Amazon Sponsored Ads (Amazon PPC)
Amazon Pay-Per-Click is an advertising strategy designed only for the Amazon marketplace. In many ways, it is quite similar to Google PPC – sellers bid on a particular keyword for which they want their ads to be displayed. Higher the bid, the better the position the ad will be displayed at. Sounds easy, right?
Well, truth to be told, running an Amazon PPC campaign is a bit more tricky than it may seem.
This is because there are many things to consider while running an Amazon PPC campaign.
Amazon Advertising Cost Of Sales (ACos)
To list some of the things, you have your advertising cost of sales (ACoS), top performing keywords, your bids, amount spent on each keyword, et cetera. Whether the person is an expert or an amateur, it can be very easy to lose track of these key metrics and consequently, you may end up making a mistake that will eat into your margins and even take your business to loss!
The very first thing that you must do here is familiarise yourself with best Amazon PPC practices. This is going to take some time, to say the least. However, we can assure you that if you invest some time in learning the ins and outs of Amazon PPC, then your business will benefit greatly from your knowledge. With that in mind, we have prepared here a complete guide for Amazon PPC – a handbook, of sorts. You can go through this to understand the basics of it.
Amazon PPC Optimization
Now, the next step is to realise the key important indicators for your Amazon PPC campaign. These are the metrics that you are going to track, time and again, to achieve success and best results for your Amazon business. It is crucial that you optimize your campaigns accordingly with the help of an Amazon PPC optimization tool. We briefly spoke about them earlier but let us list them systematically here:
- Your advertising cost of sales (ACoS)
- Top performing keywords
- Your bid amount for each keyword
- Negative keywords
- Your total PPC spend and revenue
- Click Through Rate
- Cost Per Click, and many more.
Now, for a second, imagine trying to optimize an Amazon PPC campaign with so many data points. Let’s say after a week or two of running your campaigns on Amazon, you want to go back, analyze the results and draw valuable insights from them.
In reality, this is a practice that you must follow, no matter what. You want to constantly check what is working and what isn’t and if you fail to do so, then it may severely impact your ACoS.
For example, if you don’t check your campaigns regularly, then you may very well be spending a lot of money on non-performing, negative keywords without even realising it! This is the money that could have gone into the keywords that are bringing you results.
Amazon PPC Management
With so many metrics in place, it will be easier to track, manage, and organize the ad campaigns on Amazon with the help of a dedicated Amazon PPC management software.
Instead of tracking all the performance indicators individually, you will have all the important data at one place, ready to be analysed! This will not only save you a great deal of time, but by managing your campaigns with ease, you will be able to concentrate your efforts on other aspects of your business.