Why Amazon Advertising is the ticket to more e-Commerce sales

Why Amazon Advertising is the ticket to more e-Commerce sales

Why Amazon Advertising is the ticket to more e-Commerce sales

Are you looking to dominate the competition on Amazon? Do you want to be the leader of your niche and sell a ton of products on Amazon?

While you can get some results with Amazon SEO tactics, SEO by itself will not be enough to move the needle at the end of the day.

Why?

Because Amazon’s algorithm operates a little differently, it has made it extremely difficult to move up the rankings or drive traffic using only SEO.

Ad spend dictates success on Amazon – not SEO

If you are looking to drive traffic to products on Amazon in 2020, you have to pay to play. Top-sellers on Amazon have known this insider strategy for years.

Here at First Page, we’ve dedicated countless hours to mastering Amazon PPC. We know that if you want to beat the Amazon algorithm, drive an insane amount of sales, and become an Amazon top seller – then PPC is the way to go.

Here are the ways we help businesses like yours get powerful results with Amazon PPC and Advertising.

Why Amazon?

Why Amazon?

Why Amazon?

Since it started in 1994, Amazon has skyrocketed its growth. It has transformed itself from an online bookstore to the largest marketplace in the history of the world.

And that momentum won’t be stopping anytime soon. Still not convinced? Here are some other jaw-dropping statistics about Amazon…

As of 2021, Amazon owns a staggering 50% of the eCommerce market share in the US!

Each month 2.45 billion users visit the Amazon website
During the Covid crisis, Amazon’s shares grew by 30%
Amazon is investing billions into improving its already world-class logistics infrastructure

The numbers are undeniable. Amazon is set to continue its path of domination, which leaves eCommerce business owners with little choice – if you sell physical products, you need to be selling them on Amazon.

Why do Amazon ads work?

Why do Amazon ads work?

Why do Amazon ads work?

Just registering your products to be sold on Amazon isn’t enough. You need to beat Amazon’s A10 Algorithm so you can get your product in front of your customers.

But while Amazon’s A10 algorithm is fairly complex, it places enormous emphasis on one simple thing…

Sales.

Amazon’s entire ecosystem is based on sales. More sales of your product = more profits for Amazon.

That’s why if you are making sales, Amazon will love you.

And if you aren’t making sales, Amazon will bury you.

But the good news is that once you actually start generating sales, Amazon will begin to trust you and reward you. This is exactly why Amazon PPC can be so effective. We call this the First Page™ Amazon Wheel of Fortune…

This infographic explains exactly why Amazon Ads are so powerful. They allow you to get your product in front of the right people to make more sales and improve your rankings.

This is why all Amazon top sellers combine Amazon PPC + Amazon SEO.

The formula is very simple but very effective.

How do Amazon ads work?

How do Amazon ads work?

How do Amazon ads work?

While anyone can run an Amazon ads campaign – they can be quite difficult to understand and extremely difficult to master.

This is because the A10 algorithm is sophisticated and is constantly evolving – sometimes in a way that can seem volatile. There are also different ad types, and knowing which ad type to run can take a learning curve.

But once you understand how to work the ads, they will give you nearly unlimited flexibility, so you can run ad campaigns in a way that works best for your budget.

Different types of Amazon ads

Different types of Amazon ads

Different types of Amazon ads

There are numerous Amazon Ads, including DSB Ads, Sponsored Brands, Sponsored Products, Automatic Ads, and others.

Sponsored Brands

Available to enroll in the Amazon Brand Registry, Sponsored Brand Ads promote a collection of products and are a great way to drive sales and increase brand awareness.

These ads appear on the top of product detail pages and on the bottom of shopping results.

These ads are your keys to eCommerce success and will help you out-rank and out-sell your competition.

Can’t I just do automatic Amazon ads myself?

Can’t I just do automatic Amazon ads myself?

Can’t I just do automatic Amazon ads myself?

Absolutely! Amazon Automatic Ads are great for their convenience, and they can also sometimes be effective.

But at the end of the day, while Amazon Automatic Ads are convenient, they cannot compare to Amazon Manual Ads.

Here’s why…

Amazon Manual Ads are certainly more complex, but additional complexity means more room for customization. Amazon Manual Ads give you a much wider range of versatility, which means you can implement bidding strategies that create more sales at a lower cost.

