Amazon PPC advertising is a great way for brands to reach consumers while they are actively looking to buy something on Amazon itself.
In today’s post, you will learn the pros and cons of Amazon Advertising and some of the best practices so that you can start running your Amazon account quickly.
One of the greatest things about Amazon is the hidden volume of customers that can potentially use the site to find out your business. It is reckoned, that every month, almost 200 million people look on Amazon to buy something.
However, together with all this customer database, comes a large competition. There are over five million sellers on Amazon. So regardless of your business selling makeup or cleaning products, if people are searching for your product, they will probably find quite a range of similar offerings.
That is where PPC advertising comes into play. If you have used Amazon, you have almost definitely run into PPC advertising. Much like Google Ads, Amazon PPC management uses a bidding system to help businesses get to the top of the browser’s search results. However, PPC is not a system where businesses can simply “set it and forget it.” In Amazon, PPC optimization means carefully creating ads that are both useful for the customer, allowing them to very quickly decide whether or not your product is right for them, as well as provide enough information for Amazon’s ad ranking algorithm ( A9) to place the ad at the top of relevant searches.
Some people say that Amazon PPC is actually a little bit easier to navigate than Google Ads if you know what you’re doing. That’s mainly because, unlike Google, Amazon can place ads all over the site without setting back the user experience.
The SERP, which stands for, search engine results page. Owning the SERP for your most important products means you are being top-of-mind for customers who are coming to Amazon.
As with any paid search program, your main goal should be to get the most attention when shoppers search on Amazon. You can take control of the SERP by using both Sponsored Products and Sponsored Brands to get the most views on the page on top priority category terms.
In order to take control of the SERP, you first have to know your keywords. To get the keyword knowledge you need, use Amazon’s search term report and a tool that helps find the most converting keywords. This Amazon report shows all the search terms that made your ads show, allowing you to strategically select new keywords, while also gaining an understanding of which terms work and don’t work for your product campaigns. This data also helps you fine-tune your keyword strategy and identify negative keywords.
Once you are established at the top of the SERP for a specific product and that product is acting as a converting “window display,” you are in a perfect position to get attention for your other products as well. Using paid ads to promote your whole product catalog is a huge part of Amazon PPC optimization.
Sellers with an active registered trademark that already have an Amazon account and can prove that they are the rights owner or authorized agent for that trademark can become registered brands with Amazon PPC management.
So, this means that those businesses have access to Sponsored Brands advertisements.
One of the common mistakes that marketers make when working with Amazon is to think of it as a immediate response channel. Marketers who are deeply concerned with common advertising key performance indicators (KPIs) such as Return-on-Ad-Spend (ROAS) and Cost-per-Action (CPA) are missing the potential of Amazon to help build long-lasting relationships with both new and returning customers.
While Amazon has been harmed for helping to kill the good old days of customers going back to the same stores over and over for their purchases, the “Order Again” function is actually very powerful. And one of the first places to start is with paid search ads.
There are two main selling platforms on Amazon: Vendor Central and Seller Central. Vendor Central is for big brands and Seller Central is for smaller retailers; however, the two platforms have many overlapping ad types. While anyone can sign up for Seller Central, those who wish to be a part of Vendor Central need to either be invited or fill out an application. Inside Seller Central, vendors can create two types of ads: Sponsored Products and Headline Search ads, which are both targeted by keyword.
All Amazon sellers use an auction system in order to bid on keywords. The winner of those keyword bids appears at the top of search results. By far, Amazon’s Sponsored Product ads are the most popular type of Amazon PPC ad, as they have a conversion rate of around 10 percent. Sponsored Product ads are those that appear at the top of search results and include product images and descriptions
To maximize the impact of Amazon for your business, you might want to think of your paid search ads as invitations for customers to come in and take look around ( while hopefully ending up buying something).
Amazon, which plays a key role in product research with reviews, questions/answers, high-quality images, and videos are crucial.
Understanding the powerful role that Amazon plays in today’s customer journey, starting with that first Sponsored Product or Sponsored Brand encounter, makes for a better approach to planning and organizing for your customer’s journey and truly maximizes the full great impact that this marketplace can have on your business.
Recently, Google modified their site link extensions policy, officially allowing brands to link from their product ads to include store pages—including Amazon. Take advantage of this somewhat underestimated opportunity in 2019 because very soon all your competitors will all know about this and you won’t have the same competitive advantage that you could have right now.
Getting ready for big days on Amazon, like Prime Day, but also Cyber Monday, or any time period where your products will be in high demand means you need to create individual strategies for such days. Every element of the program should be tested: bids, budgets, ad creative, etc.
Prime day on Amazon is obviously huge. So huge, in fact, that Prime Day 2019 resulted in 175 million items sold on Amazon, which topped other huge shopping days–like Black Friday and Cyber Monday.
Of course, planning and preparing to optimize Amazon PPC ads requires a global view and understanding of campaigns, audience engagement, and product positioning in order to invest smartly in the fast-paced world of Amazon PPC advertising. Hence, using tools that give visibility into every facet of your listed products and allow for real-time insights for scaling campaigns, is in fact crucial to make the most of your Amazon budget.
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