Guest post from SellerMotor
Establishing a strong PPC campaign can be highly beneficial for Amazon sellers, but it is not as easy as it seems. In fact, six out of ten sellers struggle to make an effective PPC campaign for Amazon. It requires sellers to put in extensive research and time to build a PPC campaign that is lucrative for their business.
In this article, we will show you how to create a smart Amazon PPC campaign that will help you drive more traffic and lead that will eventually generate sales.
The Right Use of Keywords
The way you use keywords in your campaign determines the efficiency of your overall ad campaign. Whether you are starting as a new seller on Amazon or launching a new product, it is effective to kick-off your campaign with long-tail keywords. Once you have gained success with the chosen long-tail keywords, you can gradually move towards generic and most-searched keywords.
If you target the most-searched keywords initially, you directly complete with establishes players in your market. You will have to invest a substantial amount of money, and you might not get adequate brand exposure, traffic or conversions.
That being said, sorting out the right long-tail keywords and bidding accordingly can be an arduous process; this is where Amazon PPC software like SellerMotor SmartPPC plays a pivotal role. It will automatically add keywords that are profitable and remove those that are not. No manual work needed, your advertising cost will be cut down significantly.
Structuring Your Ad Campaign
Prior to starting your Amazon PPC, as a seller, you should think about how much time and effort you want to invest in optimizing your campaign. If you are looking for campaigns with less effort, you should know that this also means less precision. Depending on your campaign objectives, you can structure your ad campaign in various ways and find an ideal balance between your effort and campaign precision. Following are some of the primary goals of the PPC campaign
Broad Ad Group
The primary objective of the broad ad group is to allow Amazon to match related search terms with keywords used in the campaign. This will help you determine the highest performing keywords that you would want to target.
The objective of setting up an automatic campaign is to allow Amazon to match new customer search terms to your ad automatically. Since it is an ongoing campaign optimization, you will have to constantly lookout for new search terms that are resulted and determine the ones that have generated leads or orders.
Exact Ad Group
The keywords that are generated in the Exact Ad Group are considered most relevant to your product, and the objective is to generate as many sales as possible. The keyword search volume will be higher, meaning your bid competition will also be higher.
Rank Optimization via PPC
Bids, as well as budget assigned for a particular keyword, rely on the search rank of the listing in the search results. So to begin with, you should track all the top keywords for your listing and determine why they are ranking top on Amazon. Furthermore, assess the page rank and position of your listing you can optimize your campaign in the following manner.
Ranking on page one and two
If you are targeted keywords that are ranking on the first and second pages, you must take a more aggressive approach. Considering that you are merely a couple of steps away from ranking on top, you want to be as active as you can with your bidding in order to boost your product’s visibility and get a high position.
Ranking Between Page Two and Five
When the keywords rank between page 2 and five, you can implement a less aggressive approach where you focus on top-performing keywords. You must consistently bid and identify which keyword is generating more sales, then optimize your PPC campaign accordingly.
The Ranking that Goes Beyond Page Five
If your targeted keywords are coming on Page six and further, then you should only focus on a couple of keywords that have a better conversion rate instead of working with all keywords. This way, you will be able to save money and concentrate on search terms that are generating results. At this point in time, you can keep your bids at a modest level.
Connecting your Bids and Ad Placements
Amazon recently introduced some new features to optimize the way the bid is placed in PPC auctions. This allowed sellers to enhance your PPC campaign in a more efficient way and give you more control over where you want your ads to placed and how much will pay for the same. In this strategy, you should focus on modifying your bids depending on where you place the ads.
Your ads are either displayed on top of the search results, within the search results, or in the product detail page. You can view the ad placement report and see which of the three positions provided you with the most exposure and conversion. And based on that insight, you can make the bids to enhance your probabilities of generating increased brand awareness and conversions.
Combine Group Variations
If your product comprises of multiple variations, they are probably going to be listed as Child ASINs. And it is not feasible to run an ad campaign for each of the variables separately. This is because it will exhaust a considerable amount of your budget, and your variation might end up competing with each other. An effective strategy to deal with challenges is to combine the variation and make one organized package and sell on Amazon as a unique ASIN. Besides, people love packages deals, so you are likely to get more brand awareness. If you don’t have enough bandwidth for creating a combined package, then you can focus on only top-performing variations.
Creating a PPC campaign allows you to generate higher brand awareness and boost your probabilities of making sales; however, it is not an easy task to take on. You need to leverage the right market knowledge and effective Amazon PPC software such as SellerMotor SmartPPC, in order to, create a strong campaign that will help you generate greater brand visibility and sales.