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.

Top 8 Amazon PPC Questions Answered

advanced amazon ppc

If you’ve been managing Amazon PPC campaigns for a while now, and you think you’ve got all the basics, read on – because in this post I’ll be giving you tips on how to supercharge those campaigns and make them even more profitable.

Let’s move on to the top eight Amazon PPC questions that I get asked most often.

#1 What should I do if my Amazon PPC campaigns are running out of budget too fast?

First of all, let’s talk new campaigns.

Before you raise your budgets based on Amazon’s recommendations, you should monitor your campaigns, especially if they’re brand new.

Don’t raise the budgets at all; wait at least two weeks to see how that campaign is performing.

If the ACOS is good, then raise the budget to whatever you’re comfortable with – based on your own budget requirements. And if it’s within Amazon’s recommendation, then raise your budget to whatever they recommend. Then go ahead and see what your results are for another two weeks.

If your results are still profitable and still doing good, then you can continually raise your budget every two weeks, or however often you feel comfortable so that you can get more market share.

But here comes the catch.

It’s important to know that just because you’re raising the budget based on Amazon’s recommendation, it doesn’t necessarily mean that you’re going to be getting more sales.

All it means is you’re going to be paying for more clicks, which is why we recommend that before you raise your budget, you should monitor the results first for two weeks based on what your current budget is. Then go ahead and incrementally raise it. 

Amazon’s just going to continually ask you to raise your budget no matter what, because that’s how they’re making money. This means that there is a point where you’ll start to see a decline in sales if you raise the budget too much, and you’ll just be paying for a lot of clicks.

So go ahead and monitor your results taking a slow and steady approach.

Eventually, you’ll get to a point where your Amazon PPC campaigns are producing phenomenal results at a budget that you’re comfortable spending on a monthly basis. 

#2 How often should I add negative keywords to my campaigns?

You should add negative keywords at least once every 30 days. And the fastest way to get negative keywords is through an auto campaign.

You can also add negative keywords based on keywords that are underperforming. So if you have some keywords in your campaigns that you start to see an extremely high ACOS for, you can actually add that whole phrase into your campaigns as a negative keyword. This way they don’t show up on that keyword anymore.

#3 How often should I add keywords to my campaigns?

Ideally, you’ll want to add new keywords to your campaigns every 30 days.

What you’ll want to do is have a master list ready with at least 200 keywords. You don’t want to add all 200 keywords at once, but have a master list that you can pull from. Every 30 days  you can add 30 of those keywords to your campaigns.

Why 30 days?

If you have too many keywords at once, it gets messy when you’re trying to analyze the data.

So keep the data separate, and have a master list of keywords instead of just having them all at once. If you do have them all at once, it is too many things you’re going to be optimizing for.

And every 30 days, add new keywords to the master list for potential profitability.

#4 How many keywords should I have in my campaigns?

As said before, the optimal number of keywords you should have in your campaigns is about 30 – that’s because your budget is going to be limited based on the amount of keywords you have.

If you have too many keywords in your campaigns (let’s say 200 keywords), then your budget is going to run out before you have a chance to give all of your keywords impressions.

So it’s best to have 30 keywords. This way you can give the keywords time to get a budget allocated towards them. And it’ll also give you enough data to make profitable decisions for your account based on keyword performance.

However, if you have too many keywords in those campaigns, there are too many variables, meaning that the budget’s not going to be allocated efficiently to your top performers. So it could potentially lead to a high ACOS. 

If you have no more than 30 keywords at a time, you can see which keywords are performing well, and which ones are not. This will help you get straight to the point with the performance. 

Also, you’ll already be on track to having an even better ACOS, because you’re not convoluting your strategy. Instead, you have a very specific strategy of 300 keywords, you can monitor the performance, and make your budget optimization based off of that.

All in all, 30 keywords is an ideal place to start.

#5 Which Amazon PPC bid strategy works best?

Basically, there’s three different types of bid strategies that you can use.

The first strategy is for high search volume keywords, which are generally going to be the most competitive.

Cost per click is going to be much higher on your most competitive keywords, so you should have a bid strategy in place where you’re reducing your bid for the most competitive keywords with the highest search volume.

