Checking Amazon Ad Campaigns Performance - How to Audit Your PPC Advertising

Summary

The transcript covers an Amazon seller marketing audit, analyzing account health metrics, campaign structures, wasted ad spend, seasonality trends, competitor research, search term optimization, negative keywords, placements, keyword harvesting, sponsored brands, sponsored display, external traffic, and recommendations for improvement.

Takeaways

• 😊 They perform over 100 different audits per month on Amazon seller accounts
• 📊 They analyze account health metrics like campaign quality, ad types used, bid structure, etc. to calculate an overall score
• 🔍 They closely analyze search term reports to identify high cost low performing keywords
• 🚫 They recommend adding negative keywords to campaigns to reduce wasted spend
• 📈 They analyze overall market trends on Google Trends to understand seasonality and growth
• 🔎 They recommend being more structured with placements to tightly control and optimize campaigns
• 🆕 They advise setting up a separate campaign to harvest new keywords and drive search volume
• 🎥 They recommend launching Sponsored Brands campaigns and creating branded video content
• 👀 They stress the importance of testing different ad placements to find high performers
• 📊 They emphasize the need to closely analyze campaign analytics and performance data

Q & A

What type of agency is Profit Fails and what is their focus?

Profit Fails is a full service marketing agency focusing on external and internal traffic for Amazon sellers.

What is the 'score' mentioned that evaluates the health and opportunities in a seller's account?

It is a calculated score based on various metrics like campaign quality, number of ad types used, bid structure, presence of harvesting campaigns etc. It summarizes the opportunities in the seller's account.

What issue can arise from having duplicate keywords across multiple campaigns?

Duplicate keywords across campaigns compete against themselves making it difficult to control and optimize bids. It also does not help improve organic rankings.

Why is checking general trends over time important for an Amazon seller?

It helps understand seasonality, market dynamics and growth trends. This guides planning for driving external traffic.

What are the two main focuses suggested for Sponsored Products campaigns?

1. Identifying and removing wasted spend from irrelevant or duplicate keywords. 2. Structuring campaigns for better control, lower costs, and increased sales.

Why should placements be closely managed with keywords in Sponsored Product campaigns?

To ensure tight control on relevant keywords for getting better ad positions and taking sales away from competitors.

What is the importance of having Sponsored Brands and Display campaigns?

They help establish brand recognition and allow testing different interests to understand the target audience better.

Why is it important to not lose ad placements for best selling items?

Losing top ad placements can negatively impact sales volume for best selling products.

What external traffic sources are suggested?

The video mentions planning for driving external traffic but does not explicitly name sources. This is likely referring to non-Amazon platforms.

What call to action does the video end with?

It asks viewers to subscribe, like the video, comment and contact them with any questions.

Outlines

00:00

🚀 Amazon Seller Account Optimization

This paragraph outlines the services offered by Profit Fails, a full-service marketing agency specializing in both external and internal traffic to optimize Amazon seller accounts. The agency conducts over 100 audits monthly, providing a roadmap for clients to enhance their accounts. The audit process identifies opportunities within Amazon and externally, focusing on improving brand visibility and sales. A unique scoring system is utilized to assess the health of an account based on various metrics, including campaign quality, ad types, bid structure, and more. It emphasizes the importance of analyzing search term reports to identify wasteful spending on high-cost keywords with no returns. The paragraph also highlights the strategy of optimizing sponsored product campaigns, the necessity of understanding market trends through tools like Google Trends, and the critical role of structured keyword and ad placement management in achieving efficient ad spending and enhancing organic results.

05:00

🔍 Advanced Keyword and Ad Placement Strategies

The focus of this paragraph is on refining keyword and ad placement strategies to maximize sales and reduce wasted ad spend. It advises on structuring campaigns to ensure precise control over keyword placements, aiming to outperform competitors and secure additional sales. The recommendation includes limiting the number of keywords per ad group and adopting a manual approach to placements for better control. Additionally, it stresses the importance of harvesting new keywords to continually refine and improve campaign performance. The discussion extends to sponsored brands and display ads, emphasizing the necessity of utilizing these tools for brand recognition and targeting specific audiences based on interests. It concludes by urging viewers to engage with the content through likes, comments, and contacting the agency for further assistance, highlighting the importance of proactive campaign management and optimization for success on Amazon.

