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

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

[Get your 14-day free trial to the entire Viral Launch software suite]

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!

Can You Use Trademarked Terms In Your Amazon Product Listing?

“How do I get my product in front of more customers?”

That’s the million-dollar question every Amazon seller should be asking themselves.

As we’ve outlined before, optimizing your product listing remains a foundational building block for maximizing your visibility. And part of optimizing your listing’s copy means utilizing as many keywords as possible that customers use to find products like yours.

You may find competing brand names in your keyword list during the optimization process. Depending on your product, this may be more prevalent than you’d guess.

Sometimes, a brand name becomes synonymous with the product, and the brand name becomes a generic term for its market. Think about Kleenex, Velcro, Bubble Wrap, Jacuzzi, Chapstick, Popsicle, and the list goes on and on.

While rare, brand names can rack up significant searches and even become the dominant way customers find products. Data via Keyword Research.

But what do you do when a competitor’s brand name is found in the search terms? Can you include their name somewhere in your listing to index and potentially rank for a recognized competing brand to steal their sales?

These are great questions, and to arrive at these questions means you’ve done your homework on Amazon SEO. One seller in our Facebook group for Amazon sellers asked it this week.

So we’re here to shed some light on this intelligent question and clear the air regarding branded keywords.

Can you use trademarked terms as keywords in your listing?

In most instances, the answer is a hard no.

Per Amazon’s Intellectual Property Policy for Sellers, Typically, a seller can use someone else’s trademark in the following circumstances:

  • When selling authentic goods, a seller may use a trademarked name to list them. For example, a seller who lists an authentic “Pinzon” product is not necessarily infringing on the Pinzon trademark owner because the seller is using the trademark to identify an authentic product.
  • When using a trademarked word in its ordinary dictionary meaning.
  • When making truthful statements that a product is compatible with a trademarked product. For example, if you offer a cable that is compatible with the Kindle e-reader, you can use the brand name “Kindle” to indicate that compatibility in the text of your detail page. You cannot use a logo to indicate compatibility, only the brand name. Any statement you make about compatibility must be true. If you want to indicate the compatibility of your product with a product of a different brand in the product title, please build your product title as follows, taking also account of the Amazon Brand Name Policy. If you do not apply this format to your product title, your listing may be removed as potentially trademark infringing.

As Amazon continues to fight against counterfeit products on its marketplace, it has tightened up on the usage of trademarked terms in listings not belonging to the trademark holder.

Violation of these rules opens sellers to warnings, suspension, or a ban from the Amazon marketplace. On the bright side, you can use these same rules to protect your brand from others if you’re enrolled in Amazon’s Brand Registry Program.

What about in the backend search terms?

Still, the answer remains no.

While one might think the backend search terms are the optimal place to index for trademarked terms without confusing a customer as to who the seller is, that is not the case. Amazon finds listings that violate this rule and violators likely face punishment as a result.

In fact, Amazon’s recommended strategy for backend search terms is not to use any brand names.

Can I do anything to gain visibilty on trademarked keywords?

Although you can’t use trademarked brands as keywords, there’s a way to potentially earn visibility for a name brand that customers are searching for: PPC advertising.

Keyword targeting allows sellers to appear for search terms that they bid on. Below, you can see how a competitor can sweep in to be prominently displayed in search results for a search for a trademarked product.

An example of how you can gain exposure through a Sponsored Brands ad with a trademarked search term.

However, there are many pros and cons to consider depending on your product, market, and the brand you’d target.

For example, Nike is one of the largest, most recognized brands on the planet and has built strong brand loyalty. So it may be reasonable to believe a customer searching for “Nike shoes” may be looking for a specific Nike product or that they’re dead-set on buying shoes with the famous Swoosh.

It’s also likely this brand had to outbid Nike vendors and major brands like Adidas, Reebok, and so on. Most likely, these ads probably aren’t cheap!

The sneaker market is incredibly competitive and full of industry whales like the brands mentioned above. With the degree of difficulty to consistently rank organically for high-volume search terms, PPC presents the opportunity to compete and even have a positioning advantage over name brands.

