How do Amazon PPC Ads Work for Sellers?

Amazon is known as the renowned eCommerce platform that has developed from a conventional online book store to an eCommerce giant. But a very few knew that it is a search engine that keeps sorting items for the shoppers. It acts very much like other renowned search engines but it has placed specific criteria for its bots to show search results. For example, it will not show everything that matches a specific keyword but will rather try to bring the best deal before a potential buyer. The search engine bots of Amazon define the best by taking the product price, rating, and the sales history of an item into account. It will always show a product in the organic search results that are reasonably priced and is best-selling in its domain. Now the question arises here that how a newcomer will be able to keep its products in the organic search results. The answer will be Amazon SEO but SEO alone cannot prove productive. Hence, pay-per-click ads remain the only option for new sellers.

One can make items appear on top of the organic searches by buying the ads through the Amazon marketing console or advertising platform. A number of options are available for sellers to buy different kinds of ad campaigns. One can promote, sell, or can create brand awareness through these paid ad campaigns. The following Amazon PPC guide will let you know how these ads work for different products in different scenarios. 

What is Amazon Pay Per Click Service?

Amazon pay per click as the name indicates is a paid ad service. A seller can buy the ad campaign to carry promotions for its products. One can promote items or can simply boost brand awareness through these paid ad campaigns. It requires making a definite strategy to make good use of these campaigns or else one can end up wasting a whole lot of money without any gain. The best PPC strategies serve sellers but they are mainly carved by expert marketers. One can visit the website to check different strategies that work in specific scenarios. It is the intent and aim that drives the paid ads but a definite plan brings the intended results. 

When are PPC Ads Displayed?

Different ways are used to display the paid ads. Amazon PPC ads are usually displayed on the following basis.

  • Keywords 
  • ASINs
  • Categories 
  • Interests 

The above-described four types are displayed in a different scenario. Every single ad will not consider the above-described four bases in general. The sellers are used to program for their campaigns in general, the rest is done by the Amazon search engine bots. 

Based on Keywords

Keywords remain in the limelight when we talk about search engines and search results. They are always taken into account when people search or when a seller wants to run a paid ad campaign for improvised search results. Keywords provide the most common basis for search even on Amazon. But it is vital to notice that keywords are usually sorted and selected by the sellers. A buyer is used to go for the search terms when one wants to look for something on Amazon. The search terms do not need to match exactly the keywords. Even a broader match will bring the ad before a buyer. Amazon will rely on auto-match if the keyword matches with the terms on your product listings. The broader match is however most commonly used as search bots are likely to show your ad even if the search terms contain something of the suggested keyword. Phrased matches and exact matches are also very likely to bring your ad in search results. 

Based on The ASINs

All three types of Amazon PPC ads can be triggered through the ASINs. The sponsored product ads, sponsored display ads and, the sponsored brands can be shown easily with the ASINs. The product detail page is likely to exhibit ads being triggered through ASINs while search results are also used to show ads sparked by the ASINs. It is also called product attribute targeting and is taken as the solid tool to deal with stern competition on the platform. It helps sellers carry the product targeting forwards in quite a comprehensive manner.

Based on The Categories

Product categories can also be selected to display PPC ads. A seller can decide on specific categories against which the paid ads need to be exhibited in general. Again, it is vital to mention that this specific type of ad campaign can be used to handle competitive products. One can choose the product categories to exhibit ads in a precise manner. 

Based on Interests

The PPC ads can be run based on the interests of the potential buyers. A seller can choose specific interests of the prospective buyers keeping the past product views or purchases in mind. Amazon will show the ads to specific customers with certain product interests. This kind of targeting is however limited for the vendors so far. A change in the policy of Amazon may broaden its use later. 

Automatic vs. Manual Ad Campaigns

Different sellers are used to choosing different kinds of PPC ad campaigns depending on their interests and objectives. The automatic campaign as the name indicates runs on its own and charges sellers automatically. While the manual campaign provides more control to an advertiser as one can make adjustments on the go. Amazon will obtain keywords from the product listings and product categories in the automatic campaigns. The irrelevant keywords are usually added as negative keywords to avoid unnecessary expenses. The automatic campaign is always easier to start and work with but it does not provide the control a seller needs. The manual campaigns on the other hand are used to render more control and are likely to remain successful. One can add keywords manually and can work with individual terms when using the manual campaigns. 

Both of the ad campaigns have relevant uses and benefits for the sellers. It depends on the needs and wants of the Amazon seller to use a specific type of ad campaign in general.