6 Killer Amazon PPC Ad Strategies in 2023 for Product Launch and Growth

Summary

The video script offers a strategic guide to launching new products on Amazon, addressing common concerns about the difficulty of attracting external traffic and reviews. It introduces '6 Product Launch Straights' and explains the importance of understanding Amazon advertising, including search-based and interest-based targeting. The speaker discusses the shift in Amazon's trends towards supporting new, unheard-of products and the use of interest-based advertising without the need for search volume or demand for specific keywords. The script emphasizes the need for a focused approach on ranking and sales rather than just reviews, and suggests starting with research campaigns to find relevant keywords and using performance campaigns to scale the product launch effectively.

Takeaways

• 🚀 Launching a new product on Amazon can be made easier with the right strategies, contrary to common belief that it's difficult and requires external traffic and reviews.
• 🔍 Two types of targeting on Amazon are discussed: 'Search Based Targeting' and 'Interest Based Targeting', similar to Google and Facebook advertising methods.
• 🔑 Importance of understanding Amazon advertising terms like 'Discovery', 'Research', and 'Performance' to effectively market products.
• 🛍️ The script emphasizes the power of 'Interest Based Targeting' to reach potential customers who have previously shown interest in similar products.
• 📈 The concept of 'B.R.P System' (Discovery, Research, Performance) is introduced as a method to scale and grow a new product launch.
• 🎯 Advises against starting with 'Auto Campaigns' due to the risk of irrelevant traffic and the need for an optimized listing for effective targeting.
• 📉 Discusses the common mistake of focusing solely on reviews and sales, instead of also focusing on improving organic rankings through keyword performance.
• 📊 Highlights the use of 'Research Campaigns' to find exact match keywords that convert well, which are crucial for targeted advertising.
• 💡 Suggests creating a portfolio of campaigns for a product, including brand attack, brand defense, and video campaigns, to diversify advertising efforts.
• 📈 Emphasizes monitoring the organic ranking improvement of targeted keywords as a key performance indicator for a successful product launch.
• 📉 Advises to be mindful of ad spend and ensure that it leads to organic ranking improvements, not just immediate sales.

Q & A

What are the 6 product launch strategies discussed in the video?

The video discusses strategies for launching new products on Amazon, focusing on leveraging Amazon's advertising system, including search-based targeting and interest-based targeting, to scale and grow a new product launch.

Why do some people find launching a new product on Amazon difficult?

Some people find it difficult due to the perceived need for external traffic and reviews, as well as the complexity of understanding Amazon's advertising system and how to effectively market a product.

What is the significance of search volume when choosing keywords for a new product launch on Amazon?

Search volume is crucial because it indicates how many potential customers are searching for terms related to your product. High search volume keywords can drive more traffic and potential sales.

How does interest-based targeting on Amazon work?

Interest-based targeting allows you to advertise your product to customers who have shown interest in similar products or categories. This can be done by identifying the interests of your target audience and creating campaigns to reach them directly.

What is the importance of product reviews in the context of Amazon product launches?

Product reviews are important as they build trust with potential customers and can influence their purchasing decisions. A product with positive reviews is more likely to rank higher in search results and attract more sales.

Why should one not start with auto campaigns when launching a new product on Amazon?

Starting with auto campaigns is not recommended because Amazon may not fully understand your product, leading to irrelevant keywords and targeting. This could result in wasted ad spend and poor performance.

What is meant by 'search-based advertising' and 'interest-based advertising' on Amazon?

Search-based advertising targets customers who are actively searching for specific keywords related to your product. Interest-based advertising targets customers based on their interests and behaviors, even if they are not actively searching for a product.

What is the 'BPR system' mentioned in the video, and how does it relate to product launches on Amazon?

The BPR system stands for 'Brand Performance Research.' It involves using discovery, research, and performance phases to identify relevant keywords and target customers effectively, which is crucial for the success of a product launch on Amazon.

How can one ensure their product stands out in a competitive market on Amazon?

To stand out, one should focus on creating high-quality listings, optimizing for relevant keywords, and running targeted advertising campaigns. Additionally, monitoring and improving organic rankings and sales momentum are key.

What is the role of a 'brand attack' strategy in Amazon product launches?

A 'brand attack' strategy involves targeting competitors' branded keywords to appear in their search results. This can help capture potential customers who are considering similar products and direct them towards your product instead.

Why are videos important in Amazon advertising, and what should be the focus of the video content?

Videos are important for increasing visibility and engagement. The content should be appealing and informative, ideally capturing attention within the first few seconds and clearly showcasing the product's features and benefits.