If you're a D2C brand looking to sell on Amazon, then it's crucial to have a solid Amazon PPC strategy in place. However, with so many options available, it can be challenging to know where to focus your efforts. In this small article, we're going to dive deeper into the five essential strategies that every brand should use to improve its Amazon PPC performance.
At ROI Magnet, we work with brands who are doing paid ads on Meta and Google, and we've seen that people tend to search for brand keywords or some variation of them on Amazon or Flipkart. By using sponsored products and sponsored brand campaigns, you can protect your brand keywords on the SERP and do the same for your ASINs with sponsored display campaigns. This ensures that most of the real estate on the SERP is taken up by your brand's listings, making it easier for potential customers to find you.
For non-brand keywords, having a great title and first image is crucial. If you're running ads on non-brand keywords, you need a high click-through rate (CTR), which can be achieved with a great first image and a click-worthy title. Make sure that your product image is properly zoomed in and that the title covers the functionality of the product that you're selling, so the user gets the idea and quickly clicks on the listing.
Retargeting is another important aspect of your Amazon PPC strategy. Retargeting ads have a great ROAS, but on Amazon, it can be tough to crack due to the nature of the platform. People come to Amazon to search for and buy products, so the probability of converting immediately or within a few days is very high. The success of your retargeting ads also depends on the category you're promoting and the AOV. We recommend testing low AOV and impulse products/categories for two weeks before committing heavy budgets.
Keyword harvesting is perhaps the most important aspect of managing your Amazon PPC account. At ROI Magnet, we put heavy emphasis on this particular aspect of managing PPC, and it's one of the major reasons why brands hire agencies like us. Constantly doing STA (Search term addition), STN (Search term negation), and creating new KW theme campaigns with appropriate bidding based on research is crucial. The search terms you find can then be used to improve the overall visibility of your ASINs from an organic point of view.
Are you looking for a reliable PPC campaign management service? Look no further than ROI Magnet! Our team of experts can help take your campaigns to the next level. To learn more about our services and how we can help your business grow, click here and get in touch with our sales executive today!
Lastly, it's essential to look at various results and metrics to understand your business better and how to improve your campaigns. Understanding market basket analysis, alternate purchase behavior, and other reports from brand analytics and Amazon PI can help you make data-driven decisions to optimize your campaigns.
In conclusion, as a D2C brand, you need to have a comprehensive Amazon PPC strategy to drive sales and stay competitive in the marketplace. By protecting your brand keywords and ASINs, optimizing your non-brand keywords, retargeting, keyword harvesting, and analyzing your metrics, you can improve your Amazon PPC performance and drive more sales for your business.