Keywords

💡audit

An audit refers to thoroughly analyzing and evaluating different aspects of an Amazon seller's account and campaigns. As mentioned in the video, the service performs over 100 different audits per month to identify opportunities for improvement.

💡account health score

This refers to an overall score calculated for an Amazon seller's account based on various performance metrics and best practices being followed. It gives a quantitative indication of the health and optimization of the account.

💡wasted ad spend

This refers to money spent on keywords and ads that are not generating sales. Identifying and eliminating sources of such wasted spend is an important part of campaign optimization.

💡duplicates

Having duplicate keywords and ads is inefficient use of advertising budget since it leads to ads competing with each other. Removing duplicates and consolidating campaigns is recommended.

💡negative keywords

Negative keywords are keywords you add to campaigns to prevent your ads from showing for irrelevant searches. Effective use of negative keywords improves campaign relevancy.

💡placements

Placements refers to where your ads show up - search results, product pages etc. Optimizing placements for each campaign leads to higher relevancy and lower costs.

💡harvesting campaign

A dedicated campaign used to discover new relevant keywords based on search term reports. Helps expand your reach and visibility for product listings.

💡sponsored brands

Sponsored brands campaigns promote your brand through videos and landing pages leading to product listings. Important for establishing brand authority.

💡interest targeting

Targeting audiences by interest rather than just search terms, to test product-market fit and reach new demographics.

💡external traffic

Traffic to your listings from other sites and channels besides Amazon. Expanding external traffic sources is an opportunity for growth.

Highlights

Profit Fails is a full-service marketing agency focusing on both external and internal traffic for Amazon sellers.

The agency performs over 100 different audits per month for Amazon sellers, identifying opportunities on and off Amazon.

A unique scoring system is set up for sellers to evaluate the health and opportunities within their Amazon accounts.

The score is calculated based on metrics such as campaign quality, ad types used, bid structure, and presence of harvesting campaigns.

Analysis of search term reports to identify high-cost keywords and optimize ad spend.

Sponsored products campaigns are closely examined, including keyword use and campaign structure.

The agency highlights the issue of duplicate keywords across campaigns, making it difficult to control and optimize.

General market trends and competitor analysis are recommended, including the use of Google Trends.

The importance of structured work with ad placements to gain traffic and sales from competitors.

Advises on the necessity of creating specific campaigns for keyword harvesting to improve sales.

Emphasizes the significance of sponsored brands and display campaigns for brand visibility and audience engagement.

Highlights the need for brand registry and investing in video content for brand campaigns.

Suggests testing audience interests through sponsored display campaigns for deeper insights.

Ad placement strategies are crucial for maintaining or achieving bestseller status.

Encourages engagement with their content through subscription, likes, and comments for further assistance.

Transcripts

[Music]

