Can you remember a time when your Amazon PPC strategy worked well for a while but then stopped? Have your efforts caused you to make less money? Would you like to know why they might not be working? You might not be making as much money as you could from your efforts because you are doing something wrong.
People who have worked with Amazon PPC ads know how hard it is to do this. The algorithms and marketplace on Amazon are always changing, and the setting is competitive because there are other sellers.
Campaigns can’t just be set up once and left alone; you have to keep an eye on them to make sure they’re still working. This article talks about some common issues that can stop your ads from working.
No Clear Segmentation
With mixed-match PPC campaigns, it’s not easy to meet a lot of different goals. The buzzwords you use should be tailored to the specific ad campaigns you’re running.
Many things may come before or after your main keyword if you choose a broad keyword or phrase. This makes it harder to figure out which word or phrase worked best by analyzing the data. When you use exact matches, you know exactly how it did and can more easily figure out what its strengths and flaws are.
It makes sense that exact keywords cost more than broad terms when it comes to bidding. That might be why some people pick keywords that are more general instead.
One more reason could be that sellers are trying too hard to please everyone in one campaign and not enough time is spent on specific goals. Their strategy will not produce satisfactory outcomes since they pick a lot of keywords.
To fix this issue, be careful and precise as often as possible. Develop ads around a small number of keywords so you can better track their performance. Doing things slowly and steadily keeps your ads or best-performing keywords moving forward.
Bidding Too Low
Again, this mistake doesn’t make a lot of sense. It makes sense that the more you bid, the more clicks will cost. Yes, but there’s something else you need to think about. Click-through rate and ad rank are each other’s partners. There are more clicks when the ad rank goes up.
Do you know what? Get clicks early on in a campaign. It takes longer to find the best keywords, ad copy, and landing pages when you’re not getting clicks right away. You end up spending more on bad ads and terms if you slowly raise your bids. What’s worse is that your poor-performing ads are costing you potential sales.
So, slowly raising your bids may seem like a good way to save money, but it ends up costing you more in the long run.
No Call Tracking
In many cases, phone calls are one of the best ways for businesses to get new customers and leads. As important as leads are, and as call tracking tools like Google’s call routing feature are widely available, most businesses still aren’t tracking their phone calls properly.
Not keeping track of your calls means you can’t tell which outlets are bringing in the most sales, which means you can’t tell which campaigns are making you money. Call tracking is thankfully pretty simple to set up.
Like, you can use a forwarding number in the call lines for your ad copy and record calls down to the ad group level. You can also add a small piece of code to your website that changes your main phone number to a transfer number on the fly. This will let you see which campaigns led to which calls from your website.
Disregarding The Importance Of Keyword Research
Ad performance can go down if you don’t pay attention to keywords, which are an important part of your Amazon PPC tips. People who are new to pay-per-click (PPC) often think they know the main keywords for their product, but this reduces the potential of their campaign.
Increase the number of different themes you use. Core keywords, synonyms, broad keywords, and general category keywords should all be on your list of keywords. Your main term will be “silicone baby bib” if you’re selling a silicone shirt for babies.
If you sell silicone baby bibs, your keyword is “silicone baby bib.” Bibs for weaning, and feeding, and Generic keywords include “baby feeding essentials,” “baby weaning items,” and “baby bib,” “bib.”
Not Targeting Keywords Based On Their Match Type
Broad
The customer’s search term must include all of your keywords, no matter what order they are in. Accusations, plurals, nicknames, and accents are also close variations.
Your ads will show “hemp supplement,” “hemp supplements for dogs,” “organic hemp supplements,” and other terms that are similar to “hemp supplement.”
Phrase
When it comes to rules, phrase match type is stricter than broad match type. People who look for something will see your ads if they include the exact phrase or string of words. “hemp supplement” is your phrase match term.
Your ads will show for “hemp supplements for dogs” and “organic hemp supplements,” but not for “supplements with hemp.”
Exact
For exact-match keywords, the search term should be a perfect match for the phrase and the way it is put together. With the exact match type, your ads will be shown to people who are most likely to buy our goods.
Your ad will show up when people search for “hemp supplement” and “hemp supplements” if your search term is an exact match. You use the broad match type to get more people to your site, while the phrase and exact match types are used when you don’t want to spend too much.
Keyword match types make it less likely that you’ll reach people who aren’t interested. You tell Amazon’s system how you want your ads to match shoppers’ search terms by setting match types.
Casting A Wide Net
A common mistake advertisers make is only addressing broad, general terms, which usually have a crazy amount of searches. It’s not smart to try to sell “means black hiking shoes” to everyone who is looking for “men’s shoes.”
