Best Amazon Advertising Strategy For Product Variations

amazon advertising strategy variations

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.

Amazon Advertising Strategy To Boost Sales – Step by Step Tutorial

amazon advertising strategy

Today I’m going to show you how to increase your sales using Amazon advertising.

In order for this strategy to properly work, you’re going to need to use some sort of a keyword research tool for Amazon, because you’re going to need to see the actual keyword search volume. For this specific Amazon advertising strategy we’re going to target keywords with a high search volume.

So let’s go ahead and start using this tool.

We’re going to be using a tool called Magnet Keyword Research by Helium 10. You’ll need to put in your specific main keyword phrase: So for example, if you’re selling charcoal teeth whitening toothpaste, go ahead and put that in the section highlighted in the video, then click ‘Get keywords.’

Also, go ahead and add some filters so you can begin seeing the actual results properly.

One of the easiest ways to refine your search is to target the keyword search volume and make sure you put an attribution of your product.

So basically you have to use the filters necessary to give you good results on keywords and keywords that are meaningful to your product, because they’re highly relevant, which means the attribution is high.

So for keyword search volume, I usually put a minimum of 500, and for advanced filters, the attribution is going to be charcoal. You can also put toothpaste in there.

If you have multiple attributions that make your product unique, go ahead and add those there. Then go ahead and click ‘Apply.’

Now we’re going to see good keywords that are highly relevant, and have a minimum of 500 monthly searches. Those specific keywords are gonna be the base keywords for this specific Amazon advertising campaign.

Once you have the keywords loaded up, all you need to do at this point is export the data, and once it’s exported, copy the keywords into a Google Doc.

Once you paste the keywords inside a Google Doc, it’s very important that you filter the keywords further and remove any keywords that are not highly relevant or highly related to your product.

This will help you save on ad spend, because if there are keywords in here which are not 100% relevant or have a high relevance, then you could save yourself potential wasted ad spend ahead of time by just simply removing these keywords from the list.

So as you’re going through the keywords you pasted into the document, you now have to remove any keywords that are not relevant.

Now go ahead and copy the keywords, and we’re going to go ahead and use them inside of an Amazon advertising campaign. I’m about to show you how to create this very specific Amazon advertising campaign to boost your sales.

Once they’re copied over, I also will change them to red, just to know that the keywords here have already been used.

For this specific campaign to work properly, it is ideal to have between 15 to 25 keywords very specific for this campaign. So if you have 100 keywords, you’re only going to copy 15 to 25 of these keywords and make sure you highlight them with red, so that you know they’re in use.

Now let’s actually jump into the campaign creation inside your Amazon PPC dashboard.

So the first thing you’re going to do once you’re inside your Amazon PPC dashboard is click on ‘Create campaign.’

What you’re going to create is a sponsored product ad.

Once that loads up, just click on ‘Continue.’ And now let’s go ahead and create this specific campaign that’s going to help you boost your sales.

Name this campaign anything you’d like. If you have multiple products, or if it’s for a specific ASIN that you’re trying to boost your sales, you can just put ‘boost,’ dash and then whatever your ASIN is so that we know this specific campaign is for that ASIN, and this is your boost campaign.

And if you have a portfolio specific to that ASIN you can go ahead and add it right there. You can do a daily budget of whatever you’d like: Whatever makes sense for you in your business.

This specific targeting is going to be manual, and as for the bid strategy, you need to click on ‘Dynamic bids – up and down.’ The default is down only so what you want to shoot for is ‘Dynamic bids – up and down.’

Now what you’re going to want to do is edit the ‘Adjust bids by placement’ option. When you click on that, put top of search results to 50%. Then put product pages to 50%, and then move on to the actual targeting section.

So when you get to the actual targeting section, just make sure ‘Keyword targeting’ is highlighted. And when you’re going to paste your keywords in the actual keyword section, make sure that all three match types are highlighted, because the purpose of this specific strategy is to maximize your product’s exposure on Amazon.

Once you’ve adjusted the bid percentages earlier by 50% on top of search results and 50% on product pages, you’re actually allowing Amazon to outbid your competitors.

Again, this ensures that you’re producing maximum sales for your particular product. 

To ensure ultra efficiency, you also need to adjust the bid percentages on the actual keywords.

So when you’re adding the keywords, you can leave the default as is. Go ahead and add the keywords. And once they’re added, you’ll need to increase the actual percentage that Amazon suggests by 30% on each keyword.

So if you look at all of the default bids, they are actually the bids that Amazon suggests. So you need to look at each keyword, and increase the bid 30% from whatever Amazon suggests. Do that for all of the keywords.

That, coupled with actually having Amazon optimize for top of search results and for product pages, is going to literally put your product on fire when it comes to sales.

Now ACOS might not get out of control; but it might if you let it, so for keywords that are just not producing any results at all after a few days, you can just pause those altogether. That way, you can continually focus on the keywords that are producing results.

Now a lot of people want just to boost their sales for several reasons. One could be maybe that you just need more reviews, and you don’t want to leverage any other source of traffic other than Amazon advertising.

So the best way to do that is just to get more eyeballs on your product. That way once they buy your product, you’ll follow up with them, and get more verified reviews.

Or let’s say you got a negative review, and you’re just trying to get more positive reviews, so replace the negative review.

And this strategy also works really well to help boost your rank, because we all know the more sales you make, the more you’re going to rank on Amazon.

So this is a perfect strategy to encompass all of those things that we just went over and to ultimately boost your revenue month to month on Amazon.

And the last thing you do is just launch the campaign.

And that’s it. Make sure you continually monitor the campaign so that way you’re maximizing your sales on Amazon. But this is one of the fastest ways to break that Amazon sales plateau if you’re trying to take your business to that next level.

In other news, we do now have a podcast – if you’re interested, you can subscribe on iTunes and that way you can never miss new Amazon PPC content like this one.

And you can also join our private Facebook group to share with other Amazon FBA sellers what’s working today in the Amazon advertising world.

Optimize Your Amazon Advertising Campaigns On A Low Budget

low budget amazon advertising

Have you ever tried optimizing your Amazon advertising campaigns on a tight budget?

In this post, I’m going to show you a case study of when we helped a client who did have a tight budget; and they were also trying to launch this product in a very competitive space. So we set their campaigns up in this specific manner to allow them to maximize and leverage every single dollar that they’re spending on marketing and to get them the absolute best results.

Let’s see what you can do today to mimic their success.

Okay, so this particular client’s budget was $250 to 500, which is one of the lowest monthly budgets we recommend.

I also wanted to show you in the video that this particular product was launched in an extremely competitive product space. The average cost per click for this particular item is very high.

So I’ll show you how in the first month, you know, with very low reviews, we’ve still managed to get a relatively low ACOS considering that this is a brand new product with very low reviews.

So based on the numbers seen in the video, you can see the trajectory is good, and we’re on pace to do about $1500, maybe a little bit more with about 400 in ad spend to complete the first 30 days.

Now let me show you exactly how we set up the keywords and the research process that we went through to get the campaign to produce these particular results.

Alright, so the very first thing we’re going to need to do is gather some keywords.

The keyword tool that we use to gather the necessary search volumes on the keywords we’re going to be putting into campaigns is called Helium 10 – you can save 50% off on your very first month by clicking on the link.

So this is going to be the tool that we’re going to be using to get keyword volume data.

Go to Amazon, and type in your keywords

The next thing you’re going to need to do is go to Amazon, and type in your main keyword phrase.

For example, you’re selling leather wallets, just type in “leather wallet.”

And when you click on Search, find one of the top five competitors with the most reviews on Page 1.

In the video I use Levi’s leather wallet as an example. What you need to do is copy their ASIN first.

