10 Tips for Amazon PPC Optimization
Updated: May 31, 2019
10 Tips for Amazon PPC Optimization
Amazon PPC optimization is necessary if you want to really boost your sales and get your products seen. Learn more about how to optimize your PPC ads here.
Working on your Amazon PPC optimization is such a daunting task. You already slaved away, setting up your brilliant campaign. Now you have to spend even more time optimizing the thing. Really?
We know you’ve heard it before, but honestly, it’s worth it. Optimization can change a middle campaign to a highly successful campaign within a week. The key is to know which elements to adjust.
Fortunately, you have this handy reference to speed up the process. Below, we’ve outlined 10 of the best tips for optimizing your Amazon PPC campaign. When you’re ready to skyrocket the return on your ad spending, read on.
1. Make Sense of the Mess
The organization is half of the battle. It will save you time and money. Trust us, we’ve seen the results.
Whenever you build a new campaign, check to see how it fits in with the other campaigns you already have running. How does it fit in with your other products? What about your other strategies?
Organize your campaigns according to how well each product performs. It’ll give you a better indicator of which methods are working, and which aren’t. You can then steal ideas from your best campaigns to use in those that need help.
Also, create new campaigns specifically to test new products or keywords. The idea is to keep everything segmented so you can make sense of your metrics.
2. Change your Keywords
Amazon won’t display an ad to a customer if it considers that ad irrelevant. That’s where keywords come in. Amazon judges your ad’s relevance based on your keyword choices.
The better they match a shopper’s query, the more likely Amazon will place your ad in front of that shopper. Let’s assume, for example, you choose the keyword phrase “waterproof hiking boots.”
If a shopper is hunting for 50-inch plasma televisions, your ad isn’t a good match. If a shopper is hunting for a wedding dress, it’s still not a great match. If a shopper looks for hiking tennis shoes, on the other hand, your boots might be a fit.
3. Find Irrelevant Search Queries
Some keywords don’t generate sales. It’s usually because the same keyword refers to two or more things. For example, the word “scrum” refers to a type of software development framework as well as a player formation in rugby.
Negative keywords give you the power to sort out queries that include words which indicate a non-match. In the above example, one of your keywords would be “Scrum.” One of your negative keywords would be “rugby.”
You can download your search term report from Amazon which will indicate which keywords aren’t working. With it, you can identify irrelevant search query terms and put them on your negative keywords list.
4. Identify Keywords with the Lowest ACoS
If you haven’t heard the term before, ACoS stands for Advertising Cost of Sale. It’s a metric you need to become acquainted with if you want to stretch your ad dollar. ACoS measures the performance of your Amazon Sponsored Products campaign.
It’s the ratio of your ad spend to your targeted sales.
Once you identify your ACoS, create a new campaign dedicated solely to the terms with the lowest ACoS. These are the guys that’ll give you the most bang for your buck.
5. Test New Keywords
You missed some keywords when you set up your campaign. Why are we so certain? Because even the NSA would miss a few of the keywords when setting up a campaign.
There isn’t enough room for all the keywords which might work. The digital environment is also changing each day, dependent on world events, popular media, the newest trends. It’s an ever-evolving monster.
The only way to keep up with it is change along with it. Test new keywords regularly, and place higher bids on them. That way, you can generate enough data to figure out whether they’re going to be profitable.
6. Track Everything
It’s easy to forget about metrics when your life gets busy. Easier still when your campaign is succeeding. Unfortunately, you’re going to use those metrics not only to adjust this campaign but also every consecutive campaign.
Numbers are the only way to make certain your ads succeed. Data is the only means by which you can determine where to focus your ad spend. And most importantly, they’re the only way to know how you should fix your campaign when it’s broken.
If you track your product performance, you’ll know which of your products are the top sellers. With that information, you can start a new campaign for the top sellers and dedicate a large portion of your budget to it. That’ll give you the largest return on your investment.
7. Mix and Match
Amazon gives you the power to choose from broad, exact, and phrase matches. If you want to gather data on search terms used by your shoppers, set the match type to broad. Then dedicate a higher portion of your budget to your campaign to receive data immediately.
8. Include Long-Tail Keywords
Long-tail keywords is a keyword phrase which contains at least 3 words. They’re used to target niche demographics instead of mass audiences. They’re more specific, so they’re less competitive than other, more generic keywords.
For instance, let’s assume you’re selling bracelets. If you use the keyword “bracelets,” Amazon will place your ad in front of anyone looking for any type of bracelet. If you use the long-tail keyword “ethnic tribal bracelets” however, your audience will be much smaller.
They'll also be more likely to want your product.
9. Let Amazon Do the Work
You won’t find this in too many Amazon PPC guides, but we say let Amazon do the heavy lifting. They can identify new keywords you might like to use. Simply create a new automated campaign and download the search report.
Then look at the keywords they generated. If you let the campaign run for 3-4 days, it’ll gather enough data to tell you which keywords they tested will be most profitable.
10. Don’t Compete Against Yourself
If you sell multiple products on Amazon, you may create campaigns that compete for the same customers. Often it happens without you even realizing it. You don’t need any special Amazon PPC optimization tools to find these blunders.
Simply head to your dashboard and look at your campaigns. Which ones might be competing for the same audience? Now check out their keywords.
Do your campaigns share any of the same keywords? If so, change them. If you can’t, can you strategically add negative keywords to rectify the problem?
What to Do with Your Amazon PPC Optimization Tips
Amazon PPC optimization is a time-consuming process, though not necessarily a difficult one. Try implementing one of the Amazon PPC tips each week for the next ten weeks. The time will give you the chance to grow comfortable with each strategy before moving on to the next.
If you found this information useful, pop over to our library full of other insightful Amazon PPC articles. So long and good luck!