This 2022, you might just be one Amazon PPC strategy away to get massive sales. During the launch phase, it’s really best to aggressively use Amazon PPC. It is a crucial time to rank and get reviews and Amazon PPC will also help you with that. As well, the only time that Amazon will help it rank and get sales so make sure it counts.
Importantly, it may look like a lot of money in the beginning but if you don’t rank now, you’ll continuously be relying on PPC to get sales which are just getting more expensive every year.
Here’s a simple guide for you to follow when starting and maintaining your Amazon PPC campaigns.
SETTING UP THE PPC CAMPAIGNS
It’s important that you have an organized campaign naming structure. You can follow the example below.
PPC naming structure: ASIN – Short Title – Search Volume – Strategy Name
Example: khkhkl – Wine Stopper – 1k to 10k SV – Main KW
For the fun and tedious part here’s a strategy list that you can do on Sponsored Products, Sponsored Brands, & Sponsored Display to ensure you rank and get sales during the launch phase.
AMAZON PPC STRATEGY CHECKLIST
1. Branded keywords - The brand name is in the keyword.
2. In-depth keyword research using tools such as Helium10 or Jungle Scout. Categorize keywords by relevance and search volume. Example, 1 - 1k, 1k-10k, 10k above.
- Main = ""hangover drink""
- General = ""Hangover Cure""
- Competition = ""morning recovery hangover drink""
- Complementary = ""after drink hangover pills"""
3. Ranking campaigns - Do “Cerebro” and see the “organic” column from Helium10. This is done when there's sales history already
4. Ranking campaign - Check main keywords from Helium10. Usually done on a new product launch. Get at least 6-10 top competitors and do a reverse ASIN on what are the main and common keywords they're ranking for.
5. Amazon suggested - When you're setting up a campaign Amazon usually has a set of targets suggested for you in the search engine and when you’re setting up a campaign. You can test this easily.
6. Top competitor reverse ASIN. You can easily scrape what your top competitor’s best keywords are and use them on your listings and PPC campaigns.
7. Target more expensive competitors
8. Target competitor products with lower ratings
9. Target competitor products with inferior or missing features
10. Target competitor products that might be a good pair with our products
11. Target top competitors to ride on their popularity and get brand awareness that you can do remarketing later.
12. Target products that are FBT of your top competitors
13. Target complementary products both yours and your competitors.
14. Advertising your own products in your listing so if ever they click on another listing it is still your products.
15. Purchase Remarketing - If you have ever clicked or bought on Amazon and then a few days later suddenly saw that same product appearing everywhere when you are on the internet, then you’re seeing Amazon’s retargeting ads.
16. Views Remarketing
17. Interest targeting - As the name suggests Amazon will show you some interests of your target audience.
18. New search terms that made at least 3 sales - Check your search term report and set up a campaign for these search terms. Those that made 3 sales are usually really good and you can scale further to get more sales.
19. New search terms that made 1-2 sales - Check your search term report and set up a campaign for these search terms.
20. Auto campaigns
21. Editorial campaigns
BIDDING STRATEGY
Bidding correctly is another Amazon PPC strategy you need to nail.
It will heavily dictate your sales and profitability so make sure you experiment, analyze, calculate, and see what works for you.
Down only – Best for a conservative strategy and during the maintenance phase
Up & down – Best for aggressive strategies
Fixed bids – This can be an aggressive yet controlled strategy. Great if you want to sell a lot & ensure impressions for days like Black Friday, Cyber Monday, etc.
Low bid high budget – Use the minimum bid at 0.10 or as low as possible. This is just a campaign you want to run for lower-end placements.
High bid low budget – This is when you want to get a lot of sales but at a certain budget limit only. Great for ranking also.
For old & established campaigns with steady sales & ACOS, you can implement the strategy below.
OPTIMIZATION GUIDE (WEEKLY, BI-WEEKLY, MONTHLY, AS NEEDED)
Note: It’s very important you put in the campaign name how popular the keyword is as you might overbid or underbid depending on the target.
For example, you can put the search volume or if you’re targeting a top competitor via Sponsored products or Sponsored display.
AcoS = 0%
Clicks > 10
Actions: “pause” status column
AcoS > 100%
Check keywords for potential good keywords
actions: pause
Note: If it’s a main keyword decrease bid by 25% only
AcoS: 70%-100%
actions: reduce bids by 50%
AcoS 50%-70%
actions: reduce bids by 40%
AcoS 40%-50%
actions: reduce bids by 20%
AcoS 30%-40%
action: reduce bids by 10%
AcoS 0.1%-20%
actions: increase bids by 10%
0 Clicks
>100 impressions
Increase bid by 10%
GENERAL TIPS
Bidding Strategy
- Suggested bid, up & down, set a low budget in case the strategy doesn’t work
- Check the impression count. If the impression count isn’t reaching its potential then change the bidding strategy
- Bulk operation of clicks not converting.
- If the conversion rate is 5% below there is something wrong with the price, target, or image. These factors are the main drivers.
Price
- Test different prices every day during weekdays only
- Gradual increase and check conversion rates
Images
- Usually, as much as we want to be different, the main image should just be simple and the same as the top competitors
- The images will have more impact on the conversion than the actual bullets and description
- Image with a testimonial
- Focus on one benefit/feature per image as much as possible
- Make the images vivid
Listing
- Optimize heavily with keywords. People don’t really read so it’s ok for it to be long. And, those likely to convert will actually read your listing.
- Check after a month or more if we already have data that could tell us what keywords are working and what’s not
Reviews
Reviews are an important part of any business, especially your Amazon FBA business.
It heavily affects your CTR, CVR, and more importantly ranking.
Your Amazon PPC strategy will help with getting a lot of reviews so make sure you use PPC wisely.
- Get lots of sales in the beginning to get reviews immediately. Ideally at a low price as they feel they got a really good deal especially if your product is good & will leave a good review.
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