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Deliverables and Management Options
Our Amazon pay-per-click (PPC) services cover every detail you need to thrive as an Amazon seller.
From a detailed audit to irresistible display ads, your dedicated team will handcraft a personalized strategy for success.
Package 1 Basic Advertising
For this first tier, your team will deliver two new Amazon advertising campaigns each month, along with:
- Campaign audit
- Competitor and market analysis
- Product page and campaign optimization
- Keyword research
- Ongoing campaign buildouts
- Monthly reporting and recommendations
- Monthly promotion launches
Package 2 (Non-Brand Owners) Advertising + Organic Product Listing Assistance
For non-brand owners, this second tier offers all the basic advertising perks, plus some help for your organic rankings to boot.
Paid Advertising Deliverables
- Campaign audit
- Competitor and market analysis
- Keyword research
- Product feed and store optimization
- Weekly promotion launches
- Campaign buildouts
- Monthly reporting and recommendations
Bonus: Organic Deliverables
- Top 20 product optimization (not including variations)
- Weekly product feed and store optimizations
- Monthly reporting and recommendations
Package 3 (Brand Owners) Advertising + Organic Product Listing Assistance
For brand owners who have trademarked and registered their brand with Amazon — this tier will help boost your product rank, brand awareness, and revenue.
Paid Advertising Deliverables
- Campaign audit
- Keyword research
- Competitor and market analysis
- Campaign setup and restructure
- Product page and campaign optimization
- Weekly promotions
- Monthly reporting and recommendations
Bonus: Organic Deliverables
- Inventory sync, listings, and item upkeep
- Listing optimization (improving titles, descriptions, bullets)
- Setup research backend SEO keywords
- Amazon store site setup and maintenance
- Brand expansion updates
- A+ content setup and maintenance
- SEO and keyword optimization
- Account health monitoring and consulting
- Monthly reporting and recommendations
How much do Amazon PPC services cost?
Every online store is different with unique needs — our Amazon PPC management pricing reflects that flexibility. That said, here’s a look at our general pricing guidelines:
Our pricing starts here
Full-service Amazon PPC management
Larger brands who need more resources
Amazon PPC Management | Short Term Options
Here for a good time, not a long time? A short-term contract might be for you. These bite-sized contract options pack a punch in just one to two month’s time.
Here’s what you’ll get:
One Month Contract
Is one month all you need to get on track? In just 30 days, our team will deliver:
- Two new ad campaigns
- Custom ad build-outs
- Campaign optimization
- Keyword research
- A thorough report and recommendations
- Promotion launch
Two Month Build & Support
This short-term option offers all of the above deliverables, along with additional campaign setup for up to 50 products, two extra meetings with your dedicated team of Amazon experts, and more reporting and recommendations before you fly solo.
Paid Advertising Deliverables
- Everything included in one month, plus:
- Additional campaign setup
- Optimization
- Two additional meetings
- Additional reporting (30-day & 60-day)
Bonus: Organic Deliverables
- Everything included in one month, plus:
- Additional product listings and optimizations
Who We Help
When it comes to Amazon PPC management, you have a lot of options. But as a top 3% agency, HawkSEM is a step above the rest.
As our client, you’ll have a dedicated team of specialists — each with a minimum of three years of experience in the industry.
That means your Amazon PPC strategy, campaign structure and buildout, and optimization implementations will be expertly customized to your store’s needs.
Sure, we could tell you more about our commitment to transparency, our proprietary marketing software, and our years of experience (and we will in a moment); but we’ll let our case studies do the talking for now.
Results From Our Clients
We’re known for making sales soar. But don’t take our word for it - check out these results:
686 increased their year-over-year search engine marketing (SEM) revenue by a whopping 562% while cutting cost per conversion (CPC) by 67%
Eczema Honey saw monthly CPC decrease by 40% while conversion rates increased by 260%
Campaign Living increased online revenue 7.5x year over year while reducing overall digital costs by 68%
Meet the Minds Behind the Madness
We make things happen, but
don't take our word for it.
Rave reviews from our lovely clients...
The ConversionIQ System: Our smart way of marketing to drive more revenue.
ConversionIQ is our proprietary methodology built to drive actionable insights, full-funnel attribution and high-quality conversions that continuously improve your bottom line.
A Word on ConversionIQ™
More data, better optimizations, incredible results.
HawkSEM’s proprietary tool, ConverionIQ, syncs all of your existing marketing data — from social media to email marketing to your Amazon PPC campaigns — into one centralized hub.
This platform powers up your scaling, multi-touch attribution, budget pacing, and forecasting, and helps prevent low AOVs (aka unprofitable conversions). With more visibility, our team is able to make wildly effective optimizations and you are able to keep track of what’s going on behind the scenes.
