TAS 119 How To Use The NEW Amazon PPC to Receive More Sales (Step by Step Plan)

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125 comments
  • These podcasts are incredible! It’s always invigorating to find new things to try for the business! Quick question: If I have duplicate keywords between PPC campaigns, am I going to get charged on both campaigns when I get a click for that keyword?

  • Hey Scott,

    Once you have identified several exact phrases that work for you. I assume it’s best to also work those into your Listing add copy. Is it more impactful to have them in the title, bullets or description? Or is it best to get them in everywhere you can?

    • The title is going to have the biggest impact on your organic search, but you keywords section (in the listing backend) is going to give you great bang for your buck! Don’t worry about trying to work them all in exactly the way you see them, working them in naturally is key!

  • Thanks Scott for this great post!
    I am starting with 3 campaigns: auto campaign, google keyword planner, and keyword inspector campaign.
    If I understand correctly from what Chris said on the podcast -the manual campaigns (keyword planner and keyword inspector) will be campaigns that I will want to run in the phrase and not the broad campaign, right? (Chris said that about manually scrapping keywords from amazon search bar suggestions, but same idea here).
    The thinking process here is that there are already very “wild” long tail keywords, and running them in the broad campaign may result in very irrelevant results.
    What are our thoughts on this Scott?
    Thanks again!

    • Hey Brian, keyword planner and keyword inspector are slightly different than the Amazon toolbar suggested keywords. You would want to run those in a broad campaign first. Yes you will get SOME off the wall results, but Amazon will try to show you for the most relevant keyphrases out of what you upload. From a PPC perspective, the more data you have in the beginning, the better! In the case of the Amazon autosuggested keywords (the toolbar keywords) you would run them as phrase because they are already what people are searching for (blue garlic press) and Amazon is telling you that people are using them (by auto suggesting). Just about everything else would start out at the broad level, with you moving the winners down the ppc funnel!

  • first ppc was auto it bombed should i keep doing the auto? i started a manual one with amazon suggested keywords for broad i cant find phrase or exact on there.

    • Hey Brent, you’ll want to take at the keyword report to know what worked and what didn’t. As far as the manual campaign goes, you’re stuck with broad match on those keywords. Spend a little time digging through the report and setup your phrase match and exact match campaigns based off what’s working!

  • ran my first ppc ad it was a bomb only recieved 11 clicks. how do i download and look at what keywords people where searching.

    • Hey Brent, if you go into your advertising reports (in seller central) you’re going to want to download the customer search term report. That will give you the info you want!

  • Hi Scott and Chris,
    Thanks so much for your podcast. I really love it. Although I’m a little overwhelmed by the details.
    I would like to summarize to make sure that I have it all right. (Please bear with me;) )
    1. Create Auto Campaign. (And Targeted campaign with suggested keywords.) Extract keywords from there.
    2. Create Targeted broad campaign with keywords you collected from the above.
    3. Create Targeted Phrase campaign with the wining Keywords. (or costumer search term? what would you enter in the phrase campaign.
    4. Create New targeted Exact campaign and enter wining keywords (or costumer search terms).
    Did I get it write? I would highly appreciate if you can answer me that:)
    And one more question please.
    What s the whole purpose of narrowing it down in the phrase campaign. If you run a report on the Broad campaign you can see the conversion rate of each costumer search term.. So if you see a term converts well why not throw them straight in a exact campaign? What’s the purpose of the in between phrase campaign?
    Am I missing something?
    Thanks so much guys! You’re so helpful.

    • Looks like you got it right ! Just remember that you’re using the customer search terms in each phase.

      The reason you don’t go straight to exact is just because phrase let’s you filter to be sure. You could move straight to exact, but there is a chance a golden nugget will be missed !

  • Thanks so much Scott, awesome! When using amazon PPC I’ll run automatic campaign for 2 weeks, and then move any keywords that had a sale to a manual campaign, run on broad, and any thats getting sale make it phrase? is that correct? Do I continue to run the automatic campaign AND the manual campaign together so I can add more keywords if any get a sale that I have not already added to my manual campaign? If so the same keyword could be in both campaigns , does amazon know to use the manual campaign? or do you need to make auto campaign lower bid then manual, although that will effect all auto keywords?

    • Hey Nicky, when you ad keywords to your manual or phrase campaigns, you can add those same keywords as negative keywords on the other campaigns. That would stop them from running against each other. As far as if you have to pause your auto campaign….NO you don’t! In fact I still have my auto campaigns running.

  • I feel like I’m missing something here but it’s probably my lack of understanding of PPC…

    After running the Auto campaign and you have some insight into which keywords are potentially good…why put them through the phrase bucket? What value does this provide? What would the phrase portion of this process do for us?

    Why not just move the keywords that were doing well derived from the auto campaign, directly into the exact phrase bucket to maximize the budget for those keywords that were converting well (according to the auto campaign)? I’m failing to see the purpose and value of putting the keywords into phrase before moving them into exact.

    • If we look at the example of “garlic press”, if that shows up as a customer search term in your broad campaign, you COULD move straight to exact. The purpose of using the phrase campaign is that it gives you an extra chance to catch variation on that keyword, e.g. blue garlic press….you would still show up when someone searched for exactly “garlic press” (like you would for exact), so it can’t hurt to run it through phrase first to make sure you don’t miss any variations that could prove useful. Either way should work 🙂

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