Learn more about the advantages and disadvantages of a PPC campaign and decide whether it fits your Amazon store’s marketing plan!
When it comes to Amazon sales, relying on organic conversions is not enough if you want to make a substantial profit. Therefore, the majority of Amazon sellers would turn to advertising, hoping to reach more potential customers. Among these numerous ad approaches, a PPC campaign stands out as one of the most popular choices.
But what exactly is a PPC campaign? What are the merits and demerits of this tactic, especially when applied to your Amazon store? Let’s find the answers to these questions in the article below!
What Is A PPC Campaign?
PPC stands for pay-per-click, which indicates a marketing mechanism that changes businesses a certain amount of money every time someone clicks on their sponsored content. Running a PPC campaign allows Amazon retailers more control and flexibility over the budget spent for ad running so that they can ensure the ad spend never exceeds a fixed threshold.
Furthermore, virtually all online platforms offer the space for PPC campaigns, from Google, Instagram to Facebook, And Amazon Ads. PPC’s high level of compatibility makes it a suitable choice for a wide range of ad products, whether they are tangible objects or other services.
As PPC comes with many benefits in terms of reinforcing brand awareness, boosting the conversion rate, and retargeting old leads, it is no wonder why Amazon stores have started to hail this strategy as the most effective marketing tool. Some even outsource an Amazon PPC management agency for a higher ROI and better RoAS.
Pros Of Running An Amazon PPC campaign
1. You can easily track down the results
Most platforms that host PPC campaigns provide internal tools to measure essential metrics and inform how profitable your ads have been. Even better, some third-party websites and extensions allow you to dive deeper into the entire campaign and closely supervise its performance. Some even produce a detailed report within a certain time frame, enabling you to have a comprehensive view and evaluate the campaign’s success.
A quick look at any PPC campaign tracking tool, and you will be presented with the number of impressions, clicks, clickthrough rate, and conversion rate, as well as new leads. These details are crucial not only for your existing ads but also for later use.
2. Your products can gain immediate visibility
When you pay for a PPC campaign, the outcomes are almost within seconds. For example, your Amazon store specializes in female t-shirts, and you bid the keyword “cheap female t-shirt” on Google Ads.
You win the auction, and you manage to get ad placement on the search result page. It means that now, whenever a user types “cheap female t-shirt” on the Google search field, your landing page will be at the top.
Needless to say, being featured as #1 on a search browser as popular as Google will do wonders for your business. As more and more customers are exposed to your brand, the chances that some of them decide to seal the deal will increase.
The same process is applicable for other PPC-compatible ad websites. So why struggle to scale the business organically for months, or even years, when a PPC campaign can do the trick right away?
3. You have more control over the budget
For small or medium Amazon businesses, splashing money on running ads is not a viable option. Most people prefer a campaign where they can closely follow the expense required and make sure no penny gets wasted. This is when a PPC campaign steps into the picture.
PPC allows digital marketers to set a limit cap on daily ad spend. Whenever the host engine detects that your ads have achieved the initially determined goal, it will shut down temporarily and no longer showcase the sponsored content. Therefore, you never have to worry about accidentally letting the marketing plans eat up more shares than expected.
Cons Of Running An Amazon PPC Campaign
1. You cannot filter the quality of your clicks
One of the reasons certain businesses are hesitant to embark on a PPC campaign is that the clicks are unfiltered. In an ideal situation, earning as many clicks as possible means your Amazon store stands a higher chance of converting new customers.
But what if the clicks are not high intent? What if these were just random clicks people made on the spur of the moment and had no intention of buying anything?
That is not to mention many dirty schemes from your competitors, who might take a low road and deliberately click on your ads to drive up your marketing expenditure. When Amazon sellers cannot tell whether the clicks are helpful or not, a PPC campaign turns out to be a bit off-putting, especially if they are cash-strapped.
2. You cannot expect sustainable results
Other marketing tactics – like SEO – grant you the right to keep your content as long as you wish. If you optimize your Amazon listing and perfect it to the tiniest details, it will remain that way until you decide to adjust it.
But PPC campaigns are widely different. Your ads are only displayed to the target audience because you choose to pay for them. The moment you stop pouring in money for each click generated, the ads are no longer available. So unless your business has a lavish budget for marketing, sustaining a PPC campaign is no easy task.
Conclusion
As stated above, applying a PPC ad campaign for your Amazon store comes with both the good and bad sides. If experienced enough, you can easily avoid the negative impact and focus on the assets that PPC marketing offers. But for those of you who find it difficult to enhance the performance of an Amazon PPC campaign, check out olifantdigital.com for more detailed advice right away!
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