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How to Optimize Amazon PPC Ads

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Optimize Amazon PPC Ads

Well-managed Amazon PPC ads can create a huge source of revenue for sellers.

PPC is an incredible opportunity for seeking out new customers, and the best thing about it is you don’t pay for it until your ad gets clicked.

But just because someone has clicked your Amazon ad, doesn’t mean they will purchase your product. To make every single click pay off (generate revenue), it’s critical to advertise to the right people.

The best way to pre-qualify your traffic is with targeted keywords, but that’s only the beginning.

While Amazon PPC is fundamentally similar to AdWords and other search engine display ads, there are a few key differences. The good news is that the Amazon PPC platform is far simpler than any other search engine offering, so it can be easier to get up and running with no experience. However, fewer settings means less control. And while it’s tempting to automate the entire process, PPC success comes from a mixture of manual manipulation and strategic automation.

Understand the fundamentals of Amazon PPC

Before you get started with Amazon PPC, there are a few key definitions to be aware of:

Campaign. This is the highest hierarchy level for PPC ads. The overall budget can only be set at the campaign level. Most Amazon sellers create a campaign for each product category.
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The Most Profitable Items for Amazon FBA

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Profitable Products for Amazon FBA

Amazon Sellers continuously add to their roster of products and are often on the hunt for the next best thing. When you’re ready to expand your Amazon business with readily profitable products, you have to know where to start.

There are a variety of factors that make something profitable on Amazon. Here are the top things to consider and product types that meet the mark.

How to determine the most profitable items

Price. Due to FBA fees, it’s very hard to make money on a product that costs less than $10, even if you sourced it for cheap. That’s why so many Sellers won’t attempt to carry products that cost less than $15. On the flip side, attempting to sell something that costs hundreds of dollars is also a risk, so you’re best capping the final sale price at around $250.
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Branding Tips for Amazon Sellers: Stand Out in Your Go-To Channel

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So many Amazon Sellers focus on retail arbitrage and retail arbitrage only. While shopping for clearance items and reselling them can be a great source of revenue, it locks you into what you can buy and sell that month. If you’re ready to create an Amazon business with true longevity, then you need to create a brand.

Here we’re covering tips for custom products and white labeling–whether you have a branded product available on Amazon already or are just getting started and leaping out of retail arbitrage for the first time.

Get out of a product mentality

The first step to creating a recognizable, meaningful brand is to think more holistically. Most Sellers think only about the individual products.

How much can I buy it for?
How much can I sell it for?
How many can I find?

When you operate your Amazon business only on that granular level, you inhibit your own growth. Instead, try adopting an audience mentality. This means that you’ll start asking yourself questions about what your audience wants and needs.
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How to Increase Your Amazon Conversions

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On the Refunds Manager blog, we’ve already talked about how Amazon Sellers can improve SEO, but what about CRO?

For those of you not familiar with that bit of marketing lingo, it stands for Conversion Rate Optimization and it refers to the steps you can take to improve conversions (increase purchases) on your product pages.

While SEO entails getting traffic to your page, CRO means controlling what that traffic does when it gets there.

Increasing your conversion rates on your Amazon products won’t just make you more money in the short term, it will also increase your chances of winning the Buy Box–because Amazon wants to show customers the products that sell–and so will increase your profit in the long term too.

Pro tip: only use CRO techniques on your branded product pages or for products that you own more than 95% of the Buy Box. Otherwise you’ll drive up sales for someone else!

Strengthen your value proposition

This tip applies to branded items specifically. Let’s say there are tons of noise-limiting headphones for children on Amazon being offered by several different brands. All of them are colorful, comfortable, and safe for young children to use. And they’re all right around $20.

What could possibly make yours stand out?
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7 Social Media Tips for Amazon Sellers

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As an Amazon Seller, you want to do everything you possibly can for your business to succeed. No matter what business you start these days (from a mom-and-pop ice cream shop to an enterprise level software company), someone will tell you to jump on social media.

While it might seem that social media marketing exists only to sell social media marketing, there are some key benefits to using it strategically to build your Amazon business.

Follow these tips to see not only increased brand awareness, but better Amazon product conversions.

Know whether or not social media makes sense for your Amazon business

You’re an Amazon Seller. Your number one channel is Amazon–where customers migrate to all day long without you telling them to. Do you really need to do social media?

Probably.

Roughly $88,000 is spent on Amazon every single minute, and to have a shot at some of that revenue, you need to take a multi-pronged approach that includes traffic to your page from Amazon search, Google search, and both paid and organic social media traffic.

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Multiple Sellers of the Same Item? What That Means for Amazon Sellers Using FBA

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Ignorance is bliss. Well, not when it comes to using Amazon FBA to sell a non-unique item. For certain hot items (say Princess Elsa dress up shoes, for example) there can be 40+ different sellers.

Here, we’re covering the opportunities and the downfalls when it comes to multiple Amazon sellers of the same item.

The Buy Box is everything

Of the sometimes dozens of Sellers for a single item, the customer is most likely to buy from whoever Amazon recommends in the Buy Box.

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Most customers will use the “Add to Cart” option, which typically shows Sellers whose merch qualifies for free shipping. Sometimes, customers will click on one of the other three options (if they want to pay a lower price + shipping because they aren’t going to buy anything for this order). But as for the other 37 Sellers not on this page? Forget about it.
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Steps You Can Take to Show Up in Amazon’s Buy Box

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Steps You Can Take to Show Up in Amazon’s Buy Box

Updated November 30, 2017.
While it might sound like something fun you can just jump into, Amazon’s Buy Box is actually an incredibly complex algorithm that can make or break your success as an Amazon seller.

The Buy Box is basically the Add to Cart button, and if you’re an Amazon Seller, that’s where you want to be on the product page. Amazon’s algorithm chooses which seller will show up here. Amazon’s main goal is to sell products, so they award it to the seller with the best success (and the best chance of making more sales).

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So, here’s how it works: You rent the buy box for a period of time. It’s a share, not something you own at all times. What percentage of time you rent it is what you want to improve. But of course, to be successful with your efforts, you have to be strategic.

Choose the right segment of your catalog to focus on at the right time

An Amazon seller’s work is never done. If you have a high share of the Buy Box, say 95% or even higher, you still have to protect that by increasing your conversions of that product.

But if you have a low share on a certain product, then you shouldn’t focus on increasing conversions of that product for someone else. Instead you’ll be concerned with upping your share. So, the very first thing you have to understand about the Buy Box is that you will approach it based on where you currently stand for each listing.
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