Validate Your Product Ideas With Viral Launch’s Amazon Market Intelligence Tool

Now that you’ve got both feet on the ground as an Amazon seller, the tricky part is finding what products will put you ahead of the pack. You can look at snapshot estimates from a random collection of sourcing tools, piecing together what you hope is an accurate picture of the market and product — or you can improve your chances of sourcing only the right products by making use of the right Amazon market intelligence.

Viral Launch’s Market Intelligence tool gives you the most comprehensive access to Amazon-wide insight across billions of different data points. With it, you can make truly informed decisions and validate any product before you ever launch it.

What Real Amazon Market Intelligence Looks Like

Intelligence is nothing without data, which is what makes our Amazon Market Intelligence tool so valuable. It’s the only tool that can collect and leverage data points from across Amazon’s entire market. With the data the tool gathers for you, you can glean the kind of insight and analysis that can help you almost predict the success of any product launch. For example, the billions of data points you’ll have access to can help you assess markets and products by:

1. Name brands: See whether any big household names or Amazon itself is selling in the market. It will be easiest for you to compete against other smaller brands, so stay away from markets that are dominated by one brand or a few dominant brands.

2. Sales spreads: If a few products are claiming most of the sales in the market, it’ll be harder to claim a piece of the pie, especially as a newcomer. Look for markets where sales are spread pretty evenly between the products on the first page.

3. Competitors’ intelligence: Finding a few products dominating sales spreads isn’t necessarily a bad thing. Use the Market Intelligence tool to reverse-engineer their strategies. For example, track what keywords the dominating products use in sponsored ads and make a list of your own variations.

4. Market trends: Sales trends tell you a lot, but if you want to determine which trends are fads and which are actual depictions of the market, you’ll have to look at data from across a few years. Use market trends to avoid investing too heavily in the next fidget spinner.

5. Price margins: Even with a great product, you won’t make a profit unless you can cover Amazon’s fees and still stay price-competitive. You can research the cost of sourcing units from a site like Alibaba, then plug it into our Amazon FBA calculator.

6. Product reviews: Speaking of being competitive, you can enter the competition a lot sooner in a market where mediocre performance is the norm. Research reviews throughout the market and pay special attention to those that are generally low.

7. Product fulfillment: Finally, stay away from markets filled with FBA (fulfilled by Amazon) or AMZ (Amazon original) designations. If your products are FBA, then you can compete more effectively in markets that are mostly filled with FBM (fulfilled by merchant) products.
Data can mean the difference between entering a market and thriving in it — or sinking fast due to poor intelligence. With our Amazon Market Intelligence tool, you can make sure you end up on the thriving side every time. To learn more, sign up for a free trial 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.

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.

Amazon PPC Advertising: The Essentials for Building Your Ad Campaign

The average Amazon consumer probably doesn’t know much about Amazon PPC advertising, but the ads themselves will be a familiar sight.

The average Amazon consumer probably doesn’t know much about Amazon PPC advertising, but the ads themselves will be a familiar sight. When scrolling through search results and viewing product pages, a series of product ads is always competing for the buyer’s attention

Every Amazon seller wants their products to be found as easily as possible, and Amazon pay-per-click (PPC) ads are one of the central tactics in making this happen. Optimizing a product listing is crucial to having a strong ranking, yet it requires much more than that to be competitive, and PPC will play a huge role in getting products in front of their intended audience. Knowing how to start an Amazon PPC advertising campaign can seem intimidating, but understanding the basics is the first step in learning how to take advantage of its inherent sales possibilities. Here we’ll provide an overview of Amazon PPC advertising and the advantages it can provide for increasing product exposure and sales.

Learning the PPC Facts

Let’s start with some fundamentals. The advertisements that appear on Amazon’s search results pages and on product pages are what Amazon refers to as Sponsored Products ads. “Sponsored” refers to the fact that these ads are paid for by the product’s seller.

 The ads appear based around keywords entered during a product search. As a seller, you’ll bid for a keyword related to your product, such as “thank you cards.” Whenever someone searches for that keyword, the amount of your bid will determine the position of your ad. If you have the highest bid, you’ll win the first position. The second-highest would claim the second spot, and so on. You don’t actually pay for the bid until a consumer clicks the ad to view the product page, which is why these ads are known as pay-per-click.