You don’t want to necessarily be at Amazon’s suggested bid, because that’s probably going to be very high. Instead, it’s best to have your bids about 30% below Amazon’s suggested bid for the high search volume, highly competitive keywords. 

The second strategy is for long tail keywords.

These keywords that have a high search volume and low competition. This means that you should consider doing Amazon’s suggested bid, the median point average, which will allow you to test the waters to see which long tail keywords are going to be profitable for your account.

We also always recommend that you use short or long tail keywords that have low search volume. They’re still relevant.

However, since there’s not a whole lot of search volume, you usually want to have a bid strategy in place where you can maximize your impressions for those keywords.

Not a lot of sellers are going to target keywords that have a low search volume, so you want to be a little bit more ‘aggressive’ with your bids on those keywords. This will allow you to show up as much as possible, because the search volume is much lower.

And if the search volume is much lower, odds are that the bids are also low. So you can be a little more generous with your bid strategy based on the search volume.

So usually, we will recommend that you do 30% above Amazon’s suggested bid for low search volume keywords.

So those three strategies work really well if you can go ahead and apply those specific strategies to your account today. And we’re sure your ACOS are going to start to improve right away. 

#6 What’s a good starting monthly budget for Amazon PPC?

A starting monthly budget for Amazon PPC depends on how much you’re willing to pay to get sales.

In other words, it’s going to be dependent on your financial position right now.

If you have more capital to allocate towards Amazon PPC, then be more generous: you can invest at least $1,000 a month in Amazon PPC, because you’ll be able to get more data right away.

On the other hand, if you’re a little bit more restricted on budget right now, a minimum starting budget would be around $250 to $500 for the month.

Again, there’s no specific amount that I can recommend, but it’s going to be based off of what you are willing to pay and what you can afford to pay on a monthly basis.

So if you’re just a beginner Amazon seller, why not start on the lower end? And then as you begin to see sales, gradually increase your budget – starting with 15 to 20% on a monthly basis.

#7 How do you rank products using Amazon PPC?

Ranking products using Amazon PPC is fairly simple, but it is a bit of a loaded question. 

The first thing you’re going to want to do is create an exact match campaign. In that exact match campaign, make sure you have all the keywords that you want to rank for. And, as for bids, optimize them by raising them 50% above Amazon’s suggested bid.

At this point, you’ll have all the keywords you want to rank for in an exact match only campaign. Make sure the bids are 50% above that, because in that instance, you’re maximizing your impressions for each and every keyword.

The point of this is to show up as often as possible for these keywords. This way you can convert, and the more sales you get with those keywords, the faster you’ll rank on page one.

Now the next part is actually raising the placement percentage for those keywords. As for your keywords, go to the placements on a Per keyword basis, and raise the placement percentage for top of search results anywhere between 10 to 100%.

This way you can maximize not only your impressions for these keywords, but also the area in which you’re converting for those keywords.

Obviously, if you want to rank on top of page one, you want your product to show up as close to the top of page one as possible. That way, you can start converting those sales.

If you’re trying to rank your product on top of page one, what a lot of our clients did is use the ZonRush launch service coupled with the PPC strategy to rank for keywords.

By using and leveraging Facebook traffic, you’re not 100% dependent on the bids that Amazon has.

If you’re in a really competitive category, sometimes the bids are extremely high – so it’s really hard to rank for keywords. And it’s gonna be extremely expensive if you’re just relying on Amazon PPC ads alone.

But if you have a second strategy to that, and you use external traffic with our launch service, you can go ahead and rank for keywords much faster, because you’re actually taking traffic into your own hands now.

We also have a promotion going on:

If this is your first launch, if you use coupon code ZON50, you’ll save $50 off our launch service. Again, using both those strategies together are extremely powerful for ranking products on top of page one.

The last thing about ranking products using Amazon PPC is that it does take time. It’s not going to happen in seven days; it’s going to be more between three to five months before you start seeing ranking results.

That is because when you’re looking at the Amazon PPC exact match keywords, there’s only so much search volume on a monthly basis that you can advertise for if you’re just relying on Amazon PPC alone.

And if you’re just relying on Amazon PPC alone, you can only expect that much traffic.

