Amazon sellers face 2023 with a positive outlook, saying they were profitable and bent on expanding and diversifying their product line. However,36%卖家担心通货膨胀可能会削弱其业务，因为存储和运输费以及来自全球供应商的商品成本。
It's no surprise that a growing number of merchants have begun increasing their ad spend on the retail giant, where the cost per click (CPC) of ads is around$0.75, lower than Facebook's $1.35 and Google's $2.32.
尽管品牌继续将其广告倒入top two digital ad market leaders—Google (28.8% global share) and Facebook (20.5%)—more companies have begun to increase their budgets for Amazon's pay-per-click (PPC) advertising. Sellers have reportedly lowered their Facebook ad spending amid the social network's reduced targeting capabilities.
亚马逊广告价格仍然会变得昂贵，因为卖家竞标与其产品相关的关键字。但是广告商似乎并不介意 - 私人标签卖家经常分配销售的10％在广告上，经销商花费5％。
8 Steps to Optimize Your Amazon PPC Ads for Higher Sales:
- 1. Review your target advertising cost of sales (ACOS)
- 2. Pick an ad-type mix that will meet your business and campaign goals
- 3. Invest your ad funds in high-performing products
- 4. Pick your keywords strategically
- 5. Adjust your bidding strategy according to a product’s page ranking
- 6.确定不需要的搜索查询
- 7. Choose the right bid strategy for ad placements (ad’s location on the webpage)
- 8. Use a naming system for your ad campaigns and apply it consistently
优化亚马逊PPC广告的8种方法
Check which of these 8 steps you need to add to your current Amazon advertising strategy:
1. Review your target advertising cost of sales (ACOS)
Your ACOS is a metric that compares how much you spend on PPC campaigns against the amount representing sales. To arrive at this figure, divide your ad spend by your ad revenue and multiply the product by 100.
You’ll find your ACOS on your亚马逊卖家中心dashboard by clicking the Advertising tab and going to Campaign Manager—the ACOS column appears after the Sales column.
来源：kenjiroi.com
The ACOS can average15% to 30%用于低转化产品。但是，对于需要获得可见性的新产品，目标成本为40％及以上。如果您想：也可能需要更高的ACO：
- Dominate a niche
- Get rid of a low-selling product
- Sell in a fiercely competitive market
But what is a good ACOS for established products? It shouldn't be higher than your target profit. You can determine this by knowing your break-even point—the amount you pay for ads where you won't lose or make any profit.
Before that, clarify how much your profit margin is or the amount after you subtract expenses such as production, shipping, staff salaries, and other fees. For instance, your product's sale price is $15. Then assume that your Amazon fees cost $2 and your production costs $5. Altogether, you're paying $7 before selling the product. When you take $7 off the cost from the $15 price tag, you're left with what we refer to as your pre-ad profit of $8. This amount is how much you generate for every sale. Thus, $8 is also your break-even ACOS because if you spend this entire amount on ads to sell your product and need the $7 to produce and deliver it to your client, you end up with no profit.
2. Pick an ad-type mix that will meet your business and campaign goals
Amazon lets you choose fromthree PPC ad types, which you would typically combine for an effective campaign. Each ad type serves a purpose. You should test which will work for you and your budget.
赞助产品广告promote single products and target high-intent customers or shoppers most likely to buy. These ads are ideal for introducing new products, securing the top position on Amazon's search results page (SRP) for specific keywords, and capturing your competitors' customer base.
来源：amazon.com
Sponsored Brand ads在一个品牌下最多可提供三种产品（作为“产品集合”，“商店聚光灯”或“视频”）。徽标在这些广告上的显着位置，这种格式旨在提高品牌知名度和长期需求。此广告类型也是唯一可以包括视频的广告类型。像赞助产品广告一样，赞助品牌广告也出现在SRP中，使您可以吸引竞争对手的忠实客户，并将您的品牌作为可行的替代品展示。
来源：amazon.com
Amazon boasts that this ad type results in a5.5% increasein return on ad spend and more than a 57.8% rise in conversion rate. The Video format could increase the click-through rate (CTR) by 100% compared to the Product Collection format.
