When structuring an Amazon sponsored products campaign (or Amazon PPC campaign in general), sellers are faced with the question of which products and which keywords they need to incorporate during which ad groups and movements. Unfortunately, there’s nobody size fits all for this. the proper structure depends on the dimensions and homogeneity of the seller’s selection, the seller’s strategic targets, and other points of consideration. However, there are guidelines that you should follow when structuring your campaigns, and we’ve listed our suggestions below:
1. Ads shown in relevant field you have to do Proper Optimization
Amazon likes to make sure that the ads being shown on their site are relevant for the customer. are often”> this is often why generally only ads can be established for keywords that also are contained within the product listing text (title, attributes, description, search terms). Check whether keywords that don’t have any impressions are included in your product listing text. If that’s not the case, then you ought to add those keywords into the listing text to form sure that ads are going to be ready to be run them – thereby reaching a broader potential customer base
2. Eliminate unwanted search queries to scale back costs
Amazon ads aren’t always shown for less than those exact search terms that you’ve bid on as a seller. Search queries can vary from the keywords you’ve entered consistent with match type. to stop unnecessary costs from occurring, there are two options:
- Set keyword match types (Amazon PPC)
- Set negative keywords
When you’re joining in keywords for your sponsored products, Amazon gives you three match types to settle on from:
The Sponsored Product ad (Amazon PPC) are often displayed if the query includes all words that are deposited as a keyword. The order of words doesn’t matter. Additionally, the formula considers spelling variations, misspellings and synonyms as matches.
The ad can appear when an inquiry query uses the keyword(s) entered (i.e. one or more words) in just the order given. Close variations (e.g. singular / plural) are considered matches.
The ad can only appear when an inquiry query matches precisely the keyword given. Plural and singular forms are considered exact matches here also.
Amazon also offers negative keywords. Your ad won’t appear for user queries containing these negative keywords. These are the two different harmful match types to settle on from:
Your Sponsored Product ad will only be excluded if the search query exactly matches the negative keyword you’ve entered or with a minor variation (for example, singular/plural).
Ads are going to be excluded if the search query contains the negative keyword as a neighbourhood of the words or in whole.
3. Track your PPC spend supported product performance
In most cases, many various products in one ad group share equivalent keywords. It’s become apparent over time which products sell best within a billboard group. To focus on the maximum number of sales thereupon ad group, products with poor performance can slowly be faraway from the ad group. This way, you’re sending impressions and clicks to those products which can more effectively convert clicks into purchases. By adjusting the CPC price, you’ll control where (on which page) within the search results in your ad will appear and also what percentage clicks it’ll get. The goal of CPC optimization is to seek out that ‘sweet spot’ where ad spends and turnover (spend / sales = cost of sales) reach a desirable level.
4. Define your target monetary value of Sales
.Your target sales have to be minimum of your cost. It can differ consistent with the aim of your campaign. If you’re primarily targeting profit, then your target figure is going to be based upon your margin of profit. Target figures for the cost of sale are typically between 5% and 15%. In contrast, if your goal is to advertise a replacement product and improve its organic visibility, then you would possibly want to pay more for your sales or maybe take a loss within the short term to secure profit over the future. Your target cost of sale In such cases would be up to 100%.
5. Track and optimize your CPC bid
The optimal CPC bid differs consistent with the keyword. That’s why every request is often controlled separately for each keyword in manual campaigns. Confine mind that a substantial amount of knowledge is required as a basis for evaluating bids. That’s why you ought to wait a minimum of one week between adjusting bid prices. The general rule of thumb for CPC bid optimization:
Suppose the value of sale for a keyword lies over the target value. For this where we send products and how much products would be deliver.
Suppose the value of sale lies under the target value. In that case, it should be tested whether the ad’s reach – and sales alongside it – are often expanded by raising the price.
- If keywords aren’t generating any sales or are becoming insufficient impressions, it should be tested whether a better bid can make them ‘active
- Keywords that only generate costs and no conversion even over an extended period of your time – or they can’t be adjusted into a profitable price range – should be stopped
- Campaigns should be updated regularly during this way to succeed in the ‘sweet spot’ where ad spend, and sales reach a desirable ratio.
6. Start bidding on new keywords with a better price
If you’re adding a replacement keyword, then you ought to set a better CPC price initially (at least $0.75, counting on category). New keywords don’t yet have any click history to point out that Amazon can take into consideration when controlling ad display. So as to urge the keyword started and have it generate some impressions and clicks, a better price must be assigned to them. this price can often be lowered to find an optimal price successively on behalf of history
7. Structure your campaigns consistently on Amazon PPC
Your PPC campaigns permit a rough structure for your ad activities. This will be both good and bad news. Typically, a campaign structure will provide you with a group of characteristics that follow one or more of the elements below:
- By Product category (for example men’s shoes, keyboards, cameras, etc.)
- Brand (for example Nike, Adidas, Puma etc.)
- Top sellers (products that pull within the most sales, e.g. top 10)
It’s essential to be according to whichever organizational method you employ for your campaigns. If you modify your organizational structure, it could lead on to repeat ads; for instance, once you create one campaign by brand and another by category. If you’re already using Amazon PPC, we propose you request a free PDF account audit to spot your incremental sales potential.
8. Group similar products within the same ad group
Set of products we made for every group.Because all products should appear for that keyword set, it’s crucial to stay in mind that you should choose a group of products that contextually fit those keywords. So, you ought to put all products into a billboard group that are suitable (to be found via search) for those keywords.
Note: If you employ this method, take care when analyzing the profitability of your Amazon ads. Albeit the products within the same ad group have similar keywords, they could have very different profit margins – which successively would impact the profitability of your ads. That’s why you ought always to know what an honest ACoS for your Amazon ads would be before you begin any Amazon PPC optimization.
9. Create different ad groups for keywords with varying levels of generality
The larger your selection of products is, the larger your number of keywords with differing levels of specificity are going to be.
Example: A seller features a selection of shoes
- For all shoes, the keyword ‘shoe’ has relevancy
- Some of the shoes, the keyword ‘men’s shoes’ has relevancy
- Some men’s shoes the keyword ‘men’s sneakers’ has relevancy
If the word men shoes at placed ad in men category like sneakers, bots in same category. So You Can quickly lose your bit.to avoid this we can create separate ad group for this task. The top-selling products, for instance, can then be included in these ad groups:
Campaign 1: Men’s shoes for Product Category 1
- Ad Group 1 (‘men’s shoes’) for general keywords of that product category (‘shoes for men’, ‘men’s shoes’, etc.) and top sellers
- For Ad Group 2 (‘men’s sneakers’) for specific keywords (‘sneakers for men’, ‘men’s tennis shoes’, ‘men’s joggers’ etc.) and corresponding products
- therefore, Ad Group 3 (‘men’s boots) for specific keywords (‘men’s boots’, ‘hiking boots for men’) and complementary products
10. Let Amazon identify relevant keywords for you in an automatic campaign
Run an automatic campaign also as a manual campaign with an exact equivalent product. Let the automated campaign run a few days/weeks then evaluate which search terms have generated the initial sales. Then transfer these search terms into your manual drive.
- Create an automatic campaign and a billboard group
- Create a manual drive and a billboard group
Evaluate the search terms of the automated campaign regularly (‘Search Term Report’ in Seller Central) and transfer the relevant and highest converting search terms into the keywords of your manual campaign with a better CPC bid.
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