Launching a new product begins with promotion Þ driving potential buyers to a product ad
On Amazon, a successful product launch starts with a systematic PPC strategy
And a systematic PPC strategy starts with keyword research;
𝙆𝙀𝙔𝙒𝙊𝙍𝘿 𝙍𝙀𝙎𝙀𝘼𝙍𝘾𝙃
𝙎𝙩𝙚𝙥 1: Determine the top 10, highest revenue, competitors, closely related to your product 𝙎𝙩𝙚𝙥 2: Use a reverse ASIN tool, such as Helium 10 Cerebro, to identify the ranking keywords of the top 10 competitors 𝙎𝙩𝙚𝙥 3: Set the minimum ranking competitors to 8 or 9 such that at least 8 or 9 competitors are all ranking for the keywords 𝙎𝙩𝙚𝙥 4: Set the minimum rank to 30, narrowing down to the keywords ranking on page 1
Now that you have a refined list of keywords, using a campaign checklist to prepare and launch a PPC strategy will ensure you maintain consistency and best practices;
𝘾𝘼𝙈𝙋𝘼𝙄𝙂𝙉 𝙇𝘼𝙐𝙉𝘾𝙃
✅ Main Keywords for index and rank
Launch the top 10 keywords
1 keyword per campaign – exact, broad and phrase
✅ Supplementary Keywords
Launch the remaining keywords
5 keywords per campaign – exact, broad and phrase
✅ Branded Keywords/ASINs
All of the main keywords with brand name included
2-3 keywords per campaign – exact, broad and phrase
Branded ASINs – product protection
✅ Product Targets
1st list – highly relevant and competitive targets
2nd list – new arrival/low or bad reviews/higher priced
2-3 ASINs per campaign
✅ Auto Campaigns
4 separate campaigns – close match, loose match, complements, substitutes
(See photo)
𝙊𝙐𝙏𝘾𝙊𝙈𝙀𝙎
➡️ Covering both high volume, competitive keywords as well as those that are less competitive with a lower search volume will initiate both ranking and indexing by Amazon. Monitor your rank in Helium 10s Keyword Tracker ➡️ Branded keywords and ASINs will protect your brand ➡️ Product targets allows you to steal traffic from your competitors ➡️ Auto campaigns for sales based on Amazon’s data and for new keyword discovery
Auto campaigns need very little oversight and if setup and optimized correctly can deliver positive results
Sellers can take advantage of Amazon’s algorithm to cast a wide net, targeting audiences based on sales history and relevant keywords within a product listing
✅ Higher visibility and reach ✅ Increased impressions ✅ Lower cost-per-click ✅ Discovery of new relevant keywords/product targets for manual campaigns
To effectively control and optimize auto campaigns, it is essential to segregate according to targeting group, by establishing 4 campaigns per parent product:
➡️ Close match ➡️ Loose match ➡️ Complements ➡️ Substitutes
With each match type performing differently, segregating according to match type enables a more granular approach to manage and scale at the budget, bid by placement and the bid level, as well as simplifying data analysis
Automatic targeting works best when you incorporate an iterative process of monitoring and optimization steps at the onset of each new campaign:
𝙎𝙏𝙀𝙋 1: 𝘽𝙪𝙙𝙜𝙚𝙩 If a campaign is performing well and is profitable with a good return on ad spend (RoAS), scale up the budget, allowing it to spend more, discover more search terms/product targets and produce more profitable sales
𝙎𝙏𝙀𝙋 2: 𝘽𝙞𝙙 𝙗𝙮 𝙋𝙡𝙖𝙘𝙚𝙢𝙚𝙣𝙩 Determine which placement is most effective and place a bid adjustment for high performing, high RoAS, low ACoS campaign match types to a enhance visibility and increase impressions for a specific page position
𝙎𝙏𝙀𝙋 3: 𝘽𝙞𝙙 𝘼𝙙𝙟𝙪𝙨𝙩𝙢𝙚𝙣𝙩 Increase or decrease max bid using ACoS as a guide. High ACoS, decrease the bid, low ACoS leave or increase the bid
𝙎𝙏𝙀𝙋 4: 𝙃𝙖𝙧𝙫𝙚𝙨𝙩 𝙉𝙚𝙬 𝙆𝙚𝙮𝙬𝙤𝙧𝙙𝙨 𝙖𝙣𝙙 𝙥𝙧𝙤𝙙𝙪𝙘𝙩 𝙩𝙖𝙧𝙜𝙚𝙩𝙨 Use the search function within the campaign or search term reports to extract converting customer search terms (CST) or ASINs and launch as keywords or product targets in manual campaigns – exact, broad and phrase
𝙎𝙏𝙀𝙋 5: 𝙉𝙚𝙜𝙖𝙩𝙚 𝘾𝙪𝙨𝙩𝙤𝙢𝙚𝙧 𝙎𝙚𝙖𝙧𝙘𝙝 𝙩𝙚𝙧𝙢𝙨 (𝘾𝙎𝙏𝙨)/𝘼𝙎𝙄𝙉𝙨 Use the search function within the campaign or download search term reports to identify non-profitable CSTs or ASINs that are spending but not converting and add as a negative exact match to control ad spend
When used effectively, automatic campaigns can be incorporated into a PPC strategy for promoting both products and brands. They provide key audience insight and highlight important search terms that potential customers may use
