PPC is advertising Model of Amazon, wherein the seller/advertiser pays for the ad when a buyer clicks on the ad to view their product.

Whenever the buyer clicks on your ad to visit to your product listing page amazon charge you sufficient amount of money against click on your ad.

Types of Advertisement on Amazon:

Sponsored Brand Ads – sometimes called ‘headline search ads’, ads that allow brands to promote a custom headline, brand logo, and 3 products Images in their ad, with the ability to send buyer to their Stores page. To use sponsored brand ads, a seller must have a minimum of three brand-registered products on Amazon.

Sponsored Products Ads –This is the most common type of Amazon PPC ad. It appeared in search results and product listing pages (Some are Top, Middle & Bottom of the page).

The more you take your bid high the more you get your listing on page 1. It’s all depend on your bid, the one who’s bid are higher amazon will show his ad on the top of the page.

Sponsored Display Ads – This ads that can target shopper’s interest along with complementary and even competitors’ products. Sponsored display ads allow sellers to target buyer who’ve already visited their page.

Typically appear below the “Add to Cart” button on Amazon product detail pages.

Only Brand Register to use sponsored brand ads.

 

Campaign types:  Two types of PPC Campaign.

1.   Automatic Campaign

In an automatic campaign, you let Amazon run your ads for you, and your ad will be automatically matched to all the search terms Amazon deem relevant to your product.

2.   Manual Campaign

In a manual campaign, you choose the keywords you wish your ad to be displayed for, giving you greater ad targeting precision.

Term Used in PPC Campaign:

Targeting (Keyword, Product (ASIN), and Category): When you setup your Amazon PPC campaign, you can choose to target your ads based on keywords, product ASINs, or product categories on Amazon.

Search terms vs Keywords: ‘Search terms’ refers to any search query the customer types into Amazon.

‘Keywords’ refer to what you, as the seller, bid on in your ad campaigns. Depending on the keyword match type used, one keyword can cover multiple customer search terms.

Dynamic Bidding: Advertisers can choose to set fixed bids or use Amazon dynamic bidding options (‘Bid Down’, Bid Up & Down’), which allows Amazon to adjust your bids in real-time based on the conversion probability.

Adjust Bids by Placement: Advertisers can use this feature to modify bids to target Top of Search and Product Detail Pages. A bid modifier from 0% to 900% can be applied for targeted placements.

Keyword: What I bid on Search Term: What triggers my ad

Keyword Match Types: Keyword Match Types determine the degree of match between the keyword and customer search term in order for an ad to appear on Amazon. There are 3 match types available (Broad, Phrase, Exact).

·         Broad – Search terms that contain all components of your keyword in any order. This might include synonyms, misspellings, & different variations of your keywords.

·         Phrase – Search terms that contain all components of your keyword in the same order. It allow you to control the word order Variation may include signature & plural etc.

·         Exact – A Search term that matches your keyword word by word (same word order + same components). It allows you singular & plural keywords.

 

Negative Keyword Targeting: Those keywords which are not giving you any benefits. Negative keywords targeting are used to help sellers exclude unwanted customer search terms from their ad campaigns. When utilized effectively, negative targeting can be a very powerful tool to help you control your advertising costs on Amazon.

PPC is all about testing: (Analysis of Data) At least run it for 1 to 2 week to collect data, do analysis of your data (keyword) which keyword are getting sales, impressions, clicks, relevant or irrelevant to your product, then arrange it manually.

·         Create ppc report, Get inside from it.

·         See keywords ranked on which Campaign.

·         Which campaign we should “Stop or Run”, “Bid Low or High”.

·         Which campaign or keyword is creating sales, if required double its biding cost.

How to create report of your PPC Campaign: Go to > Seller Central > Advertising > Campaign Manager > Advertising Report > Create Report = Download it

Budget on PPC: To understand how much you should spend on Amazon PPC, you need to first calculate your profit margin before ad spend.

 

How to create PPC Campaign:

Go to > Amazon Seller Central Account > Advertising > Campaign Manager > Create Campaign > Choose Your Campaign Type > Create Campaign.

·         Campaign Name > Give name which your Understand it better.

