Amazon PPC Tool Quick Start Guide

Learn what to expect, how to navigate, and where to start when mastering an Amazon PPC tool.

As Mark Twain once said, the secret of getting ahead is getting started. But in many instances, getting started can be the most challenging part.

That much is certainly true regarding Amazon PPC and software designed to simplify and add sophistication to Amazon’s advertising platform. Since Amazon Advertising is still very much in its early stages, there should be no expectation to know where to begin.

So we’re here to help guide you in the right direction and provide a basic knowledge of the Viral Launch advertising platform. Once you know where things are, what to look for, and what’s included, everything else begins to make much more sense.

Just like we must learn to walk before we run, you’ll need to understand the basics of Viral Launch’s PPC automation and management tool. Then, you’re free to start implementing advertising strategies that take your business to the next level!

Of course, first, you’ll need to set up a Viral Launch account that includes access to Viral Launch’s advertising platform, Kinetic PPC.

Sign up for our FREE Amazon PPC Playbook. With training from experts guiding you through all steps, you can perform PPC like a pro and dominating on Amazon!

First, you will need to provide Viral Launch with both MWS and seller central authorization in order to integrate Kinetic with your Amazon Advertising Console. You can find step-by-step instructions on how to do that here.

Once successfully added, you’ll see your storefronts and ASINs within your account. Additionally, we strongly recommend setting up your landed unit cost and target ACoS within Kinetic. While admittedly tedious, doing so pays off in the end to fully experience the benefits. We’ll explain more on that shortly.

Campaign View vs. Product View

Once you’ve added proper authorizations, you’ll notice there’s not one but two ways you can view your ad.

  • Campaign View shows information for every campaign across all your products. It looks a lot like Seller Central. 
  • Product View shows information per ASIN, so you can see how each individual product is performing.

For those familiar with Amazon PPC, campaign view offers a more familiar appearance. With souped-up features, embedded data reporting, and cutting-edge integrations from the Viral Launch software suite, it’s like the Amazon Advertising Console on steroids.

But Product View truly allows for innovative insights into their ads like never before. With Product View, you are able to view how your ads are performing at the ASIN level so you can maximize efficiency. Once you’ve added your landed unit cost and target ACoS, you gain the ability to pinpoint your campaigns to minimize risk and maximize your ROI.

Make Your Own Rules

Create a rule for your campaigns or utilize our templates to optimize your ads.

One of the biggest roadblocks to Amazon advertising success continues to be monitoring adjustments. With all the duties placed on a business owner’s shoulders, monitoring campaign statistics and making changes at the right time can feel impossible.

Kinetic solves that problem with its ability to create rules to optimize your ads. Don’t know where to get started? No worries! Our handy pre-made templates can help get you started with understanding what rules you can create by providing the strategy behind them.

Set parameters to shut down underperforming campaigns or increase the budget for ads that are skyrocketing your sales to enact performance-based automations. That’s right. Kinetic’s by-the-minute monitoring and your personalized rules combine to stop losing campaigns in their tracks or reward winners with more ad spend.

You can set the rules to three different states of action.

Automatic

  • Rules set as automatic continuously go into effect once the rule has been triggered. In this state, the rules you’ve created for a campaign will fire off whenever the conditions have been met. For example, if you create a rule that increases your bid amount for keywords with a low ACoS and place it on automatic, the rule will take action every time it’s applicable without any action needed from the seller.

Manual

  • Rules in a manual state work similarly to those in automatic. However, instead of the rule going into effect as soon as the conditions have been met, you’re notified within the tool without Kinetic making any changes. Once notified, you can review the rule that’s been triggered in the Activity History tab to decide whether or not to approve the action. As the name implies, this state is more hands-on.

Paused

  • In a paused state, rules exist without any action taking place as a result of them. Perhaps you’d like to experiment with rule creation but don’t want to trigger changes for your campaigns. Placing them in a paused state ensures that your work is saved, but there will be no automations or notifications regarding the specific rule. At any point, you can take paused rules off the bench and into the game by selecting manual or automatic with the push of a button.

With Kinetic, your campaigns can literally make desired real-time adjustments while you sleep! If you prefer a more hands-on approach for your ad campaigns, you can do that too. Featuring the option to do either,

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Get Familiar with Your Keywords and Search Terms

On top of the ability to create campaigns at the ASIN-level with customizable rules to more effectively carry out your goals, this Amazon PPC tool collects extensive reporting for a clear view into your ad performance at the keyword level.

The Keywords and Search Terms tabs within Kinetic display critical metrics that better informs your advertising strategy and tactics.

In Seller Central, you have to run a report for a particular date range, export it to Excel, add a series of filters and try to understand where it’s actually delivering and look for opportunities to improve the targeting. Kinetic simplifies this process, giving sellers the power to dig deeper into their data and make changes to optimize their campaigns.

The Keywords and Search Terms tabs offer unbridled insights into your ad performance.

While many make the mistake of using these words interchangeably, a very important detail differentiates these two Amazon buzzwords. In short, the Keywords tab is where you’re targeting, while the Search Terms tab presents only where your ads are delivering.

Keywords Tab

This view helps to consolidate all of the keywords you are targeting and allows you to see how the keyword is performing, and what campaigns are contributing to that.

Search Terms Tab

The Search Terms tab can save you loads of time in understanding where your ads are delivering. Once you’re using an Auto campaign, or broad and phrase match targets, your ads can deliver for a wide array of customer search terms.

In short, the Keywords tab shows keywords are targeting, while the Search Terms tab presents only where your ads are delivering. Your Search Terms report will show you a list of keywords that have garnered at least one impression, along with a bevy of metrics that gauges performance.

Conclusion

Hopefully, this quick start guide helps you gain a better understanding of this cutting-edge Amazon PPC tool. As PPC continues to become a larger priority for Amazon, it can serve as an engine for your business to scale like never before.

Now that you have a better lay of the land, taking your business to a new level is within reach! Register for a Viral Launch account today and start your 14-day free trial to turbocharge your FBA efforts.

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The ABCs of Amazon PPC: A Glossary of Terms

Amazon Advertising has exploded in usage and importance for Amazon sellers in the past few years. As the Amazon marketplace continues to grow, the stakes for understanding, implementing, and executing Amazon PPC strategies into your business have never been higher.

Although Amazon launched its advertising platform in 2012, it’s come to prominence in recent years. In a short amount of time, Amazon has placed itself behind only Google and Facebook for digital advertising market share.

With so many shoppers heading online, Amazon sellers can transform their business with advertising by attracting more visibility than ever before.

However, since it’s a relatively new advent, it’s a topic most sellers don’t feel comfortable adding to their marketing mix. And we understand! With so much to learn, where do you even begin?

At times, learning about Amazon PPC can feel similar to learning advanced math or a foreign language. In a way, it’s a mix of both, with formulas and equations that determine your success and terminology that exists in a world of its own.

While this may sound daunting, it’s actually a little easier to understand than you might think. Whether you’re just beginning with PPC and need to speak the language or just want to reference an unfamiliar term or two, feel free to use our glossary and explainer for popular PPC terms!

[You may also be interested in: The Amazon PPC Playbook from Viral Launch]

Advertising placement

A term that explains where an advertisement is displayed. On Amazon, ads are commonly shown on mobile and desktop at the top of search results, alongside search results, product display pages.

