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.