Amazon PPC Guide – How to Advertise your Private Label Products on Amazon

Amazon’s Pay per click (PPC) advertising platform allows you to sell more products online. All you need is to create and manage your Amazon PPC campaign properly, which is very simple and easy, and all your products will be sold faster that will further increase your ranking.

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How paid search works?

Amazon receives millions of long term search queries every day, especially from purchase-ready customers. People rarely do window shopping there. They type www.amazon.com and enter the desired product name in its search engine. Results of products returned in response are called organic results. Paid results are those mixed with organic results and also appear on the right column.

Amazon Pay Per Click Campaigns: The Strategy

Creating the Amazon PPC campaign is fairly simple. But you need to understand its strategy well before you start it.

Let’s know this in brief outline of how we will run these PPC Campaigns:

  • Run campaigns to find profitable keywords that convert to sales.
  • Stop using keywords that don’t convert and don’t target them.
  • Focus on the keywords that convert well and bid on them.

The key metrics of the Amazon are: Advertising Cost of Sales, Attributed Sales, Impressions (the number of times your ads were displayed) and number of clicks on your ads.

How to create your first campaign?

You have to pay attention to only a few settings and campaign becomes super easy. The first thing is the name of the campaign. Make sure that the name is descriptive and it is easy to scale when you create new campaigns and ad groups. Basic campaign settings are: campaign status, average daily budget, date range and campaign targeting.

How much should you spend on advertising?

It depends on you; what is your budget, how much you are willing to invest in long term and much more. But, if you are getting customers profitably, it is advisable to spend on your ad with a better amount.

One metric to help you here is the Average Cost of Sakes (ACoS) that will help you calculate the ideal cost before you start with your campaigns. To calculate your ideal ACoS, you will need following factors: selling price that you are selling your products for, cost of goods that you are paying to the supplier on per unit basis, All FBA Fees, miscellaneous variable costs (cost of shipping, packaging, etc.), except promotion and discount costs.

Creating your First Amazon PPC campaign involves the following steps:

  1. Start your automatic targeting campaign by clicking on”Create a Campaign”.
  2. Start your manual targeting campaign that allows you to upload selected keywords’ list.
  3. Import your keywords.
  4. Run the campaign for a week without making any adjustments.

Optimize Your Campaign

The last and most important step is to optimize your campaign for selected keywords. The Amazon PPC advertising platform is easy and simple, not only for management, but for optimization too. You have to focus on the following areas for campaign optimization:

  • Filter the keywords by ACoS: Identify the keywords that convert to sales and at what ACos, after a week.
  • Filter by Order Numbers: Helps you check the keywords that convert the most.
  • Filter the Keywords by Spend: Filter by Spend to make sure that you know all of the keywords that you are investing in.
  • Bids: If keywords are converting, but at ACoS, then adjust the bids accordingly.
  • Broad Match: Most of the time, this is the only match type offered by Amazon if you want to control searchers accurately for which you have to employ negative keywords.

Now, you are ready to start with your Amazon PPC campaign. Good Luck!

Summary:

If you want to increase sales for your private label products faster, then Amazon’s Pay per click (PPC) advertising platform comes with an easy, simple and effective solution for you.  Here’s your guide.

 

 

 

 

 

 

 

Ad Extensions and their Importance

The primary objective of Ad-words is to provide customers with useful information. For this purpose, Ad-words use ad extensions. Ad extensions usually include phone numbers, location details, information about additional products and services, etc.

To setup Ad-words is easy and it does not cost a penny extra.  By using Ad-words, you can expect a boost in the click-through rate. Ad-words help in projecting your ad so that they stand out from the rest and get more clicks. You can hire the services of a PPC reseller agency to ensure maximum benefits to your ad campaign.

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Few Ad Extensions and Their Importance

Site-link Extensions: A Site-link extension is a form of ad extension which provides opportunity for advertisers to show a list of links. These links when clicked by customers will take them directly to the internal website of the advertiser. Customers usually find this information to be useful.

These Sitelink Extensions make your ad look bigger and allow you to occupy more space in SERP. They also help to provide more exposure to potential customers. Another advantage of sitelinks is that it provides customers with valuable information with a fewer clicks and thus less work for them.

To add sitelinks is easy. Select your campaign and then click on the Ad Extensions tab. Now from the View > drop down menu, select the option “Sitelink Extensions”.

By clicking on the “+New Sitelink” button, you can add new sitelinks. The link headline and destination URL should be set up.  You can create 2 to 6 sitelink extensions in your ad campaign. Sticking to an even number is good as it allows keeping the format neatly.

