How to Optimize Amazon PPC Campaigns
Amazon Products PPC is a great marketing and promotional tool that sellers can use enhance their reach and brand traction. Pay-per-click advertising campaigns present one of the most cost-effective and strongest opportunities for brands and sellers to increase their sales. However, with the increased competition on Amazon, sellers need to reorganize and optimize their PPC campaigns in order to realize its full potential. A well optimized PPC campaign maximizes ad visibility and keeps a tighter rein on the advertising costs.
There are many factors which affect PPC performance, and lack of proper knowledge makes it hard to get meaningful results from your Amazon PPC campaigns. The core of optimizing your PPC campaign is creating quality listings for your products and developing an efficient PPC account strategy. In this article, we will guide you through an easy-to-follow strategy that will improve the performance of your PPC campaigns on Amazon, and increase your overall sales.
1. High-quality Imagery
One of the most important aspects when increasing your sales on Amazon is optimizing the images. Amazon allows brands to add at least 7 images for a single product. Ensure you add as many high-resolution images as possible. They should be shot professionally to give your products a realistic display.
2. Use relevant Keywords in your title Product
Use the free Amazon Keyword Search Tools such as Sonar to research on the best long tail keywords for your products. Good keywords draw high traffic volumes and convert into clicks. Alternatively, you can use Amazon’s Search Term Report to find out which keywords trigger your ads to display and where exactly are the clicks made. The search term report can also show how many ads convert into leads/sales. Use this information to identify keyword phrases that will improve your PPC campaign.
3. Optimize Product Descriptions
Apart from the title, it is also important to optimize product descriptions such that it includes relevant information about a particular product. Define the product’s characteristics and benefits and include varying keywords to increase the visibility of your products to the search engine.
4. Create Stronger Ad Group Bids
Through group bids, a seller can set the default bid for all keywords in a particular ad group. Amazon also allows you to manually change individual bids, which is very useful. This way, sellers have a chance to take advantage of auctions, which places them ahead of their competitors.
5. Optimize your Keyword Bids
Since Amazon allows you to specify the amount you wish to spend on a target keyword when your ad is clicked; it is easy to check whether you are underbidding. For instance, if you have a great impression but relatively fewer clicks, this means your keyword phrases, or even the products, are not relevant to your target demographic.
6. Remove Poor Performing Keywords
Most sellers who are new to Amazon tend to advertise using keywords that are irrelevant to their products. As stated above, take advantage of Amazon’s Search Term Report to dig into objective data. It is also important to optimize negative keywords, which can be extremely powerful if used correctly.
7. Create A/B Tests
A/B testing allows sellers to collect data on the performance of their product listings and use it refine their listing, by including elements that will improve performance. Worth noting is that ad performance depends on seasonality, location and other external factors.