How To Optimize Amazon PPC Campaigns: 3 Expert Tips
If your Amazon PPC campaign desperately needs optimization, you can look to us for help. We have some tips specific to this site that can improve your results.
While marketing may seem simple on the surface, the deeper you dive into it, the more you’ll see that you need to pay attention to lots of small details to ensure that everything runs efficiently. Not only do you need to know how to choose the right content for each stage of the marketing funnel, but you also need to optimize each subsection of the content differently.
That brings us to today’s topic of learning how to optimize your Amazon PPC campaign specifically. It won’t be exactly the same as your other ones, so these expert tips on enhancing your Amazon ad experience should help you see significant improvements overall.
Choose the Right Type of Amazon Ad
While you might know how to run PPC campaigns on other sites, the ones on Amazon aren’t quite the same as those. Amazon ads all market products or companies that are on the site. Their ads will never take you to an external site. That means you must be on Amazon to utilize their PPC program.
After you set up on Amazon, you need to decide which types of ads to use. The categories are Sponsored Products, Sponsored Brands, and Sponsored Displays. The first two are in the page results, while the last one shows up on product pages.
If there’s a certain product you want to push, Sponsored Products will be the way to go. If you’d rather focus on getting your name out there, Sponsored Brands will help you get that recognition. This type of ad also allows for more creativity that will help you push an image with a selection of your products.
Finally, we have Sponsored Displays, which will help you push products to people who are already interested in something you’re selling. Since these ads appear on product pages, they’re good for either making an additional sale or showing viewers a product they might be more interested in. Of course, you can also pay to advertise your products on a competitor’s product page.
The point here is that you need to be strategic with your chosen method. Simply picking Sponsored Products because it’s the most popular option isn’t always going to work. Depending on your sales goals, another option might work best for your optimization.
Utilize Amazon’s Automatic Advertising Campaigns
Generally, most companies like to do their own advertising campaigns. That way, they can customize them to their liking. While there’s nothing wrong with that, Amazon has a program that can automatically create a whole marketing campaign for users. This might seem like a tool that’s only useful for beginners, but pros can also utilize it for their needs.
While you should still run a manual campaign, setting up an automatic one alongside it can help fill the gaps. Amazon’s program is great at figuring out which keywords are the most relevant for your campaign. You just need to run it simultaneously with your manual campaign and compare the results after a few days or weeks.
Once you’ve completed that, you can create a new manual campaign that utilizes the best of both systems. You can then recycle this process anytime you have a new product or need to reoptimize your keywords.
Analyze Results and React Accordingly
Due to how unique Amazon ads are, you need to treat them differently from the ads of any of your other campaigns. That’s why our final expert tip on optimizing your Amazon PPC campaign is to simply analyze your results separately and react according to their results, not your other campaigns. If a keyword works well for your Amazon ads but not the rest of them, keep it running. Don’t remove it simply because it seems right for your other campaigns.
Also, be sure to remove products from your campaign entirely that aren’t doing well. Even if they’re products you want to push, it might be better to advertise them naturally instead of bleeding money into them through ineffective ads. Once some of your better product campaigns take off, happy customers will be more likely to look into more of your products.