Call Extensions: If you business depends a lot on phone calls for obtaining leads, then including call extensions in your ad campaign is a good option. AdWords do not allow adding phone numbers directly to the ad campaign. Using call extensions, you can easily add a phone number to your ad text. You can also do additional optimization by scheduling a specific time during the day when you need to run them.

To set up call extensions is simple. From the View drop down menu, select the option “Call Extensions”. The next step is to enter your business telephone number. That’s it.

Google forwarding is a key feature that you can set up in Call Extensions. A unique number is provided by Google. You can then use this forwarding number to track the calls received from AdWords.  This tracking facility provided by Google is a powerful feature. The downside of this exciting feature is that Google knows when customers are calling this number so that they can charge from you. But still it is worth a try.

Location Extensions: If you wish to list your business address in your ads, you need the location extensions. You can get your address displayed in your ads in two ways. For those who have a “Google My Business” account, creating a link to that will allow ads to draw information from it. If you do not have a “Google My Account”, you have to manually enter the address in your ads.

For adding location extensions, go to View drop down menu and then select the option “Location Extensions”. For those who have Google My Account, link your account by clicking Addresses and then selecting the correct account to your ad campaign. For others, select the option “Manually Entered Address” and then click on +New extension. Now, enter the relevant business information and then apply this to your ad campaign.

Conclusion

Ad extensions are really useful in providing useful information to customers. A PPC reseller can help you choose the right ad extensions to suit your business goals. When correctly added to your ad campaign, it can generate a lot of quality feedback. A PPC reseller can also help you devise the right techniques to implement the extensions correctly.

How to Deal with the Rising Costs of Branded CPC’s

A lot of talk is going on about the sudden decline in the price of Google CPC and the factors causing the decline in the price in the last few quarters. Some people have attributed the reason for the decline as the rise in the popularity of mobile whereas others have come up with the sudden rise of YouTube as the reason for the decline. Whatever be the reason, the price of CPC is has been coming down in the last 11 quarters.

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At one end as the price of Google CPC is coming down, the price of branded CPC is on the rise. As an experienced PPC Reseller, we should look at how we can deal with the rising cost of branded CPC’s.

Changes are taking place. The use of mobile has increased quite drastically and the quality of landing page has improved over the years. Google built their business model with the impression that it is raising the floor to drive results. But, it is more risky than rewarding. As the condition is changing, and dealing with the changing condition is a big question.

Tips for Dealing with the Price Rise

  1. Quality Score Review: Most of you never spend time in reviewing their quality score and the factors that influence the quality score. Everyone takes it for granted and does not give any importance to optimization based on the quality score. With the help of a PPC Reseller, you may be able to have a close look at what is happening. You can see that when the quality score drops, CPC starts to increase. So if you wanted to keep the CPC down, you should spend some time to improve the quality score. When the quality score starts increasing, CPC will automatically come down and this trend is likely to continue.
  2. Consider your Competitors: The popularity of online advertisement is on the rise. Even though the price of Google CPCs has come down drastically in the last few quarters, you can see that the revenue it has been generating from advertisements is increasing. The reasons for the growth in revenue are factors like rise in user behavior, entry of competitors into the market, small business and big brands that haven’t played in the paid space.

Looking at the competition that is prevailing in the market will help you understand how your data points have performed.

  1. Optimization of Bid: Most brands and advertisers consider their brand to be no 1. This thought needs to be challenged. Closer bid is considered as valuable for branded keywords. When your ranking goes up and your CPC decreases, does that mean incremental traffic is worth the increase in cost? As a brand owner, you must try to become more efficient and draw value of the high click-through-rate.

Conclusion

The value of branded CPC is on the rise and it is our responsibility to play it safe. With the help of a PPC freelancer, we have to make the optimizations for dealing with the rise in cost of CPC.

Enhance Quality score with 5 simple steps

Quality Score is a value employed by key PPC platforms like Google AdWords, Bing Ads, and the likes and aids in determining the suitability of Promotions displayed in the search results, its position, and the amount to be paid by the advertiser.

As the Quality score increases, the advertiser is made to pay less in clicks when compared to competitors on that keyword. Easy enough, however, there are influences to consider when analyzing QS.

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Quality Scores are rated by a range of 1 to 10. A keyword with a Quality Score of 7 or more is said to be beyond average. When the keyword’s QS is small (2 or less), the ad may not be considered eligible. For promoters who do not plan to spend much, it is essential to target QS to drop its cost so that the ROI can increase.

While understanding and enhancing for QS can appear convoluted, the following are five easy stages to target in your PPC account to improve your QS, cut costs, advance your ad position and enhance the performance of the PPC promotions.