See It In Action
Helpful Resources
FAQs
What are national SEO services?
Amazon PPC ads are digital ads that surface across the Amazon platform. They appear at the top of search results, are mixed into the search results as you scroll, and even appear within product detail pages under “products related to this item.”
Amazon PPC Campaigns vs. Google Ads: What’s the Difference?
Amazon PPC is for ecommerce brands selling on the Amazon marketplace, while Google Ads can be used to sell services and products across the Google network.
While Google owns around 90% of the search engine market share worldwide, Amazon is the largest ecommerce platform on the planet. Amazon ads are more targeted, have higher conversion rates, and can even positively influence your organic rankings.
Google Ads, on the other hand, is a great place to boost brand awareness and authority because of its massive reach.
Using the two platforms together? That packs a powerful punch.
What Are the Different Amazon PPC Ad Types?
1. Sponsored Product Ads
Sponsored product ads allow you to promote an individual product on the Amazon platform. These campaigns are relatively easy to create since they can be generated from your existing product listing information and automated targeting tools. Simply choose the keywords and/or products you want to show up for, and Amazon can do the matchmaking for relevant keywords.
Just like paid search ads on Google, you only pay when someone clicks on your ad. Amazon allows you to set your own budget and choose how much you want to bid. You can set your campaign timeline or opt for the always-on setting.
2. Brand Ads
Sponsored brand ads, AKA headline ads, have the benefit of allowing ecommerce brands to include multiple visuals in a single ad. These ads feature your company logo, images of the product itself, and a headline of your choosing.
Once someone clicks the ad, they’re taken to either the ad group’s product page or to your Amazon storefront. Brand ads are a more holistic type of Amazon ad, meaning they don’t just focus on a single product and image. You can leverage videos and lifestyle imagery to let your brand’s aesthetic shine. As far as cost, these ads follow the same cost-per-click (CPC) model as product ads.
3. Display Ads
If there are target audiences who appear interested in particular product categories or who have viewed your products before (but not completed a purchase), ecommerce retailers can use Amazon’s sponsored display ads to engage these shoppers.
Display ads can also be used to target products or categories similar to what you offer. Often, these ads target more top-of-funnel shoppers, which means they can help drive awareness and consideration of your products.
What is Amazon Advertising Cost of Sales (ACOS)?
ACOS is a metric to help measure the success of your PPC campaign management on Amazon. You can calculate it by dividing ad spend by revenue, then multiply by 100.
Similarly, return on ad spend (ROAS) is calculated by dividing ad revenue by ad spend. According to Amazon, if you’re spending more on ad campaigns than you’re earning back, it’s time to work on reducing your Amazon ACOS or increasing your sales. Your target ACOS, however, will depend on factors like your goals and profit margins.
How Do I Start Amazon PPC Management?
Properly managing your Amazon PPC is all about starting off on the right foot. That means proper account setup in Seller Central, choosing the right plan, and adding your products.
When it comes to choosing a selling plan, you likely want to start with a Professional plan, which costs about $40 per month (as opposed to the Individual plan, which charges $.99 for each item sold). You can opt for the latter, but the Professional plan is set up to help you scale and gain visibility.
Next, make sure you’ve chosen the right selling strategy. Amazon approaches brand owners and resellers differently, so make sure you’ve opted for the right strategy to ensure you get access to all the features and benefits at your disposal. (For example, brand-registered owners can enroll in Amazon Brand Registry, which offers access to enhanced product descriptions and other factors that can increase engagement.)
From there, it’s time to get those paid search campaigns locked and loaded. As the marketplace itself explains, the first 90 days are critical for your Amazon business success.
To help, they offer a five-point playbook dubbed Perfect Launch:
- Enroll in Brand Registry
- Enhance your product detail pages with top-notch content
- Join and get set up with Fulfillment by Amazon
- Automate pricing
- Create Sponsored Products ad campaigns, Coupons, and/or Deals
On average, sellers achieving Perfect Launch generate more than 6x more first-year revenue than other sellers, according to Amazon.
After you’ve gotten fully set up on the platform and added in your products, you can start exploring the PPC ad options at your disposal. (For what it’s worth, brand ads, videos, and display ads can only be unlocked if a seller is a brand-registered owner.)
Next, follow the best practices below to keep your PPC campaigns fresh, competitive, and profitable.
How to Choose an Amazon PPC Agency
No matter how many glowing online reviews an agency has, it can still feel scary to hand over the keys to your marketing program – and budget. That’s why it’s crucial to partner with an Amazon PPC agency you can trust.
On top of that, searching for agencies to consider can be an overwhelming task at the outset. But there are ways to prepare for this process while getting clear on what exactly you want to get out of it.
