How to Optimize Your Amazon PPC Campaigns

Amazon is the world's largest e-commerce retailer, with a net profit of $ 3 billion after-tax in 2017. Other brands, however, can tap into Amazon's huge global market through Amazon Pay-Per-Click (PPC) advertising campaigns. Put your message in front of thousands of targeted audience members while enjoying one of the most affordable ways to advertise.

Some marketers use Amazon PPC ads to get conversions for just one dollar per click. Amazon PPC may sound like the truth, but it provides real results for those who know how to use it to its full potential. Explore how other marketers optimize their campaigns. Let the e-commerce giant work for you by keeping your best foot on Amazon.com.

Find top-converting keywords

The Amazon PPC platform is not as intuitive as Google AdWords in identifying the right keywords for your promotion. Unlike AdWords, users need to take a few steps to pull relevant data from Amazon's paid search platform. First, log in to your Amazon Seller Central account. Go to the tab at the top of the page which says, "Report," then "Ad Report." At the top of the page you will see a variety of advertising reports that you can access. Select "Search Term Report".

The search term report is where you get your keyword data after running some Amazon PPC ads. Download this data once every few months to keep track of how your search terms and keywords work (the report shows you the last 60 days). Download the report, copy its text and paste it into an Excel spreadsheet. Use the Excel Properties PivotTable to paste data into a new worksheet (under the Insert tab on PC or under the Data tab on Mac). Select the fields you want to add to your new report from the PivotTable Fields list provided.

Then, drag and drop the fields according to how you want them to be organized. Click OK and you will have your PivotTable. Copy the whole table and paste it into a new spreadsheet. To change the layout of the table, select "Paste Special"> "Paste Value" so that you can easily manipulate the data. From here, you can play with the data, organize it, and analyze it to see which keywords need to be added and removed from your campaign.

Uncover the "secret" long-tail keyword

Long-tail keywords are critical to the success of your Amazon PPC campaign and other marketing efforts. These specific keyword phrases can attract a significant amount of targeted search raffic - often traffic that is already in the middle of the sales funnel. The right long-tail keyword for your PPC campaign, however, can be hard to find. To make it easier, use this three-step approach by Franks Jordan, CEO of Selix:

1. Create an Amazon PPC automated campaign. Download the search term report and follow the steps listed above to understand the data Identify your relevant search terms from the report.

2. Use a tool like Sellics' Sonar to create long-tail keywords in addition to the terms in your search term report. Just type in your short, simple keywords and Gold will do the rest for you You can also use other apps, such as Scientific Seller, which uses latent semantic indexes to generate free short to long-tail keywords. Buyers will typically use keywords typed on Amazon to help scientific sellers report your PPC campaigns.

3. Once you've become a long-tail keyword, insert them naturally into your product listing and PPC ad content to become more visible on Amazon.

Finding unnecessary or "secret" long-tail keywords for your Amazon PPC ads can set you apart from the competition and make your ads more visible to potential buyers. Use a healthy mix of regular and long-tail keywords in your content for best results.

Master Amazon Advertising Group

Amazon falls into the PPC campaign ad group. Knowing how to organize your groups can help you optimize your campaign. While there is no one-size-fits-all answer for ad grouping, you can customize your efforts based on your keywords and target audience. First, clear the structure of the ad. Consistently structure all of your campaigns. Choose the same structure for each of your campaigns (e.g., by product category or brand) to avoid creating repetitive ads.

Create different ad groups according to keywords. Your ad group may and should include a keyword as well as a general keyword in the same or similar product category. For example, an ad group may contain both "workout tools" and "workout gear" so that users can see what ads they see for a keyword bid. Next, group similar products according to your brand into the same ad group. All items in your ad group match the selected keywords. Otherwise, your users will not be able to find your products through keyword search.

Use a combination of automatic and manual promotion

Amazon offers two types of promotions for advertising sponsored products: automatic and manual. Automatic targets ask vendors to name their budgets. Amazon will then work for the seller, finding keywords that match the desired category and product description. Automated promotions are a great choice for marketers starting with Amazon PPC ads These are also effective in identifying relevant keywords.

If you are using Amazon PPC for the first time, run a few automated ads first. Let the ad run for a few days or weeks, and then evaluate the keywords converted into sales. Once you've got a solid idea of ​​your best keywords through automated campaigns, go to the manual. Manual targeting automatically provides benefits that can help marketers differentiate themselves from the pack.

For manual options, sellers need to choose the keywords they want to bid on. If you are more experienced with PPC and want to target keywords more precisely, the manual option is for you. You can also test keywords, measure performance, and make changes using manual options. Using both types, at least initially, can help inform your Amazon PPC strategy and help you build your keyword list. With a little practice, you can master Amazon PPC advertising and see real results for your efforts.

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