They have over 2200 reviews, which means this particular product is well indexed all over Amazon for both short and long tail keywords.

Paste the ASIN on Cerebro

Now, all you’re going to want to do is copy the ASIN. Then go to Helium 10, and paste the asen in the Cerebro product section.

After that, go ahead and “Get keywords.” And let’s just do a new search.

Once it gives you the keywords, you’re going to have to apply a few filters. Not too many, because you don’t want to make it too complicated, but very specific filters, so that way you can get highly relevant keywords that have decent search volume, and that are not so competitive.

If your budget is a bit tighter that first month, this is going to be one of the best ways to approach Amazon advertising, because by targeting high or relatively high search volume keywords with low competition, and using your competitor as the backbone for that research, you’re gonna save yourself a tremendous amount of time. That’s because if they have over 2000 reviews as an example, they’ve basically done all of the legwork for you in terms of finding all of the keywords necessary that are related for this particular product.

This means you can easily cherry pick what keywords you want to add into your campaigns. Now that you have this keyword data, go ahead and apply two filters: both in the search volume column.

Apply volume filters

The very first thing you’re going to want to do (because you can see on the video that there’s over 9000 search results) is set a minimum of 500 and a maximum of 2500. So this is going to be those mid volume keywords that you’re looking for when you’re looking to optimize in a lower budget.

Okay, so for minimum 500, maximum 2500 in the search volume column, and then just hit ‘Apply.’ The next thing you’re going to want to do is just export this into an Excel; and what I like to do is I also like to convert the Excel sheet to a Google Sheet. You can use Excel if you want. My personal preference is to use Google Sheets.

So after I’ve exported it to Excel, I’ll start the Google Sheets process and I’ll just delete the Cerebro IQ column, and just copy over the phrase, the search volume, and the competing product columns.

Once that’s inside my Google Sheets, and I can see all of the phrases and their search volumes in there, I’ll just go ahead and label the form.

I’ll put ‘Competitor keywords’ on Page 1, because all of the keywords we’re going to be looking at and all the keywords that we’re going to be using in these campaigns, the competitor is ranked on Page 1 for all of these phrases.

Also, Helium lets you see that when you look at the keywords: just look at the far right of the search data, and you can see organic rank number #1, #2, #3 etc., all on Page 1.

So you can see how this particular seller has already done all the heavy legwork, and you can see that a lot of these keywords are not necessarily high search volume, but they’re not low search volume either.

Only add 15-20 keywords

Usually what we’ll do is only copy over 15 to 20 keywords (ideally, try to stay with 15 keywords though).

So we’ll start from the top down, and we’ll usually keep as many keywords as necessary in the list. I think a max of about 200 keywords in this format would be sufficient.

So when you’re first creating the campaigns, go and look at the 15 keywords that will be ideal to use if we were creating PPC campaigns.

Remove irrelevant keywords

So this is what we did for our client: we looked at the 15 keywords, and we removed any keywords that were not 100% relevant.

Find keywords with less than 5000 competitors

When you’re looking at the keywords, it’s also important to look at the competing products; if you see that it has a tremendous amount of competing products (let’s say more than 5000), then maybe you’d like to stay away from those.

But again, if the search volume is there, it doesn’t hurt to test.

However, if you want a threshold to go off of, let’s do a threshold of no more than 5000 competing products.

So go ahead and go through your list. And once you get those 15 keywords from the top down all the way to the 15 from the list, and you see that the competing products are no more than 5000, and we make sure that the keyword is 100% relevant, right? It doesn’t have e.g. “paper mache wallet” or something like that. It has to have an indicator in the phrase itself that uniquely identifies your product.

So high relevance, no more than 5000 competing products, and you want to stay within the range of 500 to 2500 in search volume.

And the fastest way to do this is to basically piggyback off of your top competitors’ listings on Page 1 and just use the Cerebro tool to reverse engineer that process.

And of course, don’t forget, once you use these particular keywords, make sure you highlight them red or whatever colour, so that way you know that these keywords that are red are currently in use, and you know which other keywords as the months progressed you’ll need to add and test to see if you can get more sales at a lower ACOS. But you want to differentiate which keywords are in use and which ones are still not in use.

So now let’s actually go ahead and create the campaign inside Seller Central.

Once you click through on the sponsored product ads, you should go ahead and create the campaign. So for the campaign name, you can put “Competitor Page 1 keywords.”

And you can put whatever portfolio you want (but you don’t have to use a portfolio), and for the daily budget, you can put whatever you feel comfortable with. For the example in the video, I put $20. Make sure that you have manual targeting selected, instead of automatic.

Then as you scroll down, you can leave this as a default, again, dynamic bids down only is going to be the default that’s highlighted, you can leave ‘Campaign bidding strategy’ as is.

That’s exactly what we did for our client.

And for the ad group, the first thing you’re going to do is name this particular ad group. Let’s call this one ‘Broad.’

Now let’s go ahead and add the keywords to this campaign.

Once you’ve selected your product, you’re now in the targeting section. Just make sure keyword targeting is highlighted.

On the actual keyword targeting section, make sure you click on ‘Enter list.’

We’re going to use Amazon’s suggested bid, so don’t change anything there. Then go ahead and copy your keywords right there (that is, the 15 keywords you just went over), but make sure you uncheck ‘phrase’ and you uncheck ‘exact,’ so that way only ‘broad’ is highlighted.

Then go ahead and add the keywords right.

And what this is going to do is create one campaign with one ad group. And in this first ad group that we labelled broad, all of the keywords are going to be broad in that specific ad group.

The next thing you’re going to do is go back into the campaign. and create a second ad group.

And in that second ad group, what you’re going to want to do is go through the exact same process. For the ad group name, you’re going to call it ‘phrase,’ and then go down to the keyword targeting section, paste the keywords there and make sure only the ‘phrase’ match type is selected.

Then again, do it one more time; we’re going to go back into the campaign after you submit it. And you’re going to create a third ad group, and that third ad group name is going to be ‘Exact.’

When you paste the keywords, make sure only the ‘exact’ match type is checked when you add those keywords.

So what this is going to do is have one campaign with three different ad groups.

And inside each ad group, you’re going to have only one match type, and they’re not convoluted with one another.

And that’s basically how you’re going to set this campaign up, because it’s going to allow you to easily see which match types are performing better, and it’s going to allow you to easily go through “Okay, maybe phrase and broad are performing better than exact” or whatever the variation is, and it’s gonna allow you to maximize your products exposure via Amazon advertising, instead of all of the keywords just being inside of one ad group.

If you diversify your three ad groups, you’re allowing Amazon to be more efficient with your budget, and you’re allowing them to give you the maximum exposure possible when you’re looking to target the keywords.

So do this campaign setup, track the results for the first 30 days, and this is going to be one of the fastest ways for you to get your campaigns up and running if you’re on a tighter budget, and especially if you’re launching in a competitive space.

That’s it. I hope you found this post useful. If you have any questions at all, go ahead and leave me a comment on the post or on my Youtube channel – I’ll try to reply to you as soon as possible. And of course, if you want to watch every single one of these Amazon PPC optimization strategies on the go, be sure to check out the Savvy Amazon Sellers podcast.

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.

Best Amazon Advertising Tips For More Sales And Low ACOS

amazon advertising tips

Today I’m going to go over some Amazon advertising strategies that will help you not only increase your sales, but also simultaneously lower your ACOS.

Let’s go ahead and get into the training.

What I wanted to show you guys first was basically the progression of true Amazon PPC optimization, because a lot of sellers think that in the first 30 days that they’re going to hit their sales target at their premium price.

And that’s just not realistic.

What’s realistic is planning for the long term.

