3 TOP Amazon PPC Ad Strategies - Amazon Advertising Hacks
Summary
TLDRThis video unveils the top three Amazon advertising strategies currently in use, designed to boost business impact immediately. After refining over 140 brands, the presenter shares tactics for reducing wasted ad spend by identifying underperforming keywords, scaling profitable search terms, and optimizing campaign structure. A unique approach using Amazon's newly released 'Search Query Performance Report' is highlighted for gaining insights on keyword conversion rates and optimizing ad positions for increased sales without revealing the secret strategy kept for the video's climax.
Takeaways
- 🔍 The speaker reveals three Amazon advertising strategies that can be implemented immediately for business impact.
- 📉 The first strategy focuses on reducing ad spend waste by eliminating underperforming keywords, specifically in Auto broad phrase and expanded match types.
- 💰 A keyword is considered for removal if it spends more than 50% of the product's sale price with no sales, indicating a high ACoS (Ad Cost of Sale).
- 🚫 It's advised not to add negative keywords for exact and product targeting matches, as these can be managed by adjusting bids instead.
- 📈 The second strategy is about scaling successful elements by launching campaigns based on profitable search terms identified from the search term report.
- 🛠️ The speaker provides a tool to help automate the process of identifying profitable search terms and managing campaigns, reducing manual workload.
- 📝 Campaign structure is important; the recommended approach is one campaign with one ad group containing no more than five keywords to maintain performance.
- 💡 A minimum campaign budget of $100 is suggested, with the idea that increasing the budget on high-performing campaigns can lead to increased sales and profitability.
- 📊 The third strategy involves using a new Amazon feature, the search query performance report, which provides insights into keyword performance at a granular level.
- 🔑 The report shows the conversion rate for each keyword, which is crucial for understanding customer behavior and optimizing ad spend.
- 🛑 The speaker emphasizes the importance of not pausing successful keywords and instead focusing on optimizing or removing underperforming ones.
- 🔄 The process involves continuous testing and iteration, adjusting bids and budgets to find the optimal settings for each campaign.
Q & A
What are the three best Amazon advertising strategies mentioned in the video?
-The three best Amazon advertising strategies mentioned are: 1) Reducing wasted ad spend by identifying and negating underperforming keywords. 2) Scaling profitable search terms by launching campaigns based on them. 3) Utilizing the search query performance report to optimize campaigns.
How does the presenter suggest reducing ad spend on underperforming keywords?
-The presenter suggests reducing ad spend by downloading the search term report, filtering for keywords with high spend and no sales or high ACoS, and adding them as negatives in campaigns.
What is the recommended approach for filtering keywords with high ACoS?
-The recommended approach is to filter for keywords with an ACoS greater than a certain value, such as 85%, but only if they have a low number of orders and not generating significant sales.
How can one add negative keywords to Amazon campaigns efficiently?
-One can add negative keywords by manually entering them in the campaign manager or by using a macro tool provided by the presenter, which automates the process by uploading a sheet to Amazon in bulk.
Why should one launch campaigns based on profitable search terms?
-Launching campaigns based on profitable search terms helps to scale what is already working well, by focusing on keywords that have a low ACoS and are driving sales.
What is the recommended campaign structure for Amazon PPC according to the video?
-The recommended structure is one campaign with one ad group containing no more than five keywords to ensure even budget distribution and optimal performance.
Why is a minimum campaign budget of $100 suggested?
-A minimum campaign budget of $100 is suggested to allow for sufficient spend and sales data to analyze performance and make informed adjustments for optimization.
What is the search query performance report and how is it used in the strategy?
-The search query performance report is a tool in Amazon's Brand Analytics that shows keyword performance, including impressions, clicks, and conversions. It's used to identify keywords with high purchase share and low impression share to optimize campaigns.
How can one overlay the search query performance report with other data like Cerebro and the search term report?
-The presenter suggests using a custom macro tool that combines the search query performance report, Cerebro, and the search term report in one place for easier analysis and campaign optimization.
What is the significance of the 'click through rate' in the context of the search query performance report?
-A high click through rate indicates that people are interested in clicking on the listing from a specific keyword, suggesting relevance and potential for increased sales with better visibility.
