Checking Amazon Ad Campaigns Performance - How to Audit Your PPC Advertising
Summary
TLDRThe transcript covers an Amazon seller marketing audit, analyzing account health metrics, campaign structures, wasted ad spend, seasonality trends, competitor research, search term optimization, negative keywords, placements, keyword harvesting, sponsored brands, sponsored display, external traffic, and recommendations for improvement.
Takeaways
- 😊 They perform over 100 different audits per month on Amazon seller accounts
- 📊 They analyze account health metrics like campaign quality, ad types used, bid structure, etc. to calculate an overall score
- 🔍 They closely analyze search term reports to identify high cost low performing keywords
- 🚫 They recommend adding negative keywords to campaigns to reduce wasted spend
- 📈 They analyze overall market trends on Google Trends to understand seasonality and growth
- 🔎 They recommend being more structured with placements to tightly control and optimize campaigns
- 🆕 They advise setting up a separate campaign to harvest new keywords and drive search volume
- 🎥 They recommend launching Sponsored Brands campaigns and creating branded video content
- 👀 They stress the importance of testing different ad placements to find high performers
- 📊 They emphasize the need to closely analyze campaign analytics and performance data
Q & A
What type of agency is Profit Fails and what is their focus?
-Profit Fails is a full service marketing agency focusing on external and internal traffic for Amazon sellers.
What is the 'score' mentioned that evaluates the health and opportunities in a seller's account?
-It is a calculated score based on various metrics like campaign quality, number of ad types used, bid structure, presence of harvesting campaigns etc. It summarizes the opportunities in the seller's account.
What issue can arise from having duplicate keywords across multiple campaigns?
-Duplicate keywords across campaigns compete against themselves making it difficult to control and optimize bids. It also does not help improve organic rankings.
Why is checking general trends over time important for an Amazon seller?
-It helps understand seasonality, market dynamics and growth trends. This guides planning for driving external traffic.
What are the two main focuses suggested for Sponsored Products campaigns?
-1. Identifying and removing wasted spend from irrelevant or duplicate keywords. 2. Structuring campaigns for better control, lower costs, and increased sales.
Why should placements be closely managed with keywords in Sponsored Product campaigns?
-To ensure tight control on relevant keywords for getting better ad positions and taking sales away from competitors.
What is the importance of having Sponsored Brands and Display campaigns?
-They help establish brand recognition and allow testing different interests to understand the target audience better.
Why is it important to not lose ad placements for best selling items?
-Losing top ad placements can negatively impact sales volume for best selling products.
What external traffic sources are suggested?
-The video mentions planning for driving external traffic but does not explicitly name sources. This is likely referring to non-Amazon platforms.
What call to action does the video end with?
-It asks viewers to subscribe, like the video, comment and contact them with any questions.
Outlines
🚀 Amazon Seller Account Optimization
This paragraph outlines the services offered by Profit Fails, a full-service marketing agency specializing in both external and internal traffic to optimize Amazon seller accounts. The agency conducts over 100 audits monthly, providing a roadmap for clients to enhance their accounts. The audit process identifies opportunities within Amazon and externally, focusing on improving brand visibility and sales. A unique scoring system is utilized to assess the health of an account based on various metrics, including campaign quality, ad types, bid structure, and more. It emphasizes the importance of analyzing search term reports to identify wasteful spending on high-cost keywords with no returns. The paragraph also highlights the strategy of optimizing sponsored product campaigns, the necessity of understanding market trends through tools like Google Trends, and the critical role of structured keyword and ad placement management in achieving efficient ad spending and enhancing organic results.
🔍 Advanced Keyword and Ad Placement Strategies
The focus of this paragraph is on refining keyword and ad placement strategies to maximize sales and reduce wasted ad spend. It advises on structuring campaigns to ensure precise control over keyword placements, aiming to outperform competitors and secure additional sales. The recommendation includes limiting the number of keywords per ad group and adopting a manual approach to placements for better control. Additionally, it stresses the importance of harvesting new keywords to continually refine and improve campaign performance. The discussion extends to sponsored brands and display ads, emphasizing the necessity of utilizing these tools for brand recognition and targeting specific audiences based on interests. It concludes by urging viewers to engage with the content through likes, comments, and contacting the agency for further assistance, highlighting the importance of proactive campaign management and optimization for success on Amazon.
Mindmap
Keywords
💡audit
💡account health score
💡wasted ad spend
💡duplicates
💡negative keywords
💡placements
💡harvesting campaign
💡sponsored brands
💡interest targeting
💡external traffic
Highlights
Profit Fails is a full-service marketing agency focusing on both external and internal traffic for Amazon sellers.
The agency performs over 100 different audits per month for Amazon sellers, identifying opportunities on and off Amazon.
A unique scoring system is set up for sellers to evaluate the health and opportunities within their Amazon accounts.
The score is calculated based on metrics such as campaign quality, ad types used, bid structure, and presence of harvesting campaigns.
Analysis of search term reports to identify high-cost keywords and optimize ad spend.
Sponsored products campaigns are closely examined, including keyword use and campaign structure.
The agency highlights the issue of duplicate keywords across campaigns, making it difficult to control and optimize.
General market trends and competitor analysis are recommended, including the use of Google Trends.
The importance of structured work with ad placements to gain traffic and sales from competitors.
Advises on the necessity of creating specific campaigns for keyword harvesting to improve sales.
Emphasizes the significance of sponsored brands and display campaigns for brand visibility and audience engagement.
Highlights the need for brand registry and investing in video content for brand campaigns.
Suggests testing audience interests through sponsored display campaigns for deeper insights.
Ad placement strategies are crucial for maintaining or achieving bestseller status.
Encourages engagement with their content through subscription, likes, and comments for further assistance.
