CPC is the abbreviation of Cost Per Click, which is a promotion method that charges by clicks. CPC paid promotion is an important way for sellers to obtain buyer traffic on the Amazon platform. Sellers can use CPC paid promotion to place advertisements to target buyers so that the products can get more exposure and increase the sales of the store. In order to enable sellers to better understand and use CPC paid promotion on the Amazon platform.
The premise for sellers to carry out CPC paid promotion is that they must have a clear understanding of this paid promotion method. Therefore, before carrying out promotion work, sellers need to first understand the relevant mechanism of CPC paid promotion to ensure the normal development of related promotion work.
1. Requirements for CPC paid promotion
Before carrying out CPC paid promotion, sellers must first understand some basic requirements of Amazon for sellers. Amazon’s requirements for sellers mainly include account requirements and product requirements.
(1) Account requirements
If sellers want to carry out CPC paid promotion advertising, their account must be an activated professional sales account, and the seller can ship the products to any address within the country of the product being sold.
(2) Product requirements
Amazon requires that sellers’ products must have a BUYBOX before they can conduct CPC paid promotion.
2. Types of CPC paid promotion
CPC paid promotion advertising types mainly include brand advertising and product advertising.
(1) Brand advertising
Brand advertising refers to advertising that promotes the entire store. Its promotional form is the brand trademark plus the product. Brand advertising is mainly displayed at the top of the first screen of the search product list page.
Here, taking the Baby Baby toy brand as an example, the brand logo and introduction are displayed on the left side of the advertisement, and the product is displayed on the right side. Buyers can click on the product to view the product listing. The SPONSORED BY BABY BABY on the page indicates that the brand advertisement comes from the BABY BABY brand. On the Amazon platform, sellers’ promotional advertisements will have the SPONSORED logo.
It should be noted that if sellers want to promote brand advertising, they must have completed the Brand Registry on Amazon. Only in this way can sellers place brand advertisements.
(2) Product Advertising
Product advertising refers to advertising that promotes a single product, and its promotional form is to display advertising for a single product. When a buyer searches for a keyword, the product advertisement will be displayed on the search product list page like other products.
For example, the product with the Sponsored logo on the left side of the page is an advertisement placed by a seller. As can be seen from the figure, the product advertisement is displayed together with other normal products.
In addition, product advertisements will also be displayed on the product’s Listing page.
The Listing page is a product under the keyword Baby Bath Toys. When the buyer enters the Listing page of the product, he can see advertisements for other products similar to this product above or below the product details.