Example of an ad placement at top of search, via Amazon Sponsored Products

Budget

The maximum amount of money that can be spent on a campaign. If you set a daily budget at $25, this means you will not spend more than $25 for the selected day.

Bid

The amount that an advertiser is willing to pay for each click. On Amazon, sellers can choose between automatic or manual bidding.

Keywords

The most common PPC tactic for how customers will discover your ads. Whether through automatic or manual targeting, sellers can target specific keywords that customers utilize in search to find products.

Search Term

Often confused with keywords from a PPC perspective, search terms within Amazon reports (and PPC tools like Kinetic) refer to where your ads appear.

In short, the Keywords refer to what you’re targeting while Search Terms refer to where your ads are being delivered.

Demand-side platform (DSP)

An Amazon software platform that enables advertisers to programmatically buy display, video, and audio ads on and off Amazon.


Advertising Cost of Sales (ACoS)

A metric used to measure performance, efficiency, and profitability of Sponsored Products ad campaigns. You can calculate ACoS by dividing Total Ad Spend by Total Sales.

For example, if an advertiser’s ACoS is 30%, the seller paid 30 cents for every dollar made.

Target ACoS (TACoS)

Not the delicious Mexican treat, unfortunately. Target ACoS, or TACoS refers to advertising spend relative to total revenue generated, while including organic revenue. While ACoS utilizes only spend and revenue numbers that are directly related to advertising, TACoS includes organic revenue to apply a more holistic perspective to your promotional efforts.

Return on Ad Spend (RoAS)

A prominent benchmark across digital advertising, RoAS is the inverse of ACoS. Instead of measuring the cost of a sale, ROaS represents the dollars earned per dollar spent.

Conversions

An action that a customer completes; this phrase can be used to refer to any number of actions, including clicking “Add to Cart,” completing a purchase, etc. Generally, this measures how many times your ad ended with the desired result.

Conversion rate

Measures the frequency that your advertising campaign ends with the desired result.

Cost-per-click (CPC)

Specifically, the average cost you pay each time someone clicks on your ad. To find out your CPC, divide the amount of money spent on an ad by the number of clicks it receives. Sponsored Products and Sponsored Brands feature CPC ads.

As a whole, CPC can be a mutually beneficial relationship between Amazon and the seller, as sellers only pay for ads that receive a click.

Click-through Rate (CTR)

The percentage of ad impressions that are clicked as compared to the entire number of clicks. The standard calculation for CTR is (clicks/impressions) x 100.

New-to-brand metrics

Metric used to describe customers purchasing your brand/product for the first time on Amazon over the past year. These metrics estimate the cost of engaging new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals and are popularly used in comparison with repeat customers for brands to better understand their customer acquisition vs. customer retention paths.

Automatic Campaigns

A campaign or targeting type where Amazon decides when and where your ad is displayed. Automatic campaigns are convenient for their ease of use and the data gathered through Amazon, but take control out of the seller’s hands.

Since automatic targeting campaigns are made programmatically, they can occasionally lead to running ads for odd keywords or unrelated products, which can cause less efficient campaigns.

Manual Campaigns

The counterpart to automatic campaigns, manual campaigns put more control in the advertiser’s hands, allowing more strategy in campaigns. Sellers can select competing or complementary products or keywords for their product to appear for.

PPC Spend

The total amount of money allotted to advertising efforts on Amazon.

Target ACoS

Not TACoS or tacos, Target ACoS refers to your profit margin before advertising divided by target profit margin after advertising. This number will vary from seller-to-seller and determined by the various costs of making your product available.

For more, check out Amazon’s official glossary

We’ll be sure to update as more words enter the Amazon lexicon. Subscribe to our email list below to stay on top of all things Amazon!

5 Amazon Advertising Mistakes to Avoid

As advertising becomes an even more prominent part of the Amazon marketing mix, be sure to stay away from these five common Amazon Advertising mistakes.

Every day, more Amazon sellers make the smart decision to start incorporating advertising into their seller strategy. Unfortunately, many get their Amazon advertising experience off on the wrong foot, committing costly blunders.

At Viral Launch, we specialize in assisting sellers through each and every stage of their Amazon selling journey, and PPC is no different.

For that reason, we pay close attention to our customers, Amazon news and updates, and the pulse of the Amazon seller community. Amazon has ramped up the importance of advertising over the past few years, and is impacting Amazon sellers now more than ever.

Due to this, we’ve witnessed many seller mistakes or flawed teachings within the community.

Since Amazon PPC can often seem like a foreign language to sellers, often don’t realize these mistakes until it’s too late. That’s why we’re here to clear the air to discuss a few common mistakes and why you should avoid them.

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1. The “set it and forget it” fallacy

Contrary to what some in the industry say, Amazon PPC isn’t set up for “set it and forget it” strategies. As much as we hate to be the bearer of bad news, there are simply too many variables involved for a campaign to run unattended.

Ignoring your campaign performance once it’s gone live is wasteful at best and downright dangerous at worst. By monitoring campaigns regularly, sellers can recognize trends and optimize accordingly.

Now, thankfully, Amazon advertising doesn’t need to be monitored too closely. You don’t need to agonize over your data reports every few minutes or hours. But we do recommend checking in daily, especially early on in your campaign lifespan.

Of course, as you make strategic adjustments and allow your campaigns to run, less changes will be needed. But it’s paramount that sellers understand that PPC is a process.

If we’ve learned anything about the Amazon seller community, it’s how fiercely competitive sellers can be when it comes to their business. Undoubtedly, at least one of your competitors is meticulously monitoring their campaign performance so they can make tweaks that give them the edge.

Sellers who view PPC as a “set it and forget it” aspect completely miss the point and are practically begging for competitors to take a larger market share.

2. Not doing enough homework

At all stages of selling on Amazon, performing intelligent, data-based research is necessary for success. So why do some sellers seem to think they can run sustainably profitable campaigns that maximize success without doing their homework?

Sure, sellers likely know their high-performance keywords, but PPC is a different game. Many sellers think they know what they’re doing when setting up campaigns, but sellers who do thoroughly intensive research know what they’re doing.

What are your margins? Which keywords would be most beneficial to run ads for? Should you add negative keywords to avoid wasteful spending? Are there any competing listings your listing performs well for in product-targeting ads?

These are only a few of the many strategic questions sellers should take into consideration before crunching the numbers to find tactful answers.

Viral Launch’s Kinetic PPC Tool allows you to implement data, strategy, and profitability rules into your ad campaigns. Sign up for your free trial to avoid these Amazon Advertising mistakes!

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3. Disregarding strategy or structure for your ads

Often, PPC rookies decide to test out advertising under the impression that if you spend money, sales will come in. But without strategy or structure into those campaigns, they’re likely doomed before they begin. Whether it stems from foolishness or a lack of understanding, the result ends the same.

For the most part, ad campaigns should be created with two goals in mind.

  1. To Drive Profitable Sales
    Nobody ever lost money taking a profit. Sellers emphasizing profitability are simply looking to make sure they aren’t spending too much for a sale to be profitable. Their most important metric is likely Average Cost of Sale, or ACoS, with a focus on it being as low as possible.
  2. To Improve Organic Rank
    While less popular, this is an excellent strategy for sellers more focused on long-term growth. In this strategy, sellers largely ignore ad profitability in the short term as they’re looking to drive in sales for keywords to boost organic rank. As we know, organic rank remains the best way to position your listing for sales. Sellers who utilize this strategy are prioritizing long-term profitability over short-term gains.
With Viral Launch’s Kinetic PPC tool, avoiding Amazon Advertising mistakes by structuring campaigns to achieve your strategy can be done like never before.

