Grow Your Brand Sales with the Best Amazon PPC Agency

Types of Amazon PPC Campaigns

If you want to grow your Amazon brand, you need to be using the most efficient PPC campaign structure for your products. We systematically work through Amazon’s sponsored ads units, and create ads campaigns that drive the highest return on ad spend (ROAS) for your ASINs.

The best-performing Amazon ad campaigns are:

• Sponsored brands ads,
• Sponsored display ads,
• Sponsored product ads.

Sponsored Product Ads

There are two types of sponsored product ads

• Keyword bidding
• ASIN bidding

The keyword bidding ad type involves deciding which keywords you’d like your product to appear for when searched.

To start the keyword research process you will first have to opt in for one of the paid keyword research tools out in the market. Some popular ones include:

• Semrush,
• Ahrefs,
• JungleScout.

When you have a seed list of keywords that match your product listings we move to the keyword targeting phase.

There are three types of keyword targeting:

1. Exact Match – This is when you only want to appear for a very specific keyword and avoid wasted ad spend. We use this when we know the keyword is converting well and want to reliably increase sales.
2. Phrase Match – The phrase match type requires the seller’s bid keywords to appear within the customer’s search query in the precise order. This approach is considerably more stringent and restrictive compared to the broad match. However, the increased control leads to more relevant ad placements, ensuring stronger keyword relevancy for your ads.
3. Broad match – These keywords allow your ad to be displayed when a customer’s search term includes all the keyword terms or their close variations, such as plural forms, acronyms, stemming, abbreviations, and accents. The customer’s search term can contain keywords or synonyms in any sequence. For example, if you set ‘Vanilla Candle’ in Broad Match, you may appear for keywords like ‘Soy Vanilla Candle’, ‘Best Vanilla Aromatherapy’.

On the other hand, you can also bid on ASINs. You can set your product to appear on a competitor’s product detail page. This is a great way to target competitors and steal sales. If you know you’re better than a competing product and can communicate that to a prospective customer, bidding on ASINs can be a very lucrative Amazon advertising strategy.

We run sponsored product ads for all our Amazon PPC Management clients. It’s one of the most reliable advertising units on the Amazon advertising platform.

Sponsored Display Ads

Sponsored display ads has the lowest conversion rate and click-through rates out of all Amazon advertising units. When you run a sponsored display ad your product listing can appear in various spots including under sponsored product lists and at the bottom of product pages. Because of its low correlation with revenue, the sponsored display ad unit is mostly used for brand awareness. However, we use it for remarketing. This is an effective way to leverage the low costs of this advertising unit and also to increase conversion rates.

Sponsored display ads are a must have for Prime Day sales. They can dramatically increase your brand awareness on one of the most revenue generating days of the calendar year.

Sponsored Brand Ads

Must have for prime day window (edited) Sponsored brand ads

Sponsored brand ads are a highly lucrative Amazon advertising unit. There are two main sub advertising units and you can use target both sub advertising units by keywords and competitors ASINs.

• Sponsored brands video ads, and
• Sponsored brands store highlight (sponsored brands product collection) ads

Our team of Amazon PPC experts have spent over $20m on Amazon advertising and have seen the following results from both ad units:

Sponsored Brand Video Ads

Sponsored brand videos usually have exceptional click-through rates and conversion rates. They increase sales especially when paired with keyword bidding. They’re a must-have for Amazon PPC campaigns and feature in most of our client PPC campaign strategies

You should know if you run sponsored brand videos to drive sales for a specific product, your ad will appear at the bottom of the search page. This will not have the greatest click-through rates but will have a high conversion rate (because users who scroll to the bottom are more likely to purchase).

On the other hand, if your sponsored brand video ad is leading to your brand store page, it will appear in the middle of the search results. This is a new feature for Amazon. This option will result in a higher click-through rate and increase your brand awareness faster. If you run SB Video ad on specific product your ad will appear at the bottom of the search page and if you lead them on your brand store – it appears before the middle of the page (fresh feature from amazon). The first option is better for CVR, on the other hand the second option for CTR and brand awareness

Sponsored Brand Store Highlight (Sponsored Brand Product Collection) Ads

Sponsored brand store highlights, or also called product collection type ads typically appear on the right top corner of the search page. They have average click-through rates but usually poor conversion rates. To note, you need to fill the ad spot with a minimum of 3 products. Your potential customer can either click through to your brand store page, or your product page, which makes it slightly harder to convert traffic.

NUOPTIMA’s Amazon PPC Management Scope of Work

1. PPC Ads Management

We completely manage and continually optimise your Amazon advertising and all other sponsored advertising types.

• Sponsored Products: We place your products in the sponsored sections of search results.
• Sponsored Brands: Drive traffic to your storefront with banner ads and more.
• Sponsored Display: Placements on competitor listings.
• Sponsored Video: Video ads in search results. Send over your video, or we can take out the hassle and create one for you.
• Sponsored Voucher Coupons: Advertise clickable vouchers for customers to collect and purchase your products.

