Keep in mind that PPC is not only there to secure sales from people who click on your ads. Getting PPC sales increases both your organic rankings and your product’s real estate on the Amazon platform. PPC is the most effective tool you can use to rise up in searches as well as see who is higher up in more searches.
Every Amazon seller has some sort of PPC structure that can vary greatly in size and complexity. This is usually dependent on the size of a seller’s product catalog or understanding of the PPC mechanisms available.
Amazon keeps adding new options and methods for refining campaigns,switzerland cell phone database which can be used to adjust your structure in more profitable ways. We are going to go through several different things you can do right now to your PPC structure in order to improve it. Or at the very least, identify new potential avenues of growth.
Use the Right Keywords
This is basic advice that most sellers are already aware of. What most eCommerce Amazon sellers don’t do is take a look at the search volumes of their top keywords or general volumes of the top search keywords at any given point in time. The truth is that those search volumes can change and new searches can show up, and these new ones can be used in your campaigns.
This is why it’s wise to use tools like the AMZScout Amazon keyword tools to regularly look into the volumes of searches that are most relevant to you. You can use tools like this to both look into searches that contain any keyword you are interested in general as well as check which keywords your competitors are ranking on.
amazon keyword research tool
With more advanced tools like the AMZScout Keyword tracker, you can even keep track of your organic rankings in order to evaluate the effect your PPC campaigns are having.
amazon keyword research tool
This is a crucial insight that can help you to best organize your PPC efforts and invest more spending in targets that can secure you more organic sales in the future. Overall, you can never have enough information when it comes to keywords.
Utilize Your Auto Campaigns Fully
The way auto campaigns work has been significantly updated in the past year. There are several new options that many sellers are not aware of. Previously, the main issue with auto campaigns was the fact that you had so little control over them. The only thing you could do was include negative keywords and control the default bids. Now you have many more options.
With the major addition of a manual product targeting option, the auto campaign option has also been adjusted to accommodate the new option to target specific ASINs manually. On top of this, there are now four different targeting options for auto campaigns:
auto targeting amazon
You have two distinct keyword targeting options as well as two product or ASIN options:
Close and loose matches: Keyword targeting options that target either search terms closely related to your type of product or a set of more general search terms.
Substitutes and complements: The two ASIN targeting options that are either targeting the exact same type of product, your direct competitors, or products that are complementary and might be purchased by a customer in the same realm of interest.
A good way to utilize these new targeting options would be to create either separate auto campaigns or ad groups that can target the two types of targets separately. This is because you can allocate proper budgets and have more workable reports. Having them separate is also useful if one type of targeting is not working so that you can abandon or temporarily pause it while maintaining the other one. This also gives you separate negative targeting options.
Now, you can enter negative keywords and negative product targets. This option was added much more recently. If your product targeting auto campaigns haven’t worked out in the past, they might be more viable now – since, before this, you couldn’t properly add a negative product target.
Moving Targets to a More Precise Campaign
One thing that any seller should be doing regularly is extracting reports and targets that got hits in auto campaigns or any other non-exact campaign and moving them to more precise targeting. You should have separate campaigns that only serve this purpose. When you find an ASIN target that received a hit from an auto campaign or any phrase or broad campaign, you should have two separate single ASIN and exact match type targeting campaigns where you can move over those newly-found keywords and test them to see whether they can bring you more consistent sales.
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