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

Viral Jain - Advertisingsaga

6 Dec 202216:42

Summary

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

Takeaways

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

Q & A

What are the 6 product launch strategies discussed in the video?
-The video discusses strategies for launching new products on Amazon, focusing on leveraging Amazon's advertising system, including search-based targeting and interest-based targeting, to scale and grow a new product launch.
Why do some people find launching a new product on Amazon difficult?
-Some people find it difficult due to the perceived need for external traffic and reviews, as well as the complexity of understanding Amazon's advertising system and how to effectively market a product.
What is the significance of search volume when choosing keywords for a new product launch on Amazon?
-Search volume is crucial because it indicates how many potential customers are searching for terms related to your product. High search volume keywords can drive more traffic and potential sales.
How does interest-based targeting on Amazon work?
-Interest-based targeting allows you to advertise your product to customers who have shown interest in similar products or categories. This can be done by identifying the interests of your target audience and creating campaigns to reach them directly.
What is the importance of product reviews in the context of Amazon product launches?
-Product reviews are important as they build trust with potential customers and can influence their purchasing decisions. A product with positive reviews is more likely to rank higher in search results and attract more sales.
Why should one not start with auto campaigns when launching a new product on Amazon?
-Starting with auto campaigns is not recommended because Amazon may not fully understand your product, leading to irrelevant keywords and targeting. This could result in wasted ad spend and poor performance.
What is meant by 'search-based advertising' and 'interest-based advertising' on Amazon?
-Search-based advertising targets customers who are actively searching for specific keywords related to your product. Interest-based advertising targets customers based on their interests and behaviors, even if they are not actively searching for a product.
What is the 'BPR system' mentioned in the video, and how does it relate to product launches on Amazon?
-The BPR system stands for 'Brand Performance Research.' It involves using discovery, research, and performance phases to identify relevant keywords and target customers effectively, which is crucial for the success of a product launch on Amazon.
How can one ensure their product stands out in a competitive market on Amazon?
-To stand out, one should focus on creating high-quality listings, optimizing for relevant keywords, and running targeted advertising campaigns. Additionally, monitoring and improving organic rankings and sales momentum are key.
What is the role of a 'brand attack' strategy in Amazon product launches?
-A 'brand attack' strategy involves targeting competitors' branded keywords to appear in their search results. This can help capture potential customers who are considering similar products and direct them towards your product instead.
Why are videos important in Amazon advertising, and what should be the focus of the video content?
-Videos are important for increasing visibility and engagement. The content should be appealing and informative, ideally capturing attention within the first few seconds and clearly showcasing the product's features and benefits.

Outlines

00:00

🛒 Launching New Products on Amazon - Strategies and Targeting

The speaker discusses six product launch strategies on Amazon and addresses common misconceptions about the difficulty of launching new products. They explain the importance of understanding Amazon advertising, including search-based and interest-based targeting. The speaker introduces the concept of 'interest targeting', which involves finding potential customers based on their interests, and 'search targeting', which focuses on keywords related to the product. They emphasize the importance of marketing to make a product launch successful and touch on the shift in Amazon's approach to promoting new, unheard-of products.

05:01

📈 Optimizing Keyword Strategies for Product Launches

This paragraph delves into keyword research and optimization for new product launches. The speaker explains the process of identifying relevant keywords with high search volume and converting them into effective advertising campaigns. They discuss the use of Amazon's search download tool to analyze search terms and create a new campaign focused on exact matches. The importance of monitoring sales and organic ranking improvements is highlighted, along with the strategy of focusing on ranking and sales rather than just reviews or social proof.

10:02

🎯 Advanced Amazon Advertising Techniques for Product Visibility

The speaker outlines advanced techniques for increasing product visibility on Amazon, including the use of 'brand attack' campaigns targeting more expensive brands with similar products. They discuss strategies for creating campaigns that target specific products or brands, as well as 'brand defense' campaigns that aim to protect one's own product listings from competitors. The importance of creating appealing video ads that grab attention within seconds is emphasized, along with the benefits of increased visibility and sales that can result from effective advertising.

