Amazon PPC Ad Campaigns

If you want to sell more on Amazon, you need your product to be seen, and that means PPC

Unlike slowly building up your brand, using social media, and doing giveaways, PPC delivers an instant online presence, and with Amazon converting orders at over 75% it can give a rapid return on your investment.  A problem with Amazon and specifically Sponsored Ad Campaigns is the more successful you are, the more spreadsheets you have to trawl through to work out what is happening with your PPC.

Optimizing ads can be a confusing affair!  You can think that you are doing the right thing and wait for the improved results but then the opposite occurs.  Increasing your bid can suddenly place your ads into a different category of competitors and you can suddenly sell less, so there’s a lot to consider especially now that Amazon gives you the opportunity to automatically increase or decrease your bids.

Every three days, I run a 50-point health check on the ad campaigns that I manage.  Some of what I test is listed below.  I report and itemize each change that I make so that you can see exactly what I have been doing.  Each month I supply a comparison of the changes that have occurred and suggest strategies to improve both the PPC ads and how to optimize the listing for organic ranking.

What I Will Do Each Week to Manage Your Ads 

I look at two specific areas from over the last 60 days of ad performance; SEARCH PHRASE PERFORMANCE, & KEYWORD PERFORMANCE.

A “search phrase” refers to the words entered into Amazon by a shopper to find products, while a “keyword” is several words that a seller tries to match against the search phrases used by shoppers.

The two don’t always match.  

Search Phrase Performance 

This analysis focuses on which search terms contribute to product sales, and where to streamline your advertising budget.  By studying this data, I can understand more of who the target audience is and the search phrases that they are using. 

I can bring the keywords used into closer harmony with the searches that buyers are using to find your type of product. 

Here are some of the tests that I run twice per week:  

Poor Ad Performance 

Poor Offer Performance (keyword and phrases match)

Profitable Search Terms with <25% ACoS 

Unprofitable Search Terms with 50%+ ACoS 

Zero Net Search Terms

Zero Sales Search Terms 

Low CTR Search Terms 

Search Term Correction

Keyword Expansion – Converting Search Terms to Keywords

Potential Click Fraud

Keyword Performance 

Analyzed to improve and customize the keywords in ad groups.  I examine all…

High-converting keywords with 25%+ conversion rate

Poor Ad Performance

Poor Offer Performance

Profitable Keywords <25% ACoS

Unprofitable Keywords with 50%+ ACoS

Zero Sales Keywords

Long Range Zero Sale Keywords

Low CTR Keywords

Keywords within different ACoS Margins

Correcting Over-Optimised Keywords

I use a combination of negative matching and keyword bids to control performance. 

Further Optimization

 Adding weekly expansion steps to grow sales:

1)      In the first weeks, I look to optimize listings by improving key areas that help to attract more traffic – Title, Search URL,

          Backend Keywords, & Subject Matter 

2)      Adding all converting search terms to keyword ad groups in all 3 match types 

3)     Positioning high-conversion keywords and search phrases into the product description and/or backend to improve

         organic ranking

4)     Run reverse ASIN tests on competitor ASINs that have converted to orders and data-mine for additional keywords

5)     Target new competitors for Product Targeting bids, if available

6)     Consider increasing the bids on converting keywords with below breakeven ACoS

7)     High-converting keywords are researched for long-tail keywords while being careful not to over-optimize them

8)     Adjusting bids and keyword matching for additional exceptions

This is a quick overview of how I optimize sponsored ad campaigns.  You are welcome to contact me at any time if you have further questions. 

Using a combination of leading software PPC Scope together with Helium10, Jungle Scout, and my own optimization know-how, while taking master classes from some of the Amazon gurus out there, I usually find significant areas where I can improve campaigns.

I have limited time available and only take on management projects where I am certain that I can make a difference.

What else do I do for you?

Keyword Indexing Report – we test which keywords your product is currently indexing for during Amazon searches.  This helps to indicate any possible misalignments between your item and what the algorithm thinks it is relevant for.

