Time, resources, and attention to detail. All of these are required when running a successful Amazon business. This is particularly the case with Amazon PPC performance. For those that use this component, it is one of the biggest expenses they must deal with as an Amazon seller.
As a result, it’s imperative not to waste money and resources on Amazon PPC.
If this happens, your company’s finances can quickly start bleeding. Suddenly, your profit margins begin to drop, conversions become more costly, and you may start second-guessing if Amazon PPC is right for your business.
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Tips to raise Amazon PPC performance
Well, Amazon PPC is right – if you utilise it correctly. To help with that, here are four effective ways to improve Amazon PPC performance.
1. Professional management
Perhaps the savviest tactic you can use is to hand the work to a professional agency. With Amazon PPC management services, and by working with a specialist in this field, you are able to maximise performance with your PPC ads.
It’s true. This service isn’t free. In fact, you may feel it will cost more than it’s worth, adding more to your PPC budget overall. In reality, this service should result in you spending less on PPC ads while generating more sales through Amazon.
With PPC management, it’s not just about discovering ways to improve performance for these ads. An agency will also continually track and report on these PPC ads, learning methods to further optimise results.
2. Incorporate relevant keywords
Keywords are the basis of any PPC campaign. You know that already. However, are you making the most of your keyword selections? By optimizing this area of your ads, you can enhance the search visibility and accuracy of your products.
Long-tail keywords should be part of your strategy. Generic, broad keywords will see your products being targeted to a generic, broad audience. Conversely, long-tail keywords allow you to zone in on specific audiences that will be most interested in your products. It’s also wise to use Amazon’s Negative Keywords tool.
3. Consider product performance
With a PPC campaign, your focus tends to be on keyword performance. Yet it can also be useful to consider the performance of your products.
Think about it. If you have a product that has an Advertising Cost of Sales (ACOS) rate of 60% compared to 20% for another, the one that is increasing your campaign ACOS should be reassessed. You can either remove it from your advertising strategy or go with a different promotional approach.
4. Don’t ignore automatic targeting
Once you have got a feel for Amazon PPC, it’s natural for you to go with the “manual targeting” keyword option rather than “automatic targeting”. After all, you have a better idea about which keywords will work best for your product listings.
Yet don’t underestimate the continued value of automatic targeting. This built-in automation is known to deliver results. If you haven’t used it in a while, it can also help you to discover new keywords trends to focus on with future manual ad targeting.