Manual ads also allow you to maintain complete control over your keywords, your targeting, and your spending, which allows you to scale faster and impact your bottom line.

This is why even though it costs more if you want the best ROI, you’ve got to go manual. Or even better – hire an agency to do it for you.

Great agencies typically have access to sophisticated software that gives them a greater edge when manually handling Amazon Ads.

Here at First Page, our systems enable us to target the right ad at the right time, making it 10x’s more efficient than Amazon’s Automatic Advertising process.

We can control dynamic placements of ads and keep tighter control of our spending and overall bidding strategies. Our professional experience also allows us to target more efficient keywords while minimizing overhead and general advertising costs.

How do I get started with Amazon ads?

How do I get started with Amazon ads? How do I get started with Amazon ads?

If you are serious about growing your sales on Amazon, give us a call at First Page to speak with one of our Digital Strategists. We’ll create a strategy specifically tailored for your business and niche.

Claim your 100% free REVENUE GROWTH strategy session with an experienced digital strategist valued at $2000.

We outline foolproof strategies for significantly increasing website traffic and revenue, even in difficult economic times.

Hurry! Limited spots available.

GET MY FREE REVENUE GROWTH SECTION

Amazon PPC for my business

Amazon PPC is an advertising platform that allows businesses like yours to create ad campaigns to boost your sales on Amazon. PPC stands for ‘pay per click’ – this means that every time one of your advertisements gets clicked on, you pay Amazon. In essence, buying ads on Amazon allows your products to get more visibility, more clicks, and more sales! You probably have already seen PPC ads on Amazon; they are the ones with the little ‘sponsored’ tag on them.

Amazon is the world’s largest marketplace, and it is known to be fiercely competitive. While Amazon SEO can greatly help your rankings, the truth is that the best sellers on Amazon are the ones who do a combination of SEO and PPC. Running an Amazon PPC campaign can be difficult to set up and run/optimize, but it can bring you new customers and sales on autopilot if executed correctly.

Did you know that there are three different types of Amazon PPC advertisements? Let’s break them down one by one. The first type of ad is called ‘Sponsored Products’, which are very similar to Google Search Ads. In essence, you identify keywords you wish to rank for and then start a campaign that will promote your products at the top of the search results. Sponsored Product ads are usually the most effective type of Amazon ads, but they also can be the most costly.

The second type of Amazon ads to be aware of is ‘Sponsored Brands’. Ideal for building brand awareness, these ads show up at the top of search results and include custom headlines, video links, and up to 3 products. The last type of Amazon PPC ad is called ‘Sponsored Display Ads’. These are typically remarketing ads that show up either on Amazon or external 3rd party websites.

The only requirement for using Amazon ads is that you need an actual physical product that you wish to sell. If that sounds like you, then Amazon ads can be an extremely effective way to drive sales and revenue. From there, you will need to set up an Amazon account. Once that is set up, you can create an ad campaign!

Having said that, Amazon advertising is typically best for companies looking to scale and scale fast. If your product, fulfillment center, shipping, and logistics are all sorted, then Amazon advertising is the fastest way to grow your company by kicking your sales into fifth gear. If executed correctly, an Amazon advertising campaign can help transform your business overnight. You just need to make sure that whoever is running the campaign is an expert in setting up, and optimizing, an Amazon ads campaign.

It depends. If you are on a super tight budget and are looking to hire the agency that offers you the lowest prices, then no, Amazon PPC will probably not be worth it. Amazon PPC is both an art and a science – it needs to be run by an agency that is creative, analytical, and (most importantly) experienced. These types of agencies are not the ones that charge the lowest prices. But have you heard ‘you get what you pay for’?. Well, when it comes to Amazon PPC, it couldn’t be more spot on.

Now, in contrast, if you have a bit of a budget and you hire a truly stellar agency, then yes, Amazon PPC can absolutely be worth it. This is because a successful Amazon PPC campaign usually requires a large team of experts. This includes digital strategists, tech specialists, professional copywriters, outreach experts, and more. The team will come together, create a holistic strategy, execute, and optimize it at every stage of the process.

Let’s face it; getting traffic exclusively from Amazon SEO can be tough. It’s not that it doesn’t work (it totally does), but it’s only one aspect of optimization. To truly take your product’s exposure to the next level, you need to do both SEO and PPC. When you combine the two, you will be getting the best of both worlds, and believe it or not; they actually complement each other. The more traffic you send via PPC and the more sales you make, the higher your organic rankings can go as well.

