Strategic marketing approach targeted to your brands’ specific needs magnifies the impact of your marketing campaign. Cost-per-Click ads campaign when expertly executed draws consumers attention to your product and your brand, where an optimised listing page with compelling product images persuades shoppers to buy your product.
What is Cost-Per-Click (CPC)
Cost-per-Click is the maximum cost per click a seller is willing to pay when a consumer clicks on her ad.
For Sponsored products on Amazon, the minimum CPC bid is $0.02. However, to be competitive Amazon recommends a bid of $0.05. The seller only pays $0.01 more than the highest bid, Amazon does not charge you more than your maximum bid, and in fact, your cost per click may be lower than your actual bid.
Although Amazon advises, it is more prudent to use actual clicks and conversion data to make bid decisions, as Amazon bid project and advise are not always accurate.
How Does Cost-Per-Click work
- Customer searches for your targeted keyword
- Amazon displays top ads relevant to the keyword, using a variety of criteria including product relevance and Cost-per-Click bid.
- Consumer clicks your ad, enters your listing and buys your product.
That is the high-level summary of CPC, however, what determines the overall outcome is how strategic the campaign is.
Strategic Marketing Campaign.
- Define your campaign goalsThere are two main goals to be considered depending on the stage the brand is in – this will be discussed further.
- Increase brand awareness.
- Increase Conversion.
Your brands’ overall objectives will determine the type of ad campaign employed.
Types of Ads
- Product display ads
- Good for impressions but reduced conversion rate.
- It increases brand awareness with the targeted audience
- It has a long-term brand awareness effect
- Headline Search Ads
- Usually shown at the top of the searched page.
- Usually, the first thing shoppers see after entering the search terms.
- It only has one placement per page.
- Increase brand awareness and recognition, but it is very competitive.
- Sponsored Products Ads
- Offers nine (9) placement opportunities per page – very high chance product will be seen.
- Intensify brand awareness and
- Increase conversion rate
Strategically Tailored Marketing Campaign
A marketing campaign tailored to the brands’ specific need and position in the marketplace produces a higher return on cost. We find that using brands current situation in the market highlights their marketing needs and determine the ads type to use.
- New, Relatively Unknown Brand.
Focus: Brand awareness, to put the brand in front of as many people as possible.Keyword Plan- A more general keyword and non-branded keywords are used in this campaign to put the brand to reach as many consumers as possible.
- The conversion will not be high initially, but the brand recognition will increase, and market share will be gained long term.
- Established Brand, with Good brand recognition.
Focus: Brand Relevance, winning ground in the category, and increased conversion rate.Keyword Plan- Very Specific keyword targeted.
- Brand and Non-brand keywords bid.
A specific keyword is usually a less expensive and less competitive compared to bidding for general keywords.
The strategic marketing campaign is an effective way to drive relevant traffic to your listing and to gain both brand awareness and to increase conversion rates, thereby improving your sales. At Ivywort we work with brands to determine marketing goals, and we strategically tailor the campaign to meet your goals.