3 steps to quickly improve your Amazon Ads
Let's face it, diving into the Amazon selling pool can sometimes feel like you're just feeding the giant that is Amazon, right?
Watching your hard-earned profits get nibbled away by Amazon Ads can leave you wondering, "Is it all worth it?" But before you throw in the towel, let's embark on a little mission together!
By the end of this article, you'll be equipped with the knowledge to reclaim your profits and maybe even outsmart the giant. 🚀
Step 1: Decipher Your Ad Funnel Like a Pro
Think of your Amazon ad campaign as a treasure map. To find the treasure (a.k.a. profits), you need to follow the map correctly. Here's the deal: your product pops up based on certain keywords or competitors, catching potential buyers' eyes. These impressions turn into clicks, and these clicks hopefully turn into sales. But if your treasure chest remains empty, it's time to play detective.
- The High ACoS Culprit
Imagine making $100 but then realizing you've spent $60 to get there . Ouch, right?
This scenario means your ACoS (Advertising Cost of Sales) is soaring at 60%. The villains here could be overpriced clicks or a shy conversion rate that's too embarrassed to show its face.
The fix? Tweak those bids down on these greedy targets. - Pure money leak
Even worse, what if you're throwing coins into a well (spending on ads) without any wishes coming true (zero sales)? If certain keywords or competitors are turning your ad budget into a charitable donation, it's time to cut them off.
If you are selling yoga mat, I can understand that the "yoga mat" keyword looks like the most relevant. That said, if you get 50 clicks, costing $50 without getting any sales, it is time to stop targeting this keyword and focus on more specific ones.
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Step 2: Refine Your Campaign Structure
The architecture of your campaign is foundational to achieving success. Misalignment within this structure can disrupt the entire functionality of your campaign.
Here are 3 common mistakes you need to fix:
- Having multiple product per campaign
Having different products within a single campaign can obscure performance metrics.
One product may perform way better than the other. In this case your campaign's metrics will not be relevant as it will reflect the average of the two products.
Ensure each campaign is dedicated to a single, primary product to maintain focus and clarity.
You can of course have multiple ASINs if they are variations of the same product. - 🌱 The leaf under the leaf
Same idea: the goal is to have a clear understanding of your ads, so you need to avoid having multiple ad groups per campaign.
Limit each campaign to one ad group for budget focus.
Some experts will recommend to having maximum of 5 keywords or product targets per ad group.
Over our analysis of 241 ad stores, we can confirm that having too many targets in a single campaign can lead to underperformance of some targets.
Why ? Some targets will get more impressions than others, leading to more click and more usage of the campaign budget. In such case you may have other potentially relevant targets without enough budget to get impressions ! - Mixing multiple match type in a single campaign
In your manual campaigns, you may have BROAD targeting keywords mixed with EXACT targeting ones…
If that is the case… it is bad!
The goal of Amazon Ads is to improve your ads funnel.
Every match type has its purpose:
- AUTO targeting goal is to let Amazon find new keywords and competitors
- BROAD targeting helps you find new targets around a specific one
- EXACT targeting focuses on the exact keyword
- ❌ LARGE targeting is to avoid (it often lead to irrelevant targeting !)
If we view it as a funnel. We must have an AUTO campaign per product, a campaign with only BROAD targeting and another one with EXACT keywords.
That way we can have a better analyze over our funnel to quickly see what is going well or not.
If you want to implement such workflow, just apply one of the 4 ready-to-use strategies on PPCAssist and just validate the suggestions you will get.
Step 3: To choose is to renounce
As a seller, you think about what your product is about in terms of keywords and competitors but rarely think about the opposite:
- Which keywords and products are irrelevant to mine and might cost me too much money?
Identifying and negating irrelevant search terms ensures your ad doesn't show up in searches that won't convert, saving you from squandering your budget on window shoppers.
For instance, if you're selling a sleek yoga mat, you don't want to appear for searches like "Thick Yoga Mat." It's about making your "no" list as strategic as your "yes" list. And yes, PPCAssist can also automate this, scanning through your campaigns and whispering those "no-nos" in your ear. 🚫🧘
Take the time to analyse your search terms on AUTO and broad targeting campaigns and add negative targeting on search terms that got clicks without sales or too high ACOS.
Once again if you want the fastest solution for that
👉 Apply the "Expert 90" strategy on PPCAssist, you will get an automated analyze and suggestions within 30 minutes.
Embark on Your Quest
Armed with these strategies, you're now ready to navigate the Amazon jungle like a seasoned explorer.
Remember, every giant can be outsmarted with the right tactics.
We're not just saving pennies here; we're solid PPC foundations to grow your profits and business.
Let's turn those ad woes into wows, and may your profits soar as high as your ambitions. 🌟
Ready to dive deeper and transform your Amazon Ads game?
PPCAssist is your ally in this adventure, offering the tools and insights you need to stop wasting and start growing without the hassle.
Your journey to reclaiming your Amazon ad profits starts now. 🚀
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