1. Oversight Product Selection:

Ensure that your product detail page (PDP) is adequately prepared for incoming traffic before directing potential customers to it. A product detail page should be considered “Retail Ready” according to Amazon standards. It means whenever the customers land on your product detail page, there shouldn’t be any problem because of missing essential information or out-of-stock labels. Your efforts and investment in ppc advertising campaigns may prove futile if, by any means, your ASIN (Amazon Standard Identification Number) lacks retail readiness. The products gain retail readiness when each product detail page contains all the crucial information for the customers to make the purchases confidently.

2. Campaigns with Irrelevant Target Keywords:

Avoid creating campaigns that target unrelated and irrelevant keywords. While it may generate more traffic, this doesn’t guarantee positive outcomes. The key is ensuring your ads align with the value proposition and benefits statement, providing a worthwhile experience for users who click through. Crafting ad copy with relevant language and a human touch increases the likelihood of attracting clicks and potential sales.

3. Not Leveraging Long-Tail Keywords:

Ranking for specific keywords is easier than targeting broad terms. This holds for PPC campaigns in competitive categories. Securing a first-page ad for high-volume generic terms can be challenging. Long-tail keywords, however, allow your ad to reach a more focused audience, increasing the likelihood of conversions. Someone searching for “men’s shoes” may have diverse needs, but a shopper looking for “men’s black hiking shoes” has a specific type and color in mind, making them a more serious and targeted potential customer.

4. Failing to Define your Target Audience:

There is a more essential aspect, defining your target audience, rather than just creating a keyword list and daily bid. You won’t be able to find out the necessary keywords, what ad copy to create, and the optimal time to run ads without sufficient knowledge of your audience. For instance, if the targeted audience is stay-at-home mothers, the effective time to run the ads will be throughout the day. However, running the ads during the night might be favorable if you are targeting working parents.

5. Neglecting Daily Optimization of your Campaigns:

Whether managing campaigns for 10 products or ten thousand products, daily optimization is essential. Regularly monitor and adjust, even if it involves tweaking a few bids, to prevent surprises. When optimizing, assess key metrics:

● Budget: Ensure no campaign exceeds its budget. If on a limited budget, prioritize high-performing campaigns. If underutilized, consider increasing the budget for enhanced visibility.
● Keywords: Eliminate underperforming keywords, incorporate negative keywords, and add profitable search terms.
● Bids: Lower bids for low-performing keywords and raise bids for high-performing ones.

6. Ignoring Data from Automated Campaigns:

While having full control over PPC campaigns is key for cost-effective decisions, automated campaigns are crucial for market testing. Initiate an automated campaign for a week, obtain search terms from the report, and enhance manual campaigns’ visibility. However, leveraging automated campaign terms doesn’t replace the need for dedicated PPC keyword research.