Amazon FBA PPC Launch Strategy Instruction Manual | Step by Step

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.

LAUNCH CAMPAIGNS

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.

Log into your Amazon Seller Central Account and hover over Advertising, from the drop-down menu click on Campaign Manager.

On this new page click on the yellow box Create Campaign.

 

On this new page called Choose Your Campaign look at the fist column called Sponsored Products. At the bottom of this column click on the box Continue.

 

You are now on the Create Campaign page. Under Campaign Name click in the box and type the name of your campaign. It will be Launch Your Product Name (eg. Copper Mugs). So it will read Launch Copper Mugs.

 

You can now set your start and end date. The default for the start is the present day and the default for the end is no date which means it will carry on running until you manually stop it. We suggest you change the end date to 2 weeks after the start (to match your promotion).

 

You will now need to set the daily budget for the campaign. The daily budget should be set to $100. Click in the box under Daily Budget and type in $100.

 

Under targeting select Manual Targeting.

 

Scroll down and now you will go on to creating your ad groups. There will be 1 ad group – Exact. So, under Settings click in the box under Ad Group Name and type in Your Product Name (eg. Copper Mugs) Launch Exact. So it should read, for example, Copper Mugs Launch Exact. This is important for your Search Term Report.

 

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.

 

 

When you do this you will see your product gets added to the column on the right.

 

Note: you can also choose to add variations of this product. To do this click on the Add Variations box instead of the Add box. Also if you select the wrong product or don’t want one particular variation added then just click on the X next to the product in the right hand column.

 

Scroll down and choose Fixed bids. You can ignore the Default Bid Box.

 

Scroll down and choose keyword targeting.

 

Scroll down and now you add your keyword and bid prices, etc.

 

So, to add your targeted keyword click on Enter Keywords.

 

Scroll down just a short way and click on the box which is at the bottom of the keyword box (i.e the box where you have just added the keywords above).

 

It will take a few seconds to load and then you can scroll down and change the price of the keyword bid.

 

Now you are going to adjust the pricing to the Amazon Recommended Bid.
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.

 

Now you are going to change this bid again to Amazon Recommended + 50%. This is so that you ensure you win this particular keyword bid so that your sponsored ad will show up on page 1 in a search. So, in this example above it will be $1.07 + 50% = $1.61. So click in the Keyword Bid box and type this in. Once you click out of this box it will be saved automatically.

 

If you scroll down further, there is a box where you can add negative keywords if relevant/ wanted. For example say you are launching a handbag and you only have 2 colors – red and beige – you may wish to exclude a popular searched color such as black. This stops your ad coming up when people search for “black handbag”. This can be helpful to keep the ACOS down.

 

Now you can click on the yellow Launch Campaign box.

 

You will be directed to a page saying “Congratulations, your campaign launched successfully”. And you can review the details of your campaign here.

 

ONGOING CAMPAIGNS

Log into your Amazon Seller Central Account and hover over Advertising, from the drop-down menu click on Campaign Manager.

 

Click on the yellow box Create Campaign.

 

On this new page called Chose Your Campaign look at the first column called Sponsored Products. At the bottom of this column click on the box Continue.

 

You are now on the Create Campaign page. Under Campaign Name click in the box and type the name of your campaign. It will be Ongoing Your Product Name (eg. Copper Mugs). So it will read Ongoing Copper Mugs.

 

You can now set your start and end date. The default for the start is the present day and the default for the end is no date which means it will carry on running until you manually stop it. Leave the end date as the default (no end date).

 

You will now need to set the daily budget for the whole campaign (so it will include all 4 ad groups). The daily budget should be set to $100, but it can be set to anything you want. Click in the box under Daily Budget and type in $100.

Under targeting select Manual Targeting.

Scroll down and now you will go on to creating your ad groups. There will be 4 ad groups:

 

  • Broad;
  • Phrase;
  • Exact; and
  • Low Bid.
We are going to start with Broad and work our way through them all. So under Settings click in the box under Ad Group Name and type in Your Product Name (eg. Copper Mugs) Broad. So it should read, for example, Copper Mugs Broad.

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.

When you do this you will see your product gets added to the column on the right.
Note: you can also choose to add variations of this product. To do this click on the Add Variations box instead of the Add box. Also if you select the wrong product or don’t want one particular variation added then just click on the X next to the product in the right hand column.

Scroll down and choose Fixed bids.

Scroll down and choose keyword targeting.

Scroll down and now you add your keywords and prices etc. It is also a good idea to set the default bid. This is useful when a particular keyword doesn’t have any historical price data on it yet and so the price will be set to the default you set for all these keywords. To start off its best to leave the default bid at $0. 75 but if you want to change it click in that box and change the price.

 

Now to add keywords click on Enter Keywords.

Under Match Type there is a drop-down box where you can choose Broad, Phrase, or Exact. We are going to use Exact.

In the large box below you will see the text “Enter keywords … “.
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.

 

In the large box below you will see the text “Enter keywords … “. Now you can enter your keywords here.

Scroll down just a short way and click on the Add Keywords box which is at the bottom of the keyword box (i.e the box where you have just added the keywords above).

