The success of your ad spend driving growth and not going to waste with no return will be dependent on hiring a competent Amazon PPC ads agency in Australia.
As competition for Amazon’s market share continues to rise in Australia, there is no longer any chance that basic campaigns will do enough to bring new customers. You need some level of strategy to provide a level of visibility versus cost, and ultimately, I would argue you also require a strong conversion strategy.
For this reason, how you select a PPC agency in Australia is crucial to your success. The best way to identify your ideal PPC provider versus average or sub-par providers is to ask relevant questions prior to using an Amazon PPC service.
There are 9 questions you should consider essential to ask before committing to an Amazon PPC service.
1. What Is Your Experience with Amazon PPC in Australia?
Knowing the Australian marketplace is very important. In Australia, Amazon behaves differently than in larger marketplaces in both the US and UK, with different levels of competition and customer behaviour.
If the agency you are working with has Australian experience, they should be able to explain how they have sold to Australian brands and provide metrics to show their success. If they only have global experience but lack a local knowledge of the market, your campaigns will likely lack the precision needed to provide your business with a successful outcome.
2. How Do You Structure PPC Campaigns?
The campaign structure in PPC is arguably the most under-utilised component of PPC success, and structured campaigns help control budgets, targeting, and ad optimizations.
A reputable amazon ppc service provider will be able to clearly communicate how they break down campaign types, keyword types, and ad group management. When the answer to these questions feels vague or too simple, this typically indicates a lack of depth.
3. What Is Your Approach to Keyword Research?
Finding commonly searched terms (keyword research) isn’t enough to create an effective marketing strategy; you also need to determine if those terms are relevant to your business or product (conversion). To accomplish this, you will need to conduct a number of different types of analyses, including competitor analysis, data analysis, continuous review, etc.
A professional ppc agency Australia continuously reviews and adjusts its keyword strategies as necessary to ensure that they remain competitive in the marketplace.
4. How Do You Optimise Campaigns Over Time?
In terms of Amazon PPC, you will want to make ongoing adjustments. You will want to adjust your bids, delete any keywords that are performing poorly, and increase the amount of professional ads by putting money into those keywords that have been successful.
It is important that any Amazon PPC agency you use will have a clear optimization process and be able to tell you how often they will review your campaign and what actions they will take each week to improve your campaign.
5. How Do You Measure Success?
When it comes to PPC, it’s not only the volume of traffic that matters. If you are achieving lots of clicks, but no conversions, you will very quickly deplete your budget.
A successful amazon ppc service will analyse many metrics, including ACoS (Advertising Cost of Sale), ROAS (Return on Ad Spend), and profitability. While achieving visibility is great, there are other markers to consider in order to achieve ongoing growth that has a positive impact on your entire business.
6. Do You Provide Transparent Reporting?
Trust can be developed through transparency. Without transparency, it can be difficult to determine if campaigns are achieving their intended performance.
Australian PPC agencies provide regular reports with insight into the results of each campaign, as well as providing statistical data and reports to help understand how the budget is being utilised and the results generated by using the budget.
7. How Do You Align PPC with Listing Optimisation?
Your products must be listed appropriately for them to convert effectively, no matter how well your PPC ads perform. They may drive users to your listings, but your product listings will actually produce the sale when the user is ready to purchase.
A qualified Amazon PPC management company will inspect more than just the ad performance reports when working with a client; they will inspect how the products are presented on the Amazon marketplace, including product titles, product images, and A+ Content, which will all impact how often customers will purchase products from that listing.
8. What Is Your Pricing Model?
Agencies have various pricing structures; therefore, you need to have a clear understanding of the cost associated with the service before making a decision. There are some agencies that charge a fixed amount, while others charge based on a percentage of advertising costs.
When contracting with a reliable provider of Amazon PPC services, you should be given enough details to make an informed judgment on the company’s pricing structure and what will be provided. These steps will help eliminate any later uncertainty or surprise.
9. What Results Can I Realistically Expect?
Working with an online agency that provides realistic expectations is extremely important. If a company provides instant results, then there is a good chance that they may be taking shortcuts or using non-sustainable approaches to achieve those results.
A good PPC company will detail when you can expect to see results and what kind of growth to expect over time. Sustainable PPC achievements are a process that is built on testing, monitoring, and improving until you get to where you want to be.
Final Thoughts: Choose Strategy Over Shortcuts
If you are going to use one of Australia’s amazon ppc advertising agencies, the goal is to develop a true partner/strategist with them—not only on ad creation but also in moving forward together through their proven growth strategy for you.
The focus should be on creating effective campaigns through data analysis, improving performance over time using the best technology available and maximizing your return on investment in the long-run rather than going after temporary success now. These nine questions will help you make a better informed judgement regarding which company will provide you with the value you expect.