In a perfect world, sellers can do both. But due to competition for highly valuable keywords, it may not be profitable to appear for keywords with the highest search volume. In this case, sellers who want to drive profitable sales should likely pursue lesser-used keywords at a lower cost. Those who prioritize organic rank may embrace short-term inefficient spending to rank higher and cash in on organic sales.

Within these strategies, there are a few different campaign structures you can utilize to achieve your goals. Not knowing how or why to structure campaigns to achieve your goals makes advertising a long and unnecessarily circuitous hassle.

4. Not taking advantage of the unique targeting methods

Each seller, product, and market are unique. Because of this, there isn’t a one-size-fits-all solution for your product’s success.

Luckily, there are a few different targeting methods and ad types sellers can choose from to find which ones are right for them. However, sellers often don’t explore all the options that exist for them to become PPC rockstars.

Although we certainly understand time and money are not in abundance for sellers, take a little time to study the different ad types available to you. Amazon Advertising has grown exponentially in recent years, and as a result, Amazon has made countless advancements in this space.

With new features appearing in the Advertising Console somewhat regularly, it’s rare that sellers have turned every stone in the search for PPC success. Dedicating the time to learn and experiment can go a long way towards staying ahead of the curve and gaining an edge over your competition.

[You may be interested in A Complete Guide to Amazon Advertising Types for Beginners]

5. Trying to do too much, or too little

We know, we know. It’s vague, but it’s the truth!

Especially for beginners, finding the right balance of budget, keywords, and ad groups can be difficult. Even worse, beginner mistakes can cause sellers to avoid PPC altogether instead of knowing where things went wrong.

While you certainly don’t have to spend an arm and a leg on your first campaign, setting a budget to $5 or $10 a day isn’t going to lead to enough sales or exposure to draw any insight worth applying in the future. Not giving your campaigns the resources to succeed will ensure they don’t.

Regarding doing too much, sellers can often put too many keywords into a campaign without the budget to support it. If you prefer to start small, that’s perfectly fine and likely savvy. But starting small with budget should likely be coupled with starting small with keywords.

Additionally, sellers frequently apply the “helicopter parent” mentality to their campaigns. As we mentioned earlier, paying close attention to your campaigns is recommended, but hyper-focusing on them can lead to more problems than it solves. Be sure to let your campaigns run long enough to develop a statistically significant sample size before making tweaks. Constant tinkering before campaigns have run long enough is tempting, as data informs the seller. But without a sizable sample, making changes can be a result of being misinformed instead of uninformed.

Finding the perfect balance may take time, but sidestepping these common Amazon advertising mistakes can put you on the fast track for success.

Wrapping It Up

The five highlighted Amazon advertising mistakes are only a few of many common errors that can affect sellers. We hope you avoid them all and skyrocket your business to new heights.

To learn more about Amazon PPC strategy, sign up for our free Amazon PPC 101 course!

Enroll in our free Amazon PPC 101 Course

A Beginner’s Guide to the Amazon Advertising Types

When it comes to advertising on Amazon, there’s plenty to unpack. We break down the three main ad types for third-party sellers, highlighting the ways you can ensure your products get the visibility they deserve.

Much has changed about Amazon in recent years, but arguably no aspect of the platform has advanced more than advertising on Amazon.

Over the past year, Amazon Advertising’s growth rate accelerated past its other products, AWS, third-party seller and subscription services, and its online store.

Before Amazon Advertising becomes even more critical to sellers’ success, every Amazon seller should be aware of the opportunities in the Amazon Advertising Console.

No matter if you only sell one product or manage an extensive catalog, Amazon Advertising could be the key that unlocks the next evolution of your online business. But understanding what ads are, how they can scale your business to new heights, and which ad type is best for you must come first.

What are Amazon ads?

Much like the typical advertisements you see on billboards, television, or between YouTube videos, Amazon ads are a way for brand owners to gain exposure and visibility by paying for premium digital real estate.

As we know, exposure and visibility are the heartbeats of being profitable. If customers can’t find your products, they can’t buy them! But standing out among the millions of products on Amazon isn’t easy.

Amazon Advertising is pay-per-click (PPC), so sellers only actually spend if it’s increased visibility.

Of course, as the old saying goes, “you can lead a horse to water, but you can’t force it to drink,” meaning the visibility doesn’t inherently lead to a sale. Undoubtedly, a strong product and an appealing product listing are foundational selling elements that cause turn clicks into conversions.

[RELATED: What Is Amazon PPC?]

What are the benefits of Amazon PPC?

The benefits of PPC are far-reaching but primarily break down to getting discovered, increasing sales, and controlling costs in the process.

Product and brand visibility constantly ranks among the most critical topics for sellers. Advertising provides an outlet for sellers actively seeking more exposure for their brand or products.

As previously mentioned, the pay-per-click model ensures you pay only for advertisements that are seen. Since you place the bids and set a budget, you never pay more than you’re willing to spend. Once you know your margins and get a solid understanding of your conversion rates, you can place bids accordingly to maximize your profits and scalability.

As a whole, the advent of advertising on Amazon solves many issues simultaneously. Even better, all sides benefit when adequately performed. Sellers pay Amazon for valuable digital real estate. Shoppers are shown products they’re looking to purchase, and sellers profit as those sales accumulate.

Additionally, there are tertiary benefits of advertising, some of which can be directly measured and others that are indirectly impacted. Organic rank remains the holy grail for Amazon sellers, and it’s very likely that you’ll notice your organic keyword rank improve as you gain purchases through via PPC.

For example, if you sell coffee mugs and customers purchase your product through an ad they found when searching for “cute mugs”, you may see your organic rank for “cute mugs” boosted as a result.

How do you access the Amazon Advertising Console?

Fortunately, the process for accessing and setting up Amazon Advertising is simple! First, you must register your Seller Central account for advertising.

Once you’ve successfully registered, you can find it within your Seller Central account under the Advertising tab. When hovering over the Advertising tab, a dropdown menu should appear. Next, click on the Campaign Manager option in the dropdown menu.

From there, select the “Create campaign” button, and you’re ready to start advertising!

The 3 Primary Amazon Ad Types

Choose between three unique ad types for your ad campaign.

Amazon Sponsored Products

How Amazon Sponsored Products appear to shoppers.

Mission: Improve visibility of individual products with ads that appear in search results and on product pages.

List of eligible marketplaces for Sponsored Products

In all likelihood, Sponsored Product ads are the ad type you’ve been most exposed to on Amazon.

With Sponsored Products, there are two unique ways to set up your campaigns that determine where your ads will be displayed.

  1. Automatic-targeting ads: This targeting method leaves the heavy lifting to Amazon. Similarly to Amazon’s algorithm scanning a product listing to find keywords to index and rank for, Amazon automatically decides which keywords and/or products a product will appear under in an ad.
  2. Manual-targeting ads: A more hands-on approach, where the seller decides which keywords or products to compete for through bidding.

