Easy Amazon PPC Tutorial 2022 - Amazon PPC Management & ACOS Optimization Strategy 2022

Summary

This video script offers a comprehensive guide on Pay-Per-Click (PPC) optimization for Amazon campaigns. It instructs viewers to generate ad reports after running campaigns for at least two weeks and use insights from these reports to refine keyword strategies. The script emphasizes the importance of Amazon's 48-hour data processing time and demonstrates how to create reports, analyze key metrics like click-through rate and cost per click, and adjust campaigns accordingly. It also advises on when to pause or double down on campaigns, with the ultimate goal of reducing advertising costs of sale (ACOS) and improving organic rankings.

Takeaways

• 📈 Optimize PPC campaigns by generating ad reports and creating insights to identify specific keywords and campaigns to focus on or pause.
• 🔍 Ensure campaigns have been running for at least two weeks for sufficient data analysis, with a 48-hour data processing time considered.
• 📊 Generate reports from Seller Central by selecting Sponsored Products, Search Term, and setting the time unit to summary for the past 48 hours.
• 🎨 Use color-coding to differentiate between broad, automatic, and exact match campaigns for easier analysis.
• 🔑 Understand key metrics such as keyword, customer search term, impressions, clicks, click-through rate, cost per click, spend, and 7-day sales.
• 🛒 Focus on keywords that convert and bring more clicks and sales to raise organic ranking while reducing ad spend on underperforming keywords.
• 📉 Calculate Advertising Cost of Sale (A COS) by dividing ad spend by sales and multiplying by 100 to understand the percentage of sale price spent on ads.
• 📝 Evaluate campaigns by looking at sales, click-through rates, and A COS, keeping high-performing keywords and adjusting bids for underperformers.
• 💰 Recognize the importance of reviews in conversion rates and adjust strategies accordingly to improve A COS as reviews accumulate.
• 🚫 Pause rather than delete campaigns to retain keyword indexing, which may help in the long run.
• 🌟 Prioritize exact match campaigns as they are most likely to convert, and adjust bids based on performance and review count.

Q & A

What is the main focus of the video script?

The main focus of the video script is on PPC (Pay-Per-Click) optimization for Amazon advertising campaigns. It covers generating ad reports, creating insights, choosing specific keywords, and deciding which campaigns to pause or double down on.

How long should campaigns have been running before optimizing?

Campaigns should have been running for at least two to four weeks before optimizing. The longer they run, the more data is available for analysis, which is beneficial for making informed decisions.

Why is it important to consider a 48-hour processing time when looking at PPC data?

Amazon has a 48-hour processing time on data, so looking at PPC data from the current day or the previous day would not be accurate. To ensure consistent and accurate data, reports should be generated with end dates at least two days prior.

What are the key components to consider when evaluating keywords in a PPC campaign?

Key components to consider when evaluating keywords include click-through rate (CTR), cost per click (CPC), spend, seven-day sales, and advertising cost of sale (ACOS). These metrics help determine which keywords are performing well and which ones need optimization.

What is the significance of the 'customer search term' in the PPC report?

The 'customer search term' is significant because it shows the actual terms that customers typed into Amazon before clicking on the ad. This can differ from the keyword set by the advertiser, especially in broad campaigns, and provides insights into potential new keywords to target.

How does the 'impressions' metric in PPC differ from 'clicks'?

Impressions refer to every instance where an ad is displayed, regardless of whether it was clicked or not. Clicks, on the other hand, specifically refer to instances where a customer clicked on the ad. Impressions indicate the potential reach of an ad, while clicks show actual user engagement.

What is the purpose of calculating ACOS in a PPC campaign?

ACOS (Advertising Cost of Sale) is calculated to determine the percentage of the sale price that is spent on advertising to make a sale. It helps in understanding the efficiency of ad spend and ensuring that the profit margin is maintained.

Why is it recommended to pause a campaign instead of deleting it?

Pausing a campaign is recommended over deleting it because there is a theory that pausing retains more keyword indexing. This can be beneficial for future optimization efforts and maintaining the campaign's performance history.