Outlines
🚀 Optimizing Amazon PPC with Strategic Keyword Management
The speaker introduces three effective Amazon advertising strategies currently in use, emphasizing their immediate impact on business. These strategies are derived from experience with over 140 brands. The first strategy focuses on increasing Amazon profits by reducing ad spend on underperforming keywords. The process involves analyzing search term reports to identify and add non-converting keywords as negatives, specifically targeting auto broad phrase and expanded match types. The speaker provides criteria for identifying ineffective keywords and offers a tool to streamline the process of adding negative keywords to Amazon campaigns.
🌱 Scaling Profitable Campaigns with Targeted Search Terms
The second strategy revolves around scaling successful elements by launching campaigns based on profitable search terms identified from the search term report. The method includes setting a filter for acceptable AOS (Ad Cost of Sale) and identifying profitable search terms that are already converting well. The importance of campaign structure is highlighted, with a recommendation of one campaign per ad group and no more than five keywords to maintain optimal performance. The speaker also discusses the importance of not pausing high-performing keywords and the use of macros to automate campaign management, making the process more efficient.
📊 Leveraging the Search Query Performance Report for Strategic Insights
The final strategy introduces the use of Amazon's new Search Query Performance Report, accessible through Brand Analytics, to gain insights into keyword performance. The report provides a detailed view of each keyword's performance, including impressions, clicks, add-to-cart actions, and purchases. The speaker advises looking for keywords with a high purchase share but a low impression share, indicating high conversion potential. By overlaying this data with organic and sponsored rank data from Cerebro and ad spend from the search term report, one can identify opportunities to increase bids or launch new campaigns to improve visibility and sales for high-converting keywords.
Mindmap
Keywords
💡Amazon Advertising Strategies
💡Campaign Manager
💡Search Term Report
💡Auto Broad Phrase and Expanded
💡ACoS (Ad Cost of Sale)
💡Negative Keywords
💡Profitable Search Terms
💡Campaign Structure
💡Impressions, Clicks, Add to Cart, Purchases
💡Search Query Performance Report
💡Cerebro Report
Highlights
Revealing three best Amazon advertising strategies for immediate business impact.
Strategy one focuses on increasing Amazon profits by reducing ad spend on underperforming keywords.
Utilizing the search term report to identify and filter keywords with no sales despite spending.
Selecting only Auto broad phrase and expanded asent for keyword filtering to avoid affecting exact and product targeting.
Setting criteria for adding negative keywords based on high ad cost and no sales.
Using a macro to automate the process of adding negative keywords to Amazon campaigns.
Strategy two emphasizes scaling profitable search terms by launching campaigns based on high-converting keywords.
Identifying profitable search terms with low to moderate AOS and launching separate campaigns for them.
Checking match types to ensure new campaigns target profitable search terms not already in use.
Using a duplication macro to streamline the process of identifying and launching new campaigns.
Discussing the importance of campaign structure for optimizing ad performance.
Recommending a campaign structure of one campaign, one ad group, and no more than five keywords.
Highlighting the inefficiency of having too many keywords in a single ad group.
Strategy three introduces the use of the new search query performance report for optimizing ad campaigns.
Using the search query performance report to find keywords with high purchase share and low impression share.
Overlaying the search query performance report with other data sources for comprehensive analysis.
Identifying opportunities to increase ad spend and improve keyword ranking for better sales.
Providing a toolbox with macros to simplify the process of managing and optimizing Amazon PPC campaigns.
Encouraging viewers to subscribe for upcoming content on effective PPC management and Q4 strategies.