  1. Account structure

Establishing an efficient and methodical account structure is the major element of your quality scores. Making sure that ad categories and promotions are structured into closely related titles of keywords will serve as a basis for solid QS.

  1. Keyword/ad copy/landing page relevance

In improving quality score, ask yourself these questions. Do the keywords apply to the correlating ad copy? Does the ad copy correspond with the materials on the landing? The keywords you are focusing on should correspond with the correlating ads. The result is that the ads will point guests to a web page which correlates with their search query.

Platforms such as AdWords place importance on correlations within the keywords, ad copy, and landing pages. Doing this will not just increase you QS, your conversion rate will also be affected positively as well.

Platforms like AdWords value a high degree of relevancy between your keywords, ad copy, and landing pages. This will not only help improve your QS, but will help improve your conversion rate as well.

It’s important to follow best practices for PPC landing page user experience when optimizing your QS. Keywords and ad copy text should be reflected in the first content a visitor sees when entering your landing page. Content should be clear, useful, and engaging for the user.

  1. Make landing page memorable

In the process of enhancing your QS, ensure that your PPC outsourcing manager stick with the recommended actions of making user’s visits memorable on your PPC landing pages. The content that is shown to visitors should visibly present your keywords ads text. Unique and informational are qualities that your content must have. The landing page should address the queries which the visitors searched for. You should also make sure that the desired action is visible from the second they get to the page. That may be a buy, form completion, etc. Find out what better suits your audience.

  1. Clickthrough rate

When allocating Quality scores, the projected clickthrough rates (CTRs) are considered. As it is, keywords with high CTRs will have a high Quality score, which is why enhancing CTR is important for anyone aiming for high QS. By asking for exact and phrase match keywords before attempting to expand focus to an overall match, you can focus properly on your keywords. Using an expanded match adjusters can also improve the control and make sure that ads are not prompted by the wrong search queries.

Focusing on a strong keyword is a good beginning. If you have a strong keyword list, then you should target ad copywriting.

  1. Keyword research

You should always watch out for the latest and high quality keywords to bid for as a constant PPC promoter. Keywords are a crucial element to your campaign and your choices will either make or mar the results of your PPC promotions.

Enhancing Quality scores may appear stressful initially. However, your decisions and adjustments can affect your results positively. While using it as a lone performance indicator isn’t advisable, QS can aid in evaluating correlations and the overall performance of your PPC profile and should therefore be watched closely.

 

Google kills Right Hand Side Ads: what does this mean for marketers and users?

As we all know that Google has removed the right side ads from its search bar globally. What this change will bring towards the marketers and resellers? Some people say that showing ads on the right side of SERP will become more expensive and you will have to pay some extra if you want to show your ads on the right side.

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Four ads on the right side of SERP have now shifted towards the main searches. Now ads show above the search links. To understand this we have taken the suggestion of some SEO experts and you may get an idea on why Google has done so.

Is this way Google will generate more revenue?

The clear answer is income and I’m sure that is a major factor of course. But I think it’s probably a balance between this, and an even more modern, perhaps centered, search experience which reflects mobile vs. desktop and gadget results. Ultimately changes such as this have to be beneficial to the search experience, otherwise, Google ultimately ends up going after short-term earnings rather than long term market share.

Thus not content with the existing 2 or 3 adverts, plus the Google shopping results, plus any other self-promoting comparison widget they put up, Google in the wisdom has decided to expand the real house of PPC in the key almost all the Search page results at the expense of an organic and natural spot.

How will this affect organic search?

We may be able to of course panic and bemoan the death of above-the-fold organic and natural SERPs but this may well not necessarily be the circumstance. With the rise of ad blockers, whatever anybody is performing with their advertising can potentially become irrelevant.

Hoping the worst thing would be, site owners and SEOs must do what they have always been doing – compete against paid ads. If you ranking for a commercially significant keyword be sure to do everything in your power to make your organic and natural position stand out – meta tag optimization, Schema and other options suited to your unique site. Ads will evolve, becoming more interactive and how it looks attractive – this means you mustn’t be left in the back of.

Irrespective of my moaning, and hankering for the good old times, I think it makes things quite interesting for SEO. The extra PPC spot is expected to be for superior conditions (for now). These types of conditions are highly expensive every click, so it’s to the white label ppc vendors to determine whether the top place is worth it, or whether it would be an interesting bidding conflict to lose and then to vie for the organic and natural spot above the fold.

A good strategy would be to force organic and natural and take a lower PPC position. With the right tracking tool, alerts can be applied on organic and natural positions to respond accordingly for the bidding process. This blended search way will be won by the most competent, well-equipped digital teams.