What is the strategy for handling keywords that are performing poorly in an exact match campaign?

For poorly performing keywords in an exact match campaign, the strategy is to mark them yellow for review, reduce the bid slightly to avoid high ACOS, and potentially retest them later when more reviews are available to improve the product's social proof.

How does the script suggest balancing high ACOS with organic sales?

The script suggests that as organic sales increase due to improved click-through rates and more reviews, the overall ACOS can be reduced. Organic sales made through the product listing, rather than through ads, are at full profit, which helps balance out the higher ACOS from PPC campaigns.

Outlines

00:00

📈 PPC Optimization and Campaign Management

This paragraph introduces the topic of PPC optimization, focusing on refining ad campaigns that were previously set up. The speaker advises that campaigns should have been running for at least two weeks to gather sufficient data, emphasizing the importance of waiting for Amazon's 48-hour data processing period. The process involves generating ad reports, analyzing keywords, and deciding which campaigns to continue or pause based on performance. The speaker guides viewers on how to access and create reports in Seller Central, highlighting the need for accurate and consistent data by ensuring reports cover a period that ends at least two days prior.

05:00

📊 Analyzing PPC Reports for Insights

The speaker explains how to analyze PPC reports to extract valuable insights. They discuss the importance of identifying the relationship between keywords, search terms, impressions, and clicks, and how these metrics can inform ad optimization. The paragraph delves into various report columns, such as keyword, customer search term, impressions, clicks, click-through rate, cost per click, spend, seven-day sales, and advertising cost of sale (A COS). The explanation clarifies the significance of each metric and how they contribute to understanding ad performance, with a focus on optimizing ad spend to improve conversion rates and reduce wastage.

10:02

🔍 Evaluating Keyword Performance in PPC Campaigns

This section focuses on evaluating the performance of keywords in both broad and automatic campaigns. The speaker discusses the importance of looking at sales, click-through rates, and impressions to determine the effectiveness of keywords. They highlight the need to retain keywords with high click-through rates and sales, even if the product has low reviews, as these can convert well once the product gains social proof. The speaker also advises on how to handle poor-performing keywords, suggesting marking them for further testing or removal, depending on their performance.

15:03

🎯 Prioritizing High-Performing Keywords in Exact Match Campaigns

The speaker emphasizes the importance of focusing on exact match campaigns, where the keyword used in the campaign exactly matches the customer's search term. They discuss the strategy of being lenient with exact match keywords due to their potential for high performance, even if they haven't converted well in the initial testing period. The paragraph outlines a process for marking high-performing keywords in green to keep and yellow to monitor or adjust bids, with the goal of optimizing the campaign for better sales and click-through rates as reviews accumulate.

20:04

🛠️ Optimizing PPC Campaigns for Long-Term Success

The final paragraph discusses the outcomes and actions to take after evaluating the PPC campaigns. The speaker suggests three possible scenarios: continuing to gather data if insufficient, fully optimizing the campaigns by moving successful broad and automatic keywords into exact match campaigns, or maintaining a profitable automatic campaign alongside the optimization. The focus is on aggressively bidding on exact match keywords to gain clicks, sales, and reviews, which in turn will lower the advertising cost of sale (A COS) and improve organic ranking. The speaker also encourages continuous evaluation of keyword performance and adjusting bids accordingly.

Keywords

💡PPC Optimization

PPC Optimization refers to the process of improving the performance and efficiency of pay-per-click advertising campaigns. In the video's context, it involves analyzing ad reports, identifying high-performing keywords, and adjusting campaigns to focus on those terms. The goal is to reduce waste and increase the return on ad spend. The script mentions generating ad reports and creating insights from them to optimize campaigns.

💡Campaign Manager

The Campaign Manager is a tool within Amazon's Seller Central where advertisers can manage their PPC campaigns. In the script, it is used to access advertising reports and create new ones. It is a central place for organizing and evaluating the performance of different ad campaigns.

