Did you know that 6 out of 10 Amazon sellers struggle with PPC Campaigns because of limited knowledge of how to structure their campaigns?
Here are some tips and strategies for building a robust Amazon PPC campaign structure.
Attain a Balance between Automatic and Manual campaigns
The goal is always to create a structure that is easy to set up and manageable in the future. Remembering that the ad budget is controlled only at the campaign level, it is essential to strike a balance between the number of automatic and manual Amazon PPC campaigns to get the best of both worlds and save money. If the product PPC sales are X per month, then you set up Y campaigns: M automatic campaign(s) and N manual campaigns. You should also introduce ASINs of competing products in one of your manual campaigns so that your product will be displayed on their product detail pages.
Create One Ad Group Per Campaign
Amazon’s algorithm is twisted. Amazon’s mysterious algorithm gives you control over your ad campaigns and, strangely enough, takes it away as well. Things like Automatic campaign targeting and broad keyword matches are absolutely in command of Amazon. In a scenario like this, it is only natural to be thinking about your money: how much money will get distributed between ad groups and keywords.
Let’s take an example. You create a campaign and introduce multiple ad groups within it. Now it is up to Amazon to split the campaign budget between the ad groups. If the campaign budget was 500 $ and you create two ad groups, each ad group may or may not receive the perfect split amount of 250$. There could be a massive difference between the two. The algorithm calculates what will work better and distributes the budget accordingly.
So, you would want to create only one ad group under a campaign to counter this problem. It guarantees the flow of the entire budget directly into that ad group, which then flows directly into the keywords.
Add Only 10 Keywords Per Campaign
Now that we have discussed that there should be one ad group per campaign, is it a practical choice always? You have limited control over your campaigns as can be understood from before. On a much deeper level, we cannot also control how much spend each keyword is going to get.
With much experience, knowledge, and trial and error, a count of 10 keywords per campaign is ideal. But considering Amazon’s dynamic nature, algorithm or feature changes can be introduced frequently. So, it’s best to keep an eye on it.
Choose Keywords with Similar Search Volume
Keywords with different search volumes cannot be mixed and put in the same ad group of an Amazon PPC campaign. When you place a high search volume keyword with a low search volume keyword, the former uses up all the budget. As a result, it receives all the impressions.
Even if you have the power of a massive budget, Amazon can figure out more potential in a certain keyword. It will neither shy away from using all your money on it nor from reducing the potential of lower search volume keywords from becoming profitable.
Use Long-Tailed Keywords
Choosing long-tailed keywords early on controls the competition from highly competitive keywords and drives sales from all Amazon customers having high intent of purchase. This saves your budget and gets your brand the exposure it rightly deserves as you will gain a better position and reputation for those generic keywords in the Amazon marketplace.
Setting Negative Keywords
Negative keywords prevent your advertisement from appearing after entering search terms. They do not match your products or perform poorly in driving sales and just cost you too much for clicks. Implementing negative keywords reduces ad spending, boosts listing rankings, removes keyword cannibalization, and, in turn, maximizes ad revenue.
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