When seeking out a PPC agency, it helps to:
- Clearly define your goals for this partnership
- Determine your budget
- Fully understand what marketing services each agency offers
- Know what pricing structures you prefer
- Have an idea of your ideal communication style and frequency
Research prospective agencies online to learn about their experience and what past clients have to say. From there, you set consultations to narrow down which agencies might be a good fit. This is also a stage that will be most beneficial if you’ve prepared in advance. Having some questions at the ready will keep the conversation on track and actionable.
Consider asking questions like:
- How much Amazon PPC experience does your team have?
- How do you measure success?
- Which key metrics do you use to make PPC strategy decisions?
- What are some high-level ways you help brands stand out in the Amazon marketplace?
- What are some of the biggest challenges for Amazon sellers, and how does your team work to overcome them?
- Can you share any Amazon-related case studies or past client testimonials with me?
- How does your team generally communicate progress and report results?
- What does the partnership process look like? How hands-on is your team?
This list isn’t exhaustive, and you can modify it depending on your needs, of course.
Managing Amazon PPC Ads: Best Practices
Having an Amazon advertising agency partner to walk you through creating the best possible Amazon ads can be a game-changer. But whether you opt for an agency or go it alone, here are five best practices that’ll help ensure your efforts are on the right track.
1. Make sure to optimize product pages
What good is a stellar ad if it goes to a lackluster product page? Keep listing optimization in mind to ensure your product pages are fully built out before launching your campaigns. Elements like product title, images, key features, and product description should all be complete and follow the proper parameters and guidelines. For example, image sizes should be 1,600 pixels or larger in height or width, and product titles shouldn’t exceed 200 characters.
2. Understand the Buy Box Algorithm
Competition on Amazon is fierce. Enter: the Buy Box.
This box sits on the right side of the product page where shoppers can click “Buy now” or “Add to cart.” This provides a seamless buying experience since those without the box get a “See Other Options” button instead – but there’s no guarantee your product page will get this box, even if your competition is nonexistent.
Only those with top-notch seller metrics get this option. Up your chances by having a professional seller account, using Fulfillment by Amazon, offering quick shipping, and garnering positive reviews.
3. Research your keywords
Once you’ve spent time working on any kind of PPC campaign, you understand just how crucial the right keywords can be to your ad’s success. Managing Amazon PPC is no different. The platform offers tools for marketers that include starter keyword recommendations to test out, but you can also start by typing in relevant terms into the search bar and seeing if products similar to yours pop up.
And don’t forget negative keywords (Amazon lets sellers negate certain keywords so you don’t end up paying for irrelevant clicks) or long-tail keywords (these will target a more high-intent shopper).
4. Don’t forget the backend search-term field
The ‘zon uses its own algorithm to match searchers with listings. That means, if you want those people to find your products, you’ve got to include keywords in your product listing’s backend field.
Best practices for the search-term field include entering multiple unique keywords (aka no repeated words), using up as many characters as you can, including synonyms and alternate product names, and excluding your brand name (since it’s redundant and uses up space).
5. Include reviews
More than 75% of consumers read reviews before making a purchase decision. Even if you only have a few reviews, you can use them to your advantage.
One way is by adding your best review to your product’s description – consider it as a way of “showing” rather than “telling” when it comes to your product’s value.
Benefits: Why Work with an Amazon PPC Management Agency?
Amazon Prime, bid optimization, ad performance, brands vs. product ads – there’s a lot that goes into creating, managing, and optimizing an Amazon PPC advertising strategy. And with all the other elements that go into ecommerce marketing, it can feel overwhelming to even try to keep up.
That’s where a digital marketing agency comes in handy – particularly, one with Amazon chops. These ad agencies know the ins and outs of this nuanced advertising platform: from the ad types that might be most successful for you to the best keyword bidding strategies for your budget and all the available features worth exploring.
Rather than wasting time on trial and error, these PPC experts can help you hit the ground running so you can start seeing a healthy ROAS in no time.
The Bottom Line
Amazon PPC is one of the most effective tools ecommerce companies have at their disposal when it comes to selling on the platform. By leveraging these tools and ad types, you can create an optimized marketing strategy and see sizable increases in your Amazon sales.
Looking for a partner to help you get there? You’re in just the right place. Our clients see an average of 4.5x return on investment (ROI), and our dedicated Amazon marketing agency account managers have years of experience and are ready and waiting to take your sales to the next level.
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At the end of the day, we know the most effective marketing centers on people and connections, not just search engine results.
No BS, just results. Clients see an average 4.5X ROI
- Dramatically improve ROI
- Outperform the competition
- Increase conversion volume
- Better track ROI
- Reduce cost per acquisition
- Improve lead quality
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