💡Advertising Reports

Advertising reports are data summaries that provide insights into the performance of PPC campaigns. They include metrics like clicks, impressions, and sales generated by specific keywords or ad groups. The script emphasizes the importance of generating these reports with data at least two days old to account for Amazon's data processing time.

💡Search Term

A search term is the keyword or phrase that a customer types into Amazon's search bar. In the context of PPC, understanding search terms is crucial for optimizing campaigns because it reveals what customers are searching for when they find and click on ads. The script explains how customer search terms can differ from the keywords advertisers set up.

💡Impressions

Impressions refer to the number of times an ad is displayed, regardless of whether it is clicked or not. In the video, impressions are used as a metric to evaluate the visibility of ads and to calculate the click-through rate, which is an important performance indicator.

💡Clicks

Clicks represent the number of times a customer clicks on an ad. The script discusses the importance of analyzing clicks in relation to impressions to determine the effectiveness of ad keywords and to calculate the click-through rate.

💡Click-Through Rate (CTR)

Click-Through Rate (CTR) is the percentage of impressions that result in clicks. It is a key metric for measuring the success of PPC ads. The script uses CTR to evaluate the performance of different keywords and to identify which ones are attracting the most customer interest.

💡Cost Per Click (CPC)

Cost Per Click (CPC) is the amount an advertiser pays each time a user clicks on their ad. The script explains that CPC is important because it shows the actual cost of acquiring a click through an ad, which can be lower than the initial bid due to Amazon's dynamic bidding system.

💡Advertising Cost of Sale (ACoS)

Advertising Cost of Sale (ACoS) is the ratio of ad spend to sales revenue, expressed as a percentage. It shows how much of the sale price is being spent on advertising to make a sale. The script discusses ACoS as a critical metric for determining the profitability of PPC campaigns and how it relates to profit margins.

💡Broad Match

Broad Match is a type of keyword matching in PPC where Amazon can show ads for related search terms in addition to the exact keyword entered by the advertiser. The script mentions that broad match campaigns can reveal additional keywords that may be effective for products, even if they differ slightly from the original keywords.

💡Exact Match

Exact Match is a keyword setting in PPC where ads are only shown when the customer's search term exactly matches the keyword entered by the advertiser. The script emphasizes the importance of evaluating exact match campaigns carefully, as these keywords are expected to perform well and are crucial for the product's success.

💡Automatic Campaign

An Automatic Campaign is one where Amazon selects the keywords and placements for the ad based on the product's characteristics. The script discusses using automatic campaigns to discover which keywords and related products drive sales, and how to leverage this information for optimization.

💡Product Targeting

Product Targeting is a strategy where ads are shown on specific competitor product listings that are similar to the advertiser's product. The script touches on this concept when discussing automatic campaigns and how finding one's product on a competitor's listing can inform targeting strategies.

💡Social Proof

Social Proof refers to the trust and credibility that a product gains through customer reviews and ratings. The script explains that having social proof is important for converting clicks into sales, especially when starting with a new product that has yet to establish a strong reputation.

💡Organic Ranking

Organic Ranking is the position a product listing occupies in search results without the influence of paid advertising. The script discusses how focusing on PPC optimization can indirectly improve organic ranking by increasing sales and customer engagement, which can lead to higher natural visibility on the platform.

Highlights

Today's focus is on PPC optimization, leveraging campaigns from part one.

Campaigns should run for at least two weeks for sufficient data.

Amazon has a 48-hour data processing time, affecting data consistency and accuracy.

Instructions on generating ad reports in Seller Central's Campaign Manager.

Importance of choosing the right time period for ad reports, avoiding recent data.

Explanation of key sections in the ad report for optimization.

Differentiating between keywords and customer search terms, especially in broad campaigns.

Understanding the relationship between impressions, clicks, and click-through rate.

The significance of cost per click (CPC) and how it differs from bid amount.

Calculating Advertising Cost of Sale (ACoS) and its importance in campaign evaluation.

Evaluating broad match campaigns for sales and high click-through rates.

Importance of retaining keywords with potential for future conversion despite low current sales.

