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

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  • According to Amazon:
    If the same SKU is in a campaign with manual targeting and a campaign with automatic targeting, and if the campaign with automatic targeting has a higher maximum bid, then the SKUs ad will only receive impressions and clicks in the campaign with automatic targeting. Because automatic targeting automatically matches your SKU to all relevant customer searches, a higher bid will beat a lower bid on a specific keyword in a campaign with manual targeting for the same SKU.

    • It sounds simple in practice but it’s not actually always the case. The automatic blast campaign is great, but it most certainly does NOT capture everything. Plus once you’ve started to see which words works, you’ll want to stop them from running in the autocampaign and run them in a manual phrase campaign, once you start adding negative keywords to auto the basic amazon guidlines go out the window

  • Hey Scott, we’ve pulled out keywords from our auto campaign which are profitable and have created separate manual campaigns targeting the same keywords.

    We want to keep the auto campaign running as it’s working well for us, but I wonder if we’re pushing the cpp higher by having the same keywords in different campaigns and simply cannibalising clicks that we would have gotten anyway from our auto campaign.

    My gut tells me we should keep both campaigns going, but I wondered if you had any thoughts on this?

  • Awesome podcast Scott and Chris, thanks for sharing!

    This might be a stupid question (I’m pretty sure it is), but I’m going to ask anyway.

    Can you confirm:

    Do we only add one keyword (the main one) per phrase match campaign?

    If we do, is this so that we can drill down and make this keyword work for us as best as possible?

    i.e. remove all the low converting clicks, and only keep the golden nuggets

    If we had multiple keywords in there, the budget will be spread out across many different keywords.

    Therefore, we will not get as much data back.

  • One more question, do you also suggest having an auto campaign running in addition to your manual campaigns for the same listing? I re-enabled my auto campaign alongside my manual and it barely gets any impressions, thinking maybe it would catch all those extra keywords my manual ones does get. Should I take all of my keywords from my manual and put it as negative keywords in my auto?

    • I generally will keep the running as long as they are performing. You don’t HAVE to add them all in as negatives (there is not negative broad match on Amazon), so it can’t hurt all that much just to let them run.

  • Lets say garlic press converts very well for you. What’s the benefit of having it in the broad vs. moving it to a phrase or exact match separate campaign then? I can’t see it reducing your cost as it doesn’t appear that way like Adwords does. Amz PPC doesn’t seem that sophisticated, you pay the same price whether that term is broad or exact match. The only benefit I can come up with is taking advantage of bid+ feature on just those highly convertible keywords vs. a broad term that will eat your budget with crappy keywords mixed in. Am I missing something?

    • Hey Curtis, moving it to phrase or exact actually gives you control over when you show up (and how much you’re spending on the term). When you run broad you will appear for any number of variations for the keyword. “Garlic press” would run your ad for “garlic press”, “Bench Press”, “purple garlic” etc. When you move to phrase (and exact) you have a more granular level of control. Make sense?

  • One thing I have found regarding Amazon PPC is that the organic rank and visibility of your products in the usual product searches gets better right away if you use it. This alone is a reason for anyone to use it, even if you are breaking even with it.

  • When you move the winner keywords into their own campaigns under exact or phrase match, do you also leave it in the broad campaign as well? For example, you have garlic press as a broad term. You then find out garlic press sells very well so you put that under another campaign and list it as a phrase or exact match. Do you not still leave garlic press as a broad match under the other campaign as well so you get more longer tail keywords? How does Amz know which one to show if a customer just searched for garlic press?

    Using such example, I have my own keywords and the price it gives me for est 1st page bid is the same for the same keyword listed as broad and exact under the same campaign. Making me think I wouldn’t save any more money by separating them. So what’s the perks of doing that?

    • When you move a customer search term to phrase or exact, you add that same term as negative phrase or negative exact (match the same type you moved it to) in the broad campaign. That will let other variations of the keyword continue to filter down with out competition inside your own ad campaigns

  • Hi John. Before I get stuck in to this learning I was wondering how you think PPC works for a product that shows up well in keyword searches but is bought on personal choice of fabric design. For example there are lots of, say, scarves but purchaser with choose the pattern they like? My first auto campaign didn’t bring good results and cost me loads but my organic sales have been steady from day 1. Thanks

    • PPC will absolutely work for that! You would want to make sure that you’re advertising to the terms that make the most sense for each variation. I’m willing to bet that people who come in on one fabric type may end up buying another type as well, so keep an eye out for that in your reports

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