So we got this client back in February. And you can see in the video, when we got them, the sales were around $181.

And that first month that we had, we basically 10x-ed their sales for March. And so what I wanted you to pay attention to was this sort of linear direction of the sales and the return on ad spend.

And what you can notice in the video regarding the sales numbers is that as the months progress all the way till today, the growth is going up consistently and strongly. You don’t see any spikes or any sort of fluctuations that indicate that this has been a fluke; this has been slow and steady. And this is actually winning the race for this particular client.

And it’s actually winning the case for most of our clients, who are also thinking long term.

The next thing I wanted to show you was the actual ACOS.

Now when we look at the ACOS, you can see that again, month after month, it’s continually going down with the starting point at 34%. Fast forward to today, we’re at 8%.

And again, as the months progress, it’s continually going down, which is the direction we want the ACOS to go. Simultaneously, the sales are actually also going up.

So I wanted to demonstrate that it’s actually possible for you to get that “V,” that sideways “V” of sales going in one direction, which should be up; and ACOS going in the other direction, which should be down. It is possible.

It’s not a quick turnaround though.

These Amazon advertising strategies take long term planning and long term optimization processes.

So now let’s go ahead and get into how we’ve been able to accomplish these variables and this performance for our client.

Improve CTR: Optimize your listing

So one of the first strategies that I want you to pay attention to when it comes to Amazon advertising, would be to first improve your click-through rate. This is one of the first things we did for this client: we optimized their listings and improved their click-through rate. This was because with a low CTR, you’re gonna get less impressions and the clicks you do get are going to get very expensive.

With a high click-through rate, on the other hand, you basically have a higher relevance on the specific product placements and keywords that you’re targeting. So if you see that the CTR is high, odds are that you’re going to be performing much better on those placements than if the CTR is low. So the very first thing you want to do is have a base generalization on the listing or improving your CTR.

And the fastest way to do that would be to optimize your listing.

That means doing keyword research and ensuring that you have the necessary keywords inside your listing.

Also make sure that your price is competitive.

If you have a competitive price point, it’ll be much easier for you for you to get a higher click-through rate, because you’re going to be more competitive relative to some of the other prices that your competitors have.

The third thing that will help you improve your click-through rate would be your images. So also make sure your images are professionally taken.

When people are looking for products, the first thing they’re looking at is the image really, then they look at the title and then everything else.

So the image is also crucially important to improving your click through rate. And one of the first things we did for this client was optimizing the listing fully in the very first month. This allowed us to improve the click-through rate; because when customers now land on the listing, they see the relevance, so they know it’s selling to them.

So now they’re like “Okay, this solves my needs. Let me go ahead and purchase this product, because the images look great, the sales price is competitive, and it has the things I’m looking for.”

So make sure you have the right keywords that your ideal client is looking for.

Test different bid levels

The second Amazon advertising strategy that we implemented for this client was consistently testing different bid levels.

So the very first month that we started with this client, we had the bids 30% below Amazon’s suggested bid, because the client’s goal was to get the lowest ACOS.

First, they wanted to just to see if we could get a super low ACOS; and then they wanted to focus on amplifying that success by boosting their sales.

So our number one priority was first lowering the ACOS for the client. The fastest way to do this in your business would be to look at what your bids are, and just take them down 30% below what Amazon’s suggesting.

So if Amazon is suggesting a $1 bid for a particular keyword, I would drop that bid to 70 cents, which is that 30% drop, and focus on seeing what results you get for 15 to 30 days.

So for this client, in the first two months, I would say we had the bids 30% below Amazon’s suggested bid. And then once we were able to get the ACOS to a satisfactory level for the client, then the client wanted to focus on increasing their sales.

So at that point, what we did was we transitioned the bids to Amazon’s suggested bid. So after the second month, we put the bids from 30% below to Amazon’s recommended bid. So in this case, it would be $1 for example.

We did that for about three months. And now what the client wanted to do is they really wanted to capitalize on more impressions for Q4 – so they wanted us to be a little bit more aggressive.

So for the past couple months, we’ve had the bids 30% above Amazon’s suggested bid, so there were actually three phases to this entire bid strategy:

  1. the first few months 30% below;
  2. then we move to Amazon’s suggested bid;
  3. and now we’re a little bit more aggressive, and we’re doing 30% above Amazon’s suggested bid.

In some cases, we’re doing 50% more than Amazon’s suggested bid, it just really depends on how well certain keywords are performing. But the fastest way for you to implement this in your business is to see what keywords have an ACOS that’s above your breakeven point. So those are the first keywords that you want to focus on dropping the ACOS.

If you’re still getting sales, but you just want to drop the ACOS, I would start with a 30% reduction in the bid level from what they’re currently at, then test that out for 15 to 30 days. Then you can move back (depending on how the sales have been) to Amazon’s suggested bid, and then 30% above Amazon’s suggested bid.

Low ACOS keywords: Bid 50% above Amazon’s suggested bid

Now if you have some keywords that are doing extremely well (let’s say below 10%), we’re usually a little bit more generous with the bid that we use for those particular keywords, and will usually do 50% above Amazon’s suggested bid.

So if you go through your keywords, go ahead and do a brief audit, and for all of the keywords or product targets that have an ACOS below 10%, try experimenting and increasing the bids on those particular placements by 50% to see if you can maximize the sales for those keywords, because what you’re seeing is that that’s a highly relevant search term or competitor’s ASIN that you’re targeting.

So what you should do is amplify the ad spend you’re allocating to those top producers so that you can continually drive higher sales, and you won’t necessarily be paying top dollar for them.

Diversify your PPC campaigns

And the third Amazon advertising strategy that we implemented for this client was actually diversifying their campaigns.

Ideally, you want to target each match type per keyword. Amazon offers ‘Exact,’ ‘Broad,’ and ‘Phrase’ match types for keywords.

Depending on what your budget is (and if this is one of your first campaigns), you can put all three of those match types into different ad groups under one campaign.

And then once you start to see what particular ad group is performing better at that point, you can build out a second campaign and just target that particular match type’s keyword.

So if you see one campaign has all of the keywords at the different match types (so one ad group is ‘exact,’ one ad group is ‘broad,’ and the third ad group is ‘phrase’), and you see that the ‘phrase’ ad group is performing the best, then after about 30 days, I would build a second campaign and only set up one ad group, and all the keywords in that ad group would be the ‘phrase’ option. So that way you can maximize the impressions and ad spend for that particular match type.

However, a lot of sellers actually don’t diversify their campaign structure. You can see in the video that we have about five Amazon advertising campaigns for this client:

  • AUTO,
  • PRODUCT targeting,
  • EXACT,
  • PHRASE,
  • and BROAD.

And we basically tested them for a few months.

We started to see that the ‘Auto’ and the ‘Exact match’ type were performing best; so we decided to pause the other ones, and are letting them run.

In the video you can also see the results for these particular campaigns. What usually happens is that all three of these will perform really well, and in that case, you see them all highlighted.

The particular client I’m showing as an example, however, had really specific ACOS targets for us to hit, so we just went ahead and turned some of these other campaigns off.

So what you need to do is diversify your Amazon advertising campaigns, because you have impressions available, but you won’t necessarily know which one will perform best until you implement all of them, and then start to see which one starts producing the best results. I would recommend waiting between 30 to 60 days before you start turning off campaigns.

Instead, what you’ll want to do is open up the campaign and just start turning off keywords or lowering bids.

But the main thing I want you to focus on is testing all of these different match types, and finding a few winners and then basically feeding the winners.

In our case, the future will probably turn some of these other campaigns back on, but for now I just wanted to show you how the actual diversification of Amazon advertising campaigns looks, and how you should also implement some sort of structure like this for your own business.

