Paid Search Marketing Strategies and Tools for Amazon's PPC Campaigns

This report provides a detailed analysis of paid search marketing, specifically focusing on strategies employed by Amazon within its Pay-Per-Click (PPC) campaigns. It begins by defining paid search marketing and evaluating its key components, including keyword evaluation, ad copy, landing page optimization, bid selection, and results tracking. The report highlights the strengths of PPC, such as its targeted nature, cost-effectiveness, measurability, and immediacy. It then explores various tools that Amazon can utilize for effective PPC management, encompassing competitor research via Google and other platforms, keyword research, and analysis of competitors' ads and landing pages. The report delves into PPC campaigning, covering aspects like scheduling, display network, remarketing, and various settings, including search partners, ad rotation, and mobile app serving. Furthermore, it discusses attributes like brand, gender, and product type for improving PPC efficiency. The report also touches upon the relationship between PPC and SEO for Amazon, including ad copy and budget considerations. Finally, it outlines essential steps for ad words management and bidding strategies such as cost-per-click (CPC) bidding, both manual and automatic.

Task 3:
Paid search marketing refers to the advertising the company to the
sponsored listings of the search engines by paying them every time when
some clicks on the ad hyperlink. This is called pay per click (Armstrong,
Kotler, Harker and Brennan, 2015). For instance, if the user is searching for
chocolate and the first link that is showing on Google is of amazon that
means amazon is paying high for this key phrase.
Evaluation of paid search marketing:
 Keyword evaluation
 Ad copy:
 Landing page optimisation
 Bid selection and budget
 Tracking results
(Scott, 2015).
Strength of PPC:
It is targeted and relevant: It is the very much targeted tool to be use by the
companies. This is because the company is paying only for the customers
who are actively looking for the products and the services of the company.
Cost effective: As the company is paying only for the relevant customers
thus PPC is considered as very cost effective for the company (Cader and
Tenaiji, 2013). The company does not have to pay for advertising the
products and services to the irrelevant market.

PPC is measurable: it has been analysed that the conversion rate from PPC
is also very high as compared to any other tool of marketing and this can be
measured as well (Chang, Yu and Lu, 2015).
Immediate: It is immediate in nature and can be counted immediately. The
company can get the feedbacks and the results of their positioning in the
market as well as the popularity of the firm I the customers.
Tools for paid search marketing:
Following are some of the tools that can be used by the Amazon in order to
have better PPC.
Competitor research via Google:
 Research keywords: It is the most important activity that needs to be
conducted by amazon (Filva, Guerrero and Forment, 2014). It is
required by the company to ensure that the keyword that are used
by the company have commercial intent.
 Search for alternative keyword idea: It is required by Amazon to look
for some alternative keyword ideas so that the customers can easily
reach the company by the suggested keywords by Google (Banerjee
and Choudhary, 2017).
 Analysis of ads, landing pages and copy that are used by the
competitors such as eBay, Alibaba, Jabong etc.
Competitor research via other tools:

There are several tools that are available in the market to analyse the
practices of competitors and their position. Some of the tools that can be
used by Amazon are:
 iSpionage
 spyFu
 keywordSpy
 whatRunsWhere
PPC campaigning:
Scheduling: It is the step at which amazon needs to arrange the activities
and optimize the work in reaction to digital marketing of the company
(Andrykovich, Wisniewski and Swift, 2014).
Display Network: it is the phase where the ads are being made to generate
the demand. It is not for attracting the customers bit it for creating the
awareness of the company or the products amongst the customers.
Remarketing: it is the step that helps the company to publicise its website.
Amazon needs to collaborate with the partner sites in order to make
marketing ads on those sites so that the people surfing that site will reach
to the amazon site after that.
Settings: that is several PPC settings that can help the company to achieve
high success in the area
 Search partners: these are the other search engines that can help the
company advertiser its website.

 Ad rotation: it is the option that helps the company to rotate the ads
evenly. This setting helps the company to rotate the ads.
 Display mobile App serving: this service helps the company to
advertise the website on mobile as well (Williams, 2016).
 Standard or accelerated servings: this setting helps to evenly
distribute the budget so that the ads rotate all day.
Attributes: three attributes that can help the company to improve PPC
efficiency are:
 Brand: including the brand name is the attribute that is required by
the company to increase the efficiency PPC cough of the company.
 Gender: including gender also helps in increasing the efficiency of
getting relevant audiences (Ritala, Golnam and Wegmann, 2014).
 Product type: it is also one of the most important attribute to add.
Keyword selection:
Selection of keyword should be appropriate in order to have better ranking.
PPC and SEO of Amazon:

(Amazon Consultant - FBA Expert - Amazon Consulting Services., 2017).
Ad copy:
Adcopy can be defined as the term that refers to the text of the
advertisements that can be clicked. Adcopy is of two or three lines and thus
is a very important part of Pay Per Click.
Budgets:

(WordStream and Gabbert, 2017)
The above picture clearly describes how the budget of the PPC plan or
campaign can be decided.
Ad words management:
(Beanse.com, 2017)
The above steps should be used to manage the ad words in the campaign.
Bidding:

Cost per click bidding is the most basic bidding that can be used for
managing the campaign. This bidding suggest that the company has to play
only when the customer click on the ad. It can be manual or automatic.