For manual-targeting campaigns, sellers can bid on the placement of their ads in two ways:

  • Keyword Targeting lets you be seen in search results for desired keywords and is a way to generate traffic through search. Ideally, these keywords are relevant and accurate to your product for maximum conversions. For even more strategy execution, sellers can choose between exact match, phrase match, or broad match depending on how targeted the campaigns will be.
  • Product Targeting allows you to be displayed on a product detail page of another product and generate traffic from complementary or competing listings. For example, if you sell peanut butter, you may want to be displayed under competing peanut butter listings, or you may visible under an item that is frequently purchased with peanut butter, like jelly.

Pro Tip

It may be best to run automatic targeting ads and let them run for 7-10 days with a budget you feel comfortable with when starting. After the campaign has ended, dig through the reports to view performance by keyword or ASIN, and utilize that data to set up manual campaigns.

Viral Launch’s Kinetic PPC tool helps with each stage of Sponsored Products. Featuring unparalleled Amazon data, easy-to-read reporting, and helpful campaign templates, Kinetic PPC is perfect for creating and managing Amazon ads like a pro!

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Amazon Sponsored Brands

How Sponsored Brand ads appear to shoppers.

Mission: Boost brand awareness with your logo and a customized headline in ads that appear in search results.

Formerly known as Amazon Headline Search Ads, Sponsored Brands advertisements promote entire brands. Sponsored Brands ads allow for three formats to choose from; product collection, store spotlight, or video.

A typical product collection ad showcases a company logo, a slogan or tagline, and up to three products at a time for customers to view. If the customers likes what they see, they’ll click on the product that stands out and be led to the product detail page.

This allows larger brands that specialize in a product market to build brand awareness and showcase multiple products at once.

Similarly, store spotlight ad types look similar but drive traffic to a storefront or subpage within a storefront.

Sponsored Brand videos present a unique opportunity to tell your brand story and at the same time, showcase how or when your products are used. Unlike other video ads such as Facebook, the videos default to autoplay, ensuring your ads are seen.

Amazon’s recommended practices for Sponsored Brand videos:
  • Know your audiences — Your content should be educational, demonstrative, and product-focused.
  • Show your product — Research shows that videos that feature the product prominently within the first second typically perform better than those that don’t. Do not waste your chance to engage shoppers by fading in from black or starting with an empty frame. Hook them from the start!
  • Keep it brief and focused — Amazon recommends keeping the video length between 15–30 seconds to relay your message and hold customers’ attention. Limit your content to just a handful of key selling points to ensure your message is received.
  • Optimize for the format — This video unit auto-plays without sound and runs inline in the search results with no option to go full screen. Your videos should work without sound, and you’ll need to ensure that on-screen text can be easily read on a mobile device and isn’t obstructed by the user interface that is positioned within the video area
  • Consider the loop — Once this video ends, it will automatically loop. Consider adding an end card to allow for some breathing room, or get creative and make your loop seamless.

Amazon Sponsored Display

How Amazon Sponsored Display ads appear to shoppers.

Mission: Grow your business by reaching relevant audiences on and off Amazon using this self-service advertising solution.

The most recent addition to the Advertising Console, Sponsored Display ads currently offer the unique opportunity to advertise on and off Amazon.

Brand registered sellers can choose from two targeting options: product targeting and audiences.

Like Sponsored Products and Sponsored Brands, sellers can run product targeting ads. In the same fashion as the other ad types, sellers can pinpoint competing or complementary products. Regarding strategy, it’s best to target competing products that your listing has an advantage on. Review quantity or quality, price, or a lack of captivating creatives are prime indicators to look for when hunting potential product targeting victims.

On the other hand, Sponsored Display audiences are a method of reaching customers with high buy-intent. Through Amazon, Twitch, IMDb, and Prime Video, Amazon tracks shopper signals such as interests, lifestyle, in-market, and life stage.

Without a doubt, this consumer information is PRECIOUS for highly targeted, highly efficient ads. At the moment, audience ads are the only way to advertise through Amazon outside of Amazon’s digital walls, as they’re displayed on third-party websites and apps.

Summary

Generating exposure remains absolutely critical to longstanding seller success. For the foreseeable future, advertising appears to be the best bet to earning visibility and driving profitable sales.

As Amazon Advertising continues to grow, sellers that master advertising will be handsomely rewarded. Those who don’t will be facing an uphill battle against sellers picking up cost-efficient sales in droves through PPC. With record-setting revenue growth for Amazon and a system that rewards all who participate, Amazon Advertising is here to stay.

Now that you know the three main ad types feel free to take the next steps! If you’re ready to start advertising, best of luck on your PPC journey. If you could stand to learn more, enroll in our FREE Amazon PPC Playbook today!


Amazon Advertising: Boost Sales On and Off Amazon with Sponsored Display Audiences

Through a recent update in Sponsored Display campaigns, sellers gain an even greater opportunity to skyrocket sales and expand advertising beyond Amazon.com.

For the past year, advancements in Amazon PPC advertising have been an integral part of creating a more sophisticated selling process. One of the latest of those advancements, Sponsored Display Audiences, makes it easier than ever to target customers with high buying intent inside and outside of Amazon.

While Sponsored Display ads are nothing new (they were launched in 2019, replacing Product Display Ads), the addition of audience groups and remarketing enables sellers to break down the digital walls of Amazon for highly targeted, far-reaching ad campaigns.

Studies show 64% of shoppers use multiple channels to make a single purchase. As customers shop around, it’s critical to keep your product in front of the customer in hopes of landing in their cart.

With Sponsored Display ads, you can bolster your brand presence across channels to stay in the minds of customers. And with Amazon Audiences, you can zero in on customers more likely to complete a purchase for a more efficient ad spend.

What audiences are available?

For this section, we’ll let Amazon tell the story with excerpts from the official overview.

Sponsored Display audiences is a display targeting strategy that uses Amazon shopping signals to help advertisers of all sizes grow their businesses and engage shoppers across the purchase journey—both on and off Amazon.

Amazon Advertising
  • In-market: In-market audiences allow you to engage audiences who are “in the aisle” and have been recently shopping for products in a given category. To capture share-of-mind, you can reach audiences in the same category as your advertised products to drive consideration, as well as try out entirely new segments to help drive product awareness.
  • Lifestyle: Positioned for awareness campaigns, these audiences reflect a variety of aggregated shopping and viewing behaviors, including shopping on Amazon, browsing on IMDb, streaming on Prime Video, or streaming on Twitch. These behaviors reflect shared preferences and map to lifestyle segments such as “foodies,” “sports enthusiasts,” “tech enthusiasts,” and more.
  • Interests: Interest-based audiences allow you to help raise awareness with prospective customers based on what they frequently browse and buy. Examples of these audiences include “interested in Canadian history” and “interested in interior design.”
  • Life events: Life events audiences give you the opportunity to drive awareness and consideration for relevant products based around life moments, such as “traveling soon” for shoppers going on vacation

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What are the benefits?

First, ensuring your products are seen by customers who are more inclined to make a purchase is always a tremendous benefit. By implementing Sponsored Display ads, you can increase brand awareness, drive traffic to a specific product, earn visibility on competitor listings, and kickstart exposure for new product lines.

By adding audiences to your Sponsored Display ads, you can prioritize customers more likely to add your product to their cart.

