Why a Better Conversion Rate is the Key to Winning Amazon PPC Campaigns | Summary and Q&A

TL;DR

Learn the key elements of running a successful PPC campaign on Amazon and how to optimize for profitability.

Key Insights

• ☠️ Focus on increasing conversion rates by optimizing your listing and images.
• 👨‍🔬 Launch auto, broad, and phrase match campaigns to discover profitable keywords and search terms.
• ✋ Regularly review and optimize campaigns to eliminate keywords that are not generating sales or have high ACOS.
• 🔊 Prioritize specific keywords that drive conversions rather than chasing high search volume but irrelevant keywords.
• ☠️ Use sponsored videos and headline search ads to improve impression share, but prioritize click-through rate and conversion rate optimization over top placement.
• 🇨🇷 Experiment with bidding strategies, such as dynamic up and down, to find the most cost-effective approach.
• 👻 Consider hosted image solutions like Shopify or alternative platforms to overcome issues with image hosting for flat files.

Transcript

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Questions & Answers

Q: How do I index keywords that I can't add to my listing due to character limits?

If you've maxed out your listing's keywords, consider using A+ content, meta descriptions, questions, and answers to include additional relevant keywords. Running PPC campaigns can also help target these keywords.

Q: How should I advertise variations by size, such as in the mattress category?

Separate your keywords by size and create separate campaigns targeting each size variation. Also, identify broad keywords that are not size-specific and include all variations in those campaigns to capture specific and general traffic.

Q: How can I manage multiple client accounts on Seller Central?

Request user permissions from your clients to access their accounts instead of creating new Seller Central accounts. This allows you to manage their campaigns while maintaining their account ownership.

Q: Are there any new strategies or techniques for PPC advertising?

While the PPC landscape hasn't drastically changed, focusing on click-through rate optimization, conversion rate optimization, and continuous keyword testing can significantly improve campaign performance.

Summary & Key Takeaways

• Running successful PPC campaigns on Amazon requires a combination of keyword research, ad optimization, and conversion rate optimization.

• Start by launching auto, broad, and phrase match campaigns to discover profitable keywords and search terms.

• Monitor the performance of your campaigns and identify keywords that are not generating sales or have high ACOS. Negate these keywords or lower their bids.

• Regularly optimize your listing to improve conversion rates, including main image, price, reviews, and product description.

• Focus on driving traffic to your listing at a lower cost per click and aim to increase organic rank for long-term profitability.