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What Is Amazon PPC Advertising?
Similar to Yahoo or Google Ads, the Amazon Platform allows you to bid on words or phrases that are relevant to your products. If your bidding strategy and targeting are done in the correct way, you can reach a large Amazon customer audience. You can make your brand and products stand out with engaging creative formats.
PPC (pay-per-click) allows sellers to only pay an advertising fee when a potential customer clicks on the advertisement.
Get to know us
Why You Should Choose Us
To Manage Your Amazon PPC
We Are A Verified Ads Partner
We Use tried and tested Formulas
We Have Built Our Own Brands
Daily PPC Reviews and Optimisation.
5 Years - In Amazon Advertising
We start With The Foundations
Amazon Advertising Partner Services Include:
1) Auto Campaign
2 - Brand terms are negated.
Auto campaigns now have targeting split into 4 areas:
3 - Substitutes: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
4 - Complements: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
5 - Loose match: We’ll show your ad to shoppers who use search terms loosely related to your products.
6 - Close match: We’ll show your ad to shoppers who use search terms closely related to your products.
2) Brand Campaigns
2 - Defensive advertising.
3 - Make it easier for shoppers to discover your brand.
4 - Showcase your own brand.
5 - Protects us from competitors advertising on our brand.
6 - Custom branded shopping experience.
7 - Boost products in your brand that have low organic or sponsored ad visibility.
8 - No competition on your own storefront.
9 - Enhanced brand awareness.
10- New product launches
3) Competitor Brand Campaigns
2 - Competitor Brand names are only used in this campaign.
3 - Set up to target competitor’s brand keywords in order to gain market share.
4 - Increase visibility for your products, leading to organic sales.
5 - Often very small spend, high results, low impression counts, incremental sales
6 - Get ahead of emerging brands.
7 - Identify trends that are fuelling growth for newer brands.
8 - Protect market share and increase organic ranking 8 - Protect market share and increase organic ranking 8 - Protect market share and increase
4) Competitor ASIN targeting
2 - We generally find search terms perform poorly when showing up on detail pages. However we find it beneficial to target specific ASINs.
3 - Using Category campaigns is more advisable in cases where you have a better offer than your competitors. Category targeting campaigns could also be used as a method of “farming” new ASINs to target .
5) Manual Campaigns
2 - Keywords are all manually chosen.
3- We use a bid modifier to bid higher for top of search pages.
4 - Testing has shown using less than 50 keywords on manual campaigns is more effective than loading hundreds.
5 - Manual campaigns give advertisers full control over targeting.
6 - Need daily monitoring.
6) Defensive Campaign
2 - When you have a fair share of a product segment, competitors may seek to benefit from your success. To do so, some brands may run offensive ads.
3 - Defensive ads strive to occupy as much ad space as possible. That way, competitors will have a hard time placing their own ads in your product listings category.
7) Display Advertising
The major difference between Sponsored Display ads and Sponsored Products and Sponsored Brands is that the program doesn’t target keywords. Instead, it targets customers based on audience interests and shopping behaviours, as well as whether they’ve viewed your product’s detail page.
2 -Past Purchasers:
Retarget customers who have previously viewed their listing(s) within the past 30 days.
3 - Category and ASIN targeting Display.
8) Video Ads
2 - Requires professional shot videos.
3 - They take up more real estate on the page.
4 - Show your customers how they can use your product, which will make them more likely to buy it.
5 - You have to be on the Brand Registry program to use video ads.
4 - Videos allow you to include more information than standard Amazon ads, and help you to present your brand in a more engaging and interesting way.
FAQ ~ Amazon Advertising PPC
What is Amazon PPC?
Amazon Pay-Per-Click (PPC) is an advertising model used within Amazon's marketplace. It allows sellers to create ads for their products and pay a fee to Amazon each time a potential customer clicks on their ad. This model is integral to Amazon's advertising system and is designed to help sellers increase visibility and sales of their products on Amazon's platform.
What Are the Types of Amazon PPC Campaigns?
Amazon PPC campaigns are primarily categorized into three types, each serving different advertising objectives and targeting options. Here's an overview of each type:
Sponsored Products:
- Description: These are the most common types of ads on Amazon. Sponsored Products promote individual product listings on Amazon.
- Targeting Options: Advertisers can use automatic targeting (where Amazon chooses keywords and products to target based on the product's information) or manual targeting (where the advertiser selects specific keywords, products, or product categories).
- Placement: These ads appear in search results and on product detail pages, making them highly visible to shoppers.
- Best For: Boosting visibility and sales of specific products, ideal for all types of sellers, from beginners to advanced.
Sponsored Brands (formerly known as Headline Search Ads):
- Description: These ads promote a brand rather than individual products. They feature the brand’s logo, a custom headline, and multiple products.
- Targeting Options: Manual targeting is used, focusing on specific keywords.
- Placement: These ads appear in more prominent positions, such as the top of search results, offering significant brand exposure.
- Best For: Building brand awareness and showcasing a range of products. Ideal for sellers with a registered brand on Amazon.
Sponsored Display Ads:
- Description: These are relatively new and offer the ability to target customers based on specific interests or behaviors, and retarget customers who viewed particular products.
- Targeting Options: Advertisers can target by product or by audience. Product targeting allows you to choose specific products, categories, or other product features. Audience targeting focuses on specific customer interests or shopping behaviors.
- Placement: These ads can appear both on and off Amazon, including on third-party websites and apps.
- Best For: Increasing product visibility, driving brand awareness, and retargeting customers. Suitable for sellers who want to reach customers beyond Amazon's platform.
Each campaign type has its unique strengths and can be used in different ways depending on your advertising goals, whether it's increasing sales for specific products, driving brand awareness, or reaching a broader audience. Successful Amazon PPC management often involves utilizing a mix of these campaign types to create a comprehensive advertising strategy.
How Much Does Amazon PPC Cost?
Amazon PPC costs will vary for each seller depending on how many ad campaigns they are running, and how many keywords they are targeting.
How Much Should I Spend on Amazon PPC?
Every Amazon seller has a different budget that they are willing to spend on Amazon PPC. A general rule of thumb is to try and spend around 10-15% of your revenue. Some sellers will spend more, while some may spend less.
How Do I Choose Keywords for Amazon PPC?
It is best to use an Amazon keyword research tool so you can find keywords that are most relevant to your product that also have plenty of search volume. Once you have found your keywords, you can review on Amazon Seller Central how much you will need to bid to rank for those keywords.
Do I need to do Amazon PPC?
It is not totally necessary as there are other ways to advertise your products, but many Amazon sellers do use Amazon PPC and find it helps with sales. Generally, it is suggested to use Amazon PPC as it will help with your product ranking, which helps get your product in front of potential customers.
How Long Should I Test My Amazon PPC Campaign For?
If you have just created an Amazon PPC campaign, it is suggested that you let it run for at least 2 weeks so that you get enough data to help with decision-making if you want to make changes to your PPC campaign.