What is PPC? PPC Review

PPC is the abbreviation of Pay Per Click, which means pay-per-click advertising in Chinese. Amazon charges fees based on clicks from the buyer's account. If you click on an ad using the same keyword search under the same IP within 24 hours, the fees will not be double-counted.

Overview

Usually, on the Amazon platform, everyone thinks that CPC and PPC mean pay-per-click, so all CPC and PPC in the forum are talking about advertising issues.

Prerequisites

1. Professional sales plan.

2. There is a shopping cart.

effect

1. Promote new products.

2. Increase page views.

3. Increase sales opportunities for excess inventory.

Malicious click mechanism

As for the "malicious clicks" on advertisements, the search algorithm of the Amazon platform can accurately count user behaviors and purchasing habits. In order to help sellers increase product sales through reasonable payments, Amazon Advertising has made very clear instructions on the "Effective Paid Clicks" page: Amazon evaluates the effectiveness of each ad click through its own system, and will make the following judgments on each click, generally removing all advertising fees incurred by sellers due to invalid clicks within 3 days.

Create PPC ads

For each ASIN, you can create an automatic campaign and a manual campaign. It is recommended that sellers set up a manual campaign first, and then create an automatic campaign. The whole process takes about 20-30 minutes.

1. Create a manual campaign (goal: generate profit)

For manual campaigns, two ad groups need to be created, and we recommend that sellers use broad and exact match types. According to research by some domestic organizations, the keywords set up in phrase matching are likely to be found in broad match ad groups.

1. Set up precise ad groups

The keywords in the precise ad group should be the most relevant keywords for your product. As a seller, you should know which keywords you want to bid on immediately. Therefore, we recommend that sellers set up a complete ad group first. The following content is to help you find an effective way to quickly expand this list and avoid irrelevant keywords in the precise ad group delivery.

Step 1: Use Sonar (a free Amazon keyword tool) to select the top 20-50 keywords for your precise ad group. Using Sonar eliminates the risk of bidding on irrelevant keywords, because the keywords displayed in Sonar are extracted from real search terms used by Amazon customers. Of course, you can also choose other keyword screening tools. In contrast, if you rely on Google AdWords for keyword research, keywords that are irrelevant to the search queries of Amazon customers may appear. Another point is that using Sonar can also sort keywords by search volume, so as to prioritize relevant keywords for products.

Step 2: Set your keyword's default bid The default bid is the maximum amount you can set on your ad to generate a sale. Assuming your organic and PPC sales conversion rates are the same, the formula below can help you calculate exactly how much you can spend on PPC to generate a sale. Your CPC bid (the actual amount you pay) is different from your default bid (the maximum amount you agree to pay). From some research we have found that CPC bids are around 40-50% lower than the default bid. For example, if your actual CPC is $0.25, we recommend adding 50% to the default bid, for a final bid of $0.50.

2. Set up a broad ad group

For keywords in the broad ad group, Amazon will run broad match for new search terms that match the keyword. For example, with the keyword "apple slicer," Amazon will also show other phrases such as "apple corer" and "apple peeler." In the broad ad group, it is clear that only a portion of the search terms are relevant to our product.

Step 1: Add all keywords from your specific ad group to your broad ad group;

Step 2: Set a default bid (we recommend deducting 20-30% from the default bid calculated for your exact keyword);

Step 3: Add all exact keywords in the broad ad group to "Negative Exact". Why move all exact keywords in the broad ad group to "Negative Exact"? The purpose of the broad ad group is to let Amazon find all related search terms in addition to the existing full keywords for bidding. For example, when you add the keyword apple slicer from the broad ad group to it, Amazon will also show you related search terms such as apple corer, apple peeler, etc. for you to bid. However, since this keyword has already been set up in the exact ad group, we don't want it to show up again in the broad ad group. Then we can add apple slicer to Negative Exact in the broad ad group.

2. Create an automatic campaign (goal: find new keywords)

Now that you have a manual campaign set up, you'll find it very easy to set up an automatic campaign. You only need to create one ad group for your automatic campaign.

Step 1: Copy keywords from your ad group to your automatic campaign;

Step 2: Set your default bid (use Amazon’s suggested bid);

Step 3: Add the keywords in the broad ad group to the automatic campaign as Negative Exact. After setting the default bid in the automatic campaign, it is recommended to deduct 30-40% from the default bid after entering the relevant keywords in the manual campaign.

Factors that influence PPC

1. Bid. A higher bid is more beneficial to ranking.

2. Performance. Performance mainly refers to factors such as sales volume and conversion rate. Therefore, for Amazon PPC advertising, the higher the bid, the higher the ranking. Instead, Amazon will give priority display rights to products with good performance, forming a virtuous circle.

develop

-In August 2017, Amazon no longer restricted title search ads to VC or VE, and third-party sellers with brand registration can also use them;

-In October 2017, Amazon removed the side ad space;

-Amazon is expanding its advertising business in 2018, especially search and video ads.