15:03

📊 Monitoring Keyword Performance and Sales Growth

In this paragraph, the focus is on monitoring the performance of targeted keywords and the organic improvement in product ranking on Amazon. The speaker advises on checking keyword rankings and sales to ensure that advertising efforts are contributing to organic ranking improvements. They discuss the potential for increased sales when a product ranks higher organically and the importance of reducing ad spend when organic traffic is sufficient. The speaker also shares success stories of students who have significantly increased their sales through these strategies.

Mindmap

Keywords

💡Product Launch

Product Launch refers to the process of introducing a new product to the market. In the video's context, it is about strategies to successfully launch a product on Amazon. The script mentions various tactics such as utilizing Amazon advertising to increase visibility and scale a new product launch.

💡Amazon Advertising

Amazon Advertising is a platform that allows sellers to promote their products on Amazon. The video discusses how understanding Amazon's advertising, including search-based and interest-based targeting, is crucial for a successful product launch on the platform.

💡Search Volume

Search Volume indicates the number of times a particular keyword is searched for by users on Amazon. The script emphasizes the importance of finding keywords with high search volume to ensure that a new product can be easily discovered by potential customers.

💡Interest-Based Targeting

Interest-Based Targeting is a marketing strategy where advertisements are shown to users based on their interests. The video script describes how to use this feature on Amazon to target customers who have shown interest in similar products.

💡Search-Based Targeting

Search-Based Targeting involves advertising products to users based on the keywords they search for on Amazon. The script explains that understanding search-based targeting can help in reaching customers who are actively looking for products similar to the ones being launched.

💡Bidding Strategy

Bidding Strategy in Amazon Advertising refers to the approach taken to determine how much to bid on keywords to ensure visibility. The video mentions the importance of bidding on relevant keywords to increase a product's chances of being seen and purchased.

💡Campaign Optimization

Campaign Optimization is the process of improving the performance of an advertising campaign. The script suggests that optimizing campaigns by focusing on relevant keywords and targeting can lead to better results in product launches.

💡Brand Attack

Brand Attack is a strategy mentioned in the script where a seller targets similar products from other brands that are more expensive. By doing so, they aim to attract customers looking for a better deal, thus leveraging the price difference to their advantage.

💡Portfolio Approach

Portfolio Approach in the context of the video refers to managing multiple advertising campaigns or strategies simultaneously. The script talks about creating a diverse set of campaigns to maximize the reach and effectiveness of a product launch.

💡Conversion Rate

Conversion Rate is the percentage of users who take a desired action, such as making a purchase. The video script highlights the importance of monitoring conversion rates to assess the effectiveness of advertising strategies during a product launch.

💡Organic Ranking

Organic Ranking refers to the position of a product in search results without the influence of paid advertising. The script discusses the significance of improving organic ranking through sales and customer reviews to increase a product's visibility on Amazon.

Highlights

Introduction of 6 product launch strategies for new product launches on Amazon.

Misconceptions about the difficulty of launching new products on Amazon and the need for external traffic and reviews.

Explanation of Amazon advertising with Search-Based Targeting and Interest-Based Targeting.

Utilizing Interest-Based Targeting to find audiences interested in specific product types.

The concept of advertising new inventions on Amazon with no prior market presence.

Shift in trends allowing Amazon to give visibility to completely new products.

Differentiating between Search-Based and Interest-Based Advertising for product launches.

The importance of Discovery, Research, and Performance in Amazon advertising.

Common mistakes made during product launches, such as starting with auto campaigns.

The strategy of starting with Research campaigns for better targeting and performance.

How to use various tools to find exact match keywords for advertising.

Creating manual campaigns to extract and target broad match keywords effectively.

The process of identifying high-converting search terms and focusing on them for advertising.

The importance of monitoring organic ranking improvements alongside sales.

Strategies for creating compelling video ads that grab attention within seconds.

Building a portfolio of campaigns to diversify advertising efforts and increase sales.

The significance of focusing on profit and keyword performance rather than just sales numbers.

Encouragement to apply the discussed strategies for growing sales through new product launches.