2 TYPES OF CAMPAIGNS for your Amazon FBA PPC launch strategy
There are 2 types of campaigns we are going to create:
- Launch Campaign
- Ongoing Campaign
The Launch Campaign is a short-term campaign that is run to complement your launch.
The Ongoing Campaign is the campaign that is going to keep running infinitely until you decide to stop it. The final part is how to maintain your campaign on an ongoing basis.
You set up this Launch Campaign to complement the promotion. Amazon will see a Double Whammy of traffic for your targeted keyword and this helps entrench the launch.
So click on Apply All box at the top. As soon as you do this you will see the bid change to the Amazon Recommended bid.
- Exact; and
- Low Bid.
Scroll down and now you get to add your products. You can either click in the box under Products and search for them by product name, ASIN, or SKU. This option is the best if you have a lot of products. If you don’t have many products you can just scroll down to see a list of all your products and select them this way. To select your products click on the Add box.
We suggest a different ad group per product.
Now, you can enter your keywords here.
You will add the same list of keywords for Broad, Phrase, and Exact, and there is a different list of keywords for Low Bid.
This step makes it quicker so that you can adjust all keywords at once instead of doing it page by page.PLEASE NOTE: If you have more than 100 keywords you need to change the keyword bid on every page and not just the first page.
In the box next to this it will be blank. So click in there and type 20%. Then click on the yellow Save box. Your keyword bid price will now be set at Amazon Recommended less 20%. This is so that you don’t overbid. You need to see what keywords work for you first and what keywords are just too expensive and drive the ACOS up.
We suggest Amazon Recommended LESS 20%.
How To Maintain Your Ad Campaign And Achieve A Good ACOS:
Now that you have set up your campaigns you are going to need to monitor them closely for the first few weeks to avoid one keyword using up too much budget. We suggest you do this ‘sweep’ after the first week. You may be tempted to lower the keyword bids before the week is up however it will be risky to do this sweep too early as it will not give you a good gauge on how that keyword is really performing.
It takes a while for sales to show on the keyword – one week the ACOS might be really high but once the sales start coming through it could end up to be a good ACOS. If you lower the ACOS too soon you stand the risk of missing out on potential sales as your listing won’t win the bids.
So, to start your advertising campaign sweep follow these steps:
If you find that your PPC campaigns have had no sales, there are a few reasons:
- Sponsored ads are not showing because there are so many high bidders competing in our suggested keywords. Now you will remember from setting up your campaigns that our strategy is setting the bids 20% below the Amazon recommended bid. This is because we’re only trying to win on some good keywords that are most relevant as this will result in a better click-through-rate and thus a better ACOS. However now you can try increasing the bids have had previously set, to the Amazon recommended bids.
- Sponsored ads are working perfectly but nobody is buying. It could be a seasonal product in which case your competitors will be having the same issues. Mainly it is due to buyer behavior/ preferences around your product. We suggest you look into the following:
- Good PPC campaigns