Additionally, this particular brand does have one huge selling point over Nike that sellers should consider: price. Certainly, many will breeze right past the ad and scroll down through Nike’s extensive catalog. But others just looking for a comfortable shoe might balk at paying prices up to 4 times that of the brand running the sponsored ad.

Ultimately, these measures will vary from product to product and should be heavily considered if you’re looking into experimenting with this keyword-targeting method.

In Conclusion

For the most part, Amazon sellers are limited with options to poach customers from competitors through trademarked terms. However, options exist to gain visibility from searches your rivals generate through their brand.

Do you have any experience with Amazon trademarked terms? Feel free to let us know about your experience in the comments!

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Ways to Start, Grow, or Scale Your Amazon Business with $1400

As the largest and latest round of stimulus checks make their way into bank accounts across the USA, we take a look into how you can use it as an investment into your business.

According to the IRS, about 90 million Americans were sent their $1,400 stimulus checks on Wednesday alone, with more to be sent in the coming weeks.

The newfound financial flexibility creates opportunities previously not afforded for those fortunate enough to receive the $1,400 as “extra” money. One popular way to view the stimulus check is as an avenue into investing, but investing isn’t limited to stocks.

Instead of investing in another company, why not invest in your own?

Whether you’re a longtime seller, beginner, or considering leaping into FBA, there are plenty of ways to rejuvenate or jumpstart your Amazon business with $1,400. By investing in your e-commerce business, you could easily turn your stimulus check into a long-term money-making machine.

[YOU MAY ALSO BE INTERESTED IN: 10 Ways You Can Make Money with Amazon]

We should mention this isn’t necessarily a guide. Every seller’s journey is different. The options we’ll highlight below are merely a few options you may want to consider. With prudent planning, these options present a promising opportunity for you to get a great return on investment from your stimulus check.

Without further ado, let’s dive into it!

Elevate Your Product Research Game

When it comes to selling on Amazon (and in most aspects of life), having the luxury of reliable data to base your decisions on is a tremendous luxury. For Amazon sellers, this is made possible through product research.

Whether you’ve yet to begin your FBA journey or have a catalog full of successful products, product research is crucial for sustained profitability. When you have access to comprehensive market data, it’s almost like having the answers to a test.

While reliable Amazon sales data is crucial at all stages, it’s especially vital for beginners. The research that goes into deciding upon your first product serves as a foundational aspect of your Amazon career. Choosing to source and sell a product without conducting intensive research with data you can trust is a surefire way to make your first product your last product.

So if you’re beginning to look into FBA, test out a few software providers. Most software providers will offer a free trial, giving you time to see if they’re right for you.

How to Find Successful Amazon Products with Viral Launch

Feel free to test trials from different software providers simultaneously to compare and contrast the data. If you notice any inconsistencies, don’t be shy. Ask their customer service team how they arrive at their numbers. With such an important decision that can pay off handsomely, don’t leave any stones unturned.

Aspiring Amazon entrepreneurs aren’t the only ones who can take their product research game up a notch. Often, Amazon sellers don’t utilize all tools within their toolset.

Whether there are underutilized tools in your current software plan or an opportunity to upgrade your plan for additional access, there’s no better time than now to explore unfamiliar tools. Amazon is constantly evolving, so sellers must evolve with it.

Boost Your Business with Captivating Creatives

It’s springtime! You know what that means. Spring cleaning!

For Amazon sellers, the seasonal cleaning isn’t limited to dusting ceiling fans, clearing out the refrigerator, and giving your home a good deep cleaning. It may be worth considering if your listing creatives are due for an upgrade.

Do your listing’s copy and product photography abide by Amazon requirements and follow the style guidelines? Is your competition doing something with their photos that seems to be working? Are you maximizing your visibility by having a keyword-optimized product listing, or are you missing out on indexation for keywords customers are using to products like yours?

These are just a few of the questions you should ask yourself when considering updating your creatives.

Even if your product photography is in tip-top shape, additional photos can still provide plenty of benefits for your business. For example, possessing extra product images opens the door for creative advertising.

