Unpacking Amazon’s Untapped PPC Potential – A Primer
In spite of the fact that Amazon is on the brink of taking over the world one order at a time, Amazon sellers are not using all the available tools to their full advantage. As marketers, we’re all aware of Google’s pay-per-click ads, SEO and the tricky balance of finding the keywords needed to get the right clicks to your website. But few marketers, even the savviest among us are aware of the ins and outs of Amazon’s pay per click model. Yet, applying these principles to the Amazon selling platform will truly be your key to success if you want to make a dent in the already saturated space.
Unfortunately for sellers, there is very little in the way of information available online related to Amazon PPC and the strategies needed to help you take your business to the next level, even though you can find just about anything related to selling strategies from B2B and B2C ecommerce to copywriting and marketing 101 and beyond. What’s really strange, is that while everyone and their competitors are using Google AdWords, or even Bing, Amazon PPC remains this well-kept secret. But, with secrets comes the opportunity to capitalize on the fact that you know something that your competitor likely does not.
Unlike its search engine counterparts, Amazon hasn’t adjusted their internal algorithms much at all since its inception a couple years back, staying relatively the same as Google moves through a new iteration what seems like every couple months or so.
So if most of the millions of sellers listing products on Amazon are not taking advantage of any PPC campaigns, what’s the problem? You’re probably wondering if you should even bother taking a crack at it. If that’s the case, read on, we’ll give you a quick primer on why you should be using this untapped medium to reach even more potential customers.
Why You Should Start a PPC Campaign on Amazon
The fact is, millions of searches are entered through Amazon every day, and a majority of those searches consist of three or more words (these are called long-tail searches), meaning the people that come to Amazon mean business. They know exactly what they want, and they want to find that specific item at the lowest possible price point.
The way Amazon works is, when a user types in a search term a list of results comes up (you’ve seen this a million times through your own shopping experiences) that the site has decided most accurately meets the needs of the user. These are known as organic search results, which are based on an algorithm generated from a combination of search terms, user clicks and credibility. These are not the same as ads that you pay for, however the two are closely linked and work together to drive traffic to your site.
There’s also the sponsored products, which are a form of advertising known as pay per click. When a user types in a search term related to your sponsored posts, they’ll show up, mixed in with the organic results. It gets a little complicated here, but for now, all you need to know is, the more users click on the paid ads, the more relevant your listings become. As a result, if your paid ads begin generating more traffic, the further up the pipeline your products will appear in the organic results, giving them credibility and helping people more easily find your unique offerings.