Pay-per-click (PPC) campaigns are a popular and effective way for businesses to advertise their products and services online. In the context of Amazon, PPC campaigns allow sellers to promote their products and drive more traffic to their listings.
PPC campaigns on Amazon are an essential component of a successful Amazon selling strategy. With millions of sellers and products on the platform, it can be difficult to stand out and reach your target audience. By running effective PPC campaigns, you can increase your visibility, drive more sales, and improve your overall Amazon performance.
In this article, we’ll provide you with a comprehensive guide on how to run effective PPC campaigns on Amazon. We’ll cover everything from setting up your campaign to creating effective ads, tracking and measuring your campaign performance, and best practices for success. Whether you’re new to Amazon selling or looking to improve your existing PPC campaigns, this guide has got you covered.
Setting Up Your Amazon PPC Campaign
Before you can start running PPC campaigns on Amazon, you’ll need to set up your Amazon seller account. Once you have an account, follow these steps to set up your PPC campaign:
- Log in to your Amazon Seller Central account.
- Under the advertising tab, click on ‘Campaign Manager’.
- Click on ‘Create Campaign’.
- Choose ‘Sponsored Product’ as your campaign type.
- Fill out the form by giving a name to your campaign, a start and ending date of your choosing, and the campaign budget you want to spend on a daily basis. When setting your budget, you’ll need to decide how much you’re willing to spend on advertising per day.
- Amazon recommends starting with a budget of at least $10 per day. Your bid strategy determines how much you’re willing to pay for each click on your ad. You can choose between automatic bidding, where Amazon sets your bids for you, or manual bidding, where you set your own bids.
- Choose which type of Targeting you want.
a) Automatic Targeting is where you only set your bids, and Amazon decides against which keywords your ad will be shown.
b) Manual Targeting is where you decide everything yourself, from your bid to the keywords against which you want your ads to be shown to audiences.
- If you chose Manual Targeting, then you will have to add keywords against which you want your ads to be displayed.
a) Broad Match
Your product will be shown against keywords who aren’t similar to your keywords, but broadly resemble them.
b) Phrase Match
Your ads will only be shown when the user searches for the exact same phrases used in your listing.
c) Exact Match
The searched terms should be exactly the same as in your product listing to have your ads displayed against them.
Once you have saved your preferred keywords, you can proceed to the campaign bidding strategy. However, people who choose automatic targeting can head straight to bidding strategy without having to enter their keywords.
- Now, it is time to choose your campaign bidding strategy:
a) Down Only
If Amazon believes that your ads are not likely to attract consumer interest, it will lower your bids.
b) Up & Down
Amazon will increase the bid when chances of it turning into a sale are higher, but lower the bid when it isn’t likely to convert into a sale.
Amazon will use the user’s bid as it is, and will not propose any change based on the chances of sale.
- Now choose the product(s) against which you want your bids to be shown.
- Now select the bid price. Be careful with that, as the bid price you choose will apply to all bids in the campaign. You can choose to go with the default bid, but if you want to customize this aspect, then click on ‘Set bids by targeting group’. This will open up four options:
a) Close Match: displays ads to shoppers who have used search terms which closely resemble the ones you used in the product listing.
b) Loose Match: shows ads to people who have used search terms which only loosely resemble those used in the listing.
c) Substitute: targets customers who are looking for substitutes of your product. For example, people searching for children’s clothes from a different brand will be shown the children’s clothes that you are selling.
d) Complements: shows your ads to shoppers who are checking out a product which is complemented by your product. For example, people buying iPhones will be shown your ad if it features iPhone accessories.
- You can launch this campaign in other marketplaces as well by selecting the ‘Launch to other marketplaces’ option.
- You can target negative keywords as well. This enables you to ‘exclude’ the keywords against which you do not want your ads to be shown. For example, if you are selling children’s clothes, then you can add ‘men clothes’ and ‘women clothes’ to negative keywords, and your ads will not be shown against the latter. This helps you to keep your campaign focused on the target audience.
- Now, with all things taken care of, simply clock on ‘Launch Campaign’ to initiate your PPC campaign.
And that is pretty much it. By following these steps, you can create a strong PPC campaign and ensure that it is set up for success.
