Identifying Business Goals
Before launching a PPC campaign on Amazon, it is vital to identify the objective behind it. Your campaign strategies, budget, and all subsequent planning will be based solely on your expected goals. There are three common goals to consider when working with Amazon Sponsored Products:
- Launching a New Product: With next to zero visibility on Amazon, it can be quite difficult to drive new customers to your products. You use Amazon PPC to create brand awareness and improve your visibility in the marketplace. The idea here is to get as many impressions as possible, and some early sales to boost your organic rank.
Bid aggressively on the relevant product keywords so that you land more impressions and sales. During this time, the ACoS will be quite high but think of it as an investment required to make your product launch successful.
- Boosting Your Organic Sales: Once your products have started to receive some traction on Amazon, the next step is to keep the momentum going. The more sales you land, the more your organic rank and search visibility will improve in the Amazon SERP.
Identify the keywords that bring you traffic and conversions, and target them in your advertisements. Opt for the manual campaign for better control and performance.
- Scaling: This is where you bid as aggressively as possible to gain a lot of sales in a short period. In terms of keywords targeting, you cast a wide net here to improve your odds of getting more sales. It comes in after you have built a decent foothold on Amazon. This strategy is particularly suitable for big brands and products that have a proven market/demand.