One way you can spruce up your advertising with enhanced photos is Amazon Posts, a relatively new option to increase brand visibility. Amazon Posts is a social media-like platform within Amazon that allows brand registered sellers to flex their advertising muscle. Appearing on product detail pages selected by Amazon, brands get the ever-important chance to poach customers from competing listings.

How Amazon Posts appears to shoppers.

The best thing about Amazon Posts? It’s totally free. Well, submitting your Posts is free, anyway. You’ll still want professional photos capable of enticing customers to earn a click. Since Amazon Posts is somewhat new, it’s flying under the radar of many sellers, but can be an incredibly efficient weapon for stealing customers from the competition.

Additionally, having extra photos come in handy if you sell outside of Amazon or may consider selling elsewhere at a later time.

Lastly, having extra photos at your disposal provides an even better opportunity to experiment for peak optimization. Once you’ve got premium product photography, don’t forget to split test! With a plethora of split testing sites to choose from, it’s an easy step to maximize your conversions and profitability!

Flex Your Marketing Muscle with PPC

Another great way to invest your stimulus money into your business is by using it to take the next step with Amazon PPC (pay-per-click) advertising.

Although Amazon debuted PPC advertising in 2012, it has grown considerably over the last 2-3 years and shows no sign of slowing down. With Amazon expected to net nearly $13 billion in advertising in the United States marketplace alone, the company has every reason to continue pushing and developing PPC.

Whether this means finally taking that PPC course, creating your first campaign, or trying out an unexplored ad type, doing it with a bonus $1,400 makes it a prime opportunity to experiment with PPC.

For sellers currently selling, it especially makes sense to test out new campaigns now as plenty of customers are flush with their stimulus money and tax season right around the corner.

Want to know more about Amazon PPC? Enroll in our FREE PPC Playbook Course.

After all, you’re not the only one receiving the stimulus. More customers shopping with more money is a recipe for more customer searches. As your product appears more frequently through search and on competitor listings, the sample size for your campaigns grows larger and, thus, more reliable.

Fortunately, the options are flexible for you regarding your PPC campaigns. Set your budgets as low or as high as you feel comfortable with, and barring disaster, let them run until the reporting data begins to stabilize. Once they’ve matured, you’ll have real data on your performance that you can use to optimize to your advantage.

Scale Your Store by Expanding Your Brand

Suppose you feel like you’ve squeezed nearly all the juice you can out of a product. First off, congratulations! It’s every Amazon sellers’ goal to reach and maintain peak performance, but what do you do once you’ve achieved it? For many, it can be a never-ending pursuit of perfection.

However, it may be more beneficial to scale your brand by finding your next home run. Think of your stimulus check as $1,400 off the development of your next product, and this becomes especially beneficial.

Of course, this entirely depends on your goals, resources, and risk appetite. Ideally, the learning curve for launching a new product shortens with each new product. If you’ve built a strong brand on Amazon, the likelihood of your next product being a success increases exponentially.

Instead of squeezing every penny possible out of your current storefront, dig into your sales reporting numbers and do your best to determine the best course of action for your business.

In Conclusion

Don’t miss out on the opportunity to supercharge your Amazon business! Whether jumpstarting your entrepreneurial career or looking to take your existing e-commerce operation up a notch, investing in your business with your stimulus money could provide an excellent, long-lasting return on investment.

No matter what you decide to do with your stimulus money, enjoy it! Without a doubt, extra cash in your pocket is nice. But creating long-lasting, sustainable sources of income is even better.

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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!

Follow the Data Podcast: Holiday & 2021 Amazon Advertising Strategy With Destaney Wishon from BetterAMS

On the centennial episode of Follow The Data, host Cam Yoder chats with Amazon ad expert Destaney Wishon from BetterAMS to discuss PPC tactics to crush holiday season and 2021.

Amazon advertising strategy is frequently cited as one of the most challenging aspects of running an FBA business. But this difficulty should be viewed as an opportunity, not a roadblock.

As the importance of advertising grows more consequential, knowing the tips and tricks to turn what is an impediment for many sellers into a sales and growth accelerator for your product catalog.