Creating Effective Amazon PPC Ads
Now that your campaign is set up, it’s time to focus on creating effective ads that will grab the attention of your target audience and drive clicks and conversions. Here are some tips for creating compelling Amazon PPC ads:
- Write Compelling Ad Copy: Your ad copy should be concise, engaging, and highlight the unique features and benefits of your product. Use strong calls to action and include any special offers or promotions.
- Create Eye-Catching Visuals: In addition to your ad copy, your visuals are also crucial for grabbing the attention of potential customers. Use high-quality images or videos that showcase your product and its key features. Consider using lifestyle images that show your product in use to help potential customers visualize themselves using it.
- Use High-Converting Product Images: Your product images should be clear, high-quality, and show your product from multiple angles. They should also be consistent with the images on your product detail page to avoid confusion or misrepresentation.
By following these best practices for creating effective Amazon PPC ads, you can increase the likelihood of driving clicks and conversions and ultimately achieving your campaign goals.
Tracking and Measuring Your Amazon PPC Campaign Performance
Once your Amazon PPC campaign is up and running, it’s important to track and measure its performance to ensure that it’s meeting your business goals. Here are some tips for tracking and measuring your campaign performance:
- Use Amazon’s Campaign Performance Dashboard: Amazon provides a user-friendly dashboard where you can monitor your campaign’s performance in real-time. This dashboard allows you to track metrics such as clicks, impressions, conversions, and ad spend.
- Identify Top-Performing Keywords and Ads: By monitoring your campaign performance, you can identify which keywords and ads are driving the most clicks and conversions. You can then adjust your bidding strategy and ad copy to focus on these high-performing elements.
- Evaluate Your Campaign’s Return on Investment (ROI): Ultimately, your Amazon PPC campaign should be generating a positive return on investment. To evaluate your campaign’s ROI, you’ll need to track your ad spend and compare it to your sales revenue generated from the campaign. If your ROI is negative, you may need to adjust your bidding strategy or targeting to improve performance.
By regularly monitoring and evaluating your Amazon PPC campaign’s performance, you can make data-driven decisions to optimize your campaign and maximize its effectiveness.
Best Practices for Running Effective Amazon PPC Campaigns
Running effective Amazon PPC campaigns requires ongoing effort and optimization. Here are some best practices to follow for maximum success:
- Conduct Keyword Research and Targeting: To ensure that your ads are being shown to the right audience, you need to conduct thorough keyword research and targeting. This involves identifying relevant keywords that your target audience is searching for and incorporating them into your ad campaigns.
- Optimize Your Campaign for Maximum ROI: To maximize the return on investment (ROI) of your Amazon PPC campaigns, you need to continually optimize them. This includes adjusting your bid strategy, ad copy, and targeting to improve your campaign’s performance and achieve your desired results.
- Keep an Eye on Your Competition: Your competition can have a significant impact on the success of your Amazon PPC campaigns. Monitor your competitors’ campaigns and adjust your own campaigns as needed to stay competitive.
- Test and Refine Your Campaigns: To ensure that your Amazon PPC campaigns are always improving, you should constantly be testing and refining them. This can involve testing different ad copy, visuals, targeting options, and bidding strategies to see what works best for your product and audience.
By following these best practices, you can increase the effectiveness of your Amazon PPC campaigns and achieve your business goals. Remember that running successful campaigns on Amazon requires ongoing effort and optimization, so be prepared to continually adjust and refine your strategies.
Running effective Amazon PPC campaigns is essential for achieving success on the platform. By setting up your campaign correctly, creating compelling ads, tracking and measuring performance, and following best practices for optimization, you can maximize the return on investment of your campaigns and achieve your business goals.
Remember to conduct thorough keyword research, monitor your competition, and continually test and refine your campaigns to ensure that they are always improving. And don’t forget to regularly track your campaign performance using Amazon’s dashboard to make data-driven decisions and adjustments.
Overall, running effective Amazon PPC campaigns requires ongoing effort and optimization, but the potential benefits are significant. By following the tips and best practices outlined in this article, you can increase the effectiveness of your campaigns and achieve success on the platform.