Amazon PPC Not Working: Possible Causes and Solutions
If you have been overspending on Amazon PPC campaigns or operating in the negative and are wondering why your PPC ads are not converting as you had hoped, You aren't alone. Many Amazon sellers experience this when new to PPC and managing their own PPC campaigns. Our Amazon PPC agency helps businesses of all sizes make customers affordable PPC campaign management with a fixed monthly cost so you can allocate your remaining marketing budget elsewhere and grow your business.
Running Amazon PPC (Pay-Per-Click) campaigns can be a powerful strategy to increase visibility and sales for your products. However, sometimes these campaigns may not deliver the expected results. In this comprehensive guide, we will explore the possible causes of why your Amazon PPC may not be working as expected and provide expert advice on how to address these issues. Working with Broadave Amazon PPC Agency, we ensure you have the foundation for success so you can scale and grow.
Amazon PPC Not Working Possible Solutions - How to Create an Amazon PPC Strategy
1. Experimentation: Test each type of PPC ad campaign and experiment with automatic and manual keyword targeting to determine the most effective approach for your brand.
2. Research: Conduct thorough keyword research using tools like Jungle Scout or Helium 10. Focus on identifying related keywords and analyzing competitor products to inform your strategy.
3. Budgeting: Start by setting daily budgets and default bids 50-100% higher than Amazon's recommendations. Adjust these figures based on the performance of your campaigns.
4. Duration: Allow your ad campaigns to run for a minimum of two weeks before analyzing their performance and making adjustments. This timeframe provides sufficient data to evaluate the effectiveness of your ads.
5. Campaign Types: Use the data from your automatic campaigns to identify high-performing keywords for your manual campaigns. Ensure that keywords in your manual campaigns receive at least 10 clicks before making any adjustments.
6. Regular Review: Continuously review your ad reports at least once a week. Add, remove, and adjust keywords based on their performance to optimize your campaigns for better results.
When selecting keywords for your Amazon PPC campaigns, you have the option to choose between broad and phrase match types. Broad-match keywords will trigger your ads for a more comprehensive range of search queries, potentially reaching a larger audience. On the other hand, phrase match keywords are more targeted, as they will only trigger your ads for search queries that include the exact keyword phrase or close variations.
Expert Advice: For better control over your campaigns, consider using a combination of broad and phrase-match keywords. Start with a broad match to capture a wider audience, and then use phrase-match keywords to refine your targeting and reach a more relevant audience.
2. Amazon Keyword Bidding Finding keyword campaigns to keep ROaS high and ACoS lowered as we correct this campaign below. If ACoS is too high, then adjust lower bids. If ACoS is too low, it can increase bids for increased conversions. Additionally, should your brand compete for top-paid or organic positions or other strategic positions on Amazon?
image source Amazon
Keyword bidding plays a crucial role in the success of your Amazon PPC campaigns. Bidding too high can lead to overspending, while bidding too low may result in limited visibility. Finding the right balance is essential to ensure your ads are competitive without breaking the bank.
Expert Advice: Regularly review your keyword bids and adjust them based on performance data. Use Amazon's suggested bid range as a starting point, but be prepared to adjust your bids based on the competition and the performance of your ads.
3. Amazon Keyword Budget
Setting a realistic daily budget you can afford for your Amazon PPC campaigns is crucial. If your budget is too low, your ads may not get enough exposure to generate significant results. Decide on your goals early on if you want impressions or sales. On the other hand, if your budget is too high, you may end up overspending without seeing a significant return on investment.
Expert Advice: Start with a conservative budget and closely monitor your campaigns' performance. Gradually increase your budget as you see positive results, but always ensure that your spending aligns with your revenue goals.
4. Product Launching PPC Strategies: Most Effective Campaigns
When launching a new product on Amazon, PPC campaigns can effectively generate initial sales and boost visibility. However, not all PPC strategies are created equal; some may be more effective than others.
Expert Advice: Consider running sponsored product ads targeting relevant keywords to increase visibility and drive initial sales. Additionally, consider using headline search ads or product display ads to target specific audiences and drive traffic to your product listings.
5. Overbidding: Why This Happens and How to Bid Effectively
Overbidding on keywords can lead to overspending and reduced profitability. Understanding why overbidding occurs and how to bid effectively to avoid this issue is essential. Our experts guide you every step of the way, answering your Amazon PPC questions.
Expert Advice: Overbidding often occurs when sellers are not monitoring their campaigns closely or are bidding based on emotions rather than data. Regularly review your keyword performance and adjust your bids based on ROI data to bid effectively. Never set up campaigns; do not monitor daily to make necessary adjustments.
6. How Many Keywords Is Recommended per Campaign
The number of keywords you should use in your Amazon PPC campaigns depends on several factors, including your budget, your niche's competitiveness, and your campaign's goals. However, it's generally recommended to start with a manageable number of keywords and gradually expand your list as you gain more experience. The key is to keep this manageable. Overspending starts with too many keywords. Our experts implement proven strategies to increase profitability and manage ad spend. How to Optimize Your Ad Groups with the Right Number of Keywords
To ensure your Amazon ad groups are optimized with the correct number of keywords, it's crucial to organize your keywords into different ad groups. The ideal number of keywords per ad group is typically between 30 and 60, depending on the match type. Going beyond this range can lead to keyword starvation and budget limitations.
If you find yourself with too many keywords in an ad group, there are steps you can take to remedy the situation:
Remove Low-Performing Keywords: Identify and eliminate low-performing keywords. Move these keywords to a new ad group dedicated to keyword research.
Utilize RPSB (Research Perform Scale Bid) Keyword Research Strategy: You can effectively manage your strategy by organizing keywords into a new ad group for research purposes.
Avoid the temptation to use large keyword lists without careful consideration. Instead, focus on relevance and choose keywords directly related to your products.
Be intentional about matching your product ads with relevant keywords. While Amazon lacks reports that match search terms with triggered ads, ensuring relevance can significantly improve your ad performance and save you money.
Expert Advice: Start with a small set of highly relevant keywords and monitor their performance closely. As you gather more data, identify additional keywords that are performing well and add them to your campaign. Consider your budget when adding targets. If you have a limited budget, keeping the number of products and keywords small is advisable to maximize your advertising effectiveness. Our campaign managers will coach you, and we run tools to help determine your competitive rank and what keywords you will most effectively convert under.
7. Best Strategies for Beginners and Intermediate Sellers
Getting started with Amazon PPC can be overwhelming for beginners and intermediate sellers. However, by following some best practices, you can set yourself up for success and maximize the effectiveness of your campaigns.
Expert Advice: Start by focusing on a few key metrics, such as click-through rate (CTR) and conversion rate, to gauge the performance of your campaigns. Additionally, regularly review your keyword performance and adjust your bids and budgets to optimize your campaigns for success. Our campaign PPC management services will correct current PPC mistakes, stop overspending, and structure campaigns that will convert at profitable ACoS and ROaS levels.
To summarize, Amazon PPC can be a powerful tool for increasing sales and visibility on the platform. However, to achieve success with your campaigns, it's essential to understand the potential causes of why your Amazon PPC may not be working and take proactive steps to address them. Following Broadwave's expert advice in this guide, you can optimize your Amazon PPC campaigns and achieve better results.