Amazon’s PPC advertising tools are getting more robust by the day. Aside from offering seamless integration with the ecommerce platform, Amazon PPC also lets you gain a lot of insights from the campaigns you run. It may not have all the optimization tools that other advertising networks offer just yet, but the entire advertising suite is growing rapidly.
The lack of certain optimization tools, such as bid optimization, does not mean you cannot optimize your Amazon campaign. In fact, there are a lot of things you can do to improve your paid Amazon campaign, and we are going to discuss them in this article.
Optimize Your Product Pages
The first thing you want to do when trying to optimize your paid Amazon campaign is take a closer look at your product pages. Directing traffic to unoptimized product pages is wasting money, since you will not hit the target conversion you are anticipating from the advertising campaign.
Having optimized listings is necessary for boosting your Amazon presence and exposure too. It is not a secret that paid ads on Amazon help you gain more organic exposure from product searches and recommendations, so be sure your products are set up to fully capitalize on these advantages.
Set Your Goals
Another common mistake many Amazon advertisers still make is entering the ad network without clear goals in mind. Having objectives to hit allows you to determine the right metrics to monitor and KPIs to work towards, which are both very important in ad campaign optimization.
So, what are your goals when using paid Amazon ads? Do you want to end the month with 1,000 more sales? Are you aiming for more exposure and higher conversion in general? Be specific with the objectives you want to achieve so you can formulate better strategies for meeting those objectives.
Use ACoS to Your Advantage
Amazon offers access to a wide range of metrics, but the one you should focus on is Advertising Cost of Sales, or ACoS. ACoS doesn’t tell you all the details, but it gives you a very good overview of just how effective your advertising campaign is. Even better, it lets you adjust your campaign accordingly.
An ACoS of 20% means you are spending $20 on advertising and earning $100 in return. 20% is the ideal target ACoS for most campaigns, since the number represents the best balance between effectiveness and profitability.
Enlist Professional Help
If you’ve been spending a lot of time trying to optimize your Amazon PPC campaigns and you are still not hitting your target ACoS or sales, getting professional help is a strategy worth considering. Similar to digital marketing in general, you can outsource your campaign on Amazon to get better results.
Professional Amazon PPC experts have the experience and expertise to help optimize a wide range of campaigns. They know which metrics to track and how to use insights gathered from analyzing those metrics to further boost your campaigns’ effectiveness.
Refine
Don’t let all your hard work go to waste by stocking out. Once you’ve begun to optimize your campaigns, make sure you have enough cash on hand to restock inventory and avoid stockouts. Payability offers Amazon and ecommerce sellers daily payouts and advances on future sales based on your account health and sales performance. So there are no credit checks and you can get approved in 24 hours.
Last but not least, always remember that running PPC campaigns on Amazon is more of a marathon than a sprint. You can’t expect instant results; products that generated plenty of sales in their first week are the exceptions, not the rules.
Optimizing Amazon paid campaigns is about refining every detail about the campaigns and fine-tuning certain aspects of them based on market changes and insights you get in return. Spend some time evaluating the metrics to find the next best thing to tweak.
Trust me, you’ll get there. The more you pay attention to your Amazon paid campaign, the more optimization options you will discover, and the more refined your campaign will be. It will not be long before you start hitting all of your target KPIs week after week.
