Amazon Pay Per Click Account Management for Ecommerce Success

Effective Amazon Pay Per Click account management is crucial for ecommerce success. A well-managed account can drive more sales and revenue.

Amazon offers a range of features to help sellers optimize their PPC campaigns, including automated campaigns and sponsored products.

By leveraging these features, sellers can increase their ad visibility and reach a wider audience. A good starting point is to set up automated campaigns, which can help reduce ad spend and improve ad relevance.

Amazon's automated campaigns can automatically create and manage campaigns, ad groups, and ads based on your product catalog and performance data. This can save sellers time and effort, and help them stay on top of their PPC campaigns.

Amazon PPC is an advertising model that helps sellers and brands amplify their product sales online. Sellers can create ad campaigns for their products, and each time a potential customer clicks on the ad, Amazon charges a small fee to the seller.

Amazon PPC ads appear in search results and on product detail pages, allowing sellers to promote their products directly to shoppers who are searching for relevant items. This model is also known as Pay-Per-Click (PPC) advertising.

Sellers pay each time a customer clicks on their ad, making it a cost-effective way to reach potential customers. Amazon PPC is a great way to increase visibility and drive sales for your products.

Here are some key benefits of Amazon PPC:

Amazon PPC is a popular advertising model among sellers, with many finding it effective in driving sales and increasing their online presence.

To set up a successful Amazon PPC campaign, start by deciding on a daily budget and duration for your campaign. You can run campaigns continuously or set specific start and end dates.

When setting your targeting, you'll have two types of targeting strategies: keyword targeting and product targeting. Keyword targeting allows you to bid on relevant keywords to gain the top position on Amazon search results.

With keyword targeting, you'll have three match types to choose from: broad match, phrase match, and exact match. Broad match is a great way to increase the reach of your campaign, but it can also trigger ads for irrelevant search terms.

To refine your broad match targeting, use the broad match modifier, which allows you to ensure that certain keywords are always included in search terms. For example, targeting “+sport +shoes” will ensure that both “sport” and “shoes” are included in all search terms.

To set your bids, Amazon will suggest bid ranges based on competitiveness, but start with a bid that aligns with your budget and performance goals.

Here's a summary of the three match types:

Keyword research is a crucial step in setting up a successful Amazon PPC account. It involves identifying the right keywords to target to ensure your ads are seen by the right people.

Using the right tools can make a big difference in your keyword research. For example, you can use SellerApp's keyword tool to find relevant, high-volume, high-converting keywords for your advertising campaigns.

Identifying high-performing keywords is essential. These are keywords that generate sales and should be added to your manual campaigns. On the other hand, poorly performing keywords should be excluded from your campaigns to prevent wasted spend.

To choose your keywords and match types, you can use Amazon's Keyword Planner or third-party tools like Helium 10. You'll need to decide between three types of match types: Broad Match, Phrase Match, and Exact Match.

Here are the three match types with their characteristics:

By understanding how to refine your keyword strategy and choose the right keywords and match types, you can set up a successful Amazon PPC account that drives sales and revenue.

Paid Traffic and Landing Pages can be a game-changer for your Amazon PPC account. By developing landing pages specific to your PPC campaigns, you can expect massive improvements to Conversion Rate Optimization (CRO) and lower your Cost-Per-Click (CPC) via increased relevancy to your target keywords.

Developing high-performing landing pages can increase the quality and quantity of your inbound leads. OuterBox, an eCommerce-focused digital marketing agency, has a seasoned team of designers, developers, and marketers in-house to help you achieve this.

To maximize the impact of your landing pages, consider the following key points:

Developing landing pages specific to your PPC campaigns can lead to massive improvements in conversion rates.

This is because landing pages can be tailored to match your target keywords, increasing their relevance and effectiveness.

By having a team of designers, developers, and marketers in-house, you can create high-performing landing pages that drive quality and quantity of inbound leads.

Lowering your CPC (cost per click) is also a benefit of landing page design, as increased relevancy to your target keywords can reduce your ad spend.

Display ads are a game-changer for driving sales and re-engaging potential customers. They use shopping signals to target high-intent audiences both on and off Amazon.

Sponsored Display ads are a type of retargeting ad that appears both on and off Amazon, allowing you to reach customers who have viewed or shown interest in similar products.

These ads can be particularly effective for high-priced products with longer sales cycles, as they can help improve sales and bring customers back to your listing.

You can use Sponsored Display ads to retarget customers who have viewed similar products or previously visited your product pages, making them ideal for re-engagement and driving sales.

Here are some key features of Sponsored Display ads:

By leveraging retargeting with Sponsored Display ads, you can boost conversions and remind customers to return to your product page, making it a powerful tool in your paid traffic arsenal.

Our Amazon PPC management services include a range of account management services designed to help you succeed on the platform.

We'll set up your seller account and brand setup to ensure you're properly represented on Amazon. Our team will also perform a full Amazon account audit to identify areas for improvement.

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Competitor research is also a crucial part of our account management services. We'll analyze your competitors to find new ways to advertise and stay competitive.

Our services also include ad creation, bid management, campaign modification, budget management, and monthly detailed reviews.

Here's a breakdown of our account management services:

By outsourcing your Amazon PPC management to us, you can expect to pay a monthly fee for ongoing campaign management and optimization. One-time setup fees may also apply.

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Manual targeting gives you greater control over your ad campaigns, allowing you to pick keywords from automatic campaigns or find high-volume relevant keywords to target with the SellerApp keyword research tool.

With manual targeting, you can set custom bids on each keyword, giving you more flexibility in your ad campaign strategy.

