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9 Steps Approach of a Pro Amazon PPC Manager

Amazon PPC management has been getting challenging over the last few years and its complexity will increase even more over time. Amazon is launching new tools and new AD formats every other month on the Amazon advertising platform. Amazon PPC manager helps you in running your campaigns profitably while leveraging all the tools and new formats of Amazon marketing services.

All businesses exist for profitability and an efficient Amazon PPC management service can help you to achieve the desired ROAS or ACOS from PPC. Below are the step-by-step approaches a seasoned Amazon PPC manager will perform for the desired results for their clients.

1. Setting a Target ACOS

The first step of any Amazon PPC manager is to ascertain the target ACOS or ROAS i.e the cost of getting sales in context to the PPC spend. For example, a seller wants to have 10% as the desired ACOS then for selling $100 product, a manager must make sure that campaigns are not spending more than $10 per sale. So in this case, 10% is the target ACOS.

1. Optimizing Amazon Product Listing

No matter how efficient a PPC campaign a manager runs, it will not work If Amazon product listings are not optimized. A listing must be optimized with the relevant keywords, images, and A+ content to run potent and effective PPC campaigns. You can’t expect buyers to buy a product by searching for a keyword that is not relevant to the product you are selling.

If your product is relevant for a keyword, your product should speak that out loud by putting that in a product title if that is the main keyword or putting that keyword in the description if it is somewhat relevant. You must also highlight product use cases and lifestyle shots in the listing images.

2. Finding the Seeding Keywords

Amazon PPC manager must find the relevant seeding keywords to start the base of the Amazon PPC campaign. Ideally, these keywords need to be super relevant yet not very competitive.

3. Product Keyword Indexing Validation

You need to make sure that seeding keywords or main keywords, irrespective of them being competitive or not must be indexed by Amazon. You can do it manually by putting keyword + ASIN into the search bar of Amazon. If you want to check the keyword “Red Shoes” and ASIN is “B0676HUA”, then you need to put “Red Shoes + B0676HUA” and if your product shoes on top then it is indexed. If you want to do it in bulk then use the Helium 10 index checker.

If your keyword or keywords are not indexed, simply add them in title, description, bullet points & backend keywords; it will get indexed pretty soon. Keep in mind Amazon will only index your product for the keywords that it thinks are making sense and not any random keywords that you put.

4. Campaign Definition

An expert Amazon PPC manager will define the campaign objective and direction that it wants from the very start. Generally, multiple campaigns with different ad formats like Sponsored Ad and Sponsored Brand are executed depending on the strategies they want to execute. At our agency, we tailor-made strategies according to the client’s needs and stage of the product lifecycle(launch, scale, or profit optimizing).

5. Tailored Strategies

Different sellers have different investment outlooks. Some sellers are lean and want to maintain their sales at the current pace and don’t want to be very aggressive. For these types of sellers, we implement the Cruise Amazon PPC strategy by cleaning up the campaigns and putting money where they can dominate. We achieve this, by working on the PPC search term report already available and doubling down on the winning keywords. We test bids and placement for boosting impact in the cruise mode of Amazon PPC management.

While choosing an aggressive strategy, we go all out and a single product in the start will have approx 10–15 campaigns for different intents. In a few campaigns, we want to dominate a certain set of keywords for Top Of Search to get more orders and get organic keyword rankings. While in another set of campaigns, we want to get more profit-oriented and get the most out of it but in the aggressive campaign intent into dominating the market and get relevant data to move to make it profitable. It has all types of campaign types like Amazon Sponsored Product and Keyword Targeting, Sponsored Brand Top Of Page Keywords, Product Targeting, Video Ads with a targeted audience targeting with Sponsored Display Ads.

6. Timely Reporting

Timely reports help clients to gauge the effectiveness of the Amazon PPC campaigns run by the Amazon PPC manager. It also acts as a self-reflection of the work performed by the Amazon PPC manager itself. A report must have these targeted keywords’ organic rankings, campaign group performance based on the intent of the campaign. With a summary of the last week’s performance and next week’s expected outcome.

7. Pre-empting risks mitigation

Amazon is an ever-changing scenario where you need to be well connected in the communities of sellers. An Amazon PPC manager must have systems in place for getting notified on any updates in the Amazon ecosystem, like new policies that affect visibility or cause disruptions.

8. Benefiting From Festival Spike and Big Sale Days

Amazon has events that are eagerly awaited by both sellers and buyers. A few huge sales-grossing events are Prime Day Sale, Black Friday, and Cyber Monday. A smart PPC manager would make sure that he plans bids and budgets before the events on Amazon. Generally, inventory management is not the job of Amazon's PPC manager but he or she needs to be well aware of inventory levels. As when you are running campaigns you shall make sure inventory must support your efforts. As PPC has cascading effect wherein your organic sales also increase with a successful PPC campaign.

Conclusion:

Amazon PPC manager can do a lot of heavy lifting from your plate. A seasoned Amazon PPC consultant will make sure that you are a profitable Amazon business. And PPC is the only way to make it profitable and scalable. A seasoned person will know inside out about mitigating risk and strategies for every stage of the product. Hiring a seasoned and professional PPC manager is the best investment. If you are looking to hire an Amazon PPC manager contact us now. by visiting **salespusher.com or by emailing at gaurav@salespusher.com.**