Amazon Sponsored Ads (PPC) – Indexing, Bidding and Ad Positions with Sean Smith - SS010 - a podcast by Danny McMillan

This session we talk with Sean Smith going into detail on Amazon ads ppc indexation – the warp core of your Amazon listing success. Being top of search is a lot more effective, we cover the 17% difference in ACOS depending on where you place your ads. The choice of strategies in going for top of search or others not only impacts your ACOS but also how successful your conversion rate will be for your product not to mention your clickthrough rate. Sean’s analysis of over 128m impressions gives empirical data-driven facts that help you grow your amazon sales the right way.

Mobile is a key market for Amazon sellers with figures quoted of 47% of traffic coming from mobile. This becomes very important for many aspects of product sales and especially listing optimisation. When crafting your ultimate listing, shaping the keywords into your title, building your bullet point descriptions and ensuring the images all look great, be sure to take a look at how the Amazon algorithm is rendering your masterpiece on the smaller phone screen. We sometimes enjoy the big screen desktop experience while crafting, but forget that it looks very different on different devices.

Amazon Ads Placement

• Ad placement for 128m impressions tested
• Performance by placement tested
• How ads perform in certain spots is different

Categories

• To be Top of search with your Amazon Ads
• Other (Right Rail, Middle of search,) covers a lot of different places on the page
• Top is 20% ACOS – 23% conversion rate – clickthrough 2.8%
• Other is 37% ACOS – 9% conversion rate – clickthrough 0.26%
• More effective to be at the top of search with your Amazon ads
• There is more traffic from ‘other’ placements due to the amount of placements......

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Further episodes of Seller Sessions Amazon FBA and Private Label

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