With the remarketing option, sellers can reengage customers who have looked at your product, but not made a purchase. At a very basic level, you can safely infer the customer is interested in your product and is still looking, ultimately increasing the likelihood of a purchase.

For the more analytically-minded sellers, you’ll love the refined reporting that comes with these campaigns. Relevant performance metrics include sales, click-through rate (CTR), and new-to-brand (NTB) statistics for each selected audience in your campaigns.

On top of boosting exposure and sales through these campaigns, the data mined could be even more valuable in the long run as you comb through the data on your customers.

Do Sponsored Display audiences actually work?

According to Amazon, absolutely.

Citing internal data, the e-commerce giant noted advertisers who integrated this display advertising strategy with Sponsored Products advertising saw a 4% higher month-over-month sales growth compared to if they only utilized Sponsored Products.

Furthermore, Amazon states the average customer journey on its platform is 6-to-7 days.

“The greatest ability is availability” is often said to describe the value of athletes who can stay healthy. But it could also be said about Amazon products regarding making your products available and exposed to shoppers.

With Sponsored Display audience ads, sellers gain control over how often their products are made available and prioritize who they’re exposed to. Frequently, business owners are tasked with deciding to either branch out to new customers or zero in on the existing target market. Sponsored Display audiences grant the option to pursue both simultaneously.

Of course, success will vary as sellers invoke their own strategies for audiences. Still, the data from Amazon’s case study is encouraging for sellers, and the fundamentals of selling certainly back up their claims.

Who has access to Sponsored Display Audiences?

Presently, Sponsored Display Audiences are exclusive to vendors, and Brand Registry enrolled sellers in the United States.

It should come as no surprise that sellers enrolled in the Brand Registry Program receive yet another perk for those paying close attention. As Amazon continues to add new seller features, those in the Brand Registry program have been receiving more and more tools to fuel their Amazon business lately.

[A Seller’s Guide to Amazon Brand Registry]

What else should sellers know before kicking off their first campaign?

In its introduction, Amazon notes that this ad type is “retail aware.” This means the ads work in congruence with your inventory. For example, if you run out of stock and can no longer fulfill purchases, the ads will shut off automatically. As a result, sellers avoid wasteful spending and aren’t punished if their ads are incredibly effective.

Sellers will be happy to hear that creatives are automatically generated from your product page, so much of the ad creation process is already completed for you.

Additionally, applicable badges such as Prime-eligible, Deal of the Day, Best Seller, and more are made visible in these ads, giving customers even more reason to make a purchase.

Wrapping It Up

Sponsored Display audiences and remarketing opens up even more possibilities for Amazon sellers to build their brand.

As the Amazon Advertising Console seemingly grows more sophisticated each day, savvy sellers should certainly keep a watchful eye on the latest advertising features, trends, and tactics.

Lastly, the steady stream of new features to the Amazon Advertising Console should signal to sellers that PPC advertising will only continue to pick up steam. In the near future, it’s increasingly likely that advertising knowledge, strategy, and execution becomes more of a prerequisite for longstanding success in the marketplace.

Want to master the PPC basics without spending an arm and a leg? Learn from the pros in our FREE Amazon PPC course!

Amazon Sponsored Brands Guide for 2021

What is Amazon Sponsored Brands, how does it work, and how can it help you grow your online business? We answer those questions and more.

When it comes to selling on Amazon, visibility is the name of the game. As product markets mature and become saturated, earning that visibility becomes increasingly difficult.

So how can you avoid getting lost in the sea of products?

For some, the answer is advertising.

Just as companies can spend money to advertise on television, radio, or other platforms with an audience, Amazon sellers can advertise directly on Amazon. Since exposure is such a valuable element of selling on Amazon, any opportunity to differentiate your products or brand from the competition should be explored.

Amazon offers a few unique ways for sellers to advertise their products. We’ll take a look at all of them in the near future, but today we’re zeroing in on Sponsored Brands, formerly called Headline Search Ads, or HSA.

[Suggested: What is Amazon PPC?]

Overall, Sponsored Brands allow Amazon sellers to showcase their product line and shine a light on their brand in a unique way. Since the topic of advertising can be foreign for many sellers, we’ve answered a few of the common questions below to help you understand what it is and if it’s an avenue worth pursuing to grow your business.

Can I use Sponsored Brands?

If you have successfully signed up for Amazon Brand Registry, yes! No matter if you’re an individual seller, vendor, or agency, you can utilize Sponsored Brands advertising to improve discoverability.

[Check out: A Seller’s Guide to Amazon Brand Registry]

Additionally, enrolling in Amazon Brand Registry comes with a bevy of benefits such as Enhanced Brand Content, protection from resellers, customizable product pages and storefronts, and more. Amazon continues to add new features regularly for brand registered sellers, so becoming registered could open up possibilities you didn’t know existed!

Why would I use Sponsored Brands?

Simple! To get your product in front of more customers.

With so many products on Amazon, it’s easy to get lost in the mix. By utilizing Sponsored Brands, you take control of spearheading your efforts to be seen by more customers. As a seller, you can follow all best practices, but you still need customer visibility or else those efforts go to waste.

Products with positive reviews, high-quality images, and sales-inducing copy optimized for search are more likely to convert clicks to sales, but earning that click can be difficult with increased competition.

In addition to increasing visibility for sales, Sponsored Brands also allow sellers the opportunity to drive brand recognition like never before. Since most Amazon sales happen via search and not through storefronts, the options for promoting and growing your brand have been limited. With Sponsored Brands, Amazon businesses now can stand out from the crowd, drive traffic, and build loyalty.

Where would customers see my ads?

While Amazon allows for advertising in a few forms that appear in various locations, Amazon Sponsored Brands ads appear in three areas:

  • In the top of search results for selected or relevant search terms
  • At the bottom of search results for selected or relevant search terms
  • On product detail pages for similar or complementary products

Depending on your account, you may also be able to display Sponsored Brands videos in search. If you’re enrolled in Brand Registry, check within your account to see if you’re eligible for videos. Within search results, they’re a surefire way to stand out from competing products, quickly highlight features, and explain your product in a way others can’t!

How can I make the most out of Sponsored Brands?

To achieve optimal results, make sure your ads are visually pleasing and interesting while capturing your brand voice. You want customers to walk away from your ad with an understanding of what your brand is about and give them a reason to click on your ad to see your linked store.

Successful ads will have professional quality creatives that accurately represent your store. With customizable layouts to choose from, you gain even more control over how your brand will be viewed.

“Sponsored Brands is a visually appealing advertising format and we believed it was important to incorporate it into the strategy from the beginning, especially because it can be the first thing that appears when someone searches for anything relevant on Amazon. We knew based on prior experience there was demand for that ad space and we wanted to appear in results before our competition.”

Pilar Martínez Sanz, Senior Consultant, Labelium

This means you can create ads that best showcase your brand and have control over how you want to tell your brand story on Amazon.

How can I measure the performance of my ads?

As Amazon continues to evolve its advertising options, they’ve updated how you measure performance. Instead of leaving you in the dark on how your advertising efforts are performing, Amazon includes built-in metrics to inform you of the impact they’re having.

