If you’re running Amazon Advertising campaigns, you may have noticed a steady increase in the cost-per-click (CPC) over the past few years.
According to data, the average CPC increased from $0.89 in 2020 to $1.07 in 2021 and further to $1.11 in 2022.
While the overall trends seemed to stabilise between 2021 and 2022, the current year-to-date data for 2023 shows a noticeable increase, the average CPC has risen to $1.35 in March already!
But don’t fret – we’re on top of things, and we’ve put together our top tips to optimise your campaigns and lower your costs!
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How To Optimise Your Ad Campaigns
Despite the rise in CPC, there are still ways to optimise your campaigns and achieve your desired results.
1. Consider Timings
One strategy is to adjust the timing of your campaigns to take advantage of cheaper CPCs during peak periods.
This means ensuring your campaigns are active during the evening hours when there’s less competition for ad placements.
By doing so, you can maximise your return on ad spend (ROAS) and achieve a lower advertising cost of sale (ACOS).
2. Monitor Keywords
Another tip is to monitor your campaign budgets closely and adjust your keywords or target bids accordingly.
You want to ensure your campaigns are active for longer periods to maximise your opportunities for sales.
It’s also important to keep an eye on your budget and make sure you’re not overspending on keywords that aren’t performing well.
3. Duplicate Campaigns
If your primary campaigns are going inactive too early in the day, launching duplicate campaigns with a low bidding strategy, can be an effective way to keep your popular products active in ads, during peak periods.
This allows you to take advantage of the lower CPCs and maximise your results.
4. Bidding Strategy
Consider changing your bidding strategy too.
While dynamic bidding with ‘up and down’ as the setting may seem like the easiest option, it can drain your budget quickly.
Switching to ‘down only’ or ‘fixed bids’ can give you more control over your keyword bids and help you achieve better results.
5. Ongoing Analysis
Lastly, don’t forget to analyse your search term reports regularly.
This can help you identify any high-spend, low-performance keywords and adjust your bids accordingly.
You can also update your negative keyword lists to reduce wasted spend and lower your overall CPC.
Conclusion
In conclusion, the rise in CPC for Amazon Advertising is something to keep an eye on, but it shouldn’t deter you from achieving your goals.
By implementing these tips, you can optimise your campaigns, achieve better results, and stay ahead of the curve.
Remember, the key to success is to be adaptable and open to new strategies.
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