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Amazon Pay-Per-Click is the advertising platform Amazon makes available to its third-party sellers. It allows sellers to create ad campaigns for their products and then charges them each time a potential customer clicks and views their ad.
If created and managed properly, an Amazon Pay-Per-Click (PPC) campaign on Amazon can help you sell more inventory, sell it at a faster rate, and increase your organic ranking.
1. HOW TO CREATE AN AMAZON PPC STRATEGY
While each section of this article offers a detailed overview of Amazon PPC and the individual strategies for each, here are the basics of a good management strategy.
- Test out each type of PPC ad campaign, especially automatic and manual
- Perform detailed keyword research using Zonkeyword or Junglescout for related keywords and competitor products.
- When starting out, set daily budgets and default bids 150-200% higher than what Amazon recommends.
- Let ad campaigns run for one week before running reports and making adjustments.
- Use ad reports from your automatic campaigns to find keywords for your manual campaigns
- Before adjusting or removing a keyword from a manual campaign, make sure the keyword gets at least 10 clicks
- Continue reviewing your ad reports once a week, subtracting, adding, and adjusting keywords as needed.
2. CHOOSING WHICH TYPE OF AMAZON PPC AD IS RIGHT FOR YOUR BUSINESS
When starting out, we recommend that you try each one of the ads available to you. These two ad types help you get the best picture of what sorts of keywords and search terms you should target on Amazon.
TYPES OF AMAZON PPC ADS
a. Sponsored product ads
- Sponsored product ads are the advertisements on Amazon that appear in search results and product listing pages. This is the most common type of Amazon PPC ad.
When creating sponsored product ads, there are two types of ads that a seller can create.
- Automatic-targeting ads. AN automatic-targeting ad focuses on keywords that Amazon’s algorithm determines to be related to your product listing. This is the easiest type of sponsored product ad to create.
- Manual-targeting ads. A manual-targeting ad focuses on specified keywords or like-products of your choosing. This optimization often results in more effective ads and lower long-term ad spend
b. Sponsored brand ads
- Sponsored brand ads, sometimes called “headline search ads”, appear at the top of Amazon searches. A sponsored brand ad allows a seller to include a logo, headline, and three or more products. To use sponsored brand ads, a seller must have a minimum of three brand-registered products on Amazon.
c. Sponsored display ads
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Sponsored display ads allow sellers to target shoppers who’ve already visited their page. Amazon automatically creates ads targeting those customers on its affiliate sites, such as Google, Facebook, Netflix, and even mobile phone apps. Like sponsored brand ads, a seller must have a registered brand in order to utilize sponsored display ads.
If you need help on how to create AMAZON PPC, EHP Consulting Group will be glad to assist you.
