10 Amazon PPC Mistakes That Are Eating Your Advertising Profits
In December 2022,Amazon received nearly 2.9 billion visits. The ease and convenience provided by the e-Commerce platform has resulted in a massive increase in the number of users. With more people turning to online shopping, sellers have no choice but to take advantage of the medium to maximise their profits. To win big on this platform, you must master theAmazon PPC (pay-per-click) strategy.
Because the intent is so strong,Amazon visitors are more likely to make a purchase. But here's an interesting fact.Almost half of these people do not read past the first page. If your product does not appear on the first page, half of your visitors will not see it.
#1:Alack of a well-defined strategy
Without a clear strategy forAmazon PPC management, you've already lost the game. When you define specific goals and objectives for your advertising campaign, you can easily track and optimise it to meet the needs of the situation. Some common goals and objectives for your PPC campaign are as follows:
• Increasing total sales as well as profit per unit sold
• Increase the visibility and demand for the newly released product.
• Improved product branding through targeted campaigns
• Improved product ranking using low competition, high volume keywords.
• Rapidly increasing market share with ProductAttribute Targeting (PAT) for sponsored ads
#2: Ineffective Campaign Structure
An Amazon PPC campaign that is not properly organised and structured can be disastrous. The most common example is incorrectly grouping many products within a single ad group.
It is best to create one campaign for each ASIN. If you have many products, you can create a PPC campaign by grouping them similarly. Variable products can be placed in different ad groups within the same campaign. It is best not to repeat the basic structure once you have it. Investing in a good campaign structure makes it easier to understand, analyse, and measure its performance.
#3: Ignoring Keyword Research
Undermining the significance of keywords can have a negative impact on the performance of your campaign.Athorough keyword research process should be an essential part ofAmazon
PPC management. It enables you to collect many keywords related to your product. Don't limit yourself to the primary/main keywords. Secondary keywords, synonyms, and broad keywords should all be included in the list.
Just make sure the keyword is relevant and has a high search volume. To find the right keywords that customers frequently use to search on Amazon, use a good keyword planner tool. To attract customers and outperform your competition, you must also bid on your own brand's keywords.
#4: Treating Amazon as if it were Google.
Amazon and Google are two distinct platforms. Both have distinct algorithmic structures and techniques for search engine optimisation. Because ads on the e-Commerce platform are structured differently than on Google, strategies that work perfectly on Google may completely fail onAmazon. It is critical to understand the critical distinctions between them.Amazon Advertising Education, accessible via theAmazon Learning Console, is an excellent resource for mastering theAmazon PPC campaign.
#5: Overreliance onAutomated Campaigns
Running automated campaigns appears to be the best bet because it is simple and quick. However, it is not always ideal, and they should only be undertaken after careful consideration. The platform's algorithm generates keywords automatically, which greatly simplifies your work. However, these automated campaigns are not always accurately and effectively targeted. Ads are frequently not shown to the right people, wasting your money.
Manual campaigns can be more precise and practical, with a significantly higher marketing ROI. In the case of automatic campaigns, it is also critical to keep a close eye on bidding amounts. Irrelevant impressions can lead to campaign failure despite massive spending.
#6: Making Consistent Changes
This is a typical example of campaign over management. You make too many changes in a short period of time. You can, of course, monitor the progress of your campaign on a regular basis. However, a run time of 7-10 days is recommended before making significant changes. The number and type of campaign changes should be planned well in advance. It makes sense to change the bids more frequently than the campaign's basic structure.
Frequent keyword changes will be largely ineffective due to resource waste and the need for more information for effective decision-making.
#7: Incomprehensible Product Listings
In anAmazon PPC campaign, the product listing page can make or break the deal. Even the most effective PPC strategy can be rendered ineffective by a poor product description page. Visitors who click on your ad expect detailed information on price, quality, features, benefits, shipping, returns, reviews, and so on before making a purchase. They will convert only if the information is complete, clear, and relevant.
#8: Negative Keyword Ignorance
Negative keywords should not be separated from yourAmazon PPC management strategy. This can be a costly mistake. If you only sell ethnic clothing, you don't want your ad to be seen by people looking for office wear. Most people will click on your ad out of curiosity but will never purchase. This will increase your marketing budget while decreasing conversions over time.
Negative keyword use that is effective will result in targeted campaigns, higher conversion rates, and better financial control. Several irrelevant terms can be removed from customer search queries to ensure that ads are only clicked by people who want to buy the product.
#9: Inadequate Inventory Management
On an e-Commerce platform likeAmazon, orders are everything. If a visitor clicks on your ad and the product is frequently out of stock, he may leave and go to your competitor's website at your expense. The ads onAmazon will gradually cease to run with no conversions, and organic search rankings will soon fall. Make sure the stock is well replenished and cut back on the ads if you're running low on inventory.
#10: Inadequate Knowledge & Expertise
Let us face the harsh reality. Only after you've tried and failed with strategies that don't produce the desired results do you know what clearly works inAmazon PPC. Prior campaign experience (and failure!) is a great source of brand leverage.As a result, a lack of expertise frequently leads to disastrous outcomes and cash burns.
Even seasoned professionals should not rest on their laurels. Technology is constantly evolving. It certainly becomes more difficult for humans to consistently outperform machines in the long run. There are numerous free resources available online to help users stay up to date on the latest developments. You can take theAmazon Learning Console test and becomeAmazoncertified to run ads.
Conclusion
It can be aggravating to see your PPC campaigns not performing as expected. The most difficult part is determining what went wrong during the process. However, avoiding these common pitfalls can save you time and provide a significant boost to yourAmazon PPC management efforts.
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