Amazon PPC Step by Step Strategy for Beginners in 2022 – Amazon PPC Tutorial 2022 - Part 1

Summary

This video tutorial delves into the intricacies of Pay-Per-Click (PPC) advertising on Amazon, a crucial strategy for sellers. The presenter breaks down the concept of PPC, explaining it as a bidding system where sellers pay for ad visibility each time a customer clicks on their ad. They advocate for aggressive bidding to secure top placements, which can improve organic rankings. The video offers a step-by-step guide on setting up an effective PPC campaign, including keyword research using tools like Helium 10's Magnet and Cerebro, and creating both exact and broad match campaigns. The aim is to increase visibility, drive sales, and ultimately lower the cost of advertising (Acos) while boosting profit margins. The tutorial promises a follow-up to cover campaign optimization and the impact of ad spend on profitability.

Takeaways

• 😀 PPC stands for Pay-Per-Click, which is a method of advertising where sellers pay every time a customer clicks on their ad on Amazon.
• 🔍 Sponsored listings indicate that sellers are running PPC ads for specific keywords, which can help their products appear at the top of search results.
• 💡 PPC is run for specific keywords that customers are likely to use to find the product, with the goal of improving the product's visibility and organic ranking.
• 🏆 The higher a seller bids for a keyword, the better the placement of their ad, similar to an auction where the highest bidder gets the top spot.
• 🚀 Aggressive bidding is recommended initially to gain visibility and quickly determine the effectiveness of the ads and keywords.
• 📈 A well-performing PPC campaign can lead to increased organic rankings, potentially allowing sellers to stop ads when organic placement is sufficient.
• 🛠️ Keyword research is crucial for a successful PPC campaign, with tools like Helium 10's Magnet and Cerebro being used to find relevant keywords.
• 📝 It's important to organize keywords by relevance and search volume, creating lists for exact match campaigns and broad match campaigns.
• 🎯 Exact match campaigns are highly targeted, only running ads for the exact keywords specified, which is beneficial for raising organic rankings.
• 🔄 Broad match campaigns are less restrictive, running ads for similar keywords and variations, which helps in discovering new potential keywords.
• ⏱ The duration of PPC campaigns can be indefinite, with continuous optimization to maintain profitability and relevance.

Q & A

What does PPC stand for and what is its significance in Amazon selling?

PPC stands for Pay-Per-Click. It is significant for Amazon sellers as it involves paying every time a customer clicks on an ad for a product. This can help increase visibility and sales, ultimately improving the product's organic ranking on Amazon.

How does the PPC bidding system work on Amazon?

The PPC bidding system on Amazon works like an auction where sellers bid on specific keywords. The seller who bids the most gets the top position, the second most gets the second position, and so on. The higher the bid, the better the placement and visibility of the ad.

What is the purpose of running PPC ads for specific keywords?

The purpose of running PPC ads for specific keywords is to increase the product's visibility and sales. When a product gets enough clicks and sales for a specific keyword, it can move up the organic search results, potentially leading to a higher organic ranking and more natural traffic.

Why is it important to bid aggressively when starting with PPC?

Bidding aggressively when starting with PPC is important because it can lead to higher visibility and quicker results. It also serves as a real-world market test, providing valuable data on which keywords are relevant and converting well, allowing for adjustments to be made to improve ad performance.

What is the difference between an exact match campaign and a broad match campaign in Amazon PPC?

An exact match campaign in Amazon PPC only runs ads for the exact keywords specified by the seller. A broad match campaign, on the other hand, runs ads for anything similar to the keywords specified, including variations and related terms. This helps in identifying other potential keywords that might convert well.

How does the auto campaign differ from the exact and broad match campaigns in Amazon PPC?

An auto campaign in Amazon PPC differs from exact and broad match campaigns as it allows Amazon to decide what keywords or ASINs to run the ad for, based on the product listing. This can lead to insights and placements in sponsored products and related items sections, as well as in keyword results where Amazon thinks the product will convert.

What is the recommended daily budget for starting an exact match PPC campaign on Amazon?

The recommended daily budget for starting an exact match PPC campaign on Amazon is between $30 and $100, depending on the competitiveness of the market. This budget allows for aggressive bidding to secure top placements and increase visibility.

How should you set your bids for individual keywords in an exact match campaign?

For individual keywords in an exact match campaign, it is recommended to set bids at least 10% above the highest range provided by Amazon. This ensures aggressive bidding and a higher likelihood of securing top placements.

What is the purpose of using negative exact match in a broad match campaign?

The purpose of using negative exact match in a broad match campaign is to prevent ads from running for the exact keywords that are already being targeted in an exact match campaign. This avoids cannibalization and ensures that the ads are only shown for variations and related terms, not for the exact keywords.

What is the recommended approach for optimizing PPC campaigns after the initial setup?

After the initial setup, it is recommended to run the campaigns for a test period, typically two weeks, to gather data on performance. After this period, sellers should analyze the data, identify high-performing keywords, and optimize their campaigns by adjusting bids, adding negative keywords, and focusing more on exact match campaigns.