3 Tips to Improve your PPC conversion and ROI
A better conversion can not only help you save on advertising costs but also scale up your advertising revenue. So, if you’re dealing with a poor conversion that’s preventing you from going next level, here are 3 useful tips that can really help:
#1 Target the right audience
Your ad can have a great conversion if it’s reaching the right audience who is actually willing to buy your product. There are 3 ways you can ensure this:
🔹 Set up Manual Targeted Campaign – Manual Targeting gives you more control as you can choose which keywords/products to target.
🔹 Include negative keywords/products – If you’re running automatic targeted Ads or using broad/phrase match types within manual targeting, chances are that your ad is showing up for some irrelevant customer search terms and/or on unrelated product detail pages to incur wasteful spend. In this case, you can leverage Negative keywords and/or negative products targeting to refine your targeting without having to reduce bids. This also means you stay competitive and more focused. Besides, for category targeting, you can leverage refinements.
🔹 Utilize Search Term Report – The search term report shows all customer search terms or products for which your Ad got targeted and whether or not it got converted. The insights can help you identify the customer search terms / products that are profitable as well as the ones that are not or even irrelevant (which you can add as negative targeting).
#2 Use Dynamic Bids
Your ads can show up on various different placements on Amazon (top of the search results, product pages…). Usually, Ads have much higher conversion when displayed on top pages as top row items. However, that could also mean high spend/ACOS since this placement is most competitive. And, keeping high bids may not be useful unless we know it’s likely to convert. And, that’s where dynamic bidding is useful because it increases your bids in real-time when your ad is likely to convert (based on performance history) and decreases when it is not. And, you can define by how much percentage, and, can set this for top of search and product pages separately.
Essentially, you get 2 options:
🔹 Dynamic bids – up and down – Amazon will increase the bid (by the percentage that you define) when your ad is likely to convert and decrease when it’s not.
🔹 Dynamic bids – down only – Amazon will only decrease the bid (by the percentage that you define) when it is less likely to convert.
#3 Set up Defensive targeting
Amazon Ads are now everywhere. You can see various competitor ads on your product detail pages. So, by targeting your own product detail pages, you prevent your competitors ads from showing up that could take away your potential customer. To target your product detail page, you can leverage Sponsored Display, Sponsored Brands (product/category targeting) and Sponsored Products (product/category targeting) Ads.
#Bonus – Set up separate campaign(s) for each product variation
Have you noticed different conversion rates for different product variations (including colors, sizes, packs…) inside the same ad group? Each product is different and can be appealing to different audiences (men, women, kids, age groups…) and needs different strategies. Therefore, setting up separate campaigns for each product variation can help you run more strategic ads. For instance, you can increase bids, budget… only on the specific ones with high conversion without overspending on the others.