{"id":10547,"date":"2020-05-03T08:54:34","date_gmt":"2020-05-03T07:54:34","guid":{"rendered":"http:\/\/www.repricerexpress.com\/?p=10547"},"modified":"2025-02-07T15:36:30","modified_gmt":"2025-02-07T15:36:30","slug":"amazon-ppc-campaign","status":"publish","type":"post","link":"https:\/\/www.repricerexpress.com\/amazon-ppc-campaign\/","title":{"rendered":"How to Structure Your Amazon PPC Campaign"},"content":{"rendered":"

Running an Amazon PPC campaign can be a very lucrative method for sellers to drive substantial sales for their product, increase the potential for more reviews, and boost visibility for new products.<\/strong><\/p>\n

However, it requires Amazon sellers<\/a> to invest in a substantial amount of time to ensure their ad campaigns are correctly structured from the start. As a seller, this becomes critical as your business scales and you quickly find yourself managing a rapidly growing set of ad campaigns.<\/p>\n

Below we will walk you through our recommended approach for structuring a Sponsored Products<\/a> campaign, and our tips to help you get started with Amazon PPC<\/a> optimisation.<\/p>\n

How to Structure Your Amazon PPC Campaign\"Amazon<\/b><\/h2>\n
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  1. For each product (ASIN<\/a>), you will create two campaigns; one automatic campaign and one manual campaign.<\/li>\n
  2. Create your automatic campaign first and let it run for 1-2 weeks minimum.<\/li>\n
  3. After you\u2019ve collected a reasonable amount of data, download your Search Term Report and go through it to find your high converting keywords to add into a new manual campaign.<\/li>\n
  4. For your manual campaign, you will want to create three separate Ad Groups (for each keyword match type); one for Broad Match, Phrase Match & Exact Match.<\/li>\n
  5. Set the duration and budget for your automatic and manual campaign. For your manual campaign, you will also want to set the daily bid; start with the estimated bid provided by Amazon and adjust accordingly.<\/li>\n<\/ol>\n

    Note:<\/b> If this is your first ad campaign, we recommend setting up a budget of $10 per day, and keep the duration open-ended to track ongoing changes in your campaign.<\/p>\n

    Tip:<\/b> Make sure to comb through your Search Term Report for long-tail keywords; these are the keywords used by customers with more specific search intent, meaning you will be targeting customers further down the conversion funnel. Long-tail keywords are lucrative for sellers because they tend to have a higher conversion rate and a lower CPC cost, as there is less competition for these keywords.<\/p>\n

    Amazon Keyword Research Tool<\/h2>\n

    Use Sonar<\/a> (free Amazon keyword research<\/a> tool) to quickly scale your list of relevant keywords. Type in a keyword related to your product and pick the most relevant keywords (e.g. keywords with a high search volume) from the results.<\/p>\n

    Sonar will display a search volume estimate for each keyword suggestion; this will help you to quickly identify the \u2018valuable\u2019 keywords you will want to add to your manual campaign.<\/p>\n

    \"Sonar<\/p>\n

    You can also copy & paste the long-tail keywords you\u2019ve identified in your Search Term Report into Sonar, which will then generate an expansive list of relevant keywords, which you\u2019ll be able to export via Excel and add into your manual campaign.<\/p>\n

    \"Sonar<\/p>\n

    After 4-6 weeks, it will generally become clear which keywords perform better than others. At this point, you will want to gradually reduce bids for the non-converting keywords you\u2019ve identified.<\/p>\n

    Important note:<\/b> Avoid changing bids too quickly, you will want to make sure you have collected enough data before making any bid adjustments. A general rule of thumb is to collect at least 1,000 impressions, and ideally more than 5, 000 impressions, since the typical Click Through Rate (CTR) is at 0.2% (i.e. 100 clicks). Also, avoid making drastic bid changes; you will want to incrementally increase\/lower bids by 20-30%.<\/p>\n

    Learn to Optimise Your CPC Bids<\/h2>\n

    Once you\u2019ve set up an ad campaign for your Amazon product, you will need to learn to optimise your CPC bids, to keep your ad spend in check and avoid bidding on keywords that are unlikely to convert for you.<\/p>\n

    Sellers need to understand that testing your bids is at the core of CPC optimisation, and you can only optimise your bids if you have collected enough data to make informed decisions on whether you should lower\/increase keyword bids.<\/p>\n

    First, you will need to calculate your target Amazon ACoS<\/a> (Average Cost of Sale). By comparing your actual ACoS to your target ACoS, you will be able to measure how well your ads are performing against your goal profit margin.<\/p>\n

    Guidelines for Amazon CPC Optimization<\/h2>\n