Essential Tips to Build an Effective Amazon PPC Campaign

Does your company sell products on Amazon? If yes, then you already know that setting up your Amazon store is relatively easy and fast, while gaining exposure takes a considerable amount of time. There are numerous sellers on the marketplace selling the same product as you, and if you haven't yet got the chance to win the Buy Box or earn the best seller ranking, the chances of improving your sales anytime soon are bleak. Thus, your best bet to achieve this is to build a comprehensive Amazon PPC plan.

Like other advertising campaigns, Amazon PPC campaigns also require expertise and technical knowledge to deliver expected results. Here are six tips you can use while optimizing your PPC campaigns.

1.     Structure Your Amazon PPC Campaigns

It is vital to ensure that your ad campaigns follow the same theme. They can be organized in the following ways:

●      Product Category

●      Brand

●      Top Selling Products

If your campaigns have a consistent structure, it will be less confusing for you or your team to manage them. Moreover, an organized campaign structure will also help in avoiding repetition of ads.

2.    Have One Ad Group for Similar Products

When you create an ad group for your PPC campaign, you have a set of products and keywords required to place your ads successfully. As all the products belonging to a particular ad group show up on the ad for the keywords you've selected, having products that are not relevant to the keywords hamper your conversion rates.

For instance, if your ad group is set up around a product category of say, televisions or a mobile phone in the same classification would most likely not lead to a convert because the online shoppers are looking to buy televisions, not mobile phones.

3.     Make Use of Long-Tail Keywords

Long-Tail Keywords are phrases that are more detailed and usually longer in comparison to the commonly searched keywords. These keywords get less search traffic, but since there is less competition for them, they usually have a higher conversion rate.

You can benefit from long-tail keywords as they help target users who are specific about what they want and are more likely to purchase a product. At the same time, you have to make sure that the keywords match your product because otherwise, this strategy will not prove to be beneficial.

4.    Adjust Your Ad Spend Based On Product Performance

Many times, various products are included in one ad group only and share the same set of keywords. With time, you will see the products performing well in an ad group and those that are not. To ensure a good return for your PPC campaign, it is essential to remove these underperforming products.

By eliminating underperforming products, you automatically redirect your impressions and clicks to the best-performing products with higher chances to convert. Also, by adjusting your bid price, you have control over where your ad shows on a page. You must continue to adjust the bid price until your sales reach the optimal levels.

5.     Keep an Eye on Your Competitor's Keywords

If you know the best performing keywords of your competitors, there are ample opportunities that can open up for your products. These keywords can later be implemented in your campaigns with an expectation of yielding similar results. If you are wondering how to do this, well, this can be done manually or by using an online tool. Performing this task manually with the help of a tool can be tedious and time-consuming.

Hence, it is recommended that you make use of an online tool. There are various online tools that can help you choose the appropriate keywords to target. The main purpose of these tools is to provide valuable insight into your competitor's keywords in a less time-absorbing manner.

6.     Be Patient for Desired Results

The results won't fall your way straight away. You must be patient and wait to see some results before making changes to the existing campaign. Use advertising settings such as budget caps to stay within a specific ad budget and avoid overspending while you await results. Also, remember that the two key areas of determining the performance of your PPC campaigns are impressions and keyword bid prices. By observing them closely, you can alter your bid price accordingly to achieve the desired number of conversions.