Assessing auto campaigns for sales and considering product targeting.

Exact match campaigns are crucial and should be handled with care for optimization.

Three potential outcomes after evaluating campaigns: further data collection, full optimization, or maintaining profitable automatic campaigns.

Optimizing involves moving successful broad and automatic keywords into exact match.

The impact of reviews on click-through rate and ACoS as they increase over time.

Balancing ad sales with organic sales to achieve overall profitability.

Encouragement to engage with the content and ask questions for further assistance.

Transcripts

[Music]

what's happening guys today is all about

PPC optimization we're gonna take the

campaign's we created in part one which

you can check out up here if you haven't

seen that but we're gonna take those

campaigns we're gonna generate ad

reports and then we're going to create

insights from those reports and we're

gonna choose specific keywords and which

campaigns those go to well also choose

which campaigns we pause and which ones

we really double down on now at this

point your campaigns should have been

running for at least two weeks between

two and four weeks and generally the

longer the better because you're gonna

have more data to work with now it's

important to know Amazon has a 48-hour

two day processing time on data so you

never want to be looking at PPC data

that's from today or from yesterday it

has to be from three days ago if you

want consistent and accurate data so

anytime you generate reports make sure

the end dates of that report is at least

two days ago so let's get going first

you're gonna jump on seller central hit

advertising and then campaign manager

and once you're in the campaign manager

you will see advertising reports you

want to click on that then at the top

right you're gonna see create report and

that's what you want to click here now

in creating that report choose sponsored

products keep the report type to search

term and then make the time unit summary

and then you're going to choose your

report period as you can see here and to

do that you want to choose if you've run

it for two weeks choose the last two

weeks but only up to two days ago

because remember that 48 processing time

or if you've done this for three or four

weeks do the same but again giving that

48 hour leeway so only up to two days

ago at max then you can also name your

report so you can just name it your

product name and then search term and

then the date so you know when you

created the report choose now for the

scheduled time and then you simply gonna

click run report and now it's gonna

process it will say processing there

refresh the page it might take a couple

minutes but then it will become

downloadable and you want to click that

little download icon and save this to

your computer

so now that

let's jump into the report let's have a

look at what you'll see how you can

organize this and what insights you can

pull from it and so you can see I have

this report here on screen and you'll

notice there's a lot of different

sections and you will see these as well

when you download it but the most

important ones are the ones we're

focusing on today and they're going to

be this main section here up to

seven-day sales and also a cos now yours

won't come out with colors but all I've

done is color-coded the broad ones

yellow the automatic ones orange and the

exact ones green and you can see this is

a minimized version just for time so

that we can go through it but you would

go through it for your full keyword list

that you get back for this remember the

report might also hold multiple products

but you named your ad group well in the

beginning so you're gonna easily be able

to identify okay this is our would get

broad would kit also would get exact so

that's how you can focus in on the

product you're busy evaluating then you

can just delete the others from the

report so you can focus in so now that

we have the report our overall goal here

is to optimize our ad spend we want to

focus on the best keywords that are

going to convert and bring us more

clicks and sales so we can raise that

organic ranking faster and we're just

focusing on the ones worth focusing on

we don't mind paying for them the poor

performing keywords we want to move away

from those as quick as we can so we

reduce wastage and again bring that a

cos that advertising cost of sale way

down and we'll explain a serious in a

minute and so you can see some sections

here and I think some are more important

than others I'm gonna go through the

ones that are most important and that

can be quite confusing just so you have

a bit of a glossary when you're looking

at this you know exactly what each

column means first of all keyword so you

can see the keywords here these are the

keywords that you have put into that

campaign remember we copied and pasted

from Excel into our ad campaign when we

were creating it on South Central that's

the keyword you chose but then you can

see over here cuz

a search term that could be really

confusing why do I have like two

keywords well the customer search term

may actually differ from the keyword

particularly if you're doing broad

because remember when running broad

Amazon will run you for related terms to

the keyword you put in and so here you

