[Tip Sheet] Top 3 Amazon PPC Management Tactics to Increase Traffic, Get Noticed, and Reduce Wasted Ad Spend
- Cory Checketts
- On January 10, 2020
- amazon advertising tips
You’re probably aware of the advent of Amazon Sponsored Products and Sponsored Brands advertising, but you may not know the depth of these advertising tools. These three Amazon PPC management tactics will help you increase traffic to your products all while reducing ad spend.
1. RUN ADS FOR YOUR BRANDED KEYWORDS
First off, what are branded keywords? These are the keywords that contain your brand’s name. Searchers who use branded keywords are more likely to be familiar with your brand, and branded keywords are up to four times more likely to convert when compared to their organic counterparts.
Okay, so what does this mean for you?
You’re losing sales by not running ads for your branded keywords. And chances are that your competition is running ads for your branded keywords and taking sales from you.
Amazon gives brand owners an undisclosed discount for their own branded keywords. This means you can deter competitors from making sales off of your branded keywords by setting the bids for your branded keywords higher than normal, ensuring that your competition will get charged more per click.
2. AVOID RUNNING OUT OF ADVERTISING BUDGET EARLY IN THE DAY
If you run out of ad spend early, you should increase your advertising budget for that day so your campaign(s) will still run. Then pull the Search Term Report to see where clicks are coming from. Once you’ve identified where and how your budget was spent, you’ll be able to take steps to fix your problem.
Additionally, check your sales report to find out what times and days see the most conversions. For days and hours that aren’t converting, consider turning off your ads in order to save your spend for better sales windows. You can also use Ad Scheduling in Ignite to do this so that you only display your ads at opportune times.
3. RUN CAMPAIGNS FOR NEGATIVE KEYWORDS
Think of negative keywords as anti-keywords. If a keyword is a term that will get your product discovered,
then a negative keyword is a term that will block it.
How do you know when you should be using negative keywords? Typically, if you see higher than normal ACoS percentages for a campaign then you need to switch keywords that don’t convert into negative keywords.
Becoming an expert advertiser takes time and patience. If you can avoid costly mistakes early, you’ll be leaps and bounds ahead of your competition. Ready to put the power of superior Amazon Advertising in your hands? Sign up for your free 30-day trial of Ignite.
Need help managing your ad campaigns? The Seller Labs Amazon PPC Managed Services team is standing by to help manage your advertising so you can focus on other areas of your business.