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

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  • Hi Scott,
    Thanks for the great episode. I have a question regarding the organic sales. You say that you had 1500 sales organically, how are you able to differentiate your organic sales from your ppc sales?

    Thank you in advance 🙂

  • Hi Scott,

    When you move a keyword from a broad match campaign to a phrase or exact match one. Do you just pause the keyword/s in the broad match campaign or add the exact match keyword as a negative match for that broad campaign?

    So broad match is keyword Garlic Press, I find exact match opportunity of ‘cheap garlic press’ I then create an exact match campaign with this in. Do I then put ‘cheap garlic press’ as a negative exact match keyword in the broad campaign.

    I am trying to work out how not to overlap between different ad campaigns at different match levels.


    • Hey James, NO.

      What ever you’re moving gets added as a negative of the same type.

      So If I see that “purple garlic press” is a high performing search term and I add “purple garlic press” to a pharse campaign, I would also add “purple garlic press” as a negative phrase match keyword in the broad campaign.

      Remember you shouldn’t be analyzing your ppc off the keyword report, you need to be using the SEARCH TERMS column of the search terms report, that’s what your customer is actually typing in.

  • Great episode again!

    Amazon suggests the bid for any keyword in the Campaign tool. I am not getting impressions even though my bid it higher than “suggested bid” . Lets say cost per click is .40$ , my bid is .45$

    My question is:

    – is this “keyword” not relevant or just bad keywords no one looks for ( even if it is relevant to my title and description)

    – i should bid more like 50% more than amazon suggest i should to rank for that keyword

    Thanks for the suggestion!

  • Hey Scott,

    Sorry, I know similar questions have been asked before, but I’m having trouble filtering through all the great info here.
    I have been running a broad campaign for the last month and have now worked out what keywords are performing well for me. My question is, do I roll those keywords into a phrase campaign, or do I turn the ‘customer search term’ into the phrase campaign?

    • Hey Kate, you should be using “customer search terms” in the other campaigns. NOT the keywords. Search terms are what people actually typed in when they saw your ad.

  • I have a parent child listing with 3 total children. I would like to drive traffic to the 2 lesser performing children. all share about 98% of the same keywords when setting up PPC I noticed you can pick more than one Product (child) to run under that same campaign. I dont fully understand what that would do. would they compete and show both at the same time in different ad slots or maybe, alternate and how would it show in the search term report? I have gotten pretty good a ppc but cant wrap my head around this part.

    • Hey Gary, the easy way would be to pick ONE child listing to advertise, that way you have full control over which one shows when.

      In your search term report, it should show you which product sold (regardless of which product was displayed on the ad) that should help you figure out which one to push heavy with ads.

  • Thanks for the advice Scott!

    Quick question: So in regards to having 2 campaigns with the same keywords (except one broad and one phrase for example), it will not conflict or bid against each other right? I did email amazon and they said do not use the same keywords in the adset, but did not mention anything about campaigns.

    And also, how long worth of data would you collect before you start trimming your campaigns and optimizing them?

    • Hey Kenny, you’d want to collect no less than 7-10 days worth of data before it’s even worth looking at. Having the same keywords with the same match types anyone on the account can cause conflicts, but it’s not a huge deal. If you notice one in your search terms report, see which match type performs better and pause (or add it as a negative) into the lower performing campaign.

      • Thanks for your response Scott. I am a bit confused as to what you just said, I was told by Amazon that it is okay to have 1 same word but different match types, but you are saying I should have them in seperate campaigns, and I was wondering if you could please help me clarify 🙂

        I generally have just 1 campaign for that item, but 2 different ad sets (1 broad and 1 phrase), and it has been a bit difficult because my item is a bit more expensive and so data is hard to come by, so moving it down the funnel is taking quite a while. You don’t think they are fighting each other do you? I thought only if they are the same match types even in different campaigns, then they bid against each other, but not if different match types correct?

        • Hey Kenny, the reason Chris does them as different campaigns is just to have more control over the budget. He wants to have direct control over the spend for each match type as opposed to setting a general budget for all match types. Does that make sense.

  • Great I have listened to this 4 times now and there is always a nugget. I actually changed my kw while driving .:)

  • Scott,

    I have two products that compete for the same keywords. One is already established on PPC and gets great ACOS for 20 keywords. The other needs more sales but I’m not sure if I should pause the successful campaign’s keywords because I thought I heard you say there could be a penalty for doing so. I’ve currently got the successful campaign at $0.02 bid on many keywords but I think that $0.02 bid is still preventing my other product from showing under those searches. How would you play this?

    Thanks very much!

    • Hey Kris, if they are on seperate listings, I would run ads to both. If they are on a parent child listing I would run ads to the higher converting listing. In either case, make sure you’re taking advantage of the search terms fields in the listing backend. You’d be surprised at the magic you can work but working on that section.

  • Hey Scott,
    Great job on the pod cast. I sell a parent item with many child size variations i.e. garlic press 5″ handle, garlic press 6″ handle etc. I’m currently running broad keyword campaigns for each item and I’m ready to move to phrase match. Many of the customer search terms for each ASIN overlap i.e. blue garlic press converts for each child. Would I be bidding against myself to have blue garlic press in each campaign? Should I only including it in the best converting child ASIN even though I want to sell all sizes? How would you manage this situation.

    • Hey Pete you would generally only need to advertise into one variation, in your case, pick the best selling variation (the one that sells the most) and run your ads directly to that variation. Customers looking for other sizes/variations will still have the option of clicking the one they want, but you’ll drive traffic to the “best” place and reduce any competition against yourself.

  • Hey Scott.

    You have introduced me to the wonderful world of Podcasts! Have no idea how I drove for hours before this! Sales have definitely gone up since using Auto targeting, and used your strategy.

    Question on PPC – In my second week I used the strategy of using AMZ Shark and competitor titles to come up with a list of competitor keywords (these are all branded products) and threw them into a Phrase campaign. Haven’t seen any impressions since, and we were told that the competition keys aren’t relevant. When you say to use competitor keywords, did you not mean that we can use their brand names as well?


    • Hey Caleb, we are talking about using something like Simple Keyword Inspector to get a list of the keywords that they rank for and running a campaign with those! Hope that helps.

      • Ooooh! OK. Thank you Scott!

        I will see how we can tweak that. I’m noticing no impressions for even the main ingredient in our product as well! I wish Amazon would reveal if something is relevant or not.

        You are awesome, thank you so much.

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