Full analysis of Amazon CPC paid promotion: from creation to optimization

1. Overview of CPC paid promotion

CPC (Cost Per Click) paid promotion is an important promotion method on the Amazon platform. By placing advertisements to target buyers, products can gain more exposure, thereby increasing store sales. There are two main types of CPC paid promotion: product advertising and brand advertising.

Product Advertisement

Product advertising refers to advertising that promotes a single product, and its promotion form is the advertising display of a single product. When a buyer searches for a certain keyword, the product advertisement will be displayed on the search product list page together with other products. Product advertisements will also be displayed on the listing page of the product.

Brand advertising

Brand advertising refers to advertising that promotes the entire store, and its promotion form is the brand trademark plus products. Brand ads are mainly displayed at the top of the first screen of the search product list page. It should be noted that if sellers want to promote brand advertising, they must have already conducted Brand Registry on Amazon.

2. Requirements for CPC paid promotion

Before conducting CPC paid promotion, sellers need to meet Amazon’s basic requirements.

Account Requirements

The seller’s account must be an active Professional Selling Account and be able to ship to any address within the country of sale.

Product requirements

Amazon requires sellers to have BUYBOX for their products before they can carry out corresponding CPC paid promotion.

3. Creation of product advertisements

After sellers are ready for CPC paid promotion, they can start creating product advertisements.

Create a product advertising campaign

After the seller selects product promotion, he can enter the creation interface of product advertising campaign content. Sellers can fill in the campaign name, ad mix, ad time, daily budget, positioning, etc.

Campaign name

Sellers can set the name of the advertising campaign according to their own needs.

Advertising Mix

Advertising combination means that buyers can combine this product advertisement with other product advertisements. However, in daily promotion work, in order to facilitate management, sellers generally do not carry out advertising combinations.

Advertising time

Advertising time refers to the time when the product is advertised.

Daily budget

The daily budget refers to the estimated daily amount spent on the product advertisement created by the seller.

Positioning

Positioning means that sellers can choose between automatic delivery and manual delivery. Automatic placement means that the Amazon platform will intelligently place the products selected by the seller and match the keywords on its own; while manual placement requires the seller to set up and place the items themselves.

Create a product ad group

Ad group means that the products in this ad group will share the keywords added by the seller. When creating an ad group, sellers need to set the ad group name and add products within the group.

Set ad group name

When creating an ad group, sellers must first fill in the name of the ad group.

Add products in the group

Sellers also need to add promoted products within the ad group.

Set keyword bidding

The next thing the seller needs to do is to set up keyword bidding. When setting up bids, sellers can also choose corresponding bidding strategies, including dynamic bidding (lower only), dynamic bidding (increase and lower), and fixed bidding.

Dynamic bidding-lower only

Dynamic bidding-lower only means that after the seller sets a default bid, if the delivery effect is not very good and does not bring a lot of sales, Amazon will automatically help the seller lower the bid based on the default bid.

Dynamic bidding – increase and decrease

Dynamic bidding – raising and lowering means that Amazon will not only help sellers lower their bids when there are no sales, but will also help sellers raise their bids when the seller’s product advertising conversion rate is high.

Fixed bid

Fixed bidding means that regardless of the conversion rate of product ads, Amazon’s backend will promote the seller’s ads at this price.

Add product keywords

Finally, the seller needs to add some product keywords. It is worth mentioning that sellers can not only add promotion keywords, but also add some negative keywords.

4. Creation of brand advertising

If you want to carry out brand advertising promotion, the seller is required to have registered the brand on the Amazon platform.

Create a brand advertising campaign

After the seller selects brand promotion, he can enter the interface for filling in the content of the brand advertising campaign. In the interface for filling in the content of brand advertising campaigns, sellers also need to fill in the campaign name, advertising mix, advertising time and daily budget. The difference is that sellers need to choose a landing page that attracts advertising traffic.

Amazon Store

Amazon store means that sellers can have their own brand store after completing brand registration.

New product list page

The new product list page means that after the seller chooses this method, he can create a product list on this page.

Add brand creative

After creating the content of the brand advertising campaign, sellers need to add content related to the brand creative. The main creative information that sellers need to add in the brand creative interface includes brand name and logo, title and products.

Set keywords and bids

When setting keywords and bids, sellers must first fill in a default keyword bid, and then select the keywords to promote. When setting keywords, sellers can choose promotion keywords recommended by Amazon, enter keywords themselves, or upload keywords in batches through files.

Add negative keywords

When creating brand ads, sellers can also choose to add some negative keywords.

5. Analysis of CPC paid promotion

During the process of CPC paid promotion, sellers also need to monitor daily promotion data in order to analyze the ads placed and ensure that the ads can continue to bring revenue to the store.

Overall analysis

After the seller enters the advertising campaign management interface of Amazon’s backend, he can see all the promotion data of the store’s overall advertising campaign.

Single ad analysis

In addition to viewing the overall promotion effect for analysis, sellers can also view the promotion effect of individual ads for optimization.

6. Cost of CPC paid promotion

The cost of CPC paid promotion is mainly calculated through the CPC advertising deduction formula.

CPC advertising deduction formula

CPC advertising deduction = next place’s bid X next place’s weight / own store’s weight + 0.01.

7. Determine promotion products

In addition to determining your own delivery goals, sellers also need to determine the products they use to achieve this goal.

Price advantage

The price of the product selected by the seller must have certain advantages compared with other competing products.

Page Optimization

Sellers must select optimized products, including titles, five-point descriptions, pictures, product details, etc.

Adequate inventory

The products selected by the seller must ensure sufficient inventory.

Quality Assurance

Sellers also need to ensure the quality of their products.