The modern world of ecommerce is a multi-faceted, multichannel beast.
Brands are naturally looking to connect with customers via their owned media, such as their ecommerce website and social channels.
But there’s also a number of active marketplaces that offer a convenient shopping experience for customers. Examples would be Not on the High Street, Etsy, Ebay, and, of course, Amazon.
Research from Salmon released in 2018 showed 51% of consumers started their shopping journey on Amazon. Of those, 55% went on to complete their journey on Amazon as well.
Amounting to a whopping 28% of customer shopping journeys commenced and completed on Amazon without other platforms even getting a look in, this means making your products and brand visible on Amazon is more important than ever.
With massive sales events like Amazon Prime Day and Black Friday, more and more customers will be heading to Amazon, with no other stops along the way, aiming for a great deal.
“In a competitive market we increasingly recommend retailers push for breadth in their advertising efforts, minimising their reliance on any one marketing channel,” says Matthew Banes, Head of Search at Williams Commerce. “Through the sheer size of their customer base alone, Amazon has built their advertising platform into a channel no digital marketer can afford to discount.”
If you want to embrace the world of Amazon PPC, the general PPC principles you know and love are still applicable. The same bidding takes place on the terms relevant to you. Clicks on your ad result in a charge, but obviously clicks increase the likelihood of a customer buying your product.
How do you get those all-important clicks? Price, product relevance and the quality of your ad campaign are the key factors Amazon considers. And the bids you place of course.
There are three types of Amazon ad for you to consider – Sponsored Product, Product Display and Headline Search.
Headline Search ads place your products at the top of the results page.
Sponsored Product ads appear to the right or towards the bottom of search results.
Product Display ads appear on relevant and related pages to your main search term.
Take the time to consider what your best match is in terms of your objectives and PPC budget.
There are still some marketplace rules and requirements that retailers need to meet in order to run PPC ads on Amazon. You need a seller account, you need really good shipping capabilities and if you specifically want to run Headline Search ads, being part of Amazon Brand Registry is a requirement.
We have seen companies embracing Amazon PPC campaigns add incremental revenue, but it is true that careful consideration of Amazon fees, PPC fees and management costs is important before committing to Amazon PPC.
If you’re looking to get the most out of your PPC budget moving forwards and take advantage of the potential events such as Amazon Prime Day present, contact our PPC team.
We’ve helped numerous businesses embrace Amazon PPC, and would be delighted to do the same for you.
Get in touch today.
