This article is step 6 of our step-by-step guide to Amazon PPC Advertising
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)
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 above), 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.
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 $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.
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!
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
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.
Tip: If you have too many keywords then choose the top 100-300 only at first. You can sort the Reverse ASIN results by page rank on which your competitors rank for the relevant keywords. You can focus on the keywords where your competitors rank on pages 1-5 or 1-10. You can always add the other keywords a few weeks/months later once this first batch of most relevant keywords have established themselves in your campaigns.
Tip: Make sure you remove duplicate keywords from the Reverse ASIN list returned. We are planning on integrating Reverse ASIN research directly into campaign creation in Trendle. We hope to achieve this in Q1/Q2 2021.
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”
In this Sheet we’ve prepared all you need to launch a Comprehensive PPC Strategy for your product.
Note: This is an Excel spreadsheet. Download a copy to your computer and enable macros, then follow the step-by-step instructions
The sheet will guide step-by-step in creating your campaigns and automation rules ready for you to easily upload to Trendle. If you need help at any point, just contact us via the chat box on the website.
Your responsibility is to load some reports into the sheet and follow the guidance and update any rules values generated based on the data and on your product knowledge and experience.
See the first tab “Instructions” for details on each step.
Coming soon: This step will be fully integrated in Trendle, making it even more convenient and saving you even more time.
Part 5: Review and maintain your campaigns
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:
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
Go to Step 7 “Strategies”
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