When it comes to arranging your Amazon Sponsored Products campaign (or conducting Amazon PPC optimization in general) Sellers are confronted with the dilemma of how they can organize their ads and campaigns.
The ideal structure depends on the scale and consistency of the buyer’s choices as well as the seller’s strategic goals and other aspects of importance. There are rules to adhere to when creating your campaign. I’ve given you my recommendations below:
1. Create your campaigns consistently
Your PPC campaigns offer an outline of your advertising activities. This is both positive and negative.
- Categories of products
- By name
- Top sellers
It is important to stay in line with whatever method of organizing you employ for your campaigns. If you alter the structure of your organization and it can result in repeated advertisements.
2. Group similar products in the same advertising group
A selection of products as well as a set of keywords is created for each advertising group. Since all products must be listed in the keyword set it is essential to remember that you must select the products that match the context of the keywords.
Thus, you should place all items in an ad group that is acceptable (to be discovered via search) for the keywords you want to rank.
3. Create different ad groups for keywords
The greater your choice of products the greater your selection of keywords that vary in levels of precision will be.
Example: A retailer has a variety of shoes
- All shoes are considered to be footwear. The word “shoe” is relevant
- For certain shoes, the term “men’s shoes” is relevant
- For certain shoes for men, the word “men’s sneakers” is relevant
Now, if the keyword “men’s” shoes’ was used in all ad groups of men’s shoe loafers, boots, and more. It’s easy to forget the ads that are displayed for which keywords.
An easy way to optimize your search is to put more general keywords that are similar to each other in different ad groups
Recommended guide: How to make money online.
4. Let Amazon find relevant terms
Create an automated campaign and a manual campaign using identical products. The automatic campaign should run for a few weeks and then analyze which keywords have brought the highest sales. After that, you can transfer these terms to the manual campaign.
5. Optimize listings
Amazon is keen to ensure that the advertisements displayed on their site are of a high-quality and relevant to the user. This is why advertisements are shown only for keywords included in the listing of the product text
Verify that the keywords that do not generate any impressions are present in the text of your listing.
If this isn’t the case then you need to add the keywords to the text of your listing to ensure that your ads are capable of being run for the keywords. This will enable you to increase your reach to a wider potential client base.
6. Eliminate unneeded search queries
Amazon advertisements don’t always show just for those specific search terms you’ve placed you’re purchased as a seller. Search terms can be different from the search terms you’ve specified depending on the type of match. To stop unnecessary expenses from happening, you have two choices:
- Keyword match types
- Set negative keywords
For Sponsored advertisements for products, Amazon gives you three-match types you can choose from.
7. Monitor your PPC spending
When you are running your campaigns you will discover as time passes which products perform most effectively within a particular advertising group.
One of the primary goals for Amazon PPC optimization should be making sure you are maximizing the number of sales for this ad group.
Pro tip: you can use SellerApp’s most powerful Amazon PPC optimization tool to see your product profits.
By doing this, you’re focusing your clicks and impressions on products that will be more effective to convert clicks into purchases and avoid spending your money on products that have low conversion rates.
8. Determine your ACoS goal
It will vary based on the goal of your marketing campaign.
For advertising, the target figures for the cost of sales are usually between 5 and 15%.
If, however, you are trying to promote the launch of a new product and increase the visibility of your product organically, you may need to spend more on your sales, or even make losses in the short term to make a profit in the long run. The goal of your cost of sales in these cases is as high as 100 percent.
9. Monitor and improve your bids
The best bid for the target is different depending on the keyword.
Remember that a substantial quantity of information is necessary as a basis to assess bids. This is why you must take at least one week between making adjustments to prices for bids.
10. Begin bidding on the latest keywords
When you’re adding a brand new keyword, you must decide on a more expensive bid at the beginning (usually a minimum of $0.75 dependent on the type of keyword).
New keywords don’t have any past clicks history to allow Amazon to consider in determining the display of ads.
Learn more about amazon bidding here.