What is PPC Advertising?
Amazon's entire advertising system consists of three categories: the first category is sponsored ads (Sponsored Product); the second category is headline ads (Headline search ads); and the third category is product display ads (Product display ads).
In simple terms, PPC advertising is to search and buy keywords on Amazon, using this method to increase product exposure and click-through rate, thereby improving conversion rate. Amazon's in-site advertising uses a bidding method. The highest bidder in the same category wins, and payment is based on clicks.
So what we need to understand is: we need to treat advertising as a precise way to attract traffic! Everyone remember that it must be precise traffic. The precision here has two meanings. The first is to find precise keywords for the product, and the second is what words we hope to attract traffic.
The premise of PPC advertising:
1. Self-built listing with Buy Box;
2. Completeness of the listing page --- perfect perfection (pictures, titles, five-element features, product descriptions, ST keywords, etc.);
3. Listings are shipped by FBA, have reviews, manage inventory, and ensure that products are continuously online;
4. Use highly relevant keywords and bid competitively;
5. Increase/adjust daily budget based on sales (not being able to use up the budget vs not having enough budget).
The role of PPC advertising:
1. Select products and introduce the same amount of traffic through advertising at the same time point. The styles with high click-through rate and high conversion are ideal styles. Specific steps: Use the same listing but different pictures, open a group of automatic ads or a group of manual ads, add two sub-bodies to one ad group, and conduct a test. If there is a transaction, it means that the better transaction may be more in line with the consumer's demand for such products. If there is no transaction, the click-through rate can be used to determine which style the buyer likes more.
2. The connection between keyword ranking advertising and natural traffic lies in that the more transactions the advertising words have, the higher the keyword ranking will be, and the more natural traffic will be.
3. Automatic advertising can bring keyword traffic and related traffic, while manual advertising can bring precise keyword traffic. Advertising traffic is divided into two levels: the first is direct traffic, and the second is indirect traffic. When a customer browses a product through an advertisement and stays on the page for a long time, the system will add the product to the user's browsing track, and the chance of a second browse will be much higher.
4. Test your listing
For the same style, select different pictures and listings to test the effect of pictures in a "week" cycle. Specific operation: Change the product picture in a "week" cycle to test the product conversion; remember that it is best to only change one variable in the test, and it is best not to change the listing content and pictures at the same time. Generally speaking, the impact of pictures is relatively large!
5. Increase sales Orders through advertising can increase product sales
The above is the relevant information about PPC advertising. If you want to continue to learn more about PPC advertising, please continue to pay attention!
