Understanding Amazon PPC Advertising & Keyword Seasonality

Aug 19, 2021

There are several ways to start selling products online: you can use a marketplace, an e-commerce platform or add a shopping cart to an existing website. PPC, or pay-per-click, advertising is a great way to market and gain higher visibility on search engines. If you want more eyes on your brand throughout the internet, you need to be investing in PPC ads.

 

What is Amazon PPC Advertising?

Amazon PPC is an advertising model in which advertisers pay a fee to Amazon every time a shopper clicks on their ad, hence the term pay-per-click. There are three Amazon ad types available: Sponsored Products, Sponsored Brands, and Sponsored Display Ads. The latter is a new and extended version of the former Product Display Ads, known as PDAs. With an average Sponsored Product conversion rate of 10%, Amazon Ads are a powerful form of internet marketing that drives more customers than any other type of advertisement on the web. 

  • Sponsored Products – These ads appear in two locations on Amazon: within search results and on Amazon product detail pages as part of an ad carousel close to the top of the page 
  • Sponsored Brands – These ads appear in shopping results pages, helping drive sales and product visibility
  • Sponsored Display – A new self-service advertising solution that helps advertisers reach relevant audiences across the shopper journey, with ad placements that appear on and off Amazon

How to Optimize an Amazon PPC Ad

In order to succeed, your product listing needs a perfect optimization strategy, which is essential to driving sales. Fortunately, there are some tricks involving Amazon PPC advertising that you can do to your product listing in order to outrank your competitors. 

Here are some insights that will help you get started: 

 

1. Set Up a Structured Ad Campaign

You must utilize all available resources to maximize engagement, which means setting up campaigns and ad groups on Amazon. The ideal strategy is to create individual campaigns for each primary product category, like books or electronics. Then within each campaign, you should make specific ad groups. You need to research a few significant keywords for every ad group. Then, craft relevant advertisements for each group, incorporating these top keywords, so you can target the audience that will most likely be interested in what you have to offer them, and direct more eyes towards your products.

 

2. Come Up With a Convincing Ad 

One of the most important aspects of the ads you create is that they are engaging. An ad that gets ignored because it doesn’t stand out is a lost investment. You have to make sure that the copy you create is: accurate and without any mistakes; clear in regards to product description; and lastly, creative and unique. It is also important that you have an attention grabber in your ad that will highlight your product.

 

3. Be Precise in Your Ad

This may seem mundane, but another key factor when creating an ad is to remember to highlight your product in a way that your customers can easily understand. Key terms in your product must be specific to avoid misleading the customers, and there should be no doubt about the product you sell and its specifications. If you confuse potential customers, you have lost them. On the other hand, if you are too long winded, you also risk the possibility of keeping a captivated audience. 

 

4. Use Relevant Keywords In the Title

One of the best ways to generate traffic is by using geared keywords in product posts. These keywords will draw more attention and drive customers to your listing ahead of others. 

Narrowing down what your customers are searching for can be tricky. Luckily, there’s a way to make it easier with the power of an Amazon keyword research tool like Keyword Inspector! With advanced filters in place that track all search results and word frequency, plus sponsored and organic keywords, as well as how often they’re searched for, you’ll be able to rank higher organically, even without spending all your budget on paid advertising. 

Such third-party tools allows you to gather useful information on the specific keywords that are pertinent to your product and deemed important by consumers, by filtering the data to be pulled up, including their:

  • search volume
  • monthly reviews 
  • monthly sales
  • monthly revenue
  • pricing range
  • review count
  • review rating 
  • BSR
  • and more!

5. Add a High-Quality Picture

The addition of quality photos can help sell any product. A listing with a professional looking picture is much more likely to convert than one lacking images or one with subpar photos. Finding the perfect photo for your listing is critical: it should have good lighting so you don’t get glare on the screen or in extreme daylight. The image should be shot professionally with high resolution and look realistic rather than a rendering. Perfect it with techniques available on photo editing software, highlighting important features, zooming in when necessary, and showing the product in use.

 

6. Create Enhanced Bids for Ad Groups

Bidding is a strategy that can be used to get more visibility and exposure for your listings. Bids determine which seller wins the attention of consumers browsing through listings, by placing ads next to these listings based on certain keyword types. Even when you don’t actively maintain or monitor the individual ads, this can help you take advantage of auctions among competition by setting strong bid defaults that are always active.

 

7. Experiment with Amazon Ads to See What Works

You have to play around with a strategy and discover, often through trial and error, what works best for your products and brand. You can then fix a budget based on the results of the campaign, which you’ve tested out and determined to be effective. 

 

What is Product Seasonality?

Seasonality refers to the on and off periods many products see annually, either due to the actual climatic season, such as pool float sales peaking during summer, or due to a holiday, such as ornaments selling around Christmastime. Seasonal products experience periodic fluctuation based on the weather or holidays. 

 

Keyword Seasonality in Amazon

The complexity of seasonal demand management in Amazon Advertising doesn’t end with campaign structuring and budgeting. Campaigns must be flexible enough to employ different keyword bidding strategies at the same time, not just during a single season but simultaneously throughout all holiday seasons so that there are no holes left for competitors to fill. 

 

Wrapping Up

If you’re looking to optimize your Amazon PPC campaign, then it’s crucial that you understand seasonal keywords, as they can help boost your sales by ensuring that customers find what they want whenever they search, even if it may be your low season. So make sure you’re ready year round for any and all searches that may relate to your products, and stay on top of what keywords are trending for which ASINs with the Keyword Inspector Chrome extension. 

Courtney Moore
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