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Our PPC experts observe and analyze on a daily basis how the Amazon algorithm is developing and the and what impact it has on the performance of the ads. We would like to share our Insights and enlighten you in this blog post about it, how the playout of your sponsored product ads behaves when you start your search queries search queries via different devices and what role the relevance factor plays here. relevance factor plays here.
Imagine the following scenario: You search via your standard browser on your desktop, via your tablet or smartphone (app or browser) for any product on Amazon and receive ads from the Sponsored Product Ads ad format in the first-placed position in the search results page. You will notice the number of ads varies between 1-4 ads.
Basically, Amazon distinguishes differentiates between the list view and the tile view when displaying search results in desktop and tablet browsers. the list view and the tile view. Which of these list types is displayed depends on the interaction of several factors such as category, search term and number of of indexed products for the search term. In general, the following can be determined via the However, the following can be said in general about the number of top Sponsored Product Ads:
The ads are always arranged in the same in the same hierarchy. The ad that is placed first is visible at the top of all media for the the respective search term is visible at the top across all media and accordingly and accordingly receives the most playouts. However, depending on the keyword and product keyword & product, especially in a highly competitive environment, often has a very high a very high price. All the more it is often worthwhile from an economic point of view the placement only with niche keywords or top-selling products. products. Why, you will learn in the next section.
Basically, Amazon wants to offer its customers a pleasant & relevant shopping experience, accordingly, Amazon measures the qualification for the first placements of the Sponsored Product Ads not only on the amount of the bid on the respective keyword, but also on the relevance to the keyword on the product. The experience of the customer would suffer if, for example, overpriced or poorly overpriced or poorly rated products are displayed prominently at the top of the search results bar were to be prominently displayed. To avoid this, Amazon uses a very effective method: the more irrelevant the product is to the keyword, the higher the bid necessary to be placed at the top of the search to be placed at the top.
Each product builds up over time builds up a meaningful history of indexed keywords, which Amazon rewards, depending on the rewards or penalizes with a good or bad ranking, depending on the performance. or punishes. This hierarchy in the ranking is causally related to the click and bid prices to the click and bid prices of each keyword and is one of the most important relevance relevance factors for the playout in the first place.
The click price or bid price for two products of two merchants, both of which appear in the opposite position on the first position on the first search results page for the identical keyword. can vary measurably by several times for a playout as the first placement of the Sponsored Product Ads. product ads can vary measurably by several times. For a product that has a very high relevance rating for the advertised keyword, even a lower bid is a lower bid is more successful than for the same product with lower relevance. This is very often shown in a double listing of the top seller at the very top of the the search results page as an ad and as an organic search result for the respective keyword. search term.
The following applies: The higher the relevance of the lower the bid price for a first placement on the search results page. first placement on the search results page. For the determination of the relevance of a product to the respective keyword, several factors fall into the equation, which, on the one hand, ensure a pleasant shopping experience and, on the other hand, a high probability of the customer buying the product.
Your sponsored product ads are are displayed with different visibility across the various search media. At factors, a holistic adaptation and optimization of your products and optimization of your products and PPC campaigns is necessary to achieve the best possible performance of your products.
It is now crucial for you as an advertiser to increase the relevance of your products and to find the optimal PPC strategy for your products.
We are happy to provide you with advice and support to make your PPC campaigns and products a success! Contact us at kontakt@iconic-sales.com
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