9 Costly Amazon PPC Optimization Mistakes and How to Fix It

Mar 2

After you start a sponsored ad campaign on Amazon, you will need to optimize your campaign. Your ACoS is very high as well when you don't reach your objectives. If you find that you are experiencing this problem, you need to backtrack and take a look your current Amazon PPC campaigns that are running. Utilize this opportunity to optimize and develop a successful Amazon PPC campaign.

The following is a list of 9 common sponsored ad mistakes and how they can be avoided with the appropriate Amazon PPC management technique.

Mistake #1. Thinking that Amazon ads are similar to Facebook ads

They can be compared to Facebook ads because they appear at any given time on any screen. However, this is not the case with Amazon PPC ads. These advertisements are only viewed by customers who are interested in the product or service. Search terms buyers put into Amazon's search box are a big reason for this.

Here's how to fix it:

Amazon utilizes an auction-based inventory model for its cost-per-click (CPC) inventory. A seller with the highest bid is often listed as the first result chosen by the search engine, followed by the second and so on. Be sure to take into account several factors, such as price and the product's relevance. Furthermore, consider the following suggestions for improving your keywords:

Make sure you use the right keywords. Avoid words associated with sports if you are selling bedsheets.
Keywords that relate to the topic. Shoppers rarely use keywords that match exactly with the search terms they enter in search engines. Hence, it is recommended you use other keyword matching types such as phrase match and broad match.

If you still are not able to fix it contact PPC agency that provides Amazon PPC services and deals in such matters.

Mistake #2. A poorly organized Amazon PPC campaign

PPC campaigns that aren't structured properly will be a waste of time and money. Your current advertisement can be repeated or deleted to create a new one. However, scaling up your campaign over time is not feasible. You may experience a negative effect on your sales and listings. Additionally, the allocated budget for the campaign may be wasted.

Here’s how to fix it:

Make sure your ad group does not contain too many similar products.

Mistake #4. Eliminating misspelled keywords

Isn't it wrong to use the incorrect spelling? However, Amazon's algorithm A9 considers misspelled keywords and evaluates them as part of the overall evaluation.

However, Amazon does not consider the quality of your PPC campaigns when determining whether your campaign will be visible. For instance, if a customer enters the term "glasses," it will not show those advertisements containing the term "Sun glasses.". You might need to add misspelled words to this list in order to improve your search engine ranking.

Here’s how to fix it:

Additionally, try adding some negative keywords to your list, such as "glass and "sunglasses." However, Amazon disregards words such as "when," "of," and "if." Go over your keyword spellings over and over again to make sure they match your product.

Mistake #5. Failure to avoid automatic campaigns

The seller is provided the choice between running an automatic campaign or a manual campaign for selling Amazon-sponsored products. Amazon's PPC campaign is run automatically when it is set up as an automatic campaign. Data contained on Amazon's product pages is used to find the keywords for the PPC campaign. Alternatively, you can also customize PPC campaign and optimize it more efficiently by using the latter.

Do you know that campaigns run automatically as part of your search engine optimization can help you discover the right keywords to use?

Here’s how to fix it:

When you kick-start your automatic campaign then everything else will take care of itself. It is recommended that you use both “Automatic” and “Manual” type of Amazon PPC campaigns so that you can achieve maximum targeting. If you wish to do so, you can utilize the keywords that you obtained from the search term report of the automatic campaign and add these to your manual campaign words. You won't need to undertake a long search for the right keywords this way.

Mistake #6. Failing to include negative targeting in your PPC campaigns

Many new sellers do not realize that their Sponsored Products campaigns can incorporate negative targeting. Besides optimizing AUTO marketing campaigns, it's also essential when targeting Broad/Phrase Manual match and product categories. Negative keywords can have a number of detrimental effects if they are not added to your campaign:

Spend your money in vain
Removing impressions, clicks, and sales from the target audience through cannibalization
Decrease your conversion rate

Here is how to fix it:

The following steps can be followed to add negative targeting to the Sponsored Products report:

The use of keywords in auto campaigns
Using ASINS in auto marketing campaigns
Identify the ASINS product categories that are relevant to your business
Groups of keywords with broad/phrase matches

Mistake #7. Using non-brand keywords with brand keywords

In terms of brand keywords, they are specific search phrases that include the name of your brand and a noun, verb or other descriptive term. These types of keywords can be used if your target audience is highly likely to search the product that you sell.

Writing both branded and non-branded keywords in a single campaign is not recommended.

Here's how to fix it:

It is more effective to create separate campaigns for each keyword if you want to maximize the targeted outreach. It is possible to monitor and optimize your ads with this strategy. Also, your competitors can't sabotage your Amazon PPC campaign with your brand keywords.

Mistake #8. Inability to see what lies behind your data - only targeting terms that historically convert into sales

When sellers are inexperienced and only focus on the most obvious keywords and targeting, they stumble into this mistake more than their more experienced counterparts. If you use only targeting that has converted previously, you'll never reach new customers and can never explore new potentially profitable strategies.

After you have downloaded your search terms report for Sponsored Products. There is a wide selection of targeting available, most of which are not used by Amazon -- lower impressions and clicks. A very small part of the total spend will come from the converting targeting.

Here’s how to fix it:

Is it possible for us to influence the Amazon Sponsored Products results algorithm so that more ads would be shown for the targeted audience we desire? The answer is yes, although it may sound absurd. Look for keywords with very high CTR (click-through rate) but not enough sales among the thousands of Amazon search terms.

Mistake #9. Develop a habit of setting things aside and forgetting them

What was the number of times your Amazon PPC campaign was optimized? Is it true that after you launch your campaign, you just forget about it and let it work its magic? In regards to Amazon PPC campaigns, there is no such thing as a "magic pill.". In order to devise the best PPC strategy for Amazon, you must be diligent, dedicated, and analytical.

Here’s how to fix this:

Be consistent in monitoring and optimizing your Amazon PPC campaigns, regardless of whether you are busy or forgetful. Ideally, you should monitor and optimize at least weekly. As you review your ad, reflect on the campaign objective as you consider metrics such as CTR, CR, ACoS, etc. Make adjustments to your bids and optimize your keywords if necessary. Consider applying the appropriate Amazon PPC strategy to improve your search engine ranking.

Conclusion

In the event your sponsored ads fail, do not be disheartened. Using the tips mentioned above, you can optimize your Amazon PPC campaign until Amazon considers your product relevant to the market. Your Amazon PPC campaign also increases brand awareness, improves sales, and outsmarts your competitors.

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