If you started considering Amazon as one of your sales channel, here’s how to kickstart your Amazon sales.
First, you must understand that Amazon is a highly competitive platform for sellers. One must know all the basics to generate sales through options such as the “Sales Button” or using correct keywords to be found by customers that don’t know your brand. We’ll get you started with the basics and once you feel ready, you can read a full and detailed guide for beginning your Amazon career.
Vocabulary of Amazon Sponsored Products Ads
To know how Amazon Ads work, you must at least know some key vocabulary that will be part of your daily life. The main ones are the following:
PPC: pay per click (you only pay when someone clicks on your Ad) – type of campaigns
CPC: cost per click – actual ad cost spent on each click
Ad: the slot that displays your actual product sponsored, appears on different placements of search result
Group: contains one or more ads
Campaign: contains one or more groups
Portfolio: contains one or more campaigns
ACoS%: Advertising Cost of Sales (one of the key metrics for performance)
Manual Campaign: a campaign where targetings (keywords or products) are manually selected by the user
Automatic Campaign: a campaign where targeting is automatically selected by Amazon
Sponsored Products Ads Must Know
On to those different types of ads. You will have your pick of Sponsored Products Ads to pick from., which are the main ads you will need to power sale your product. First. You have the top search placement. This is where you want to be when people look for terms that can describe your product.
Another Sponsored Product ad is the product placement page. This is another great place to be as when customers search for products similar to yours, you can get a chance to also show up as part of their research.
1. Gather Data About Your Product
Now that you know how close you can be to your potential buyers, the first step is to do some research. That research is mainly focused on the type of words to use and what the competitors are doing.
You can start buy looking up what the competition is doing and build yourself some essential keywords to describe your product. After, you need to take a leap of faith and start a campaign with at least a 20$ budget/day and matching the average CPC bid. Top that campaign with a manual campaign as well to target keywords from different sources while keeping the match type broad and the Amazon suggested bid. If you are new to campaign creation, here’s the complete guide you can use to create your campaign.
Once you run these ads for about two weeks, you will have gathered important and relevant data. You can use the best performing targeting from both of these campaigns by downloading the PPC search term report. You can focus now on the ones that have a good ACoS%.
Although this phase is more expansive, it’s an important part to be able to find which keywords are associated with your product and optimize your future strategy to bring your costs down.
2. Expand Your Terms
Now that you found the keywords that trigger your sales, you can build a new strategy around it. First, use the keywords you found from your Search Terms Report and you select the highest performers. Second, you go the extra mile through Google Adwords Keyword Planner, Semrush or Merchantwords. These tools while help you expand your terms. And third, your competition is a great source of inspiration for additional keywords. You can combine competitor brand names, features, use of product and naming strategies to make sure you are competing on the same level. Here’s a great example from WeAreGrowthHack.com .
Get terms from Title + Bullet Points of your competitors
USB C, Charger, Anker, PowerPort, Power, Port, Delivery, Macbook, iPad, PowerIQ, iPhone, Compatible, Charge, Standard, phones, tablets, output, etc. These are 17 terms ready to be mixed and matched in multiple search terms combinations – up to 5 words for a single search term.
By digging in the Q&A section and the Reviews, you can find extra keywords that help you define a promising bidding strategy for your products.
3. Start Your Campaign
Now that you know the basics, it’s time to start your campaign. Do you want to know everything on how to start up, manage and optimize your Sponsored Products campaigns? You can find a step by step guide to campaign creation and optimization right here.