Every Amazon PPC expert has a story to tell. Some are short. Some are glorious. But they all share one thing: they are about honest trial and error.
So here are a few insights that I found noteworthy when doing Amazon PPC.
Do your Product Detail Page SEO before continuing with the PPC
This may sound trivial, but oh boy, I’ve long lost count to times a client turned to us not having done these basic things to their Product Detail Page SEO before jumping to PPC:
- Have a keyword-rich, descriptive & readable product title. One that clearly tells a customer what she’s looking at
- Bright, colorful high-resolution main picture. With enough contrast to be visible on a smartphone in broad daylight. Preferably with key features/data about the product written on it (as lots of people don’t even read the description)
- Competitive pricing
- Good reviews (4.3+ stars at a minimum and at least 25 in numbers from most simple products)
It’s really leveraged to all your PPC efforts – having a product page that does its job well and converts whatever customers you’ve managed to lure in!
Embrace the Search Report
You may like it or you may not – but you really MUST get in the habit of looking through the Report at least once a month. First – technically you’ve already paid Amazon to have it. Second – it will let you see what keywords and ASINs did your sales good and which were a waste of money.
Keep track of all of your Amazon FBA financials with ease.
Sort the Report search terms by the number of orders. Work with non “0” first. Look at ACoS – and then make sure your campaigns contain all the search terms that showed good ACoS in the report – and the ones with bad ACoS are either bidded down or paused.
Master the negative keywords
Another great use of Search Term report (as well as manual research for relevant keywords) – is the keywords that do NOT bring you sales (or even clicks) for a long time. E.g., you’ve got 30-odd clicks and 0 sales, and your product is a 30-buck leisure item. That is definitely enough data to make such a decision. Just acknowledge that this keyword is crap and pause it.
Yes, In reality, it may be your product listing (hello Secret #1) that misaligns its content with these keywords (that is otherwise relevant to your product). Maybe. But much more likely it is not.
Why? Don’t care.
Should you fix it? Maybe. But right now – just put it in “exact negative” to all your broad campaigns, pause the exact ones in your exact campaigns – and move on.
Keywords with little impressions
Now, here’s the trick: did your keywords show little impressions on Search Report because they are low-search volume? Or because your bid wasn’t high enough to expose your product to the market via Sponsored ads?
Now, you can jump a 3rd party service like MerchantWords or Helium 10 – and pay them to check out the search frequency of the said keyword.
Or you can just make an experiment and raise the bid 2x times until you hit the impressions.
Either way – make it a habit of checking on seemingly-relevant PPC keywords with little impression. To see if you are indeed using them to their fullest. And trust me: not all the keywords even suggested by the Seller Central (upon Sponsored campaign creation) turn out to be high search volume.
Search result position and conversion
Ok, so you’re getting impression clicks and even conversion for a keyword.
But your BSR isn’t yet high enough to fight for top-5 of Page 1.
So what do you do? Should you bid your maximum money and wait patiently for the time your product is eligible to show higher? I say no.
You can do a little experiment and see if your CTR changes when you DROP the bids so that your product is found on position 1-3 of page 2, page 3, etc. This is a psychologically more captivating position that may help you get better sales than at the bottom of page 1.
Go to Amazon.com, type a keyword in question into search console, see where your product sponsored ad is at the moment. Now go to the Seller Central and adjust the bid. Verify the position through console again.
Rinse and repeat until the new position is achieved. Now wait for a few days (a week ideally) and see for yourself if your sales or ACoS improves.
Targeting the weakest competitor
Amazon gives all Sellers a fantastic opportunity to capitalize on other Seller’s well and wrong-doings.
And you would be missing a great (and fun!) opportunity if you don’t.
- Scan your competitors;
- Pick the ASINs of all products that have a less competitive price, fewer reviews, and/or worse product detail page than yours;
- Dial those in as targeting for your Sponsored Product or Brand campaigns;
- And predate on the weaker inhabitants of this jungle!
You can even go further and see what weak points the said competing product has (e.g. from their bad reviews) – and use that as your selling point for a text field in a Brand Ad targeted at that specific product.
Limited budget? Why?
Often new PPC Managers tackle the issue of using a limited budget that they were allocated with.
Honestly – this is a wrong way of looking at things on Amazon. And it should be avoided whenever possible.
The only limit you should work with is making your Sponsored Ads profitable (ACoS wise or totals sales-wise).
Grab as much of the market as you profitably can. Earn higher BSR with every extra sale. As long as you are doing it profitably – is there a reason to limit the amount spent on such advertising? All the big Amazon Sellers will say “no”.
And rightly so.
This post is brought to you by Ihor Dubovetskyi – CEO at Profit Whales – Amazon Advertising Automation Software powered by Science and Data with the mission to build long-term relationships with Sellers and Brands on Amazon Marketplace.
So if you have found the above useful – stay put for more. And please, feel free to discuss and share your own experience about how you made the Amazon PPC work FOR you, fellow Sellers.