A major challenge Amazon sellers face is the ability to effectively market their products online. Luckily, the solution lies in Amazon Pay-Per-Click(PPC).
Amazon PPC is a very broad topic to understand. Ankitha Nagaraj will be exploring the whole PPC discussion in great detail over a 2-part video series.
What is Amazon PPC?
Amazon PPC Campaign helps you to target keywords and increase your Amazon sales through sponsored ads.
Part 1 of the Amazon PPC series is dedicated solely to fundamentals of Amazon PPC Campaigns. We will cover these topics:
– Objective/End Goal of PPC Campaigns – 1:23
a. Launch Phase – 1:35
b. Growth Phase – 1:42
c. Scaling Phase – 1:47
– Different types of PPC Campaigns – 2:10
a. Amazon Ad Automatic Targeting – 2:14
b. Manual Targeting – 3:26
– Definition Ad Groups – 4:06
– How to set up Ad Groups – 4:55
– SellerApp Amazon PPC Campaign Naming Convention – 6:27
– Various terms used in Amazon PPC – 6:54
a. Impressions – 7:01
b. Clicks – 7:18
c. CTR (Click-Through-Rate) – 7:22
d. CPC (Cost-Per-Click) – 7:51
e. ACoS (Advertising Cost Of Sale) – 8:08
If you want a comprehensive understanding of how to create and execute a PPC campaign, head over to Part 2 of the video series.
#AmazonPPCGuide #AmazonSponsoredAds #PPCStrategy2018
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Amazon Pay Per Click Part 1 of the series is dedicated solely to different types of PPC campaigns. Before we dive deep into PPC campaigns, structuring the campaigns and optimizing it, let’s understand why we need to run the campaigns in the first place. What is the objective and end goal? What are we striving for?
In a broader sense, most sellers have one of the following as the end goal –
1. 1st is the Launch phase, where in you launch a product effectively and get initial sales momentum
2. 2nd is the Growth phase, where you focus solely on search rank optimization for organic growth
3. 3rd is the Scaling phase. In this phase, you aggressively increase sales in a short period of time.
Amazon Automatic PPC Campaigns: As the name suggests, these campaigns are completely automatic with very minimal operational efforts. Automatic campaigns are where Amazon does all the work. As a seller, all you have to do is enter your campaign name, start date, and the ad budget (we will discuss all the different terms in just a bit). After that, Amazon will crawl through your product listings and find relevant keywords which match your products’ category and related products. It will then display ads for these keywords.
Amazon Manual PPC Campaigns: Manual campaigns are like snipers which allow you to choose your own audience and target them through the right keywords. You can pick and choose a set of keywords that are converting really well for you or pick keywords that represent your specific niche and have high traffic flowing in.
PPC campaigns are all about being visible to the right audience that you know for a fact are looking for your product. Now creating a unique campaign for each individual product isn’t scalable. But what is scalable is grouping products and creating one campaign for the group or similar groups.
So let’s have a look at the best practices for adgroup structuring.
You can group products based on –
Separate cash cows from dogs that is the separate top performing products from the under performing ones
Picking Product functionality as the common denominator is one of the most common ways to group products. Essentially, you group products based on how they function or rather how are they conventionally used.
Naming your Campaigns
Since you are likely to run multiple advertisement campaigns on Amazon, naming your campaigns is vital! It is recommended that you have a naming convention in hand before you get started. It just makes it that much easier for you track of your campaigns successfully.
At SellerApp, we have explored how campaigns can be named effectively and easily. We recommend something like this:
[Amazon Product Identifier] + [Campaign Type] + [Date] + [Any Additional Info, as required]