These Tips Will Help You With Amazon PPC Optimization

1. What is Amazon PPC?
2. What are the objectives of Amazon PPC?
3. Who is Amazon PPC important for?
4. What Amazon PPC campaigns are there?
5. Which tools are suitable for Amazon PPC optimization?
6. For monitoring and evaluating your advertising measures, Amazon publishes numerous
7. 1. Optimize product page
8. About our guest author:

Amazon is not only probably the most important online marketplace in Germany, but is also now the largest product search engine in the world. More and more often, customers are starting their product search directly on Amazon and are no longer taking the detour via search engines like Google. This leads to more and more brands being represented on Amazon and having to make an effort to make their products visible for the target group. As a brand, a presence on Amazon offers many advantages, as customers can order the products directly and without much detour, and the self-service advertising console, A+ content, and Brandstore offer a variety of opportunities to optimize the brand's appearance.

Not only well-known brands are represented on Amazon: Due to the simple and structured registration process for retailers, even smaller brands can enter into direct competition with larger brand manufacturers. Thanks to the sophisticated system in Amazon PPC Advertising (Amazon Pay-Per-Click Advertising), they are not without a chance when it comes to landing the top spots in the search results. This rapidly growing business sector, creates a new and more extensive competitive situation for established forces in the market.

In this article, our guest author Fynn Drees gives you a brief overview of the Amazon PPC, area and also discusses optimization opportunities for your campaigns. In order to optimize your Amazon PPC campaigns, you should first understand how Amazon PPC works. A basic understanding of the different campaign types and possible objectives in Amazon PPC advertising is fundamental. The presentation of important Amazon PPC software, and tips from the advertising sector shows you how to quickly and specifically optimize your Amazon appearance with simple means.

Table of contents

1. What is Amazon PPC?

2. What are the objectives of Amazon PPC?

3. Who is Amazon PPC important for?

4. What Amazon PPC campaigns are there?

5. Which tools are suitable for Amazon PPC optimization?

6. Which metrics are relevant in Amazon PPC optimization?

7. 8 Tips for Amazon PPC Optimization

8. Importance of Amazon PPC for retailers

What is Amazon PPC?

As a retailer, you can promote products on the Amazon Marketplace using various advertising formats in the advertising console. The advertisements appear in the product search before and between the organic search results, but can also appear on product pages or elsewhere on the Amazon website.

The first Amazon PPC ads (outlined in red) are displayed in the product search before the organic search results (outlined in blue).

With the Pay-Per-Click model (PPC), advertiser costs are only incurred when users click the placed ad, making Amazon's advertising formats extremely attractive for almost any budget. The advertising opportunities on the marketplace are accessible to all retailers, regardless of whether they are sellers or vendors. A major advantage of Amazon PPC is that you can create and manage all campaigns via self-service, giving you maximum flexibility. If self-service sounds like too much effort, you can turn to one of the many agencies specialized in Amazon PPC advertising. Alternatively, there are helpful tools that make the work easier not only for Amazon beginners, but also for experts.

What are the objectives of Amazon PPC?

Several goals can be pursued with Amazon PPC. Put simply, it is ideal for increasing the visibility of products. The main goal of Amazon PPC is to position your products and your brand in the product search ahead of competitive products and be able to maintain this position in the long term. With Amazon PPC, you can therefore increase both the performance of your products as well as your brand awareness on the Amazon Marketplace. Which of the two goals you choose depends entirely on the strategy you follow. Note: It is advisable to pursue both performance and branding, strategies.

If you choose the performance strategy, the increase in sales (sales), the expansion of market shares (Market Shares) or brand awareness (Brand Awareness) as well as an optimal introduction of product innovations are possible targets. In addition, you can dominate certain keywords in the product search with the help of your Amazon PPC campaigns. For manufacturers of cookie cutters for Christmas cookies, for example, it is not only recommended to appear at the top of the product search for the keyword "cookie cutter", but also for additional keywords like "Christmas cookie cutter" or "cookie cutter". With performance campaigns, you can also reach customers who do not yet know your brand, but are only looking for non-brand-related terms.

Choosing a branding strategy is about reaching those customers who already know your brand. A key goal of this strategy is to gain or defend market leadership. Furthermore, with the branding strategy, you can also expand your brand's market share by focusing on cross-selling and up-selling. Buyers of your products should ideally add additional products of your brand to the shopping cart in addition to the searched product.

Who is Amazon PPC important for?

