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Amazon PPC Management | Boost the Visibility of Your Products
For the average seller, it can take months for a product to show up in Amazon’s organic search results. But with Amazon pay per click (PPC) paid search ads, you can get your products in front of the right customers immediately. By putting a little bit of ad spend behind your listings, you can quickly bump your products up to the first page of search results. Let our experts in Amazon PPC management guide you in the right direction.
Amazon PPC Ad Types
Amazon gives sellers access to three different PPC advertising formats; Sponsored Products, Sponsored Brand ads and Product Display ads.
- Sponsored Product ads let you promote individual product listings to consumers as they shop
- Sponsored Brand ads help drive awareness for your brand by featuring your brand logo alongside three of your products
- Product Display ads target shoppers as they are considering whether or not to add an item to their cart
A small but thriving fishing tackle company reached out to Awesome Dynamic to help decrease their advertising spending without losing sales. An audit of their existing advertising campaign was conducted allowing Awesome Dynamic to focus on keywords that were generating sales, along with other strategies. Read more.
Seller Eligibility
While all three ad formats are available through Amazon, certain ad types are restricted to certain sellers. Wondering what PPC resources are available to you? Here’s a breakdown of accessible ad formats by seller:
- Third-party sellers – Sponsored Product ads
- Brand Registered sellers – Sponsored Product ads and Sponsored Brand ads
- Amazon Vendors – Sponsored Product ads, Sponsored Brand ads and Product Display ads
Sponsored Product Ads
Sponsored Product ads are keyword-targeted pay-per-click ads that appear above and within search results and on product detail pages on both desktop and mobile browsers and devices. This ad type offers the most granular control over ad targeting precision and is a great Amazon PPC management tool for boosting your sales and product visibility.
Simply choose how much you’re willing to bid for a click, set a daily budget to help control your ad spend and only pay when your ad is clicked on. We’ll help you determine which keywords and bidding strategy are best for your products to help ensure you’re getting the most for your money.
Sponsored Brand Ads
Just like Sponsored Products, Sponsored Brands are keyword-targeted pay-per-click ads. These ads feature your brand logo, a custom headline and three of your product listings. Don’t offer at least three Amazon products? You’ll be unable to run any Sponsored Brand Ads.
Clicking on a Sponsored Brand Ad directs shoppers to one of two locations, either to a landing page that features a variety of your products or to your Amazon Store. If you are an Amazon Vendor and eligible for Amazon Marketing Services, there is a third option which lets you direct shoppers to any Amazon URL that houses at least three of your products.
Our Amazon PPC management team can help you determine which product listings to highlight and which of the available click-through options is best for your brand. Want to drive customers to an Amazon Store? We can help you get one up and running in no time.
Product Display Ads
Product Display ads appear on product detail pages and are targeted to individual products, product categories or shopper interests. These cost-per-click display ads aim to intercept shoppers as they are considering a competitor’s product and drive traffic to the advertiser’s product detail page, instead.
Our team will perform a thorough analysis to determine which targeting approach is best for your business. Once your ads are live, we’ll continue to monitor your progress and make tweaks to your targets as needed.
Discover the Benefits of Amazon PPC Management
Help increase your salesConsumers come to Amazon willing and ready to make a purchase. With the help of advertising, you can better target shoppers who are already looking to purchase products like yours. | Get in front of more shoppersAs we’ve already mentioned, advertising can give your brand and products an instant boost in visibility. Ads are strategically displayed in highly visible places, like on product detail pages or on the first page of search results, to easily grab shopper attention. | Control your costsOnly pay for the clicks your ads receive. You can track your ad spend and performance through your campaign reports, so you can see what’s working, and what’s not, and adjust your campaigns to maximize the effectiveness of your ads. |
Utilizing Multiple Ad Types
For eligible sellers, we recommend running an assortment of different ad types. Each ad format has unique strengths and can help you accomplish a variety of goals. We will keep all of your goals in mind to incorporate the best combination of ad types into your advertising strategy.
- Sponsored Product ads are great for bumping up your products in the search results
- Sponsored Brand ads are great for boosting brand and product awareness
- Product Display ads are great for promoting products to shoppers who are ready to buy
Ad Targeting
Amazon PPC ad targeting is done on the keyword level. Essentially, sellers place bids on relevant keywords, and if their bid wins and their ad matches the search, their ad gets displayed to shoppers.
As part of our Amazon PPC management services, our team performs thorough keyword research to discover which keywords will produce the best results for your products. This research will help determine which terms you should bid on and will inform your ongoing bidding strategy.
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Keyword Match Types
Choosing the right keyword match type is paramount to helping you reach customers and drive more sales.
- Broad match offers the widest traffic exposure. In this case, your ad may appear when a shopper searches for your keyword in any order, including close variations.
- Phrase match is slightly more restrictive than broad match, but it can drive more relevant traffic to your ads. Your ad may appear when a shopper searches for either your exact phrase or sequence of words in your keyword.
- Exact match is the most restrictive match type, but it can help drive the most relevant traffic. In order for your ad to show, a shopper’s search term must match your keyword exactly.
- Negative phrase and exact match helps you maximize relevant clicks and minimize irrelevant keywords. Applying a negative match type to keywords in your campaigns prevents your ads from showing when a customer searches for those terms.
Amazon PPC Management Best Practices
Sponsored Product ads
| Sponsored Brand ads
| Product Display ads
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Know Your Goals
We’ll use your advertising goals to help shape your strategy, so it’s important to know what they are before you get started. If your focus is on driving sales, we’ll focus your ads on converting clicks into orders. If you’re hoping to create greater brand awareness, we’ll focus on impressions and set strong cost-per-click bids to help you win more keywords and achieve greater visibility. At your first consultation, we’ll go over these goals to help ensure we are putting together an Amazon advertising strategy that aligns with your desired outcomes.
Which Products Should I Advertise?
Selecting the right product listings is a big part of helping you achieve your established advertising goals. If you’re using Sponsored Product ads, make sure that whatever products you choose are in stock and competitively priced to better your chances of winning the Buy Box and having your ad displayed.
Prep Your Product Detail Pages
If you are going to drive shoppers to your product detail pages, you want to ensure that they are as strong as they can possibly be. Here’s a checklist of things to look out for when evaluating your listings.
ꗃ Accurate and descriptive product titles
ꗃ High-quality product images
ꗃ Relevant, useful product information
ꗃ Five feature bullet points
ꗃ Utilization of backend keywords
We’re happy to do an audit of your listing and address any holes or weaknesses we identify. It’s our goal to set you up for Amazon success in any and every way we can.
