Introduction
๐๐ก๐๐ญ ๐ข๐ฌ ๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง?
PPC campaign means Pay-Per-Click. This is the method through which we can be visible on the top of search by a "Paid" method.
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๐๐จ๐ฐ ๐๐๐ง ๐ฐ๐ ๐๐จ๐ง๐ญ๐ซ๐จ๐ฅ ๐จ๐ฎ๐ซ ๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง?
We can control our PPC campaign from our seller central. We can control it CAMPAIGN MANAGER tab. We can download all the reports from campaign manager tab.
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๐๐ก๐๐ญ ๐๐ซ๐ ๐ญ๐ก๐ ๐ญ๐ฒ๐ฉ๐๐ฌ ๐จ๐ ๐๐ฉ๐จ๐ง๐ฌ๐จ๐ซ๐๐ ๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ?
There are two types of Sponsored Ad campaigns.
1.
Sponsored Products : Sponsored Products means you pay CPC to Amazon to show your product only on top of search of relevant keywords. This helps you to increase the sales of your product and meat your campaign goals.
2.
Sponsored Brands : Sponsored brands mean you pay CPC Cost-Per-Click to Amazon to show your brand logo, headline and multiple products on top of search of relevant keywords. This helps you to advertise your whole brand and multiple products.
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๐๐ก๐๐ญ ๐ข๐ฌ ๐ญ๐ก๐ ๐๐ข๐ซ๐ฌ๐ญ ๐ฌ๐ญ๐๐ฉ ๐ฐ๐ก๐ข๐ฅ๐ ๐ฌ๐ญ๐๐ซ๐ญ๐ข๐ง๐ ๐ ๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง?
The first step while starting a PPC campaign is a targeting method. Through this targeting method we can reach our relevant customers and meat our campaign objectives.
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๐๐ฒ๐ฉ๐๐ฌ ๐จ๐ ๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง.
There are two types of Targeting Method.
1.
Automatic campaign.
Automatic campaign is the campaign through which you can run your PPC campaign without any keyword list. In this type of Amazon will automatically run campaigns on a keyword list relevant to your product. This helps you to reach potential customers. It helps a person whose product is newly launched and he don't know that what types of keywords are good for me to run a PPC campaign. Through this a new seller can get a list of good keywords for running a PPC campaign.
๐๐๐ซ๐ ๐๐ญ๐ข๐ง๐ ๐๐ฉ๐ญ๐ข๐จ๐ง๐ฌ: There are 4 targeting options through which Amazon refines how to show your product on different keywords or products.
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๐๐ฅ๐จ๐ฌ๐ ๐๐๐ญ๐๐ก:This is the targeting method in which Amazon may show your ads on the customer searches closely relevant to your products.
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๐๐จ๐จ๐ฌ๐ ๐๐๐ญ๐๐ก:In this targeting method Amazon may show your ads on the customer searches loosely relevant to your product.
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๐๐ฎ๐๐ฌ๐ญ๐ข๐ญ๐ฎ๐ญ๐๐ฌ:In this type, Amazon may show your ads to the customer who visits the product detail page relevant to your product.
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๐๐จ๐ฆ๐ฉ๐ฅ๐๐ฆ๐๐ง๐ญ๐ฌ:In this type, Amazon may show your ad to the shoppers who visits the detail page of the product complement to yours.
2.
Manual campaign.
In manual campaign you provide a keyword list to Amazon on which you want to run your PPC campaign. It is useful when you have a list of keywords which customers are search and when you run PPC campaign and get sales.
๐๐ซ๐จ๐๐ฎ๐๐ญ ๐๐๐ซ๐ ๐๐ญ๐ข๐ง๐ : In product targeting you choose specific products or products of specific brands and allow Amazon to show your product's ad below the listings of those products.
๐๐๐ฒ๐ฐ๐จ๐ซ๐ ๐๐๐ซ๐ ๐๐ญ๐ข๐ง๐ : In keywords targeting you choose specific keywords or customer search terms relevant to your product on which Amazon will show your ads.
