Putting in-site PPC ads plays a decisive role in the operation of a store. Before placing ads, sellers must confirm whether they have the conditions for placing ads.
Self-built products. For sellers who mainly operate by following sales, there will be multiple sellers selling a product, and everyone will compete with each other. Even if ads are placed, the conversion may flow to other sellers, so it is not meaningful to place ads for non-self-built products.
The product has a Buy Box (shopping cart). According to Amazon’s in-site advertising rules, only products with shopping carts can place in-site ads. In other words, if the product does not have a shopping cart, it cannot be advertised.
Product optimization is in place. Placing in-site PPC ads can bring more exposure to the product, but in order to turn exposure into real clicks by consumers and then into orders, it is very necessary to optimize the product. If a product is not optimized well, the product display effect is very poor. Even if a certain amount of exposure can be brought to the product through in-site advertising, its conversion rate may not be able to meet expectations, which may eventually lead to an uneconomical input-output ratio, or even a loss due to advertising. Therefore, before placing an advertisement, sellers must optimize the product, including product images, product titles, five elements characteristics, product descriptions, keywords and other details. Sellers can refer to the content of the product optimization chapter of this book.
The products for advertising are preferably shipped by FBA. On the Amazon platform, more than half of the orders are shipped by FBA. Within the platform, whether it is exposure display, traffic support, or consumer preference, they tend to give priority to products shipped by FBA. In this context, the conversion rate of self-delivered products will be relatively low when advertising.
The products for advertising are preferably those with a certain number of product reviews. The more product reviews and the higher the star rating, the better the advertising effect. The direct effect of placing PPC ads on the site is to increase the exposure and clicks of the products, but the ultimate goal of PPC ads is to increase sales and sales. From exposure to clicks to orders, conversion rate is an important indicator we should pay attention to. In order to improve the conversion rate, product optimization is a basic task. On the premise of doing a good job of product optimization, whether the product has a certain amount of high-star product reviews is an important factor affecting consumer purchases. Consumers’ convergence psychology when shopping determines that products with a certain number of high-star reviews often have a higher conversion rate than products without reviews. Therefore, before placing PPC ads on the site, sellers should try to find ways to increase a certain number of high-star product reviews for their products.