This article is step 3 of our step-by-step guide to Amazon PPC Advertising
This is a condensed guide to creating and managing your Amazon Sponsored Products Campaigns.
This guide will explain some Best Practice to follow as well as how to use Trendle Analytics to optimise and automate your campaigns.
You do not need to follow our best practice if you don’t want to. There are many ways to manage successful campaigns, you are free to choose your own way.
Top quality listing
Before you even begin on the PPC advertising journey, you need to ensure your listing is the best it could ever be. This means:
Advertise only one product per campaign as much as possible
There are several reasons to do follow this:
Note: If you have size variations or colour variations, you may include these SKUs into the same Advertising Campaign as the search terms the customer will use will be very similar. However we still recommend creating a different Ad Group per colour/size variation, or even a different Campaign per colour/size variation. You need to decide how closely related the items are.As mentioned above, we recommend that you advertise only the SKU that has the most sales from your variation as the goal is to drive traffic to your listing. There is no “one size fits all” answer, so you will need to take a judgment call on what works best for your products, market, objectives and strategy.
Key Stat: 35% of the time, shoppers end up buying another SKU from your catalogue than the one they initially clicked on. In other words, over 1 in 3 of your PPC sales are not even for the product you were advertising! This emphasises the need to only advertise your leading SKU variations that will drive you the best traffic and conversations.
Do your own keyword research
Use the many available keyword research tools out there (free and paid) to get an extensive list of keywords related to your product and your competitor’s products. Use these to add directly to your manual campaign with Exact match only. This will save you much more time and money than running an Automatic campaign. For a more detailed explanation, see this article. You can use Trendle’s Reverse ASIN (free tool within the app) to speed up your keyword research by spying on your competitors!
Don’t have more than 250 Keywords per Ad Group
There seems to be a limit to how many keywords the Amazon algorithm can process, and if you have too many keywords in an Ad Group then some keywords will simply never get an impression. The limit seems to be around 250 keywords per Ad Group. But we recommend staying around 100-150 keywords per Ad Group.
If you have hundreds of relevant keywords in your campaigns, you may want to consider increasing the Daily Budget of the campaign to ensure there is enough budget for all keywords to get impressions and clicks.
Use 1 Match Type per Ad Group
For better results only use one Match Type (e.g Exact) per Ad Group. This will make it easier when applying rules to change bids or make changes to keywords.
There are different campaign structures you can use. In Step 6 of this guide we will go into details of 4 setup types and include some automation rule that you can use to manage these campaigns.
Well done, you’ve made it! Now proceed to Step 4 “Know your profitability!”!
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