And that’s it!

Need A Little Extra Help Advertising On Amazon?

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 listen to each one of these Amazon advertising episodes on the go, go to the Savvy Amazon Sellers podcast by ZonRush – that’s another way for you to get some of these awesome new trainings directly to your phone on the go.

I hope you found this post resourceful. See you next time! 🙂

6 Tips To Improve Amazon Product Research with AMZScout Tool

amzscout

Today I’m going to show you how to find highly profitable products to sell on Amazon FBA using a fantastic tool called AMZScout.

With everything happening around the globe, this is the perfect time to hone in on products and categories that are seeing a massive growth right now.

Now, I did want to show you some amazing statistics that AMZScout sent over to me to go ahead and share with you.

What I wanted to show you and why I wanted to make this post is to highlight the opportunities that are happening right now on Amazon, that will help you get ahead of the curve, and to keep a profitable Amazon FBA business thriving during this economic boom that’s happening right now in ecommerce.
What AMZScout has basically done is they’ve shown specific niches that are exploding right now on Amazon.

You can clearly see based on what this data is showing that demand has literally skyrocketed for the particular product I’m showing you in the video, which makes sense. And this skyrocket actually has only happened within the past few months.

And like I said, it makes 100% sense. Because when I show you some of these other products (and we’re also going to go through them using the AMZScout Pro extension), when we actually use the extension, I’m going to show you ways you can not only leverage the data that they’re showing you but to actually bring even better products to the marketplace, so you come out on top of your competitors.

But one thing I wanted to point out again is placemats. More people are staying in and they’re not eating at restaurants. So people are actually eating at home. So they’re buying more placemats.

I mean, this demand is insane.

Also, take a look at some of the other products like bicycle saddles. Once the gyms closed, more people were doing more things outdoors. In the video you can actually see they pulled some stats from Google. And what it is showing is a skyrocket growth over time.

As for the niche history on Amazon, first iit was going down, and then there was a massive spike after. And what’s telling about this data is that it’s going to continually rise like this, right?

With things being uncertain around the world, more and more people are just going to be doing more things outside, whether it’s getting exercise or cycling or things of that nature. And they’re going to be also doing more things indoors such as instead of going to restaurants eating at home with their family. 

Another product that you can actually see taking off is beard trimmers.

Again, more people are staying at home; they’re not going out to get a shape during their normal haircut, so they’re actually doing their own trimming at home.

And again, you can see a massive spike in the interest for beard trimmers. Also, you can see stable growth with roller skating, for example. Things of that nature.

All in all, looking at the demand for these products is a golden opportunity for any FBA seller to capitalize on what’s happening right now and make an extraordinary Amazon FBA business happen.

And like I said, you can actually look at this data like a framework. The actual framework for the products we’re actually reviewing is the framework of what people are doing now, and what people are going to continually do for the foreseeable future.

So once you’re in front of Amazon, go ahead and type in one of the products we just went over, for example. In the video I use placemats.

Click on ‘Search.’ And once the results load up here, just go ahead and click on the ‘Pro extension.’ So you can start seeing the data that AMZScout provides you. What I really like about AMZScout is how much detail and emphasis they put in the actual analysis for your product search.

First of all, they’re going to give you an overall score for the niche. So for example, it’s going to show you the profit – it’s going to show you the desired prices are looking good. The prices are inside the $15 to $40 range, and it’s easier to make profits if prices are

  • not low
  • or sell in large quantities if prices are not high.

So they actually give you a recommended price point to stay within which is the $15 to $40 range, and they go ahead and rate the product on those criteria.

So when you look at low margin, you can just read all of the notes that they’re providing for you. You will need to sell a lot to profit, pay close attention to FBA fees, shipping production and marketing costs. They may be a bit high, so use the profit calculator to count them.

And as you can also see, we have demand, very high sales in case of quite new niches.

You can also see on the competition side, they’re going to also rate it on the saturation score. 

The one in the video is an unsaturated niche with very few AMC sellers.

And what’s really important is that they highlighted the very few AMC sellers, because I’m going to show you how to actually organize the results to only show FBA sellers; because AMC sellers are going to be much larger sellers; they’re gonna be vendors. And if there’s a lot of vendors selling a particular product, odds are, it’s gonna be really hard for you to stay profitable or even compete in that area, because Amazon themselves are selling those products for the vendors. 

So pay very close attention to the overall notes that it gives you: It takes up a lot of the manual labor right off the bat. And so you can read the rest of it on the right side of the screen: free competition, very low top brand competition (which is also another important one, because you don’t want to be competing with a lot of big brands on the first page).

So you can click out of that as soon as you’re ready.

AMZScout Tip #1

Once you’ve had a feel for what you’re going to be looking at, click right where it says ‘seller,’ and organize it to only show FBA sellers, because the numbers you’re going to see here are going to be the most idealistic and most opportunistic for you to go after. You can also organize the products by their score. The higher the score, the better. All you need to do is click ‘product score,’ and it will actually rate the top score products all the way down to the lowest.

That way, you can save a ton of time going through the results, and you can immediately focus on the opportunities that are in green for you. And by looking at these opportunities, you can already start to see all of the data all in one place.

AMZScout Tip #2

What you’re going to want to see is first that the net margin is high. Generally, on the dashboard I’m also showing in the video, a net margin to aim for would be around 60%.

Plus, because you still have to factor in your product’s cost.

So by looking at the products that have above a 60% net margin, those are going to be the best opportunities for you to start looking for profitable products.

AMZScout Tip #3

You’re going to also want to pay attention to the price. If it fits into that $15 to $40 range, you’re golden. And they also already calculate the FBA fees again, which saves you a tremendous amount of time doing this manually when you’re using the Amazon FBA fee calculator.

So by looking at all of the products shown on the dashboard, you can also see their estimated revenue; and you can also see the amount of reviews that they have.

AMZScout Tip #4

Now you’re going to want to especially pay close attention to the reviews.

You ideally want to target niches and products that don’t have a high review barrier. Because if there is a high review barrier, odds are of you competing in that for that specific product are going to be very, very low for you to compete successfully.

If the review count is under 100 reviews, that’s golden, which is probably why the product score is so high, because you can see that these are all still fairly new Amazon FBA sellers, so they don’t have very many reviews.

What I would do is look at the products themselves.

In my video, the product I’m showing is doing almost $30,000 a month; it’s a four pack of placemats selling for $25.99.

All you have to do at this point is just go to Alibaba or whoever you’re sourcing your products from. To save time, I’m just going to show you Alibaba. And you can see right away that these specific pieces, those exact same ones are going for $1 to $1.90 a piece.

What you don’t want to do is sell the exact same product; so you don’t want to go to Alibaba and find the exact same product.

AMZScout Tip #5

You’re going to want to change up the product a little bit in order to make that particular choice profitable.

So what I would do is make a five pack or even a six pack. Make sure you’re adding more value to the marketplace when you’re bringing your product. Otherwise, if you’re not adding more value, it’s just going to be really hard for you to compete because these sellers are already doing that. And they already have a leg up on you on lead time etc.

But if you can pivot by increasing the value for the customers, you’re already penetrating the market much faster with a superior product.

So when you’re looking at the products on the dashboard, and you’re looking at Alibaba, say, hey, look, if they’re doing a four pack, let me add a five pack or a six pack.

And that way, even if you keep the same price, you can still generate massive amounts of sales just by making that small tweak.

And if each mat costs $1, you can see how this can be massively profitable if done correctly.

Now let’s go and look at beard trimmers.

You can see the same right away when you’re using the AMZScout pro extension. And you can see just like placemats, beard trimmers also have really high product scores. You can see that the net margins are also very high, which is good.