来源：amazon.com
Sponsored Display adsretarget previous visitors of your brand's product detail pages in or outside Amazon.
来源：amazon.com
（水平显示广告）
来源：amazon.com
(vertical display ad)
3. Invest your ad funds in high-performing products
Avoid spending money on products that don't generate sales. Third-party apps such as Perpetua's Benchmarker can help you identify products that get clicks but don't convert. Audit your ad groups and slowly remove items with high ACOS. Or you can lower bids for products with high ACOS. At the same time, try to find out the possible causes behind low performance (keywords, product description, images, or others).
专注于高性能的ASIN
如果您为每个项目运行PPC广告，那么一个项目的变化可能会相互竞争以争夺广告位置。为了避免这种情况，您可以将广告预算集中在最畅销的产品上，以其10位字母数字的亚马逊标准标识号或ASIN代表。专门的广告系列可以增加该项目的亚马逊上市页面的流量，使购物者可以看到其他产品变体并考虑其他购买。
Promote low-performing items on your top performers' product pages
将畅销书的产品详细信息页面设置为展示广告，其中包含其他销量不佳的产品。这种策略将使您的忠实买家在品牌的页面中移动。
4. Pick your keywords strategically
聪明keywordstrategy includes:
使用长尾关键字
较长的短语将拥有更少的竞争对手，并且更有机会吸引更有针对性的受众。例如，特定的关键字“栗色棕色头发颜色”可能会导致转化率高于一般的关键短语，例如“有机头发颜色”和“男性有机发色”。
根据具有不同特异性级别的关键字组建广告组
如果您出售加权毯子，则可以创建单独的广告组，例如“儿童加权毯子”，“青少年和成人的加权毯子”，“夫妻夫人的加权毯子”，“棉花加权毯子”，“编织加权毯子”，“带有微玻璃珠馅料的加权毯子，依此类推。
Increasing bids on high-performing keywords and pausing those on underperforming ones
与我们的第3点类似，提高对ACO的关键字的投标，其ACO低于您的目标或收支平衡的ACO，以提高销售额。同时，暂停ACO高于目标ACO的关键字。
Visiting your competitor's pages to discover effective keywords
Study the ad campaigns of other players in your field to determine keywords you haven’t explored before. You can use Amazon's Brand Analytics or other tools such asHelium 10and Data Dive to conduct your competitor analysis.
Selling variants of a product under one ad group with a single keyword
You can package variations of one item under a single ad group to avoid the competition of ad groups with similar keywords. For example, you can sell your lime and rose water-scented dishwashing liquid together instead of separately.
比较手册和自动关键字选择的生成的销售
Activate Amazon's automatic campaign to let the website identify relevant keywords for several days or weeks. Then check the search terms with the highest conversions and transfer them into your manual campaigns.
Tools likePACVUEhave an Amazon PPC feature for optimizing your different ad products. Its AI-runautomationcan perform keyword harvesting and track sales and organic position for more efficient bids. The platform also lets you set up daily and monthly budgets, budget pacing, and rules to replenish low budgets.
5. Adjust your bidding strategy according to a product’s page ranking
根据其关键字在SRP上分析产品的页面排名和位置，然后设置您的出价according to where they appear on Amazon search.
第一页和第二页：出价高于竞争对手，以提高产品的可见性。另外，将关键字匹配类型设置为“短语匹配”，以便您的广告将出现在关键字或短语的其他变体中。
Second to fifth pages: You can bid less aggressively for the keywords of products that appear on these pages. Continue to note the key terms on your product pages that appeared in the first few SRPs so you can tweak them if necessary.
超越第五页: You may stop bidding on keywords in product pages that appear on Amazon’s search result page six and higher so you can pour your funds into higher-performing keywords.
