Amazon PPC is the best way to reach new customers and sell more products. That’s why small businesses and large brands alike are investing in their Amazon paid search strategies. But if you don’t do it right, your PPC efforts can actually harm your business’s sales—and that’s why I want to help you get started with a killer strategy for dominating Amazon’s search results. With these tips from my years of experience running paid search campaigns on Amazon, we’ll show you how to set up a winning strategy that makes sure every dollar you spend is working hard for your bottom line.
What is Amazon PPC?
- Amazon PPC is a type of advertising on Amazon that enables you to reach customers who have searched for specific keywords.
- Customers are shown your ad when they’re looking at search results or on product pages that match the keywords you’ve selected.
- When someone clicks on your ad and buys something from your store, it’s called an “impression” or “click.” The number of impressions and clicks are two important metrics for measuring how effective your campaigns are performing.
The more impressions and clicks you get, the more likely it is that your ads will be seen by customers who could potentially buy from your store. The number of sales you make directly correlates to how successful your campaign is. There are two ways that you can measure how well an advertising campaign is performing:
- The number of impressions and clicks
- The number of sales
The number of impressions and clicks is a metric that will tell you how many times your ad has been seen. It’s important to note that this number doesn’t necessarily correlate to sales right away. This is because Amazon customers often look at ads before deciding which product to buy.
For example, you may see a lot of impressions and clicks but only make one sale. This means that your ads are working, but they need to be tweaked in order for them to perform better. The number of sales is the most important metric because it directly correlates with how successful your campaign is performing.
Why do you need to use PPC?
PPC is the most targeted way to advertise. It allows you to focus on specific keywords, which means that your ads will appear only when someone searches for those keywords. This makes it easier to reach the right people and helps avoid wasted spend on irrelevant traffic.
PPC also lets you control how much money you spend on each ad campaign, so if one campaign isn’t working as well as another, then it’s easy to cut back or even stop running that ad altogether until later when there’s more opportunity again (i.e., after seasonal holidays).
In addition, PPC allows you to track your campaign metrics. You can see how much each ad costs, what it’s generating in terms of click-through rate (CTR) and conversions, and which keywords are performing best so that you can focus on those when creating new campaigns.
Need a Killer PPC Strategy?
If you’re not sure that you need a killer PPC strategy, here are some reasons why it’s critical:
- You need to know your competition. The first step in any successful Amazon marketing campaign is knowing who your competitors are and how they’re doing on search engines like Google and Bing. This will help you figure out what keywords they’re targeting so that, in turn, you can create ad copy that stands out from theirs and drives more clicks from potential customers.
- You need to know your audience and what it wants from products like yours. If there’s one thing we’ve learned about e-commerce over the last decade, it’s this: no matter how good of an offer or deal someone finds online–if it doesn’t solve their problem or make them feel better about themselves/life/etc., then no sale occurs (or at least not enough sales).
This is why it’s critical to know your audience and what they’re looking for when they’re searching on Google or Bing. It helps you create ad copy that stands out from the competition and drives more clicks from potential customers.
Data is your friend. We’re not saying you should create ads without any research or data at all. You need to know what’s working for your competitors and what’s not so that, in turn, you can create ad copy that stands out from theirs and drives more clicks from potential customers.
How do you create a killer PPC strategy?
The first thing you need to do is get clear on your goals. Are you trying to drive sales, increase your brand awareness, or both? Once you know what the end game looks like, it’s time to start thinking about keywords and match types.
You should always use broad match keywords (BMM) in combination with phrases and exact matches where possible because they give you more reach than any other kind of keyword. However, if one BMM doesn’t perform well enough on its own, then consider adding additional words into that group as negatives so that only relevant searches trigger ads for those terms. For example: if someone searches for “blue sneakers,” then only shows ads when someone searches for “blue sneakers” but not “black sneakers.”
The next step is to start tracking your campaigns with Google Analytics and get familiar with the data. This will help you identify trends and make informed decisions about where to spend your budget. For example, if you notice that one of your ads isn’t performing well, but another one has had great results, then consider switching those two around so that each one gets equal exposure.
Track your keywords.
You can use your keyword data to make more informed decisions about what keywords you want to target. You can also use it to identify which keywords are performing well and which ones aren’t.
For example, if you see that your product page is ranking well for a specific keyword but not seeing much traffic from it, then there’s probably no point in continuing to target that keyword (though it might still be worth keeping as part of your broader strategy). On the other hand, if certain keywords are bringing in high volumes of customers but aren’t converting into sales as much as expected or, worse yet, making no sales at all, then those should absolutely be added back into your campaign
- Track Your Performance: Use your keyword data to track how well different keywords are performing in your campaign. This can be done by comparing the performance of each keyword against one another, as well as how it compares to previous performance. For example, if you see that a specific keyword is bringing in more sales than usual, then that’s great news. You may want to consider boosting its bid or even adding it back into your ad groups if it was previously removed.
