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Learn How To Build a Great Amazon Pay-Per-Click Strategy

Amazon Basics / July 20, 2021

Creating a good Amazon pay-per-click strategy (or PPC) is the easiest way to boost your product’s sales. Amazon makes it simple for you because when you succeed, they succeed. You’ll start your first PPC campaign in just a few clicks, and use the experience and data from that campaign to become a PPC marketing expert.

There are three options to consider: automatic campaigns, keyword-targeted ads, and product-targeted ads. Consider all three for your Amazon pay-per-click strategy. You can run as many PPC campaigns as you want, and each has unique benefits. Let’s break it down piece by piece.

Automatic Amazon Pay-Per-Click Campaigns

If you’re not sure where to begin, choose an automatic campaign. This allows Amazon to take control, building a PPC campaign guided by AI. You’ll enjoy a boost in traffic, but more importantly, you’ll gain valuable information about how your product is found by consumers, what keywords provide high conversion rates, and which competitors are relevant to you. Later, you’ll use this information to build a more powerful campaign to get the most out of your budget.

Start your campaign as soon as possible. The more information you have available, the better-informed your Amazon pay-per-click strategy will become. To do this, go to the Campaign Manager, click Create campaign, and click Sponsored Products. Here, you’ll need to choose your daily budget, your bid amount, and where your ads are displayed.

For now, set a modest budget of $10 to $20 and use Amazon’s suggested bid. In the future, you can control where your ads show up and how much you pay for them by selecting “Set bids by targeting group.” Make sure you choose the product(s) you want to advertise for and click the Launch campaign.

Amazon Pay-Per-Click Strategy
Amazon Pay-Per-Click Strategy

Targeting Keywords

Manage your own Amazon pay-per-click campaign strategy by choosing “Manual targeting” when you create your campaign. This is a powerful option if you want to grow beyond the results of an automatic campaign, have experience researching products and keywords, or just want more control over your results.

When you choose keywords for your product, you tell Amazon when you want your PPC ads to show up for users. They will only appear when the user searches for one of those keywords. Amazon provides you with a list of keywords that they think are relevant to your product, which you can use directly or use to inform your keyword research.

At the bottom of the “Create campaign” page, you’ll find a place to enter negative keywords, which are search terms that prevent your ads from showing up. When a user includes one of these keywords in their search, your product won’t appear, even if the rest of the query matches exactly. Negative keywords help you increase conversion rates by making sure your product matches the user’s search intent. For example, someone looking for “cheap nut butter” likely won’t be interested in your premium performance nut butter. They might still click on your ad, however, which costs you money.

With higher-performing keywords and thoughtful negative keywords, you can be more aggressive with your budget and bids, allowing you to stand out in more competitive categories.

Amazon gives you the option to click to add suggested keywords, type or paste a list into a box, or upload a file with your keywords. Choose a budget and a bid, and you’re all set!

Targeting Competitor’s Products

Product targeting provides a different approach to Amazon pay-per-click advertising. This is particularly helpful if you’re trying to get in front of your competition’s customers to offer an alternative. Maybe your product solves the customer’s problem in a different way, offers something unique, has a more attractive design, or is cheaper – whatever the case, your ad will be there to catch them when they bounce away. These ads show up below the details on product pages in the carousel labeled “Products related to this item.”

You have two options for product targeting: entire categories or individual products. When you select a category, your PPC ad shows up on every product in that category. Amazon suggests the categories that they think best fit your product, and you can search for categories manually for more control. You can focus on one category, or choose multiple. As with keywords, remember that not all categories will yield high-conversion clicks for your product, so think critically before making a choice.

Amazon also provides suggestions when targeting individual products. You can search for products manually, and even provide ASINs in a list or a file if you’ve already conducted research. The suggested products list contains clickable links to each product’s store page, so you can easily evaluate them to decide whether a PPC ad for your product would be appropriate and interesting to a customer who is viewing that page.

Understanding Budgets and Bidding

Amazon uses your budget to determine how much money your pay-per-click campaign can use each day. When your budget runs out, your ads stop showing for that day. You have the choice of using your escrow funds on Amazon or the checking account that you linked to your account when you registered as a seller.

Each click on your PPC ads deducts your bid amount from your daily budget. Your bid competes against competitors for a spot on each customer’s search results, so if your bids are too low, they may get drowned out by other products. You can bid separately on ad spaces for a variety of scenarios, so as you gain experience and data from your campaigns, experiment and see what works best for your product.

If you are looking for an Amazon Pay-Per-Click Tool that can help you automate your Amazon pay-per-click campaigns, Increase rankings, and increase conversions for your Amazon products then take a look at Sellozo.


Other Helpful Articles:

What Does it Mean to Optimize your PPC Campaigns on Amazon?

Managing Amazon PPC

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