6.确定不需要的搜索查询
要针对更具体的市场（并从意外点击中降低广告成本），请确保您的广告仅出现在与您的产品最相关的搜索中。您可以通过添加negative wordsto your campaign. For instance, if your product line only features drinking glasses, you can add "reading glasses" among your negative keywords. "German" and "Germany" are also good negative keywords to add to your main keyword if you sell Japanese chef knives.
此外，将以下关键词包括在内：
- 非转换关键字具有高广告支出
- Non-converting keywords with a low CTR
- 具有高CTR的关键字，但不要转换
消极词汇列表,去竞选经理your Amazon Seller account's Advertising tab. After finding the ad group where you wish to list negative words, click the Negative Targeting option on the left panel to see the "Add negative keywords" button appear.
您可以在之间选择：
Negative exact：如果搜索查询是您列出的负关键字的确切匹配，尽管亚马逊将接受单数变化，但您的广告不会显示。
Negative phrase：如果查询包含您的负关键字作为独奏搜索条目或搜索短语的一部分，则您的广告将不会显示。
After identifying your negative keywords, your PPC ads will be excluded from the SRP when shoppers type these terms on Amazon's search bar.
Another way to prevent your ads from showing up in irrelevant searches is to set your keyword match type for Sponsored Product ads. The options include:
Exact match: Your ad will only appear when a search query is an exact match to your keyword. Amazon includes singular and plural forms of your chosen keyword as exact matches.
Phrase match: Your ad surfaces on the SRP when the query includes one or more of your identified keywords. Singular and plural variations are also considered matches.
广泛的比赛：您的广告显示在购物者的SRP中，前提是搜索包括您列出的关键字或密钥词中的所有条款。Amazon在SRP中包含同义词和拼写错误，即使输入的单词与您指定的键形相同的顺序不相同。
7. Choose the right bid strategy for ad placements (ad’s location on the webpage)
亚马逊允许您以三种方式在页面中竞标广告的位置：
Dynamic bids - down only:如果在线零售网站预计广告不太可能获得销售的可能性，亚马逊可以实时降低广告的竞标价值。
动态出价 - 上下：Amazon can raise your bid value by up to 100% (for top-of-the-page placements; the bid can increase by 50% for ads in other locations on the webpage) in real time if it has a high conversion potential.
Fixed bids:亚马逊对您的出价没有任何调整。
You can pick from any of these three "placements" or locations: at the top or first row of a first page Amazon SRP, other areas within the SRP (middle, bottom, or page two of an Amazon search result), or in the product details page and pages other than the SRP, such as the add-to-cart page. Refer to the Placement Report to determine which of these three positions you should choose for the highest exposure and chance of conversion.
8. Use a naming system for your ad campaigns and apply it consistently
如果您仅将其标记为“广告系列1”，您可以轻松忘记广告活动的目的。要更具体，因此您可以识别涉及的产品或产品的目的。
A sample structure can look like this: Product identifier|campaign name|target ACOS|additional identifier.
你的“活动名称”可以指你的活动goal, such as "keyword discovery" for new products or "keyword expansion" for established items. Meanwhile, "additional identifier" can refer to your ad type, whether it's a Sponsored Product (SP), Sponsored Brand (SB), or Sponsored Display (SD) ad.
So a Sponsored Product campaign for your new packing cubes can look like this: PackingCubes_KWDiscovery_40%_SP.
如果您使用一种或两种产品经营一家小型企业，则可能只有两个广告系列，其中包括预算略高的“最佳或最畅销者广告系列”，预算较低的替代活动。一旦您的业务和广告预算扩大，您就可以围绕单个产品开展一些广告系列。
Need Extra Help with Your PPC Ad Strategy?
Whether you need a refresher on PPC ad management basics or external help in developing campaigns that can draw higher returns, Influencer Marketing Hub can help.
通过使用最佳实践和统计数据来降低”The Ultimate Amazon PPC Strategies and Best Practices"and "Amazon Advertising Statistics – Sales, Revenue & More (2023)."
或与服务提供商合作，我们在文章中列出了其中的十几个”Top 15 Amazon PPC Management Agencies."
