In addition to Meta and Alphabet, Amazon has firmly established itself as a major player in the global digital ad market. According to Insider Intelligence, roughly 7.5% of all digital advertising spend is now directed towards Amazon, making the role of an Amazon PPC Expert increasingly crucial.
While Alphabet and Meta, which combine for nearly 60% of the entire digital ad market, still lead the pack, don’t underestimate Amazon’s share. For eCommerce businesses, advertising on Amazon is a wise investment because it’s a hotbed of purchase-ready consumers.
But navigating the intricacies of PPC ad campaigns on Amazon on your own is no walk in the park. It demands an analytical eye, adaptability to ever-changing algorithms, and a creative flair for crafting attention-grabbing ads.
These responsibilities, plus the existing pressures of your business, are why you should hire an Amazon PPC expert. Hiring one can demystify the process of running campaigns while ensuring they’re fine-tuned for visibility and conversion.
But how do you hire the right Amazon PPC consultant? This comprehensive guide will explain how, by walking you through:
- Pivotal qualities of a true Amazon PPC expert
- What they cost
- Metrics for holding them accountable
- Vetting techniques for finding the right Amazon PPC specialist
After reading this guide, you’ll be on the path to making an informed choice on a partner who significantly elevates your brand’s presence on Amazon.
The Qualities to Look For in an Amazon PPC Expert
The competition on Amazon is fierce, with numerous sellers vying for the attention of consumers. An Amazon PPC specialist with a sharp background in running winning campaigns can be your trump card.
But what should you be looking for during your hiring process? This section covers the qualities you should seek in an Amazon PPC expert to ensure your eCommerce campaigns scale to sustainable results.
Experience and Proven Track Record
Experience is a solid indicator of an Amazon PPC consultant’s ability to navigate the platform’s advertising landscape. A proven track record showcases their capability to drive results, optimize campaigns for better performance, and handle challenges that may arise.
Understanding of Amazon’s A9 Algorithm
Amazon’s A9 algorithm is the backbone of its search and advertising platform. A deep understanding of how it works is crucial for effective Amazon PPC optimization. An expert with this knowledge can better position your ads for increased visibility and clicks.
Strong Communication Skills
Effective communication is key in understanding your goals and iterating campaigns based on feedback. A skilled Amazon PPC consultant will keep you informed on campaign progress, challenges, and successes through reports and frequent updates. They should also be responsive, too.
Creativity in Campaign Strategy
Amazon PPC advertising thrives on creativity. A unique, engaging campaign strategy can set you apart from competitors. Look for an expert who blends creativity with Amazon PPC optimization to develop compelling ads that resonate with your target audience.
Analytical and Data-driven Decision Making
Data is the compass that directs Amazon PPC optimization strategies. An Amazon PPC specialist with a knack for analyzing data can make informed decisions that enhance campaign performance and ROI.
How Much It Costs to Hire an Amazon PPC Expert
The cost of hiring an Amazon PPC expert varies significantly based on variables including the scope of your campaigns, the complexity of your Amazon store, and the experience level of the consultant.
Here’s a breakdown of the typical pricing models for hiring an Amazon PPC specialist:
- Fixed Fee: Some agencies or consultants charge a fixed monthly fee for their services, which covers a defined set of tasks and campaign management.
- Percentage of Spend: Others may charge a percentage of your advertising spend. This model aligns the agency’s incentives with your advertising performance.
- Performance-Based: Some agencies might offer a performance-based fee model where they charge based on the sales or leads generated through the PPC campaigns.
Be Mindful of These Factors That Contribute to Cost
The cost of hiring an Amazon PPC expert isn’t one-size-fits-all. Various factors play into the overall cost of the expertise your campaigns require:
- Scope of Work: The breadth and depth of the services provided significantly impact the cost. Comprehensive services that include keyword research, continuous optimization, and regular reporting will come at a higher price.
- Agency Expertise: Experienced Amazon PPC experts often charge more due to their proven track record and deeper understanding of Amazon PPC optimization.
- Ad Spend: Your advertising budget can also affect the cost, especially if the agency charges a percentage of spend.
How to Find an Amazon PPC Expert Who Fits Your Budget
Balancing cost with quality is crucial. Finding an agency or consultant that fits your budget while delivering substantial value is a crucial step towards Amazon advertising success. Here are three things you can do to improve your chances of finding the right fit:
- Research: Look for agencies that offer transparent pricing models and have clear service deliverables.
- Value over Price: While budget is a factor, consider the value and ROI an experienced Amazon PPC specialist can bring to your business.
Know Your KPIs: How to Hold Your Amazon PPC Expert Accountable
It’s an absolute must that your Amazon PPC expert has a robust understanding of data to gauge your campaigns’ effectiveness. Metrics serve as the yardstick to measure the performance and return on investment of your Amazon advertising efforts.
Holding your Amazon PPC expert accountable begins with a clear comprehension and agreement on the key performance indicators that will drive your campaigns. Below are crucial KPIs you should discuss with any candidate you interview:
- Advertising Cost of Sale (ACoS): This is an Amazon-specific metric that reflects the efficiency of your advertising spend. It’s calculated by dividing the total ad spend by the revenue generated from ads.
- Cost Per Click (CPC): This is the amount you pay each time a user clicks on your ad. A lower CPC can often lead to a lower ACoS, making your campaigns more profitable.