Not many have a handle on the latest Amazon advertising strategy hacks than Destaney Wishon, CEO and Co-Founder of BetterAMS. Thankfully, Destaney sat down to chat with us to share her extensive knowledge of PPC strategy.

With timely advice on what you should be doing right now, how to handle the holidays, and what the near-future of Amazon advertising may look like, you’re not going to want to miss out on this invaluable information!

HIGHLIGHTS

3 Key Holiday Season Differences for Amazon Sellers in 2020 (2:25)

On and off Amazon, 2020 has been a year like no other. If you’re an experienced seller, using reports from 2019 can be helpful. However, there are a few major differences to consider when strategizing for the rest of the year and into 2021.

Why you should diversify your ad spend (6:04)

Is your Amazon advertising strategy outdated and in need of a revamp? Destaney gives her valuable insight on why narrow ad spend isn’t enough anymore.

How to steal traffic from big-name players (11:10)

More and more major brands are coming to Amazon, but this doesn’t spell defeat for third-party sellers. On the contrary, it presents strategic opportunities to steal traffic and sales from major retailers.

On using remarketing post-Black Friday for sustained gains (14:20)

Black Friday and Cyber Monday are in the rearview, but you can still capitalize on that traffic! Destaney presents the strategy to boost sales from the exposure supplied by Black Friday and Cyber Monday throughout the holiday season.

Using new headline search policy to attract sales (17:08)

As any experienced seller knows, Amazon is continuously changing and evolving. In the busy day-to-day process of selling on Amazon, some of these changes will be overlooked by the competition. Staying up with the latest Amazon updates gives you an edge over your competition. Destaney explains a recent advertising update, and how you can use it to your benefit.

2020: The Year of the Advertiser (23:40)

Over the past year, Amazon has provided even more advertising tools for sellers. As these tools mature, advertising figures to be even more prevalent in the marketing mix. Destaney breaks down a few critical advertising elements that all Amazon sellers should be implementing into their foundational advertising.

A special thanks to Destaney for joining the show and sharing her Amazon advertising strategy expertise! Keep up with BetterAMS on their website or Facebook for even more helpful information and solutions.

Stay up-to-date on the latest seller strategies, tips and tricks, and conversations with the biggest names in FBA by liking and subscribing to Viral Launch on YouTube and the Follow The Data podcast channel!

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.

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.

The Importance of Amazon Ad Placement Data and How to Benefit from It

Good Amazon PPC decisions can’t happen without good data. Any opportunity to gather valuable data about your ad campaign is an opportunity to grow your business. 

 

So if you’re struggling to build a profitable PPC campaign, analyzing the right data will help you develop some effective solutions. Or if you’re hitting your PPC goals, your data will be a crucial resource in keeping that success going. You may even find that your ads are missing some growth potential you weren’t aware of. 

 

Each ad placement—top of search, rest of search, or product pages—will deliver different amounts of traffic and could require different amounts of spending. The traffic you get on page 1 will be much different than on page 5. Understanding how your ad’s placement is paying off (literally) will help you know how well your campaigns are increasing your visibility. 

 

Whether you’re keeping a close eye on your ad placement or unsure of how to start, Viral Launch’s software tool Kinetic will give you the data you need to monitor your performance. It provides a simplified and agile means of managing your ad campaigns, allowing you to make improvements or adjustments quickly. Whatever your PPC goals, Kinetic will help you pinpoint the most effective placements for your ads and create sales-driving campaigns for your brand.

Why Amazon Ad Placement Data Matters 

When you’ve got a good ACoS, you might consider your PPC campaign a success and want to leave everything exactly as it is. Why fix what isn’t broken? All you need is some automation so you can set it and forget it.

 

The trouble is that what’s successful on Amazon now won’t deliver the same results a month, a week, or even a day from now. Taking a hands-off approach will inevitably lead to a loss in visibility and be a gift to your competitors. Monitoring, analyzing, and adjusting are all necessary tasks in a successful PPC campaign, and you’ll need to know which placements are giving you the best outcome and which keywords or ASINs are your best targets. 

