There are still eCommerce sellers who don’t realize the importance of Amazon PPC or Amazon advertising in 2018. Amazon has many great reasons to market your product.
Sellers don’t need to make a brand site to sell products–the customers are now on Amazon. You simply need to figure out how to get them to your product page. Amazon has 58 billion visitors per month.
Amazon helps you A LOT. Regardless of whether it be keyword research, shipping or creating brand trust, Amazon will assist you with selling your product (for the most part since they need to make a profit, as well).
Amazon advertising is simpler than Google Ads, and the competition is lower. There are less Amazon sellers than brands advertising on Google.
Amazon customers are prepared to purchase when they visit the site and use Amazon as a product web crawler. 55% of online customers start their product look on Amazon.
Amazon can stuff its list items page with ads and pull off it by not demolishing the client experience.
Amazon advertising in some cases has a 10x higher change rate than Google Ads. For our clients, the normal change rate is 67%, contrasted with Google’s 1-2 percent. Amazon advertising is a force to be reckoned with.
It is inconceivable to realize that many brands haven’t understood this yet. In any case, you’re brilliant in light of the fact that you’re perusing this post and need to stretch out beyond the competition.
Being a Successful Seller on Amazon Starts at the Product Page
We tell our clients this constantly; Amazon advertising will not be the end all be supportive of selling your product. It absolutely helps increase sales, brand trust and visibility, yet the initial step you should take is to optimize your product page.
Think about the product page like the landing page. For what reason would you invest a lot of energy and cash driving traffic to your landing page if your landing page wasn’t set up properly for most extreme outcomes?
Two keys to making trust among you and your customer are to give a lot of images and give detailed information about your product. By giving exact descriptions of your products, a customer is more averse to giving you a terrible review for being misdirecting.
Likewise, set a serious price point and make a thoroughly examined product name that differentiates you from your competitors and inspires customers to tap on your product. You ought to likewise add bulleted descriptions since Amazon prefers those.
2. Know How Amazon Ranks Ads
In case you’re already an online marketer coming over from Google Ads, you know there are two kinds of factors that add to Amazon ad ranking. Like Google Ads, everything’s with regards to Quality Score.
The Amazon Ad Rank formula comprises of: Cost-Per-Click (CPC) Bid x Ad Grade = Ad Rank Metrics that determine ad rank are separated into two categories:
- Conversion Rate
- Overall Sales
- Product Title
- Search Terms
- Seller Name
Like I said previously, Amazon PPC is bartering, so ad rank considers your bid prior to ranking you. On the off chance that your product doesn’t have a decent ad grade, you should bid higher to rank.
3. Know the Difference Between Organic and Paid Traffic
Organic and paid traffic are comparable yet various entities on Amazon. The promotion ranking infographic above applies to organic product ranking too. Paid and organic work together to rank as they are the two factors that drive traffic to your product, CTR, conversion rate, and sales.
It’s a decent inquiry to pose to yourself what amount of cash would it be advisable for me to invest towards ads and what amount of energy would it be advisable for me to put towards organic? The appropriate response is complicated and depends on your image’s goals, yet the best advice I can give is that prioritizing one isn’t leaving the other.
This implies that in the event that you attempt to rank higher organically and don’t put cash towards paid traffic, then, at that point that will simply make optimizing for Amazon ads simpler when you do choose to begin your paid traffic. Prioritizing paid traffic will help your organic ranking by making more sales, CTR, and conversion rates.
4. Set a Target ACoS
As an advertiser, Advertising Cost Over Sales (ACoS) is the thing that should drive you. While not a total marker of ad campaign achievement, it gives a smart thought of the amount you’re spending on ads versus the number of sales you’re getting.
ACoS is the level of ad spend over your sales. Each campaign in Amazon’s Seller Central has an ACoS, and sets an objective ACoS to choose your spending.
Higher ACoS (over 35%) implies higher visibility and lower profitability. I contrast it with purchasing a major ad spot in a magazine or network show. While more costly, it can extend brand awareness and sales.
Lower ACoS (25% or lower) implies higher profitability and lower visibility. Sellers instinctually need a lower ACoS to arrive at maximum profit, however you need to burn through cash on ads to get a ROI from them.
Prior to setting a Target ACoS, know what your breakeven ACoS is. Everybody’s TACoS ought to appear as something else. In the event that you have a profit margin of 40% and another dealer has a 10 percent profit margin, you ought to have an alternate TACoS.
5. Know Your Amazon PPC Terms
In case you’re brand new to Amazon advertising, know a few terms that you will experience inside Seller Central.
Pay-Per-Click: Amazon utilizes PPC ads, which implies clients bid on search terms to appear. The ad spot for that search term goes to the highest bidder. You pay Amazon the amount you bid on a search term each time a customer clicks on your ad.
Conversion Rate: The percentage of clicks to deals you get for your ad.
Impressions: what number of occasions customers have seen your ad.
Clicks: what number of occasions customers have clicked on your ad.
CPC: The sum you are paying for each click on a search term.
Ad Cost: The sum you’re spending on an ad.
Ad Rank: What request your ad appears on the search results page. Amazon utilizes the A9 search algorithm to rank ads.
Keyword: An overall term or a subject you’re attempting to rank for. In case you’re selling rock climbing shoes, your keyword will be “rock climbing shoes,” yet that doesn’t consider all the search queries customers will perform.
Search Term: Terms that are really composed into the search bar. For instance, in case you’re attempting to rank for “rock climbing shoes,” the search term for rock climbing shoes can be anything from “red climbing shoes” to “size 11 Black Diamond shoe.” Search terms are unpredictable and can incorporate anything related to the product.
Manual Campaign: A kind of campaign in which you have more control over each search term bid. Amazon doesn’t furnish manual campaigns with search term suggestions, so you need to manually enter and bid on search terms.
Automatic Campaign: A sort of ad campaign that gives keyword suggestions and permits simpler control over search term bidding.
Headline Search Ads: Ads that appear before the organic search results and require some ad duplicate.
Product Display Ads: Ads that appear on product detail pages.
Learn More : Key Objectives of Amazon Listing Optimization 2021