Amazon PPC is the advertising platform that allows third-party sellers to make ad campaigns to promote their products that increase the sales of Amazon. Advertisers pay Amazon for each time a customer can click on their advertisement.
Amazon PPC advertising has developed into an effective marketing channel that is available on Amazon. Advertising on Amazon allows sellers and retailers to “buy” visibility for their items at the top of the search results page.
There are a lot of retailers that are taking advantage of Amazon advertising’s possibilities increase substantially year after year. If you don’t have an established plan it can be challenging to meet the PPC targets on Amazon.
Amazon PPC Advertising Types
There are three Amazon ads available: Sponsored Products, Sponsored Brands as well as Sponsored Display Advertisements.
Sponsored Products
Amazon Sponsored Product ads are Keyword- and ASIN-targeted advertisements, which are similar to Google Adwords, enable you to advertise specific products in Amazon results for searches and on the product’s page of details.
Sponsored Brands Ads
These ads are for building a brand and letting brands promote their headline, brand logo as well as up to 3 products on the top spot in Amazon results as well as the capability to direct customers on their Amazon Stores webpage or a customized site on Amazon.
Sponsored Display ads
Advertisements that direct customers take shoppers to Amazon pages with product information. They show relevant ads on Amazon as well as on other websites to customers either visiting or browsing (remarketing) certain products on Amazon.
Where can Amazon advertisements appear?
Sponsored advertisements for products are displayed in two different places on Amazon or within search results, and also on the Amazon page for details of products as part of an ad carousel on top, or farther down the page.
Amazon Sponsored Brands advertisements are shown in various spots on the Amazon results page for searches as well as that “top real estate” placement above the results of searches. Sponsored Brand advertisements also show on the pages of product details.
Sponsored Display ads are shown below the “Add to Cart” button on Amazon pages.
Who can benefit from Amazon advertising?
Both sellers and vendors can utilize Amazon advertisements.
Sellers sell their goods directly at the expense of Amazon customers. Vendors sell their goods in direct sales to Amazon in large quantities, and then Amazon sells the products to its customers.
Amazon advertisements can be utilized by Amazon FBA sellers as well as FBM sellers.
Is Amazon PPC Worth It?
Effectively running Amazon PPC campaigns to help you increase sales, improve the organic rank of your website and help build brand awareness. If you’re only using Amazon as an online selling (but not an ad) platform, then you’re not taking advantage of massive potential.
The Basics of Amazon Advertising
To run effective Amazon PPC ads, you should be familiar with the fundamental elements that make up Amazon advertising. Below, we’ve outlined the most important terms and concepts that sellers must be aware of before starting with Amazon sponsored ads:
The most important elements of Amazon PPC
Targeting
Once you have set up the Amazon PPC campaign, you may choose to make your ads based on keywords, ASINs for products and categories, or categories on Amazon and even marketing on other websites to those who have seen specific products through Amazon.
Dynamic Bidding
You can make fixed bids or Amazon’s dynamic bid options that let Amazon adjust bids at any time based on the probability of conversion.
Read SellerApp’s Amazon dynamic bidding strategies guide to learn more about Amazon bidding strategies.
Search terms
“Search terms” refers to any query that a customer enters in the Amazon search box, or if it’s for product page positioning the ASIN the advertisement was placed on. “Targets” refer to what you can bid on in your ads. Based on the type of match that you choose, a target could cover many search terms.
Keyword Match Types
Three match types are available, each one with different levels of precision in ad targeting and the amount of management effort required.
Negative Targeting
When used properly it can be an extremely effective tool for controlling your Amazon advertising expenses. Negative targets could be negative ASINs as well as negative keywords.
Campaign types
There are both manual and automated campaigns. The primary distinction is that a manual campaign is better results.
Adjust Bids by Placement
You are free to use this feature to adjust bids so that they target the top of your Search as well as Product Detail Pages. A bid modifier ranging from zero to 900% is a possibility to limit the amount you can add in the default bid for higher positions.
How do you set the goals?
Sellers who run Amazon ads are aware that it’s easy to make a loss on the product you sell when you don’t track the effectiveness of your ads against your PPC expenses.
To evaluate the effectiveness of the results of your Amazon PPC campaigns it is essential to know your objectives in running Amazon ads from the beginning.
Recommended guide: What are the benefits of selling on amazon in 2022.
