Pay Per Click (PPC) advertising is one of the best ways to drive traffic to your Amazon product listings. PPC advertising allows you to pay to put your products in front of consumers who are ready to buy. This is the most direct way to market your products and Amazon store. There are many platforms that offer PPC services, but not all platforms perform in the same way. Platforms vary in pricing, demographics, and the way that they deliver ads to their viewers. The big three that most Amazon sellers use are Amazon Advertising, Google Ads, and Facebook Ads.
Amazon Advertising has a handful of digital marketing solutions for store, products, and brand awareness. I will be talking about their sponsored product advertising exclusively which is their PPC platform or Cost per click (CPC). Amazon sponsored product advertising helps sellers to get their products in front of consumers who are ready to make a purchase. The ads show up in the search results when you are searching for products on Amazon.com. The ads show up at the top of the page and throughout the search results. This helps you to target consumers who are specifically looking for the products that you are selling.
In a 2018 survey, Salsify found that 41% of people start their search on Amazon and then make a purchase on Amazon. This statistic brings to light that the best strategy for PPC for Amazon sellers is from the Amazon advertising platform for direct sales. I believe that the main reason for the success of Amazon Advertising is that people who are searching on Amazon are farther down the sales funnel than those who are on Google or Facebook. The search results in Amazon are being displayed to people who are typically ready to purchase and if your strategy is for increasing direct sales then Amazon Advertising is the first PPC platform you should start with.
For more information on Amazon Advertising click here: Amazon Advertising.
In the same 2018 survey from above, Salsify found that out of 1,000 people 28% of people start their search on Google and buy on Amazon. This shows that Google Ads is still a valuable platform for promoting your Amazon products. Google Ads has a slightly different approach to PPC, but it still is a platform that people are further down the sales funnel. The main difference between Google and Amazon is that Google Ads allows you to advertise on other websites (Google Partners). Google is also a great place for both direct sales and brand awareness strategies.
One of the major benefits that set Google Ads apart from other PPC platforms is its customer support. When you sign up Google assigns an account specialist to you and they help you to create and optimize your ads. The account specialist takes a hands-on approach the first 90 days of your ads and then is there to help answer questions after that. Google Ads is another great platform to use for marketing your Amazon products and it will target additional traffic that doesn’t use Amazon directly.
For more information on Google Ads click here: Google Ads.
Another great platform for PPC advertising is Facebook Ads. Facebook Ads can drive sales to your Amazon products, but this platform should be utilized specifically for retargeting and people who are at the beginning of the buying process. Facebook has a great platform for retargeting products through their ads to people who have shown interest in those products on other sites. They track this information via cookies and when people visit Facebook after viewing specific products online they have the capability of advertising to those consumers.
The one downfall of Facebook Ads is that the people who are on Facebook aren’t on their typically to shop. They might scroll through Facebook Marketplace, but for the most part, they are there to talk with people and look up content of all types. This being said Facebook can still be used to retarget and brand awareness, but Google Ads and Amazon Advertising should be used first if you are trying to target direct sales.
For more information on Facebook Ads click here: Facebook Ads.
PPC advertising is crucial to the success and growth of Amazon selling. Each platform has a specific use and target market. Making sure that you do the research to use the right platform for you for the problem that you are trying to solve is very important. Make sure that you set a budget, optimize your ads, and adjust as needed to make sure that you can get the most of your digital ads.
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