When executed correctly, Amazon pay per click can have an amazing ROI. In fact, we have seen on ROAS (return on ad spend) of up to 10xs. It all comes down to execution and optimization. A truly great Amazon PPC specialist will know how to identify opportunities for improvement and test them to see what works best.

You may have noticed that while there are seemingly endless agencies that offer Google SEO and PPC services, there aren’t as many agencies that offer Amazon services. This is because Amazon is a bit more niche of service, and many agencies don’t have staff with experience handling these types of campaigns. Ensure that the agency you work with has ample experience with Amazon ads – you can find this out by asking for detailed case studies, preferably from clients in your niche.

From there, you will want to make sure that the agency you work with is well-reviewed. The easiest way to find this out is by doing a quick search on Google. What do their Google reviews look like? Here at First Page, we have a perfect 5-star rating from over 150 happy clients. This is because we are results-driven, and we also pride ourselves in our exceptional customer service. The higher the agency’s rating, the better they probably are at these two things.

Amazon PPC 101

For many, Amazon CPC auctions can seem confusing as there are many moving parts. First, you will identify terms and keywords that best describe your products. These can be short-tail keywords (like ‘sunglasses’) or long-tail keywords (like ‘mens sunglasses polarised UV protection’). Once you determine which keywords are most important to your brand, then you can start the actual bidding process.

The bidding process is also very layered, but in essence, you agree to pay a certain amount of money every time someone clicks on one of your ads. When bidding on Amazon keywords, you must know what you are doing. If you bid incorrectly or make an error, it could result in a lot of money spent. This is why we recommend having an expert help you with your Amazon CPC camping.

Click-through rates (also known as CTR) are an important metric in any PPC campaign. To calculate your click-through rate, you need to divide the total number of clicks that your ad is getting by the total number of impressions the ad has gotten. The average click-through rate for Amazon ads is around .41%. If your ads are right around this number or above it, then you will be pleased to know that your ads are performing well.

If your click-through rates are lower than the standard .41%, it means it’s time to optimize your ads. One great way to do this is by changing up your copy. Try and write something more interesting and magnetic – something that will stand out and grab your customer’s attention. Some other ways to increase your CTR are modifying your product’s image or reevaluating your target keywords.

Setting goals for your Amazon ads campaign is crucial to determining whether the campaign is successful and evaluating your overall ROI. For starters, you need to consider what your company’s goal is right now and what would best benefit your brand. For some, it’s awareness. This means building a campaign designed to grow awareness of your brand, so customers think of you when they shop. For other businesses, its consideration. This means that you will be looking to engage shoppers as they are in the research process.

But let’s be real, at the end of the day, revenue is priority #1. That’s why setting conversion goals is also important. How many people are clicking your ads? How many people are making purchases after clicking your ads? It’s also important to set goals for customer loyalty, therefore increasing the likelihood of repeat purchases.

Targeting for Amazon PPC is very similar to targeting for any PPC campaign (like Google Search Ads, Facebook Ads, Instagram ads, etc.). You will start by identifying keywords that are important to your brand. For example, if you sold women’s shoes, you would start by all keyword variations related to your products. Some examples would be keywords such as ‘womens sandals’, ‘womens running shoes’, and ‘womens high heels’.

From there, you will have to place a bid on the keywords you wish to target. Like all things in life, money talks, so the highest bidder is the one who gets to display their ads for their targeted keywords. If your bid is accepted, then Amazon takes care of the rest and will put your ads on the top of the search results. Amazon also offers the ability to retarget on Amazon’s website and third-party websites. Retargeting can be another great way to drive traffic to your products.

If you want to see your ad, you can always check on it in the backend on Amazon. This will allow you to see what your ad looks like and make any modifications that you may need. If you want to see your ad in the Amazon search results, it’s not always that simple. Your ad may or may not show up depending on many factors, mainly your competitors who are also bidding on similar keywords.

If you are concerned that your ads are not showing up, there are a couple of steps that you can take. Start by double checking your bids – they need to be high enough. Otherwise, your competitors will be stealing your spotlight. It’s also important to double-check that your budget is set high enough. It’s also important to know that Amazon places a high emphasis on relevance. If Amazon doesn’t think that your products aren’t relevant to the keywords you are targeting, it might not show your ads.

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