Tag Archives: Advertising

How To Optimize Amazon PPC Campaigns and Find Untapped Keywords

Franz Jordan explains how to optimize your cost per click and reveals the best method for finding long-tail keywords with untapped potential

This post is by Franz Jordan, CEO of Sellics, a powerful all-in-one tool that combines everything sellers need to be successful on Amazon.

Amazon Sponsored Products has proven to be a very effective channel for sellers and vendors looking to increase their sales velocity on Amazon. In 2016, the number of sellers using Amazon PPC globally doubled, while the number of clicks on PPC ads grew by over 150%. This growth has continued, as between second-quarter and third-quarter 2017, Amazon’s Sponsored Products ads grew by another 52%.

With more sellers leveraging Amazon PPC as part of their marketing strategy, it raises interesting questions about the market saturation of keywords on Amazon’s ad platform, and whether there still lies untapped potential for sellers to bid on lucrative keywords with a low cost-per-click (CPC). After all, bidding on keywords with negligible competition means you are driving very low-cost traffic to your products.

As an Amazon seller, you need to ask yourself how you can take advantage of the current PPC landscape to (a) lower your overall CPC and (b) leverage the untapped keyword potential in Sponsored Products to buy more traffic for your products at a low cost.

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My Top Five Tactics for Rapid Product Testing on the Amazon Marketplace

Product selection isn’t about hitting the bullseye first time. It’s about experimentation, data and trying again. Danny McMillan explains his approach.

This post is by Danny McMillan. Danny is an international public speaker, private label seller and host of Seller Sessions the weekly advanced marketing show for Amazon sellers. Danny has been a guest speaker at The Smart China Sourcing Summit in Hong Kong, The European Private Label Summit, The Private Label World Summit and Private Label Days to name a few.

Imagine the situation: you’ve decided to sell a new private label product on Amazon. You find a supplier, agree the details, and place an order with them. You receive the units, create a great listing on Amazon, get some Sponsored Product Ads running… and then the problems start.

Your product just isn’t selling. Maybe your average cost per click is three times what you expected. Maybe your product turns out to be inferior to your competitor’s version. Or maybe there is simply no market for it and the units won’t move whatever you do.

These kind of problems are common, but can often be avoided. If you test the product and the market before committing to a big order, you can discover and fix a lot of problems, and change your approach before taking on stock. This is an organic method, based on testing a number of different factors in your chosen product category. Your results may differ if you are planning on a large scale launch with hundreds of giveaways.

There is a misconception that product testing is costly and time consuming. That doesn’t have to be the case, as you will see in this post. I’ll show you some of my favorite product testing hacks, which will help you generate rich and accurate market data, create better products more quickly, and carry out sample tests to save you a lot of money further down the line.

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Spotlight on Ignite: Taking Amazon Sponsored Products to the Next Level

Seller Labs has a new tool for managing, optimizing and reporting on Amazon Sponsored Products ads. It’s a game changer.

Sponsored Products ads have become an increasingly important factor in driving sales on Amazon. Last year, the number of sellers using Sponsored Products grew by over 100 percent, with the number of clicks on Sponsored Products ads up by over 150 percent.

The end of incentivized product reviews in October 2016 has no doubt played a part in this, as sellers have had to find new ways to promote their products. But it’s not the only factor. Amazon is more competitive than ever, and changes to search result pages have given more and more prominence to Sponsored Products. The ads now account for at least the top three results in the majority of searches. If you aren’t using them, you’re less visible to buyers than ever before.

Now Seller Labs, the company behind leading Amazon seller tools Feedback Genius, Scope and Quantify, have released Ignite. It’s a complete system for Sponsored Products ads, replacing the need to use Seller Central, and adding innovative features to help sellers select the most effective keywords, analyze their performance and optimize their ad spend.

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Selling to Amazon Through Vendor Central or Vendor Express: Pros and Cons

This post is by Kiri Masters, CEO and co-founder of Bobsled Marketing, a New York City-based digital marketing agency that helps brands grow their revenue on Amazon. Bobsled’s comprehensive launch and optimization process has been used for hundreds of products across Amazon’s North American and European markets.

With over 688,000 unique brands selling on Amazon, competition is rife. It can be difficult for sellers to find an edge through the third-party Seller Central program. The good news is that brands have the option of developing a wholesale relationship with Amazon through their Vendor programs.

Amazon’s wholesale Vendor programs have been getting a lot of attention recently. As a Vendor, your products are sold under the trusted Amazon brand. In addition, Amazon will buy and store your inventory, taking care of shipping, pricing, customer service and even returns.

While there is a lot of information and training available out there for brands who are selling on the Amazon marketplace, there is a severe lack of information for brands who are currently selling (or planning to sell) wholesale on the Vendor platform, using either Vendor Central or Vendor Express.

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Amazon PPC: Why are my Costs High and Sales Low?

Matthew Ferguson tackles Mike B’s question on Amazon Sponsored Products: poor performance and inactive campaigns

This is the first of a new series called Readers’ Questions, in partnership with Emanaged and Online Seller Consulting. Every week a seasoned ecommerce expert takes on one of your biggest business challenges. Kicking things off is Matthew Ferguson from Emanaged, and the question is on Amazon Sponsored Products PPC advertising. Have a question for us? Send it to questions@webretailer.com.

Question

I’ve been selling private label skin creams and treatments on Amazon for a few months. I am new to Amazon. I was a professional accountant in the past so the math doesn’t trouble me. I’ve been trying PPC ads but need help. My ROI is low and many of my campaigns are not performing. Advertising cost of sales [ACoS] seems high, but I don’t really know what to expect. I also don’t know why some are inactive for my own product?

— Mike B., from Ohio.

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