Everyone knows the power of Amazon as a marketing channel. It has become the go-to place for everything that you could possibly need, from simple everyday items like clothes or home goods to professional recording equipment and tools. So what can it do for you as a business owner?
Amazon PPC advertising has become a powerful marketing tool for many businesses. By running ads on Amazon, you can enable sellers and vendors to buy visibility and exposure of their products at the top of Amazon’s search results, just like with any other search engine. The challenge is that there are always competitors looking to reach the top of these results and the number of sellers trying to achieve this is at an all-time high and continues to grow.
If you are going to enter this arena and try to play among the stiffest competition, you need to know everything you can about Amazon PPC and how to approach it. Today, Genius eCommerce will explain the different formats for advertising on Amazon and what you should do with your PPC campaign to make it more effective.
There are three different formats you should know: sponsored products, sponsored brands and product display ads. Sponsored product ads are keyword-targeted ads that promote individual products. Sponsored brands allow a specific brand to share their logo, a custom headline and up to three products in an ad with the ability to send anyone who does click to their store page or to a custom Amazon landing page. Product display ads are linked to Amazon product detail pages. These are ads available for vendors only to deliver relevant ads to shoppers with specific interests.
For a successful Amazon PPC campaign, you want to be familiar with the terminology Amazon uses with sponsored ads. Here are a few of these terms:
Targeting – You can choose to target your ads based on keywords, product ASINs, or product categories. Whatever you choose, be sure to consider doing some keyword research first to know some relevant terms within your industry.
Keyword Match Types – Keyword match types determine the degree of match between the keyword and search term entered by the customer. There are three different match types: broad match, phrase match, and exact match. Each has a varying degree of precision to best match the customer up with the right ad.
Negative Targeting – In any campaign, negative keywords can help sellers exclude unwanted search terms from the campaign. This helps provide more accurate results and ensures that the seller isn’t spending on ad placement for keywords that don’t apply to the business.
Campaign Types – There are automatic campaigns and manual campaigns and the main difference between the two is that a manual campaign gives you more accurate results. An automatic campaign is run by Amazon and Amazon makes the determination on what search terms are relevant. In a manual campaign, you get to choose the keywords and get great precision in targeting specific search terms.
Many sellers take out Amazon ads because they have a goal of increasing sales. With the knowledge of how to properly target keywords and get ad placement on the list of relevant search terms, you can start to see more success from your campaign.
With the help of the tips provided today by Genius eCommerce, you can now tackle Amazon PPC with new knowledge as you continue to grow your digital marketing efforts in the hopes of increasing online traffic and conversion rate. This is who we are and what we do, so continue to trust in Genius eCommerce for helping you achieve your digital marketing goals.
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