Amazon PPC, or pay-per-click, is a form of online advertising that allows you to promote your products on Amazon and reach more potential customers. With Amazon PPC, you can create ads that appear on the Amazon search results page, the product detail page, or other relevant places on Amazon or its partner sites. You only pay when someone clicks on your ad and visits your product page or website.
Amazon PPC can help you increase your visibility, sales, and profitability on Amazon, as well as boost your organic ranking and brand awareness. However, Amazon PPC can also be complex and competitive, and it requires constant monitoring and optimization to achieve the best results.
If you are new to Amazon PPC, or if you want to improve your existing campaigns, this article can serve as your beginner’s guide to Amazon PPC. In this article, you will learn:
- The benefits of Amazon PPC
- The types of Amazon PPC ads
- The basics of Amazon PPC campaign structure
- The steps to create and launch your first Amazon PPC campaign
- The best practices to optimize and manage your Amazon PPC campaign
The Benefits of Amazon PPC
Amazon PPC can offer many benefits to sellers, such as:
- Reaching more customers: Amazon PPC can help you reach more customers who are searching for products like yours on Amazon or browsing related products. You can target your ads based on keywords, products, categories, interests, or audiences, and show them to the most relevant and qualified shoppers.
- Increasing your sales: Amazon PPC can help you increase your sales by driving more traffic to your product pages or website. You can also use Amazon PPC to launch new products, cross-sell or upsell existing products, or clear out excess inventory.
- Improving your organic ranking: Amazon PPC can help you improve your organic ranking on Amazon by generating more sales and reviews for your products. Amazon’s algorithm favors products that have high sales velocity and customer satisfaction, and ranks them higher on the search results page.
- Enhancing your brand awareness: Amazon PPC can help you enhance your brand awareness by exposing your products and brand name to more customers on Amazon or its partner sites. You can also use Amazon PPC to create a unique and consistent brand image, and differentiate yourself from your competitors.
The Types of Amazon PPC Ads
Amazon PPC offers three types of ads that you can use to advertise your products:
- Sponsored Products: Sponsored Products are ads that promote individual products on Amazon. They appear on the search results page, the product detail page, or other relevant places on Amazon. They look similar to organic product listings, except they have a “Sponsored” label. When customers click on your Sponsored Products ad, they are directed to your product detail page. Sponsored Products are suitable for sellers who want to increase their sales and visibility for specific products.
- Sponsored Brands: Sponsored Brands are ads that promote your brand and multiple products on Amazon. They appear on the search results page, above or below the organic results. They consist of your brand logo, a custom headline, and up to three products. When customers click on your Sponsored Brands ad, they are directed to your product detail page, your Amazon Store, or your custom landing page. Sponsored Brands are suitable for sellers who want to increase their brand awareness and loyalty, and showcase their product portfolio.
- Sponsored Display: Sponsored Display are ads that promote your products or brand on Amazon or its partner sites. They appear on the product detail page, the shopping cart page, the thank you page, or other relevant places on or off Amazon. They consist of your product image, your brand name, your price, and a “Shop now” button. When customers click on your Sponsored Display ad, they are directed to your product detail page or your Amazon Store. Sponsored Display are suitable for sellers who want to reach more customers across the web, and retarget customers who have shown interest in their products or similar products.
The Basics of Amazon PPC Campaign Structure
Amazon PPC campaigns are organized into a hierarchical structure, consisting of three levels: campaign, ad group, and ad.
- Campaign: A campaign is the highest level of your Amazon PPC structure. It contains one or more ad groups, and it defines your budget, start and end dates, targeting type, and bidding strategy. You can create different campaigns for different goals, products, or markets. For example, you can create a campaign for launching a new product, a campaign for promoting your best-selling products, or a campaign for targeting a specific market.
- Ad group: An ad group is the second level of your Amazon PPC structure. It contains one or more ads, and it defines your targeting criteria, such as keywords, products, categories, interests, or audiences. You can create different ad groups for different segments of your target market, or for testing different variations of your ads. For example, you can create an ad group for targeting customers who are searching for a specific keyword, an ad group for targeting customers who are browsing related products, or an ad group for testing different headlines or images.
- Ad: An ad is the lowest level of your Amazon PPC structure. It is the actual ad that customers see on Amazon or its partner sites. It contains your product or brand information, such as your product image, your brand name, your price, your headline, or your logo. You can create different ads for different products or brand messages. For example, you can create an ad for promoting a single product, an ad for promoting multiple products, or an ad for promoting your brand.
The Steps to Create and Launch Your First Amazon PPC Campaign
To create and launch your first Amazon PPC campaign, you need to follow these steps:
- Step 1: Choose your campaign type: The first step is to choose the type of campaign you want to create, based on your goals and products. You can choose between Sponsored Products, Sponsored Brands, or Sponsored Display. You can also create multiple campaigns of different types, depending on your budget and strategy.
