If you want to succeed on Your Amazon PPC, you must outperform your competition and ensure that Amazon shoppers select your goods.
There are several strategies to boost your product sales, brand recognition, and organic rankings, but the key is if you are utilizing the right plan and executing it correctly.
If you’re an experienced Amazon seller, you’re undoubtedly already using Amazon Pay-per-Click (PPC). But we’re sure you still spend a significant amount of time monitoring your PPC campaign. What if we told you that a more efficient method would yield superior results?
What exactly is Amazon PPC?
Amazon PPC is an advertising platform offered by Amazon for third-party merchants, agencies, and brands. Advertisers or sellers place bids on keywords, and when an Amazon consumer searches for a product, the sellers with the highest bids win, and their adverts appear in Amazon search results for the relevant keywords and search phrases.
Sellers will only be paid the bid price if their Amazon ad is clicked and seen. The seller would have to pay the competitor’s bid plus one penny. So, if you bid $2 for a term and your opponent offers $1, the amount you must pay is $1.01, not your bid price.
What is the significance of PPC for Amazon sellers?
If you haven’t utilised PPC for your Amazon items yet, this may be the approach to persuade you to investigate and realise its potential. Some of the reasons why PPC is vital for Amazon merchants are listed below.
Enhances Organic Rankings
Organic search results are those that are unaffected by paid advertisements. Ranking is based on the relevancy of the results to a search query. Organic ranking is simply the order in which a product is purchased by consumers who have specifically searched for the phrase or keywords.
Some keywords and search queries are notoriously difficult to rank for. PPC ads for these keywords are one approach to boost your organic ranks on Amazon. Being on the top page of search results for these keywords will not only raise your chances of more sales, but will also improve your organic rankings dependent on how you manage your advertising over time.
Enhances Brand Awareness
Brand awareness is a marketing phrase that describes how familiar or how people identify a product or service that a certain brand provides. New items typically rank low for keywords, which we all know equals less sales.
You may improve your product rankings by executing PPC advertising. When your items sell the most, they will automatically appear at the top of search results. As your items rank higher, your brand recognition rises, perhaps leading to more sales.
Improves the visibility of seasonal products
It’s no secret that seasonal trends like Mother’s Day, Christmas, Halloween, and Valentine’s Day generate the biggest sales for Amazon vendors. This also applies to end-of-season sales. During these periods, your Amazon advertising are an excellent approach to raise client interest in your items.
Increases Product Sales
PPC is a popular tactic used by many Amazon sellers since it is a simple way to enhance product sales through greater exposure and brand recognition. Every Amazon seller’s goal is to gradually raise their sales while executing PPC advertising for their listings.
Bulk Files: What Are They and Why Should Amazon Sellers Use Them?
Bulk files can assist you in optimizing and organising your Amazon marketing. A bulk file is an Excel file that you may access using your Amazon Advertising Campaign Manager. While the spreadsheet may appear overwhelming at first, its aim is to make the campaign design process more efficient.
So, what’s the point of using bulk files? Bulk files are the answer if you want a straightforward and quick approach to handle your Amazon adverts. Using a few filters, you may obtain all the information you need about your campaigns.
The Advantages of Using Bulk Files
If you’re still manually managing your advertising, you know how time-consuming it can be. When you go into your account, you will see all of your campaigns. To get to the Ad Group, click on the Ad Group, then Targeting, and it will show you all of the keywords.
Then you either click on all of those boxes or choose them all if you want a straight percentage. Of course, there are techniques to accomplish this quickly inside the interface, but it’s still pretty laborious. It might get more difficult to handle when you expand to various campaigns and goods.
Because bulk files are spreadsheets, you can quickly add filters to sort them. You may see a condensed version of your keywords, then go through your list and make the required modifications for each term. For example, if you want to adjust your bids and increase them all by 10%, you may do so in less than 15 minutes compared to the Campaign Manager.
Another advantage of bulk files is that you may create your own formulae. Setting formulae won’t be an issue if you’re an Excel master. If you’re just getting started, you may start with the if formula. As you become more comfortable with this technique, you may add more layers or more criteria to it to speed up and simplify the process.
How to Make Use of Bulk Files
Bulk files can be used in a variety of ways. It allows you to build or edit new campaigns, Ad groups, and keywords. It’s also useful for archiving or pausing Ad groups, campaigns, and keywords. Amazon sellers may use bulk files to change budgets, placement settings, and bids for keywords and Ad Groups.
How to Download a Large Number of Files
- To access a bulk file, go to Seller Central and sign in to your Amazon seller account.
- Bulk Operations may be found under Sponsored advertisements in the Campaign Manager.
- Create & Download a Custom Spreadsheet may be found on the Bulk Operations page. You’ll be prompted to specify a date range and to omit items from the report that you don’t want to see.