Manual targeting can be broken down into keyword and product targeting, which we'll explore in more depth later in this article.

Manual targeting gives you greater control over your ad campaigns, allowing you to pick keywords from automatic campaigns or find high-volume relevant keywords to target with the SellerApp keyword research tool.

You can set custom bids on each keyword, giving you even more flexibility in managing your campaign. Manual targeting can be further broken down into keyword and product targeting.

To create a manual ad campaign for your product, you'll need to start with some data to begin with, such as high-performing keywords from automatic campaigns. You can then add those keywords in your manual campaign as exact match keywords since you know these keywords have performed well.

Here's a step-by-step guide to optimizing manual campaigns:

By following these steps, you can ensure your manual campaign is running efficiently and effectively, helping you to reduce costs and increase revenue.

Automatic management on Amazon PPC campaigns can be a convenient option, but it's essential to understand its limitations. Automatic targeting is used by Amazon to decide which keywords to target based on the keywords in your listing.

Amazon gathers data from shoppers' behavior and adjusts bids over time to improve targeting and maximize conversion. However, this means you have less control over your campaign since it relies on the Amazon A9 algorithm to find keywords.

Automatic targeting is best for new products with no existing keywords to target. However, it can lead to overspending as you gather relevant data. Amazon uses different targeting groups for automatic campaigns, which include close match, loose match, substitutes, and complements.

Here are the different targeting groups used by Amazon for automatic campaigns:

It's crucial to monitor and optimize your automatic-targeting ads after they've run for at least two weeks. This will give you a clear picture of their performance and help you make adjustments accordingly.

Setting a budget for your Amazon PPC account is crucial to its success. You'll want to decide on a daily budget for your campaign and the duration. You can run campaigns continuously or set specific start and end dates.

Start with a moderate daily budget and adjust based on performance. This will help you avoid overspending and ensure you're getting the most out of your ad budget.

A complete analysis of your website, desired keywords, and your industry will be required to get a better sense of what minimum and maximum bid amounts may be required to move the needle. However, a good starting point is to adjust your bids by 30-40% more than the Amazon-recommended bids to get more visibility and early sales.

Monitoring your Amazon PPC campaign is a crucial step in optimizing its performance. You should run automatic-targeting ads for at least two weeks before making any changes.

To monitor your campaign, go back to your campaign manager within your advertising account, and select the campaign > ad group you want to monitor. Here, you can see a broad summary of your campaign, including your total spend, ad sales, total impressions, ROAS, and the ACoS.

Track metrics such as click-through rate (CTR), conversion rate, and advertising cost of sales (ACoS) to determine if adjustments are needed. This will help you identify areas where you can improve your campaign's performance.

To optimize your campaign, you can use the following steps:

Here are some key metrics to track regularly:

By regularly monitoring your campaign's performance and making adjustments as needed, you can improve its profitability and reduce costs.

Refine your keyword strategy by adding high-performing keywords to your manual campaigns and excluding low-performing keywords as negative keywords to prevent wasted spend.

To take your Amazon PPC campaigns to the next level, implement advanced strategies once you have the basics in place. Advanced strategies can help you optimize your campaigns and achieve better results.

Here are some best practices to keep in mind:

Using Sponsored Product ads has multiple advantages, including instant visibility and driving sales for your newly launched product. With proper keyword research, Sponsored Product ads can also drive BSR ranking.

Display ads are a powerful tool for re-engaging potential customers and convincing them to make a purchase. By using shopping signals, Sponsored Display ads can target high-intent audiences both on and off Amazon.

Sponsored Display ads are retargeting ads that appear both on and off Amazon, allowing you to reach customers who have viewed or shown interest in similar products. This makes them ideal for re-engagement and driving sales.

Retargeting customers who have viewed similar products or previously visited your product pages can be a game-changer. By reminding customers to return to your product page, you can boost conversions.

Here are some key benefits of Display ads:

As you dive deeper into Amazon PPC, you'll want to explore advanced strategies to take your campaigns to the next level. Implementing these strategies will help you refine your approach and achieve better results.

Start by refining your keyword strategy, which involves adding high-performing keywords to your manual campaigns and excluding low-performing keywords to prevent wasted spend.

To optimize your campaigns, consider the following steps:

Another key strategy is to leverage retargeting with Sponsored Display ads, which can boost conversions by reminding customers to return to your product page.

To achieve continuous growth, it's essential to explore various advertising options. Sponsored Brand ads can generate better Return on Ad Spend (ROAS) by bringing shoppers directly to the brand storefront or a custom landing page with zero competition.

Sponsored Brand ads allow sellers to promote complementary products, encouraging buyers to add more items to their carts. This can lead to increased average order value and customer satisfaction.

There are three types of formats sellers can choose from: Product collection, Store spotlight, and Videos. Each format has its unique benefits, but they all share the goal of driving sales and growth.

Ultra, a successful Amazon seller, transitioned from leveraging Amazon Seller Central's services to Amazon Marketing Services (AMS) advertising. This move allowed them to access Headline Search Ads and Product Display Ads, in addition to Sponsored Products campaigns.

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As you continue to grow and optimize your online store, don't forget to drive traffic to your site. Running Amazon PPC ads is the best way to do this.

Setting up a store and expecting customers to magically find it just won't cut it. You need to take action and drive traffic to your store.

Running Amazon ads can be intimidating, but following a step-by-step guide can make it much easier. Check out our Amazon PPC strategy for beginners for a clear and actionable plan.

At the end of the day, you can't just sit back and wait for customers to come to you - you need to take proactive steps to attract them.

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