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Broad match: ๊ตฌ๋งค์๊ฐ ํค์๋์ ์ ์ฌํ ๊ฒ์์ด๋ฅผ ์์์ ์์๋ก ๊ฒ์ํ์ฌ๋ ๊ด๊ณ ๊ฐ ๊ฒ์ฌ, ๋ชจ๋ ๋จ์ด๊ฐ ํฌํจ๋์ด์ผ
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Phrase match: ๊ตฌ๋งค์๊ฐ ์ ํํ ํค์๋ ๋๋ ๊ทธ ํค์๋ (์์์ ๋ง์ถ์ด) ์๋ค์ ๋จ์ด๋ฅผ ์ถ๊ฐํ์ฌ ๊ฒ์ํ์ฌ๋ ๊ด๊ณ ๊ฐ ๊ฒ์ฌ, ๋ชจ๋ ๋จ์ด๊ฐ ํฌํจ
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Exact match: ๊ตฌ๋งค์๊ฐ ๊ฒ์์์ ๋ค๋ฅธ ์ถ๊ฐ ๋จ์ด์์ด ์ ํํ ํค์๋๋ฅผ ๊ฒ์ ํ ๋ ๊ด๊ณ ๊ฐ ๊ฒ์ฌ.
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๐๐ง๐ค๐๐ช๐๐ฉ ๐๐๐ง๐๐๐ฉ๐๐ฃ๐:
In product targeting, our ad is shown below the listing or detail of a product. This helps the customers to reach your product while visiting the product detail pages of the products similar to your product. This option is only available for Manual Campaigns. There are 3 methods available for product targeting.
1.
Targeting by Category.
In product targeting, category targeting is the method through which we can target products in a bulk amount. It is basically running ads on product which are the shopping results of different queries. For example, if you are selling "School Bags" then you will target all the products which are the shopping results of the keyword "Bags for School."
2.
Targeting by ASIN or individually.
In product targeting, ASIN or individual targeting means to target any product individually and allows your ad to be shown below the listing of those products. There are two methods to target a product individually. The first method used to target the product is individually to find a products from any keyword and select some products individually. The second method to target any product individually is to put the ASIN in the search bar and select it. If you want to select more than one product then you can add list of ASINs.
3.
Negative Targeting.
Negative targeting is a totally different option which is available for us. In negative targeting, you add those products which are not giving sales, or it is a relevant from your product, when you add a product in negative targeting your ad would not show below the listing of that product. This helps you to less your budget and you will be able to run another ad for example if you are selling "School Bags" and are running and add on "Laptop Bags" but you are not meeting to your campaign goals then you will add this product into negative targeting.
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Additionally, to "Views remarketing" you now can use "Amazon Audiences" for Sponsored Display campaigns.
With this Amazon continues to put more and more DSP functionality into the Advertising Console.
๐๐ก๐๐ญ ๐๐ซ๐ ๐๐ฆ๐๐ณ๐จ๐ง ๐๐ฎ๐๐ข๐๐ง๐๐๐ฌ? Amazon Audiences offers pre-built audience segments with four targeting strategies:
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๐๐ง-๐ฆ๐๐ซ๐ค๐๐ญ : In-market audiences allow advertisers to engage audiences who are โin the aisleโ and have been recently shopping for products in each category.
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๐๐ข๐๐๐ฌ๐ญ๐ฒ๐ฅ๐ : These behaviours reflect shared preferences and map to lifestyle segments such as โFoodies,โ โSports Enthusiasts,โ โTech Enthusiasts,โ and more.
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๐๐ง๐ญ๐๐ซ๐๐ฌ๐ญ๐ฌ : Examples of these audiences include โInterested in European Historyโ and โInterested in Interior Design.โ
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๐๐ข๐๐ ๐๐ฏ๐๐ง๐ญ๐ฌ : Life Events audiences allow brands to drive awareness and consideration for relevant products based around life moments, such as โTraveling Soonโ for shoppers going on vacation.
PPC campaign objectives.
1.
Ranking of Product.
2.
Increasing your Sales.
3.
Increasing Product Awareness.
๐๐๐ฃ๐ ๐๐ฃ๐ ๐ค๐ ๐ฎ๐ค๐ช๐ง ๐๐ง๐ค๐๐ช๐๐ฉ:
all of you know that PPC means to show your product on different placements by a paid method it is mainly used by the seller who have launched a new product and in wants to increase its sales through inorganic method. By getting the sales our products can easily rank on the first page.
