Today we’re going to go over how to set up your PPC campaigns effectively in order to scale your Amazon sponsored ads.
Scaling Amazon sponsored ads? What does that mean exactly?
It means you’ve achieved some success already with your current Amazon PPC campaigns, and now you just want to take them to the next level.
Now these strategies are the exact ones that we use that ZonRush for all of our Amazon PPC clients, and have even 60x this sales for a particular client that we got back in November.
I know those numbers sound astronomical, and I wanted at least 90 days worth of data to show you exactly what we do at ZonRush, and how you can copy these exact strategies in your own campaigns in order to scale for exponential growth.
So let me show you exactly what this looks like.
In October, the mentioned client’s sales was $187, with 176% ACOS. We got them at the beginning of November. And you can see, we already have a 20, almost a 30x in sales, and an average ACOS of 176%, down to 33% in only 30 days.
And you can see after that in December, which is one of the most competitive times to advertise on Amazon, we actually almost cut the ACOS in half again, and doubled the sales for this client.
In January, you can see the sales are increasing even more, and the ACOS is coming down.
So $6,283 in January, compared to $187 in October.
I wanted to show you guys that these strategies are extremely potent; and you can implement these exact same strategies in your Amazon sponsored ads in order to achieve similar results.
More competitive bids
Alright, so the very first thing you’ll want to do once your Amazon PPC campaigns are already producing some favourable results and you want to take the sales to the next level is be a little bit more competitive with your bids.
So what does that mean?
It basically means that you’re going to need to incrementally increase your bids by either 10 cents as a minimum, or 10%, whichever is greater.
Now, with that being said, when you’re incrementally increasing these bids, be sure to do it in seven day increments. And the reason why you’re gonna want to do it this way is because you’re gonna need to measure the results. And if you can’t measure the results effectively, then you’re essentially just guessing as you’re going. And we don’t want to do that.
I think a lot of newer sellers make the mistake that once their campaigns are producing profitable results, they have a really low ACOS that begins receiving the bids too much too soon. Therefore the results get convoluted.
And they usually will see their ACOS spike, because just increasing your bids doesn’t necessarily mean more sales, it just means that you’ll be able to pay for more impressions on the Amazon Marketplace, which is why you want to do this systematically, and measure the results every seven days so that we’re not spending way too much money too soon.
So let me show you exactly what I mean.
Once you’re inside of your Amazon PPC campaigns and you’re looking at your keywords, go ahead and begin increasing the bids from what they’re currently at, by either 10% of the current bid, or 10 cents, whichever is greater.
And again, you only want to target placements that are doing extremely well with ACOS – or at the very least your breakeven point. This strategy will allow you to scale the winners by incrementally giving them a little bit higher bids in order to pay for more impressions on the Amazon Marketplace.
Now part of scaling your Amazon sponsored ads campaigns also means you must reduce the bids on keywords and product placements that the ACOS is just too high for you to manage. And so as you’re going through your keywords, wherever you see that the ACOS is past your breakeven point, you can be a little bit more generous with the percentage that you lower it, as opposed to the percentage that you raise if the ACOS is really good.
So for example, the keyword shown in my video has a 65% ACOS. You can see we’re already below Amazon’s suggested bid.
So what you should do is just lower the bid by maybe 15 to 20 cents, so a good percentage to lower the ACOS would be 30% increments downwards. So if you see that your average cost per click is $1, just lowering it 30 cents on a weekly basis will take you down to 70 cents, then to 40 cents, and so on until you can actually start to see the ACOS go down and improve your sales and profitability for those keywords.
Now, if you don’t see that the ACOS is improving, even with those dramatic reductions in bids, then it’s probably going to be best that you actually pause that keyword altogether and begin adding new keywords, which I’m about to get into next.
So now we’ve just gone over how to optimize the bids for your current set of keywords inside your Amazon PPC campaigns.
Part of the scaling process also includes finding new opportunities, where keywords that have potential are profitable for your account can now be systematically added to your PPC campaigns.
So we’re going to do a little bit of keyword research over the shoulder to show you exactly how to find the best keywords to now begin putting into your Amazon PPC campaigns in 30 day increments.
