PPC rockstars have virtually perfected the craft
of serving up conversion-friendly search ads against intent-heavy web searches.
In the last few years, in particular, AI and machine learning have fueled
extraordinary advancements in PPC by enabling unprecedented targeting and the
improved performance that results when ads are shown to the right
Everyone working in the industry has learned a lot from working with Google Ads along with related channels, like Microsoft Advertising and Facebook, whether they’ve been doing PPC 2 years or 2 decades.
In fact, we’ve all learned so much in those powerful channels, PPC pros are more than ready than they may think to take on the conversion wonderland of Amazon Ads. The similarities of how to manage traditional PPC and Amazon PPC are so plentiful, and Amazon’s ad platform is growing so quickly, that PPC professionals would be remiss not to extend their PPC services to Amazon Ads.
Of course, there are skills and nuances specific to Amazon, but overall, the management techniques that elevated great PPC marketers in Google Ads also work in the Amazon advertising system. People search in much the same fashion on Amazon as they do on Google and Bing. They may start broad with searches such as “women’s dress shoes,” but they’ll also get highly specific such as “[brand] [model] women’s shoe size 7 ½ turquoise.”
Like the big search engines, Amazon is a
phenomenal platform to guide a customer on their journey to a conversion. It is
perhaps the most powerful tool to do so from a consumer goods standpoint.
The four optimizations you can’t miss doing on Amazon
Here are four specific PPC techniques that will help you master Amazon Ads, and chances are you’ll be very familiar with these concepts from your time managing Google and Microsoft ads:
- Add negative keywords: Be proactive about stopping wasted spend on irrelevant queries. In Google, we mastered this process with negative keyword mining for Search and Shopping Ads. We can increase profitability by cutting out clicks that cost money but don’t convert.
- Mine search queries for new keywords: Identify good new keywords and manage their bids to reach your goals, for example, a target ACOS that helps reach profitability. Essentially, if a query looks promising — driving conversions, for example — add it as a keyword. This signals to the engine you like this keyword and want to continue showing for it. When you add the query as a keyword, you’ll gain greater control of the bid and be able to more readily hit your target.
- Manage bids to keep ads visible: Think of the value of ad slots above the organic content on Google. In a similar fashion, Amazon helps you set bids to maintain strong visibility. In Amazon lingo, these are called “suggested bid” and “suggested bid range,” and their values are updated daily. Update your own bids on the same daily schedule …read more
Read more here:: marketingland.com-sem