๐๐ฃ๐๐ง๐๐๐จ๐๐ฃ๐ ๐ฎ๐ค๐ช๐ง ๐๐๐ก๐๐จ:
We run PPC campaigns to increase the rate of our sales. There are 2 main things which pays a lot part in increasing our sales through PPC. The 1st thing is our product's main image. It is the main part of PPC campaigns. If we set the best main images of our product, the customer will click on your ad. The 2nd thing is the quality of our listings. If your listing quality is good then the customer who has clicked your ad would also place an order, then your click will be changed into an order. It will help you to reach your campaign goals.
๐๐ฃ๐๐ง๐๐๐จ๐๐ฃ๐ ๐๐ง๐ค๐๐ช๐๐ฉ ๐ผ๐ฌ๐๐ง๐๐ฃ๐๐จ๐จ:
Increasing product awareness means to reach maximum number of relevant customers. There are two methods to increase your product's awareness. The 1st method is to run Sponsored Brand Campaigns with brand name and logo, etc. It helps you to display multiple numbers of product. It also increases your brand's awareness.
The 2nd method is to run Sponsored Product Campaigns which increases your product's awareness.
Important Points to be Noted.
Amazonโs suggested bid is useful to a very small group of entry-level PPC managers and sellers. We always advise against using suggested data and Amazonโs suggested bid is no exception.
Furthermore, suggested bids donโt seem to follow the outline Amazon presents about the feature. Instead of basing suggested bids based on what competitors are bidding, the suggested bids seem to
be based on what Amazon wants to charge you for bidding on a particular keyword. This calculation essentially puts a premium on keywords Amazon believes will be low converting for your product or based on what Amazon believes your profit margin on a particular product is. ์๋ง์กด ๊ถ๊ณ ๊ฐ๊ฒฉ์ ๊ฒฝ์์ฌ ์
์ฐฐ๊ฐ๊ฒฉ์ ๊ทผ๊ฑฐํ์ง ์๊ณ , ์๋ง์กด์ด Chargingํ๊ณ ์ ํ๋ ๊ฐ๊ฒฉ์ด๋ค. ์ ํ์จ์ ๋ฐ๋ฅธ โ ์ค์ ์งํํ๊ณ , ํ์ธํ๊ณ , ๊ฒฐ์ ํด์ผ ํ๋ค.
Instead of using suggested bids, rely on the tried-and-true strategy of using data from inside your own account to optimize your bids and achieve your goals.
The cost-per-click (CPC) for each ad on Amazon is determined in a so-called second-price auction. Each advertiser submits a default bid (the maximum they are willing to pay per click) for their ad.
The highest bidder wins the highest ad position (ad rank #1) and will also pay the highest CPC, but the highest bidder does not pay the amount they bid. The highest bidder pays only $0.01 more than the second-highest bid. (KJ - understood!!!)
Reference: https://sellics.com/blog-amazon-ppc-guide/
How much should I spend on Amazon PPC?
To understand how much you should spend on Amazon PPC, you need to first calculate your profit margin before ad spend (which is equal to your so-called โbreak-even ACoSโ). Regardless of the goal of your campaign, you will always need to calculate your product margin first to determine how much margin you can afford to spend on Amazon PPC.
How do I calculate my profit margin and break-even ACoS?
Break-Even ACoS = Profit Margin Before Ad Spend
Your break-even ACoS is equal to your profit margin before ad spend. Why? In the example below you can see that your profit margin before ad spend is 25%. As long as you donโt spend over 25% on PPC to promote your product, you wonโt lose money.
Amazon PPC Strategies
Waterfall Campaigns to Find the Sweet Spot of the Bid
Automatic campaigns are great tools for identifying new search phrases you can then put into your manual campaigns, and often they can be running profitably as well. But most Amazon sellers only have 1 automatic campaign, missing out on an opportunity to find the โsweet spotโ of the bid. To do this we can create 5 automatic campaigns with a range of different bids to see which one performs best, then we can use that data to set the right bids for our other campaigns. 5๊ฐ Auto ๊ด๊ณ ๋ฅผ ๋๋ ค์ Sweet Spot ์ฐพ๊ธฐ
Do not make the mistake of setting your bids and forgetting about itโฆ you might be bidding far too high or low to get the best results!
