
Choose a category that does not require permission so that you can start immediately without waiting for Amazon’s approval. You should also determine if your product even has a chance to be successful on the marketplace.
Confirm that the best seller in your category has a rank under 5000. Your product has a much higher chance of success if this is the case. Verify that the three most popular keywords used to find products similar to your own have a combined search volume of more than 100,000.
Reviews are a powerful way to increase your product’s visibility. Products that have lots of reviews (especially good reviews) are dominant in the marketplace. Your product will have a higher chance of success if your top competitors have fewer than 50 reviews. Fewer reviews mean less authority.
It is ideal if your products weigh less than two pounds, as you will not have to pay for Amazon FBA (Fulfilled by Amazon) shipping costs and storage fees. Ensure your products are durable (or package them in durable packaging) to prevent them from becoming damaged during transportation.
Target Relevant KeywordsKeywords come into play when you try to rank highly on Amazon search result pages. You must use the same (or similar) terms and language that shoppers use if you want to advertise your products on amazon effectively.
There are free online keyword research tools you can use to narrow down the keywords that are most relevant to your brand and your products. Don’t use popular keywords simply because they are popular. Use keywords that directly relate to your products.
Assess the effectiveness of the keywords you use in your PPC campaigns. Discard the keywords that are not bringing traffic to your product pages.
Of course, you can’t forget about negative keywords, which are arguably just as crucial as traditional keywords. You can exclude your products from specific search terms by using negative keywords.
Search intent is an important consideration when advertising on Amazon. You don’t want to filter everyone to your product pages—just the people who are actually interested in your product. Effective negative keyword utilization reduces the number of people who accidentally happen upon your product pages and allows you to focus on people legitimately interested in your offerings.
Write Memorable Product Descriptions
Consumers love stories. Sometimes, a great story is all you need to make a sale to your target audience. Write memorable and compelling product descriptions and use their love of stories to your advantage.
Of course, you need to describe your product and showcase its features and benefits accurately, but a world-class product description illustrates how your product has already helped people and made a difference in their lives. Constructing a solid narrative around your product gets people invested in your offerings.
You should also sprinkle in some relevant keywords throughout your product description to improve its performance.
Establish a Flexible Pricing Structure
Shoppers love bargains. Establishing a flexible pricing strategy will help you adapt to sales trends and undercut your competitors that offer similar products at better prices.
You should be able to manage this by yourself pretty easily if you’re only selling a few products. However, if you offer an extensive catalog, Amazon’s algorithm can perform the adjustments for you. This is an easy way for you to stay competitive and keep your prices appealing.
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D8a Driven is run by former Amazon employees and brand growth experts knowledgeable about the inner workings of the online shopping giant’s complex algorithms and systems. We previously managed the most complicated businesses with Amazon’s largest suppliers, including P&G, Unilever, Nestle, and many more.
Our customers leverage our proprietary software and business service teams to enhance margin, accelerate growth, increase organic search traffic, improve advertising RoAS, and improve conversion rates. The Amazon marketplace is a behemoth, and achieving success as a seller is exceptionally difficult. D8a Driven will help you grow your business and reach highs that you never thought possible.