And in AMZScout, you can see the estimated revenue, which is massive. Moreover, you can see the number of reviews that the sellers have. 

In my example, you can see just by looking at the first five opportunities, that’s already under the 100 review threshold, and some of the sellers are just crushing it with only 45 reviews etc.

Again, these are massive opportunities, because people are doing more things for themselves at home.

And again, you can just go to Alibaba, and find which product makes sense.

Again, just like I mentioned before, you don’t want a “me too” product – you want to bring something more to the table, so that way you can take market share right away.

And you can do so just by looking: you don’t even have to click on the product. They already show you what the image looks like, again, which helps you when you’re shopping for products using Alibaba as an example.

So when you’re looking at this, I also wanted to show you that when you’re looking for products to sell on Amazon, you can also click on the products.

AMZScout Tip #6

So if you’re making a basket list of products, go to their product pages and look at the reviews. And you can see on the negative reviews what the customers are not liking about those products. And you can use those negative reviews as a resource for you to go ahead and start talking to manufacturers and tell them about what customers don’t like about a certain product, and how to make the product better. 

You can use negative reviews from your top competitors as valuable insights into the customers, so that way you can better serve those customers with the superior product.

So you just take those negative reviews, send them over to Alibaba or whoever your manufacturer is, and say how you would like to improve the product.

And this makes product research so much better for you, because if you’re not doing the “me too” product (which I’d completely advise against), you’re actually bringing more value and you’re using real data to get that value.

You’re not guessing what you think the customers want.

You’re actually taking data directly from your top competitors, negative reviews, and improving a product and bringing your product to the marketplace with that data and it’s 100% free to get review data from Amazon.

If you want to grab this extremely powerful Amazon FBA product research tool called AMZScout, be sure you click on this link here, so that you can go directly to their highly competitive pricing plan that meets your budget. 

And that’s it.

If this is your one of your first time seeing one of my posts, don’t forget to join the ZonRush Facebook group and subscribe to my Youtube channel.

Top PPC Strategies to Scale Your Amazon Sponsored Ads

Amazon Sponsored Ads

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.

Keyword research

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.

And of course, if you haven’t already, subscribe to my YouTube channel and turn on your notification bell so that way you never miss a new and exciting training like this. And don’t forget to join my private Facebook group. I will have a link below in the description for you. 

Amazon Product Targeting Ads 101: Awesome Hacks To Boost Sales

amazon product targeting

Today I’m going to show you how to add product targeting ads to your current Amazon PPC campaigns.

Amazon product targeting ads have the potential to increase your sales by up to 50%; so it’s definitely worth all Amazon sellers to consider when they’re looking to improve not only their sales, but also lowering their ACOS.

So what are Amazon product targeting ads exactly?

To put it simply, product targeting ads are used to showcase products that will show right under the listings of any ASIN that says ‘Similar products related to this item,’ and it’ll have a bunch of different listings.

There is a very specific process on how to create these campaigns efficiently – so I’m going to show you some of the things that we do for our clients at ZonRush when we’re creating the product targeting ads, and how you can benefit from implementing these same strategies in your current Amazon PPC campaigns.

Alright, so let’s go ahead and get into this now.

First, you’re going to have to do a little bit of manual work.

Go to Amazon, and type in your main keyword phrase, and then click ‘Search.’

Rule #1: Target ASINs that are higher priced

Once the Page 1 results come up, what you’re going to look for are ASINs where you’re priced more competitively.

Rule #2: Target ASINs that you have a superior product offer

Also, you’re going to want to make sure that you actually have a better offer.

So you’re going to be looking at better price and better offer ASINs that you’re going to end up targeting in your manual PPC campaigns.

Now there is a tool that will save you a TON of time doing this: It’s called Helium 10 ASIN grabber, and through the Chrome extension here, all you have to do is click on the ASIN grabber, and let it do all of the manual work for you.

We really like Helium 10. It saves a lot of time, and it allows you to go through the data much faster than if you had to do it manually. And once your results load up, just go ahead and click ‘Download’ at the bottom right hand corner. Then look through that data.

So now that you have the data right in front of you, here are some of the things you want to look for.

First, you’re going to want to organize the data.

So let’s say for example, your product is $9.99.

And what’s a better deal than $9.99? Well, anything above $9.99 is potentially a better deal for the customer.

So if you can target products that are priced $11.99, $19.99 and upwards, you can already see that if you have your product that’s less expensive and has higher quality, you’re going to do much better. What’s more, you’ll be able to funnel sales directly from your competitors listings.

One of the things that make that so much easier to do on the reports is when you go ahead and click on ‘Data,’ go ahead and click on ‘Data,’ then ‘Filter.’

Then, where it says ‘Price,’ go to ‘descending.’

So you want to see the most expensive products first, all the way down to the least expensive products. And again, you’re going to want to find where your product is priced. Also, you’re going to want to see products that are more expensive – it doesn’t even have to be much more, but just more expensive. That way you can have some sort of a competitive advantage when you’re funnelling the traffic to your listing.

And this method makes it so much easier, because all you have to do is once you have all of the ASINs is to go and see all those which are priced above $9.99. All those will be potential candidates to drive sales to.

As a next step, go ahead and copy the first 35 of them, and paste them inside of a Google Doc to track all of this data.

So now that you have Google Docs open, paste the ASINs into a list. This is going to be your list that will allow you to track which ASINs are currently in use, and which ones you still need to use.

You can also label them as, for example, ASINs above $9.99, or whatever your sales price is. Based on your goals, you can copy anywhere between 50 to 100 of these ASINs.

You might have 1000 of these potential listings. However, you don’t want to target all 1000 at any one time because that’s too many variables. Try to keep the campaigns within 50 to 100 ASINs, and look to optimize them every month by adding new ASINs every 30 days and pausing or removing ones that are underperforming.

How to set up Amazon Product Targeting Ads

Okay, so now you have your list of ASINs. The next step is to go ahead and create a campaign inside Seller Central, so you can see this entire workflow.

Once you have Seller Central loaded up, go ahead and click on ‘Create campaign.’ Once you’re inside the ‘Create campaign’ dashboard, let’s go through the workflow real quick.

For ‘Campaign name,’ we usually put “PAT” here at ZonRush, which stands for product ASIN targets.

So we’ll just put “PAT” there, and then you can put “ASIN” next to it, and whatever the number is. Or you can also put your product name if you have multiple products. In my video, I used charcoal toothpaste as an example. Whatever makes it easier for you to track.

For your daily budget, set whatever amount you’d like. For my example, I put 50 bucks a day with a manual targeting

As for ‘Campaign bid strategy,’ you can leave that exactly as is.

Finally, ‘Create an ad group’ – you can also leave that as is.

Once you’ve added your product, now let’s go ahead and go to the ‘Targeting’ section. And instead of keywords, you’re just going to click on ‘Product targeting.’

Now you need to go back to the Google Doc where you pasted the ASINs from the report, and copy the ones you want to use. Don’t forget to change those to red to make sure you’ll know they had already been used.

Now just go back to Seller Central, and paste the targets to the box in the ‘Individual products’ section by clicking on ‘Enter list.’

And now you can see Amazon’s suggested bid for all of the product placements that you want to target – and you can see some of them can be pretty high, and some of them can be inexpensive.

I suggest staying within the average budget that you feel comfortable with.

If you want to go on the higher side of things right away to start getting some data, feel free to do that. I would usually do 30% above the suggested price just to begin collecting some sort of data.

But if you want to be a little bit more conservative, you can just keep it as is: You don’t have to click ‘Apply’ on any of them, just leave them all as they are, just so you can begin experimenting on which placements are going to be the most profitable for your account.

