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When you pay for advertising on Facebook or Google, your prospective customers are re-routed to your website or another URL to make the sale. Typically, your ad focuses on convincing the reader of the big WHY (why they need your product in the first place). Advertising with Amazon is unique because when a customer sees your ad, they’re not sent somewhere else — they’re usually browsing Amazon because they’re going to buy a product then and there.
This is an important difference. Instead of needing to convince them to buy a foam pillow with an ad, all you have to do is convince them to buy your foam pillow. Naturally, this can be much easier to accomplish. We think you’ll love how easy it is to set up advertising on Amazon — and more importantly, how many sales you’ll get from it!
How PPC Works
Have you ever notice the “Sponsored” products section while shopping on Amazon? Sometimes they’re on the right side of the page, sometimes they’re at the bottom, and sometimes they’re mixed in with other listings. Other than the word “Sponsored,” it looks just like a regular listing. All “sponsored” products are sellers using the PPC service.
Another unique aspect of using PPC advertising has to do with search engine ranking. In a Google search, you probably know that the vast majority of traffic looks only at the search results on the first page (which is why companies work so hard, using tools like SEO, to get on the first page). But with Amazon, you can be on the first page by simply paying for it. If you buy a PPC ad and bid high enough, you can be on the first page right away… you just have to be willing to spend as much as it takes to get there.
To promote your product on Amazon, simply take a few minutes to set up the Amazon per-per-click (PPC) service in your Seller Account.
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When Should I Set it Up?
Some of our clients like to set up PPC right away. Others prefer to get a few reviews of their product first (a wise choice, in our opinion). No matter which route you take, be sure to do some testing in the initial weeks of your ad campaign.
For example, run a PPC ad for one week, then pause (so the metrics can catch up), and run a report a few days later. The report will show you what keywords Amazon targeted for your product and the statistics for how those keywords performed — like how many times the ad was displayed, how many people clicked, and how many sales were directly a result of the PPC ad.
Your testing should further refine the next PPC ad, as you continually update your keywords, daily ad budget, and cost per click. You may also find that you need to bid higher in the next round of testing so that your ad is getting in front of potential customers.
An Investment for the Future
PPC is a way to invest in your business. Every time someone searches a keyword and clicks on your PPC, Amazon will start ranking you for that keyword. Every time someone buys your product after clicking on your PPC ad, Amazon will rank you for that keyword again. Once you get enough sales through ads, you’ll start ranking for those keywords organically and make more sales without ads.
And remember, always be sure to gather reviews from customers who’ve purchased your product.
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