Specifically, Amazon recommends three metrics to gauge performance:

  • Impressions
  • New-to-brand metrics
  • Return of ad spend (ROAS)

Impressions are defined as when an advertisement is displayed on a user’s screen. For example, if a customer makes a search and your ad appears, it counts as an impression whether or not the customer clicked on your ad. This can help you gauge how often it’s shown to customers and serves as a helpful statistic to understand an ad’s reach. Perhaps just as important, you can also view your click-through rate (CTR), which tells you the percentage of those impressions that are being clicked on.

New-to-brand metrics can be especially helpful for established brands, as they gauge ad performance in regard to customer acquisition. These educate you on if your ads are doing based on each customer’s familiarity of your brand. Are your ads growing your brand to new customers and/or appealing to previous customers? These metrics inform you of those aspects.

Return on ad spend evaluates your campaigns’ efficiency from a monetary perspective. The higher the ROAS, the more bang you’re getting for your buck. Think of this as your return on investment metric.

While not displayed in your Seller Central dashboard, the almighty organic rank can be influenced by your ad performance. As customers find your products and brand through search and make purchases, you’ll likely see your organic rank improve as a result.

Since this isn’t displayed in your Seller Central metrics, it may be difficult to monitor. Utilizing a third-party tool such as Listing Analyzer that tracks organic and advertising rank for individual ASINs over time can be a hack to understanding the relationship between advertising and rank when doing product-specific ads. With brand ads, this can be a little more difficult. But if you notice that a specific product is earning more clicks and purchases due to Sponsored Brands, you’ll likely notice a correlation with organic rank.

As any experienced seller will tell you, there may not be a more critical way to achieve heavy sales volume in a cost-efficient way than organic rank.

How can I get started with creating my Sponsored Brands ads?

If you haven’t experimented with Amazon advertising in the past, you must go to advertising.amazon.com and register to access the advertising console.

Once registered or if you’ve had experience advertising on Amazon, you just need to sign into your seller account and select the Sponsored Brands campaign type and follow the step-by-step instructions to setup your advertising campaign.

Within the instructions, you’ll be able to customize a few aspects of your ad based on your goals and resources. Based on what you’re looking to get out of your ads, you can select your start and end dates, as well as your daily budget.

Within the Advertising Console, choose between targeting products or keywords based on your strategy.

As you walk through the settings, you’ll have the option for product targeting or keyword targeting ads. Keyword targeting makes your ad eligible to be shown when customers make searches. Depending on the product market, you may want to consider if it makes more sense to spend money on the primary keywords, which likely have a higher cost per click, or low-medium keywords with less competition and may allow for higher efficiency.

Product targeting allows you to be strategic with targeting competitors. Have a similar product to a high-performing competitor at a lower price? Noticed a top-seller has a string of negative reviews that might cause customers to buy elsewhere? These are just a couple examples of how you can create product targeting ads on prime real estate.

It may be beneficial for those starting out to start off with a smaller budget and let the ads run for a few weeks to develop a respectable, reliable sample size.

As you let the beginner campaigns run, you can make tweaks and modifications to monitor performance. Experiment and figure out what works well and what turns customers away. Split testing ads as you get started can be ideal for multiple reasons.

While risking short-term losses is tough to get excited about, it’s all about the long run. Suppose you are serious about implementing ads into your marketing. In that case, the short-term loss while testing out various ads, targeting types, and designs can pay off exponentially with developing your strategy. Each product market will have unique differences that impact performance, and experimentation across various ad types can help accelerate the learning curve.

In Closing

As competition among Amazon sellers heats up, the importance of executing intelligent strategies become amplified. Since exposure is a prerequisite for sales, every opportunity to get more eyeballs on your products and increase brand familiarity should be explored.

Amazon Sponsored Brands is undoubtedly worth looking into for anyone eligible for it. Amazon Advertising has generated plenty of money for Amazon and driven tons of sales towards those doing it right. As Amazon continues to expand and evolve the marketing opportunities for sellers, it’s better to be an early adopter of these methods.

Gaining brand recognition on Amazon has been a challenge since the marketplace began accepting third-party sellers, with rare exceptions like Anker being rewarded handsomely for achieving such high stature. Now, as Amazon increases opportunities to separate your brand from your competition, Sponsored Brands ads could be a silver bullet for expanding and scaling your Amazon business.

Want informative guides on Amazon PPC and other ways to grow your Amazon business? Type your email below to get our weekly updates sent directly to your inbox!

How To Use Kinetic, Viral Launch’s PPC Tool

Amazon’s PPC process can seem mysterious at first. The process can be time-consuming and complicated, so many sellers — both old and new — look to outsource their PPC management to marketing agencies rather than handling it themselves. But the right Amazon PPC automation tool can make PPC easy, allowing sellers of any level to grow their brand and improve sales.

At Viral Launch, we’ve received plenty of demand for how to do Amazon PPC with a simple and effective management tool. We took that feedback from sellers and scouted the marketplace to see what other tools were lacking. We created our Amazon PPC automation tool, Kinetic, to provide better education and convenience to simplify the complicated aspects of Amazon PPC.

With our tool, sellers can stop outsourcing their Amazon PPC automation efforts and demystify the platform to gain a better understanding of how to effectively capitalize on the massive opportunity that is paid search.

Easy Integration With Viral Launch’s Suite of Software

One of the most compelling aspects of Kinetic is its ability to seamlessly integrate with our other Amazon optimization tools, including Keyword ResearchListing Analyzer, and Keyword Manager. By providing this level of sophistication and cross-platform support, Kinetic allows sellers to pull valuable insights and data from multiple sources to increase the effectiveness of their PPC strategy.

Viral Launch Kinetic Best Practices for Amazon PPC Success

After you’ve gone through the process of linking your Kinetic account to your Amazon Seller Central page and have familiarized yourself with Kinetic’s dashboard, layout, and features, you’re ready to begin creating and executing your PPC campaigns.

Here are some best practices to keep in mind when setting up your first few PPC campaigns:

1. Figure out a plan that works best for you.

Unfortunately, there isn’t a one-size-fits-all guide to PPC strategy. While this may seem like a negative, we like to look at it as an opportunity. Finding the strategy that makes the most sense for your resources and goals is crucial to your PPC success. 

While there aren’t many hard-and-fast rules when it comes to how to do PPC on Amazon, we’d like to take this opportunity to highlight what not to do in any campaign: We recommend not putting all keywords into one campaign. This is because it’s simply not scalable to allocate all of your advertising funds to any one particular campaign. 

By strategically separating your keywords across different campaigns, you’ll be able to shift your budget from low- to high-performing campaigns and scale your results much easier than if they’re all lumped together.

2. Check out your existing campaigns.

If you already have a few PPC campaigns running, we recommend going over these existing campaigns to check their status and see how they’re performing using Kinetic. This can be a great way to get a firm grasp on how Kinetic works because you’ll be able to experiment with campaigns you’ve already set up. Kinetic allows for a deeper understanding of campaign performance, so there’s likely information to be gleaned from your existing campaigns.

3. Set up some of our recommended campaign types.

If you’re having difficulty determining how to start setting up Amazon PPC campaigns, we’ve got you covered with several predetermined models. In this video, we walk you through six helpful campaigns for beginners. Each campaign covered has a specific intention and goal in mind that can help you quickly get up to speed on how to utilize the platform. From there, you can either implement our recommended campaign types or adapt them to best suit your own particular needs.

Using these strategies within Kinetic, sellers can gain a better understanding of how to do Amazon PPC with the ultimate goal of improving visibility on their products and driving more sales.