- Click-Through Rate (CTR): The ratio of users who click on your ad to the number of total users who view your ad (impressions). A higher CTR indicates more effective ad copy or keywords.
- Conversion Rate: The percentage of clicks that result in a sale. An enhanced conversion rate signifies better alignment with customer intent and effective product listings.
Setting Realistic yet Challenging KPIs
Establishing KPIs that are achievable yet demand a stretch in performance is crucial. It maintains a balance between realistic expectations and the drive for exceptional results. Your Amazon PPC expert should be adept at setting and adjusting these KPIs in alignment with your business goals.
Regular Performance Reviews
Periodic reviews of campaign performance against the set KPIs are essential. It ensures that your Amazon PPC specialist remains aligned with your goals and can make timely adjustments to optimize performance.
Importance of Transparency in Data Reporting
Transparency in reporting is non-negotiable. It fosters a culture of accountability and provides clear insights into the performance of your campaigns. Ensure that your Amazon PPC consultant adopts a transparent approach to data reporting, providing you with honest, clear, and actionable insights.
4 Tips For Vetting the Right Amazon PPC Expert
The search to find the right Amazon PPC expert can feel daunting. But due diligence is a must to guarantee that the candidate you choose can meet your advertising goals and get you results.
Here are four tips to guide you through the vetting process:
Tip #1: Ask The Right Questions
Begin your vetting process by asking pointed questions. Here is a list of 10 in-depth questions to ask when meeting with your candidates:
- How would you go about identifying high-converting keywords for our products?
- How do you handle negative keywords to prevent wasted ad spend?
- Can you provide examples of successful ad creatives you’ve designed for Amazon PPC campaigns? What made them effective?
- How do you analyze competitors’ PPC strategies on Amazon to gain insights for our campaigns?
- Beyond ACoS, what other metrics do you consider crucial for measuring the success of Amazon PPC campaigns?
- How do you manage budget allocations across different campaigns to ensure optimal ROI?
- What has been your experience with different Amazon ad types like Sponsored Products, Sponsored Brands, and Sponsored Display? Which do you find most effective and why?
- How do you approach seasonal or event-driven campaigns on Amazon? Can you provide an example of a successful seasonal campaign you managed?
- How do you approach A/B testing for Amazon ads? What elements do you typically test?
- Describe a time when a campaign didn’t perform as expected. How did you identify the issue and what steps did you take to rectify it?
Tip #2: Review Their Portfolio and Case Studies
Engage your prospective Amazon PPC expert in a discussion about their portfolio and request access to relevant case studies. Their willingness to share and explain their previous work can reflect their confidence and transparency.
Review their portfolio with the following approach:
- Specific Achievements: Look for quantifiable results like percentage reduction in ACoS, increase in click-through rates, or uplift in sales. The more specific, the better.
- Relevance to Your Niche: Check if they have experience with products or markets similar to yours. The strategies effective in one market may not translate to success in another.
- Client Testimonials: Look for client testimonials within the case studies. Direct feedback from their clients can provide insight into their working relationships and reliability.
- Long-term Results: Check if their strategies deliver sustainable results over time, not just short-term spikes.
Tip #3: Understand Their Process
Understanding the process of a potential Amazon PPC specialist is crucial to anticipate how they’ll manage your campaigns. Here’s a deeper look into what that entails:
- Initial Analysis: Investigate how they plan to analyze your current Amazon PPC setup, if applicable, and what kind of data they need to start.
- Strategy Development: Find out how they tailor strategies to individual clients, and what considerations they take into account when developing a strategy.
- Execution: Understand the steps involved in campaign setup, ad creation, and keyword selection. Get details about their process for ongoing campaign management.
- Optimization: Learn about their optimization routine. How frequently do they review campaign performance? What actions do they take based on the data?
- Feedback Loop: Screen if they incorporate feedback from campaign performance to adjust the strategy over time.
Tip #4: Evaluate Their Communication and Reporting Style
Effective communication is the backbone of a successful partnership with an Amazon PPC specialist. Here’s how you can evaluate:
- Reporting Frequency: Clarify how often you’ll receive performance reports. Weekly, bi-weekly, or monthly reporting can significantly affect your ability to make timely decisions.
- Report Detail: Assess the level of detail in their reports. Are they providing surface-level metrics or a deep dive into the performance and the implications of the data?
- Accessibility: Determine their availability for discussions, feedback, or strategy sessions.
- Response Time: Ask about their typical response time to emails or calls, and whether they have a protocol for urgent matters.
- Customized Reporting: See if they offer customized reports to focus on the metrics that matter most to you, and if they can adapt the reporting style to meet your preferences.
- Tools and Platforms: Ask about the tools and platforms they use for reporting and whether you’ll have access to any dashboards for real-time monitoring.
End Your Search for an Amazon PPC Expert With Taktical Digital
In this guide, we’ve discussed the essentials in choosing a proficient Amazon PPC consultant. From key qualities to key performance indicators, you’re now prepared to foster a lasting, collaborative relationship with the right Amazon PPC expert.
If you’re just beginning your search, end it right here with Taktical Digital. We work with our clients to develop a strategy for Amazon PPC optimization centered around ‘Brandformance’. This approach blends the visual appeal and aesthetics of brand marketing with the results-oriented focus of performance marketing.
Ready to learn more? Reach out to us to kickstart your journey towards an Amazon PPC campaign that achieves robust, tangible results.