Transcripts
in this video I'm going to reveal the
three best Amazon advertising strategies
I've been using right now now these are
three strategies that you can Implement
in your business right now and they're
going to have an immediate impact and I
came up with these strategies after
working on my brand and 140 plus brands
that trivia manages right now and make
sure that you guys stay until the end
because I'm going to reveal my number
one Amazon PPC strategy that no one
really knows about and no one's actually
using and it's something that's actually
newer I mean Amazon just released this
feature so see till the end I'm going to
reveal everything and I'm going to share
with you something that's going to be a
game changer all right let's Dive Right
In number one my first strategy
obviously you want to increase profits
on Amazon by reducing wasted ad spend
and this strategy revolves around
reducing keywords that are
underperforming here's what you're going
to do you're going to go into campaign
manager go to reports you're going to
download the search term report for the
last 30 days once you download the
search ter report you're going to
highlight everything filter and then
you're going to sort and filter now
there's two types of filters that I want
you to do the first one is going to be
spend and no sales and the second one is
going to be high echos now before doing
anything you want to make sure that you
only only Select Auto broad phrase and
expanded asent you don't want exact and
product targeting because exact and
product targeting are individual
keywords so you can just lower the bids
or pause them you don't need to add any
negatives all right so first criteria
spending no sales for me I consider
anything above 50% of my product sale
price and no sales that's too much cuz
think about it let's say that my product
is $30 and I spend $15 with no sales if
I spend the $16 that means that my echos
is going to be over 50% that's already
not that profitable for me so that
keyword has spent enough money without
generating sales that now I want to add
it as a negative so pretty simply I'm
going to go to orders and set that to
zero in the filter and then I'm going to
go to spend and set it to greater than
$14 and that's going to show me all of
the keywords in Auto broad phrase and
expanded Asin that have spent more than
$15 and no sales I'm going to highlight
everything in yellow right so it's easy
for me to find then I'm going to do the
other filter where basically orders and
sales can be anything but achos is going
to be greater than a certain value so
for me maybe greater than 85% AOS that's
pretty pretty high that's not going to
be profitable however I want you to make
sure that you are not selecting any
keywords with a lot of sales so if it
has 85 100 120% AOS but it's generating
a lot of sales you don't want to
negative those keywords at least not yet
because they could end up killing your
sales so what you want to do is mainly
select keywords that have 1 two three or
four orders and not generating that much
sales and as a result the AOS is too
high so again you're going to highlight
all of those in yellow then you're going
to highlight everything and you're going
to only show the things that you're
highlighting in yellow then from there
there's two ways that you can add them
as negatives the first way is pretty
simple right you can go into campaign
manager open each campaign you're
looking at the campaign and then you
copy that keyword and you add it as a
negative in that campaign it's pretty
simple you can do it right in campaign
manager the other way is to utilize a
sheet with a macro where you basically
can input all of that information and
then it's going to spit out another
sheet that you can just upload to Amazon
in the bulk sheets now I added the link
in the description to make your life
easy all you have to do is click on the
link in the description opt in you're
going to get access to my toolbox it's
going to have all of my tools one of
them is the negative macro use that
negatives macro by putting in criteria
and it's automatically going to create
that sheet that you can upload straight
to Amazon making your life super easy
strategy number two to scale things that
are already working so doubling down on
things that are working aka launching
campaigns based on profitable Search
terms so we've utilized the search term
report to identify wasted spend and
keywords that weren't converting
properly now we want to find Search
terms that are converting very very well
the exact same thing as finding those
keywords is adding as negatives you're
going to highlight everything and then
you're going to set a criteria based on
your AOS so let's say between 1 to 20%
AOS the reason I say one is because you
can't set zero so maybe you want to do
like 0.1 to 20% or 0.1 to 30% AOS those
are keywords that you want to launch in
their own campaigns so again you're
going to go into the filters and you're
going to click on the filter for AOS set
it between 0.1 to 20% and it's going to
show you all of those keywords between
0.1 to 20% you can highlight them in
green the next step is you have to
identify in which match types those
keywords are already running or those
Search terms are are already running cuz
keywords and Search terms are a little
bit different Search terms are keywords
that showed up when you're like
targeting you know different keywords
keywords are keywords that were actually
targeting so let's say I have the
keyword electrolyte powder in broad that
means it's triggering for electrolyte
supplement electrolyte powder with no
sugar electrolyte powder for women all
of these different keywords and if I
find a search term like electroly
supplement that was profitable and I
want to figure out should I launch it
yes or no the first thing I have to do
is check do I already have it launched
in any of the different match types
because I might have it launched as
exact but not as broad or phrase so I
would take that search term and launch
it in the other match types Broad and
phrase so I can have broad phrase and
exact because Remember Broad and phrase