Amazon PPC is important for all brands, whose products are sold on the Amazon marketplace by the manufacturer itself, as a vendor through Amazon or through retailers. With Amazon PPC, it is possible to increase both the visibility of products and entire brands as well as an increase in sales. Products with a well-performing campaign construct are sometimes rewarded by the Amazon algorithm and are also better placed in the organic product search. Amazon PPC is therefore not only suitable for the fast sale of products or for pushing new products, but also to increase the product's performance and its significance and market share in the long run.

Before you start Amazon PPC campaigns, however, you should ensure that your products are sufficiently optimized. Numerous checklists for retail readiness provide a good orientation. The most important attributes as well as bullet points, product description and A+ content should be ready to provide customers with the most important information. Amazon PPC campaigns are therefore particularly relevant for new retailers on the marketplace once the basic setup for brand appearance is complete.

Well-known brands and market leaders can benefit from users in the product search already using branded keywords (keywords that contain the brand or product name), but they must protect themselves against targeted attacks from competitors. These can target their advertising measures on the branding keywords of the competition and thus have the chance to position themselves in the search results in front of well-known brands. The same applies to direct competitors in the market who can secure important keywords of the competition by targeted use of Amazon PPC and can thus address customers of the competition.

When the keyword 'Sprite' appears through targeted Amazon PPC campaigns, products from Pepsi and Die Limo appear in front of the sought-after product from Coca-Cola.

What Amazon PPC campaigns are there?

In the Amazon advertising console, sellers and vendors can choose between the four different ad formats Sponsored Products Ads, Sponsored Brands Ads, Sponsored Brands Video Ads and Sponsored Display Ads. The formats are available to both registered sellers and vendors with brand rights.

Different advertising formats can be chosen in the Amazon PPC advertising console.

Sponsored Products Ads can be used by retailers to specifically promote individual products. Depending on the type of campaign alignment (auto, phrase, broad or exact), the campaigns are created very quickly. The ads appear in the product search before and between the organic search results or on product detail pages. Sponsored Products Ads can be ran on keywords or ASINs.

Sponsored Brands Ads retailers can use to promote the brand, the brand store or multiple products at the same time. Sponsored Brands appear above the organic product search and take up a larger area than Sponsored Products Ads. Sponsored Brands Ads can be placed on keywords and can also be supplemented with a brand logo, picture and slogan, and can link to the Brandstore.

Sponsored Brands Video Ads appear in a fixed place in the organic product search. With the video format in Amazon PPC, a product can be advertised by a promotional video. Even without extensive prior knowledge, you can create videos using the Amazon DSP Video Creative Builders. Keywords can be selected for targeting.

Sponsored Display Ads can be displayed both on the Amazon Marketplace and on external websites. Unlike the other advertising formats, this one can also take into account interests or the customers' purchasing and search behavior. Sponsored Display campaigns can only be used by retailers who are registered brand owners.

Which tools are suitable for Amazon PPC optimization?

For Amazon PPC optimization, the use of tools is indispensable. These are not only useful for saving a lot of time in creating and monitoring advertising campaigns, they also often offer additional features through which your goals in Amazon PPC advertising can be implemented better and faster. The following tools support you in different areas to optimize your Amazon PPC campaigns.

Helium 10

Helium 10 can support you in several areas and offers appealing possibilities for many problems. Especially for research on keywords, ASINs and products as well as for optimizing product pages, Helium 10 is particularly useful. The extension option for the browser rounds off Helium 10.

Adspert

Also Adspert can support you in optimizing PPC campaigns. The tool analyzes the keywords from your automatic Amazon Ads campaigns and then provides you with suggestions for your manual campaigns. Adspert can also help you with budget planning and also provides valuable insights such as through which keyword or PAT a specific product was sold.

BidX

If you want to improve your campaign management, you can hardly avoid the software from BidX. BidX offers numerous options for optimizing the creation and monitoring of Amazon PPC campaigns. With the 1-Click Setup function , entire campaign constructs can be created automatically in a very short time. Bid adjustments and moving keywords also work automatically with BidX. The dashboard can be individually arranged and thus give an overview of the development of all important KPIs.

ROPT

The dashboard of the ROPT tool provides a quick overview of all relevant key figures. It delivers data from the areas of advertising, performance, content, sales and reviews in a bundled presentation. With the help of forecasts , ROPT allows users to identify trends, opportunities and problems early. The PQS analysis (Product Quality Score) integrated into the tool also evaluates the quality of your own product pages. Another great advantage of ROPT is that the visibility of products and brands is measured by stating keyword rankings at brand, portfolio and ASIN level.