Another important topic is CPC or cost per click. This cost reflects the efficiency of your ad spending based on how many consumers clicked your ad. If you spent $80 on an ad, and 40 people clicked the ad, your CPC would be $2. The significance of CPC is that it indicates how well your ad is performing. To differentiate, PPC is the overall advertising plan, whereas CPC is the performance gauge of your plan. Note that Amazon PPC ads are available only to sellers on the Professional plan.

What You Can Gain from PPC

Visibility

Sponsored ads enable a great means of exposure with your target audience. PPC ads draw attention to your product, providing a photo, price, and title (or the first part of it). It also shows if you’re a Prime member, when the consumer will receive it, and your review rating. These basics all form the hook that will intrigue someone to click the ad to learn more. Consumers can then compare your offering with those of your competitors and become familiar with your brand.

Sales

Greater visibility leads directly to greater potential for sales. In some cases, sponsored ads have enabled no-name businesses to steal sales away from larger, more established brands. By doing so, a smaller business can build enough sales to compete with those large brands and take market share away from them.

Performance Monitoring

Within Amazon’s Seller Central, you can monitor your Sponsored Products performance and make adjustments depending on how well you’re doing. You can reduce or increase your bids on the keywords you’re ranking for or choose to stop bidding on keywords that aren’t going well. All this allows you to use your ad budget wisely and fine-tune your campaign.

Keyword Categories

Not everyone searches for products using the exact same keywords. Giving your ads the biggest potential for exposure requires connecting your ads with the different possibilities of search terms. Keywords are categorized in three different groups:

  • Exact: Just as it sounds, this would consist of an exact match of a keyword, such as
    “thank you cards.” In this category, your ads would only appear for searches for this exact match.

  • Phrase: This category would be a step beyond exact match but include the phrase itself in the
    same order as exact match. Many different derivations may exist, but the keywords must appear
    in the right order. Here are some phrase match examples:

    • Thank you cards with envelopes

    • Thank you cards baby shower

    • Thank you cards wedding

  • Broad: This category provides the broadest potential for your ads to appear. Keywords can
    appear out of order and include modifiers. Examples would be

    • Card thank you funny

    • Gift cards thank you

    • Cards thank you religious

By using a combination of all three categories, your ads can appear in front a wide array of consumers and increase your chances of clicks and conversions.

Using Automatic and Manual Campaigns

As you start your campaign, you have a couple of different campaign options when it comes to targeting keywords. You can either take a manual approach and choose which keywords you want your ads to target, or you can allow Amazon to do the targeting for you automatically, based on what it considers the best keywords to be for your product.

 Automatic is the best place to start and will enable you to compete in the auctions that make sense for your product. When using an automatic campaign, you’ll set your budget limits and Amazon handles the rest. After you’ve begun, Amazon will send you a report breaking down your performance, listing your keywords, clicks, and conversions. You can determine how frequently you’d like to receive the reports, which can be generated every 12 hours.

A manual campaign will put all the control in your hands, but you’ll need to do your research before choosing your keywords. It’s best to use a manual approach after you’ve had an automatic campaign under way and now you want to target specific keywords that you’re ranking well for. You’ll also be able to bid for exact, phrase, and broad matches, and you’ll be able to set your bids depending on your budget and performance.

Weeding Out Negative Keywords

As your campaigns grow and certain keywords are performing well, you can start eliminating those keywords that are no longer relevant or aren’t leading to conversions. Amazon’s algorithms will monitor any keywords that you’re bidding for that aren’t generating clicks, and your organic rankings will consequently suffer. Removing those poorly performing keywords will help your spending be as efficient as possible and help you focus on the keywords you can compete well for.

 Also, when it comes to those keywords you’re converting well for, you can devote an entire campaign to that specific keyword. In order to do so, you’ll need to remove that keyword from an existing campaign by making it a negative one. You’ll then create a manual campaign devoted to that keyword.

Putting Your PPC Campaign in Action

Now that you have an understanding of what PPC can help you achieve, you’re likely already thinking about how you can put it to use in your Amazon selling endeavors. In addition to being something any seller should put into practice, PPC can have distinct advantages when launching a new product or for getting seasonable products some attention during specific times of year. Taking advantage of the advertising channels that Amazon provides is crucial for giving your products some valuable exposure and a reliable means of increasing your chances for sales.

 As you get started learning your way around Amazon PPC advertising and get some hands-on experience, the team here at Viral Launch can answer questions and provide help when needed. Our Amazon PPC expertise and insights have been built on years of launching thousands of products. We’ve helped new brands establish themselves in the Amazon marketplace by using our sales and rank strategies to lay the groundwork for long-term success.

