Now you have found the product that has great potential, sourced the perfect product and has shipped to the Amazon FBA Warehouse. The next question that pops up in your mind is probably how to get your product noticed by customers, and more importantly to turn the clicks into cash in your pocket. One of critical elements of successful Amazon product launch is Amazon PPC (Pay-per-click) or Sponsored ads.
So how does Amazon PPC works? When people search for products on Amazon, the search engine will provide the most relevant result for the visitors. There are two types of search results, namely organic and sponsored: the organic result is ranked by the Amazon Algorithm based on sales, while sponsored ad appears because sellers are bidding for the buyer's search term. As you may tell, the key to PPC success is having good keywords, which should be highly relevant to your product and has good amount of search volume. Good PPC campaign can also pave the way for future revenue; when your sales are boosted by PPC, your organic ranking of these keywords will increase, in turn creating more sales organically without paying extra money.
Without further ado, let’s go through the process of creating your first campaign on Amazon! Now go to the Advertising tab on your Amazon Seller Central, click Campaign manager, then click the yellow button called “Create Campaign”.
Next you will see a page to set your campaign budget. For an effective budget we usually set the budget to ten dollars per day, and let it run for a week or two to see the effectiveness. There are two types of campaigns namely Automatic and Manual. Automatic is to let Amazon choose the best keywords to target, manual means that you yourself will input the keywords that you want Amazon to list the ad on. Automatic is definitely easier but it may miss some niche keywords that can convert high sales volume, while manual targeting can capture these sweets spots yet it will take you much more time and effort.
Automatic campaign is self-explanatory, so for this blog we will skip that part and focus solely on the process of keyword research for manual targeting campaigns.
Keyword Research Software - #1 Merchant Words
Merchant Words is a powerful keyword research tool for Amazon. It gathers millions of data from Amazon and can give us insights on what keyword to use. The good thing never comes for free, but Merchant Words is a worthy investment that you would like to spend to get the best keywords. Once logged in, think of the fundamental seed keyword for your product and search it on Merchant Words. The system will generate a CSV file available for download, and you can save that for now and we will touch on that later.
Keyword Research Software - #2 Keyword Inspector
Keyword Inspector is another keyword research tool that I strongly recommend. The powerful thing about Keywords Inspector is that it can track what keywords that have converted to a sell on for a particular competitor's ASIN so that you can use them as well for your ads to capture your competitor’s market share.
Picking a right product to track is very important, otherwise you will be wasting hours of effort for the later stages. Now let’s go through the product selection process in a step by step manner. Let’s say that I am selling a GoPro shoulder mount and I want to find a competitor’s product to "Reverse ASIN" for keywords. I searched for the keyword “GoPro shoulder mount” on Amazon and Amazon shows a list of results with sponsored ad at the top. We will ignore the sponsored ad, since these ads appear because they are paid but not because of the organic rankings. Among the other organic listings, we will choose one among the top five and we should ask ourselves several questions. Is the product of high relevance to your product? How many reviews have it gathered? At what position it was ranked?
For this GoPro Shoulder Mount case, we will pick the "Hapurs" branded products. Although it is ranked at the second after Stuntman, its number of reviews exceed Stuntman by 5 times. Also, the title of the Hapurs is optimized for ranking meaning that Hapurs should have optimized its keywords too, and this implies that we can get good quality keywords from tracking Hapurs. In addition, the product is granted with the title of “Amazon’s Choice” by Amazon which confirm its sales volume. Therefore, we should pick Hapurs for tracking in this case.
After finding the right product to track, the next thing to do is to put it on Keyword Inspector. Click the tab “New Reverse ASIN Search”, scroll down and input the ASIN of the product at box. Click “Start Reverse ASIN Search” and you will be able to download a CSV file.
Sorting hundreds and thousands of keywords
Merchant Words and Keyword Inspector can generate thousands of keywords. At this stage there will be no short cuts, but to manually sort the most relevant keywords to the number of around 150-200. This stage will take hours and even days to be done, and the effectiveness and efficiency of sorting will be largely subjected to your experience on that.
Filter By Google Adwords
After filtering the keywords, you can also let Google to help you to sort out the keywords. Although Google is not that ecommerce-oriented as Amazon, Google Adwords data can give you some hints on the keyword to target. You can upload your sorted keywords to Google Adwords and let Google tell you what keywords are popular. Remember that for each submission the number of keywords should be limited to 200 keywords.
Implement Both Automatic & Manual Campaign
After choosing your 150-200 keywords, you can implement the Manual campaign using the keywords. You are suggested to open three ad groups namely “Exact”, “Phrase”, and “Broad”. The usage and monitoring of these ad group will be discussed at my next blog. At this moment you can launch both the manual ad and automatic ad together for a week or two,
Congratulations on your first Campaign on Amazon, and you have made your first step of generating sales from PPC! Stay Tuned for my next blog post of teaching you how to optimize your PPC campaign!
Happy Amazon Selling!
Antony Lam, PPC Lead