Transcripts
[Music]
we spend tons of time speaking and
working inside the different amazon
sellers account we perform more than 100
different audits per month and now i
guess this would be great for you to
know this roadmap and journey that's all
our clients get in and i guess you will
have a chance manually to perform all
these changes or maybe to see the real
picture that you have inside your
account so let's start as i have
mentioned before the profit fails is the
full service marketing agency and we are
focusing on the external and internal
traffic so according to the audit we
will see all your opportunities that you
have on amazon and out of amazon and i
guess that could be one of the most pain
points for you now because when we are
speaking about your brand of course we
will go inside your account we will set
up a score that score of like the health
of the opportunities that you will have
inside your account right right now like
real your score according to this course
we calculate this query based on the
different metrics that could be a
quality of your campaigns the number of
ways do you use like all the ad types
what about your beat structure what
about your harvesting campaigns do you
have them or not and variety of
different other indicators
i guess for you that will be a great
idea to understand why people like
searching for that
do they want to find out something like
bad and i guess for you that could be a
wasted spent because we spent a lot of
time on that we go into your search term
reports we check the high outcost
keywords
all things of that could be optimized
because we will download this report
during the last 60 days of course that
could be done so you spend like more
than 60 days working on these keywords
right now and
what is next yeah you will continue
spending like for what reasons just
overspent no no reason to do the same
for the keywords that got a lot of
clicks but zero sales you also could see
and catch them inside your search term
reports after that we will glow closely
into these sponsored products campaigns
i would like to see what exactly you
have in the case of the product
campaigns in the case of the keywords
that you are using do you have any
specific for example exact campaigns but
in most of the cases you will use the
structure of the exact phrase and broad
and you will use inside all these ad
groups the same keywords there is the
problem because we will speak from the
point when you have a lot of campaigns a
lot of same keywords that is competing
with themselves in the case of the beats
you couldn't control them or optimize
because if you will pause one
the same keywords will start working in
other campaign you will pause another
they will start working on other
campaigns so there's difficult to
control difficult to measure and one of
the main pain points there is that you
do not influence and you do not improve
your organic results so the next thing
and i would like i guess it's like much
important for you it's to check the
general trends remember that your
products are not selling only on amazon
you have a lot of competitors and you
have a lot of other search platform that
people would like to ask to see or
research your specific product i would
recommend you to go for example and to
check the google trends and to see what
about your seasonality what about your
like dynamic inside your market is it
growing or not in the case of the one
year or maybe five years this
understanding will give it to you the
main idea how do you work with the
external traffic things because now
amazon checking your activities amazon
checking all your external things as
like additional websites that could
provide you with the traffic but that is
important for you to understand where
are you grabbing and getting all these
traffic insights you will have we have a
lot of different tools that could help
you to understand is it working or not
where to check or not and after that you
will have a chance to grow and to scale
if we will come back into the search
product campaigns you will see that we
closely work with the two main parts
first as i have named as the wasted
spent that could happen because you do
not have any right negative keywords and
you have a lot of duplicates you will
have a chance to delete them you will
have a chance to post them and of course
if you have found them just add as the
negative exact or negative phrase to
most of your keywords most of the
campaigns that right now working you
should avoid these parts and i guess
that is not a good deal that you should
have inside your account and two main
last points in the case of the sponsored
products i guess that is important for
you to know that
most of the people they miss working
with the placements
and that could happen because you have a
bunch of different campaign keyword
tools yeah for example you have a ten
thousands of different campaign tools
you see that they are like everything is
performing well you couldn't control
them manually you use a lot of softwares
to control but
what is the impact from that yeah like
what is the reason for that we recommend
you to be more structured in these
things because working with the
placements you should work exactly with
the keywords well you sure that you
could control them and grab a lot of
traffic you should be sure that you are
fighting for getting some additional
positions and you will have a chance to
grab some sales from your competitors
yeah you will be like eight one on top
of one in case of the search results so
we recommend you to work on that or keep
an eye are you correctly working because
some people they have a ad group with
for example 80 different keywords and
they set up replacements that is not
correct because some of the keywords
they will you will just double or triple
your b that you have inside and they
will just overspend in a huge shackles
like what is the reason for that the
best practice is get one keyword one
campaign for a few of them up to 10 and
control them manually manually in case
of placements and be sure that you have
enough expertise working on that and the
last point here is like how do you
harvest all your keywords how do you get
new keywords into your accounts we
recommend you to create a specific
campaign for that we recommend like you
could check our previous video in the
case of the after negative campaigns
that we like use right and all the
things that will help you to increase
your search terms inside your search
term reports and add them into your
account add the specific keywords that
could boost and improve your sales if we
will go deeper into the main
understanding of the sponsored brands
and sponsored display we have the same
problem in the case of this structure
right now
as we have mentioned inside the sponsor
products that could be somehow like the
different but i would like to
for you to understand that if you do not
have any sponsor brands that is the
problem you should have you should
launch it if you do not have a brand
registry you should do that you should
launch these campaigns you should invest
into the video that you should create
and you should start working as the
brand after that you will also go into
the sponsor display because here is the
main opportunity for you to test and to
understand your audience not exactly in
the case of the other competitors but in
the case of the interest right all these
interest parts for you that is the main
understanding how everything is
performing how everything is working and
if you will lose some ad placements for
you that could be a huge problem because
you're fighting for getting a bestseller
or keeping your best seller so keep an
eye that you have enough enabled
campaigns you control most of the ad
placements you test them you have a lot
of analytics above to you right and you
will have a chance to like control
everything around after that of course
we will go to you with the dsp will go
into the external traffic and all other
activities but right now i would
absolutely recommend you just to
subscribe like our video and comment all
the things that you have in your head so
contact us if you have any questions
contacts below the video
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