Are you interested in putting some of this strategy to work for you? Start your free trial of Kinetic, or learn more about how our team of in-house experts can run your ads for you with Kinetic Assist.

How to Prepare for the Amazon Policy Crackdown on Product Titles

The title of a product on Amazon carries a lot of weight when it comes to organic rank and click-through rates, and if your listing isn’t in step with the official style requirements, the upcoming Amazon policy enforcement should motivate you to make some changes.

Amazon recently announced that on July 22 it will be “suppressing ASINs from Amazon Search that violate Amazon’s title guidelines.” According to the announcement, the reason behind this new enforcement is that titles that don’t comply with Amazon’s guidelines “result in a poor customer experience.”

As shown in the news release above, the announcement mentions some specific requirements:

  • No promotional language can be used, such as “free shipping” or “100% quality guaranteed.”
  • Other examples would be “Best Seller” or “Hot Item.”
  • No non-readable characters can be used, such as HTML code.
  • The length of a title can’t exceed 200 characters. Titles must include “product identifying information,” which describes what the product is, such as a garlic press or first aid kit. 

Although not mentioned in the announcement, the Amazon Style Guide also contains a number of further requirements, such as using all caps or special characters (such as ! or $) being prohibited. 

No one wants their business to be disrupted, so it’s important to understand the effect of what this new level of Amazon policy enforcement may have on your brand, and then take some practical steps to ensure you can maintain your visibility and sales.

What This Means for Amazon Sellers

The most important element of a product listing is its title, and having it optimized for organic search is a vital part of gaining visibility under any conditions. 

The “suppression from search” for those who violate the title guidelines is open to interpretation,  but the announcement indicates that this suppression would actually be a removal from search entirely. 

Amazon mentions that if a product title is penalized, “[o]nce the issue is fixed, we will remove the search suppression and the ASIN will appear back on Amazon search.”

From this statement, the penalization wouldn’t be a matter of your product taking a drop in organic ranking and be languishing many pages deep in a search. It would be an outright elimination from organic search, and the effect on your product’s visibility and sales would bring your business to a halt.

Considering the amount of products that exist in Amazon’s marketplace, how quickly they will be able to roll out this tighter enforcement is uncertain. It likely won’t happen immediately, yet ensuring your title is compliant with the style guide so that your product remains searchable should be your current top priority. 

Getting Your Listing Ready for Compliance 

To avoid losing visibility, ranking, and sales, we’ve provided a list of crucial steps for becoming compliant with the title guidelines.

In case you aren’t clear on the guidelines or need access to them, we’ve created a downloadable spreadsheet, Amazon Style Guides by Category. It breaks down what the title counts have previously been for each category and provides links to the style guides for each category. The announcement states that title character counts cannot exceed 200 characters, so it remains to be seen if certain categories will continue to be limited to 50 characters. 

Another requirement in some categories is that businesses must include their brand name in their product titles. Although this helps promote your brand, it essentially restricts the character limit even more, forcing business to balance visibility, precision, and helpful information.

In order to be prepared before the deadline arrives, these five tasks will help you stay compliant and avoid any issues:

1. Access your style guide from our spreadsheet and track down the category-specific limitations for your title. Find what the exact character count and if you’re exempt from having to include your brand name. Keep in mind that the style guides may be updated after this article has been published, so be sure to stay up-to-date.

2. Write a new title, staying within the new limit for your category and including your brand name, if required. Our tool Listing Builder can help you quickly devise a new one and move any previous info from your title into your bullet points.

3. Set up organic rank notifications for a particular keyword in Keyword Manager. Go to the Notification Settings, and under Rank Change Notifications, choose to receive messages based on whether the rank increases or drops, or only if it drops. You can then specify how high or low you want the rank positions to be and in this instance you should set wide parameters for the notifications. The tool will then message you if your organic rank changes after the new policy goes into effect. (You can also receive notifications on your Sponsored Rank, as shown in the GIF below.)

4. Set up buy box and Best Seller Rank notifications in Competitor Intelligence for your ASINs. If any changes occur, you’ll be informed and can respond. Using CI, you can track keywords a competitor is targeting and indexed for, and see the keywords’ organic rank. You can then choose to receive change alerts for the keywords’ ranking. This can occur on an hourly basis, as shown below.