Once you have those added there and you are comfortable with your bids, go ahead and click on ‘Launch campaign.’

The reason why I love Amazon product targeting ads is because it allows Amazon sellers a whole other section of placements to advertise on (as opposed to keyword placements). And as you know, keyword placements do have the tendency to get competitive over time, because a lot of sellers want to rank for some of these keywords.

So more than likely, when they’re targeting specific keywords, the bids might be higher.

Now with product targeting ads, you can also begin to diversify your placements by showing up for listings that you actually have a better deal, which will allow you to boost your revenue without adding more keywords to your campaigns.

And believe it or not, this was just a very basic campaign setup with Amazon product targeting ads; there are a lot of ways you can diversify this particular campaign setup to also target brands categories. There’s a lot of different setups you can use.

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. 

Stay tuned: I’ll use some of these other setups in next videos, but I just wanted you to get some of these campaigns off the ground so you can begin experimenting and boosting your sales on Amazon FBA.If you want to learn how to optimize your Amazon PPC campaigns, check out this next video. Also, we have an amazing Facebook group where we share the cutting edge of what’s working and what’s not working in the Amazon PPC world with other top sellers on Amazon.

The Ultimate Amazon Advertising Guide for 2021

Low ACOS

In this article I guide you through the highs and lows (pun intended) of Amazon advertising optimization strategies, some of which will guarantee that you will have the lowest ACOS out of any of the campaigns you have in your account right now.

Let’s get started!

Get your amazon advertising reports

One of the most important rules you need to know as an Amazon seller when it comes to optimizing your Amazon advertising campaigns is that you need to constantly refine the data that you’re feeding into your manual campaigns.

The easiest way to do that is by downloading your advertisement reports, collecting that data and continually turning out new keywords and product targets to put into your manual campaigns. This way, you can continually grow your sales while keeping your ACOS low.

When you’re downloading the reports, it’s very important that you actually segment the campaigns based on performance.

Go into the performance data right now, and let’s see what exactly you need to segment in order to keep your ACOS low and your campaigns profitable in 2020

The very first thing you need to do is download your ad reports. What you have to do is click on ‘Report’ in Amazon Seller Central. Leave everything to be the default settings; the only thing you have to change is the report period. If this is your first time downloading your reports, I’d go back 60 days or 30 days.

Go ahead and select the last 30 days, save it, and you can leave everything else the same. Then run the report – so you can now look at all the data in an Excel sheet.

Everything from now on applies to Excel, but you can find similar filters etc. in Google Sheets, too.

One of the fastest ways to begin sorting through all your data is to remove any blank spaces that there are.

So the first thing you’ll do is click on ‘Data,’ then you’ll click on ‘Filter.’ Then, click on ‘Total Advertising Cost of Sales’ (aka. your ACOS). Then scroll to the very bottom where it says ‘blanks,’ and uncheck that for now.

Filter by auto campaign data only

As a next step, you must organize the Excel sheet by auto campaign only. This is because you only want to see placements and keyword targets that are directly from an auto campaign.

Why?

Remember: the auto campaign is basically going to be the engine running for you on Amazon, collecting valuable data that you have to extract from the report.

So in Column E in your table, uncheck any campaigns that are not auto campaigns. After those are unchecked, you should only have data that is directly from your auto campaigns.

Just remember that the match type is always going to be broad. That’s Amazon’s default settings for the auto campaign.

The campaign you have to create and the data you must be looking for is:

  • high click-through rate (CTR)
  • both keyword placements and product targeting placements.

The very first thing you have to do now is organize your data from the highest CTR all the way down to the lowest CTR.

To do that, just click on column L, and notice that there’s a little drop down arrow: Just go ahead and click on ‘Descending.’ That way, it will arrange it for you in a descending order.

Now, what I want you to keep in mind is we’re going to be looking at impressions. So if you only see ‘1’ in your ‘Impressions’ column, for example, it could be a fluke.

1st golden rule for low acos Amazon advertising

A good rule of thumb to keep in mind is when you’re adding click-through rate products and keyword placements into your manual campaigns, make sure that you have at least three impressions for those particular placements.

For example, the one I’m showing you in the video has six impressions and a 100% click-through rate. So this placement is incredibly relevant. In your table, you can see sales in column O, and for this particular campaign, you can see that the ACOS is very low.

2nd golden rule for low acos Amazon advertising

A good rule of thumb is to only add click-through rates above a 30% average.

So if you see that the click-through rate is above 30%, you’ll do even better; because anything below 30% could be a little bit more competitive.

And remember, this particular campaign is about ultra profitable keywords instead of an ultra profitable campaign. In the video, you can see all my campaigns that meet the current tier, they are all above a 30% click through rate. And there’s quite a few products and keywords.

So this creates a mixture of both ASINs and keyword placements that you can add into your manual campaign.

In the video you can also see the sales in column O, and you can see that basically the average ACOS is about a 1% ACOS, which is extremely good.

Then go ahead and copy the keywords that meet these criteria inside of a Google Doc to save them. 

The secret to low ACOS Amazon advertising

Now, here’s what makes the high click-through rate campaigns extremely powerful, and what virtually guarantees that they’ll have the lowest ACOS.

Once you’re showing up and the click-through rate is high, that means your product is extremely relevant for that keyword; or your offer is much better than the competitors’ listing that you’re targeting.

Therefore, you’re actually funnelling the sales from your competitors’ listings directly to your listings. That’s extremely powerful, because you can basically guarantee that you’ll have a low ACOS, since the click-through rate is high.

Also, like I just mentioned, when the click-through rate is high, it means your relevance is spot on.

Separate CTRs: Placements for maximum ad impressions

The reason why you’ll want to have these high CTR campaigns separated into their own campaigns and not convoluted with the rest of your manual campaigns is simply because these particular campaigns need to have their own dedicated budget and ad spend.

It’s not going to be a lot of ad spend or a lot of budget, because although the sales might be generally lower than in case of your manual campaigns, you do still want to generate sales, and you still want to also dedicate specific traffic to these campaigns, so that you can show up on these placements as much as possible. The more often you can show up on those placements, the more conversions you’ll get, the lower your ACOS, and the more profitable your campaigns will be.

And again, if they’re all in your separate manual campaigns, they’re basically going to be in rotation with all your other keywords that might not be performing so well. So this is why you keep them separate: you’ll basically know that a certain batch of keywords and product targets are already your moneymakers, so you can just add more fuel to the fire.

Now let’s go back to the document you copied your keywords into.

Once you’ve copied over the keywords from your Excel sheet, paste them into a Google Doc, so you can organize your keywords and your ASINs in some sort of a format.

You should keep your keywords organized before you actually paste them over into your manual campaigns. This is because you want to keep track of which keywords you’ve already used and which ones you need to add as the months progress.

Label the list of keywords, e.g. “high CTR keywords with 30%> CTR.” And as you paste these keywords over into your manual campaigns, you’ll need to change the color to red – just so you know that the keywords themselves are already used or currently running in your manual campaigns as we speak.

And for the high CTR product targets

Download the ad reports once again, and then copy and paste the ASINs, bearing in mind the same rule with a 30% plus CTR.

So this very simple Amazon PPC optimization strategy will guarantee that you will have the lowest ACOS out of any of the campaigns you have in your account right now. It’s also going to be one of the easiest to maintain if you ever want to do any sort of “fancy” Amazon PPC optimization tricks or methods, and you just want to simply have an extremely low ACOS. 

Also, this will probably be one of the fastest and easiest ways to maintain your profitability on Amazon if you just want to let your auto campaign run, and just throw in those keywords and product placements as they come in.

Just make sure as you’re using this particular strategy that every month you continually add new high CTR keywords and product placements into your manual campaigns. This means that in 12 months you’re going to have a pretty juicy set of keywords and product placements that are making you a ton of sales at the lowest ACOS possible.