and exact will perform very differently
broad is like a bunch of keywords 50
different keywords that are running at
different times phrase is like 20
different keywords and exact is one
individual keyword and their
performances are completely different so
you can have a very bad performance in
exact an amazing performance in Broad or
a very bad performance inroad and
amazing performance in exact there's no
rules to this you have to test every
single time cool so there's two ways to
do this obviously there's a manual way
where you're going to download your bul
sheet you're going to take that keyword
and you're going to do control find and
find where you have that keyword in your
bulk sheet if you have it in a certain
match type then you're not going to
launch it if you don't have it in any
match type you can launch it in those
match types if you have it in one match
type but not the other you can launch it
in the other match type or again you can
use my D duplication macro which again
is in the link in the toolbox all you
have to do is put your search term
report your bulk sheet set the criteria
1 to 20% achos whatever click a button
and it's going to pop up and show you
these are the different keywords that
you have between this criteria that
you're not already targeting again I had
to do all of this stuff the hard way so
that's why I have all of these macros
and I'm sharing it with you because it
was painful for me to do it initially
manually but you don't have to do this I
already paid a developer to create a
macro so you guys can have access to
[Music]
it all right guys clearly I'm not the
same Mina we had some technical
difficulties with the mic anyways let's
move on so I want to talk about campaign
structure it's very important to discuss
campaign structure because different
campaign structures can affect the
performance of your campaigns so when
you're launching these campaigns the way
I like to do it is one campaign one ad
group and no more than five keywords the
reason I don't do any more than five
keywords is because I've noticed that
after five keywords there's a
significant drop off in The Impressions
spend and sales that the keywords get
and this makes sense right because
Amazon's algorithm is optimizing to get
you the most amount of sales when you
make sales they make money obviously
right the fulfillment fee the referral
fee all that kind of stuff so you'll
notice when you jump into campaigns
let's say campaigns where you have 20
keywords or whatever you'll start
looking at the spend and the sales per
keyword from the highest to the lowest
and so the first five will have some
decent spend and sales and then they
just start dying down dying down and
then the bottom there's no spend no
sales there's no point of those keywords
being in that campaign and think about
it those keywords at the bottom they
could be longtail very profitable Search
terms that if you had them in their own
campaigns yeah maybe they're not
converting you know 30 50 sales a month
maybe it's five or 10 sales a month but
they're very profitable so when you
stack them up you end up having a lot of
keywords with a few sales here a few
sales there but very profitably and you
can audit your own campaigns just go
into all of the campaigns open up the ad
groups and then sort by sales and
anything that hasn't driven sales in the
last you know 30 to 60 days what's the
point of it even being in there right
there's no point so just pause them move
them to their own campaigns never move a
keyword that's working so if you have
one keyword that's working and then 100
that's not working don't pause the one
that's working to put it in its own
campaign pause everything else that's
not working if something is working
never touch it now why do I do one ad
group instead of multiple ad groups what
you'll notice is when you launch
multiple ad groups the budget will spit
unevenly let's say you have a $100
budget this one will have 55 this one
will have 45 this one have 80 this one
will have 20 it doesn't make any sense I
don't know why I haven't figured out why
but because we don't have control and I
hope that one day Amazon allows us to
set ad group level budgets so it can
have one campaign with like 20 ad groups
and all these different budgets for each
one and everything is optimizing and
clean nicely but until then we have to
use that structure of one campaign one
ad group and then five keywords so the
ad group has all of the budget flowing
through it and not to bunch of different
other AD groups unevenly all that kind
of stuff now let's talk about minimum
campaign budget at least $100 when
you're launching campaigns I like to
start with $100 now you're not going to
spend all the $100 depending on your
bids so if you have very high bids yeah
you're going to spend all $100 but if
you start with low bids and work your
way up you're not going to spend the
$100 and I like to start low and inch my
way up and here's what I've noticed
let's say you have campaigns that are
performing well razis 5x 6X 7x whatever
you know some good Ras if you increase
the budget even if you're not spending
the entire budget every single day
you're sales and your spend will go up
and you'll make more profitable sales
now this is a bonus hack that I'm going
to leave right here go to your campaign
manager sort by Ras highs to lows look
at your budgets and look at the spend so
let's say you have a $100 budget and
it's like spending $35 a day take that
100 make it 200 300 400 what you'll
notice is that $35 a day might go up to
70 80 100 and you'll maintain that good
roas now it's crazy I don't know why
Amazon wouldn't spend all of your budget
and then they end up just spending a
little bit of it and now you have to
increase your budget so they can spend
more when they could have just spent all
of the budget all at once you know but
anyways that's how Amazon works and we
just got to roll with it now here's my
third and final tip this is the best tip
this is something new and it's because
Amazon just rolled out a new report that
not a lot of people are using it's the
search query performance report now
