Look, if you’re not targeting the Amazon Marketplace, and milking it for what it’s worth, you’re essentially throwing away opportunities for sales that are basically laying right in front of you. You want turn additional profits, drive sales and increase your brand’s visibility, right? Running a PPC campaign will help you position your products in front of people who are already searching for like items
One advantage of using Amazon’s pay per click platform is, you’re really only competing with other sellers, as opposed to the full spectrum of online content ranging from blog posts and news to products, events and more that you’d find on Google and Bing with the same keywords associated with your product.
On the other hand, you’ll need to be aware that Amazon itself poses another set of challenges. There are literally millions of new products added to the site every single day, meaning your product, no matter how unique or relevant will get lost in the shuffle if you choose to skip paid advertising on Amazon altogether.
How to Opimize Amazon PPC – Which Metrics You Should Be Tracking
If you’re new to Amazon PPC, which is likely given the low number of users, keep things simple to start. As you become more versed in this space you’ll be able to drill down further into the pay per click advertising rabbit hole if you wish. For now, here’s a few things you should keep track of, so you’ll know whether your campaign is successful:
- Keywords—What terms will people use to find your product? You’ll want your list of keywords to be as specific and on target as possible, not vaguely related to your product, otherwise you’ll just waste money when people find that your listing was misleading. Keep an eye on how your keywords are performing and eliminate any that are either off target, or aren’t working.
- Spend—This is pretty straightforward. How much have you spent on your campaign. Keep an eye on this, as it can get out of hand fast if you don’t cap your daily spend or your keywords are way off base.
- Sales—You’ll want to consider the amount you’ve made in relation to your total campaign spend, as well as the deductions Amazon takes from each sale. From there, you’ll be able to see if you’ve made a profit, and can adjust accordingly.
- Average Cost of Sales (ACoS)— ACoS compares your average spend to the average amount you’ve made per sale. If you spend $15 dollars on an ad campaign, and make $100 in revenue, your ACoS is 15%. The lower the percentage, the better, but you’ll have to look into this more to determine your company’s sweet spot. Amazon’s metrics will break this all down for you, so you don’t have to be a math expert to figure this one out.
Here’s the thing. If you’re even considering using Amazon PPC, just give it a try. You’re only paying per click (as evidenced by the name), and you can set a daily budget that you’re comfortable with. Most sellers do experience an increase in sales after a few weeks, so as long as your keywords are on target, and you keep an eye on what’s working and what’s not, you don’t have much to lose. In any case, if you’d like to learn more, here’s a link to the tutorial featured on Amazon’s site.