It costs more for your ads to show up in front of shoppers who aren’t even slightly interested in buying your product when you only target basic terms.
You can instead focus on particular keywords that are related to your goods. The smaller your ACOS, the more specific your keywords are.
Neglecting Detailed Page Quality
This is where you close the deal: your information page. When it comes to Amazon pay-per-click (PPC) campaigns, everything can go wrong if you don’t build a strong offering.
Your ad clicks won’t turn into sales if the post they land on isn’t complete. Customers feel confident enough to buy when the product detail page has 15 or more reviews, high-quality pictures that tell them what they need to know, detailed text, and an “in stock” indication.
Check your information page more closely to see if it has these things:
- Correct and detailed on-page copy—title with all the important details, five helpful bullet points, and a beautifully written summary (A+) Related Content
- There are high-quality pictures with a white background, information pictures, and shots of everyday life.
- At least 15+ confirmed reviews with at least 3.5 stars
- Buy box availability
- Stock availability
Not Including Negative Keywords
Not showing up in the SERPs is what negative keywords do to your ad. Making the mistake of not using negative keywords can cost you a lot of money.
This is an example of a business that sells “men’s hiking shoes.” Customers shouldn’t see your ad when they look for “men’s formal shoes.” People may click on your ad because they’re interested in looking at your hiking shoes, but they are not yet ready to buy.
For your ads to get clicked on by people who are looking for your product, you should make a list of negative terms.
Your ad campaign terms that aren’t converting can also be negative keywords. Your campaign will make more money without losing exposure if you get rid of those keywords.
Creating Automatic Or Manual Campaigns, Not Both
Good Amazon PPC tips need both automatic and manual campaigns to work. By using both automatic and human campaigns together, you can get a lot of information and still be in charge of your entire ad spend.
With automated Amazon ppc, you can use Amazon’s information. To get the most sales, pick out the most profitable keywords from your automatic campaigns and use them in your human campaigns as well. To make your human campaigns more profitable, find the keywords that don’t work in your auto campaigns and remove them.
Setting & forgetting
You don’t have to look at the ads dashboard all day. You only need to log in once a day to work on your ads. Daily check-ins help you keep up with changes in your projects because a lot can happen in one day.
Here’s what you need to do every day:
- Get the search term report and figure out which keywords will make you money and which will not.
- Raise prices on keywords that bring in good money
- Put all the terms that don’t belong on the negative keyword list.
- Look over all of the projects’ budgets.
- Look at your key performance indicators (KPIs), such as hits, click-through rate, cost per click, sales, and ACOS.
- Keep an eye out for big price jumps
Not Waiting Long Enough
It’s not realistic to think that a PPC campaign will turn into a money-making machine quickly. Ensure that your ads run for a long enough time to gather enough data that you can use.
You should wait at least seven days before making any changes to ads that you just started. Changing things before this time is based on data that isn’t full and isn’t accurate.
Depending A Little Too Much On Paid Sales
Sellers who want to see their businesses grow over the long run know that advertising should work like snowballs, boosting both organic growth and brand awareness. Checking your TACoS (total advertising cost of sales) is one way to see how well your pay-per-click ads are helping your business grow.
While ACoS and RoAS help you figure out how well your ads are doing, Amazon TACoS shows you how well your whole business is doing.
How To Fix The Mistakes?
Change Your Campaign Structure Once You’re Sure
Changing the structure of your Amazon PPC strategy without knowing how it will affect your results is very risky if you don’t have a different campaign structure. Generally, don’t make too many changes to your promotion when it’s already doing well.
So, you shouldn’t change keywords or items in your campaign if you want more control over it but aren’t sure if it’s a good idea. You should always set up a system to keep as much control over a campaign as possible. If you want to control one of several ad groups in a campaign, this is even harder to do.
One common example is having a broad ad group for a specific term or finding keywords that aren’t being used enough in the current structure. If your campaign structure isn’t right, making changes can hurt all of your other ad groups and lower the overall performance of your campaign.
Here are other signs of an unproductive campaign structure:
- You find it hard to keep getting the same results.
- Nothing changes with your optimizations
Use Video Ads To Leverage Your Campaigns
66% of shoppers would rather watch a video than read boring details, and 84% say that watching a brand’s video makes them more likely to buy a product or service.
All ad types should be used in your efforts regardless of what they are. Accounts that are good at ACOS sometimes forget that Sponsored Video Ads can help them do even better.
When Amazon advertises and suggests these services, some people might think the company is forcing them to use them. It’s not true, though. As bad as it is to overuse one of these ad features and ignore the other, not using any of them is even worse. Some creative ad types may also hurt your rankings if you don’t use them properly.