Know Which Placement Leads to the Best Results 

After some effort, your ad is now finally appearing at the top of page one. You’ve taken a step up from the middle of search and expect to see a boost in visibility. As it turns out, you unexpectedly find that the middle of the page was better for your campaign, as it consumed less of your budget and led to a greater number of impressions. 

 

Your ideal ad placement will be dictated by your budget and PPC goals, as well as the data you collect. You’ll need to examine your ACoS and click-through rates, and determine which placement will deliver the best performance. An ad at the top of search will increase your product’s visibility, but the cost per click (CPC) will be more expensive. With lower placements, you’ll drive a lesser amount of traffic, but the clicks will be less expensive. Without knowing what each ad placement can deliver, you’ll be missing opportunities to connect with customers and narrow down your best placement spot.

Know the Keywords or ASINs That Deliver the Best Performance

Keywords aren’t just important to your products’ organic ranking. They’re also vital to getting your ads in front of your target audience. Your ad placement data can convey which search terms you’re competing the best for. You can then focus on those that will deliver the best return while pausing those that might not be very effective. 

 

Let’s say your ad is targeting three different search terms: 

 

  • Garlic press 

  • Garlic press stainless steel 

  • Garlic press and slicer in one 

 

For “garlic press,” your Sponsored Products as is showing up on the middle of page 5 and not getting many impressions. “Garlic press stainless steel” is giving you some visibility the middle of page 3, and “Garlic press and slicer in one” is the best of all on page 1. By knowing what’s getting the best performance, you can focus on maintaining that success and start creating plans to make improvements for campaigns that are struggling. 

 

In addition to ad placement data, other performance metrics will be crucial to growing the success of your campaigns, and Viral Launch’s Kinetic provides all of those metrics in an easily accessible format. This PPC software tool will allow you to gain insights into your campaigns to help you continue to meet your goals and pinpoint where any adjustments should be made. 

 

Kinetic: Simplified and Efficient PPC Campaign Management 

Your ad’s placement will tell you a lot about your campaign, but it’s up to you to unpack the data behind it. Our PPC tool, Kinetic, provides an efficient and in-depth way to evaluate your keywords, budget, structure and overall performance. By providing a full range of data no other tool provides, Kinetic will give you better control over your campaigns and strengthen their performance.

Sales, Spending & Placement Data

Knowing your best opportunities for growth should be an underlying goal for all your PPC campaigns. By telling you exactly where your ads are showing up, Kinetic can determine which placements are giving you the best performance. 

 

You can also learn whether product pages or search results are giving you the most visibility. If product pages are best, you can devise a strategy for targeting competitors’ products with a more expensive price than yours. With your ad running next to them, you could potentially steal sales from those brands. By using Kinetic in combination with Viral Launch’s Competitor Intelligence, you can research your competitors’ products and locate some untapped opportunities for growth. 

Kinetic also provides organic sales data, so you’ll be able to determine how your ads are helping boost your organic search rankings. The greater visibility your ads provide, the greater your sales will be, and an increase in sales will help improve your organic rank. Making improvements to your PPC campaigns will help increase your products’ visibility, and monitoring your ad placement data will be important to knowing where and how to make adjustments.

Manage and Maximize Your Bids and Budget

You can’t have a discussion about PPC management without talking about bids and budget. Keeping your spending as efficient as possible is an ongoing challenge, and Kinetic can help you tackle your budget challenges. 

 Kinetic’s customized automated rules will enable you to create thresholds for each campaign based around ACoS, clicks, orders, and ad rank. This customization isn’t limited to a few predefined functions. The flexibility it provides is unique to PPC software and puts all the control in your hands.

You can set your bids to increase or decrease based on specified conditions, such as if your ACoS is less than your breakeven ACoS and the click rate is larger than a certain amount. Or you can pause keywords that aren’t performing over a certain target. You can also add bid modifiers to target top or bottom of search and make adjustments to improve or maintain your PPC campaigns. 

 All of these automation features will help you reach your PPC goal, whether that’s a profitable campaign, a lower ACoS, increased organic rank, or all of the above. Kinetic gives you an endless amount of possibilities in the automation you can create to use your budget more efficiently and strengthen your ROI.

