Marketing is the backbone of any retail owner as it allows them an ability to enhance brand value and revenue for their selling business. For an Amazon seller, one of the sure fire ways to successfully market their products is Amazon PPC.
Sellers who offer their products online may experience more time in diverting traffic towards their online store. Because, with hundreds and thousands of sellers offering identical products over the web, sellers with the most effective marketing tactics are gaining a competitive advantage over others who end up spending more money for fewer results.
Irrelevant to the platform you’re selling on, the way you make products available to your consumers will determine the visibility of your eCommerce brand.
Selling over multiple marketplaces
Every marketplace will have its own product ranking criteria; however, using Amazon PPC (pay-per-click campaigns) sellers are gaining a competitive advantage by not gaining multiple opportunities to enhance product visibility within Amazon marketplace, but also across first-tier search engines that include Google AdWords and Microsoft Bing Ads too.
What is Amazon PPC?
Considering online shoppers, the main motto of Amazon PPC is to instantly get the best product and product information in front of the customer’s eye and enhance their shopping experience. However, with multiple sellers selling over the giant platform- Amazon PPC can surely help you earn increased product visibility for years to come.
Are you getting the right exposure to enhance your sales?
Whether you are selling unique products, or, deal with the best-selling ones; the way you make your products visible to consumers can determine the conversion rate for your eCommerce business.
John as a seller is offering stylish headphones on Amazon marketplace from popular brands. This keyword is linked to the highest reviews and purchases.
On the other side, John’s competitor sells another stylish headphone with the same keyword on the same platform. However, they offer different features and have negative reviews too.
Considering “stylish headphones” to be the main keyword found by online consumers, John’s products with better reviews gets 20% conversion rate, while John’s competitor for the same product gets 5% conversion for the keyword used.
So out of these products, which one do you think Amazon will rank higher in search results?
Obviously, the marketplace search engines will keep John’s keyword up in consumer’s search results to ensure they are always offered best products.
How can you make the best out of your Amazon PPC campaigns?
With the above example, sellers can realize the impact of Amazon search results to online consumers and search engines, but, are you making the best out of your Amazon PPC campaigns?
You might have considered multiple experiments with your Amazon pay-per-click tactics, however, focusing on the below tips can ensure you are performing it in the most effective way.
I- Considering attraction
A- Keyword selection
The keyword associated with Amazon PPC campaigns will determine the visibility of products in Amazon’s search engines, as well as, other search engines too.
What can you do?
Amazon search bar can be the best tool to track relevant keywords that are already used by sellers.
Take time and go deep with your keyword search, because adding descriptive words like “best” or “good” will help consumers who may use such words to narrow down their product options and quickly gain access to most popular ones, allowing them to make purchase decisions on-the-go.
b- Campaign selection
Amazon pay-per-click campaigns allow sellers an opportunity to perform an automatic, as well as, manual targeting.
Amazon pay-per-click automatic targeting campaigns automatically get their product visible in front of relevant consumers based on your product information.
What can you do?
Using keywords that can relate to one’s search needs will automatically increase chances for your products to stay up in rankings.
For instance, you are selling shoes, infusing personalization in your product descriptions like “latest cowboy shoes for men” or “classy party-wear shoes for women,” can help you cover maximum keywords used by consumers who expect the best results in-one-go.
Amazon pay-per-click manual targeting campaigns will help sellers to automatically get their product visible in front of relevant consumers based on the keyword used.
What can you do?
Offer keywords like (for example) “Luxury clothing,” “extra large bed sheets,” or even, something like “rare coins” to match a consumer’s mind when they look up for their favorite products online.
II- Considering purchase action
Reviews from already existing consumers can improve the chances of click-through-rates for your Amazon ads. Earning more and more good reviews will automatically push your products in front of potential consumers, as well as, other online shoppers across the web.
What can you do?
Apart from using the innovative keywords to relate your products, Amazon allows consumers to leave third-party seller feedback, which in turn, can help you determine the visibility of your products and allow consumers make better purchase decisions in less time.
Such reviews will be dependent on the overall consumer’s shopping experience that includes product availability and order fulfillment and returns capabilities too.
Multi-channel order management software can help sellers bring all their Amazon stores, as well as, other channel’s product information at one place, making it easy and efficient to offer an excellent experience for all consumers who shop from your brand.
With the above, you can enhance your Amazon PPC campaigns; however, not measuring performance for each can stop you from exploring new tactics that could help you earn better visibility and sales opportunities for your products.
What can you do?
Amazon Sponsored products and reporting tool can help you gain access to important data and optimize returns on investments for your upcoming campaigns.
These reports include metrics like impression, clicks, spend, sales, ACos (advertising cost of sales) for each campaign you perform.
Established in the year 1994, Amazon continues to improve its advertising program; hence it is very likely to end up with multiple pay-per-click campaigns that meet your targeted audience and needs of your selling business.
Make more in less 🙂
Savio Fernandes is a writer who influences. Writing for over three years at Orderhive, he is currently focused in offering eCommerce and retail solutions for start-ups and medium business owners.
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