Amazon Pay-Per-Click aka PPC sponsored advertising is like auction which allows different but under same categorized brands to purchase advertising spots. Amazon charges every seller a fee for every shopper’s click based on their advertising spot. The higher or topper the advertising spot in the first several search pages, the more competitive will be the bidding. According to other sellers bidding amount, bidding strategies, placement etc.; their advertisements gradually will have the second place, third place and so on.
How sponsored ads help to increase sales
Based on Amazon Algorithm, even if you don’t run sponsored advertising for your items, your item will still appear before customers by highly intensive search. But in the most competitive marketplace like Amazon, your only organic advertising won’t show up in the first pages easily. If your item has very good Product ranking & customer reviews with listing optimized, then your items might get in first pages organically.
But, if the item is new to amazon then its very difficult to come in the first pages organically. So, New product seller or averaged ranked items seller has only option which is Sponsored Advertising. Amazon keeps certain numbers of sponsored ads position in each page. As mentioned earlier, any seller must win the bidding auction to stay on the top searched pages. Only then, seller can have good chance to sell his/her items.
Because of people normally buy items from first 2-3 pages and only very few go further pages than those pages; Its best to stay top on the search pages. After getting enough sales through sponsored ads, his/her item will gain good organic ranking and have organic ads spot in first page’s base on few factors like search term, Product title etc.
What is keywords rank
The keywords ranking on Amazon is indexed on the basis of sales made by most relevant keywords for particular category. When customer/buyer enters a keyword on Amazon to find what he/she is looking for, Amazon tries to show the best match for that. As a consequence, the most relevant keywords that represents the product’s core value and also have current good selling momentum, in that time products will be displayed on the top of Amazon search results.
For Particular product to have specific relevant keyword ranking, the keyword must have:
1. Relevancy with the product
2. Good sales in Current and past times
3. Have good CTR & CVR against that keyword
How sponsored ads help to get keywords rank
In sponsored ads, there is way to advertise sellers’ items through specific keywords by their choice. If seller is confident that his/her listings are well optimized, then this is the right time sellers can start advertising by targeting specific keywords that mostly relevant to their items.
After choosing the right keywords, seller can create sponsored manual campaign and start advertising. After pushing those specific keywords and getting enough sales through those keywords, Amazon starts to display sellers’ ads in organic & PPC way more frequently.
If any particular search term gives the highest amount of sales to a particular product in a long period of time, that product will win the “Amazon Choice”. This is the ultimate goal for running relevant keywords in the long run.
Necessary Steps to Rank Keywords
For ranking particular keywords, Seller need to take necessary actions step by step after optimizing his/her listings. These are:
1. Plan and complete proper market research
2. Decide which keywords to push and adding those in Manual campaign
3. Monitor every keywords performance daily
4. Add irrelevant words as Negative keywords through phrase & exact match
5. Separate well performed keywords and push harder through exact match
Finally, getting higher rank of particular keywords and increasing sales do not happen in short period of time. It takes time to be in top position in the marketplace sales and achieve the top position for particular keywords.
