Amazon PPC
Amazon PPC • • • • • •
Good news and bad news is There’s not a lot you can “tweak”! Use to drive sales Use to drive reviews Use to drive rankings Combination!
Amazon PPC • What is it? • 2 kinds of campaigns • Ad showing relies on bid and seller’s “rep”/performance – (I also suspect CTR) • Automatic • Manual
Amazon PPC - Weaknesses • Customer search term vs. keyword • Reporting issues – Automatic targeting report vs. campaign performance report – 60 day time slice
Amazon PPC • Manual – Enter keywords – When keywords are entered into the search box, bidding is triggered – Ad is shown based on bid and rep – Broad matched – “red widget”
• Automatic – – – –
When a search phrase is deemed “relevant” Bidding is triggered Customer search phrase “Left handed widget” – would not show in manual
Amazon PPC • Initial set up – right when product is listed • Start an automatic campaign • Goal is to drive initial track, make initial sales and gather data • Name it product and date • Set budget to $100 per day – don’t worry you will NOT get anywhere near this • Set bids to 1.05
Amazon PPC • Check after 7 days , if not 3-4k impressions, increase bid to 1.15 – repeat every 7 days (adding .10) • If after reaching1.35 you’re still not at 3-4k give up • Let it run for a total of 30 days (including this adjustment time) • Generate an automatic targeting report • Read that into Excel
Amazon PPC • MUST get comfy with Excel’s Data - > sort and Data -> filter • Look for impressions > 100 and Conv. Rate > 4% • Make note of these customer search terms • Keep the campaign running and adjust the bids
Automatic Campaign Adjustment • Evaluate every 30 days • If ACOS Filter - > Auto Filter
Optimizing Manual Campaign • • • • •
ACOS is pretty meaningless here Optimization needs to be at the KW level Run campaign performance report each week Filter down to each kw, for each week This is why you don’t want TONS of kw’s
Optimizing Manual Campaign • If spend is more than 50% of revenue, decrease bid by 10-15% • If spend is less than 20% of revenue, then increase bid by 10-15% • If impressions are less than 4000 and you haven’t already adjusted bid, increase bid by 10-15% • Do this every 7 days for 28 days • Ensure you pick the right date range when doing this!
Optimizing Manual Campaign • After 30 days, look at the whole month • If a keyword’s ctr is < 1% and there have been at least 500 impressions and zero sales, remove it • Keep doing the weekly optimization until no more adjustments are needed.
Good news and bad news is There’s not a lot you can “tweak”! Use to drive sales Use to drive reviews Use to drive rankings Combination!
Amazon PPC • What is it? • 2 kinds of campaigns • Ad showing relies on bid and seller’s “rep”/performance – (I also suspect CTR) • Automatic • Manual
Amazon PPC - Weaknesses • Customer search term vs. keyword • Reporting issues – Automatic targeting report vs. campaign performance report – 60 day time slice
Amazon PPC • Manual – Enter keywords – When keywords are entered into the search box, bidding is triggered – Ad is shown based on bid and rep – Broad matched – “red widget”
• Automatic – – – –
When a search phrase is deemed “relevant” Bidding is triggered Customer search phrase “Left handed widget” – would not show in manual
Amazon PPC • Initial set up – right when product is listed • Start an automatic campaign • Goal is to drive initial track, make initial sales and gather data • Name it product and date • Set budget to $100 per day – don’t worry you will NOT get anywhere near this • Set bids to 1.05
Amazon PPC • Check after 7 days , if not 3-4k impressions, increase bid to 1.15 – repeat every 7 days (adding .10) • If after reaching1.35 you’re still not at 3-4k give up • Let it run for a total of 30 days (including this adjustment time) • Generate an automatic targeting report • Read that into Excel
Amazon PPC • MUST get comfy with Excel’s Data - > sort and Data -> filter • Look for impressions > 100 and Conv. Rate > 4% • Make note of these customer search terms • Keep the campaign running and adjust the bids
Automatic Campaign Adjustment • Evaluate every 30 days • If ACOS Filter - > Auto Filter
Optimizing Manual Campaign • • • • •
ACOS is pretty meaningless here Optimization needs to be at the KW level Run campaign performance report each week Filter down to each kw, for each week This is why you don’t want TONS of kw’s
Optimizing Manual Campaign • If spend is more than 50% of revenue, decrease bid by 10-15% • If spend is less than 20% of revenue, then increase bid by 10-15% • If impressions are less than 4000 and you haven’t already adjusted bid, increase bid by 10-15% • Do this every 7 days for 28 days • Ensure you pick the right date range when doing this!
Optimizing Manual Campaign • After 30 days, look at the whole month • If a keyword’s ctr is < 1% and there have been at least 500 impressions and zero sales, remove it • Keep doing the weekly optimization until no more adjustments are needed.
