This article is step 6 of our step-by-step guide to Amazon PPC Advertising
Before running PPC campaigns, make sure your product listing is the best it can be. Check your images, reviews, title and your description (summary points and description or EBC/A+ content).
This is critical because with PPC you’re paying for potential customers to view your product. But if you do not convince these buyers that your product is the best solution to their need then they won’t buy from you.
By using the keywords from Part 1 (see below), you can improve your listing to make sure it appeals both to the Amazon algorithm as well as human eyes.
Tip: For Amazon’s algorithm there’s no need to repeat a keyword. You should only repeat a keyword if it’s to convince/reassure a prospective customer.
Check out this webinar on creating great images that sell.
Also take a look at our photo-shooting, imaging and listing copywriting services.
If you need more reviews, install and activate our chrome extension and check out this webinar for tips on gaining more reviews.
There is no magical solution to PPC that will guarantee you success on Amazon with no effort. If it existed, we wouldn’t be here writing about it, we’d rather be having a beer in the Caribbean!
Let’s be upfront about something: PPC is complex and requires you to understand each option made available by Amazon in order to improve your return on investment (ROI).
Trendle’s founders have spent over $600k of their own money advertising in 9 Amazon countries for over 10 years and are continuously improving their blueprint. The ‘Comprehensive PPC Strategy’ is the latest method used by other sellers who have taken part in Trendle’s one-on-one coaching programme.
Let’s break down the ‘Trendle Comprehensive PPC Strategy’ in a way that will enable you to learn and implement years of PPC knowledge and experience in minutes.
Disclaimer: There is no magical solution to PPC that will guarantee you success on Amazon with no effort. If it existed, we wouldn’t be here writing about it, we’d rather be having a beer in the Caribbean!
Trendle will create 5 Sponsored Products, 1 Sponsored Brand and 1 Sponsored Display campaigns. We’ll focus in this article on Sponsored Products as this the one used by every seller, it is also the most complex. In a future article we will expand into SB and SD.
SPM Harvesting and SPA Harvesting are your campaigns to discover new keywords and ASINs which are then automatically moved to the manual campaigns.
SPM KW Performance contains top keywords returned by Trendle’s keyword research tool and any additional keywords you’ve provided. It will keywords discovered in the Harvesting campaigns. All these keywords are split into different ad groups for greater control and monitoring.
SPM KW Protection will have keywords that are relevant but don’t perform as well as the top 10-20% of keywords. This allows to keep the Performance campaign focused on truly high performing keywords.
SPM PT (Product Targeting) contains all the competitor ASINs you are targeting.
TCS will create 5 Sponsored Products Campaigns and over 100 automation rules.
Step 1: Select Product to advertise
Select which product you want to advertise by choosing Country and SKU(s) and entering the product costs and a short name.
Product Costs: This is the landed cost (DDP) of the product and should include all costs in manufacturing, purchasing, shipping, importing the product. Do not include Amazon fees, Trendle will calculate these. The product cost is used to determine your margin and therefore Target ACoS.
Short Name: This will be used to name your campaigns and Ad Groups. We recommend keeping it as short as possible (less than 10 characters) so that the campaign names don’t get too long. For example, if you’re advertising a drinking bottle, you may use “BTL” or use the SKU, or ASIN of the product. The idea is to help you quickly identify later which campaigns refer to which product. See towards the end of this article more about the naming convention used.You can only use a short name once.
Step 2: Keyword Research
In this step you can provide keywords and ASINs that you want the TCS to include or exclude form the start.
As a minimum requirement, you must provide at least 1 ASIN, ideally a competitor or your own if you have no true competitors. This will allow Trendle to identify the best keywords to use in the Manual campaigns from the start.
In the other fields, type your own keywords or ASINs that you may have from your own research or from previous campaigns. Enter one keyword or ASIN per line.
Step 3: Campaigns and PPC Automation
In the final step you can review and edit the rules that will automate your campaigns.
