Working with advertising on Amazon, it is sometimes difficult to understand why it does not bring the desired results. Often the reason could be found in PPC work errors. Clients usually ask our colleagues what not to do in the PPC model on the marketplace, and what steps drain the budget before advertising starts to affect sales.
Having extensive experience with the Pay-Per-Click ads model on Amazon and other trading platforms, we suggest you consider the top 5 most common mistakes. By knowing and avoiding them, you can take a few steps closer to an effective marketing strategy. We also offer you to consider cases when our clients’ advertising on Amazon did not work, and after analysis we eliminated the problems. These changes contributed to successful sales of goods on the marketplace.
You registered on Amazon and set up ads. But something does not work, the budget ends quickly, in the middle of the day. You need to go to the advertising account and analyze the keywords that you used for the advertising campaign. Now everything is clear. Here is the first mistake – the wrong choice of keywords. If you do not fix it, it will lead to negative consequences for your business:
It is very important to work on the keys, remove some, replace some, and you will correct the first mistake in working with PPC.
You have set up ads on Amazon and are waiting for users to actively buy your products. However, the results do not live up to expectations. You check all the settings and see that the budget has disappeared somewhere. What is the reason? Here is the second mistake – there are not enough budgets for promotion, you do not know how quickly the daily budget ends and how much money you need for this. This happens if you do not investigate and analyze the level of indicators to determine the required budget.
To do this, is needed to analyze the following indicators:
It is worth reviewing the statistics of the advertising campaign and analyzing it. This way you will notice which days of the week customers are more likely to shop. These days you need to increase the budget, which will increase efficiency. It should be noted that the analytics are displayed with a delay of 2 weeks.
If, after launching an ad, you have problems with the optimization and analysis of your advertising activity, then in most cases this is due to the lack of an advertising structure.
How to build an advertising structure? We offer you the following tips:
– what type of campaign it is;
– what match type in key queries;
– which cluster of keys or categories the campaign belongs to;
– what product is being promoted;
– what bidding strategy is used;
– goal of the campaign (desirable).
In addition to making it easier to process data and make decisions based on it, it will also improve the effectiveness of the campaigns themselves, since they will have fewer errors.
Don’t set profit maximization goals until you’ve reached the top competitors’ sales. Otherwise, you won’t be able to reach a low (the lower the better) seller rank. But this applies to conversion only in the context of the fact that when we are trying to maximize profits, we need to leave only converting keywords. This will reduce costs along with the number of sales, and this affects the sales rank, and thus the organic issue.
If you have eliminated all the above errors, and PPC is still not working as it should, review your advertising account again. Perhaps you decide to promote all products with one campaign, and this is the fourth mistake on our list. It is impossible to use a small budget and advertise the entire range of your brand at one time. This will result in the following:
Never try to do everything at once. Divide products into different portfolios; create different advertising campaigns for them. Then you can analyze them, increase efficiency and successfully make sales.
After setting up all the advertising options on Amazon, some sellers leave ads unattended, thinking that everything will work by itself. However, the results again do not meet your goals. You start creating new campaigns, testing different types of campaigns, and stopping old ones. You need to understand that different types of PPC campaigns have their own advantages and disadvantages. You can use all types, and they will bring you positive results only if you intervene and constantly monitor the campaign.
After launching the ad, you need to:
These and other actions with settings should be performed only when necessary, when you see the appropriateness of changes. It is the control of advertising that will help to improve it and increase its effectiveness.
Now let’s look at significant errors in the PPC settings on the marketplace that our clients have dealt with. We helped them understand what the problem was and fixed the situation. After that, the ad showed effective results and convinced customers that PPC works great on Amazon.
Case 1. How did a high-frequency query affect advertising:
Case 2. Lack of structure:
Every seller on Amazon can make mistakes when working with ads. Among the biggest problems are:
The most important tip for a successful PPC launch is to carefully prepare your listing. To do this, check the quality of your product images, prepare up-to-date product descriptions, formulate good product names using relevant keywords, and use “A +”. These are the primary steps before the start of the promotion, which must be done so that properly configured advertising campaigns work more efficiently in the future. By knowing the above mistakes, you will avoid them. All this will bring you closer to successful Amazon sales and revenue growth.
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