Try Some Automated Features
You can set up either automatic or manual ad efforts on Amazon. You will have the most power over your campaign if you run it by hand, but some automated features are helpful too. Keyword research is the main computerized trait that can be useful.
You can find out what search terms work best for your product by running an automated amazon ppc for a product group for a few days. Then you can use those terms in a traditional campaign.
Don’t waste money by running an automated campaign when you only need it for study. You should still do keyword research by hand because it can help you find topics that Amazon might miss.
Bid Higher When You Add New Keywords
Adding new keywords to a current automated amazon ppc means starting with a higher bid price (around $0.75, but this can change based on the category). Because there is no background for new keywords, Amazon has nothing to go on when deciding which ads to show.
In this case, you can get some impressions and clicks on your new term by setting the bid price higher at first. Later, when you have more data about this keyword, you can lower your bid price to see what works best.
Adjust Spending Based On Product Performance
Each ad group will usually have a lot of products with the same keywords. You can learn what products work best in an ad group over time and which ones don’t. Over time, get rid of items that don’t do well in an ad group to get the most sales from that group and the best return on your Amazon PPC campaign.
The best-performing goods are the ones that are most likely to convert. This is how you send your impressions and clicks. You can also change where your ad appears on a page and how many clicks you expect by changing your bid price. Your buying and sales will be at their best once you’ve made these changes.
Specialize In Long-Tail Keywords
Long-tail keywords are highly specific sentences that are longer and include more information. As a result, your product is more likely to show up because there is less competition for those terms.
Additionally, users who are more thorough in their searches already know exactly what they want to buy, which makes them more likely to make a purchase. Just be sure that these keywords are related to your product, or else this plan won’t work.
Second, optimizing the landing page experience keeps users engaged and converts. Make your landing page user-friendly, fast, and informative about the product in the ad.
With a seamless transition from the ad, the landing page should reinforce the messaging and encourage visitors to buy or sign up for further information. If your ad advertises a product, create a landing page with thorough descriptions, high-quality images, and easy navigation to help customers buy.
Finally, when promoting your products on Amazon, create intriguing ad language and employ eye-catching pictures, especially focusing on high-quality Amazon Product Photography, to increase CTR. Test multiple ad formats, headlines, and calls to action to find what works best for your audience.”
To increase urgency and action, use dynamic ads like discounts, promotions, and limited-time deals. Take advantage of product promotion by highlighting the price or deal in your ad copy to boost clicks.
Automatic & Manual Targeting
Manual targeting has its uses, but automatic targeting can help you find products and keywords you hadn’t thought of before. By analyzing your product listing, Amazon’s algorithm automatically targets search phrases and products that are relevant to your audience.
New items or merchants seeking statistics on client search behavior can benefit greatly from this technique. Based on your product qualities, Amazon may automatically target keywords such as “exercise mat” or “fitness gear” if you’re selling a yoga mat, for instance.
Although automated amazon ppc has the potential to provide a large volume of impressions and clicks, the targeting and precision of these campaigns are not guaranteed to match those of human marketers.
With manual targeting, you may pick and choose which categories, products, or keywords to include in your ad campaigns, giving you greater agency. With this method, you can zero down on the audiences, goods, or search terms that are most likely to result in a sale.
You can narrow your target audience by selecting certain keywords, such as “organic green tea” or “loose-leaf herbal tea,” if you’re offering a one-brand organic tea. Improve your return on investment (ROI) and increase conversion rates with manual targeting, which gives you more control over your ad campaign.
Apply Strategy Testing
Once your Amazon PPC ads are up and running, you decide which keywords to bid on, how much to spend, and how long you want the ads to run for. Of course, the data you collect every week will also change.
It’s important to look over the ad reports and use them to change how you choose keywords and how much you bid. Combine all the choices you have to see which ones work best for your advertising efforts.
Study the Results
The results of your advertising efforts can be studied using key metrics like ROAS and ACoS. Looking at these results, you should ask yourself which ad campaigns brought in sales with the least amount of money spent on ads.
These automated amazon ppc can be boosted, and efforts that aren’t working well can be turned off. Keeping an eye on your results at least once a week will help Amazon show the exact data that your Campaign Manager submitted. Amazon SEO is one of the amazing way to generate organic leads to business too.
More can be added to our list. You have to keep working on improving your efforts. Besides that, it’s important and takes time to keep an eye on the market and the competition.
Also Read: How to Set Up Amazon PPC Campaigns? Pro Tips and Mistakes to Avoid