5. If you’re notified that your ASIN is affected, implement your new title and bullets to your product listing. After you make this update, Amazon will re-index your listing, so you’ll temporarily see a drop in your organic ranking, but based on your sales history, reviews, and traffic, you’ll see your rank resume its position.

Stay Compliant, Stay Successful

The recent announcement regarding titles has received a variety of different reactions, and many sellers may be asking why it took Amazon so long to enforce its own policy. Whether you’re in favor of the crackdown or giving it the thumbs-down, ensuring your title meets Amazon’s policy requirements will keep you from being penalized with a loss in visibility and help maintain your sales opportunities. 

For any help getting in step with Amazon’s product title guidelines, contact us at service@viral-launch.com. Our team can ensure your product listing complies with Amazon’s style guide and is optimized to increase your visibility, conversions, and business growth.

The Surprising Data Point that Influences Search Volume

The Surprising Data Point that Influences Search Volume

There has been a lot going on with Amazon lately, so join us for a recap of the latest news.  Casey discusses Amazon fee changes, Amazon search volume updates, and sponsored ad placement. You won’t believe the data point that influences search volume change!      

FBA Fee Updates Blog Post: http://bit.ly/AZchanges2019 

Amazon API Blog Post: http://bit.ly/future-of-search-volume 

Sponsored Ad Placement Webinar: http://bit.ly/keyword-tracker  

Sponsored Ad Placement Blog Post: http://bit.ly/ad-placement 

Listen on iTunes Listen on Stitcher 

REBROADCAST | Failing Successfully: How To Use Failure To Grow Your Business w/ Casey Gauss

REBROADCAST | Failing Successfully: How To Use Failure To Grow Your Business w/ Casey Gauss

A lot is happening at Viral Launch, and we will be taking a little break! Get ready for some great new shows coming your way with Casey Gauss, founder and CEO of Viral Launch. In the meantime, enjoy this rebroadcast of “Failing Successfully: How To Use Failure To Grow Your Business”.

Sellers in the Amazon space today seem to only talk about success. But what about the other side? The side that sees less attention? As a seller, it’s important to recognize that failure is a critical aspect of growth for you and your business. Successfully handling failure on Amazon can make or break even the greatest sellers. With the right systems in place, it can be used as one of your most valuable assets. Scaling your business effectively means knowing how to best respond to failure. In this episode, we break down how you can leverage failure to effectively grow your business. We’ll talk through how you can shift your mindset towards failure, and how this mindset shift can change your life as well as your business.

Listen on iTunes   Listen on Stitcher

How to Sell Books on Amazon

A Beginners Guide (Part 1)

We’ve all been there. You look around and notice you have somehow collected enough books to open a mini library. There’s old textbooks you’ll never use, books that were given to you as gifts, and the stack of books you keep saying “one day” to.

No? Just us? That’s fine.

The point is, sometimes you find yourself with a stash of books, and you don’t know what to do with them. You could donate them, but sometimes those books cost a small fortune. And you don’t want to lose out on all that cash you spent on that geology textbook you didn’t even use (Sorry, college professors). So, what do you do with them?

 

Solution: Sell Used Books on Amazon

 

If you’re looking to get into the Amazon selling game, selling your new or used books is a great place to start. There’s no risk of spending a small fortune sourcing a product that may or may not sell and no need to worry about manufacturing or importing costs.

And if you’re already in the Amazon selling game, adding books to your inventory is a no-brainer if you’re looking to make a few extra bucks here and there.

 

How to Sell Used Books on Amazon – Getting Started

First things first, you’ll need a stash of books to sell, and you’ll need an Amazon seller account to access your dashboard, Seller Central. Amazon offers two types for you to choose from: Individual Seller or Professional Seller

 

Individual Seller: $0.99 per sale closing fee, NO monthly subscription

Professional Seller: $39.99 monthly subscription fee, NO per sale closing fee

 

If you’re unsure which option is right for you, consider how many books you are wanting to sell per month. Amazon allows a maximum of 40 items per month on an Individual seller account. If you are planning on selling more than 40 books, or you are planning on selling books in addition to other products totaling more than 40, you will want to opt for a Professional seller account.

 

Listing Information – What You Need to Know

Once your Seller Account is all set up and ready to go, gather the appropriate information about your books. This allows you to have all your information readily available when it comes time to actually list them on Amazon.

Whether you just make sure you know where the information is located in each book or you write it down so it’s all in one place, here is the information to gather:

  • Title
  • Author(s)
  • ISBN
  • Publisher information
  • Book condition

 

What’s an ISBN and where can I find it?

