Ensure the top-notch performance of your PPC campaign on Amazon by avoiding these deadly mishaps. Keep reading to find out what they are!
If you happen to own an Amazon business, chances are you would utilize the ad services offered by the platform at some point. Not only are Amazon ads easy to navigate, but they are also exclusively designed for effective sales-boosting and branding. However, if you are new to the industry, trying to launch an Amazon PPC campaign for the first time can prove daunting.
This is when our comprehensive guidelines come in handy. Detailing the five most common mistakes made by beginners, the article dives deep into the science of Amazon PPC optimization. Also, it provides instructions on how to make the most out of your investment.
What Is An Amazon PPC Campaign?
An Amazon PPC campaign is an approach in digital marketing, which charges retailers a fixed amount of money every time a potential customer clicks on the displayed ad. Conducted solely on the world’s biggest e-commerce platform, Amazon ads present an innovative solution for both sides involved: sellers and buyers. If executed flawlessly, reputable stores can rely on Amazon PPC campaigns to win the opportunity to climb up the best-selling ranking. At the same time, shoppers can expect to be shown exactly what they want to purchase just by a simple search.
Still, planning and monitoring an Amazon PPC campaign is no easy task, especially for people with no previous experience in this area. Below are some mistakes to avoid if you are about to set up and optimize your first PPC campaign.
5 Rookie Mistakes When Running An Amazon PPC Campaign
1. You do not set out your target
Before getting down to running ads, it is crucial that you spell out your business goals and how you intend to achieve them. The preparation lays down the framework for your campaign, which acts as a thread so you can easily follow the process from the beginning to the end.
For example, your Amazon store has just been established within a month. It lacks brand awareness, and the traffic is painfully low. Hence, it makes sense for your campaign to focus on building a reputation, spreading good words about your products, and reinforcing the image inside the minds of any future buyers.
On the other hand, suppose you already own a fairly successful store, but you notice a drop in conversion rate lately. Then, the ad campaigns should aim at exploiting the existing traffic by giving out special promotion codes and exclusive deals. As a result, you can sufficiently raise the sales and bring in a high ROI.
2. You fail to keep track of important metrics
After careful groundwork, any experienced Amazon PPC management agency would advise you to closely observe vital business metrics. They are the most reliable indicators of how your campaigns are doing and whether they meet the expectations laid out initially. So what do you have to look out for?
- Clickthrough rate: This percentage points out how many people are exposed to your paid content and decided to visit your landing page.
- Conversion rate: A conversion is when someone takes action on your listings. It can be a subscription to weekly newsletters or account registration. But in most cases, the only conversion worth mentioning is when people finalize a purchase. The higher your conversion rate is, the more profit you are earning.
- ACoS (advertising cost of sales): This determines the percentage of the money you spend on ads that ultimately leads to revenue.
- TACos (total advertising cost of sales): This metric covers the overall sales of your Amazon store during an ad campaign, including both ad-attributable conversions and organic conversions.
- Return on advertising spend: Once a campaign is over, these numbers measure the amount of money you get back. A high return means the initial costs end up being balanced out by shoppers’ purchases, and your ads have been profitable.
3. You exclude automatic mode
It is true that Amazon automatic campaign mode can be more expensive and more complicated to supervise than the manual mode. But there is one feature only available in the former that guarantees better insights for digital marketers, which is Search Term Report. It provides relevant keywords that tie with the core message of the sponsored products and help increase the overall performance of keyword bidding. Therefore, a smart strategy would be to extract the benefits from the automatic mode and implement them into your manual campaign.
4. You forget to audit your listings
Sometimes, business owners are so caught up with the technical flow of a campaign that they exclude the final destination of where their ads lead to: the landing page. Thus, make sure that you perform an audit before officially launching the campaign.
Not only does an audit rectify any remaining issues of the product landing page, but it can also make necessary adjustments. Subsequently, your listings can appeal more to customers and better convince them to take action.
5. You forget to optimize the keywords
Keyword optimization is pivotal in ensuring your ads pop up to the right section of customers. Therefore, do not forget to follow these simple tips and tricks.
- Choose a suitable number of keywords: Having fewer than ten keywords prevents you from scaling the campaign and lowers the chances of ad placement. Vice versa, trying to bid on hundreds of keywords would cost you a substantial amount of money and water down the potency of the campaign.
- Include variations of main keywords: Take advantage of customers’ carelessness by putting misspellings into your ad group. This way, your products can still get featured even when someone types in inaccurate terms.
Managing an Amazon PPC campaign can take up a lot of time and effort, which is why you might need help from a team of professionals. Here at olifantdigital.com, rest assured that you will receive tailored advice catering to the ins and outs of your business and expect to get impressive outcomes in return!