As we enter June, the time really is now for retailers to launch a back-to-school Amazon PPC (pay-per-click) campaign.
Yes you heard that right, schools have not even broken up for summer yet but retailers should be getting ready to start their back-to-school Amazon advertising campaigns so that they can build the momentum they need to be as successful as possible. Whether it’s uniforms, stationary, books, other back-to-school equipment, or higher ticket products such as laptops and tablets, the back-to-school market is huge and an important one for Amazon. To give that some context, In 2024, parents in the UK were expected to spend £2.3 billion on back-to-school items.
If you are a retailer of back to school products, you have probably already organised and agreed your strategy for selling your goods during the next three months. If your strategy doesn’t include Amazon PPC advertising, you should consider it because it can make a huge impact on your sales. By starting now, you can still use Amazon PPC advertising to help your back-to-school brand to succeed.
Amazon PPC works by increasing your products’ visibility, driving targeted traffic, and improving conversion rates during the highly competitive season.
Amazon PPC increases visibility
Amazon PPC adverts appear in prominent locations, such as the top of search results and product pages, putting your items in front of shoppers actively looking for back-to-school supplies. This is particularly important during a peak shopping period such as back-to-school because you need your products to be seen during this high demand time.
Amazon PPC allows for better targeting
There are several powerful tools that Amazon experts, such as the team at Fluid Marketplaces, can use with Amazon PPC, and other advertising methods, to enable adverts to reach the right customers at the right time. The targeting we provide with Amazon PPC and display ads is very precise and as such, the ads reach shoppers who have a high purchase intent. We are also able to target your products on competitor listings, or display them as complementary items when purchasing a different product e.g., show your pencil case on a notebook product page.
Amazon PPC boosts sales velocity and organic ranking
The increased sales that Amazon PPC provides are clearly measurable, and will in turn boost your Best Seller Rank, a key benefit of using PPC on Amazon. Meanwhile, over time, use of Amazon PPC and other advertising methods can improve your organic product listings
However, a PPC campaign should not solely focus on sales and revenue, even though these are important. Amazon PPC campaigns should also take into consideration profitability and this is something the team at Fluid Marketplaces is skilled at advising on. Not all back-to-school products will provide profitable campaigns and that’s something we are always mindful of when working with a client on Amazon PPC. However there may be other things we can do to boost the performance of those products on Amazon and we are always happy to investigate.
Final thoughts on Amazon PPC for back to school
Amazon PPC can work incredibly well for back-to-school products, but it does require specialist management. The performance metrics need to be carefully analysed on a daily basis and adjustments frequently made to ensure the campaigns are performing well. The segmentation and optimisation required are also quite technical, meanwhile the need for campaigns to operate profitably requires detailed knowledge of Amazon PPC and the honest and trustworthy opinion of an Amazon expert.
Contact Fluid Marketplaces for back-to-school Amazon PPC support
The Amazon advertising specialists at Fluid Marketplaces have helped countless brands launch successful Amazon PPC campaigns and have the technical expertise required. If you would like our help with a back-to-school campaign, get in touch with us here and we will get back to you as soon as possible.