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PPC is not Black Magic or Wizardry.

No PPC Management or Automation tool is a magic wand that will make:
– your keyword research top notch
– your listing fully optimized
– brainwash buyers to buy your product VS. a better one

PPC is more complex than ever and requires a keen combination of technological acuity, business strategy, and management insights. While machine learning is a powerful enhancement that allows for the collection and analysis of large amounts of data in ways that humans can never do, it’s not a panacea for all business problems.

Only you have control over the keywords you want to bid on, or what product you are advertising.

You (or Zon.Tools for the matter) can simply look at the data you gain AFTER you pay for clicks, and optimise from there.

Your ACoS (Advertising Cost of Sales) will look bad at the beginning (as you are buying data), and the crapper your initial keyword research or the less optimized your listing are, the longer it will take for your ACoS to go down, and the harder will be to identify profitable Search Terms and adjust bids.

So how to improve your ACoS?

ACoS is simply a function of your Conversion Rate

If you want to lower your ACoS, you need to increase your Conversion Rate, and below are just a few things you should do

  • Improve KW to Product Relevance
    Watch this Video
  • Optimize your offer: 
    What do you have that makes your product stand out from the search results, and more enticing than current, more established offers?
    – Better Price?
    – Improved Product?
    – Bigger Quantity or Volume (1000mg instead of 750mg, 2 pack instead of single…)
  • Improve Listing Quality:
    Images: do your pictures communicate the benefits instantly (not just boring lifestyle, but infographics)
    Copy: Do you have a well-written title that targets your audience? Benefit-rich bullets? ECB?
    Coupon Stack: do you have a stack of coupon users can have to save some $$? (5% if you order one, 10% if you order 2, 15% if you order 3….)
    Reviews: do you have reviews? If no social proof, account for a considerable drop in CR and CTR, resulting in higher ACoS
  • Make sure your product is Retail Ready

Retail readiness checklist

  •  Is there enough inventory on Amazon?
    Confirm you have sufficient product available for sale prior to the start of the campaign to avoid having to pause and restart the campaigns, which will hinder visits to your Product Detail Pages and sales of your product. You’ll also need to confirm that the product has been in stock for the last 30 days to ensure high relevance.
  •  Am I winning the Buy Box?
    Winning the Buy Box means that when a shopper clicks on the “Add to Cart” button on your Product Detail Page, the default is to purchase from you, they can still buy from others but this would require another click. Spending your Amazon ad budget driving consumers to a Product Detail Page where you have not won the Buy Box will significantly decrease your return on ad spend (ROAS).
  •  How many positive reviews does the product have on Amazon?
    Products featured should have at least 15 product reviews with an average of 3.5 stars or greater. For campaigns around shopping holidays, this should be a rating of at least 4.7 or higher to stand out.

Additionally

  •  Is the content clear and accurate?
    A+ content improves your SEO and brings down the barrier of sale. Check product titles, descriptions, videos, and custom images. Provide unique, descriptive, customer-friendly information on the product to encourage consumers to spend more time on the product’s Product Detail Page.
  •  Is it an Add-on Item?
    Add-on Items on Amazon are products that typically have a low price point (under $10) and can only be shipped with orders containing $25 worth of items that are also being shipped from Amazon. These can be a barrier to sale for consumers looking to purchase the single item that costs less than $25. Instead of supporting Add-on Items campaigns, focus on other products that have a higher price point to give you higher RoAS.
  •  Is the pack size of the featured product appropriate?
    There are two main considerations surrounding pack size: 
    1. Is the pack size conducive to a shopper’s needs? 
      Generally, packs should be no greater than six items per pack.
    2. Is it profitable? 
      Items below Amazon’s profitability threshold will be deemed ineligible for promotion. Promote only profitable items, or determine at what pack size the products are profitable.

Also published on Medium.

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