E.g. Automatic-Lemon Squeezer or Manual-Lemon Squeezer.

Automatic Or Manual - is your Campaign name & Lemon Squeezer is your Product name.

·         Portfolio > When you create 5 campaign of a product. Portfolio show you the steps of a product. Leave it blank.

·         Start Date & End Date > Give it date which you want to start from and your end date of your campaign.

·         Daily Budget > Daily spending limit of your campaign.

E.g. $20 is your daily budget for a specific campaign, when your amount is out the campaign will stop automatically, the next day campaign will resume the same strategy.

·         Targeting > There are two type of targeting. Automatic & Manual targeting.

Automatic: Don’t need keywords, Amazon will automatically target your product keywords & products that are similar in your ad.

Manual: Choose keywords on your own through different tools JS, H10 or select the product through ASIN to target shopper searches & set customs Bids.

·         Campaign Bidding Strategy > three types.

Dynamic bids – Down Only: Relay on your data, when amazon have enough data of your product to analyze keywords. Amazon analyze your data which keyword is ranking on & which one is not. Amazon search queries the keyword which our product conversion is less then amazon will auto low bid on keyword which we were applying on “Down only”.

(Saving of negative spending money)

Dynamic bids – Up and Down: Same is dynamic bids down but it have “up” option too, amazon running campaign on the basis of your data, if your keyword conversion is less then amazon will low your bids against that keyword or if your keyword conversion is high then amazon will high your bids against that keyword. Amazon will raise your bids (by maximum of 100%). E.g. $1 bids $2 maximum the real time

Fixed bids: Amazon will use your exact bids or any manual adjustment you’re against your keyword and won’t change, only you can change it.

 

·         Create an Ad Group > ad group name

If you have a product it contain 3 variations you want to run ad on every variation, then create group of each separate variation E.g. Black, White, Red. Or you can create group on your campaign name which one you better understand E.g. Broad, Phrase, Exact

 

·         Products > Selection of your product, the product you want to run ad on. Amazon automatically show you the products which is an seller central or you can add through ASIN or if you have a bulk of products you can also add from upload through csv template.

 

·         Targeting > two type of targeting:

 

Automatic Targeting (For auto campaign) > Set default bid > E.g. $1 is your default bid, Search term under $1 products related search term of which CPC under $1 Amazon will show your ad, If there is an ad of a product and you want to win the ad and it cost $1.1 then amazon will not show your ad Because you set a limit of your bid.

 

Manual Targeting > (further two type)

Keyword Targeting > Choose your keywords > Broad, Phrase, Exact, Select any one you want to run ad on keyword. 

Product Targeting > Choose specific product go to Individual Products > If we have a competitor & their product have bad reviews, high price & we have a batter offer than that product then enter ASIN of the competitor, Our product goes to competitor Product listing page where our ad show.

 

·         Negative Keyword Targeting > Those keywords who are not giving you any benefits you can simply add those keyword here it will block those keyword.

 

 

 

Launch Campaign

 

Optimize your PPC campaign time to time:

·         Transfer keywords from Automatic to Manual campaign.

·         Use Negative Keywords (remove unprofitable search terms).

·         Optimize CPC bids for Your Amazon PPC Ads.

 

Goals:

·         Calculate your target ACoS (break ever ACoS - target profit margin).

·         Collect something from our Ad Spend.

·         Focus on keywords that are getting maximum sales.

·         Avoid negative keywords or irrelevant keywords that are not getting sales.

ACoS: (Advertising Cost of Sales) How to calculate?

  ACoS= (Ads spent*100)/Sales

Profit Margin & ACoS: If your profit margin is 30% and ACoS is 15%, at the end on your sponsored PPC campaign your profit will be 15% left.

Before you start your PPC campaign:

·         You will always need to calculate your product margin before Ad spend, to determine how much margin you can afford to spend on Amazon PPC, before you start to loss on your product.

·         Optimize your Amazon product listing:

Keyword Optimization> Include all relevant keywords to your product.

Listing & Content Optimization> Include Your Product Picture, Title, Bullet points & Description to improve both your organic and advertising CTR & CR.