You’ve either just launched a brand new product without a proper clue or have found yourself short on Amazon PPC expertise, in both cases, I hope to be of help and download you on all information you need to know about Amazon PPC Campaigns and maintaining them.
Let’s face it. It is a cutthroat competition, where you have to fight tooth to nail in order to get a better spot on page one of Amazon because no really goes beyond page one to buy what they come looking for. Approximately 80% of the consumers buy from page one and even from this selected group, 70% of the buyers don’t look past the highest organic rankings. There’s no doubt you need a successful management strategy if you want your product to rank among the winners. Otherwise, what’s the point?
Amazon PPC campaign runs parallel, in terms of achieving the end result that is: More sales, to other marketing strategies such as ManyChat, ERP (Early Reviewer Program), Deals and Coupons on Social Media Marketing or product website.
Basics Of Amazon PPC
Amazon PPC is an attention-grabbing and a very powerful marketing platform sponsored by Amazon’s website itself. It allows professional sellers to run advertising campaigns by indexing keywords to the product for increased visibility in search results or competitor’s listing, and if you do everything correctly, higher organic rankings.
In key terms, Amazon PPC is an advertising service that can be used to run product ads so you can gain visibility on Amazon’s page one search results using certain keywords. Pay-Per-Click, as its name suggests, charges the seller every time a consumer clicks on the advertisement displayed.
When you receive orders from those keywords through PPC, Amazon indexes those keywords to your product. Hence, PPC allows you to organically rank keywords of your own choice. The goal of Amazon PPC is to boost sales and eventually attain a higher organic ranking once you’ve gained enough exposure and sales.
On a side note, PPC can be best utilized when your listing already has a few numbers of reviews.
How Does Amazon PPC Work?
The concept behind Amazon PPC Ads isn’t as complicated it sounds. Here is a quick review of what shows up on Amazon when millions of buyers hit enter with various searches each month. Buyers type either small search terms or most frequently a string of words entered to get specific results.
The longer string of keywords is called long-tail-keywords, otherwise just keywords. Once they hit enter Amazon’s algorithm stirs into motion and it retrieves a list of search results that have a match to the search term as specific as it can.
The products that you will see in the results will either have two sources or let’s say reasons to be there. One is Organic and the other is paid. Amazon PPC, as I have discussed above, deals with paid sponsored products. Both types of these results have a place on the top. However, paid results may appear more than in one place.
They can not only be above organic results but also between and on either side. They can also have a place below on an organic product’s selling page. Sponsored ads, their type, and their positioning will be discussed in a while. For now, I’ll stick to the mechanisms.
Amazon PPC functions on the basis of an enhanced auction-based approach. Vendors and sellers are required to bid on keywords that the buyers will likely use to search for products. Day to day budget is set for each keyword. The keyword selection method entirely depends on you. You can use Amazon Keyword Toolto choose the right keyword for your campaign.
Either let Amazon fetch relevant keywords according to your listing or manually enter them. Your ads’ display chances go higher as you bid higher. As it works in any auction. The less you bid on keywords, the lesser chances of your ad being displayed. You always have the option of managing bids on keywords in between your campaign according to the profit you reap from them. Once your ads are displayed, every time a customer clicks, you pay for it.
Source: https://www.amzonestep.com/blog/all-you-need-to-know-about-amazon-ppc/