Here are some important tips:
Go to Step 7 “Strategies”
Buyers will find your products by typing in keywords in the Amazon search bar. Amazon will then show organic and sponsored results to the buyer. Where your product ranks organically will depend on how popular your product is, a large portion of this comes down to Conversion Rate (CR) within Amazon’s A10 algorithm.
Where your product ranks in Sponsored (PPC) results will depend on how much you are bidding on that keyword and your products popularity for that keyword, where again a large portion of this comes down to Conversion Rate (CR) within Amazon’s algorithms.
Therefore it’s critical that you have the relevant keywords in your listing and in your Amazon PPC advertising for buyers to find you.
Use Trendle’s Reverse ASIN feature to get 100-5000 keywords for your product. This will save you a lot of time and hassle in researching and thinking of keywords for your listing. You can always add your own keywords once you’ve seen what our Reverse ASIN has returned. We’ll also use PPC campaigns to discover new keywords (see Parts 3 and 4 below)
Trendle’s founders have spent over $300k of their own money advertising in 9 Amazon countries for over 10 years and are continuously improving their blueprint. The ‘Comprehensive PPC Strategy’ is the latest method used by other sellers who have taken part in Trendle’s one-on-one coaching programme.
We will create 5 Sponsored Products, 1 Sponsored Brand and 1 Sponsored Display campaigns. We’ll focus in this article on Sponsored Products as this the one used by every seller, it is also the most complex. In a future article we will expand into SB and SD.
Here’s a brief overview of each campaign setup and their objective:
Campaign #1: Keyword Manual Performance: SPM – KW Performance
Trendle will insert all your researched keywords from Reverse ASIN, Auto & Manual Campaign Harvesting, your own research. All these keywords are considered relevant to your products and therefore should generate sales. The goal is therefore to identify the bid level required to generate profitable sales for these relevant keywords.
Trendle will focus on the top 150 keywords with best positioning and most traffic from Reverse ASIN.
This campaign will have the following Ad Groups:
Campaign #2: Keyword Manual Protection: SPM Keyword Protection
In this campaign, you will place all the keywords that are not getting much exposure but are relevant and have converted for you in the past. Trendle Automation will also move keywords from the Performance campaign to this campaign.
The idea is to move and monitor the keywords that are getting low to no exposure from the Performance to the Protection campaign. This would enable you to monitor and optimise these listings using a different strategy that would not affect the Performance campaign.
These are long tail keywords that may drive some low level of traffic and sales.
You want to separate these from the Performance campaign to ensure the Performance campaigns only contain the best keywords that Amazon will display.
Tip: it’s been widely reported that having too many keywords in an ad group and in a campaign will result in many keywords to never receive impressions and clicks).
This campaign will have the following Ad Group:
Campaign #3: Manual Product Targeting (PT) (ASINs): SPM – PT
This campaign is similar to the KW Performance campaign except it focuses only on Product Targets (ASINs and Categories).
This campaign will have the following ad groups:
Campaign #4: Manual Harvesting: SPM – Harvesting
In this campaign you’ll use the keywords and ASINs from the Performance and PT campaigns to discover related targets (keywords & ASINs).
Campaign #5: Automatic Harvesting: SPA – Harvesting
In this campaign you’ll let Amazon discover new keywords and ASINs that you have not yet identified in your Performance campaign.
Trendle Automation will then move relevant targets (keywords and ASINs) to the manual Performance campaign so that it can manage bid levels individually.
For your information, Trendle uses the following naming convention:
Structure For Campaign:
For example: US; CA; MX; DE etc
Here enter the SKU or ASIN of your product or short name that is easy for you to read.
Structure for Ad Group:
1-5 as above
For example, “Exact”, “Phrase”, “Exact Performance”, “Exact Protection”
After launch we recommend you wait until you have at least 7 full days of data (ie wait 10 days) before you look at the performance.
But don’t start making changes yet. After 2 weeks you can start to consider making changes to the following metrics:
Coming soon: This step will be fully integrated in Trendle, making it even more convenient and saving you even more time.
We welcome all your questions, comments and feedback to help us improve the application. Please chat to us or email us firstname.lastname@example.org
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