Do you also see all those ads by Amazon popping up on your screen but do not know how they work?
They all come under the Amazon Pay-Per-Click Advertising Campaign. Amazon Pay-Per-Click(PPC) has turned into one of the most befitting go-to-market strategies. It helps you drive your targetted audience to your website and increase the global reach. Retargeting through your PPC advertising campaigning is the most effective way of improving sales.
What is PAY-PER-CLICK(PPC)?
If it’s your first time running a PPC campaign, you must be aware of how a PPC campaign works.
You must’ve already heard or known about Amazon Pay-Per-Click. It’s another kind of marketing where the advertisers pay a fee each time one of their ads is clicked. You might need a proper plan to achieve your PPC targets on Amazon. Pay-Per-Click ads work for all types of advertisements like Sponsored Product Ads, Sponsored Display Ads, and Amazon Sponsored Brand Ads. Few important factors that help you run a successful PPC Marketing Campaign are listed below.
- Campaign Name
- Management of your Keywords
- Quality Score
- Relevance of the AD
- Duration of the Campaign and its budget
- Unique Selling Proposition
- Target ACoS
- Target ASIN
- Extensions of the AD
- Online Reputation
- Landing Page
Let us now discuss each of them in detail.
Campaign Name: The basic concept of a Campaigning name is to give the advertiser an idea of what the goal with the ads in the campaign is. Changing your PPC campaigning names will help you organize your account and saves more optimization time for you. By changing them, you can also filter the data alongside. The other important reason to change your name of the campaign is to allow it for better insights in google analytics. Naming Convention is as influential as revamping the titles. In order to achieve a successful PPC campaign, you have to follow all the rules of a naming convention.
Management of the Keywords: Keywords are the grounds for almost everything in a PPC advertising campaign. Organizing your keywords helps you improve your quality score and equip you to create more appropriate matter. In terms of SEO, keywords play the role of “achieving your target.” Keywords are one of the special segments of advertising on Amazon. There are different types of keywords to be taken care of and they are:
- Long-tail Keywords
- Short-tail Keywords
- Product defining Keywords
- Locational Keywords
- Short-term fresh Keywords
- Long-term evergreen Keywords
- Customer defining Keywords
- Informational Keywords
- Branded Keywords
- Generic Keywords
The more keywords you nail, the more organic views you start acquiring. Try using all the different types of keywords to grab the eyes of different audiences. Long-tail and short-tail keywords are something that you have to concentrate more on due to them being more technical when compared to the others.
Quality Score: It is the key metric to a successful PPC marketing campaign. Just like other ads, Amazon specifies a quality score for your ads. A quality score is used to determine your cost-per-click(CPC). You can improve your PPC quality score simply by choosing and grouping keywords that relate to your landing pages, making sure that these are helpful to the other potential customers. A good quality score for high-intent commercial keywords is 7. And a good quality score for low-intent keywords is around 9.7. Amazon considers different metrics to determine their quality factor like:
- Performance of the Product
- Product Experience
- AD Relevance
Relevance of the AD: AD relevance is defined by how accurately your PPC advertisement campaign matches a user’s search. In a PPC advertising campaign, relevancy or “relevance” is the factor which determines a rank by the campaign conducted. Also, remember to maintain the relevancy of your ad to the product you are selling. Amazon Ad Relevance is all about guaranteeing good customer service. Not all the ads are really relevant when talking about the landing pages. Your landing page must be relevant and should exactly display what you are saying through your PPC ads. Brands usually bid keywords that are relevant to their products so that they appear on the first page of the actual results page on the official Amazon website. For this reason, you have to consistently maintain your ad relevance.
Duration of the Campaign and its budget: There are different types of Amazon PPC campaigns like Sponsored product ads, sponsored Brand ads, and sponsored display ads. The duration for a PPC campaign to be successful is at least three months. It might be different for each type of PPC ad campaign. It will consume more time to extract the data from the ad campaign, especially when you have a small audience size. Amazon PPC ad campaign gives you an idea in one to two weeks of duration about how successfully your ad campaign is running. The amount you spend on an advertising campaign during 24 hours is called your daily budget.
Statistics show that average and medium-sized businesses spend around $9000 and $10,000 on a PPC campaign. There are few effective ways to maximize your PPC budget. They are:
- To bid more on high-value keywords.