Amazon Product Display Ads
Wouldnโt it be great if you could choose exactly which competitor products your ads would show up on? Yes, you can!
Product Display Ads show directly on other Amazon listings and can be a great way to potentially steal sales from your competition.
So what types of products should you target?
Typically, you want to go for your weaker competitors, ones with worse images, less reviews, higher price, etc. ๊ฒฝ์์ฌ๋ณด๋ค ์ ํ/๋ฆฌ๋ทฐ/๋ฆฌ์คํ
๋ฑ์ด ์ฝํ๋ฉด ํผํด์ผ ๊ฐ์ผํ๋ ๊ด๊ณ
Most sellers go wrong by choosing their 10 top competitors because they are getting the most traffic to their listingsโฆ that should be the best place for my ads, right?
The problem with that is your 10 top competitors usually have more reviews, high quality listings, etc., and since shoppers are already on their listing, they will be disappointed when they click onto your inferior product page.
Amazon Sponsored Brands
If your brand is Amazon Brand Registered, you will have access to Amazon Sponsored Brands ads (previously โAmazon Headline Search Adsโ).
These are ads most powerfully shown at the top of search results pages that take up the entire width of the screen and feature multiple products with a custom headline. They can also show up on the sidebar and below the fold.
This is only useful if you have multiple products that are related to each other but can be a powerful way to get multiple options in front of potential buyers to maximize the chance they will see what theyโre looking for. ์ฌ๋ฌ ๋ชจ๋ธ์ ๊ฐ์ง๊ณ ๊ตฌ๋งค ์ ํ์ ์ ๊ณตํ ๋ ์ ์ฉํ ๊ด๊ณ
Itโs best practice to display your best-selling products in these ads, and maintain hyper relevant keyword targeting. If you are bidding on the keyword โtoaster ovenโ but your ad includes both toaster ovens & blendersโฆ itโs unlikely to be effective.
An advantage of Amazon Sponsored Brands ads is the ability to customize the headline, main image, & which products show up in the ad. This allows for split testing to see what performs best!
Branded Keywords Campaign
Some of the most profitable keywords you can bid on will be your branded keywords, meaning people typing your brand name into the search bar.
If you have a brand new brand with only one or few products, itโs unlikely you will have many people searching for your brand, but the longer your brand is around the more people will search for it.
Many people do not bid on their own brand name because they think itโs a waste of money. The logic goes โif a customer is searching for my brand name I will show up at the top anyway and they will click, so paying for that ad is a waste of money.โ
Firstly you canโt be sure thatโs the case so bidding on every possible spelling of your brand name make it far more likely your products will dominate the search results.
Secondly, if you donโt do it, your competitors can. The last thing you want is for a customer to type in your brand name and see your main competitorโs product at the top instead. Your products will be more relevant to this search in the eyes of the Amazon Ads algorithm and have a better chance of showing up in the top ad slot for a cheaper price. ์งํ์ ํด์ผํจ - Brand KW๋ฅผ ๋ง๋ค๊ณ ํ PPC์์๋ ์ ์ธํจ
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How do you do it?
Create a separate campaign just for your branded keywords. Any possible spelling of your brand should be in this campaign and should be taken OUT of your other campaigns.
If your brand name uses very broad words such as โHomeware Decorโ or โNatural Garden Selectionsโ then you probably shouldnโt have a broad match campaign as that will create keywords that arenโt relevant to your brand. If your brand name uses unique words such as โNikeโ or โGoogleโ then broad match will be ok.
Can You Use Translated Keywords?
Amazon has many growing marketplaces around the globe, so is it possible to simply translate your Amazon Ads keyword targets and start running ads in another language?
Short answer, yes. But there are complications to that. ์คํ์ธ์ด, ์ดํ๋ฆฌ์ด ๋ฒ์ญ KW ์ฌ์ฉ
Since Google Ads have been around for a lot longer than Amazon sponsored products ads, we can learn from how they do things.
Localization: Make sure your translated keywords are only used in the right Amazon marketplace. If you are selling in Amazon US, then use English keywords. If you are selling in Amazon Germany, use German language.