2. Voucher Coupons

The voucher coupon is a relatively new feature on Amazon UK, and many sellers are missing out on this potential revenue booting opportunity. We design attractive voucher coupons to entice customers to collect them and purchase your products. An example of an Amazon coupon could be £2 off or 20% off selected products.

3. Promotions

Amazon customers love a good promotion! Through a carefully constructed promotion campaign, you can see your product sales climb and get your brand in front of more shoppers than ever before. So let us get those “buy one get 10% off” promotions in front of ready to purchase customers.

4. Deals

Did you know that the Amazon deals page is the second most visited page on the site? So get your products on that page by creating lightning deals and 7-day deals, so you don’t miss out on the millions of customers browsing for a bargain.

5. Prime-Exclusive Discounts

Prime members like to feel special and receive exclusive discounts. By targeting these repeat Amazon consumers, you can get involved in the key eCommerce calendar to run Prime-exclusive discounts on Prime Day, Black Friday, Cyber Monday and Christmas Week, plus much more.

6. A/B Split Testing

A huge part of optimising sales and profits is testing various variables to determine the maximum click-through rate (CTR) and conversion rate (CVR). When A/B split testing is being used as part of your long-term marketing strategy, it can lead to thousands in extra profits. We implement the testing at the appropriate time to improve the performance of sale prices, product titles, written content, images and videos.    

7. Giveaways for Ranking

For years, savvy Amazon sellers have been using giveaways to boost sales velocity – resulting in better ranking. One of the latest methods is to use rebate or deal sites to drive a steady stream of traffic to your listings to raise sales and CVR, bringing with it organic ranking. 

8. Giveaways for Reviews

As you know, the more positive reviews the better. We can set up giveaway campaigns so you gain batches of legit verified Amazon reviews. A successful Amazon giveaway will grow your customer base, get your brand known, and improve the loyalty of the customers who have purchased from you.

9. Review Follow-Up Audit

Consumers are looking for products with lots of recent positive reviews to convince them your product is worth the money. We advise on the best tools to keep those reviews rolling in. From packaging inserts to automated follow-up software, we can get your customers to submit feedback.

10. Account & Listing Health Audit

You can spend hours looking over your frontend product listings and backend Amazon Seller accounts to figure out what needs improving. We conduct full account and listing health audits to identify how to optimise all aspects of your Amazon store.

11. SEO & Keyword Audit

To take your sales to the next level, your content needs to inspire the buyer to purchase while also being SEO optimised so you can reach your target audience – containing the nessecary keywords to beat the Amazon algorithm. We review all your listings and advise on the keywords to add so more customers can find your products.

12. Brand Tools Setup

Get your brand registered with Amazon to gain greater influence and control over your listings. We can then assist you with strengthening your brand through enhancing brand A+ content, becoming a recognised Amazon sponsored brand, having a dedicated branded Amazon store and understanding brand analytics.

Amazon PPC Software vs Amazon PPC Management Agency

The debate between using an Amazon PPC software and a PPC management agency is ongoing, with each option having its own merits. However, for many businesses, the personalised touch and expertise that an Amazon marketing company offers with their PPC services tend to outweigh the automated features of software solutions.

Amazon PPC Software

Amazon PPC software can automate various aspects of your pay-per-click campaigns. It provides features like automated bid management, keyword research, and ad scheduling. However, while these features may save time and bring some level of efficiency, they often lack the depth and responsiveness that an agency can provide.

Amazon PPC Management Agency

An Amazon PPC management agency provides personalized service with expert insight and proactive management. They can tailor your PPC campaigns to your business’s specific needs, making adjustments based on industry trends, seasonality, and your unique business goals.

Pros:

• Expertise and Experience: Agencies have a team of experts who live and breathe PPC. They are aware of the latest trends, best practices, and changes in the Amazon marketplace. Their in-depth knowledge can help to create more effective campaigns, often resulting in a better return on investment.
• Personalized Service: Unlike software, agencies can provide a level of personalization that’s impossible to achieve with an automated tool. They can fully understand your business, market dynamics, and tailor your PPC campaigns accordingly.
• Proactive Management: Software can react to data trends, but it cannot anticipate them. An agency can adjust your campaigns proactively based on their insights and experience, rather than merely reacting to changes.
• Comprehensive Reporting: While software can generate reports, it often lacks the human touch of interpreting the data and suggesting actionable insights. An agency not only provides detailed reports but also explains what the data means and offers strategies for improvement.

While PPC software may seem like the cost-effective option, the value and ROI from a PPC management agency’s personalized approach, expertise, and proactive Amazon account management often yield better results in the long run. It’s not just about running campaigns; it’s about creating a strategy that aligns with your business’s growth and success.