What Is Amazon PPC?

When customers look for a new product to buy, about 66% of them start their search on Amazon. And when they begin their searches with one specific product already in mind, 74% go straight to Amazon.

Most sales on Amazon come via the search function, but the results are mainly based on past sales. That makes it difficult for sellers outside of page one to gain visibility for products using only organic SEO methods. To increase visibility for their products, sellers can use different types of Amazon PPC ads to bid on product exposure.

Amazon PPC is an advertising and marketing platform that allows you to buy and optimize different types of Amazon ads. Through the platform, you can bid on keywords and competitor listings, create advertising strategies, and run a variety of PPC campaign styles. Bids and ad performance are specific to your Amazon Standard Identification Number (ASIN), so you can figure out which campaigns are the most beneficial.

Since its 2012 introduction, sellers have optimized and automated Amazon PPC to achieve several highly specific goals. For example, you may want to make your sales cycle more efficient or maximize the rank of a brand or product. PPC optimization is all about figuring out your goals and accomplishing them with the available resources.

Setting Up Different Types of Amazon PPC Ads

At its core, an optimized PPC strategy helps you avoid inefficient ad spend while accomplishing your goals. You can boost short-term profits by running efficient PPC campaigns or spend more to build long-term strategies in order to increase rank so your listing can see more organic sales down the road. Because Amazon PPC is still relatively new, many sellers aren’t familiar with it. This makes for an excellent opportunity to enhance your competitive edge. 

To begin, go to your Seller Central account and hover over the Advertising tab; then, select Campaign Manager. From there, you’ll be asked to set up the budget and duration of your advertising campaign. The entire process is built into your Seller Central account, so you won’t need to download anything to create and track your campaigns.

The next step is to choose what types of Amazon ads you want to utilize. It’s possible to sponsor products or brands specifically and to choose manual or automated targeting. Automated Amazon PPC ads determine what keywords and products are associated with and then run ads based on that information. Manual targeting allows you to choose what, specifically, to dial in on.

Optimizing Manual and Automated Amazon PPC

Both manual and automated Amazon PPC can be highly useful. PPC automation shows you what Amazon recognizes your product for and, over time, conversion rates for each keyword or product. You can then use this information to manually optimize campaigns further and spend more efficiently on long-term campaigns.

By combining Amazon PPC automation with manual targeting, you can build a more hands-on type of campaign in which you retain total control of your ad spend in the context of your goals. Pinpoint the keywords and products that Amazon finds most relevant and successful, then target them specifically to maximize your ROI.

For a few examples of how we recommend properly structuring these automatic and manual targeting campaigns in Kinetic and why we recommend setting them up that way, check out this handy video!

Strategizing a manual and automated Amazon PPC campaign can seem overwhelming, especially if you don’t have a background in marketing.

How can I manage my Amazon PPC?

Viral Launch’s Kinetic platform helps simplify it for you by presenting extremely detailed data taken directly from Amazon in a user-friendly and easily understandable format.

Save time tracking your PPC spend by seeing all of your data within a few tabs instead of digging through multiple Microsoft Excel tabs.

Within Kinetic, you can create rules to automate Amazon ad campaigns based on past performance and receive optimization tips. With Kinetic’s preset advertisement types, you can better understand different types of Amazon ads and PPC strategies.

What Is Amazon PPC and How Can You Make the Most of It?

If you want to be a successful Amazon seller, you have to get your products in front of the right buyers. That’s a fundamental truth. But when you consider that more and more product views are coming from sponsored listings, it makes that goal a little more complicated. 

 

Not to worry. Consider this your go-to guide for Amazon PPC — one of the most effective ways to get potential customers to view your listings.

 

For starters, what is Amazon PPC? Let’s cover the Amazon PPC basics. It is a pay-per-click advertising platform that helps sellers make it easier to get eyes on their products. The seller pays a fee each time a customer clicks the ad and views the seller’s product page.

Types of Ads on Amazon

 

 

There are three different types of Amazon PPC ads that sellers can use. In order to have the most effective Amazon PPC strategy, you need to choose the one that’s right for your products. Here are the different PPC campaigns and when you should use them:

 

  • Sponsored product ads promote a specific product to shoppers who search using specific keywords or view similar products. These are best for targeting a single item within your catalog.
  • Sponsored brand ads promote a collection of products to customers using keywords. These are best when you want to promote a group of products that fall under the same brand.
  • Sponsored display ads promote a product on sites other than Amazon. These are best for targeting customers who have shopped for similar items.

 

How to Do Amazon PPC

 

 

When you’re setting up your PPC ad campaign, Amazon will walk you through the process step by step. First, you’ll have to choose from the list above to sponsor a product, a brand, or a display. Then, you can choose which product or products you want to promote and set the budget and time limit for your ad campaign.

 

 

These choices seem simple, but choosing wisely will help you optimize your Amazon PPC strategy for the greatest return on your investment. When launching a product, it’s unlikely that your PPC will be profitable at first, so you should view it as an investment in future growth. Balance the budget according to a reasonable advertising cost that you’re financially comfortable with.

 

How Much Does Amazon PPC Cost?

 

Amazon recommends a daily budget of $10 for PPC ads. It’s also a good idea to leave your end date open. Combined with automatic keyword targeting, this will give your product the greatest chance of being seen by potential customers whenever they shop. If you’re sponsoring a brand, you can also add a logo and a custom headline.

 

For larger PPC campaigns, you can choose to build an Amazon store. A wide range of prebuilt templates, tiles, and widgets make customizing your store easy, even if you don’t have any previous experience building websites. Once you’ve created your campaign, shoppers will start seeing and clicking on your ads.

 

Amazon PPC Tips and Tricks

 

If you’re sponsoring a single product, your ads will launch as soon as you finalize the campaign’s setup. Sponsored brands and stores will launch after a short moderation review period. In any case, there are several factors that impact how soon you’ll begin seeing a return on investment from the campaign.

 

The ultimate goal is to be as price and review competitive as the page-one performers. The more data you collect through your PPC campaign, the more precisely you can tailor future efforts to build more profitable campaigns. For each one, remember to follow these tips to ensure you’re getting the most out of your efforts:

1. Focus your keyword strategy. Data from your PPC ads will show you which keywords are bringing in the most conversions. But keyword performance can be erratic sometimes, so make sure you’re tracking that data regularly. Shift your focus if a keyword becomes less profitable, and focus on targeting the ones with high conversion rates more aggressively.

 

2. Position your ads strategically. The data your campaign generates can also show you where your ads consistently deliver the best conversion rates. With this information, you can position your ads for the most strategic value.

 

3. Budget for enough time. Amazon PPC campaigns are not meant to be overnight successes, which is why you should never set an end date during the setup. It takes time for Amazon to figure out the best way to deliver your campaign. Be patient, and as the campaign’s performance improves, so will the data you collect.

 

4. Measure more than one metric. PPC involves many different metrics, so you shouldn’t judge performance on a single one. One bad metric doesn’t mean the entire campaign is ineffective. Instead, make decisions based on the overall performance of the campaign.


What makes any ad campaign work is understanding how to reach potential customers most efficiently, which means understanding how they shop on Amazon. Amazon PPC ads give you access to the infrastructure and data you’ll need to gain that understanding faster. Now that we’ve covered the Amazon PPC basics, it’s time to learn more. Enroll in the FREE Amazon PPC course today.

