Amazon PPC. It's a vast topic for sure, and for good reason. Amazon is fundamentally an advertising platform today than ever, and Pay-Per-Click has no small part in selling products on Amazon. New Amazon products have a slim chance of being discovered on Amazon without PPC. It's just the way it is in today's Amazon selling experience.
When I started selling over eight years ago, some influencers in the industry advised sellers to begin PPC advertising as a backup strategy to drive additional traffic if organic traffic alone was not enough during the initial launch. I adopted that advice, and it worked! - back then. That's different from a launch strategy I recommend in 2024. Amazon sellers must ensure ad impressions are delivered on day one of a new product launch.
However, setting up and running PPC is only the beginning. The "set it and forget it" myth is just that! A myth! In my experience, there is no such concept, which brings us to the topic of this article. What are the three critical aspects of Amazon PPC to grow your Amazon sales?
1. Bid Optimization Strategy for Targeted ACoS Goals
A cornerstone of effective Amazon PPC management is a reliable bid optimization strategy. ACoS, or Advertising Cost of Sales, is a vitally important metric that measures the productivity of your advertising expenditure. Optimizing keyword bids towards a targeted ACoS goal is critical to growing your Amazon sales. Identify keywords that have attributed one or more sales and adjust bids accordingly. Keyword bid optimization ensures more efficient use of your advertising budget and hones in on keywords that drive actual revenue.
Pull campaign performance reports at regular weekly intervals to track the performance of your ad campaigns and make data-driven adjustments. You can refer to Amazon's bulk operations to download advertising reports to gain the necessary insights into which keywords are generating sales and which are not performing well. By continuously refining your bids based on performance metrics, you can maintain a healthy ACoS and maximize your return on investment.
2. Managing Keywords with Zero Attributed Sales
While optimizing bids for keywords with attributed sales is crucial, managing keywords that result in zero attributed sales is equally important. It's common for specific keywords to consume your budget without generating sales, but what is the approach to managing keywords that fail to convert? The most common reaction to underperforming keywords is to hit the pause button! However, there are better approaches than pausing targets.
In such cases, evaluating the relevance of these keywords and having a strategy to measure performance and systematically make the appropriate bid adjustments is essential. A well-thought-out strategy and proactive approach help prevent wasted ad spending and ensure your budget allocates to keywords contributing to your sales goals. Regularly review search term reports to identify non-performing keywords and take decisive actions to maintain a lean and effective PPC strategy.
3. Keyword Harvesting Strategy for Portfolio Growth
Implementing a keyword-harvesting strategy is vital to accelerate Amazon's sales growth through PPC. Keyword harvesting involves actively seeking and incorporating new, relevant keywords into your campaigns. Amazon's search term reports are vital to identify potential keywords that align with your product and customer intent.
Expand your keyword portfolio strategically by incorporating both short-tail and long-tail keywords. Test new keywords in separate ad groups or campaigns to gauge their performance. By continuously discovering and incorporating high-performing keywords, you diversify your ad reach and tap into previously untapped customer segments, contributing to overall sales growth.
In conclusion, effective Amazon PPC management goes beyond the initial setup. By implementing a bid optimization strategy, actively managing non-performing keywords, and continuously harvesting new relevant keywords, sellers can position themselves for sustained and scalable sales growth on the Amazon platform. Stay agile, data-driven, and proactive to ensure your Amazon PPC efforts align with evolving market dynamics and customer behavior.
Still trying to figure out where to begin or how to manage your Amazon PPC advertising effectively? Contact me using the contact form at the bottom of the page or info@primesellerpro.com. Looking forward to hearing from you!
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