can see although we had woodworking

tools there it ran us for woodworking

tool kit that is exactly what the

customer typed in it wasn't our exact

keyword and remember we also did

negative exact match but putting that

aside this is the keyword the customer

typed in and you can see how important

that is because now we know another

keyword we should be targeting if that

converted really well we've got a lot of

clicks versus impressions then we know

we need to be targeting that and that's

where testing and the value in testing

comes from the keyword what you put in

customer search term what the customer

actually searched on Amazon before

seeing your ad and clicking on it

impressions also people get confused

with this one it is simply when someone

sees your ad whether they click on it or

not doesn't matter if they type

something in on Amazon and saw your ad

and scroll just past it really quickly

or they clicked on it either case they

saw your ad the way I like to remember

this is your ad have an opportunity to

impress them so it's an impression any

time they saw your ad or it was on

screen in front of their eyes it's an

impression counts as one impression and

then clicks of course the simplest one

this is every click that a customer

makes on your ad so they have to click

on it each customer click counts as one

click now these two are actually very

important because they're related

for example clicks here you can see okay

we got one click from 16 impressions so

1 out of 16 then you can see here four

clicks 4 out of 41 so you start to get

like a ratio for example here we got one

click out of two impressions so out of

two people you saw our ad one clicked

the

a lot better than out of 16 people who

saw our ad only one clicked so you can

see how that allows you to actually put

value on your clicks when you do the

impression click relationship

click-through rate so this is simply the

percentage of clicks relative to

impressions practically that

relationship we just spoke of but as a

percentage so you can see here we had

four clicks from 41 impressions so that

would be about 10% for is 10% of 40 and

as you can see the click-through rate is

nine point seven five percents almost

10% so it just shows that relationship

the higher your click-through rate the

better cost per click another really

important one and this is not your bed

so let's say on woodworking tools we bid

two dollars on this keyword running a

broad campaign it showed us up for

woodworking tool kit and then the

customer clicked on our ad now doesn't

mean we definitely paid two dollars

because remember we did dynamic Birds

down only meaning Amazon can reduce our

bid where applicable where we no don't

need to pay that much as you can see

they did here the average cost per click

on this keyword was a dollar 89 so it's

really important this one because it

actually tells you what you're actually

paying per click not your bird so if you

reverse engineer it now let's say you're

ranking position one top of page one

you now know exactly what it costs to

put your ad in position one top of page

one because you can see your average

cost per click for that keyword so

that's cost per click spend this is your

overall spend for that keyword in the

period that we're looking at so for

example here in the period for

woodworking tools we had five clicks

five times a dollar eighty nine is going

to be nine dollars forty seven and then

seven-day sale simply the amount of

sales you made while running this ad for

the period that's important especially

if you're actually making sales from

keywords at this point but I'll explain

why it's not everything in a moe

and then a CEOs advertising cost of sale

and this shows you as a percentage of

your sole price how much you generally

spend of that sale price on an ad to

make a sale now a COS only comes into

play when you've actually made sales of

course and how you can work it out is ad

spend divided by sales times 100 so for

example if we look at this one this was

in our automatic campaign actually when

you see these stars this means it's an

automatic campaign it does say broad

here but this is automatic because it's

not using your keyword it's using

Amazon's keyword remember because they

choose the keywords for your automatic

campaign but let's look at this for our

a cos now remember it's going to be ad

spend divided by sales times a hundred

that gives us a percentage and as you

can see thirty other hundreds going to

be like thirty percent so you can see

it's 33% and what that means is that of

your sell price on average you're

spending thirty three percent of that

sale price to make that sale you can see

how that's absolutely critical to know

because if your profit margins 33

percent here it is literally being eaten

up by ad spend every time you make a

sale through an ad not through your

organic listing those ones will be full

profits but every time you make yourself

you're an ad it's costing you on average

thirty three percent of the sale price

to make that sale and so the

relationship between a COS and profit

margin is very very important to know

you want to know if my profit margins

forty percent on this product and my a

cos is let's say fifteen percent then I

know on average every time I make a sale

through an ad then I am making a twenty

