CPC paid promotion is a promotion method that is free to display and pays for clicks. It displays products to potential buyers based on the keywords set for the products. It is a precision marketing tool tailored by Amazon for sellers.
Therefore, the principle of CPC paid promotion is that sellers pre-set some promotional keywords on the promotion section of Amazon’s background. When buyers search for the keyword, the seller’s products have the opportunity to appear in front of buyers, thereby increasing the exposure, click-through rate and conversion rate of the products.
In simple terms. After buyers search for a keyword on the Amazon platform, the products associated with the keyword will be ranked and displayed to buyers through the A9 algorithm. Then buyers can choose the products they want to buy according to their preferences, and then generate clicks, browsing and purchases. In response to this situation, sellers can set some keywords that are highly associated with the products and frequently searched by buyers, so that the products can attract buyers to click on and browse the products as much as possible through advertising to increase the sales of the products.
When buyers search for product keywords, Amazon will present the products to buyers in two ways. The first is the judgment of the A9 algorithm, that is, sellers use SEO promotion on the Amazon platform to make buyers buy products. The second method is that sellers set promotional keywords to match buyers’ search terms, and then display sellers’ ads in the results of buyers’ product searches, attracting buyers to click on products and make purchases by placing ads.
Many sellers on the Amazon platform are conducting CPC paid promotions, so Amazon will display relevant CPC ads to buyers based on certain logical rules. The ranking logic of CPC paid promotion is a very important logical rule. By understanding this ranking logic, sellers can better set the relevant content of the promotion, thereby ensuring that the display ads have a good ranking. The ranking logic of CPC paid promotion mainly relies on store weight and keyword bids.
(1) Store weight
Store weight is a combination of various data indicators in the store, such as conversion rate, praise rate, click-through rate and other data indicators. The higher the store weight, the higher the ranking of the seller’s CPC paid advertising. How sellers can improve the various data indicators of the store.
The previous chapter has been explained in detail, so I will not repeat it here.
(2) Keyword bid
Another factor that affects the ranking of sellers’ paid advertising is keyword bids. When conducting CPC paid promotion, sellers need to bid on the selected promotional keywords. Under the condition of the same store weight, the higher the seller’s keyword bid, the higher the CPC paid advertising ranking.
It is worth mentioning that among the two main factors that affect the ranking of CPC paid promotion, store weight and keyword bid. Compared with keyword bid, store weight is more important. Because for the Amazon platform, providing sellers with CPC paid promotion is also to bring more conversions and sales to the platform. Therefore, Amazon cannot ignore the quality of the seller’s products in order to earn the seller’s promotion fee. In general, the higher the seller’s store weight, the higher the CPC advertising ranking will be.