Amazon PPC (pay-per-click) can be a huge win for most sellers. The simple advertising model ensures that customers searching for products like yours will find what you are selling. In many cases, they’ll see it on the first page of their search results.
And while you might want to get to that first page organically, the truth is, building up to that takes time. Your listings will usually need to be live and selling for a while first, unless you are in some ultra-specific niche. Amazon PPC can give you the leg up you need, as long as you use it wisely.
Before you get started: optimizing your listing
Before you even enter the campaign manager, you need to optimize your product listing. If a product listing is lacking details or is inaccurate, then no amount of advertising can save it. Here’s what to focus on:
Images should clearly show the product and be high-resolution. Multiple images are preferred.
Your bullet points and product description should be free of typos and spelling errors. They should persuasively explain what the product is, what its features are, and how it will benefit the customer.
Your price should be competitive.
Your listing should include the keywords you are targeting, with the most important one(s) in the product title. Secondary keywords should go in Amazon’s keyword field.
Part 1: Create your Amazon PPC campaign
Once you’ve optimized your listing, you can start creating your campaign in the “Campaign Manager” section of Seller Central. Here are the steps:
1. Go to Advertising > Campaign Manager.
2. Choose a name for your campaign.
3. Choose your daily budget. There is a balance here. If you are just starting off, picking a higher budget can be a good idea, and then you can adjust it as needed. However, keep in mind how things accumulate. $50 may not seem like much at first, but it adds up fast on a day to day basis.
4. Choose your start date and end date. We suggest including an end date; again, your budget can add up fast. You can always extend the campaign if needed.
5. Decide between manual targeting and automatic targeting:
In manual targeting, you choose your own keywords
In automatic targeting, Amazon chooses them for you
We recommend using manual targeting most of the time, as you have more control over the results.
Part 2: Build your ad
1. After you have your Amazon PPC campaign set up, it’s time to start building ads. Here are the simple steps you’ll need to take:
2. Choose an ad group name. This name should be more specific than your campaign name, as you can have multiple ad groups.
3. Pick a product to advertise.
4. Choose your keywords. Even if you chose manual targeting, you can still look at suggested keywords from Amazon, and they are a good place to start. You can also rely on your own knowledge of the product, google searches, and your knowledge of related products. Don’t forget that you can make adjustments later.
5. Choose your bids. You can make an individual bid for each keyword. If you think one keyword will be more likely to generate clicks, then feel free to up its bid.
6. Choose your match type. Your match type options are “broad, phrase, or exact” Keep in mind that broad matches will usually result in more money spent, but may also capture more customers.
7. Once you’ve finished entering keywords, choosing their bids, and picking their match types, you can Save and Finish.
Your campaign is now good to go! Keep in mind that it can take up to an hour for your ads to start appearing.
Part 3: Experiment, Experiment, Experiment
Now that you understand the basics of setting up your campaign, it’s time to experiment. Let your campaign run for one month, and then start making adjustments based on your findings. Which keywords are yielding good results? Which are too expensive? Which are ineffective?
It’s important to consider your Average Cost of Sale (ACoS) as you make future decisions. Sometimes, an expensive keyword is completely worth it if you are still turning an overall profit when you make the sale. Review the data vigilantly and you’ll be likely to find success with PPC.
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