Monitor the Performance of Your Keywords

Targeting the right keywords is absolutely essential for your ad campaigns. Keyword research is an indispensable task and one that shouldn’t be thought of as something you only use at the beginning of a product launch. Making sure you’re targeting the right keywords for your products and ads should be an ongoing process. 

 The data Kinetic provides will tell you how well your ads’ keywords are performing and their profitability. You’ll be able to make decisions on which keywords should be paused, set as negatives, or broken out into their own campaigns. Any keywords driving a large amount of sales or consuming the majority of your budget are good candidates for having their own campaigns. By breaking them out, you can then increase your visibility and conversions, and Kinetic can help you manage those new campaigns. 

Kinetic also offers search term reports you can view, so you don’t have to rely completely on Seller Central. Unlike Seller Central, you can easily compare and flip between different date ranges within the tool, instead of having to download one report at a time. Whenever you need to compare your seasonal data to previous months or years, Kinetic is an ideal solution. The tool also enables you to more easily aggregate your campaign’s performance by search term, which is more complicated in Seller Central.

Improving and Refining Your Amazon PPC Campaigns 

Making the right decisions about your PPC ads depends on your ability to evaluate your keywords, budget, and performance. It’s vital to know how many impressions, views, or conversions your ad receives at different placements, whether top of search, rest of search, or product pages. By analyzing your spending data, click-through rates, and impressions, you can have a clear idea of how well your ads are performing.

 Whatever challenges you may be facing with your PPC campaigns, Kinetic will help you develop customized and effective solutions. In addition to ad placement data, the tool provides quality data on keywords, campaign performance, spending, and Sponsored ad rank. Designed to make your PPC management more efficient, it will help you find weaknesses, develop improvements, and put them in action.

The team here at Viral Launch is committed to providing Amazon sellers of all sizes with the resources for attaining long-term success. Our expertise has been built on tens of thousands of product launches, and Kinetic’s sophisticated but easy-to-use capabilities will help your brand achieve their PPC goals and simplify the challenges of advertising on Amazon.

 

 

Improve Your Amazon PPC Bidding Strategy and Energize Your Campaign

Landing an Amazon PPC ad at the top of page one of organic search results is no small accomplishment, and it’s the result of a series of smaller accomplishments. Targeting the right keyword, knowing the best placement, having a strong sales history, and making a winning bid are all essential to creating a successful campaign. 

 

And even after making those accomplishments, your work isn’t over. When it comes to bidding for Sponsored Products ads, you have to continually monitor your bids to ensure you’re not missing good opportunities or overspending for the conversions you’re getting. 

 

Avoiding the PPC pitfalls that will drain your budget and lead to a weak performance depends on following the right bidding strategy. Navigating Amazon’s PPC ecosystem is both complicated and expensive, so It’s important to have a complete understanding of the bidding capabilities Amazon provides and how you can take advantage of them. 

Amazon’s Dynamic Bidding Strategies 

Earlier this year, Amazon made news when it released three new ad bidding features that enable Amazon sellers to place bids on their Sponsored Products ad placements. These “dynamic” bidding capabilities take place in real time and will raise or lower your bids for you, based on a variety of factors, including your sales history and review count. These features help sellers compete in auctions where they’re likely to win or avoid spending budget where they’re not competitive. 

 

The three options are as follows:

 

  • Dynamic bids – down only: Your bids will be decreased when Amazon determines your bid won’t likely win the auction. This is based on historical campaign data.
  • Dynamic bids – up and down: Amazon will raise or lower your bid, depending on the competitors’ bids and whether you have the likelihood of winning.
  • Fixed bids: Here your bid remains static without changing. 

 

Making the best choice depends on your PPC goals. What you plan to achieve will guide your choice, such as if you’re looking to boost your sales or to run a profitable campaign.

 

Amazon also provides the Adjust Bids by Placement settings, which allow you to increase your bids even further depending on the placement. Top of search on page one and Product pages are the two offered settings, so you can enter a percentage, depending on how much you want to spend. When aiming for these specific placements, these adjustments can make your bids more competitive. 

