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Amazon PPC Management
Boost the Visibility of Your Products with Advertising
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 almost 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 main PPC advertising formats to boost visibility:
- Sponsored Product ads let you promote individual product listings to consumers as they browse their search results.
- Sponsored Brand ads help drive awareness for your brand by featuring your brand logo alongside three of your products.
- Sponsored Display ads target shoppers as they are browsing similar products and these ads can be configured to reach audiences outside of Amazon.
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.
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PPC Advertising Creates a Seamless Experience
Amazon ads often don’t feel like ads at all. PPC ads often blend in with the other products in the organic search results, creating a more seamless and less intrusive experience for shoppers – and more clicks and conversions for marketers.
Amazon offers a variety of advertising products to help both vendors and sellers grow their business and expand their reach. Whether you are new to Amazon advertising or want to optimize your existing campaigns, our Amazon consultants are here to help you get the most bang for your advertising buck.
Seller Eligibility for Amazon PPC Advertising
While all three ad formats are available through Amazon, certain ad types are restricted to certain sellers.
Are you wondering what PPC resources are available to you? Here’s a breakdown of the available PPC advertising formats:
Sponsored Product: Seller Central and Vendor Central sellers
Sponsored Brand: Vendor Central and Brand Registered sellers within Seller Central
Sponsored Display: Vendor Central sellers
Sponsored Product Ads
Sponsored Product ads are keyword targeted, pay-per-click ads that appear above and within search results as well as on product detail pages. These ads can be shown on both desktop and mobile devices.
This type of advertising offers the most granular control over ad targeting precision and is a great Amazon PPC management tool for boosting your sales and visibility. Simply choose how much you want to bid for a click, set a daily budget to help control your ad spend and only pay when your ad is click on. We'll help determine which keywords and bidding strategy is best for your products to ensure you're getting the most for your budget.
Sponsored Brand Ads
Sponsored Brands are keyword-targeted, pay-per-click ads. These ads feature the brand logo, a custom headline and three of your product listings. If you don't offer three Amazon products, you will not be able to run this type of ad.
By clicking on a Sponsored Brand ad, the shopper is directed to either a landing page that features a variety of products or to your Amazon Storefront. If you are an Amazon Vendor and eligible for Amazon advertising, there is a third option which allows you to direct shoppers to any Amazon URL that houses at least three of your products.
Sponsored Display Ads
Sponsored Display campaigns use auto-generated display creatives that help inspire purchases and have the familiar Amazon look and feel. Based on the targeting options selected, ads can run on Amazon desktop and mobile, both on detail pages and across other Amazon pages. Ads can also be configured to reach audiences off Amazon across third-party publishers. When shoppers click your ads, they are directed to the product detail page.
Unlock the Benefits of Amazon PPC Management
Consumers come to Amazon willing and ready to make a purchase. With the help of PPC advertising, you can better target shoppers who are already looking to purchase products like yours.
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 the shoppers attention.
With PPC Advertising you'll only pay for the clicks your ads receive. You can track your ad spend and performance through your campaign reports. This allows you to see what's working and what is not, and adjust your ad campaigns to maximize the effectiveness of the ads.
Combine Multiple Ads Types to Reach Goals
For eligible sellers, we recommend running an assortment of different ad types. Each ad format has unique strengths and can help accomplish a variety of goals. We will keep all of your goals and budget 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
- Sponsored Display ads are great for promoting products to shoppers who are ready to buy
Amazon PPC ad targeting is done on the keyword level as well as the product ASIN level. Essentially, sellers place bids on relevant keywords or ASINs, 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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Our advertising experts will research and determine which keywords to target for your campaign as well as develop a plan for your advertising placement and bidding in order to keep your advertising on track and within budget.
Keyword Match Types
Choosing the right keyword match type is paramount to helping you reach customers and drive more sales. Here are the main areas of keywords that your Amazon experts will research and explore on your behalf:
Broad match keywords offer 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 keywords are slightly more restrictive than broad match, but can drive more relevant traffic to your ads. Your ad may appear when a shopper searches for either your exact phrase or a sequence of works which includes your keyword.
Exact match is the most restrictive keyword match type but it can help to drive the most relevant traffic. In order for your ad to appear, a shopper's search term must match your keyword exactly.
Negative Phrase and Negative Exact Matches
Both of the negative keyword options help to maximize relevant clicks and minimize irrelevant keywords. Applying a negative match type to keywords in your campaigns prevents your ads for showing when a shopper searchers for those terms.
Amazon PPC Management Best Practices
Sponored Product Ads
Sponored Brand Ads
Sponored Display Ads
Set 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
Since 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 is a checklist of things to evaluate when looking to your listings.
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.