Detailed explanation of Amazon CPC paid promotion requirements and strategies

Amazon product pay-per-click advertising (CPC) promotion is a paid service that allows sellers to specify keywords for specific products and bid for each click. When buyers search for these keywords, the seller’s products will have a chance to appear in the search results. This process not only improves product visibility, but also gives sellers greater control over their sales on the Amazon platform.

Basic requirements

In order to use Amazon CPC paid promotion service, sellers must meet the following conditions:

• Have a valid professional seller account;
• Ability to ship to the United States;
• Have a valid credit card;
• Provide product details in at least one or more available categories, and the product must be in new condition;
• Items must be Buy Box eligible.

It is worth noting that Amazon currently does not accept new promotion requests for the “Jewelry” and “Photography and Videography” categories, and prohibits adult products, second-hand products, or refurbished products from participating in promotions.

Advertising type

Amazon CPC paid promotion provides two types of advertising options:

• Automatic placement: There is no need for sellers to manually set keywords. Amazon will display its ads in all relevant search results based on product information.
• Manual placement: Sellers set their own target keywords, and ads will be displayed only when buyers’ searches match these keywords.

It is recommended that beginners try the automatic advertising mode first, and then switch to the manual mode after accumulating a certain amount of data to optimize advertising effects.

Principles and rankings of CPC paid promotion

The core of CPC paid promotion is to increase product exposure, click-through rate and conversion rate by setting keywords. When a user searches for a specific keyword, Amazon’s A9 algorithm determines which products should be displayed to the user. In this process, store weight and keyword bids have become important factors affecting ad ranking:

• Store weight: refers to the comprehensive performance of multiple data indicators in the store, such as conversion rate, praise rate, etc. The higher the weight, the higher the advertising ranking.
• Keyword bid: Under equal weight conditions, a higher bid means a better ad position.

Despite this, store weight is still more important than keyword bidding.

Clear delivery goals

Before launching a CPC paid advertising campaign, it is crucial to be clear about your goals. This helps you choose the most appropriate keywords:

• Increase sales: You should choose long-tail keywords that can accurately attract traffic, and avoid using generic words with a wide range and fierce competition.
• Promote your brand: At this point, you should consider using more visible product words or core words, but make sure these words are related to your product.

In short, Amazon CPC paid promotion is a complex but powerful tool. Correct understanding and application of it can greatly promote the development of your business.