3 TOP Amazon PPC Ad Strategies - Amazon Advertising Hacks

Summary

This 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

00:00

🚀 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.

05:01

🌱 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.

10:03

📊 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.

Keywords

💡Amazon Advertising Strategies

Amazon Advertising Strategies refer to the various tactics and methods used to promote products on the Amazon marketplace. In the video, the speaker discusses three specific strategies that have been effective for their brand and others they manage. These strategies are aimed at increasing visibility, reducing wasted ad spend, and leveraging profitable search terms.

💡Campaign Manager

The Campaign Manager is a feature within Amazon's advertising platform that allows sellers to manage and optimize their ad campaigns. The script mentions using the Campaign Manager to access reports, which are crucial for identifying underperforming keywords and making informed decisions about ad spend.

💡Search Term Report

A Search Term Report is a detailed analysis of the keywords that customers used to find a product on Amazon. In the script, the speaker instructs viewers to download this report to identify both underperforming and high-performing search terms, which can then be used to refine ad campaigns.

💡Auto Broad Phrase and Expanded

Auto Broad Phrase and Expanded are types of keyword matching options in Amazon advertising. The speaker advises selecting these specific match types when identifying keywords to add as negatives because they encompass a broader range of search terms, which can be more efficiently managed by adding them as negatives to prevent wasted ad spend.

💡ACoS (Ad Cost of Sale)

ACoS is a metric used to measure the efficiency of advertising campaigns, calculated by dividing the cost of advertising by the sales generated from those ads. The video discusses setting thresholds for ACoS to determine which keywords are underperforming and should be added as negative keywords to improve ad performance.

💡Negative Keywords

Negative keywords are terms that are excluded from an advertising campaign to prevent the ad from showing up for irrelevant searches. The script explains how to identify and add negative keywords based on underperforming search terms to reduce wasted ad spend.

💡Profitable Search Terms

Profitable Search Terms are specific keywords or phrases that, when targeted in an ad campaign, generate sales at a lower cost than they produce in revenue. The video encourages identifying these terms using the Search Term Report and then creating new campaigns around them to capitalize on their profitability.

💡Campaign Structure

Campaign Structure refers to the organization of ad campaigns within Amazon's advertising platform. The speaker recommends a structure of one campaign with one ad group containing no more than five keywords to ensure even distribution of budget and optimization of ad performance.

💡Impressions, Clicks, Add to Cart, Purchases

Impressions, Clicks, Add to Cart, and Purchases are stages of the customer funnel in e-commerce advertising. The script discusses analyzing these metrics on a keyword level using the Search Query Performance Report to understand customer behavior and optimize ad campaigns for better conversion rates.

💡Search Query Performance Report

The Search Query Performance Report is a tool within Amazon's Brand Analytics that provides insights into how customers are finding and interacting with a product listing through various search terms. The video describes using this report to identify high-converting keywords with low impression share, indicating an opportunity for increased sales by improving the product's visibility for those terms.

💡Cerebro Report

The Cerebro Report is a third-party tool that provides data on organic and sponsored ranks for products on Amazon. In the script, the speaker mentions overlaying this report with the Search Query Performance Report to identify opportunities for improving ad campaigns by increasing bids or launching new campaigns for underperforming but high-converting keywords.

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]