Guide to Amazon PPC Campaign Structuring
In this post we’ll provide you detailed guide on how you can structure your Amazon PPC campaign in order to get the maximum benefits. Structure of Amazon sponsored products comprises on 3 major things; Campaigns, Ad Groups, Products and Keywords. Sellers have to decide which products and keywords will be added in which ad group and campaign while structuring a sponsored products campaign. To exactly target your campaigns follow the below guidelines that we came up with after extensive Amazon product research and PPC optimization experiences:
Consistency Is The Key
Campaign structures are flexible with a set of characteristics for the ads.
- Product category – Women’s handbags, skateboards, mobile covers, etc.
- By Brand – TP-Link, Cisco, NETGEAR, etc.
- Top Sellers – the most selling products.
Here consistency is the key to avoid repeated ads; for example when you create one campaign by product category and another by top sellers. You will have repeating ads and certainly won’t be able to achieve your desired goals.
Similar Products/Keywords in Same Ad Group
While creating an ad group, make sure to include a similar set of products and keywords in same ad group. Because all products in that ad group should be displayed for that set of keywords in the same ad group. When using this approach, you have to be careful while analyzing the profitability of ads. Because products in same ad group having similar keywords might have very different profit margins.
So you may consider creating separate ad groups for the keywords with different levels of specificity. In this case, for example, you have a collection of handbags and the keyword “women’s handbags” is relevant for the whole collection and for some specific handbags the keyword “leather handbags” is relevant and for some leather handbags the keyword “handmade leather handbags” is relevant.
Now if you place leather handbags keyword in all ad groups of handmade leather handbags then you may not be able to track which ads are shown for which keywords. To avoid this, you can use general keywords in a separate ad groups like women’s handbags and then you can also include top selling products in this ad group.
Optimize Listing with Ad Keywords
Amazon shows your ad for the set of keywords you chose but it also checks if those keywords are included in the listing detail (title, bullet, description and search terms) as well. That’s why you should check whether any keywords that don’t have any impression are included in the listing detail. If not, then you should add those keywords in the listing. This way ads will be displayed for those keywords as well, and reach the potential audience. Amazon keywords monitoring tool is another important tool which helps in tracking ranks of your product on targeted keywords.
Avoid Unwanted Search Queries
Ads are not always shown for the keywords you have selected as a Amazon seller. For example a customer searches for “handmade leather handbags”. A seller has bid on “leather handbags” Amazon will show the ad in the search result. When customer opens the ad only to find out that leather handbags are not handmade. It’s highly unlikely that customer will make a purchase but the seller has still paid for the click on ad.
There are two options to prevent the unnecessary cost that may occur in such situation. You can either set keyword (1. match types or (2. negative keywords to optimize your PPC campaign.
Update Product Selection in Ad Groups
There are several different products within an ad group and they have the same set of keywords. Over the time you will know which products sell most. You need to remove less selling products from that ad group to use your budget wisely on ads for those products which sell most and have high ROI. This is a continuous practice to send clicks and impressions to those listing which will effectively convert visitors in to customers.
Bid High on New Keywords
During your PPC campaign when you’re going to target new keywords, it is recommended to bid a high price. Because new keywords don’t have traffic history and Amazon will prefer high bid while displaying ads. This way you can quickly start getting impressions and clicks on your targeted keywords. You can lower the bid price once you sufficient data to find the best bid price.
Find New Keywords
To find new keywords which are most relevant to your listing is easy through the PPC campaign. For the beginners it is recommended to use automatic campaign and let Amazon decide the best keywords for your listing. Later you can use the most converting keywords for a manual campaign to take the full control of your PPC ads to improve sales.
You can also run manual and automatic campaigns simultaneously for the same products. After a couple of days you will know which search terms have generated most sales. Then you can transfer those search terms in to your manual campaign and retarget. Basically, this way Amazon did a keyword research for you in automatic campaign.
Share with us your outcomes and results, if you have implemented any of these Amazon PPC optimization tips.