Amazon PPC management for private label brands

Advertising phases for a private label product

1. 01

   Pre-launch

   Listing, images, keyword research.

   Output: Launch-ready listing

2. 02

   Launch

   Generic searches, deliberate budget.

   Output: First sales and reviews

3. 03

   Settle

   Bids move towards break-even.

   Output: Profitable core keywords

4. 04

   Brand building

   Sponsored Brands once eligible.

   Output: Brand search growth

5. 05

   Range

   Cross-promote new products.

   Output: Shoppers kept in your range

The launch period

With no reviews, a new product converts less readily than established competitors, so early advertising costs more per sale. Some brands accept this deliberately for a set period to gain sales history. If you do, write down the budget, the end date and the signs that would show it is working, such as a rising conversion rate as reviews arrive. Without those limits, a launch can turn into a long run of unprofitable spend.

Before spending, make sure the listing is ready: clear images, an accurate title that uses the words shoppers search, and a price that compares sensibly with alternatives. Advertising sends shoppers to the listing; it cannot make up for a weak one.

Search types for private label brands

Competing with established names

Product targeting lets you place ads on competitor product pages. For a private label product this can work where your listing has a visible advantage on that page, such as a lower price for similar features or a feature the competitor lacks. It rarely works against a cheaper, better-reviewed product. Compare honestly before targeting.

Brand Registry and Sponsored Brands

Amazon states that professional sellers need Brand Registry enrolment to use Sponsored Brands. Enrolment depends on your trade mark position, so plan it early. Once available, Sponsored Brands can show your logo, a headline and several products, which helps a private label brand look like a brand rather than a single listing.

Example: a private label launch

Private label PPC checks

Targets from landed cost

Private label margins depend on sourcing, freight, duties and Amazon fees. Work out the landed cost per unit and the profit before advertising; that figure sets the break-even cost per sale for every bid decision. If sourcing costs change, recalculate.

Building a range

As you add products, advertising one on another's pages can keep shoppers within your brand. It also lets a strong product help a new one gain visibility.

When your brand name starts to be searched

As the brand becomes known, searches for its name appear in reports. Those shoppers already want you, so report them separately from generic searches. Competitors may advertise on your brand name and product pages; advertising your own products there can keep some of that space for your range, if the cost per sale is within your margin.