Common Mistakes in Amazon PPC and How to Avoid Them

In today’s competitive market environment, the importance of leveraging advertising tools on Amazon is steadily increasing. One of Amazon’s most efficient marketing tools is PPC advertising. This type of advertising allows sellers to boost product visibility and conversion rates. However, if you are not a professional marketer, chances are you are making multiple mistakes that result in low-performing ad campaigns. 

Understanding common mistakes in Amazon PPC and learning risk mitigation strategies is important to achieve maximum results. Throughout today’s article, we will review the most common mistakes Amazon sellers make in their PPC campaigns and discuss strategies on how to avoid those. Let’s dive into it. 

Benefits of Amazon PPC 

Before diving further into the guide, let’s first understand the benefits of Amazon PPC. 

– Increased product visibility. Amazon PPC helps sellers appear at the top of search results, ensuring high visibility among potential buyers. 

– Targeted advertising. Amazon PPC provides tools for sellers to target ads based on specific keywords, product categories, and even competitor listings, thus allowing sellers to reach the right audience. 

– Cost control. Amazon PPC operates on a pay-per-click model, which means that you only pay when a customer actually clicks on your ad. 

– Brand awareness. PPC ads also help you boost brand awareness. For instance, if the ad is not enough to convince customers to make a purchase, it will still generate brand awareness among potential future customers. 

– Higher conversion rates. Amazon PPC, which is well-targeted, drives almost immediate traffic to the seller’s listings. 

Even though Amazon PPC provides sellers with all these benefits, you cannot enjoy these if you make certain mistakes in your ad campaigns. 

Common Amazon PPC Advertising Mistakes

Well, it is just about time to review common Amazon PPC mistakes and how to avoid them. 

Not Optimizing Your Product Listings 

The number one mistake Amazon sellers make is forgetting to optimize product listings. Your product listing and product detail page play crucial roles in converting visitors into buyers. Neglecting listing optimization leads to low-quality listings, and even if your PPC ad increases traffic, it still will not be enough to convert users. 

A well-optimized listing that displays high-quality visuals and descriptions increases your chances of making a sale. To optimize your listings, make sure to use high-quality visuals, present product features as benefits (use bullet points for readability), and incorporate relevant keywords in the product title and descriptions. 

Not Using the Right Keywords 

If you run PPC campaigns without targeting the right keywords, what is the purpose of your campaign? It will not give you anticipated conversion rates. 

The aim of your campaign is not to generate traffic; it is to increase conversions and ROI. So, spend some time on keyword research and identify relevant search terms customers tend to use to find products like the ones you are selling. You can use built-in Amazon tools, including Product Opportunity Explorer and Seller Central’s brand analytics. 

Do not focus on using one keyword. Make sure to have a mix. Your list of keywords to use must include both medium-tail, sort-tail, and long-tail keywords. This will allow you to reach wider audiences when targeting the PPC ad. 

Relying Only on Automatic Campaigns 

Amazon offers Sponsored Products and Sponsored Brands automatic targeting to the sellers. While this sounds promising and easy, it is not always the best option. Of course, you can use automatic campaigns and targeting, but they should not be your primary strategy of reaching the target audience and increasing conversions. 

Use manual ad campaigns to gain more control over keyword selection, bids, and match types. Doing so lets you focus on niche-specific and relevant keywords for your products, potentially increasing your chances to generate more conversions. 

Poor Campaign Structure 

A campaign that is poorly structured will not deliver the anticipated results. A well-structured campaign is crucial to your advertising strategy on Amazon. So, make sure not to rush through setting up a campaign and hitting the publish button. 

Instead of rushing around, take everything step-by-step. First, remember that every campaign must have a clear objective with a measurable KPI. Also, each campaign must represent a specific set of products and keywords; do not mix everything. 

One-Size-Fits-All Approach 

Not all keywords will give you the same result with the same bids. You must focus on utilizing a tiered optimization strategy to get good results. Increase bids for high-performing keywords with strong conversion rates to capture more traffic. Analyze the results for low-performing keywords with low conversion rates to understand your next steps. A safe strategy for underperforming keywords is optimizing the listing and lowering bids. 

Prematurely Turning Off PPC Campaigns 

PPC is an ongoing process, and it needs to take time to give you the expected results. So, do not turn off PPC campaigns prematurely, even if you are not immediately seeing the anticipated results. 

Not Monitoring Campaign Performance 

If you create a campaign and follow all the rules but fail to monitor its performance, you will get far worse results than you could have. Of course, you do not need to always check everything, but regular campaign performance monitoring is still important. 

Your daily checklist for efficient campaign monitoring should include the following: 

– Check the search term report to identify keywords with high and low conversion rates. 

– View key insights such as spending, cost-per-click, clicks, and click-through rates. 

Based on the gathered information, your next step can be increasing bids for high-performing keywords. Also, you must monitor underperforming keywords and consider adding those to the negative keyword list. 

Improve Amazon PPC Management 

If you want to improve your Amazon PPC management and increase conversion rates, then you are in the right place. Enso Brands is an Amazon PPC Agency that provides comprehensive PPC management services. We focus on maximizing your advertising success and ROI rate. 

We will create tailored PPC campaigns for your Amazon store and manage them carefully to reach maximum results. We also handle Amazon Sponsored Products strategies and full-service Amazon advertising management. 

To find out more about how our Amazon PPC management agency can help you boost conversions, contact us, and our team will be more than happy to answer all of your questions.