Keyword Ranking Analysis – many product listings are written around the best-performing keywords that are relevant to a product.  But that is a one-dimensional approach to keyword strategy. What about if you are trying to compete for a keyword against people whose items are simply better, or, there are another 60,000 sellers fighting for the same keyword and you are hoping to rank on page one? 

What is needed is an approach which selects the best words based on the least competition, the most relevance, the greatest search volume, significant seed words, and the effort required to get your product into the first two pages of results.  Strategic keywords are based around a systemic valuation of those factors and that is what we do.  The good news is, that as of mid-February 2019 Amazon has been trialling a new approach to delivery 50-60 search results per page, what this means is that the opportunity to rank on the first 2 pages has got 2-3 times easier.  Previously, only 20-30 results per page appeared subject to category.

Reverse ASIN Tests – we check out the most relevant terms used by the most successful sellers, and also those used by their customers, and incorporate them into your results.  We check organic data that lead buyers to their listings and which keywords they are using in their Sponsored Ad campaigns.  This data forms part of the keyword strategy.

Competitor Hidden Keywords – a backdoor peek into which keywords are positioned in your competitors’ 250 characters [bytes] of secret keywords.  This demonstrates the main phrases that they are trying to match organically.  It shows the words that they believe are working best for their listings.

Negative Keywords – using negative keywords in your PPC/Ad campaign is ESSENTIAL.  Let’s say you sell Bluetooth headphones but without noise cancelling.  “Noise cancelling” would be a negative match keyword because you don’t want your ads to appear when that phrase is entered into Amazon.  Such a process saves lots of wasted clicks that you pay for.  You can put that money to better use by increasing the budget for your successful keywords.

ASIN Keywords – you know when you open up your Amazon data reports and you see rows and rows of competitor ASINs that lead to your product being clicked?  It’s quite a slog to work through.  We do that for you and test which ones are successful, and which are costing you money.  We work brand names and specific keywords into your Ad campaigns or negative targets and we also use Product Targeting if you have this available in your Seller Central [as it is currently in Beta test].  We run Sponsored Brand Ads for you too.

Reduced ACOS – a combination of correct keyword use and negative keywords will reduce your advertising costs, so you can get more bang for your buck, and ensure you are performing better for the right search terms.

Here are our costs to manage your SKUs including PPC Scope software.  Please note that we only work with Sponsored Ads where we are certain we can provide great value for money.  

Where possible, it is best to manage variation listings separately to have greater control over Ad budgets.  It is often the case that a keyword works well for one variant but not another, and if they are commingled together you cannot alter your strategy without it affecting both items.

If interested, please send us an email in the box below so that we can discuss your needs.  

No of SKUs*

1

2-5

6-10

11-20

21-50

51-100

101-299

300+

Monthly Cost

$160

$120 each

$95 each

$75 each

$60 each

$50 each

$35 each

please call

* There are some keyword volume restrictions to the above pricing, so, if you have dozens of live campaigns per SKU with thousands of keywords, and are close to one of the above SKU limits, we can have a quick chat about it.

** Costs includes PPC Scope monthly fees and there are no additional setup fees.

*** These prices are per marketplace, which means that if you have 5 SKUs in Amazon.com and a further 5 SKUs in Amazon.ca and you want both marketplaces managing, this would equate to 10 SKUs in the above pricing.

**** Prices include listing optimization tweaks; improvements to the title, search URL, backend keywords etc so that your organic searches improve which can help to reduce the cost of PPC as the algorithm sees more relevance and better ranking for your product.

***** As I manage your campaigns, and they become fully optimized, they will get easier to work with and therefore I will reduce the per SKU management fee to the next tier up.  For example, if you have 10 SKUs with me at $110 each, I will reduce this to the 11-20 SKU pricing of $85 each, once the campaigns are optimized, which should only take 2-3 months, then in the future I will move the pricing to the next tier 21-50 SKUs at $65 each and so on.

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