How to Structure Amazon PPC Campaigns for New Products
Starting a product is a big deal for any seller but getting people to notice it can be tough. New products do not have a track record of sales, good keyword data or enough customer feedback to help them grow on their own away. This is why having a PPC plan from the start is so important. Having a plan for your campaigns helps you control how much you spend on advertising collect useful information and figure out which keywords and products can actually drive sales. Of putting all your targets into one campaign you should create separate campaigns with clear goals that you can measure. Start With a Goal for Your PPC Before you create any campaign think about what you want to achieve with your advertising. New products usually need to get noticed get traffic make sales and get search data. But trying to do all these things with one campaign can get confusing fast. When you first launch a product your main goal should be to learn what works. Your campaigns should help you find out which search terms are relevant understand how customers behave and identify the targets that’re likely to buy something. A good PPC plan also helps your brand grow in the run. When your campaigns are set up correctly it is easier to see how your advertising is doing and how it fits into your Amazon Brand Management plan. Create Campaigns for Different Things One big mistake new sellers make is putting all their keywords and targets into one campaign. This makes it hard to see where your money is going and which targets are actually working. Instead create campaigns based on what you want to achieve. You can have a plan that includes an automatic campaign to find new keywords, manual campaigns to target specific keywords and product targeting campaigns to reach people who are looking at similar products. Each campaign should have a job. This makes it easier to see how each campaign is doing and make decisions as you get more data. Use an Automatic Campaign to Find New Keywords An automatic campaign is a way to start with a new product because it helps you collect data on search terms. It gives Amazons advertising system a chance to find out what people are searching for and what products are related to yours. The goal of this campaign should be to discover new keywords not to spend all your money. Set a budget. Keep an eye on the search terms. After you have collected data look at which search terms are getting clicks and making sales. You can then move these terms into campaigns to have more control over them. Create Manual Campaigns Based on What People Are Looking For campaigns give you more control over who you are targeting and how much you are spending. For a product it is better to organize your campaigns around what people are looking for instead of putting all your keywords into one campaign. Create groups for your most important keywords and the ones you are still discovering. The keywords that are most likely to drive sales deserve attention because they could become important for your sales. You should also think about separating types of keyword matches when you have enough data. This helps you see which approach is working best and prevents you from wasting money. Give Your Best Keywords Special Attention When a keyword starts getting clicks and sales do not leave it in a big campaign. Your best keywords deserve control. Move your search terms into a separate campaign and adjust your bids based on how they are doing. This helps you protect your opportunities and manage your budget better. At this point Amazon Brand Management becomes more important because your PPC data can show you how people are searching for your product and what language they are using. Add Product Targeting Carefully Targeting products can help new products reach people who are already looking at similar items. It can be especially useful when your product is better than ones has a competitive price or offers more value. Do not target every similar product without doing your research. Focus on products that’re really similar to yours and attract the same kind of customers. Look at how each target’s doing regularly. If a target is getting clicks but not making sales think about lowering your bid or removing it from the campaign. Use Negative Targeting to Cut Down on Waste targeting is an important part of a good PPC plan. As your campaigns collect data you may find search terms that’re not relevant or are wasting your money. Adding these terms to your targets can help you save money and prevent your campaigns from attracting people who are unlikely to buy something. Negative targeting is not a one-time thing. Keep looking at your search term data and improving your campaign plan. Name Your Campaigns in a Way That Makes Sense Having a system for naming your campaigns can save you a lot of time as your product grows. Your campaign names should clearly show what product they are for what they are trying to achieve and who they are targeting. For example use a format that makes it easy to understand what a campaign is about without having to open it. This becomes really useful when you are managing products and advertising campaigns. Good organization also helps with Amazon Brand Management because it makes it easier to track performance report on results and plan your strategy. Keep an Eye on Performance. Make Changes Gradually New product campaigns need regular attention but making too many changes can make it hard to see how they are doing. Give your campaigns time to collect data before making big decisions. Look at metrics, like clicks, sales, conversion rates and advertising costs. Try to find patterns of reacting to one bad day. The goal is to move your budget to the campaigns and targets that