It will take a few seconds and then you can scroll down and see how many keywords were added, and here you can change the price of each keyword bid.

lf you scroll down further, there is a box where you can add negative keywords if relevant/ wanted. For example, say you are launching a handbag and you only have 2 colors – red and beige – you may wish to exclude a popular searched color such as black. This stops your ad coming up when people search for “black handbag”. This can be helpful to keep the ACOS down.

 

Now you can click on the yellow Launch Campaign box.

You will be directed to a page saying “Congratulations, your campaign launched successfully”. And you can review the details of your campaign here.

We now need to adjust the bid price for each keyword. So click on the grey Edit Campaign box at the top.

On this new page you are directed to, click on Ad Groups tab at the top.

Now scroll down and click on your ad group – Pageoneify Cooper Mugs Broad for example.

Click on Keywords tab at the top.

Scroll down and you will see all your keywords and how many pages and how many keywords you have. You can work page by page or you can click the box at the bottom right of the page Results per page and change that to more than the number of your keywords. For example I have 58 keywords so I am going to choose 100 results per page. The max is 100 results per page.
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.

Now scroll up to the top of the box of your keywords. There is a check box on the left at the top of the first column. Click on this check box. This will select all the keywords on this page (at the top on the left it will tell you how many keywords have been selected. In my example its 58)

Now scroll up to the top of the box of your keywords. There is a check box on the left at the top of the first column. Click on this check box. This will select all the keywords on this page (at the top on the left it will tell you how many keywords have been selected. In my example its 58)

Now click on the same check box at the top on the left and then click on Adjust Bid. The box will now say “Set bid to ($)”. Click on this box and a drop­down box will now appear. Click on Decrease Bid by (%).

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%.

The next screen will tell you how many bids have been updated. Then click OK. In this example you will remember that I have 58 keywords. If for example, it says 54 of 58 bids updated it means that 4 bids have no historical price bid data and so it will just remain at Amazon Recommended or the default bid that we mentioned earlier. This is not a problem and you can change each one manually if needed.

The last step is to filter for bid price. We need to check that the Amazon recommended price (less 20%) is still not too high. Generally you should cap your bids at $1.50. So click on bid at the top of the column and you will see you can order it from greatest to smallest or vice versa. We want to sort from greatest to smallest. Change any bids that are above $1.50. In this example no bids are above $1.50.

So that’s Broad set up. Now you are going to set up Phrase. So scroll to the top of the screen and click on your campaign eg. Pageoneify Ongoing Copper Mugs.

Click on the yellow box Create Ad Group.

Now you are going to continue setting up the exact same ad group for Phrase and Exact. So, follow steps from point 8…. But use the ad group name Copper Mugs Phrase (for Phrase) and Copper Mugs Exact (for Exact).

 

Also VERY IMPORTANT – Under Keywords and Bids (where you paste your keywords) remember to select Phrase and Exact for the relevant campaigns.

Once you finished setting up your 3 campaigns (Broad, Phrase, Exact) you also need to set up a Low Bid campaign. A Low Bid campaign is where you use specific keywords that are quite broad i.e. for my Copper Mugs campaign one of the words we could use is “present”. So, for example when someone types in the phrase “mug” our listing/ ad will show up.
Now the key point of Low Bid is to set the bids very low. We set them to $0.30. This is because as you can guess “mug” is a very competitive phase and this will eat up your budget. So we set the bid low enough so that we are not competing but also so that it will eventually show up. Low Bid campaigns typically have low traffic but also low ACOS so they are very effective.

 

So, to do this you create Low Bid as another ad group just as you did for Broad Phrase, and Exact. You will call it Your Product Name (Copper Mugs) Low Bid.

When you get to adding the default bid enter it as $0. 30 and the Match Type is Broad. Then you enter your keywords and then click Create Ad Group.

You are now finished setting up the Low Bid Campaign. You do not go back and change the prices as you did with the other campaigns.

 

Once you have finished creating all the ad groups keep reading below for information on how to maintain your ad campaigns, and how to achieve a good ACOS.

 

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:

Click into your campaign and click on any ad group. Then click on the Keywords tab at the top.

 

Now you can see a list of your keywords and how they are performing. The first time you do this sweep you can leave the date range as Lifetime, however every month you should set the date range as Last 60 Days.

Then use the top filters to filter first for spend.

Now you can see a list of your keywords and how they are performing. The first time you do this sweep you can leave the date range as Lifetime, however every month you should set the date range as Last 60 Days.

In these instances we reduce the bid price by 20%. So in the example above the bid price is $0.77 – 20% = $0.62. Now enter this in to the bid price box. And then click on the yellow save box.

Carry on doing this for every keyword that has spent and no sales.

 

Now we are going to filter for ACOS.

Here we are looking for all keywords that have an ACOS above 30%.

 

With these keywords you are going to take the ACOS percentage less 30%. So in this example for the keyword “Moscow mules set” it will be 58.67% -30% = 29%. Now you reduced the bid price by 29%. So in this example $0.73 – 29% = $0.52. This is your new bid price so enter that in the bid price bid and click on the yellow save box (as discussed above). Do this for all keywords that are above 30%.

 

Lastly you can consider putting in some negative keywords. For example say you are launching a handbag and you only have 2 colors – red and beige – you may wish to exclude a popular searched color such as black. This stops your ad coming up when people search for “black handbag”. This can be helpful to keep the ACOS down.
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:
    • Pricing
    • Images
    • Reviews
    • Good PPC campaigns
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