What if you’re trying to keep up with some of the top players in your category?

Well, it’s gonna take a while for you to catch up to their monthly sales if you’re just relying on the search volume for those exact match keywords.

In addition, you’re also sharing bids with those keywords, and odds are that other sellers are going to be ranking for the very same keywords. So the bids are going to be a little bit higher than for broader phrases. So that’s just one thing to keep in mind.

It does take time, not necessarily a long time, but it does take some long term commitment and long term thinking when you’re looking to rank products using Amazon PPC. It’s also a methodical process.

Lastly, if you use other methods that help you like our launch service, you will be able to get your products at the top of page one much faster.

#8 How do I optimize auto campaigns?

Optimizing auto campaigns is pretty simple.

In general, an auto campaign is going to be used to find new keyword opportunities and new product targeting opportunities for you to use and build manual campaigns. So it’s basically going to be the engine.

If you don’t know how to do keyword research, you can use an auto campaign right away to find opportunities to then make manual campaigns.

After 30 days of running an auto campaign, download your ad report, and then add negative keywords from that ad report into your auto campaign. That way, you can continually refine your auto campaign’s performance.

Based on the auto campaign, you can also optimize the placements. So if you can see that your placements are doing better on e.g. top of search results or on product pages, then you can optimize your percentages really easily. Just click on Auto campaign – Optimize placements, and you can adjust the percentages.

Now I know I said I’d only do eight of the most common Amazon PPC questions. But here’s an extra one for you:

Bonus: What’s the fastest way to lower my ACOS?

That’s a loaded question.

But the fastest way to lower your ACOS is: Look at your campaigns, and immediately pause all keywords that you see are underperforming.

Go into your keyword data, and add new keywords to those campaigns – that’ll be the fastest way to stop the bleeding.

And if you want to take a step further than that, you can just begin lowering the bids for all of your keywords.

After you’ve paused and archived keywords that are underperforming, immediately start lowering the bids 30 to 50% on all of your keywords. It doesn’t matter what the ACOS is, because the lower the bids are, you’re still going to get clicks – and much cheaper clicks at that.

So the absolute fastest way to lower your ACOS is just to completely lower the bids on all your keywords, and immediately pause and archive any keywords that are underperforming. 

After that, give it about 30 days, and you should start to see your ACOS come down, because you’re not paying what you used to pay on an average cost per click basis.

So lowering your average cost per click by 30 to 50% will have an immediate effect on your ACOS.

However, this doesn’t mean you’re gonna get more sales – it just means you’ll immediately see an improvement on ACOS.

And once it gets down to manageable levels, then you can start adding new keywords and new product targeting ads to begin again, trying to raise your sales price while keeping your ACOS low.

If there are any other questions that I didn’t answer (which I’m sure there are), go ahead and leave your questions in the comments, or you can ask the questions in the ZonRush Facebook group. It’s a close knit tribe of Amazon sellers, where we discuss all these new opportunities to improve your Amazon FBA business.

Now go and start experimenting, and take your Amazon PPC campaigns to the next level with our tips! 🙂

If you need a little extra help bringing your Amazon PPC 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.

Amazon PPC Case Study: Step By Step Strategies You’ll Love

amazon ppc case study

This Amazon PPC case study I’m about to show you will go over the fact that if you stick to these top three Amazon PPC strategies (even when the market contracts, given the current pandemic) you can still not only lower your ACOS, but improve your sales.

I’m just about to show you how to do all of the above – this case study couldn’t have come at a better time.

Now this seller started their own PPC campaigns in February, and we took over in March. And I just wanted to show you some of the dramatic results that we’ve been able to help this client get.

What you can see is that in February, sales were $181, with a 34% ACOS. And now in March – and we’re still in March – we have the sales at $917 and a 22% ACOS. You can see that this is almost ten times more in sales – and we still have another week left in March.

We’ve even been able to lower the ACOS by almost 15%.

So what I wanted just to show you is what these three strategies are so that way you can also improve your Amazon PPC campaigns.

However, be aware that results like this are possible because when the market contracts, a lot of sellers are just being more wary. Also, some categories might have even been slowed down right now with traffic.