Alright, so now that we’ve gone over how to build an Amazon PPC campaign with an extremely low ACOS, please check out my other video where I’m going to show you how to boost your sales velocity and ultimately your keyword rank on Amazon using Amazon PPC.

Don’t forget to join my private Facebook group, where we share the latest and greatest tricks and methods that are working today for Amazon sellers when they’re trying to optimize their Amazon PPC campaigns.

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 PPC Management Service that combines the power of artificial intelligence and human optimizations for off the charts sales growth. 

If you’ve already tried this strategy and achieved a low ACOS with it, don’t hesitate to share!

Supercharge Your Sales: The Secrets To Amazon FBA PPC Optimization

amazon fba ppc optimization

Today’s post is for those who are quite new to the Amazon scene: I’m going to give you the top five Amazon FBA PPC optimization strategies that will not only improve your sales on Amazon, but they’ll also help lower your ACOS.

Ready? Let’s jump right into it.

#1 Add negative keywords

The very first Amazon PPC strategy is adding negative keywords to your campaigns at least once every 30 days.

Adding negative keywords to your Amazon PPC campaigns helps navigate through the high ACOS waters. It means that you’re cutting off all of the excess waste on ad spend that you’re not converting on. What’s more, you can use those variables by adding them into your campaigns, so they’ll not be shown on those placements and keywords that you’re not converting on.

This will also allow Amazon to continually feed positive variables to your campaigns. Also, by continually refining your campaigns with keywords that are not converting well as negative (phrase and exact), your campaigns will continually grow and become more profitable, because you’re removing excess waste.

How to access these negative keywords for Amazon FBA PPC optimization?

One of the fastest ways to get these negative keywords is just to run a simple auto campaign with a modest budget – whatever you can afford.

After that, at the end of the 30 days, see which keywords and product placements have the highest ACOS, and use those keywords and product ASINs: add them to your manual campaigns as negative phrases and negative exacts.

#2 Optimize bids once per week

The second strategy is to optimize your Amazon PPC bids at least once every seven days.

What we found works the absolute best for our clients is our actual automation that we have in place with our software that optimizes Amazon PPC bids every single day.

However, that’s not really practical if you’re optimizing your campaigns manually. In order to make this more palatable for you to implement today, optimizing your bids at least once a week is a surefire way to increase your sales on Amazon.

Moreover, this way you feed Amazon new variables to work with, and can in turn find new ways to improve your profitability without having to continually pay really high PPC costs.

So a neat bid optimization strategy that you can use today, and measure the results every seven days is:

  • increasing the bids either by 15 to 30% every seven days
  • and inversely lowering the bids 15 to 30% on keywords and product placements that have a high ACOS outside your profitability.

Be sure to track your conversion rate every seven days while you’re making these optimizations. By doing so, you’ll be able to see clear cut data that will show you which bid is optimal for high sales velocity and a low ACOS.

The only way to know what combinations and what bid strategies work best for your particular product is to actually measure it, and test out these different bid strategies every seven days in order to find the optimal balance for your account.

#3 Lower your price

The third strategy is going to be experimenting with a lower price point.

The reason why you’ll want to experiment with a lower price point is because you don’t know what the optimal price point for your product is – unless you do some sort of experimentation.

Also, you could potentially hurt your conversion rate with your Amazon PPC campaigns by being priced a little too high relative to your review count.

So let’s say, for example, your product has less than 50 reviews, yet your price is either the same price as your competition, or priced higher than your competition with more reviews. It’s going to be really hard for you to compete and move up in keyword ranking if you don’t have some sort of a competitive advantage.

Even though your product may be better, you still need to gain the necessary sales velocity and the necessary conversion rate in order to rank higher on the page one for keywords.

Secondly, if you’re priced too high, you can also end up having an extremely high ACOS. This doesn’t necessarily mean that the keywords themselves are not 100% relevant, it just might mean that you’re priced too high, and the competition is priced either lower or has more social proof with reviews. Therefore, they’re taking all of the sales.

How low do you need to go?

You don’t have to lower your price a whole lot.

Just make sure you’re not overpriced relative to your competition, or that you’re providing a lot more value than your competition.

So by even lowering your price, you’ll have a more appealing offer than by trying to compete at the exact same price.

A lot of new sellers don’t know this, and they’re trying to sell out their premium price too soon. This way, their Amazon PPC costs go out of control, because they’re priced a little bit too high relative to what the market is willing to pay.

Until you gain positive reviews and momentum with these social proofs, it’s going to be easier for your competition to stay where they are, and it’s going to be harder for you to improve where you are. The reason for this is that you’re not optimising for higher sales velocity.

So before you spend too much money on PPC, lower your price point, and see if it improves your conversion rate. If it does, you’ll get more verified reviews in turn, and this can result in an overall improvement of your Amazon business.

#4 Add new keywords every 30 days

Our fourth Amazon FBA PPC optimization strategy is adding new keywords to your campaigns at least every 30 days.

Why should you do this?

The reason for this is that you want to improve your sales, and you want to continually find new opportunities that may have an extremely low ACOS and a high sales output for your particular product.

This is because

  • either your competition is not advertising those particular keywords,
  • or those particular groups of keywords might even have a higher relevance than what you’re currently optimizing with at the moment.

But the only way to find out which keywords are going to be the best for your account is to continually add new variables.

And why 30 days?

The reason why we say add new keywords every 30 days is because I usually recommend having no more than 50 keywords active in any campaign at any time.

If you have more than 50 keywords, you’re optimizing for too many variables, and it can be extremely hard to scale your Amazon PPC campaigns when there’s too many keywords in it.

So when you’re adding keywords every 30 days, you’ll have a master list of keywords – maybe you’ve already done some keyword research of 300 keywords, and you already have 50 active keywords. Then you have to have those blocked out from your list already, because you know you’ve already used them.

And from that list of 300 keywords, you can add maybe 25 more keywords every single month, look at the previous month’s performance, and remove keywords that were underperforming or just had an extremely high ACOS for your account.

This is the easiest and most manageable way for you to grow your sales while keeping your ACOS low.

One of the tools we really like for keyword research at ZonRush is called Helium 10. If you use this link, you’ll save 50% off your first month.

And what’s really neat about Helium 10 is that you can actually reverse engineer your current ASIN to actually see where you’re ranked on page one.

Then, you can add the keywords that rank on page one into an Amazon PPC campaign, so that you can continually move up the keyword ranking, and stay on top of page one for those keywords.

You can also find new opportunities where you’re ranked on page two, for example, and add those keywords to your Amazon PPC campaigns to push more traffic to them in order for you to rank on page one for those keywords much faster.

#5 Add a listing coupon

The fifth Amazon PPC optimization tip for you is adding a listing coupon.

The listing coupon doesn’t even have to be a really high percentage. You can start with the 5% listing coupon and then work your way up depending on what your conversions look like

One of the really neat things about listing coupons is that they’re one of the fastest ways to improve your PPC and organic conversion rate on Amazon. The reason for this is that once a customer sees your product after clicking on it, they’re more likely to convert if they see an appealing offer in front of them.

Also, if a lot of your competitors don’t have listing coupons, it gives you more of a competitive advantage.

And even if you’re starting with the 5% coupon, it’s not really much of a sacrifice. If you think about it, it’s more of an opportunity for you to grow your sales where some of your competitors might be falling short.

Now a real quick bonus tip from us…

Be patient.

Being patient is one of the most critical skills that you’re going to need as an Amazon seller when you’re trying to optimize your Amazon PPC campaigns. To take maximum advantage of Amazon PPC performance takes time, experimentation, and testing.