- Create an Action Plan: Once you’ve run your campaign for a few weeks, take some time to analyze the data and create an action plan for moving forward. This should include not only which keywords to keep but also which ones are worth adding or removing from your campaign.
- Set Goals: Once you’ve determined which keywords to keep, set goals for them so that you can measure how well they’re performing in the future. This will allow you to see if your action plan is working and how much (or how little) it’s impacting the overall performance of your campaign.
- Stay Consistent: Once you’ve finished setting up your campaign and have an action plan for moving forward, it’s important to stay consistent with it. The best way to do this is by creating a schedule for yourself so that you know exactly when each aspect of your campaign should be updated.
- Test Your Keywords: This is a very important step that many people forget about. While it’s easy to get caught up in adding more keywords and creating new ad groups, you should also be testing their performance so that you can determine which ones are worth keeping.
- Optimize Your Campaign: When you’ve finished setting up your campaign and have been tracking it for a while, you’ll be able to tell which areas are performing better than others. You can then optimize those specific ad groups so that they’re generating more clicks and conversions than before.
- Test New Keywords: If you find yourself running out of new keywords to add, it’s important to test some new ones. This will help ensure that your campaign is always growing and doesn’t get stagnant over time.
- Monitor Your Results: It’s important to monitor your results on a regular basis so that you can see whether or not the changes that you made are actually working. If they aren’t, then it’s time to try something else.
Use the right keyword match types.
Use the right keyword match types.
There are four different types of keyword matches that you can use to target your product pages: exact match, phrase match, broad, and modified broad. It’s important to understand each type so that you can choose the best one for each situation.
Exact Match
The most restrictive type of match is the exact match; it requires that all keywords in the ad group be present in both the headline and body copy on your page (and vice versa). For example, if we were selling a book called “How To Get Rich Quick In Real Estate” and wanted our ads shown only when someone searched for that exact phrase or something similar like “How do I get rich quick in real estate,” then we would want this setting enabled for our ad group so we could bid higher because it’s more likely someone searching with those terms will convert into customers than someone searching with any other terms related to wealth building strategies or personal finance advice.”
Exact match is also useful when you are selling a product that has a unique name, like “The Gold Rush” DVD collection or the popular board game “Taboo.” If someone searches for those exact phrases on Google, then it’s highly likely they’re looking for your product; however, not everyone searches with these terms.
If an exact match is too restrictive, then a broad match should be the next option. In broad matches, your ad will be shown when someone searches with keywords that are similar to the ones in your ad group. For instance, if we were selling a book called “How To Get Rich Quick In Real Estate” and wanted our ads shown when someone searched for any term related to wealth-building strategies or real estate investing advice (like “real estate investing tips,” “how do I get rich quick in real estate,” etc.), then we would want this setting enabled for our ad group so we could bid higher than other advertisers who only had exact match enabled.
Create custom audiences for your competitors’ customers.
One of the best ways to get a leg up on your competitors is by targeting their customers.
To do this, you’ll need to create a custom audience for all of their customers who have shopped on Amazon before.
Then, use that list as an audience for ads targeting keywords related to your product and see how many sales you can make.
The best way to do this is by using the Amazon API in conjunction with your customer list. The API allows you to pull down all of the information that Amazon has on your customers, including their purchase history. From there, you can create a custom audience based on those who have purchased from your store before and then use that as an audience for ads targeting keywords related to your product.
Targeting on the right level of granularity with negative keywords.
Negative keywords are a way to exclude certain search terms from your campaign. For example, if the word “light” is not relevant to your product, then you can use negative keywords to prevent those searches from triggering ads.
Negative keywords can be used in two ways:
Broad, generic terms that have low relevance to your product – For example, if you sell yoga mats online, then it would make sense to exclude broad keyword phrases such as “yoga mat” or even more specific ones like “yoga mat reviews.” These searches don’t have enough relevance because they include too much information about what someone may want when they click through on one of these ads. They could be looking for anything from mats made with natural materials like jute or seagrass instead of synthetic polyurethane foam; different sizes from small mats suitable for children up to large adult size mats; different styles such as round versus rectangular shapes; etc., so all these variations are better suited for organic search engine optimization (SEO) rather than PPC campaigns which tend to only focus on one type at a time due limited space available per ad spot.
With these steps, you can make the most out of your PPC campaign and dominate your competition on Amazon.
With these steps, you can make the most out of your PPC campaign and dominate your competition on Amazon.
PPC stands for pay-per-click advertising. It’s a form of online marketing where advertisers bid on keywords that are relevant to their products or services in order to display ads when a user searches for those terms.
When it comes to dominating competitors on Amazon with PPC, there are two main things that need to happen: keyword research and ad creation.
Conclusion
So, there you have it. We hope that by following these tips, you’ll be able to dominate your competition on Amazon. Remember to use the right keyword match types, track your keywords and create custom audiences for competitors’ customers. You should also consider targeting on a granular level with negative keywords if necessary so that no one gets left out in the cold when searching for products related to yours on Amazon.