- Optimize Ads
- To know about your competitors and their strategies.
- Reach the targetted audience
- Alloting budget tactically.
- To manage your PPC ad campaigns carefully.
Unique selling proposition: USP is the abbreviation of Unique Selling Proposition. It is generally a phrase defining a product or a service that differentiates it from other similar goods and services. To be precise, Amazon’s unique selling proposition(USP) is an innovation and customer service. Amazon Usp will help you find the differences between you and the other competitors’ products. It shows the comparison between your products lower-cost and the other other competitors’ product lower cost. A USP could also give an idea of what the others have and what you don’t have. These are the reasons why USP is considered a very important component in your PPC advertising campaign helping you make a difference when compared with the rest.
Target ACoS: ACoS is the abbreviation of Advertising Cost Of Sale, which measures the performance of Amazon advertising campaigns including theAmazon PPC campaign. It is the ratio of the ad spend to the revenue generated on it. It’s calculated in the percentage to show you how much profit or loss you are making through the ad campaign. Advertising Cost of Sales(ACoS) is the factor that determines how successful the ad campaigns are running. With the ACoS percentage derived from the formula, it’s easy to conclude the ad campaign. Through the analysis, you get from the measurement of ACoS you can also try to optimize your ads by following certain methods.
To know more about ACoS, click on to AiHello websites and read the other blogs on ACoS.
Target ASIN: It is mandatory to know about the ASIN if you are trying to sell anything on Amazon. ASIN is the abbreviation for Amazon Standard Identification Number. It is a unique 10 digit number considered as an identifier for a particular product that is assigned by Amazon. Just like Keywords, these ASINs can be selected manually or can be chosen automatically through an algorithm designed by Amazon.
You might be wondering why these ASINs are given so much importance? It’s because they serve a lot of data by referring to the catalog data, for searching and browsing on Amazon.com, etc. All of these help the customers search their products easily by applying some filters and also directly search any specific product by its ASIN making it customer-friendly. As long as the PPC ad campaign runs customer-friendly, it runs successfully.
Online Reputation: It is considered as one of the powerful weapons for a PPC advertising campaign to run smoothly and cleanly. You can massively improve the reputation of your company by running a successful PPC campaign. It does help you in many ways. You can get a higher global reach and more exposure to your brand. Having a good online reputation will help you increase your sales to another level. Effective online reputation management will develop a good image for your business. You can always work on your online insights whenever you’d like to change anything according to the customer’s insights on your website and the response to your PPC advertising campaign.
Landing Pages: Landing Page is nothing but a page you end on after clicking on a Pay-Per-Click advertising campaign. It is also called the “Visitors Land.” This page is exclusively for the products to be displayed which previously were displayed on the PPC ad campaign. There are few practices you must be aware of for PPC Landing Pages. They are:
- Your PPC Landing Page must be relevant to the keywords you bid on
- Especially on these pages, concentrate more on the target audience rather than concentrating more on the general audience.
- Use unique pro-photos to attract a major part of the audience
These are the factors that you should all know about before you get into the marketing field and start your Pay-Per-Click Advertising Campaign.
In this way, a Pay-Per-Click advertising campaign must be carefully handled because it often can be tricky. In case if you are new to all of this, it might take some time to understand the concept or the working of a PPC campaign. Take an ample amount of time and put in enough effort to make sure the campaign runs competently. This is the highest level of campaign structure and needs to be extraordinarily optimized and fuss-free. Otherwise, it would be impossible to analyze your search term data to optimize your PPC campaign. A maximum number of 20,000 groups are allowed for the campaign approved by Amazon. Also unlike those of google Adwords, a product’s organic ranking on amazon is directly influenced by Amazon PPC sales.
A Pay-Per-Click Advertising Campaign is one of the impressive strategies Amazon has come up with to increase the number of sales all along with profits. Likewise said, there are collectively various methods to optimize your PPC Ad campaign. Not all Amazon sellers might think alike. Few techniques might work out well for some and a few would disappoint some. We have discussed most of the factors that have a serious effect on a PPC ad campaign above. Put in the best of your efforts and make sure to try all of them.
Stay tuned to AiHello for more interesting conceptualizations on Amazon PPC.