we spend tons of time speaking and

working inside the different amazon

sellers account we perform more than 100

different audits per month and now i

guess this would be great for you to

know this roadmap and journey that's all

our clients get in and i guess you will

have a chance manually to perform all

these changes or maybe to see the real

picture that you have inside your

account so let's start as i have

mentioned before the profit fails is the

full service marketing agency and we are

focusing on the external and internal

traffic so according to the audit we

will see all your opportunities that you

have on amazon and out of amazon and i

guess that could be one of the most pain

points for you now because when we are

speaking about your brand of course we

will go inside your account we will set

up a score that score of like the health

of the opportunities that you will have

inside your account right right now like

real your score according to this course

we calculate this query based on the

different metrics that could be a

quality of your campaigns the number of

ways do you use like all the ad types

what about your beat structure what

about your harvesting campaigns do you

have them or not and variety of

different other indicators

i guess for you that will be a great

idea to understand why people like

searching for that

do they want to find out something like

bad and i guess for you that could be a

wasted spent because we spent a lot of

time on that we go into your search term

reports we check the high outcost

keywords

all things of that could be optimized

because we will download this report

during the last 60 days of course that

could be done so you spend like more

than 60 days working on these keywords

right now and

what is next yeah you will continue

spending like for what reasons just

overspent no no reason to do the same

for the keywords that got a lot of

clicks but zero sales you also could see

and catch them inside your search term

reports after that we will glow closely

into these sponsored products campaigns

i would like to see what exactly you

have in the case of the product

campaigns in the case of the keywords

that you are using do you have any

specific for example exact campaigns but

in most of the cases you will use the

structure of the exact phrase and broad

and you will use inside all these ad

groups the same keywords there is the

problem because we will speak from the

point when you have a lot of campaigns a

lot of same keywords that is competing

with themselves in the case of the beats

you couldn't control them or optimize

because if you will pause one

the same keywords will start working in

other campaign you will pause another

they will start working on other

campaigns so there's difficult to

control difficult to measure and one of

the main pain points there is that you

do not influence and you do not improve

your organic results so the next thing

and i would like i guess it's like much

important for you it's to check the

general trends remember that your

products are not selling only on amazon

you have a lot of competitors and you

have a lot of other search platform that

people would like to ask to see or

research your specific product i would

recommend you to go for example and to

check the google trends and to see what

about your seasonality what about your

like dynamic inside your market is it

growing or not in the case of the one

year or maybe five years this

understanding will give it to you the

main idea how do you work with the

external traffic things because now

amazon checking your activities amazon

checking all your external things as

like additional websites that could

provide you with the traffic but that is

important for you to understand where

are you grabbing and getting all these

traffic insights you will have we have a

lot of different tools that could help

you to understand is it working or not

where to check or not and after that you

will have a chance to grow and to scale

if we will come back into the search

product campaigns you will see that we

closely work with the two main parts

first as i have named as the wasted

spent that could happen because you do

not have any right negative keywords and

you have a lot of duplicates you will

have a chance to delete them you will

have a chance to post them and of course

if you have found them just add as the

negative exact or negative phrase to

most of your keywords most of the

campaigns that right now working you

should avoid these parts and i guess

that is not a good deal that you should

have inside your account and two main

last points in the case of the sponsored

products i guess that is important for

you to know that

most of the people they miss working

with the placements

and that could happen because you have a

bunch of different campaign keyword

tools yeah for example you have a ten

thousands of different campaign tools

you see that they are like everything is

performing well you couldn't control

them manually you use a lot of softwares

to control but

what is the impact from that yeah like

what is the reason for that we recommend

you to be more structured in these

things because working with the

placements you should work exactly with

the keywords well you sure that you

could control them and grab a lot of

traffic you should be sure that you are

fighting for getting some additional

positions and you will have a chance to

grab some sales from your competitors

yeah you will be like eight one on top

of one in case of the search results so

we recommend you to work on that or keep

an eye are you correctly working because

some people they have a ad group with

for example 80 different keywords and

they set up replacements that is not

correct because some of the keywords

they will you will just double or triple

your b that you have inside and they

will just overspend in a huge shackles

like what is the reason for that the

best practice is get one keyword one

campaign for a few of them up to 10 and

control them manually manually in case

of placements and be sure that you have

enough expertise working on that and the

last point here is like how do you

harvest all your keywords how do you get

new keywords into your accounts we

recommend you to create a specific

campaign for that we recommend like you

could check our previous video in the

case of the after negative campaigns

that we like use right and all the

things that will help you to increase

your search terms inside your search

term reports and add them into your

account add the specific keywords that

could boost and improve your sales if we

will go deeper into the main

understanding of the sponsored brands

and sponsored display we have the same

problem in the case of this structure

right now

as we have mentioned inside the sponsor

products that could be somehow like the

different but i would like to

for you to understand that if you do not

have any sponsor brands that is the

problem you should have you should

launch it if you do not have a brand

registry you should do that you should

launch these campaigns you should invest

into the video that you should create

and you should start working as the

brand after that you will also go into

the sponsor display because here is the

main opportunity for you to test and to

understand your audience not exactly in

the case of the other competitors but in

the case of the interest right all these

interest parts for you that is the main

understanding how everything is

performing how everything is working and

if you will lose some ad placements for

you that could be a huge problem because

you're fighting for getting a bestseller

or keeping your best seller so keep an

eye that you have enough enabled

campaigns you control most of the ad

placements you test them you have a lot

of analytics above to you right and you

will have a chance to like control

everything around after that of course

we will go to you with the dsp will go

into the external traffic and all other

activities but right now i would

absolutely recommend you just to

subscribe like our video and comment all

the things that you have in your head so

contact us if you have any questions

contacts below the video