Translate the Entire Listing: For Amazon Ads to work, the product listing page will need to have high relevancy to the keywords you bid on. You will need to have the entire listing text, back-end keyword fields, and infographic text translated first.
Retargeting
Amazon now allows you to run ads to people who have viewed your product pages. These ads are shown off Amazon on a network of 3rd party apps and websites in hope they will click on come back to your Amazon product to buy.
Amazon refers to them as โremarketingโ ads but they are commonly referred to as retargeting on other ads platforms such as Google and Facebook.
It used to be available on on Amazonโs DSP platform but is now integrated into Amazon Seller Central within Sponsored Products for any Amazon seller to access.
This is still very simplistic compared to Facebook or Google retargeting, and you have very little control over Amazon retargeting ads, but itโs worth testing for every product, just be sure to split test it against non-remarketing campaigns to benchmark whether auto campaigns perform better with or without remarketing. ๋ฆฌ๋ง์ผํ
AD ์์ํด์ผ
Catch-All Campaign
This is a strategy that works well for some niches but not all. The theory is to use a super low bid automatic campaign that will catch all bids that slip through the cracks on other campaigns.
In theory this gets clicks at a super cheap price when the Amazon Ad auction doesnโt find anyone suitable bidding higher. ํ์ฌ 0.1์ ์
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๋์ด ์๋๋ฐ ์ ํ ๋์์ ํ์ง ์์ โ ๊ธ์ก ์ฆ๊ฐ
Create a new Automatic campaign for each product, then bid something super low like 25c. Monitor it over the next few weeks to see how it performs, if it doesnโt do well over 4-6 weeks, then consider axing it, but in some niches this type of campaign can perform quite well!
So What is the Best Amazon Marketing Strategy in 2021?
To summarize, Amazon Ads are an essential part of an effective Amazon marketing strategy but should not be relied upon as the ONLY piece.
While some niches may have highly profitable ads from day one, many niches will require a few months to become profitable or may not even be profitable at all.
While I think itโs a good idea to run ads that drive sales at break even in order to drive Amazon organic sales, it canโt be relied upon to drive ALL the sales you need to rank on page one in every case.
More competitive niches will require not only excellent Amazon SEO & listing optimization, but an additional source of external traffic to get the sales needed to rank on page one.
In my opinion, every Amazon seller should utilize Amazon Ads in some way. If you donโt really know what youโre doing, at least set up an automatic campaign and check in on it once per week.
Strategy we have been using so far.
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Created all possible campaign and ran it for few weeks to check how they are performing and to fetch important keyword data list. KW DB ์์ฑ
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While campaign is running, we are adjusting the bids depending upon the cost, clicks and the conversion rate. ๋งค์ผ ๋งค์ผ ์ต์ ํ
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Since Amazon also looks for conversion rate for the possible CPC calculation for a seller, we have reduced bids for those keywords whose conversion rate is very poor (because it is proving expensive keyword for us due to poor conversion rate, like game controller for iPhone etc) Conversion์ด ๋ฎ์ผ๋ฉด CPC ๋ฎ์ถค
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We have studied the keyword Search terms and selected top 5 mid ranked super relevant keywords where we outperform our competitors. We have increased the bids for those keywords and hence we grabbed top sponsored position as well as our listings get ranked organically on 4th spot on the first page. ์ ๋ต ํค์๋ ์ ์ , ์ต์ ํ
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We have monitored irrelevant keywords and put them in negative targeting to save the budget from getting waste.
What Next Now?
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I will not disturb those campaigns which are giving us good results (ROAS = 1.3+) except adjusting the bids and small minor changes
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I am researching on the keywords (from PPC data and the brand analytics report). I will list top 5 to 10 keywords which are most importantly relevant, have a less competition on Amazon (Less CPC) but has a decent placement in Keyword Search Rank (From Brand Analytics Report).
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After getting list of those keywords, we will attack those keywords and will try to rank both organically and sponsored.
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In the competitor PPC, I will see if we can add more competitors where we have a chance to grab their sales. Will find those listings which are poorly created and we can easily divert traffic from them.
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For Video PPC, Itโs going good so far, because the main goal of it is not getting sales, but to create a brand image.