As a current or prospective Amazon seller, knowing how to navigate pay-per-click (PPC) can make or break your ad campaign. It is truly the backdoor to success when it comes to converting clicks to the sales and reviews that will contribute to the growth of your company!
It is common to overlook the fact that Amazon has advertisements and promotes products that pay to be featured. As a seller on Amazon, understanding how to use Amazon ads can make all the difference in the success of your business. Whether you are a new seller and want to jumpstart your sales or an Amazon veteran hoping to try a new SEO strategy, it is crucial that you invest in PPC.
Organic vs Paid Amazon Rankings
When you enter words into the Amazon search bar, those words are called “search terms.” If a certain product has a substantial amount of positive reviews and ratings, then they will organically appear near the top of your final SERP (search engine results page). That gives those products a much higher probability of being looked at and eventually purchased. This can be a great way to get sales, but if you are a smaller company going against large competitors, you need to set yourself up for success by getting nonorganic exposure.
PPC allows your products to appear near the top of related SERPs even if popular brands would normally monopolize that page. Although it says “Sponsored” above the PPC ad, most customers don’t understand the difference between these two types of listings, and it will give them a chance to notice your listings without having to scroll through hundreds of others before finding yours.
Keywords Are Everything
Amazon pay-per-click campaigns are run by keywords. Since you know your product better than Amazon, it is important to play an active role in the PPC process.
When a search term is entered by an Amazon user, Amazon’s search engine begins to compute which products will rank highest organically and through PPC. Essentially, PPC allows you to choose potentially high-ranking keywords related to your product. Many sites are dedicated to helping you identify these high-volume, low-competition keywords.
Two Types of PPC
- Automatic Targeting PPC allows Amazon’s algorithm to find potentially successful keywords and use them to increase your sales. When you set up auto PPC, you will give Amazon a budget for each keyword, and it will use its own formula to divide out your budget on the most promising keywords.
- Manual PPC lets you do your own keyword research and brainstorm possible high-ranking keywords based on your own intimate knowledge of your products. Choose a couple keywords that look the most promising. You can adjust how much you pay for each keyword and eliminate the ones that don’t seem to be benefiting your sales over time.
Using both types of PPC in tandem is highly beneficial for a successful ad campaign on Amazon. After your initial setup of auto and manual PPC campaigns, let those initial keywords run their course for a week or longer and then make necessary adjustments to optimize your keyword list.
To take advantage of your auto PPC, feel free to take keywords from Amazon’s auto PPC list and integrate them into your manual PPC campaign. This will allow you to have increased control over your most successful keywords and keep track of them on a more personal level.
Nozani’s PPC Experts
At Nozani, we partner with Amazon sellers to share our intimate knowledge of the inner workings of Amazon with anyone who wants to increase sales and find success on Amazon. We have employees that specialize in all areas of Amazon: keywords, content, graphic design, photography, account management, social media, and PPC.
With the help of our Amazon experts, we’ve personally seen clients jump from $5,000 – $200,000 in sales because of PPC alone!
For more information about finding Amazon success, check out Nozani.com and the other blog posts listed there.