Is Amazon PPC automation the next big thing in the marketplace? Are you taking enough advantage of it? Let’s find out!
As competition on Amazon grows every passing year, it is getting harder for sellers to stand out in the marketplace. Sponsored ads are the fastest way to achieve it.
When strategically used, Amazon sponsored ads drive traffic and customers almost immediately. They also help you achieve your long-term and short-term business goals faster. With the growing popularity of sponsored ads, automation has become a need to capitalize on the competition and grow the market share. Let’s see how you can use it to scale your business on Amazon.
Why you need automation
Managing the performance of PPC campaigns is one of the most important yet time-consuming activities for sellers. Optimizing your PPC campaigns requires you to monitor your bids, keywords, and campaigns regularly. You need to optimize your bids and ensure that your ads stay profitable and in line with your campaign goals. This can be daunting if you have a huge product portfolio.
With the complexity of advertising rising, advertisers now look for Amazon PPC optimization tools that offer automation capabilities to help them achieve their goals faster than ever before. Thanks to Amazon PPC automation, you will be able to save hours of manual effort and direct your efforts into other areas of your business like product research, inventory management, and other marketing activities.
Here are a few benefits of automating your PPC campaigns.
Beat the competition
This is not a direct benefit of automation but a benefit of advertising as a whole. We all know that Amazon is a search engine but not a retail store. Most people start their product search on Amazon and the population turning to Amazon for product search is only growing.
It’s because of the buyers’ strong purchasing intent that marketers are moving their ad dollars from Google to Amazon. This is true not only for the FBA sellers but also for major brands and advertising agencies.
So as a seller, you need to take advantage of every resource available out there. This includes automation tools, Amazon advertising beta options, and more.
Optimize relevant PPC metrics
Most sellers use ACoS to determine the performance of their campaigns. However, the ACoS value depends on the campaign goals that you want to accomplish. Your campaign goals can be launching a new product, increasing sales for a product or portfolio, targeting competitor’s market share, etc. To achieve your required goal, you need to target the relevant PPC metrics. With rule-based PPC optimization, you set certain metrics and allow the algorithms to optimize your PPC tasks.
Running an Amazon PPC campaign isn’t a one-time job. If you are running automatic and manual campaigns for multiple products, the process can be quite time-consuming. You have to optimize your pricing strategy, run campaign and search terms reports, determine negative keywords, and see if all these tasks are aligning with your top-level strategies.
Even if you’re a PPC expert, you’re probably spending too much time on all these tasks. Your time could be better spent elsewhere improving your customer service, product portfolio, and other significant areas that you may be missing out on.
When you run multiple campaigns without investing a significant time period, you will be able to scale your PPC campaigns with less effort and more flexibility.
Most of the Amazon PPC tools available in the market not only allow you to automate your campaign management process, but also offer you data-driven insights and features to build, optimize, and scale your advertising campaigns.
Rule-based Automation vs Machine learning-driven Automation: What’s the difference?
So you decided to automate your campaigns, now how do you know what type of automation is the best for your advertising needs.
The table below helps you understand the major differences between ML-driven and rule-based automation.
Uses historical data to achieve optimum results
Advertisers need to give manual inputs
Ease of use
Complete hands-off automation for sellers
Offers good control over campaigns, but sellers should have minimum knowledge of campaign management.
What can you automate?
Within advertising, you can automate:
How to get started with automation
Every business has its own unique goals, it’s important to follow certain steps before you automate your PPC campaigns.
Determine goals: Having clear goals to formulate the right plan is essential for advertising. So, determine what you want to achieve by running campaigns. It can be increasing visibility, boosting organic rankings, growing market share, generating brand awareness, liquidating the inventory, and more.
Choosing the right way: Next, you will want to decide whether you can achieve your goals by manual optimization or automation. You also need to decide whether you want to automate by using defined rules or machine learning algorithms.
Set up the campaign: Create your campaigns with a specific ad budget and make sure you are aware of the metrics you want to monitor. This will help you determine what’s working and what doesn’t so you can refine your PPC strategies.
Automate the system: You can use SellerApp’s predefined rule sets to automate your rules.
You can see a list of predefined templates like Money Saver, ROI Optimizer, Performance Enhancer, that you can choose from.
You can choose Money Saver if you want to implement a negative keyword strategy.
Choose ROI optimizer if you want to achieve maximum profits for your target ACoS.
Select Performance Enhancer if your goal is to grow your visibility, increase impressions and conversions. SellerApp’s algorithms will optimize your bids to reach more potential customers.
Once you pick the template and enter the metrics required, SellerApp’s experts will review them and the algorithms are up and running.
Test the campaigns: Though automation will take away your workload, it is good to review your campaigns regularly like once a week or every fortnight.
Analyze and revise: As you run your campaigns, you should monitor how they are performing. Track the metrics and review them thoroughly. Then adjust your strategy based on the insights you get.
In order for Amazon PPC automation to work, you need to get the basics right. This helps you manage ad campaigns effectively and achieve the results you desire at a reasonable ad budget.
Alternatively, you can look at data-driven platforms like SellerApp, tailored for brands on Amazon, which has optimized ad spend worth more than $420 million from over accounts across the globe. The platform uses robust technology to ensure you’re getting optimized PPC campaigns right away.
Arishekar N has over five years web development experience and is the senior digital marketing strategies at SellerApp, Specialist in SEO, SEM and best conversion rate optimisation strategies that deliver industry leading ROI. Arishekar has helped companies through more effective search engine marketing and SEO strategies. He is most passionate about working with e-commerce companies.