As a result, a lot of sellers are contracting their PPC campaigns or pulling back on the bids or lowering the budgets just to see what flies over with the pandemic.

However, even though the markets contracting and traffic is lower just across the board as Amazon’s putting more pressure on essential only items (and this particular product is not an essential only item), other sellers (like the one in our Amazon PPC case study here) think that the best a point of attack is to actually expand when everyone else’s contracting, since we’ve noticed that bids are cheaper.

We’ve also noticed we’re getting a lot more impressions because there’s probably fewer sellers advertising right now, which is a golden opportunity that I’m about to go over. And it has allowed us to almost 10x the sales for this particular client so far.

Strategy #1: Diversify your Amazon portfolio

The first Amazon PPC strategy is really simple. It’s basically just diversifying your Amazon portfolio.

What does that mean exactly?

It just basically means having more than one campaign for any given product. And when you’re creating separate campaigns, try to target the different match types that Amazon offers:

  • exact
  • broad
  • phrase
  • and auto.

In this particular instance, in addition to those campaigns, you can see a particular campaign which is one of our other proprietary campaigns, consisting of product targeting ads that we help our clients get.

Basically, that is one of the top performing campaigns. And all we’re doing in this particular campaign right here is helping clients target their top competitors. This means that we find their top competitors that are on Page 1 that our client has a better deal than them.

Then, we actually advertise on their listings, which allows another source of revenue for our clients, in addition to targeting the keywords themselves.

Strategy #2: Only add relevant keywords

So the second Amazon PPC strategy that will help you increase your sales and keep your ACOS low is making sure that all of the campaigns you have active, only have 100% relevant keywords in them.

What’s a good example of this?

Let’s say you’re selling charcoal toothpaste. A few keywords that would be good not to add in those campaigns would be

  • charcoal mouthwash
  • and charcoal toothbrush.

Though the keywords are related to your product, they’re not 100% relevant, and this could negatively impact your ACOS score.

So try to only find keywords that match your product 100% or as closely as possible in order to keep your ACOS low and maximize the efficiency of your ad spend.

Strategy #3: Lower your price

The third strategy is really simple: lowering your price. For our particular client in this Amazon PPC case study, we advised that they lowered the price by 20%.

There’s nothing wrong with wanting to sell your product right away at the premium price; but it’s best to work your way towards a premium price and start selling a little bit below your premium price in order to encourage more sales.

When you lower your price, more people are simply going to click on your Amazon PPC campaigns. This will allow you to build up your organic review rate much faster, because you’re selling at a more competitive price and if they’re buying full price, you’ll get those verified reviews much faster.

And when you get more verified reviews, that’s going to feed into more sales in return. And you can see how this entire system flows efficiently over time.

So the three strategies that we used in this Amazon PPC case study were:

  1. Diversify the client’s campaigns, targeting all Amazon match types
  2. We made sure that the keywords inside of the particular campaigns were 100% relevant
  3. We advised on a lower price point to encourage more sales.

And as you can see, the strategies are super simple, right?

We really try to keep things simple for our clients. At ZonRush, we try to maximize not only the efficiency of the ad spend, but the sales potential, too.

And I just wanted to show you that what you want to look for in your campaigns, after you’re doing optimizations is the blue line going up in your Amazon report. In this particular case, you can see the trajectory is clearly going up. It’s almost like an unbalanced scale here.

And we’re really excited for the results we’re going to produce for this client in April and so on.

Also, one of the reasons I was really excited to show you guys this case study was because with the events around the world, all Amazon sellers are being affected.

But if you stick to these three principles that I just went over, you should be able to not only improve the sales on your Amazon account, but also dramatically lower your ACOS. And this is a perfect example because again, the seller has less than 10 reviews. It’s a brand new product; it’s not even an essential product.

Compared to what you can see in February (aka. launch month), which is $181 in sales, in March the client is almost at $1,000 in sales – and we still have another week left in March. So I just wanted to show you that these strategies do work, and if you implement them, you should see similar results in your own account. Don’t forget to join my private Facebook group which is an amazing space of other Amazon sellers who are ready to exchange tips, tricks, ideas, and anything Amazon PPC related. See you there!