 

Once you’ve got a strategy in place, Viral Launch’s new PPC management tool Kinetic can help you gather more data than any other software can provide and strengthen your campaigns. Being successful on Amazon requires more than just offering a great product at a competitive price. PPC ads are essential to having a profitable business in the Amazon marketplace, and Kinetic will help simplify the complexities of this challenging but vital task.

How Kinetic Can Help Your PPC Bidding Challenges

Monitoring and adjusting your PPC bids can be the most time-consuming part of your entire campaign. As an in-depth PPC management solution, Kinetic can simplify your monitoring activities, locate weaknesses, and help you make improvements. The tool provides an overview of how all your campaigns are performing and gives you an efficient means of controlling your PPC spending through its customized automation, saving you both time and budget.

Working with Amazon’s Bidding Strategies

Choosing the best strategy depends on your PPC goals and which stage your campaign is in. You also need to anticipate how competitive you’ll be in the auctions you’re bidding in. Doing some research will be a necessary step, and Kinetic will provide accurate, helpful data for structuring your ads. As your campaign grows and build some history, you’ll likely move from one Amazon bidding strategy to another.

Fixed 

We recommend starting a new campaign with Fixed since you don’t have any ad history built yet. Fixed bids are a good way to prevent spending money in auctions that you won’t likely win. This strategy will keep all your bids at the same amount. 

 

Amazon recommends using this strategy as a way of increasing product awareness, rather than conversions. The goal here would be getting your brand and products in front of as many consumers as possible in order to start earning sales later on. 

Down Only

Once you’ve begun developing some ad history, the Down Only option will help you start becoming more competitive. As the name implies, Amazon will only lower your bids in auctions where you aren’t likely to win. This is a good way to prevent spending money in auctions where you’re not competitive. 

 

As your ads begin generating some performance data, Kinetic can tell you which keywords are delivering the best performance so you can start devoting more of your budget to them in order to build on those gains. 

Up and Down

Once you’ve got some keywords driving a lot of conversions, this two-dimensional strategy is the best option. An Up and Down strategy should only be used if you’ve been in the market for at least a week and have built some ad history. If you use this for a new campaign, Amazon won’t have any basis for knowing if you’re able to convert for a particular keyword.

 

By letting Amazon increase or decrease your bids depending on the auction, you’ll be giving the keywords a greater chance to deliver. With this kind of strategy, you’ll need to plan to increase your spending, so you’ll come closer to, or actually reach, your spending threshold. 

 

If Up and Down is working well, you can create an automated rule in Kinetic to increase your budget to maintain the success. You may find that your cost per click (CPC) will vary, with some clicks being more expensive than others. You’ll be getting slightly fewer clicks, but for high-converting keywords, and spending more than you were at earlier stages of your campaign, but gaining more sales. 

Turning Non-delivering Keywords into Delivering Ones 

Running an efficient campaign requires adding any non-delivering keywords as negatives. You don’t want to devote any time or budget to anything that isn’t working. Although adding under-performing keywords as negatives is a necessary task, Kinetic can help with determining what isn’t working and if the fault is in your spending, not the keyword itself.

 

If you verify that you’re targeting a keyword that’s relevant to your product, any problems are likely due to your bid or budget being too low. As an example, if you have a 50-keyword set with a $20 per day budget, that means you’re spending less than a dollar for each of those keywords. By increasing your budget, you can start seeing some delivery on those keywords and use your budget more efficiently.

 

Also keep in mind that how much you bid determines which auction Amazon will put you in. 

Using Kinetic’s automation, if the impressions or clicks your ad is getting are less than a certain amount, you can increase your bids and participate in a more valuable auction. When that occurs, you’ll likely see some improved performance. Sometimes just increasing your bid, while staying within a certain range, can help an ad’s performance for a keyword or when trying to attain a certain placement.

Eliminating Overspending and Lowering Your ACoS

Increasing your spending isn’t always the right solution, and you might discover that you’re spending way too much for the impressions or views that your ad is getting.

