Amazon offers pay-per-click (PPC) advertising, a method all sellers should be familiar with as a powerful tool for improving a product’s performance.
Creating a PPC campaign on Amazon is simple–all you need to do is go to your Amazon Seller Central dashboard, click on ‘Campaign Manager,’ and set up a campaign by adding details like your ad type, budget, and time frame. Finding success with Amazon PPC, however, is another story. The best way to ensure the best results is to hire an Amazon PPC expert from Guru!
What Is Amazon PPC?
Amazon PPC is an advertising model that Amazon makes available to brands, agencies, and third-party sellers on the platform. With it, sellers can set up ads by targeting specific keywords, which appear in the site’s search results and competitor product listings. It’s a powerful marketing technique, and three out of four Amazon sellers use it to generate traffic to their items.
How Does Amazon PPC Work?
Amazon PPC works through keywords and a bidding system. A seller chooses a keyword to bid on. When a customer searches for a product using that keyword, Amazon shows the product backed by the highest bid. If the customer clicks on the ad, the seller is charged.
The cost isn’t always the same as what was originally bid; instead, the seller only has to pay a cent more than the second-highest bid. That means that if you originally bid $3.00 per click and won, but the second-highest bid is only $2.00, then you only have to pay $2.01.
Types of Amazon PPC
Amazon offers three different types of PPC ads: sponsored products, sponsored brands, and sponsored display. The one you choose will affect how potential customers see your products. Here’s a breakdown of each one:
Sponsored Products
Sponsored products ads appear within search results and product detail pages within an ad carousel. They’re keyword-targeted, allowing the promotion of individual products in relevant search queries. They can increase visibility and help drive to your listings.
Sponsored Brands
Sponsored brands ads come up at the top of search results, as well as on product detail pages. They’re formatted to show a brand’s logo, headline, and products, which can help companies enhance their brand visibility and promote their product portfolio.
Sponsored Display
Sponsored display ads allow sellers to connect with users on and off Amazon. These can be displayed on product detail pages, customer review pages, and third-party websites and apps. These are great for directing potential customers to a product landing page, as well as remarketing.
How to Create an Amazon PPC Campaign
Now that you have an idea of the e-commerce site’s PPC mechanism, here’s a basic step-by-step guide on how to create a PPC campaign on Amazon:
Choose Your Product
Select the product that you want to make the ads for. This could be your primary product, your lowest-selling item, or just a specific product that you want to push to potential customers.
Decide How Much to Bid
You’ll need to define your ad budget, starting with calculating your PPC bid. You can use the following formula: ‘target (advertising cost of sales x product price) x organic conversion rate = default bid.’ If you want to be more aggressive, you can add 40–50% more to the price. Still, you won’t likely be paying for this (unless other bids are just as high).
Do Keyword Research
It’s important to know how to find keywords for Amazon PPC to maximize your ads. Use Amazon’s features and other marketing tools to do some keyword research. That way, you can choose terms that won’t be too saturated but can still drive success to your bottom line.
Optimize Your Amazon Products
While you will be paying Amazon to push your products, it helps to give it a little boost by optimizing your product listings. Using what you’ve learned from your keyword research, edit your page content, titles, and descriptions.
Set Up Your PPC Campaign
To set up your Amazon PPC campaign, go to ‘Campaign Manager’ in your Amazon Seller Central dashboard. Choose from the options prompted, then provide all the important details asked for. Submit your campaign for review, and just wait for it to be approved!
Hire an Amazon PPC Expert on Guru
Marketing is an important part of an Amazon shop’s success, but not every seller has the resources to take care of the tasks that come with it. Hiring an Amazon PPC expert on Guru–one of the top freelance marketplaces online–will allow you to focus on managing your page while staying assured that your Amazon advertising channels are fully maximized. Hire an Amazon PPC expert from Guru today!