- Step 2: Set your campaign name and budget: The next step is to set a name and a budget for your campaign. Your campaign name should be descriptive and easy to identify, such as “New Product Launch” or “Best-Selling Products”. Your campaign budget should be realistic and aligned with your goals and expected return on ad spend (ROAS). You can set a daily budget or a lifetime budget for your campaign, and you can adjust it at any time.
- Step 3: Choose your targeting type and criteria: The third step is to choose your targeting type and criteria for your campaign. Your targeting type can be either automatic or manual, depending on the level of control you want to have over your ads. With automatic targeting, Amazon will automatically choose the keywords, products, categories, interests, or audiences that are relevant to your products, and show your ads to them. With manual targeting, you can manually select and upload the keywords, products, categories, interests, or audiences that you want to target, and bid on them individually or in bulk. You can also use both automatic and manual targeting for the same campaign, and compare their performance.
- Step 4: Create your ads: The fourth step is to create your ads for your campaign. Your ads should be clear, compelling, and relevant to your products and target market. You should include the following elements in your ads:
- Product or brand information: You should include your product image, your brand name, your price, your headline, or your logo, depending on the type of ad you are creating. You should also make sure that your product or brand information is consistent and accurate across your ads and your product pages or website.
- Keywords: You should include relevant and specific keywords in your ads, especially in your titles and headlines, to match the search terms that customers are using to find your products. You should also avoid using irrelevant or misleading keywords, or keywords that are too broad or too competitive.
- Call to action: You should include a clear and strong call to action in your ads, such as “Shop now”, “Buy now”, or “Learn more”, to encourage customers to click on your ads and visit your product pages or website.
- Step 5: Launch your campaign: The final step is to launch your campaign and start showing your ads to customers on Amazon or its partner sites. You can launch your campaign immediately, or schedule it for a later date. You can also pause or resume your campaign at any time, or make changes to your campaign settings, ad groups, or ads.
The Best Practices to Optimize and Manage Your Amazon PPC Campaign
To optimize and manage your Amazon PPC campaign, you need to follow these best practices:
- Monitor your campaign performance: You should monitor your campaign performance regularly, using the reports and metrics that Amazon provides, such as impressions, clicks, conversions, sales, cost, ROAS, and ACOS (Advertising Cost of Sales). You should also use third-party tools, such as Urtasker’s Amazon PPC Management Service, to get more insights and analytics on your campaign performance. You should track and measure your campaign performance against your goals and benchmarks, and identify what is working and what is not.
- Optimize your targeting and keywords: You should optimize your targeting and keywords based on your campaign performance and goals. You should use different targeting types and criteria, such as keywords, products, categories, interests, or audiences, to reach the most relevant and qualified customers. You should also use different keyword match types, such as exact, phrase, or broad, to control how closely your keywords match the customer’s search terms. You should also use negative keywords, which are keywords that you don’t want your ads to show for, to avoid irrelevant or unprofitable clicks.
- Optimize your ads and landing pages: You should optimize your ads and landing pages based on your campaign performance and goals. You should use clear, compelling, and relevant ads that showcase your products and brand, and include a strong call to action. You should also use A+ Content or Amazon Store to create enhanced and customized landing pages that provide more information and value to your customers. You should also use different ad formats and variations, such as images, videos, or headlines, to test and optimize your ads and landing pages.
- Manage your reviews and feedback: You should manage your reviews and feedback based on your campaign performance and goals. You should solicit and collect more positive reviews and feedback from your customers, using review management tools or review generation strategies. You should also respond to negative or neutral reviews and feedback, and resolve any issues or complaints. You should also monitor and protect your brand reputation, and report and remove any counterfeit or infringing products, listings, or reviews.
Conclusion
Amazon PPC is a powerful and effective way to promote your products and brand on Amazon and reach more potential customers. However, Amazon PPC is also complex and competitive, and it requires constant monitoring and optimization to achieve the best results.
In this article, we have shared some of the latest practices and tips for creating and managing your Amazon PPC campaigns, such as using Amazon Brand Registry, optimizing your product listings, managing your inventory and orders, and using different types of ads, targeting, and bidding.
However, if you are still struggling with your Amazon PPC campaigns, or if you want to save time and money, and focus on other aspects of your business, you can consider hiring a professional Amazon PPC agency, such as Urtasker.
Urtasker is a leading Amazon PPC agency that can help you create, launch, optimize, and manage your Amazon PPC campaigns, and achieve your goals and objectives. Urtasker has a team of experienced and certified Amazon PPC experts, who can handle all aspects of your Amazon PPC campaigns, such as keyword research, bid management, ad creation, landing page optimization, review management, and more.
Urtasker also offers a free consultation, a free trial, and a money-back guarantee. You can contact them today and see how they can help you take your Amazon PPC campaigns to the next level. You can also visit their home page to learn more about their other services, such as Amazon listing optimization, Amazon account management, Amazon branding, Amazon product photography, and more.