five percent margin because we take our

profit margin forty percent we deduct

our a cos for that product which is

fifteen percent let's say overall for

campaign and we are left with 25% so

when we make sells to ads our profit

margin is now 25 percent not 40%

remember that doesn't impact your

organic listing though those ones will

still be full profit but that's how you

can factor in a cos to your profit

calculation and so evaluating these

campaigns further now that we have an

idea of what everything means here you

can see our broad campaign and here we

were testing we are trying to figure out

what other keywords have we missed or

would work well for our product when

evaluating broad you first want to look

at sales so did we make any sales and

you can see here we actually did not

make sales for broad which is quite

common especially if your test period is

very short but what we can also see is

the amount of clicks versus impressions

the second most important metric and

here going down the list you can see

that relationship of what's important so

32 impressions 5 clicks that's quite

good

a 15% click-through rate that's not bad

so this might be something we keep that

we retain for further testing this one

woodcarving toolsets 16 impressions one

click 6% click-through rate that's

really low that's not a good keyword and

so we may mark that with a red highlight

and you continue down the list like this

in my opinion anything over a 15 percent

click-through rate if it has enough

impressions is worth looking a bit

further at so for example here you can

see we have a click-through rate of 50%

but our impressions were only 2 that

means very very few customers are even

searching that keyword so this is not a

keyword I'm going to keep on and here

although we have a ton of impressions

look how terrible that click-through

rate is so we're gonna mark it red and

so you keep doing this only retaining

those that you would look further at

based on either sales or a high

click-through rate it shows you that

when people typed us in they found your

product very interesting and you can

convert them in future I'll explain why

at this point you probably have very

very few reviews so you cannot expect to

put the offering at the front page and

make sales for every single keyword

there's no trust people don't want to be

the guinea pig to try a product for the

first time they just buy one that's

proven that has social proof has reviews

so even if you're seeing a good

percentage of interest at this point

later when you have reviews you're very

likely to start converting on that

keyword so just keep that in mind and

don't get disheartened if you haven't

made sales on keyword at this point it's

very normal to see that but you do want

to be seeing interest and just make sure

there's enough impressions to give value

to that click-through rate and moving on

to our auto campaigns so here we gave

all control to Amazon to run our product

for anything they thought would convert

this includes keywords like we've gone

through but also a since they could run

our product on other related products

that they think we could convert on in

the sponsored products related to this

item area on those listings so when

you're looking at Auto if you ever do

see an Aysen like this I've just made

one up here but when you see that what

that means is that the customer found

your product via another ace and they

were probably looking at one of your

competitors you can type in that ace in

to Amazon to figure out which competitor

it is but they found your product in for

example sponsored products related to

this item on a competitor listing and

then click through to your listing of

course that can help you in terms of

product targeting if you want to do PPC

product targeting instead of PPC keyword

targeting but that's what those mean

don't get confused by those and then

here you can see keywords as normal so

here we're gonna do the exact same thing

but you can see at the top here zero

sales woodworking kit for adults we

actually made some sales here so this is

really important and this is very good

because we have low reviews at this

point this one also made sales generally

my opinion is if I'm making sales for it

at this point I'm going to keep that

keyword for sure and then you continue

again using your clicks you

and making sure the impressions get that

click-through rate value hearing here

are not good click-through rates this is

a great click-through rate but only one

impression one click so we definitely

not keeping that here we made quite a

few sales so we're definitely going to

be keeping that one you can see here

that our click-through rate is actually

quite poor and this is because this is a

very very strong keyword so we got a lot

of competitors yeah a lot of high review

competitors yeah so that is to be

expected but the fact that we are

already making sales for that keyword

tells me that when we have more reviews

on this product we're gonna do very very

well for this keyword and on all of

these we actually made sales so we're

gonna highlight these green and then you

can see our wax carving toolkit so they

ran us for that pretty low click-through

rate and no sales as we would expect

because it's not actually a wax carving

tool kit and then exact match this is

