Sales velocity is one of the most important factors for ranking your product. Amazon Advertising can help drive sales hence improving your product ranking too. In this article we are going to cover the top 7 tips for setting up your Amazon pay per click campaign.
Tip 1 Amazon Pay Per Click
The same team who built the Amazon search engine also built the Amazon pay per click engine. It’s not the same as Google. Amazon’s campaigns work using relevancy.
For example, if you use the keyword men’s gift in your pay per click campaign, unless it’s included on your listing you will get very few impressions.
Amazon shows your ad for keywords which are included in your listing. So it’s critical you optimize your listing once a month to include all the keywords from the automatic campaign and from your own research.
Tip 2 Auto
Start with a simple automatic campaign of $10 a day and $1 per click. For the first few days you just need to get things moving before you can optimize.
Leave this running for about 10 days. The reason for setting up an automatic campaign is to let Amazon suggest the best keywords for your product.
This will also give you the data about which keywords you should use to optimize your listing. Once you download the first report you will be able to see which are the winning keywords and which need further improvement.
Tip 3 Manual
Once you have the results from the automatic campaign, take any profitable keywords and add them into a manual campaign.
Again start with $10 a day and $1 bid.
If you had 10 keywords that performed great in the automatic campaign then use those. Usually it is clear which are good keywords and which are not.
Tip 4 Optimization
If you download the impression data from your automatic and manual campaigns, it will show you which keywords are most searched for on Amazon.
Google search data and merchant words data are not 100% accurate for Amazon. But if you use the data from your pay per click campaign, you’ll see exactly which keywords people are using on Amazon.
Sort the file by most to least impressions. Then for the high volume keywords add them into your title features and description.
Make sure to also include them in the backend of the listing and track your performance using AMZ Tracker.
Tip 5 Bid
Keep your bids low to start with, and increase in $.10-$.20 increments.
See how this affects your impressions, conversions, and ACOS. At the same time save the data to a file every week so you can compare how you’re doing over time.
You also need to leave things running at least a week before the report’s data can be used. Ideally review the performance every couple of weeks – that way the data is more accurate.
Tip 6 Keywords
Once every three months, do detailed keyword research and create a new manual campaign that contains all of the keywords.
Think about what other things your customers might buy. For example, if they’re buying a yoga mat, they may also search for popular yoga books.
Add these keywords to your campaigns. Each extra keyword you add is an extra potential marketing channel to drive customers to your product.
Tip 7 Google Product Ads
Once you’ve optimized Amazon keywords, set up a Google product campaign for your item, as this will bring extra traffic from Google to your Amazon page and help you rank faster.
Every extra sale will also help your main organic rank on Amazon.
Amazon PPC is one of the single best ways to get more sales and rank your product over time so be sure to invest the time to optimize it at least once a month.
Once you grow your business enough – you can look to keeping advertising at breakeven to drive further traffic and visitors to your products. Focus on improving the conversion rate instead to increase profits.