ISBN is an International Standard Book Number. They always consist of 13 digits and are assigned to each edition and variation of a book. It can be found on the book’s barcode.

How do I know what the book condition is?

When selling pre-owned books on Amazon, you are required to list the book’s condition. This is applicable to hardcover and paperback books.

Your books can be one of six types of conditions:

  • New
  • Used – Like New
  • Used – Very Good
  • Used – Good
  • Used – Acceptable
  • Used – Unacceptable

Books categorized as Unacceptable are not sold on Amazon. This includes books that are sale of advance reading copies, including uncorrected proofs, of in-print or not-yet-published books.

 

Listing Books to Sell on Amazon

Once you have all the information, you’re ready to list your books for sale. When it comes to actually listing books, Amazon is by far the easiest platform to use. Creating a listing for your book can take as little as one minute.

When starting a listing, there are three different options for you to choose from:

  • “Sell Your Stuff” and enter the Title or ISBN number
  • Search for the book as if you were wanting to buy it and click “Start Selling”
  • List a New Title if no results come up for the ISBN you’re wanting to sell

 

Sell My Stuff

Go into your Seller Central and find the “Sell Your Stuff” tab. Type in the title or the ISBN number and search. Make sure your category is set to “Books.”

Click “Start Selling” and begin your listing.

Start Selling

Go to the Amazon homepage and use the search bar to find the book you are looking to sell. Once you find it, go to the listing detail page.

Click “Sell on Amazon” on the right side of the screen to begin your listing.

New Title

On the rare occasion the above two options don’t work, Amazon will provide you with the option to create a brand new listing.

This will happen when you search for an ISBN and no results come up, meaning there is no existing listing for that book. Amazon will then direct you to begin a new listing.

For a new listing, you will need to provide the following:

  • Title
  • Author
  • ISBN
  • Publisher information

 

Setting the Price – What’s the best price to sell my books for on Amazon?

When listing your book, Amazon shows you how many other offers for the same book are being sold and what price range the books are selling within.

This is super convenient and helpful, as it will allow you to determine your price point. If you’re a new seller listing a single copy of a book, you should list it as the lowest price in the price range. This will boost the chances of a quick sale.

For some books, it might make more sense to list in the higher price range. This could be for current edition textbooks, first edition novels, or special edition books.

 

Shipping and Costs

Once you input all the required information and click “Save,” your listing will go live on Amazon and will be ready for potential buyers to search for.

You will need to decide on your shipping method: FBM vs FBA.

 

FBM – Fulfilled by Merchant

If you’re only selling a handful of books, this might be the option for you. Because you already have the books, you just keep them in your house until someone buys them. No additional storage fees! Once a book is sold, you are responsible for boxing it up, labeling, and shipping it out. Shipping costs can be calculated into your initial price point.

FBA – Fulfilled by Amazon
If you’re selling more than 40 books, multiple copies of a book, or you don’t want to have to worry about shipping, FBA is a great option. For extra fees, you ship your inventory to an Amazon Fulfillment Center and they take care of the rest when an order is placed.

 

Make sure you fully research the pros and cons of FBA and FBM before deciding. Deciding on a fulfillment method is important as additional steps and fees may apply.

 

The Pay Out

Getting paid is arguably the best part about selling on Amazon. If you already set up your seller account and have everything approved, you probably remember Amazon requesting your bank information.

Amazon will directly deposit payments into your account every two weeks. Each deposit can take up to 5 business days and Amazon will send you a notification when the payment is sent.

 

Other Ways to Sell Books

If you’re looking to sell books that aren’t pre-owned or used, there are definitely options. Amazon offers 5 book selling portals for you to sell from if you wish. These portals are for selling e-books, audio books, and even self-published books. But that’s a blog for another day!

 

If you’re interested in learning more about how to become an Amazon Seller, subscribe to the Viral Launch blog, YouTube channel, and our podcast: Follow the Data: Your Journey to Amazon FBA Success.

 

While Amazon is now the second largest ecommerce platform in terms of sales, it actually got its humble beginning as an online bookstore in 1994. It all began inside of Jeff Bezos’ rented garage in Bellevue, Washington!

Jeff Bezos chose books due to the high demand of literature worldwide and their low price point. This still stands true today so selling used books on Amazon is a smart move to make some extra pocket change and relieve your overcrowded bookshelves.