 

Kinetic’s automated functions can help you control and improve any inefficient spending, such as any keyword that’s spending but not converting. If you’re working with a 50-keyword set, you may find that only 12 are converting. Based on Kinetic’s data, you can automate Kinetic to pause the other 38 keywords that aren’t converting and then determine whether they’re relevant to your product or if you need to adjust your price.

 

Controlling your ACoS is a typical challenge and if it’s too high, you’re paying too much per click or your conversion rate is too low. Let’s say you were targeting the first Sponsored Products ad position and seeing a low conversion rate there. The best solution would be to lower your bid to attain a lower ad position where you can pay less per click. Once you can achieve a relatively constant conversion rate, your ACoS will decrease, but the trade-off is that you’ll get less traffic at that position. This same kind of strategy can help when trying to create a profitable PPC campaign. The result will be a lower ad position, but one at a more profitable level that still drives enough traffic to earn a strong amount of conversions.

 

As another example, if bidding on a keyword is getting you to the first row of ads but with a high ACoS, you can set a rule to improve your spending. In Kinetic, you would create a rule that would decrease your keyword bid by 30 or 40% whenever your ACoS is greater than your breakeven ACoS and your click rate is greater than 20. Once this rule is in place, you can begin gathering data on its performance to see how well it’s working. When your ACoS drops, you can create a rule for maintaining that level of spend. 

Reducing Your Monitoring Frequency

Although Kinetic isn’t a “set it and forget it” kind of tool, it can free you up from checking your campaign’s spending, keyword performance, and placement throughout the day. Its automated rules can adjust or pause your spending based on the conditions you create, so you won’t be making manual adjustments in Seller Central. 

 

If you usually monitor your campaigns on a weekly basis to see how certain adjustments have performed, Kinetic can provide all the data you need and enable you to download search term reports, rather than using Seller Central. However frequently you choose to monitor your campaign, Kinetic will help you optimize it with adjustments that will improve your visibility and conversion rates. 

Learning Where You Can Best Compete

The keywords you target play a huge role in how successful your PPC ads are. Keeping a constant eye on the keywords your ads are targeting is one of the crucial tasks of monitoring your campaigns. 

 

In the past, the usual strategy was to bid for the top keywords in a product category. Since those were the main keywords, that was the most logical thing to do, but the outcome would be a low click-through rate and an even lower conversion rate. To add insult to injury, your organic ranking for that keyword would drop. 

 

A smarter strategy is to discover which keywords you can best compete for, and Kinetic can help you verify your targets or find missing opportunities. By targeting the right keywords, you’ll be giving yourself the best chance at conversions and avoiding wasted spend on the wrong choices. You’ll then be able to achieve some visibility and sales for your products, and in turn help boost your organic rank. 

 

Amazon’s algorithms are paying attention to every aspect of your PPC performance, so if you target keywords you can’t compete for, it will actually have a negative effect on your campaign. Instead, examine your data, find your best targets, and adjust your spending. 

Streamline Your Bid Strategies, Strengthen Your PPC Campaigns

Having a huge budget at your disposal, as great as that might be, doesn’t automatically mean your PPC ads will be successful. It’s your overall PPC strategy, including your bidding decisions, keywords and placement targets, that will determine the success of your PPC campaign. 

 

Whether you’re aiming to increase sales, boost brand awareness, or run a profitable campaign, Viral Launch’s Kinetic will help you achieve your PPC goals. Its automated features will give you greater control over your bidding tasks and help you use your budget more efficiently. You’ll also be able to quickly pinpoint weaknesses in your campaigns, make improvements, and increase your ads’ impressions, clicks, and conversions.

 

Amazon’s PPC advertising ecosystem is complicated, and PPC is a major challenge for any Amazon sellers, no matter the size of the business. Each of Viral Launch’s software tools can help your Amazon selling efforts, and as PPC becomes more important for business growth, Kinetic will be an indispensable asset in simplifying your advertising challenges. With this customizable tool, you can ensure your PPC campaigns are built on accurate data, an optimized structure, and competitive bidding strategies.

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.