To be honest, paid search marketing is not child's play. Although the convincing benefits cannot be over-emphasized, just like SEO, it has its own disadvantages.
Without a lack of traffic, Amazon is undoubtedly a sure place to invest in paid search marketing. According to research on "the most popular e-commerce websites in the US from December 2017", Amazon ranked first with average monthly users of around 197 million.
Technically, you can still cut your own portion of the cake, even with a limited budget, provided you work with the right blueprint.
Of course there are several methods to optimize Amazon PPC, but here are blueprints about how you can get the most out of it with a limited budget.
1. Focus on the intention and relevance of seekers
Focusing on the intentions of your searchers and keywords relevant to the ad text you display is not only a strategy that helps you get the most out of Amazon PPC, but also a tactic to save more. As a results-oriented salesperson with a limited budget, it is crucial to have a rough idea of what your potential customers think. With this knowledge you can model the right keyword within the relevance of what you are selling on the Amazon platform.
Did you know that every visitor who visits the Amazon e-commerce site is ready to buy one or more items of stuff there? In fact, a new Survata study commissioned by BloomReach confirmed that around 50 percent of consumers start their search on Amazon when they are looking for a purchase.
In that case, implementing this strategy will not only minimize the rate of irrelevant clicks, but also increase your ROI by increasing the positive CTR and bringing more potential customers to your platform – because your keywords are almost in line with the intent of the seeker.
So how do you find out which keyword your potential customers use in the Amazon search box to search for your product? The answer is – using effective keyword & # 39; s tools.
By the way, it is not impossible to get the right keywords, whether you are staring short or long. Here are two tools that can help you find the most important keywords for your products on Amazon.
Source: Keyword Tool
As a result-driven Amazon seller with a limited budget, the Keyword Tool is a great tool to work with. It will help you discover what searchers are looking for, and also reveal the long-tail and relevant keywords they use on Amazon.
Keyword Tool presents Amazon keywords in exactly the same order as the autocomplete Amazon. Estimated search volume data is also retrieved for the generated keywords. Although you can get free keyword suggestions even without creating an account here, you can also enjoy more additional data and functionality by subscribing to a customized plan that is within your budget range.
Google & # 39; s Keyword Planner
Source: Google Ads
Is it possible to know which keywords searchers use on Amazon with Google Keyword Planner? The answer is yes.
Google actually has a repository of collected data and with this tool you can deduce how many searches a particular sentence receives and also find other related sentences.
Here you can also segment the collected data at any desired geographic location, which is very useful for Amazon sellers selling on an Amazon site such as Amazon.co.uk, Amazon.ca and the others.
For the time being it costs zero dollars to get a Google Keyword Planner. You don't even have to create an active campaign. All you have to do is create a free Google AdWords account. You can then find the Tools & # 39; s tab and click on the Keyword Planner.
2. Optimize your ad text or test and tweak your ad text constantly
This is one of the most important parts that sellers do not like. Do you know that you can become addicted if you are not tweaking and are constantly testing the effectiveness of your ad texts?
It is clear that your primary goal as a seller is to boost sales and leads. Whatever you pay for on Amazon, you must constantly test the effectiveness of your ad text. If your ad text does not attract attention and is not relevant to your listings, keep in mind that searchers will not click on it as expected.
Note: breathtaking results depend not only on how large your budget is, but also on how sensibly you distribute your dollars.
3. Add negative keywords to prevent you from spending money on irrelevant keywords
By adding and checking your negative keyword list, you can save more money, especially when building wider search types. Just as it sounds – pay per click, it's very easy to throw $$$ away if you don't understand the technical know-how perfectly.
If you work with a limited budget, it is wise to take some necessary measures by adding the likely negative keywords. This prevents non-potential potential customers from clicking on your ads. More importantly, be very smart and careful so that you do not block any terms that are beneficial to your account.
How to identify the correct negative words?
Negative keywords are just like all other keywords. It can be a long-tailed, short, phrase or even exact match. And yes, when it comes down to it, marketers – big or small budget, lose tons of money when searchers click on their product list without buying anything from their page. However, the negative keyword settings are a practical shield that is primarily designed to minimize irrelevant clicks. Therefore, absolute wisdom is required to know which should or should not be set as negative keywords.
Although the negative words help you tell AdWords when to show your ads, it's important to know how to identify the correct negative keywords that you can add to the list. Here are two ways to achieve this:
A. Use Google to search manually
First, create about eight to ten keywords that you advertise on, then go to Google and start searching – one after the other. More importantly, look for the following when searching:
(i) Watch out for what your competitors are advertising.
(ii) See if the results are related to what you are looking for.
(iii) See "why" in the displayed result if this is not the case.
For example, let's look at "AC Repairman" and the following result came out:
Source: Google SERP
Suppose you are an AC repairman and you advertise for your service on Amazon. From the result in the image above you can see that one of the results is not related to your search term:
The second advertisement is not related because it is an expert who trains people online on A / C installation. In this case, a contractor of an AC repairer does not train a student to an A / C installation. Therefore, & # 39; Lesson on the installation of air conditioning products are & # 39; and the corresponding terms your certainly negative keywords.
The first advertisement and the third advertisement inform us more about your service. So if you add the keywords you see: & # 39; Best Air Conditioner Repairers & # 39 ;, & # 39; AC Repair Window & # 39 ;, & # 39; AC Maintenance & # 39 ;, & # 39; Residential AC repair & # 39; and other similar terms, your ad offers a greater chance that you will be clicked on your target customers.
B. Use of Google suggests conditions
Here, every letter you add to the search box technically changes the suggestions for automatic completion – and at the same time generates countless possible ideas.
On the screen shot above, our "window pane confirmation seller" can also add "Windows 10 app" and "Windows 10" to their negative keyword list.
Note: In the Amazon PPC campaign, you don't have to spend, spend, and spend before you get a tangible ROI. All you have to do is distribute your dollars the right way.
Francis Ejiofor is the founder and CEO of EffectiveMarketingIdeas, a professional content marketing agency for startups and medium-sized companies. It can be found on Twitter @anthony_ejiofor.
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