Amazon is the largest online marketplace – it has millions of buyers who visit the site specifically to order merchandise from internet retailers. That means that if you have a product that you sell online and you don’t use Amazon as part of your multichannel selling strategy, you are missing out on lots of sales opportunities. It also means that there is a lot of competition and you have to do more than just list your products for sale and hope for the best. One way to do that is with Amazon’s Sponsored Products, a pay-per-click (PPC) advertising program.
What is Amazon Sponsored Products?
Because Amazon is home to so many products for sale, they began the “Sponsored Products” program to offer paid visibility for sellers. The sponsored products are items that will appear higher in Amazon’s search results because the seller of those items is paying Amazon each time a shopper clicks on their listing. The PPC program works for both Amazon and its sellers because Amazon makes a profit on the service, and sellers increase visibility against competitors and they sell more items.
To help you, we have come up with a list of Amazon Sponsored Product tips that are sure to get your products in front of potential buyers and increase your profits.
#1 – Use Google Keyword Planner
In order to have potential customers find your products, you have to be using the right keywords in your product titles and descriptions. One of the best ways to do that is with Google’s Keyword Planner. All you have to do is enter your product listing (or better yet, a competitor’s listing), and then select your targeting options, hit enter, and you will have the keyword research for that listing and monthly search data.
#2 – Use Auto Targeting
If you prefer not to do your keyword research manually, Amazon offers an “Automatic Targeting” option when setting up a campaign. This can be a real time-saver, as long as you have a detailed product page for Amazon to find keywords.
#3 – Refine Your Keywords
Once your campaigns are set up and you have your first week of keywords, your work isn’t quite done. You need to run keyword reports regularly and add to your campaigns. You are able to include up to 100 keywords in a manual campaign, and you can continue to refine them for better performance. Over time you will be able to determine which keywords are the most successful – use those! Being reactive as well as proactive is the key to optimizing your keyword usage.
#4 – Budget for Amazon PPC
It’s important that you budget for any marketing and advertising strategy you are considering, and Amazon PPC is not an exception. Make sure to do the math and be sure that you have an idea of how much you are willing and able to spend without lowering margins too much. Keep in mind the cost of goods, Fulfillment-By-Amazon (FBA) fees (if applicable), and any other costs, when you are deciding whether your budget can handle PPC fees.
#5 – Use Your Increased Amazon Ranking
You will likely notice that as you employ a Sponsored Products campaign, your Amazon sales rank will start to increase as well. Hopefully you will be collecting positive reviews for the products you sell using the PPC campaign. That, along with increased sales volume, should also boost organic results, allowing you to eventually cut down or completely end your paid campaign.
#6 – Make Good Use of Your Keyword Data
Now that you have some concrete data about your keywords, you can use it to boost your organic rankings by incorporating it into the keywords section of your listing. While you can decide which keywords to use, you will most likely pick the highest trafficked and the highest performing keywords.
Using the data you have collected to inform your listings is an easy way to optimize the PPC campaign while covering all your bases with this twofold approach.
Related: Data drives profits. Turn your business into a well-oiled machine with our free guide on performing business reviews and creating annual plans.
#7 – Track the Right Metrics
There is no point in running a paid campaign if you are not going to track and monitor the results. If you don’t know and understand what you are paying for and that it’s successful, you may as well be throwing your money away. There are many online inventory solutions that allow you track the following important metrics:
- Spend: This is what the campaign has cost you so far. You can pick your timeframe (daily, weekly, monthly, campaign-to-date, etc.)
- Sales: This is the total amount of sales that you have made from the ad campaign. Keep in mind that this is gross sales, not profit.
- ACoS: This is the Average Cost of Sales. Amazon shows you the ACoS per campaign, per keyword, and per group.
Using Amazon’s PPC advertising is always a work in progress that requires constant monitoring and modifying, but when it’s done right, there is a real potential for increased revenue and business growth. You can use PPC to take your profits to the nest level. With amazon’s sponsored products tips you can increase your sales, along with making your business a success.