In a previous blog, we outlined the basics of promoting your product on Amazon through PPC campaigns. We know that many of you have been running PPC test campaigns, so we wanted to take a moment today and take the PPC conversation to the next level. If you want to continue optimizing your PPC ads, here are a few things to fine tune.
Is your product listing page the BEST it can be?
In our last PPC post, we talked about how money can buy you you the top marketing spot on Amazon. But remember, even though paying for the highest bid can secure you the #1 spot in a search result, a successful PPC campaign is about more than just the bid. The quality of your product listing will have a dramatic effect on click-through rates and conversions.
For example, does your product page display high quality images? Are you using relevant keywords in your title? Have you optimized your product description with keywords scattered throughout? Do you have rave reviews — and plenty of them? If any one of these elements are lacking, the product listing might not convince the would-be buyer to purchase your item.
A few tips for optimizing your PPC campaign.
While a maximized product page is monumental for actually finalizing the sale, a successful PPC campaign is about more than just a quality listing. You’ll need a solid PPC strategy that delivers sales without costing you a small fortune. Here are a few things to get you on the right track:
- Monitor the campaign’s daily budget and budget cap. Your daily budget represents the upper limit of what you’re willing to spend on a specific campaign on a daily basis. By monitoring your campaign throughout the day, you will avoid the common mishap made by many sellers who deplete their budget by the afternoon. Many people do their online shopping in the evening, and if your daily budget has already been met, you could be missing out valuable business.
The budget cap is how much you’re willing to spend across all your campaigns. For example, if you create a campaign with a $350 daily budget but your daily cap is $75, a good chunk of that $350 cap will be significantly underutilized. This will ultimately result in poor campaign performance. In short, check your budgets at the end of the day — even small increases in ad spending can dramatically improve visibility.
- Monitor your keyword bids. Amazon allows you to choose the maximum amount you’re willing to spend on specific keyword bids when your ad is clicked on. People new to Amazon PPC campaigns will often cast too wide of a net (hoping for quick results) and advertise for keywords that aren’t actually relevant to their product. If you’re not getting many impressions on your keyword, there’s a good chance you’re underbidding. If you have a strong number of impressions but few clicks, there’s a good chance your keywords (or your product itself) are not relevant to the customer’s search.
- Monitor negative keywords. Negative keywords can be powerful if used correctly. For example, if you sell a premium product but don’t want it to be displayed on a search query containing the word “cheap,” utilize the power of negative keywords to narrow the search funnel. Don’t overdo it with negative keywords, as you may accidentally block the searches you want your ads to show up on.
- Take advantage of group bids. Group bids allow you to set a default bid for all the keywords in your ad group. You can still change the individual bids manually (which we recommend), but group bids allow you to take advantage of auctions against competitors when you’re not monitoring individual bids.
- Run reports and actually LOOK at them. If you don’t regularly run your reports, you’re consistently missing opportunity to further refine your marketing. You can even schedule them to be created for you automatically so that you always have the most relevant information.
As you can see, there are many factors that can affect PPC performance. With careful attention to detail, however, you can optimize your campaigns and get the results you need for growth and increased profit.