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.
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