Adference

With the tool from Adference the right bids are automatically used for your Amazon PPC campaigns, while you choose revenue or click maximizing strategies and set ACoS goals and budgets. The budget is used optimally, as it can be distributed automatically across various campaigns. Campaigns can be created very quickly and then managed and controlled clearly in portfolios. Another feature is the automated keyword management, which adds or excludes keyword and product targets automatically.

Further tools

In the constantly growing Amazon PPC cosmos, there are many other tools that offer you additional features and thus either facilitate work or take it completely off your hands. The choice of the right tool is an important and often difficult decision. In addition to the range of functions, your own strategic objective as well as the cost of a tool are of decisive importance. An overview of other tools has been compiled for you by OMR Reviews.Which metrics are relevant in Amazon PPC optimization?

For monitoring and evaluating your advertising measures, Amazon publishes numerous

Key Performance Indicators (KPIs) in the advertising console. You should always have your eye on the most important KPIs in Amazon PPC in order to ensure the long-term success of your campaigns. The campaign performance always also affects the overall performance of the product and can be rewarded with better rankings. In principle, all KPIs are important, depending on your objectives in Amazon PPC, but you should definitely keep an eye on the following KPIs in order to be able to optimize your Amazon PPC campaigns.In the dashboard of the advertising console, you can display the most important key figures for all campaigns. Within a campaign, you can also view the KPIs for individual keywords.

ACOS

If you want to optimize the profitability of your advertising campaigns, you should keep an eye on the ACoS. The

ACoS (Advertising Cost of Sales) is an Amazon-specific metric that indicates the profitability of an advertising campaign in terms of advertising spend. It informs about the percentage of advertising spend on advertising sales.ACoS = (Advertising expenses/Advertising sales) x 100

ROAS

The

ROAS (Return on Ad Spend) is like the ACoS a key figure to measure the profitability of Amazon PPC advertising campaigns. The ROAS is basically the opposite of the ACoS and gives as an absolute number how much sales each spent advertising Euro brings in.ROAS = Advertising Sales/Advertising Expenses

Impressions

A campaign in the Amazon PPC always receives impressions when it is played out to users. The key figure thus indicates how often a campaign appears in the search results for customers. If a campaign has low impressions, this can be counteracted, for example, with further keyword research or an increase in keyword bids.

Orders (Sales)

If you want to sell as many products as possible through advertising campaigns on Amazon, you should look at the sold products. The number of

sold products is given by the key figure Orders (engl.: Sales). This shows how many orders have been triggered by customers after clicking on an advertising ad. The attribution window varies depending on the type of campaign and is either 7 or 14 days.In addition to the mentioned KPIs, there are other key figures in Amazon PPC, which you should also observe. For example,

CTR (Click-Through-Rate) or CPC (Cost-per-Click) may provide decisive indications of how well or poorly campaigns are running and to what extent optimization potential is available. What is especially important is that you analyze the most important KPIs for your goals and always consider them together with the other key figures. Other metrics such as the TACoS (Total Advertising Cost of Sale) are not provided by Amazon by default, but can easily be calculated by yourself or using an appropriate tool.8 Tips for Amazon PPC Optimization

1. Optimize product page

Before you advertise products, you should definitely optimize the product page. All necessary product information should be clearly presented on the product page. Use the available space to provide your customers with the best possible shopping experience. In addition to an expressive product title, you can use up to five different bullet points. With the information in the product description, you can provide customers with more information and thus enhance the shopping experience.

Also upload multiple high-quality and self-explanatory product images that show your item from various perspectives. Also utilize the A+ Content: Here you can insert a more detailed description of your product and expand it with additional images.

2. Advertise sale-ready products

Before you promote a product with Amazon PPC, you should ensure that your product fulfills the

requirements for retail readiness. If a product is retail ready, it is saleable and well enough optimized to be advertised.In order for a product to be optimized for sale and advertising, you should have an optimized

product title and well-filled and expressive product attributes. Add several high-quality, professional product pictures and videos to the product page in addition to your main picture. Also create A+ Content, to provide customers with the best possible information on the features and benefits of a product. For your product to be sold, you must always keep an eye on the inventory. Advertising can only be displayed when the products are in stock. To successfully place ads, your product should also have good customer reviews and sufficient reviews. A rating of 3.5 stars and more and at least 15 customer reviews are recommendable.3. Use Amazon Brand Analytics

