Amazon PPC (Pay-Per-Click) advertising is a powerful in-house advertising system. If you want your products to be noticed on the market, Amazon PPC Ads are what you need.
There are close to 120 million products on Amazon. This is something to consider and is something that frequently leads to listings being outranked by other brands in similar niches. Running Amazon PPC ads allows sellers to basically “buy” visibility for your products to appear on the top of Amazon’s search results page.
If done correctly, Amazon PPC campaigns can help you boost your organic ranking and sell more inventory at a higher rate. To help you with setting up your Amazon PPC campaigns, here are things that you must avoid to achieve a more effective campaign.
Poor Campaign Structure
The campaign structure is essential when you want to scale up your ads. So, it’s best that you invest time and effort into building out your campaigns. The biggest mistake sellers can make is to group large numbers of products into the same ad group. This makes it impossible to match clicks and sales to the right products. This leads to difficulty in optimizing costs and performance over time.
A good thing to keep in mind, is to try to limit the number of ASINS in your ad group, while keeping them as similar as possible. The reason for this is on Amazon, the report doesn’t break down and tell you which search term converted to which product. You can only see how each search term performed and not exactly how each search term worked with each ASIN in an ad group.
Placing a lot of Keywords in One Ad Group
Ideally, your curated keyword group should help you reach your target audience. So when you put all your keywords into one ad campaign, you could also be targeting shoppers who don’t really fit your consumer profile. This would cause a big chunk of the ad spend to go to clicks that don’t generate sales.
What you should do is create different ad campaigns for your keywords and separate them by the main word and type. As a result, you end up with a lot of campaigns that are laser targeted to specific keywords.
Adjusting Bids Too Quickly
When you’re just starting, you will not have a lot of data, and that little data you have is often very fragmented. You want to give your campaigns 7-14 days of run time before making significant changes.
You have to take into account that Amazon advertising reporting has a 48-hour delay for most reports. Make sure to consider this when you’re adjusting the bids
Not Optimizing Your Product Listing
Majority of the time sellers focus too much on their ad campaigns and ignore their product listing. What they don’t know is by optimizing your Amazon listings it can help you boost your sales and grow your customer base.
Strategies such as search engine optimization (SEO) can heavily influence Amazon’s ranking algorithm to favor your products and display them to your potential customers.
Final thoughts
Running Amazon PPC campaigns might seem overwhelming, especially when you’re new to the platform. There are a lot of small mistakes that are commonly overlooked as a newcomer to the platform, but the truth is that there are a lot of ways to be successful when running an Amazon PPC campaign. Whether you go the route of researching and implementing changes to campaigns yourself, or utilizing a professional PPC team like Niche & Leads, scaling your business on Amazon is a fairly simple task.
