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! 🙂