Use Amazon Brand Analytics to better understand the purchasing behavior of customers and the performance of your products. With Amazon's own analysis tool, you can evaluate a wealth of data and draw on

information about sales, traffic or customer behavior.The data is particularly well suited for Amazon PPC advertising, as through the use of various dashboards such as the

Sales Diagnosis and Traffic Diagnosis dashboards, they not only provide an important data basis for evaluating past measures, but also a major help in planning future advertising campaigns. The information on customer behavior issued by Amazon Brand Analytics is also extremely valuable, as the Shopping Cart Analysis and the Item Comparison and Alternative Purchase Behavior can reveal potential product bundles and cross-selling potentials.With Brand Analytics, Amazon offers users a wide range of analytical possibilities that can be used for Amazon PPC optimization.

4. Thorough Keyword & ASIN Research

If you are running PPC campaigns, you should analyze the right keywords and ASINs in advance for optimal delivery. Depending on the goal of your Amazon PPC campaign, i.e. whether you select a branding or performance strategy, the optimal keywords are different. Make a plan before the research so that you integrate all the keywords relevant to your product in your campaign. Pay attention to the fact during the keyword research that you have both long tail and short tail keywords

so that you take into account the search behavior of all customers. Without a structured approach to keyword research, important search terms could potentially get lost, and thus also important traffic. In the case of ASIN research, you should also create a plan and make sure that you do not necessarily advertise all competition ASINS. Often, much cheaper or much more expensive ASINS do not provide the desired results and cause unnecessary costs.5. Mind the advertising phase you are inParticularly at the beginning of the campaign launch, many campaigns in Amazon Advertising do not deliver the desired figures. This is not always a problem, as long as you keep in mind in which phase your campaigns are in. Analyze the market of your product in advance and divide the campaign into three phases: a

Boost phase

, a Balance phase and a Profit phase..During the Boost phase

higher bids should be placed on the researched keywords so that you can quickly gain helpful data. The ACOS should play a secondary role at this point. The Boost phase helps you optimize the campaigns later on. In the Balance phase the bids are slowly optimized by implementing the previous learnings. This will bring the ACOS closer to your targeted value. In the Profit phase you should have adjusted the bids for the individual keywords so that you have reached your ACOS target value.6. Use tools to optimize campaign performanceTools greatly facilitate the work for Amazon vendors and sellers. Use the tools mentioned above to make your task easier in campaign creation and monitoring. There are now tools for almost every area in Amazon PPC advertising - and there are more and more of them. The choice of the right tool is significant. We also have an

overview of important

Amazon PPC software for you.7. Create and promote high-quality brand storeThe brand store on Amazon is a great way to showcase your brand on Amazon. Every brand owner can create a brand shop in a short time. In addition to text, images and videos, shoppable images, product grids as well as bestselling and recommended products can be integrated. With a brand store, you can present customers with the full range of products you offer and provide

additional background information

on products and brands. Particularly important for Amazon PPC: You can lure potential customers to your brand store specifically by means of Sponsored Brands campaigns. If you have created high-quality landing pages in your store, nothing stands in the way of the perfect brand experience on Amazon.8. Structure portfolios for targeted monitoringThe portfolios in the Amazon advertising console help you bring a

clear structure

into your Amazon PPC campaigns. By dividing the portfolios according to your strategy, you have a much better and faster overview of the current campaign development. This allows you to respond quicker and more effectively to possible wrong developments, for example to stop several campaigns at once or change budgets. Especially for sellers and vendors who switch between different campaign strategies over the year or have various seasonal phases, portfolios are ideally suited to quickly switch the campaigns and have the right campaigns activated throughout the year.Significance of Amazon PPC for retailersFor those who want to sell products successfully on Amazon in the long term or generate visibility for a brand, Amazon Advertising is indispensable. The diverse possibilities of the most important online marketplace in the country offer a lot of leeway for both sellers and vendors to achieve a wide range of objectives. Optimized Amazon PPC campaigns ensure that you get the most out of your Amazon presence. The right tools, strategies and tips help you use your time efficiently. With a structured approach, you can set yourself apart from the competition and generate decisive competitive advantages. Take enough time to thoroughly plan your campaign structures or ask Amazon PPC agencies to get started fully on the Amazon Marketplace.

About our guest author:

Fynn Drees has been working as a Junior E-Commerce Consultant at

Movesell

since 2020. Here, he supports companies from various industries on topics such as advertising and content optimization.Movesell. Hier unterstützt er Unternehmen aus verschiedenen Branchen bei Themen wie Advertising und Content-Optimierung.