What is Amazon Promotion PPC?
Amazon Advertising is Amazon's pay-per-click platform. As with other online
advertising podia, you can choose different placements for your ads, use a
variety of options to segment your audience, and reach your target audience.
Within the Amazon PPC ecosystem, we can find ads both within the Amazon page itself and in other places on the internet (through display advertising). The first option is very interesting since we are taking advantage of a flow of visitors with a high intention to buy and therefore we will have better chances of achieving conversions.
How to choose the right category of ad on Amazon
The first thing you have to know to run an effective PPC
campaign on Amazon are the types of ads that exist and their targeting options,
so let's see them.
Sponsored product ads
These types of ads appear in search results and on
product pages, and are very similar to organic search results . This
type of ad is the most used in Amazon PPC, since two-thirds of third-party
sellers use them.
You can choose the keywords of your sponsored product ads
through automatic or manual segmentation.
With the automatic strategy , your ad
will appear for the keywords that the Amazon algorithm considers relevant to
your product. As the campaign progresses, Amazon is improving targeting
based on ad click and purchase data. Your ads will appear when users examination
for keywords related to your product, when they are searching for products
similar to yours, and when they are viewing additional product detail pages.
In contrast, with manual strategy , you
handpick the keywords you need to bid on. Thus, the ad will only look if a
user come in any of the keywords you have chosen. This strategy requires a
greater effort of time and customization, but in return it allows you to better
personalize and control your campaign.
Sponsored brand ads
The sponsored brand ads (formerly
known as "headline search ads"), allow sellers to advertise
more than one product at a time and draw attention of buyers as they
are visually striking product ads.
Within these types of ads, we have three
different formats . Advertisements for "product collection"
and "store spotlight" typically include a brand logo, a custom
tagline, and two or more products. Instead, the "video" format
is a 15-30 second video showing a single product and may appear further down
the page.
Sponsored display ads
Amazon PPC display ads allow users who have
visited a product detail page to be retargeted , both on and off Amazon. Amazon display
ads can appear on affiliate sites like Google, Facebook, Netflix, and mobile
apps.
It's Amazon's newest type of PPC campaign, and it's still
not as popular as other formats, with only 25% of third-party marketers using
it.
How to choose keywords for your PPC operations on Amazon
1) Use diverse types of matches in your keywords
Similar to Google Ads, Amazon Advertising has different
types of keyword matching that allow you to better control when your ads are
displayed. These are the main options available:
Broad match: Your ads will show for your
chosen words and for close variants, such as plurals, acronyms, fuzzy matches,
and synonyms.
Modified broad match (for sponsored brand ads-only): Same
as above, but you can specify words that should be included in the search term
by adding a + in front of them.
Phrase match: Your ads will show when the
search term includes your exact keyword but can include other words before and
after.
Exact match: Your ads will only show when the user enters the exact keyword in their search.
2) Use negative agreement
Automatic and broad match campaigns can end up showing
your ads in searches that are very little related to your product or brand.
To avoid this, use adverse match to rule out explorations
that include a certain term or terms to make your ad more
relevant. You can choose both negative phrase and exact bouts.
3) Incorporate branded keywords
Sometimes the most profitable keyword you can integrate
into your PPC campaigns is your own brand name.
Many advertisers do not use this resource because they
think it is a waste of money. After all, if the user is looking for you
directly, they will find your foodstuffs anyway.
The problem is that if you don't generate operations with
your brand name, your competitors may do so and their ads will appear before
your products, so brand operations are a great self-protective
strategy.
It is also very thought-provoking to include in these crusades
all possible mistakes and alternative ways of writing the name of your brand
and your products. Thus, you make sure to appear even if the user makes a
mistake.
For best results, incorporate all of your brand
keywords into a separate campaign and remove them from the rest of your
campaigns.