Amazon is one of the world’s largest companies, and thousands of businesses worldwide sell their products via the Amazon marketplace. Most people know this, but did you know that Amazon also has a PPC marketing platform similar to Google Ads and Facebook Ads?
In this article, I answer the question, what is Amazon PPC including looking at how it works, the types of ads you can create, and how to optimize your Amazon PPC campaigns.
Amazon PPC is an advertising platform specifically for the Amazon marketplace which allows third-party businesses such as yourself to create customized adverts for their products. Each time an ad is viewed and clicked on, the business is charged a small fee by Amazon, as per the standard pay-per-click model.
These ads use keywords that customers are expected to search for when looking for products on Amazon. When a customer completes a search with a keyword from your ad, the ad or product listing is then displayed in their search results.
There are various metrics involved to measure the success of your ads including ACoS, attributed sales, impressions, and clicks. A first-rate PPC service can help manage these things and optimize your ads, but it’s still a great idea to learn and understand the basics.
So, we know that as a business you create ads using the Amazon PPC platform. These include keywords that act as triggers. When someone searches on Amazon and uses a keyword in your ad, it could be displayed as a search result.
If the person then clicks on your ad, you get charged by Amazon. Like Google Ads, Amazon Ads has some key metrics that you must be aware of – I mentioned them above, but I describe them in more detail below:
With these four metrics, you can calculate the effectiveness of your Amazon PPC ads and create tangible goals to work towards.
It’s vital to understand the different types of ads available on Amazon PPC as they work in different ways:
When looking at Amazon PPC, one of the most common questions I get is how long does it take for Amazon PPC to work? I get it – everyone wants to see results and a quick ROI. With Amazon PPC, there is no definitive answer; how long it takes depends on various factors. However, for a generalization, you can expect to see results anywhere between 1-2 weeks.
Different types of ecommerce business will approach their PPC campaigns differently, but there are some things you can do to monitor and optimize your Amazon PPC including:
As you can see, Amazon PPC has so much potential for businesses that sell their products on this platform and want to gain a competitive advantage. The key to success is to perform appropriate research, experiment with different ad copy, and be clear on your budget and what you want to achieve.
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