Do you want to ensure the success of your Amazon PPC campaign but do not wish to spend too much? Check out the article below for more information!
Running an Amazon PPC campaign is a reliable option should businesses want to scale their sales and reach out to more customers. However, planning, coordinating, and executing a whole series of ads is no piece of cake, especially if you are on a tight budget.
For small and start-up businesses that wish to optimize their campaigns using limited spending, let’s have a look at the suggestions below.
How To Optimize An Amazon PPC Campaign With A Low Budget
1. Determine your target audience
If you want your ads to be exposed to all female users within the age range of 18 to 25 on Amazon, chances are you will end up paying through the nose. Not only does a wide target audience cost you more than needed, but it also decreases the effectiveness of the sponsored content.
Therefore, most retailers should narrow down the intended customers using the most specific categories.
For example, if you sell fashionable earrings for women under the age of 25, you need to be a bit more detailed about your buyer persona. Besides their age, what are the interests and hobbies of these potential shoppers? How much are they willing to spend on your products? What are their occupations? Are their jobs suitable for the kind of products you offer?
Addressing these concerns will give you enough foundation to figure out the group of Amazon users you have to focus on. From there, you can channel your resource into a particular area, not wasting it on non-convertible customers.
2. Do keyword research
Keyword research allows you to pick out the most relevant and high-performing phrases that tie with your listings. Furthermore, it gives you a general idea of how much each keyword might cost, so you can avoid highly sought-after keywords that can raise the bidding money.
With the help of various third-party websites and extensions, having a look at the shopping behaviors and mindsets of Amazon users is relatively effortless. Once you learn about all the potential terms and phrases, you will be able to detect low competition but high intent keywords.
While the process is admittedly time-consuming and demanding, rest assured that using the right keywords can save you lots of money and bring in noticeable outcomes at the same time.
3. Pay attention to ad copy
Your ranking on the Amazon search result page alone will not decide whether your customers choose to click on the ad or not. What you write in your post – or how you navigate Amazon SEO – also plays a role in determining the clickthrough rate.
No one wants to engage with a hastily written piece of ad where no valuable information is provided. Hence, invest in compelling, attention-grabbing texts that instantly pique curiosity. Do not forget to include informative details regarding the unique selling points of what your store has to offer so that the customers know what to expect.
Depending on the device, try to limit the number of characters appearing on the post for the best visibility. Remember to dial down on keyword-stuffed copy, or else the readers would feel forced and awkward reading the content.
4. Upload a high-quality photo
Similar to the importance of ad copy, ad visuals are another factor that retailers tend to ignore. When being shown tens of product listings, the ones with alluring imagery are more likely to earn a clickthrough. Experts suggest you use a white background photo since the color helps to bring out the most distinctive attributes of your items.
Since most high-quality images can be found on the Internet for free, you do not even have to worry about taking these photos yourself.
5. Only use manual bidding
Amazon has two bidding options available for sellers using PPC ad services, namely automatic and manual bidding modes. While the former drives more impressions and stands a higher chance of expanding your customer base, it does not have a cap on the spending and usually costs a lot more than you anticipate.
If you want to control the amount of bidding money, regulate the bids on your own. You might not acquire as many leads, but you certainly can prevent overspending.
6. Stick to exact keyword match
Amazon consists of three keyword match types, including broad, phrase, and exact keyword match type. The first two types cover more inquiries from potential buyers, which means they bring back more impressions and a higher clickthrough rate.
However, not all of the traffic is high intent, so there is a chance you lose money on garnering unnecessary bids. This is when exact keyword match type becomes useful.
As the name already indicates, your ads will only appear on the search result page if the customer puts in the identical term when choosing this mode. Therefore, not only does it bring about strictly relevant leads, but it is also more economical.
7. Include negative keywords
If you do not want the wrong audience to find out about your ads, click on them, and cost you money for nothing, putting negative keywords to the PPC campaign is ideal.
Such keywords will stop your ads from featuring on the feed of those who need things you cannot provide, thus saving the time and effort for both parties involved.
For example, if you sell reusable bamboo straws, common negative keywords should be “plastic straws” or “single use straws.”
Launching and monitoring an entire Amazon ad campaign requires not just time and money, but also effort from the sellers. In case you need a helping hand with these tasks, consider reaching out to Olifant Digital and hearing what they have to offer.
A team of professional digital marketers is more than willing to assist you in optimizing your ads, so grab the opportunity right away!