How to avoid Amazon PPC mistakes

How to avoid Amazon PPC mistakes

Here are some of the common Amazon PPC mistakes to avoid:

Review poor-performing keywords before eliminating them

While reviewing the performance of keywords, most sellers directly resort to eliminating poor-performing ones. However, we have found that a lot of times this could be a mistake. You need to understand why those particular keywords are underperforming. It could be because of their seasonality, or their bid at a particular time.

Give keywords their due weightage by analyzing their performance over a considerable period. If you notice that there are spikes in their performance during certain periods and drops during others, it means that it’s not necessary to eliminate them. All you need to do is reduce their bid because they have the potential to bring you sales.

Have clearly defined campaign goals?

Everybody wants to leverage the power of PPC on Amazon. While it poses great opportunities for sellers to boost their sales, it also means you need to have clearly defined goals. Your goals need to be defined by taking into account important ad metrics like Amazon ACoS (Advertising Cost of Sale), ROAS (Return on Ad Spend), TACOS(Total Advertising Cost of Sale), and conversions.

Embarking on PPC without having a clear idea of what you want to achieve is detrimental to effective campaign execution and management as well as performance analysis. The best way to go about this is to map out your business goals and then decide on what course of action you want to take with your advertising efforts.

Your Amazon PPC strategy should align with your business goals. For example, if you want to build your brand image and enhance awareness of your brand, you will need to deploy Sponsored Brand ads with a trajectory that focuses on receiving a certain amount of impressions and visits.

If you want to boost sales, then you will need to launch Amazon Sponsored Product ads and define how many conversions you’re looking to make and how much PPC revenue you want to generate. Planning things out in this manner will help you easily achieve what you want with your ads by also allocating the right amount of ad budget as well.

Use the correct keyword match types

Amazon PPC has three keyword match types – broad, phrase, and exact match types. Each of these is used for a different purpose. Sellers need to know exactly what each type does so that they can use the correct match type according to their advertising goals.

A broad match is used to target your ads to a larger audience, an exact match is meant to attract a more specific, high-converting traffic and a phrase match is like an adjustment between the other two match types.

To avoid targeting and attracting the wrong audience, make sure you educate yourself on the different keyword match types and cut down on wasted ad spending.

Invest in Amazon PPC automation software?

Amazon PPC optimization and automation tools and software are an integral part of efficient campaign management. A lot of sellers don’t enlist the services of Amazon PPC management software because they could cost a pretty penny. However, sellers need to realize that these tools are an essential part of advertising and the cost is usually justified when you see the results.

These tools help you optimize your ad budget without having to spend long manual hours. SellerApp Amazon PPC automation is one such tool that lets you create custom rules and define conditions for automation to ensure you achieve a low ACoS and not lose out on important sales to competitors. You can choose the conditions – Clicks, Bids, Impressions, Orders, Spend, Sales, ACoS, RoAS, and CTR, based on your campaign goals.

You can clearly define the rule criteria so that when the campaign meets the criteria the rule starts running and takes the necessary action you define. You can increase and decrease bids and also choose the days of the week during which you want your rules to run.

Use Amazon Attribution

Sellers registered on the Amazon Brand Registry have a ton of tools and resources at their disposal that they can use to boost promotions, but they fail to use them. One such resource is Amazon Attribution which comes in handy while tracking metrics for off-Amazon promotions across various platforms.

It’s an analytical and tracking tool that gives brand insights into what ad strategies work well and what don’t. This will help bring about changes accordingly to improve overall sales and ROAS.?

Leverage geo-targeting options?

Amazon PPC provides geotargeting or location targeting options for ads that sellers need to look into carefully. Why target a large number of people with low chances of conversion when you can target a smaller geographical region with an audience that is sure to convert and vice versa? If you’re a seller using Sponsored Brands and Sponsored Display ads, don’t skip out on targeting shoppers according to some particular geographies for specific placements.?

Conclusion:

Amazon PPC is a holistic process that requires optimization at every step. Sellers at all stages – beginners, intermediaries as well as large established sellers, need to use PPC to promote their Amazon business. It is a great tool for sellers to ace the competition and not lose out on important sales.

However, the entire advertising process requires being cautious as well as paying attention to detail. Remember all the points mentioned above and try not to commit or repeat these same mistakes in future campaigns. You will notice in no time that you are getting the most optimal results.

Good luck!

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·????????Jansher Khan

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