So a lot of you already know that one of my favourite keyword research tools is Helium 10: That’s the tool we’re going to be using to do our thorough in-depth research for keywords.
So the specific tool inside Helium 10 that we’re going to be going over is called Cerebro.
So go ahead and click on Cerebro. And they do have a free portion of this available to you.
And if you want to pay for a subscription, you can go ahead and use my affiliate link where you can get half off on your first month when you use coupon code FULLMETALSELLER50. So that way, you don’t have to pay full price.
And so let’s go ahead and reverse engineer your ASIN first. And I think that’s one of the best places to start. Because you can already see where you’re ranked, and you can literally extract that data, and maybe start campaigns where you’re already almost on page 1, and just basically put a ton of PPC behind those keywords until you’re ranked top of page 1. This software makes it incredibly easy to do that.
So the first thing we’re going to do is we’re going to go ahead and paste our ASINs into it, and then we’re going to click on ‘Get keywords.’
The reason why you will apply these specific filters to your actual keywords is because you only want to see keywords that are 100% relevant, which is a crucial element when you want to scale your Amazon sponsored ads campaigns.
So let’s go ahead and look at the keywords now.
A good way to begin adding keywords is to add keywords where you’re already ranked on page 2, 4, which means you’re already relevant for those keywords.
If you’re on page 2 now, you just need a little extra push for those specific search phrases in order to get ranked on page 1, and increase your sales on Amazon.
And if you’re already ranked on page 2, it means you’re almost there.
So let’s go ahead and scale your sales by pushing more keywords to page one. Now all of the campaign’s that you’re going to be creating are going to be ‘Exact,’ ‘Phrase’ and ‘Broad.’
So all of these keywords are going to be all three of those match types.
And so then look at all of the keywords. You can arrange it by search volume, and look at all of the keywords that you’re ranked on page 2.
Go ahead and export that data. And let’s go ahead and copy those keywords into a Google Doc, and look at that data now.
So now that you have your Excel sheet up right in front of you, go ahead and find all of the placements, we are ranked 49 and up, which means you’re on page 2 for those keywords, and see which ones are 100% relevant. Paste those into a Google Doc.
Now let’s, for example, paste the keywords ranked 49, 50, 51, into a Google Doc.
Next, remove keywords that are not 100% relevant to your product.
Now a good starting point would be keywords that have a brand name at the very beginning. The reason why you want to remove those keywords is because if a customer is typing in a specific brand name, more than likely, they’re only going to buy products of that particular brand because they’re actually putting it into the search terms.
And so let’s go ahead and remove those keywords just so you can have optimal results when you’re scaling your Amazon sponsored ads campaigns. So now you’re left with only keywords that are 100% relevant.
So after you’ve applied the filters once you use these keywords inside of your campaigns, I recommend adding no more than ten keywords at a time just so you can scale at a manageable rate; because anything more than ten keywords at a time at any one given month.
Remember: you have no idea how these keywords are going to perform.
So it’s best to only limit the amount of nuclear keywords that come into your campaigns every 30 days by 10 keywords, so that we can systematically build on your profitability and increase your sales on Amazon.
Once you’ve used ten keywords, you’re going to want to change the colour to red in your document just to show that they’re already in use.
And you can continue your keyword research by adding more keywords here so that we can do it all at once for the month, and just chunk them out by 10 keywords. And so when you come back the following month, you know which keywords you’ve already used and which keywords you now need to add to your Amazon PPC campaigns.
And remember, as you’re adding these manual keywords to your campaigns, be sure to diversify your campaign portfolio to have ‘Phrase,’ ‘Exact,’ and ‘Broad’ keywords that are all separated by match type only.
So you can copy over the exact same keywords – just change the match type into their own dedicated campaign.
So if you want to see exponential growth in your Amazon PPC campaigns, then these are the exact Amazon sponsored ads strategies that you’ll need to implement in order to be successful.
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.
If you want to watch more Amazon PPC training videos like this, be sure to check out the next tutorial coming up.
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