the most important one and of course

this is going to use our exact keyword

so you can see our keyword here and our

customer search term is exactly the same

because in exact match Amazon only runs

you for what you put in there exactly

and so they will match 100% now when it

comes to evaluating the exact match

campaign we do know these are our

strongest keywords so we're going to be

more lenient on them because remember we

don't have a lot of reviews so at this

point we do want to be careful with just

discarding one of our best keywords

because it didn't perform well in the

past 14 days so when you do find a poor

performer here just market yellow we're

not going to completely remove that we

might adjust bids or raise the bit later

when we have more reviews to really

start targeting that keyword again but

that's important to know exact match

just be careful because we know these

are very very good keywords for us on

this first one we made sales so we're

definitely going to keep that on this

one no sales and low click-through rate

so remarking that as yellow woodworking

tools and accessories also got sales

wood carving kits got sales and also

decent click-through rate so this could

be a powerful keyword woodworking tools

got sales we

carving set also got sales woodworking

tools got a ton of sales you can see

here this keyword did very very well the

click-through rates are low again to be

expected with low reviews but we are

hundred percent going to be keeping that

would tools itself did very poorly and

maybe that's because people are looking

for different wood tools maybe like a

lathes or band saws big wood tools we're

not sure but maybe less relevant so

we'll market yellow and we also got

sales on all of these down here so we're

gonna mark them green so you can see at

this point I'm not focusing on a cos I'm

not focusing on the advertising cost of

sale because I'm expecting it to be

really bad at this point because we

don't have the reviews just yet we're

looking for Inklings as to which

keywords we should really focus on which

ones we might have missed and which ones

could convert really well for us now at

this point there's really three outcomes

number one is you feel you don't have

enough data and you're gonna run this

for another two weeks

number two is that you choose to

optimize this fully and that's what I

would recommend if you have enough data

and that is you're gonna go through

abroad and all the green ones you are

going to move those into exact match and

use the same principles we went through

in part one you're gonna do the same for

automatic the green ones are gonna move

in to exact match with the same

principles at that point you're going to

pause both abroad campaign and the

automatic campaign don't delete it pause

it because there's a theory that you

lose less keyword indexing if you pause

rather than delete so just take note of

that and then what you're gonna do is go

into exact match and the yellow poor

performing keywords you're going to

reduce the bid slightly on those so we

don't get a a wild a cos and we're gonna

keep focusing on the ones that are doing

well while we build up more and more

reviews and we're also going to start

targeting our good performers from our

test campaigns and those should help us

also improves clicks and sales and the

third outcome is that you potentially

have a really profitable automatic

campaign of

seen this happen a few times and so what

you could do is optimize to exact

exactly like we just said but what you

also do is continue running just the

automatic campaign as well if it's

profitable and bringing you sales and

has a decent a cos a low a cos sub 30

then that's worth continuing with for

sure so just keep that in mind as well

but I'm all for optimizing towards exact

match so at this point you have an exact

match campaign you are focusing on and

what you're doing is you're continuing

to bid aggressively you're gaining

clicks and sales and therefore gaining

reviews more and more reviews and as you

boost reviews up you're getting more and

more click-through rate your AC OS is

coming down more and more and more and

all the time you're evaluating those

keywords which ones are performing well

which ones are performing poorly if

they're doing well keep the bid they're

keep the placement towards the top if

they're doing badly reduce the bid on

that keyword until you have more reviews

and you can retest it or if it's just a

poor performing keyword for you you can

pause that keyword altogether but now

you have one campaign that you're

focusing on and optimizing and that's

going to help you reduce that a cos way

way down as you have more social proof

and more reviews on that listing your

ACS is going to drop drastically but

this whole time we've gained clicks and

sales and we've raised our organic

ranking all the way up to page one so

now we not only making sales to ads

we're also making sales for these

keywords through our organic listing at

full profit so even though ACS might be

quite high on these we're now starting

to make organic sales at full profit as

well and that balances it out making us

profitable overall if you found this

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all doing really well and I will

you in the next video

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