Running successful Amazon PPC campaigns requires a strategic approach and continuous optimisation. In this blog, we’ll explore ten essential best practices that will help you make the most of your advertising budget and drive higher conversions on the Amazon platform.
Keyword Research and Targeting: The foundation of a successful PPC strategy lies in meticulous keyword research. Utilise tools like the Amazon Keyword Planner to identify both relevant and high-converting keywords for your product. Integrating these keywords into your listing will bolster organic ranking and search term relevance.
Campaign Structure and Organization: Establish a clear and organised campaign structure for your PPC efforts. Employ a straightforward naming convention that allows easy identification of Product, Ad Type, Targeting, and campaign objectives. Every campaign should have a specific objective, be it driving rank, harvesting new keywords, or delivering impressions. Where resources permit, strive for granularity – one campaign, one ad group, one match type, and a maximum of 10 keywords per campaign. This approach aids budget management, enhances ad relevance, and supports PPC optimization.
Negative Keywords Management: Regularly review your Search Term Report. Identify irrelevant keywords or those consuming budget without generating sales, and exclude these terms from your campaigns. This focuses the budget on pertinent keywords and bolsters campaign performance. For instance, if you’re selling canvas men’s shoes and targeting “men’s shoes,” negate terms like “leather” to avoid showcasing your canvas shoes to leather shoe seekers.
Understanding Bid Optimization: Explore Amazon’s various bidding strategies and review your campaign bidding tactics. Choices include Bidding Down Only, Dynamic Up & Down, and Fixed bids. Align your bidding strategy with your campaign’s objective. Leverage your product placement report to identify optimal ad performance positions in terms of click-through rate, conversion rate, and ACoS. Employ this data to inform placement bids and refine campaign performance.
Optimising Ad Copy and Creatives: Click-through Rate (CTR) stands as a core measure of ad impression relevance. Are your ads reaching the right consumers effectively? Elevating your CTR significantly improves PPC efficiency. Remember, ad copy is just as influential as creatives in driving clicks. Whether running Sponsored Brand or Sponsored Display ads, craft compelling ad copy that aligns with customer search criteria. A/B test different copies for performance insights.
A/B Testing for Continuous Improvement: Embrace continuous improvement through rigorous testing. Scrutinise all campaign elements – headlines, ad copy, images, calls to action, and more – to refine them over time. This iterative approach enables strategic growth and fine-tuning of campaigns.
Leveraging Product Targeting and Category Targeting: While keyword targeting is vital, Product Targeting is equally potent. This strategy allows direct targeting of relevant competitor products within search results and on product detail pages. It sparks consumer consideration among highly engaged shoppers. Additionally, leverage category targeting in sponsored display ads to identify potential product targets. Ensure vigilant management of category targeting campaigns to promptly manage budgets.
Sponsored Brands for Brand Awareness: Leverage the prominence and size advantages of Sponsored Brand ads to enhance brand awareness. These ads deliver eye-catching visuals, compelling ad copy, and the ability to showcase a product range. They also drive shoppers to your brand store for a more immersive brand experience.
Measuring Success with Key Metrics: Metrics for success should align with your campaign’s objectives. If building brand awareness, impressions may be key. If driving organic rank, conversion rate becomes pivotal. As campaigns gather momentum, achieving a set Advertising Cost of Sale (ACoS) for profitable sales becomes crucial. Regularly monitor your chosen metrics and remain adaptable to changing objectives over time.
Campaign Optimisation: Consistent monitoring and adjustments are vital for campaign success. Rely on reports like the Search Term Report, Product Placement Report, and Impression Share report to refine strategies based on data.
By adhering to these ten best practices, businesses can enhance their Amazon PPC prowess and secure a competitive edge within the ever-evolving Amazon marketplace.