Setting up an Amazon PPC campaign would end up being useless if you fall into these traps. Keep reading to see what they are!
Ever since Amazon introduced its advertising services in 2021, countless retailers have taken advantage of this feature to boost their store’s viability, rank higher on the search result page, improve the conversion rate, and generate a stronger sales record.
Given how effective Amazon ads can be, it should be no surprise if one day, you want to try these out yourself. However, managing an Amazon PPC campaign is no joke. If reckless enough, you can make these rookie mistakes that compromise the ad quality.
To avoid this problem, make sure to check out the list below!
1. You do not perform a competitor analysis
Many businessmen dismiss the importance of conducting an Amazon competitor analysis, believing it brings no benefit at all. But this cannot be further from the truth.
Learning about the marketing activities of your opponents allows you to have a fresher perspective on the market, identify their strengths and weaknesses, determine if you can go up against them, and decide which tactics to adopt and which to avoid.
When it comes to ad running in particular, a competitor analysis can provide you with valuable insights into the target audience, chosen keywords, bidding money, ad copy, and various factors that make or break a certain campaign.
Once you know about these details, working on your own ad approaches will end up being much easier. You can evaluate whether a term or phrase has hit the pain points of the customers or whether the time to display sponsored content overlaps with the peak shopping hours.
Instead of being unaware of what you are walking into, studying about other companies offering the same line of products gives you a thread to follow.
2. You do not have keyword research beforehand
Whether your ads are shown to the right section of customers or not depends on which keywords you decide to bid on.
If you manage to find out exactly which terms and phrases customers usually use to describe a specific item, your ads stand a higher chance of being displayed to those with a high buying intent.
Vice versa, putting random keywords that you think will align with the mindset of customers will significantly reduce your ad impressions. As far as keywords are concerned, having concrete proof is the best way forward.
Fortunately for you, various third-party websites provide a comprehensive analysis regarding which keywords are being viral or how frequently the keywords are used on Amazon and other search engines.
Getting access to this knowledge enables you to bid your money wisely, craft your core message more carefully, and have more effective ads in general.
3. You do not keep track of how your campaign goes
Once your ads start getting placed on the search result page, it is tempting to let nature take its course and pay no further attention to them.
However, neglecting your campaign can be detrimental to the outcomes. Sometimes, problems can arise mid-way. There might be a slight change in the keywords, causing the ads to appear off the targeted timeline. Or, the competitors may decide to run a campaign that overlaps with your audience, pushing your ads to the second place.
If left untreated, your ads may end up being completely a waste of time and money. That is why constant check-ups are a must when running Amazon PPC.
Being updated about the status of your campaign gives you more room and time to react if things go south and make necessary adjustments that boost the ads’ efficiency.
4. You forget to optimize your listings
While Amazon PPC can redirect viewers to your web pages, it alone will not suffice to convert them into shoppers. The job falls into the hands of your listings, including your ad copy and visual assistance.
A neatly organized, well-written product page with titillating photos is far more attractive to customers than a floppy page with walls of text and blurry images.
Therefore, always remember to keep your content short, concise, and info-packed. Use bullet points everywhere if possible to level up the readability and spare potential buyers the pain of reading through endless paragraphs.
Choose photos that best showcase the features of your items and add in a video if circumstances allow. Ensure your listing is in top condition so that whenever a customer visits it, they are drawn to the product immediately.
5. You miscalculate the money involved
A PPC campaign is considered successful if you can minimize the overall ad spend while maximizing the ad sales, resulting in a low ACoS.
Nevertheless, many sellers fail to take into account their average conversion rate and the pricing of the advertised products. As a result, they tend to bid without further investigating whether this amount of cash will turn out profitable.
If done recklessly, you may end up spending way more than you get in return.
For example, your conversion rate is about 15%, and the cost of each item you sell is $12. When entering Amazon PPC, you bid $1 for every click. This means for every 6.6 clicks, you would get an order. 6.6 clicks would be equivalent to $6.6, so the cost per acquisition is gonna be $6.6.
Subsequently, the ACoS would be 66%, an overwhelmingly high number compared to the average 10%. If continued for a long time, your budget will suffer.
Above are just a few examples of what can go wrong when running an Amazon PPC campaign.
If you want to avoid these mistakes and keep your ads as lucrative as possible, you might need to check out this website for further advice. Then, treat yourself to customized suggestions on how to improve your Amazon business with a team of professional marketers right away!