These are just a few of the ways that we help our clients with their Amazon FBA PPC optimization at ZonRush, and we’re very happy to share these strategies with you.

If you’re interested in more Amazon PPC tips & tricks to start boosting your sales today, join my private Facebook group where we share Amazon PPC strategies and product launch strategies that you can use to help improve your Amazon business.

So if you’re a brand new beginner seller on Amazon, do start experimenting with some of these strategies to improve your current sales – we can’t wait to hear about your results! ZonRush is a top Amazon PPC agency that’ll help you maximize the efficiency of your ad spend.

#1 Amazon Advertising Strategy To Increase Profits

amazon ppc split test

Today I’m going to show you a simple Amazon advertising strategy that’ll boost your profits.

Creating Amazon PPC split tests is one of those essential skills that you’ll need to have as an Amazon seller. If you want to grow your revenue month after month while continually lowering your ACOS, I’m going to show you step by step exactly how to do that.

Let’s get started.

PPC split testing is the surefire way to accurately gauge if your Amazon PPC strategies are working or not.

For any sort of Amazon PPC optimizations that you do for your Amazon account, you’ll need to keep track of what the before and after results were. That way you can have tangible data to know if your strategy is in fact working or not.

Make sure you’re also watching the video to see live how I’m showing you the optimization process itself.

An Amazon Advertising Strategy Split Test Example

So let’s say that your 30-day split test begins today.

Let’s go ahead and keep track of how you’re going to be optimizing your Amazon PPC campaigns with this section.

I made a super simple document, which you can make too: I put Week 1Week 2Week 3, and all the way to Week 4 into it. And then what I did was put Actions into it for each week.

Week 1: Record your data

Firstly, I put Ad spendStarting PPC revenue, and Starting ACOS for Week 1 into my document.

And then, for the end of Week 1, I also included Ad spendEnding PPC revenue and Ending PPC ACOS.

So right now, just look at your Amazon PPC account, and look at the past seven days. This is going to be your Week 1. And this is where you’re going to put that data for the past seven days.

Okay, so you’re going to look at your ad spend currently.

Let’s say you’re at your account right now, and you’re looking at the last seven days, and then you see that for the last seven days, your ad spend has been $250; PPC revenue is 500. And let’s just say your ACOS is 50%.

Actions are your optimization variables.

So now you’ll need to go into your Actions section. This is where you’re going to put your optimization variables for the first seven days.

You can do more than one action; but I suggest waiting until you have at least 30 days worth of PPC data after you’ve begun Amazon PPC split testing before you start doubling up on the actions. 

That way, you cannot get convoluted with the data; because it’s going to be a lot of data, and it will be hard to pinpoint what optimization action has indeed led to a higher sales result or lower ACOS (or even both) if you have two or three actions at a time.

So I always recommend, especially for beginner Amazon sellers: do one major action every seven days, and after your first month, you can start doubling the variables that you put into your optimization process.

How do actions work?

Let’s break down how this action works.

Let’s say that for the first seven days, your first optimization action is lowering your price by 20%. So you’ll have to put that into your Actions section (in the video, I highlighted it in red, just to show that you’ve already used this action).

And let’s say that after those seven days, PPC spend was the same (so also 250), but your PPC revenue increased by $150 – just because you lowered the price by 20%.

Let’s also say that your new ACOS is 35% after those seven days are up, so you can clearly see that just by lowering your price by 20%, you increased your sales by $150. Moreover, you lowered your ACOS by 15%.

So that’s that – you just have gone through your first seven days of Amazon PPC split testing.

Week 2

Let’s have a look at Week 2.

Now what you’re going to do is add a second action to follow Week 1.

For Week 2, your task is to record your Ad spend from the previous ending seven days. So in this case, ad spending stayed $250, and the revenue was 650. So write 650 into your document, and your Ending ACOS was 35%.

Now you’re going to do a second action.

You already know that lowering the price made an impact on your sales in a positive way – now let’s see if we can continually raise the bar to increase your sales on Amazon.

Time to look at the action for Week 2. For Week 2, you are going to increase the bids by 30% on low ACOS keywords. This can be whatever you’d like: you can have a threshold of 30%, 20%, or whatever makes sense for you in your own Amazon business.

In this example, I’m putting 20%< ACOS, so for any product placements or keyword targets that have conversions and the ACOS is below 20%, we’re going to increase the bids by 30%.

Let’s see what this is going to look like when you’re looking at your own Amazon account.

Once you’re logged into your Seller central, just go ahead and go to the Date range, and make sure you’re looking at the last seven days with the data.

Then, go into the campaign level to see how to make these optimizations work. Once you have the campaign open, let’s see what the bid optimization process looks like in our Week 2 example.

In my example, I was raising the bids by 30% on the top performers. To do that, simply go into your campaign, and for all of the keywords and product placements that have an ACOS below 20%, your e.g. 75 cents bid is going to be raised to $1 now. 

You continually have to raise the bids on your top performers, simply by looking at what you’re already at in your bid, and just raising it by that 30% in order to test the results for Week 2.

The point of this action is to basically fuel your top performers with more ad spend in order to see if you can also boost your sales at a low ACOS. If your ACOS is low, it means that the keywords or the product placements themselves are good, so you just basically want to put more ad spend to what you know is already working for your account.

After you have your results for the second week, just go ahead and put the results into your document to the Ending measurements. So that way you’re tracking as you’re going along the weeks.

Week 3

Let’s move to Week 3.

For Week 3, let’s say you want to lower your bids by 30% on all high ACOS keywords and product placements.

For example, let’s say a high ACOS for your account is 60%. So go into any product placement and keyword that has a 60%> ACOS, and lower the bid by 30%. After that, you have to measure your results. 

Let’s see how to lower the bids by 30% on your top performers.

It is also super easy: Just open your campaigns, and look at all the placements and keyword targets that have an ACOS above 60%, and lower those by 30%. For these placements, the new bid would be around 40%.

Again, this is going to be the Amazon advertising strategy test that you’re going to want to implement for Week 3, and then, of course, record it on your document. Don’t forget to put your Week 3 results in the Ending section for Week 3. And that will also be the Starting section for Week 4.

Week 4

Let’s start Week 4.

This week, you want to add 10 new keywords to your Amazon PPC campaigns.

Now you’ve already lowered the price. You’ve already raised the bids on your top performers, and you’ve also already lowered the price on your under-performers.

So this time you’ll want to find new opportunities to stay profitable, and increase your sales on Amazon while keeping all other variables constant.

And I have a great video for you on Week 4: go and watch this video where I show you how to do Amazon PPC keyword research.

The video will explain to you step by step how to track your keywords in your Amazon PPC campaigns. 

So for Week 4, we want to add 10 new keywords. Therefore, you have to go to your keyword list, copy 10 keywords that you’ve already done research on; and then place those keywords inside your Amazon advertising campaigns.

Once you do that, change the color of the actual keywords to red, indicating that they’re now being used in the campaigns themselves.

Remember, success on Amazon does take long term thinking and long term commitment, and you’re going to need to do some sort of a split test in order to accurately measure if your optimization strategies are working. Just make the necessary adjustments, and see which actions are actually contributing to high ACOS, low ACOS, high sales or low sales.

You can mix and match these, but tracking the variables for any Amazon advertising split test is necessary in order to get optimal results.

I hope this article was helpful!

Before you go, please join my private Facebook group to check out a community of like-minded individuals coming together and sharing what’s working today in the Amazon advertising world.

Of course, if you need any extra help optimizing your Amazon Advertising Strategy, or need to set up a more advanced Amazon PPC split test, ZonRush can take a look at your account, and see if we can help you take your sales to the next level.