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Best Amazon Advertising Strategy For Product Variations

  • December 22, 2020


Today I’m going to show you how to optimize your Amazon advertising campaigns when you have multiple variations.

I’m about to show you results for a campaign when we added all of the skews inside of a single campaign, and the variations are simply minor.

And I’ll also show you campaign performance when we separated each individual skew into their own dedicated campaign.

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Alright, so first, let’s go ahead and take a look at some results here (see the video for the actual numbers).

So before we see how we divide the pie between the different campaigns, you can see, collectively, the account is at about $3,000 in ad spend, and almost $15,000 in sales.

The very first month we started for this client was back in September. So you can see the very first month we were able to generate $10,000 in sales, and this client is very eager to test different things.

This particular client has one product which has five variations. So the very first month, which was in September, what we did was create separate Amazon advertising campaigns for each variation. And these are the results for that particular case study.

Let’s go ahead and look at how each individual portfolio performed when we actually separated each individual skew into their own dedicated campaign.

One parent ASIN – five variations

So we separated one parent ASIN with five different variations. And each variation has its own dedicated campaign.

For the very first skew, you can see that we did 19% ACOS (again, this was in September), and $2,200 in sales.

And when we look at the second skew here, you can see that we did $2,200, or almost $2,300 in sales, and 18% ACOS.

If you look at the third portfolio (the third skew), you can see $2,200 in sales with an 18% ACOS.

When we look at the fourth ASIN variation, we can see $1,800 in sales, and 23% ACOS. And the fifth variation has $2,200, and 23% ACOS.

So you can see that when the campaigns are divided individually, it’s about $10,000 in sales.

Now for the sixth particular portfolio, which is completely separate from the five above, what we did was create one set of campaigns, which is our proprietary method of campaign creation; and we added all five skews into that single campaign with more or less the same keywords that we use for all the other campaigns – just to keep all of the variables constant for this test.

And you can see again, we’re still in October. And right now we’re at $3,700 in sales, and 17% ACOS. You can also see the ad spend, which is $655.

So you can see that there’s about a 50 to 60% reduction in sales when you put all of the variations inside of a single campaign.

So it is more than likely that for the next month, the client is probably going to want to continue keeping dedicated campaigns for each individual skew within the parent variation in order to maximize their impressions.

But what we wanted is cold, hard data that clearly shows which method to choose. And again, results can vary.

This is just showing that what you’re essentially doing is you’re telling Amazon when you’re creating these Amazon advertising campaigns that you want to maximize the impressions per skew.

And when you create individual campaigns for each skew (for example blue, red, green, or whatever the variations) for your particular product, if the variations are minor, and the keywords are all relatively the same, what you’re doing is you’re telling Amazon to give you as many impressions as possible for each individual product. And they’ll go ahead and you can see they’ll maximize your impressions and your ad spend.

And if they’re all inside of a single campaign, then Amazon is going to be rotating between the skews and dividing impressions for one set of campaigns. And they’re dividing those impressions between those five products.

On the other hand, when they’re separate, Amazon’s giving you the maximum amount of impressions on a campaign basis, based on whatever your particular bid strategy is.

So something to keep in mind is actually looking and making sure that the keywords inside your campaigns are relevant to the skew.

So in this particular case, because the client’s variations are minor, it worked out that we were able to divide the one parent ASIN, and divide five dedicated campaigns for each individual skew.

For example, if you’re selling iPhone 11, or if you’re selling an iPhone 11 Pro case, and you’re also selling an iPhone 11 Pro max case, as an example, you can see that the sizes are different. But I’m sure there’s a lot of search volume for both of those variations.

So if you put all of those keywords and those two skews inside the same campaign, it’s going to get convoluted, and it’s going to give you some mixed results.

It’s way better if you separate those campaigns from the very getgo and only put “iPhone 11 Pro” keywords for the 11 Pro skew, and the Pro max will only have the keywords that have “max” in the phrase.

And another thing I recommend to sellers is to do keyword research; which is exactly what we did. And our proprietary optimization methods really helped him propel their sales, even with zero reviews.

So when you want to implement this particular strategy, and if you don’t have a lot of budget to work with from the very beginning, what I would advise you to do would be to create just one campaign, and put all of your variations inside of that single campaign.

And after about 30 to 60 days, look at the data, and you’ll see that some of your skews will be performing better than others. And at that point when you see that e.g. two of your four variations are doing really well, then build out a second and a third campaign, targeting each skew independently and give them as many impressions as possible.

If you want to listen to every episode like this on the go, be sure to check out the Savvy Amazon Sellers podcast.

Also, feel free to join the ZonRush Facebook group to get your hands on the latest Amazon seller tips and tricks that are working today for Amazon sellers.

If you have any questions at all, be sure to leave me a comment here or on my video and I’ll try to reply to you as fast as I can.

If you need a little extra help bringing your Amazon advertising campaigns to profitable levels and accelerating your sales, consider partnering with ZonRush: The best Amazon Advertising Management Service that combines the power of artificial intelligence and human optimizations for off the charts sales growth.

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