Why have an expert work on your Amazon Ads?
Amazon presents an incredible opportunity for eCommerce brands. The platform is responsible for more than 40% of all online sales in the US and it's expected to surpass Walmart as the world's largest retailer (CNBC).
Marketers are spending more money than ever on Amazon advertising. Just look at these stats:
- Marketers are spending 165% more on Amazon Sponsored Products ads
- 34% of advertisers plan on increasing Amazon ad spending
- Amazon Ads convert at more than three times the rate of Google Shopping ads
The Amazon advertising platform is complex and has a lot of products and the right Amazon PPC specialist needs to know how to use it to scale your business. Here are a few reasons why you shouldn't be attempting Amazon Ads alone (or at home 😋).
Amazon PPC is a specialized skill
Every ad platform is different and there are definitely nuances, skills, and expert specialties that you want your expert to have. Amazon Ads are not the same as Google Ads (even though they share a lot of the same advertising principles), so a Google Ads Expert that's never worked with Amazon before is not going to be the best fit for your project.
Amazon PPC experts have experience using the right tools
If you want to run your advertising campaigns correctly you need to use the right tools and Amazon experts should certainly know of the best ones. These can be tools that help automate keyword research, find negative keywords, manage bids better, and A/B test campaigns.
Save time and ad budgets by working with the right experts
Don't waste your time working with beginners. There's a huge learning curve with any marketing discipline and if you work with an advertising agency or expert from the get-go you can save thousands of dollars and scale your brand much faster. An experienced Amazon marketer that has proven experience in your niche knows the best strategies, campaign types, and bid optimizations you should start with.
So skip the learning curve, and come meet your hand-picked vetted expert on Mayple's platform!
What does an Amazon PPC expert do exactly?
Creates a marketing strategy
The first thing that any good Amazon PPC expert should do is create a marketing strategy for the channel. They should establish your goals, pick the marketing budget for each campaign or ad set, and decide on the types of PPC campaigns you should be running. They should also project the kind of results that you should expect in the long run (3-6-12 months of running ads).
Conducts keyword research
Another super critical aspect of Amazon Ads is keyword research. Like any platform, your campaign budget could get wasted on a bunch of unrelated search queries. So as an Amazon seller, you have to constantly look at your keyword lists, stay on top of seasonal trends and holidays, and constantly optimize your advertising cost.
Creates and manages your campaigns
Now comes the heavy lifting. The right campaign and account structure is critical to your success. I remember when I worked at a 7-figure eCommerce brand, our Amazon ads team would spend hours debating about campaign setup. And that's not even the bulk of the work.
The most time-consuming aspect of this is managing the campaigns. Your Amazon PPC agency or expert has to constantly monitor your keyword bids, tweak your daily budgets, and optimize your return on investment. They need to study that real-time data like their job depends on it (because it does).
Designs branding and product photography
An advertising specialist needs to have a knack for design, and that's true for any platform. They need to know which creatives perform best and what images should be displayed on the product listings. They need to know how to direct designers to create the best work for each campaign.
Competitor analysis
Competitor analysis is another important part of Amazon Ads expert’s job. They must analyze the competition in order to identify the best keywords and ad placements for their clients’ campaigns.
This involves researching competitors’ products, pricing, and marketing strategies in order to gain a better understanding of the target market. Competitor analysis also helps identify potential opportunities that can help get an edge over the competition.
A/B testing
A/B testing is essential for any PPC marketing campaign, especially on Amazon. This involves running multiple versions of the ad and tracking the results in order to identify which version performs best.
Search engine optimization
SEO is usually an organic marketing channel but it's closely linked to Amazon Advertising. The same keyword research that goes into your ad campaigns can help you improve your organic product listings.
The right Amazon Ads expert can help translate that research into actionable insights that improve your rankings and impact your ad campaigns.
Types of Amazon PPC campaigns
Amazon PPC experts can help businesses create and manage a variety of campaigns to reach their goals. These include sponsored product ads, sponsored brand ads, and sponsored display.
Sponsored products
Sponsored products ads are the most common ad type on Amazon. They let you feature a specific product on either the search results page or a specific product details page. They can be either manual or automated.
Sponsored brands
Sponsored brand ads are those banners that appear above the search results. They have maximum visibility and are difficult to get right. You can use them to promote either your brand or a specific product.
Sponsored brands can be used to target customers who have already shown an interest in a particular product or category, as well as those who may not be aware of the business’s offerings.
Sponsored display
Sponsored display ads are a type of Amazon PPC that is displayed on other websites (outside of Amazon). They are similar to native advertising for Google Ads and get displayed on blogs, social media platforms, and online publications. They're great for remarketing and bringing interested customers back to your Amazon listings.
6 essential skills that every Amazon PPC expert must have
Looking for the right expert? Here are the top skills they need to have.
Good communication
Communication is key with Amazon ads because there are so many moving parts. There's the brand's marketing team, graphic designers, and the people in charge of the Amazon accounts, and a lot of little details are needed for every campaign to come out just right.
Knowledge of the latest trends
You can use all the best practices for your campaigns but if you don't leverage the latest trends then you're going to lose out to other advertisers. Trends can be seasonal like launching campaigns for the holiday season and various times of the year. They could also be around new features available on Amazon like Amazon posts and video ads or industry trends like working with influencers.
Analytics and love for data
Your Amazon PPC specialist needs to love data. They need to have it for breakfast with their cereal and go to sleep with it under their pillow. They should know pivot tables like the back of their hand and be able to do magic with Excel.
Time management and organization
Managing PPC requires juggling a lot of things at once. You got advertising budgets, campaign strategy, product launches, marketing goals, and all of it has to be prioritized. The right marketer is able to manage their time and stay super organized.
Knowledge of PPC tools
The industry is changing all the time and in order for your marketer to stay relevant they have to use the latest tools and trends to continue reaching your target audience. A lot of these tools help Amazon marketing experts to automate repetitive tasks and save hours every week. So if your expert isn't up to date with these tools they're likely very ineffective.
Proven experience in your niche
Last but not least, your expert needs to have proven experience working with similar brands in your niche. And that's pretty hard to find. Luckily for you, Mayple has a community of 600+ vetted experts that we hand-pick for your specific project. We can find you an expert with a proven success record in your niche in no time. Get started today!
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