If you are not yet using Amazon’s PPC (pay per click) marketing tools, then you are definitely behind the times. Growth in Amazon PPC has been nothing short of spectacular. Expanding in Amazon PPC optimization is how it looks: through clever use of search engine-friendly keywords and, if everything works out to plan, the resultant increase in traffic will eventually reap higher profits and bring you momentum. One Amazon PPC strategy is looking deeper into your account’s various campaigns and asking yourself whether anything is missing.
A major component of any successful campaign is the ad spend. Amazon’s PPC marketing tool automatically tallies the number of clicks on each individual link. As such, the number of bids on specific keywords is a crucial metric in the optimization process. As such, it is important for you to focus less on the number of clicks and more on the conversions.
Click-through rates on your Amazon PPC ads will always be lower than your own. This is due to the fact that the clicks made by customers on your ad’s are not direct. Instead, they are generated from your competitors’ keywords. To improve your PPC optimization strategy, focus on improving your keyword relevancy.
Keyword expansion is a crucial component of an efficient Amazon PPC strategy. Keywords need not be unique, but rather broad, consistent, and targeted. It is advisable to expand on your existing keywords, but don’t go overboard. Remember that the goal of any search term optimization effort is to generate as many inbound links as possible from authoritative websites that carry your own keywords. To facilitate this, we have devised a simple expansion process that we call targeted keyword inclusion.
To implement this strategy, create small adverts using your target acos, but place them on pages where your targeted keyword density is minimal. If possible, write these adverts to the right hand side of the page or on the first page, and don’t bother with the rest of the page. Do this not only to generate more clicks, but also to enhance your PPC’s conversion rate. Once you get a few sales, then proceed to expand on your expansion campaign.
A second important factor in our second tip is to properly analyze your ad spend. Are you performing well in terms of conversion rates? Are you spending too much on each click or per lead? Excessive ad groupings and not optimizing your ads appropriately can quickly bring your PPC campaigns to a halt.
On the other hand, performing poorly in terms of targeting your keywords and ad groups and not optimizing your site for greater search engine rankings can quickly drive you into a black hole known as ‘dirt’ – wherein you will never see the light of day. Therefore, it is imperative that you know which expansion strategies are performing well and which ones aren’t. There are two primary techniques you can use to identify such expansion activities. They are manual analysis and the use of PPC automation tools.
When conducting the analysis, make sure that both targeting optimization and ad specialists are doing their job. You want to know if there is room for improvement, but you also want the specialists to focus on what they are best at: generating lucrative keywords. Use both PPC tools and keyword research tools to help determine which keywords will bring you the most money. After all, the goal is to make money from selling products online, not pay for ad management services!
A good approach to take for Amazon PPC optimization is to first identify which keywords will generate the most traffic for your product. Then, create a generic keyword strategy that targets those keywords. For example, if your target niche is weight loss, then you may want to target terms like ‘policies related fat loss’ or ‘weight loss tips for healthy people.’ Keep in mind that this generic strategy is simply meant to be a guideline, and that once you’ve identified a large number of favorable keywords, you may need to conduct more detailed analysis to fine-tune the strategy.
Once you have refined your keywords list, identify the lowest cost bid for each keyword. This may require some manual analysis of your AdWords campaigns and keyword data. However, there are some tracking solutions out there that can help you identify the optimum number of unique clicks, bids, and impressions per ad block, conversion rate, and conversion length. Once you’ve determined how many of these clicks, calls to your website, and impressions to your target market will make on an ad block, you’ll know how many pennies you should charge for each click. Once you have this information you can easily adjust your ad bids to make sure that you get as many pennies as possible for each sale that results from your PPC campaign.
Amazon PPC optimization requires a fair amount of search term research and analysis. Doing so early on will ensure that you don’t waste money on ineffective paid campaigns. Additionally, doing it right will enable you to achieve higher conversions and more sales in the long run. Amazon offers a lot of useful tools including an advanced search term report that will highlight which of these keywords your customers are most likely to enter when looking for products on Amazon. These tools and additional campaigns will help you optimize your PPC campaigns and increase your chances of success.