here's how I use it for those of you who
don't know what the search quer
performance report is you can access
this through brand analytics now if you
don't have brand registry you're not
going to have brand analytics so make
sure that you have brand registry now go
into the menu and then go to brand and
then brand analytics click on that it
should automatically open up the search
Square performance report when you're in
there I like to select the search career
performance report by as right don't
like to look at the whole brand at once
I want to see per as cuz each as is
individual now in that search queer
performance report here's what you can
find you're going to find all of the
keywords that people are seeing you with
and or coming into your listing with so
all of the different keywords that
you're indexed and ranking for the
search volume of those keywords how many
total Impressions those keywords are
getting per month and what percentage of
those impressions are you getting what
percentages of the clicks of those
keywords are you getting what
percentages of the at to cart you're
getting and the percentage of the
purchases that you're getting so you can
literally see the funnel Impressions
clicks at to carts purchases and you can
see what percentage you're getting of
the number of people that come into the
listing you know that you're converting
on so you can actually see conversion
rate on a keyword level for each keyword
this is paid and organic combined now
this is obviously very incredibly
valuable because you understand the
behavior of people through each and
every keyword instead of just seeing
them all at once and it's not like you
know PPC where you're only looking at
PPC results and we know that PPC results
are are a little bit off right because
they impact organic this is on like a
total level so what I'm looking for is
keywords with a high purchase share and
a low impression share so what does that
mean out of the people that come into
the listing from a certain keyword there
is a high percentage of them that
convert on that keyword but out of the
total impressions of that keyword I only
have a small percent so let's say the
keyword gets a million impressions I'm
getting 1% of that and out of that 1%
I'm converting like 15 or 16% that's
very very good because out of the people
that come into the listing a lot of them
are converting so all all I have to do
to get a lot more sales is just to show
up way more for that keyword get more
Impressions a bigger impression share
and then more Click Share obviously it's
very important to look at the Click
Share and the click threate of that
keyword because if you're getting a lot
of Click through it like a high click
threate it means people are coming into
your listing from that keyword they want
to click on your listing this is like
yeah I searched the search term this is
a very relevant product that's what it
means anyway so now that I have a high
conversion share and low impression
share what I'm going to do is I'm going
to Overlay the cerebro report so I'm
going to download cerebro and that's
going to give me my organic and
sponsored Rank and then one more step
further I'm going to Overlay search term
report I'm going to take all of my
Search terms and the spend on all of
those Search terms so now I have all of
the keywords the search volume on Amazon
my organic rank my sponsored rank my ad
spend and then my impression share my
Click Share My at to card share and my
conversion share I'm going to quickly
sort by conversion share so highest to
lowest conversion share then I'm going
to look for keywords where I have a low
sponsored Rank and a low organic rank
that means that my position is not
optimized I could be way higher I'm also
going to look at my impression share
make sure that my impression share is
low and if that's the case all I have to
do is either increase the bids increase
my position increase the spend on that
keyword or if I don't have a sponsored
rank because I'm not targeting that
keyword in a campaign I'm going to
launch it in its own campaign increase
the bids increase the budgets you know
show up higher and higher for that
keyword my impression share is going to
grow and as a result I'm expecting that
I'm going to get more sales out of that
keyword now this is not a guarantee but
obviously like anything Amazon has a lot
of iteration so we're going to test a
lot of different things if it works
great if it doesn't you know bring it
back down scale down the bids no problem
and obviously I know you're wondering
how do you overlay the search scre
performance report and cerebro and the
search St report again in the toolbox I
have my macro for that so I worked with
the developer i Custom developed it it's
very very simple you're just going to
add the search quer performance report
in one tab cerebro in one tab the search
term report in one Tab and then click a
button and it's going to combine
everything you have to do the Sorting
obviously you have to dig through the
data but it combines everything in one
place for you now guys I know that PPC
can be a lot a lot lot of optimizing
bids optimizing budgets launching
campaigns doing this doing that I
created a video I'm going to link it
right here it's how to effectively
manage your PPC this is basically how to
do it in a very optimized way like you
don't have to spend hours and hours a
day doing it I used to spend hours every
single day doing every single thing
manually I created systems and processes
you can just follow my way do it 10
times faster so make sure to check out
that video and I'm about to release a
killer video on Q4 you don't want to
miss this so make sure that you
subscribe to get that video all right
I'll see you guys in the next video
[Music]
Посмотреть больше похожих видео
Everything You Need To Know About Search Term Reports
The Best Google Ads Strategy For Beginners in 2024
You’ll Get On 1st Page On Amazon After This Video (Rank #1)
How to 2x your Amazon sales
Checking Amazon Ad Campaigns Performance - How to Audit Your PPC Advertising
How to Fill in The 7 Backend Keywords on KDP for Maximum Sales (Most Do it Wrong)
5.0 / 5 (0 votes)