The Amazon PPC Ad Types: What They Offer and How To Manage Them

Creating a successful Amazon PPC campaign isn’t just a matter of spending money on some keywords and then hoping to build sales. The strategy, research, and structure of a campaign are what determines its success. And even if you’ve done some thorough preparation, not keeping an eye on how well it’s doing will be a recipe for failure. 

 Every business has a specific vision of what an effective PPC campaign is. It could increase organic rank, drive sales of a seasonal product, or be consistently profitable. However you define PPC success, knowing the full scope of what’s possible within each of Amazon’s advertising channels will help you devise the ideal campaign for your brand. The keywords you target, the spending thresholds you set, and the performance metrics you use are all crucial to building a strong campaign. 

 As you juggle these different tasks, Viral Launch’s PPC tool, Kinetic, can make managing your campaigns easier and help you achieve your Amazon advertising goals. The data it provides on your ads’ performance can ensure your PPC campaign is structured effectively, targeting the right keywords, and spending efficiently. 

 Kinetic also offers automated features that will help you save time by taking bidding adjustments off your to-do list. It doesn’t force predefined rules on your campaign automation or only provide limited data. Similar to Viral Launch’s other software tools, Kinetic gives you the customization, flexibility, and data to make your ideal Amazon PPC ad strategy a working reality.

Here we’ll cover the various Amazon advertising channels—Sponsored Products, Sponsored Brands, and Product Display ads—and how Kinetic can provide benefits to each kind of PPC campaign. 

Breaking Down the Amazon PPC Ads: Sponsored Products, Sponsored Brands & Product Display Ads

 

The goal of an Amazon ad is pretty simple: convince a consumer to purchase your product. Yet making that happen is both complicated and expensive, and Amazon provides sellers with three different advertising channels for increasing brand awareness and gaining sales opportunities. Whether you choose to use one or a combination of them, each one provides different avenues for reaching consumers and specific advantages.

Sponsored Products Ads 

The first thing you’ll likely see on a search results page is a Sponsored Products ad. They appear at the top of results, as well as alongside them and at the bottom of the page. They provide an excellent means of generating visibility and enticing people to check out your product. As the name implies, these are product-focused ads meant to increase sales. 

 

Sponsored Products ads feature your product’s photo, your title (or part of it), the average reviews, and your price. These components alone are enough to draw a consumer’s attention and give her enough information to know if the offering is worth pursuing. When it appears next to competitors with weaker reviews or higher prices, the ad can really stand out and steal some sales from those other brands. These ads primarily target consumers who are weighing different options and are ready to make a purchase. Brand awareness can be generated here as a bonus, but the primary objective is to drive sales. 

 

Where a Sponsored Products ad shows up relies on a variety of different factors. It isn’t just your keywords and your bids (although you still need to target the right keywords and offer a competitive bid). The impressions and clicks it earns also play a factor. The better your ad performs and the more sales your earn, the higher your ad placements will be.

 

Also, an increase in sales will also help boost your organic rank. Having greater visibility in organic search results will lead to receiving more impressions, views, and conversions. Our CEO Casey Gauss has often spoken about how sales and rank create a flywheel effect in which sales help increase organic rank, which helps boost sales, and the self-perpetuating pattern builds from there. 

Sponsored Brands Ads 

 

Being a recognizable brand means a great deal. Promoting your products is essential, but promoting your brand can help create a personal connection with consumers that paves the way to brand loyalty. 

 

While Sponsored Products ads will help with product promotion, Sponsored Brands advertisements will allow you to show the personality behind your brand. Previously known as Headline ads, these ads appear as a banner ad on a search results page (at the top, middle, or bottom). They include your logo, a headline, and three featured product ads, each of which link to their product pages. By clicking the ad, a consumer will be taken to your brand’s Sales page or a customized landing page that showcases your three products and some information about your business. 

 

Because of their size the information they convey, Sponsored Brands is an effective way to gain attention and establish your business as a market leader. This kind of presentation conveys the legitimacy of your brand and gives people a way of learning something about your brand. By telling a little about the story behind your business, you can motivate consumers to support your brand. These ads can also be used for seasonal campaigns. If your brand’s products go through sales spikes at certain times of year, running Sponsored Brands ads can start generating some attention to help ramp up your usual sales increases.

 

The target audience for these ads would be top-of-funnel consumers who are learning about the possible choices within a market. The goal is to plant a seed of awareness about your business and make a strong impression that can eventually lead to a sale when a consumer is ready to make a choice. 

Product Display Ads 

 

If you’re looking for some widespread exposure across a number of different placements, Product Display ads can make that happen. These ads appear not only on search results pages, but on product pages, the customer reviews page, and in Amazon’s follow-up emails to customers. So they cover a lot of ground and reach people at different stages of the sales process. 

 

Product Display ads are essentially a combination of Sponsored Products and Sponsored Brands ads. They’re used to promote a specific product, similar to Sponsored Products, but they’re similar in size and appearance to a Sponsored Brands ad. A Product Display ad will showcase one item, along with a headline, the product photo, your review count, and price. Similar to a Sponsored Products as, the aim is to gain some visibility and drive some sales. 

 

Unlike either of these ad types, Product Display ads don’t target keywords. Instead, they target products and consumer interests. When targeting products, you focus on competitors’ products or related products within your main category. Interests refer to the categories and subcategories a consumer has searched within. The more specific your target is, the better. Rather than just targeting “Pet Supplies” for a dog leash, you could specifically target the subcategory of “Standard dog leash” or “Retractable dog leash.” By focusing on one of these detailed subcategories, you’ll have a better chance at connecting with your ideal customers.

How Kinetic Can Help

 

Each of these ad choices offers effective ways of getting your products in front of consumers, but they each have various challenges, which Kinetic can help you solve. By providing you with a complete overview of all your PPC campaigns, you’ll be able to verify what’s working and discover what isn’t so you can build on your successes and make improvements where necessary. 

Keyword Targeting

Knowing the right keywords to target is vital to your ads’ visibility and performance. Otherwise, you’re wasting your budget on keywords you can’t compete for or that aren’t relevant to your product. Using Kinetic, you’ll be able to accomplish the following:

  • Find which keywords are performing the best for you and capitalize on their results. 
  • Discover new keyword opportunities that previously missed and expand your campaign’s visibility. 
  • Create automated tasks around your new targets. These customized keyword-related rules can raise or lower your bids based on your ACoS, orders, and clicks. The control is in your hands.

Controlling Spending

Once you have the right keywords targeted, you’ll need to ensure you’re spending efficiently. You might have an ad that’s getting some good exposure, but if it’s eating up your budget, you’ll be reducing your profit margin. Kinetic can help you avoid those problems in the following ways:

 

Monitoring Performance

One of the big PPC misconceptions today is that once a seller has an Amazon ad campaign underway, the hard work is over and all that’s left to do is watch the sales roll in. Unfortunately, it’s not that simple and this kind of approach will only lead to wasted spending and little to no success. Kinetic gives you the ability to view your campaigns at a broad overview perspective as well as at a deeper detailed level:

 

 
 
 
 
 
 Click here learn more about how Kinetic can energize your PPC campaigns and connect with your ideal consumers. Not interested in managing things yourself, let us do it for you with Kinetic Assist.