If you’re selling on Amazon, then you are most definitely leveraging Amazon PPC strategies and campaigns. PPC (pay per click) on Amazon refers to a form of advertising whereby you pay every time someone clicks on your ad. Are you trying to figure out how to make the most out of them while also not burning a hole in your pocket?
PPC strategies vary depending on the seller’s goals. The goal could be either to launch a new product, promote existing ones, build brand awareness, or promotion for quickly doing away with excess inventory.
The following strategies are guaranteed to be useful to sellers while streamlining their PPC campaigns
Negative keywords to improve visibility
Negative keywords are keywords that ensure your ad does not display for products that are irrelevant. While running manual campaigns, you would have already marked all of the keywords for which you do not want your ad to display. However, when it comes to running automatic campaigns on Amazon, it works differently and there won’t be any predefined negative keywords. This means that there are increased chances for your ad to be displayed for irrelevant search terms. Thus, sellers need to keep looking for those keywords that are generating clicks but not bringing in any sales and move them to negative keywords.
You have to be cautious while designating negative match words, and ensure you don’t include ones that are highly relevant to your product. Even if they’re low-converting ones, what you can do is retain them and lower their bids instead of marking them as negative. This works towards improving your visibility on Amazon and simultaneously reducing ACoS so that you have more to spend on keywords that have value.
Bidding according to search rank
When you’re running multiple campaigns with varying bids and budgets, you need to set your bid and budget for keywords, according to where the product listing ranks on the Amazon SERP. Identify the top-performing keywords, along with their page rank and listing position.
For a listing that appears beyond page 5 of Amazon search results, you need to take into consideration only the top-performing keywords from there that are generating sales and set modest bids for them.
For a listing that appears anywhere from pages 2 to 5, choose the top-performing keywords that are generating the most sales after a process of constant bidding. You can then optimize your PPC campaigns with those keywords as they boost your listing’s organic ranking along with an increase in the conversion rate.
For a listing that appears on pages 1 and 2 of Amazon SERPs, it is evident that the keywords used are high-converting. Thus, you need to adopt an aggressive bidding strategy for these keywords so that you can win the highest positions and this will enhance the visibility of your product.
PPC to re-engage customers
One of the very important parts of a PPC strategy is that you can use it to re-engage customers, or re-market products to customers who have visited your product listing pages. This is useful in bringing customers back to your product page by advertising off Amazon. Use your PPC campaigns in such a way that their content persuades customers to go back and complete the purchase or to purchase from you again and again.
Amazon keyword translations
If you’re selling on different Amazon marketplaces globally, then translating your keywords to another language so that you can cater to that country’s customers is one strategy. However, you cannot just simply translate the keywords in these ads to another language as there will be several roadblocks. First, the complete product listing content will have to be translated correctly including the back-end search terms. It is preferable to get a certified translator or a native speaker to do it so that you avoid making grammatical and spelling errors. Also, you must ensure that you translate according to the audience, and use those translated keywords only in that particular marketplace. For eg – use Italian keywords only while selling on Amazon Italy and use English keywords while selling on Amazon US.
Manual campaigns in tandem with automatic campaigns
The way you structure and run your Amazon PPC campaigns is another strategy. Manual campaigns give you more control over targeting and other specifics but automatic campaigns make it easier especially when you’re running several campaigns at a time. Both have their pros and cons, however, the best thing to do is to use both.
You should run automated campaigns prior to manual ones. This is so that you can obtain valuable keyword data which you can then use in your manual campaigns. With this strategy, you can use automated campaigns as a great source to constantly find new, top-performing keywords.
With the keyword data that has been collected, sellers can use varying keyword match types – broad, phrase, and exact, in all the different campaigns. Amazon’s A9 algorithm favors the exact match type the most but it is also the most expensive so ensure you include only high-converting keywords in the exact match campaigns. Bidding strategy to secure your brand name and beat the competition.
Bidding strategy to secure your brand name and beat the competition
PPC campaigns are the best way to spread awareness about your brand, boost its visibility, and maximize exposure. Every other brand owner is also looking to do the same thing. Therefore, one of the most important things to do is to bid on your own brand name.
A lot of people tend to overlook this particular function. This leaves room for your competitors to bid on your brand name. Every time someone searches for your brand, your competitor’s brand and products will show up, and this reduces your exposure. Sellers must bid aggressively on their own brand name to ensure that doesn’t happen. With you bidding, it becomes more expensive for them and deters them.
Conversely, one can take it a step further by doing what your competitors would do: start bidding on their brand name so that your products show up when someone types their name into the search box. This is another way to increase visibility and see a significant boost to your sales. However, also ensure that this is not eating into your profits. As mentioned earlier, bidding on a competitor’s brand name is going to be expensive, so you must set a budget and not exceed it.
Using automatic campaigns is a great way to save time and facilitate keyword research among other things. This is especially true when you have multiple campaigns. However, it can have its shortcomings when you don’t use the right tools. This is where SellerApp’s ad automation comes into play.
You can leverage automation such as SellerApp’s pre-defined rules for PPC campaigns, depending on the goals and achieve increased visibility and sales. Their rule-based algorithms are used to optimize bids, reduce wasted ad spend, minimize ACoS, increase conversion rates, and do so much more with ease. All you have to do is input metrics like ACoS, orders, clicks, etc… Now, just sit back and reap the benefits, while the expert tools take care of everything.
Choose from 3 different rule-based algorithms to automate your campaigns.
- Money Saver
This works towards minimizing wasted ad spend from low and non-converting search terms. If you have set a target ACoS, you can achieve it easily as it optimizes your ad spending and improves negative targeting.
- ROI Optimizer
If you want to achieve a target ROI for any campaign, set a minimum RoAS, and this rule will help you achieve it by targeting your RoAS benchmark. It will increase the bid value only up to the threshold value set by you. It will also consistently uncover potential keywords while the software makes changes to your bids so that you can reach your goals for each campaign.
- Keyword Harvester
This rule is used to increase visibility and conversions. How is it done? The algorithms let you optimize your bids so that you can reach a wider audience, thereby increasing your conversion rate.
SellerApp’s PPC automation takes strategizing and campaign management one step further with their Bulk actions feature, which makes it easy for the advertiser to create, edit and optimize multiple campaigns with just a few clicks. SellerApp saves you a lot of valuable time. Read this helpful article from Seller App to know more about how it works.
When it comes to optimizing and strategizing PPC campaigns, sellers have to be extremely careful as there is a lot of room for error. Leveraging expert data intelligence tools and following strategies like the ones mentioned above are the best way to secure yourself against weak campaigns. So, you can go ahead and start making the most out of PPC now!