Today, Malik McCray from SimpliWorks talks about scalable Amazon advertising solutions with no ad experience and how his company is launching winning Amazon advertising campaigns in one click, improving gross sales in as little as 14 days without ever touching an ad account, eliminating keyword research, campaign set up and daily ad management with the first one-click Amazon PPC automation software.
Today’s episode of Deal Closers is hosted by Izach Porter, brought to you by WebsiteClosers.com, and is produced by Earfluence.
Business owners might have the question: “What is Amazon PPC?” Others might be searching for “Amazon PPC meaning” as they look for ways to promote products.
Amazon itself is an entire ecosystem of various products and services. Just like search engines, it offers a way for sellers to show their products on the ecommerce platform directly to buyers through the pay-per-click (PPC) advertising model. You don’t have to pay when your ads are being shown. Instead, they only pay when a user clicks on your ads.
There are different types of ads you can run on the platform. Companies who want to raise brand awareness might look into Amazon’s sponsored brands ad.
Service providers like McCray’s SimpliWorks bridge sellers who have no clear idea of how to showcase their offerings to buyers looking for their products. These sellers may have questions such as “What is an Amazon PPC campaign?” or wonder about how to do PPC on Amazon.
According to McCray, they are least interested in PPC because maneuvering through the complexities of the Amazon ecosystem is a huge undertaking and is even more so to promote the items they’re selling.
McCray began his Amazon journey quite early in life. He was a student at NC State when he started buying wholesale products and reselling them on Amazon.
At the time, many brands he worked with had little interest in selling on Amazon or directly to consumers, mainly due to the effort and intricate strategies needed to become successful on Amazon.
During the pandemic, McCray noticed this issue becoming more widespread, as many brands wanted to transition to direct-to-consumer sales through Amazon but lacked the expertise or resources to do so. This realization led to the founding of SimpliWorks, with the goal of making e-commerce more accessible to these brands.
An Amazon seller no longer has to worry about keyword research, strategizing PPC campaigns, and choosing the best ad type now that there are automation tools. They can employ the services of firms like SimpliWorks to do this kind of work for them. In other words, PPC has become more accessible to sellers who don’t have experience running ads on Amazon. They can effectively scale their business without the need for market research and other complicated tasks that come with structuring an ad campaign.
SimpliWorks takes the complexity out of advertising by simplifying a typically challenging process for its clients. Their method involves conducting in-depth market analysis and identifying opportunities for specific products to thrive. While they handle the complex functions behind the scenes, clients are given an easy, user-friendly experience.
There’s no need to learn about costs per click. All they need to do is input their budget, and the system does the magic and manages the rest. What SimpliWorks has developed allows businesses to effectively compete in the market without having to deal with the technicalities of advertising strategies.
According to McCray, Amazon is transitioning into a platform dominated by advertisements. So, it’s all the more important for business owners to actively promote their products. Although Amazon operates as a free-to-access platform, it is leaning toward paid strategies.
As the marketplace continues to evolve, it is becoming more reliant on advertising, necessitating that brands invest in ads to maintain their competitiveness. The challenge, however, is that the market is shifting rapidly. Managing campaigns independently—adjusting bids, discovering new search terms, updating product listings, and keeping competitors at bay—can be quite burdensome for entrepreneurs and even seasoned marketers. This is where automation tools come into play, as they not only free up valuable time but also enhance the agility of decision-making, allowing businesses to respond faster to industry shifts.
Is Amazon PPC worth it? Business owners can view this method as an investment.
In this episode, McCray explains that PPC and the SimpliWorks automation tool are perfect for owners eager to strengthen their branding. A great example is those who aim to grow their companies to attain a higher valuation when they’re ready to exit.
What Amazon offers these business owners is not just an alternative, but a high-growth platform. With over 80% of search traffic for e-commerce and product sales originating on Amazon, absence on the platform means missing out on countless potential customers actively searching for products. In other words, instead of buying from your business, they’ll turn to competitors who are already on Amazon.
Using automation tools like SimpliWorks gives owners a chance to seamlessly enter the market without grappling with the intricacies of advertising, understanding the marketplace, or navigating competitive levels. Their automation tool maximizes advertising costs and eliminates time-consuming methods such as creating ad groups, choosing targeted keywords, and manual targeting. The service allows them to compete more swiftly and aggressively than if they were to manage these tasks independently.
Amazon PPC operates within the Amazon e-commerce ecosystem as a strategic tool for boosting both visibility and sales. Advertisers invest in PPC to achieve higher rankings in search results, which positively impacts organic sales.
The concept is akin to renting versus owning real estate: while you pay for the advertising, the ultimate goal is to improve your product’s organic ranking, reducing the need for ongoing advertising costs. In other words, you’ll be reaping the benefits of your investments after some time.
When businesses use Amazon PPC, they can see a measurable impact on their organic sales, specifically through incremental increases. Amazon rewards advertisers who effectively convert ad spend into sales by improving their organic positions. As advertisers target specific keywords and successfully convert clicks into purchases, they gain a competitive advantage in the marketplace.
Two important factors that determine the effectiveness of Amazon ad campaigns are conversion rates for both product listings and ads. Business owners need to run an analysis on these figures to gauge their product’s potential and the effectiveness of their advertising spend.
This dual focus on conversion metrics provides a full outlook of how advertising efforts influence organic growth and overall sales performance on the platform.
While PPC campaigns are an excellent investment for Amazon store owners, the truth is that one store’s strategy is different from another. Niches come into play, and a product will have different attributes from the ones offered by competitors.
SimpliWorks uses a strategy called theme-based targeting. This method zooms in by identifying specific themes relevant to the product. For instance, using sandals as an example, themes might include “comfortable sandals” or “vegan leather.”
SimpliWorks seeks to uncover connected long-tail keywords and more specific terms within these keyword clusters.
The reason for this strategy is that Amazon’s algorithm prioritizes semantic relevance, meaning that keywords that are closely related can significantly impact rankings for broader, more competitive terms. By targeting these connected keywords, advertisers can build a strong foundation for their campaigns, enhancing their chances of converting sales without incurring high advertising costs upfront. This method allows them to gradually compete for those pricier keywords while maximizing visibility in their specific niche.
The Amazon marketplace evolves as quickly as technology, with so many new strategies and tools emerging to help owners stay competitive. The importance of a well-executed PPC strategy can’t be overstated, especially for business owners looking to eventually exit. It’s no longer enough to rely on static campaigns or manual management.
Amazon prioritizes advertisers who are willing to invest in dynamic and data-driven strategies, rewarding those who adapt to the ever-increasing competition with the potential for organic sales.
Gone are the days when automatic campaigns were enough to stay competitive. Now, with hundreds of data points to consider, business owners need to embrace AI-powered solutions to make swift and effective decisions.
Choosing to automate functions in PPC allows businesses to stay agile, maintain visibility, and maximize profitability, making them more attractive to potential buyers when the time comes to exit. It allows business owners to position themselves for long-term success in Amazon, where the competition is getting fierce every day.
Don’t overlook the importance of advertising, even with rising PPC costs. While the expense may seem daunting, it’s essential for staying competitive, especially as the economy faces challenges. The businesses that continue to market themselves through economic downturns are more likely to thrive. It’s about working smarter, not necessarily spending more.
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