Gone are the days when your products would be found organically without using Amazon PPC, When set up correctly, PPC ad campaigns on Amazon can have an amazing ROI (or ACOS). Some clicks cost as little as a few cents and can still effectively lead to conversions. However, knowing how to conduct SEO research, manage your campaigns and write product titles plays a large role in your PPC results. Avoid these five common Amazon PPC mistakes when advertising your products.
Relying on High Volume Costly Keywords
An expensive keyword doesn’t automatically mean it’s going to be an effective one. If your keyword has had up to 20 clicks without converting, it may be time to pause it. Alternatively, you can choose a different match type (broad, phrase, exact) to see if it will perform better. Test your keywords with high bids for a few days to gather data and then lower the bids as needed according to performance.
Paying for Low Volume Keywords
SEO research can return thousands of keyword options, creating room for low volume keywords to slip through the cracks and accidentally make their way into your campaigns. If each low volume keyword gets three clicks per month, the cost will quickly add up without driving any conversions. Plus, it’s possible that you’re already organically ranking on page one for those low volume keywords, which makes paying for them even more of a waste.
Limiting Your Campaigns or Ad Groups
Instead of leaving high performing keywords in their original campaign, create a new “Winning” campaign just for them. The other keywords in the original “Test” campaign will make more of an impact and you’ll have more control over your high volume keywords. Additionally, your campaigns should have multiple ad groups for broad, phrase and exact matches. For your automatic campaigns, make sure each ad group has its own SKU, which will make it much easier to analyze and adjust.
Not Including Long Tail Keywords
A long tail keyword is a detailed phrase that’s three to five words long. This helps Amazon sellers set their products apart from the rest. The best SEO tool for long tail keywords is Amazon itself. By typing in the main keywords you want to target in Amazon’s search bar, you’ll see a list of common, related long tail keywords that people are searching for. Make sure to stay up-to-date on your long tail keywords, as they often change based on customer trends.
Cutting Off Your Most Important Keywords
While all of the keywords in your product titles matter, what’s at the beginning matters most. In sponsored ads, product titles are often cut off. You want to make sure that shoppers see the most important keywords even if the end of the title isn’t showing. Always place high volume keywords at the beginning of your Title.
SEO research and PPC ads shouldn’t be set up and then forgotten about. Check your stats regularly, ideally on a daily basis, to determine which keywords are converting, which aren’t and how you should adjust your campaigns moving forward.
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