- You can exclude Terminated Campaigns because they are inactive campaigns, Campaigns with zero impressions because there are exceptions for entities like Sponsored Brands that will never have impressions, and Brand Assets Data because it is simply a read-only directory containing all media uploaded to your asset library. Thus, basically, you just want to include Placement data for campaigns, so there will be no placement type variables such as product detail page, top of shopping results, and so on.
- Then click the Create Spreadsheet for Download button. It might take anything from a minute to 30 minutes or more to download your big file. It is determined by the amount of your account.
- As previously said, the information included in the downloaded bulk file might be overwhelming and unclear at first. Everything will make sense if you comprehend the facts about it.
- You may modify whatever you want with the downloaded file, such as changing ad groups and campaigns or adjusting budgets and bids. The modifications you make will be determined by your goals for your PPC advertising. When you reupload the bulk files, any modifications you make will be applied to your Amazon campaigns.
- The Record ID will also be shown in the bulk file. Never modify it since it is Amazon’s way of recognizing what modifications you made to the file.
If you wish to upload your changed bulk file to Amazon, just return to Bulk Operations, select “Choose File,” and attach your modified bulk file.
How to Launch New Campaigns
You must utilize Amazon’s Bulk Operations Template to create a new campaign. This template may be found on the Bulk Operations page, immediately below the Create Spreadsheet for Download option.
You must enter the following information into the spreadsheet for your new campaign.
- Campaign
- Type of Record
- Date of Campaign Launch
- Campaign Closing Date
- Type of Campaign Targeting
- Daily Campaign Budget
- Status of the Campaign
- Portfolio Identification
- Strategy for Bidding
Both the Campaign End Date and the Portfolio ID are optional. So it’s up to you whether or not to fill up those fields. If you leave the Campaign Start Date field blank, it will default to today or the day you established the new campaign.
After you’ve input all of the relevant information, submit the spreadsheet to begin your campaigns. Return to the page where you obtained the spreadsheets and look for the Upload your file to update your campaigns link. Choose File by clicking on it.
The time it takes to see changes in your campaign will be determined by how long Amazon takes to process your modifications. This is also dependent on the number of rows in your spreadsheet.
Amazon PPC Optimization Techniques
Aside from employing bulk files to streamline your PPC optimization process, there are other methods that are more efficient and cost-effective. I’ll teach you how to find new ASINs and keywords and add them to relevant campaigns in the sections below.
Find your finest campaigns with Campaign Manager. Go to Auto campaigns to find them, and Amazon will show you which ASINs and keywords sold. If you see that they have a low Advertising Cost of Sales (ACoS), you may take them and increase your price on that campaign, or you can add negative keywords to the Auto campaign.
ACoS is the amount you spend on advertising to create $1 in revenue. It is a statistic often used by sellers to assess the effectiveness of their advertisements.
To choose a keyword or ASIN for a campaign and examine the amount of clicks, sales, Click-Through Rate (CTR), and ACoS. You may select any date period you like. Then go to Search Terms, where I like to arrange it by order from high to low and look for some nice ACoS and ASIN. For example, if a certain phrase has eight clicks and four sales, with an ACoS of 17%, you should surely buy that keyword.
Most people would now take it and tweak it as an exact or phrase in the manual targeted campaign. Most of them, however, neglect to modify it to other types of campaigns, such as Sponsored Brand campaigns or Sponsored Video Ad campaigns. So, in addition to adding them to a standard Sponsored Product campaign, make sure you cross bid on those other types of ads as well.
Let us now discuss the type of offer you should submit. What I prefer to do is check the Cost per Click (CPC) and then add around 10 cents on top of that. However, you must watch it to ensure that they receive clicks on the new campaign.
Monitoring and organisation are critical since when you import them, it is easy to lose track of them. I normally keep track of them and what I do each day. This enables me to know what to look for in the coming days to see if the keyword or ASIN I added to the new campaign is receiving clicks.
It all comes down to taking action and utilising this strategy. What you must do is act and incorporate those keywords into the right campaigns. Make sure you target them not just via Auto advertising, but also through all of the other marketing that Amazon has to offer.
Conclusion
Managing Amazon PPC ads does not have to be a time-consuming process. The strategies listed above, including the usage of Amazon bulk files, demonstrate that you don’t need to spend hours every day monitoring your PPC campaigns. Furthermore, the benefit of employing bulk files and identifying new keywords and ASINs is that they are helpful in growing your sales and product visibility without investing a lot of money.
Bio of the Author
I’m Tomer from Sourcing Monster, the owner of an Amazon FBA brand with 14 years of e-commerce expertise. My interest began when I was a child, and I’ve been programming since the age of 12. When I was 14, I started my first web business, a hosting firm. I dropped out of school when I was 16 to follow my aspirations full-time, working at a startup firm till today, where I have expertise in e-commerce and marketing.
In addition to my personal Amazon success, I educate other sellers how to flourish on the marketplace via my website and YouTube channel Sourcing Monster, where I offer films about sourcing things from China and operating successful online companies.
