Do you find it easy to make mistakes selling on Amazon? Check out our Amazon PPC Guide to make your advertising campaign work for you, not against you! This useful article is dedicated to the most common mistakes that even seasoned Amazon sellers can make. Tackle it head on while creating or optimizing your advertising campaign.
#1 Ignorance of the keyword research
Keywords are one of the most important components of setting up your Amazon advertising campaign. This is how potential customers find you and your product, so you should treat the selection of keywords seriously when setting them up. You will say: “That’s BS, I know the basic keys to my product, it’s elementary: a toy is a toy, a book is a book.” I’m exaggerating a little, but it’s important for you to understand the essence. It is crucial to diversify your keywords. In addition to the main keywords, you should use synonyms, words of the general category of your product, and keywords of a broad search query. Use as many keywords as possible and don’t neglect negative keywords! This way you will be able to convey accurate information about your product to the Amazon algorithm and reach the most relevant and warm audience that is ready to purchase.
#2 Lack of keyword targeting according to their match type
Continuing on the topic of keywords, it is important to note that keywords have matching types. Based on them, algorithms determine how much the structure or composition of a keyword can be modified in order to show your ad to the largest or smallest circle of people. There are 3 key types of keyword matching in the ad campaign settings. Broad type. When choosing this type of match, your ad will be shown to potential customers with the greatest variety of search query variations. In a search query, it is possible to change the order of words, use synonyms, abbreviations, and so on. So, if the keyword is “Window scraper” – with a wide match, your ad will be shown to the buyer with the search query “2 in 1 Window squeegee “, ” Window squeegee with a telescopic handle”, “scraper for windows”, etc. Phrase type. This type of matching is stricter than the broad type. For phrase type, the search query needs to contain the exact phrase or word order. For example, if we have “Window squeegee” as a keyword and set up phrase match type we will fit “2 in 1 window squeegee”, “window squeegee with a telescopic handle”, but not “squeegee for window”. The last match type is Exact. This one is the strictest of all types. In this case, the search query must repeat the keyword almost exactly. This type shows your ad to the most relevant shopper. To make it clear, if the keyword is “Window squeegee” and we choose the exact match type, only search queries with “window squeegee” or “window squeegees” will reveal your ad. This instrument (setting up matching types of keywords) can help you to eliminate less-interested shoppers and accent your ad budget to the most relevant. However, this doesn’t always mean the Exact match type gets you more sales. Matching types should be always optimized according to data received during your ad campaign. Let’s look at the next common mistake.
#3 Set and then forget
The ad campaign is the number one thing that should always be under control. A lot of new Amazon sellers think that once they set it up, the ad campaign will bring them money on its own. This is not the case. Optimization! This is the key factor in campaign success. It doesn’t mean your days are spent constantly updating the indicators and instantly making changes. But once a day reporting and analyzing is necessary. Here are the things you should do daily to keep your campaign optimized: 1. Find the most useful and useless keywords in the reports 2. Increase your bids for the profitable ones 3. Delete all non-conversion keywords or add them to a negative keywords list, that might be useful 4. Analyze all key indicators: a) Clicks b) CTR c) CPR d) Conversion (Sales) e) ACOS At a glance, you might have an idea that something is wrong with your campaign and requires a change. Keep in mind that Amazon ad algorithms need time to learn and optimize themselves. They need at least 5 days for AI to work efficiently with your semantic core, so it’s important to remain patient.
However, if 5 days pass and your ad campaign doesn’t perform well and the results are not what you expected, you can trust our free PPC audit. We will address the issue and suggest changes.
#4 Depreciation of your listing
Let’s imagine that you have done well with your Ad campaign, you regularly optimize it and its CTR is great, but Conversion is 0. What might be wrong? Many Amazon sellers ignore the importance of listing decorating. Your product description page is highly important, it’s the face of a good you want to sell. If there are not enough photos, vivid bullet points and complete product descriptions, Amazon PPC will not be able to help you sell your products well. Be attentive to your content! Show people all the best qualities, photos, and information of your product and consider what they receive when buying it.
Our team of creative designers is ready to breathe life into your listing design with attractive photos, catchy videos, and selling descriptions. Find out more by scheduling a free call with us!