Amazon PPC Masterclass: My Amazon PPC Strategy for 2023 - How to Create and Optimize Amazon PPC Ads
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- Опубліковано 14 чер 2024
- Amazon PPC can be a super overwhelming topic. So much info., and different types of campaigns, what to set for your budgets and bids, what keywords to target, Etc. Plus, there's so many different PPC strategies out there! Where do you even start?! (Here). This video will be a COMPLETE Amazon PPC tutorial and ultimate guide. I'll walk you through everything you need to know about PPC: From what PPC even is, the different types of PPC campaigns, what campaigns to set up for a new product launch, and how to go in after 1-2 weeks and analyze the numbers & data and optimize your ppc campaigns.
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Video Chapters:
0:00 Start
0:30 Intro
1:50 Overview of Amazon PPC
2:15 PPC Ads Placements (where your product will show up)
3:00 Top of First Page vs. Product Pages
4:00 PPC Campaigns for a New Product Launch
5:20 When Do I Start Running PPC? (Day 1 vs. Get Reviews First)
6:15 Budgets
8:00 How to Set up Automatic Campaigns
8:50 Targeting Groups
9:15 What Bids do I set?
9:40 "Negative Keywords" or ASINS
10:00 What Bidding Strategy
11:23 USE PLACEMENTS!! (Especially for Launch)
12:50 Campaign Name, Dates, and Daily Budget
13:19 Automatic 'Close' Match, 'Loose' Match, 'Subs', and 'Comps'
14:00 Difference Between Keyword Searches vs. Product Pages
17:00 Keyword - How to Get Your Main Keywords
18:15 Manual Keyword Targeting Campaigns
18:25 Manual Broad & Phrase Campaigns
19:00 (10) Keywords Max per Campaign, (Separated by Search Volumes)
19:50 Entering Broad and Phrase Keywords into Campaign
20:30 Bidding Strategy, Bids, Daily Budget, and Dates
23:00 Recap of All PPC Campaigns for Launch
23:30 Manual Product Targeting (ASINS)
24:55 Manual Category Targeting
25:22 How to Optimize an Auto Campaign
27:00 Analyzing Search Terms, Keywords, and ASINS
27:30 Negative Targeting (Cut off search terms wasting money)
28:00 Search terms, Keywords and ASINS that brought Sales in Auto
28:40 Optimizing a Manual Campaign
29:00 *Impressions, Clicks, CTR, Spend, Sales, and ROAS & ACOS
30:07 Wrapping up
Amazing video. Thank you so much!!! 🙏🏼🙏🏼🙏🏼
Thanks very much! Appreciate your support and for watching my video. Look forward to hearing from you again soon.
Thank you Brian, this is a gold mine!
Thank you, Brian, for another incredible video that arrived just in time. As usual, I found it to be both informative and entertaining. Keep up the good work
Hi Ibrahim, Thank you as always for watching and for your support, and for leaving a comment. Much, much appreciated.
Talk to you soon,
-Brian Noonan
Awesome video Brian as always
Hey Alex, Thank you! Appreciate you watching and leaving a comment too.
Have a fantastic week!
Brian Noonan
thats really quality video
Thank so much
Hi Thang, hope you are doing well. Thank you for watching and for leaving a comment!
Appreciate you very much.
Have a great day,
-Brian Noonan
"guys pick a bunch of random keywords you want to rank for and target them with PPC" oh and make sure they're in broad no less..
The more you "gurus" keep ruining ad accounts, the more clients I have 🤣
Keep it up, love the content.
Hi Brian! Just subscribed!! I’m new to PPC can you run all of these campaigns at the same time for one product?
Hey Brian, you have helped me learn and course through problems and questions about Amazon FBA PL, however, once found a product you should make a video on the best suppliers, their qualities, certifications, price, negotations etc…. thanks
Thank you for your support, and for the recommendation. I definitely need/ should/ will make an updated video on Suppliers/ Manufacturers and sourcing the product.
Appreciate your help.
Thank you,
-Brian Noonan
thnx
Appreciate you watching! Thanks for leaving a comment too.
-Brian Noonan
OHH Man 💓
This was a great and detailed video. Thanks for all the help.
Question: Do you primarily adjust campaigns right there in the Campaign Manager or do you ever run the Excel reports?
Thanks for your support 🙂 Great question: in the beginning when campaigns are new, of have been running for less than 3-4 weeks, I usually only adjust budgets, bids, placements, and targeting bids inside campaign manager and just viewing keyword/ ASIN/ search term under targeting or search terms.
After an auto campaign has been running for 3-4+ weeks, then you’ll want to download the search term report and analyze to help you adjust all your targeting and bids. But I don’t use bulk editing/ or upload through excel sheet for my ppc campaigns, just do so inside campaign manager and using H10 Adtomic.
@@BrianNoonanofficial cool. That’s how I am approaching it this time around. Thanks so much!!
thanks for your video! what is the goal when testing the same keywords in seperate manual campaign types. e.g. broad vs phase? are we trying to see which has a lower CPC and converts more sales? would we then eventually only run the campaign type that is working best? or do we continue to run both broad and phase campaigns with the same keywords. thanks!
Correct! Testing all your main keywords as all (3) match types to find what works best: Broad, Exact and phrase. Then optimizing everything based on the data (impressions, Clicks, CTR, CPC, spend, and sales) >> then also:
2.) Organic Keyword ranking - which main keywords your ranking well for, and which you need to work on ranking better for.
3.) Finally, running multiple Auto campaigns to collect data on those keywords + any other good keywords.
Great video Brian. Mastering PPC has been the second biggest learning curve for me, aside from product research. How often should we go in and do this? Every 3 days? 4 days? Once a week?
- I just relaunched my campaigns 5 days ago and there are no search terms for my auto campaigns. Is that normal?
Thanks!
Thanks for watching Lisa! 1-2X per week is best for optimizing all your ppc campaigns.
If you aren’t getting any data/ search terms inside your Auto campaign, here are a couple of things to check:
1.) Placements: Increase both top of search, and product page bid adjustment, to try and get at least 300+ impressions every few days, (for each section).
2.) Bidding strategy: Up and down
3.) Bids on targeting group bids; may need to increase your bids up 10-40% on
close match
Loose match
Complements
Substitutes.
Trying to also get over 300+ impressions for each one or more.
4.) Campaign budget: Make sure campaign stays “delivering” all day, and isn’t out of budget and stoping halfway through the day.
Regards Auto campaign , why we are doing all four in one launch and why separately ? Whats the main objective of all 4 and separately, wouldnt it be a duplicate ? its bit confusing for me..
Hi Brian, once you're organically ranked well on a keyword. How would you maintain that organic rank and decrease ad spend?
Yeah good question, ideally you get ranked on page 1, in top 10 spots for your main keywords with in month 1 of launch. After you’ve been ranked organically there for 4-6+ week’s consecutively: you can slowly start cutting back on bids & targeting it in your ppc campaigns. But ideally that keyword is also profitable running in PPC.
And make sure you keep/ or have it at least 2X in your listing, in exact phrase form. Such as 1x in title and 1x in Bullet points. Or 1x on back end, and 1x in bullets.
Just launched Brian! I followed the video and 2 days (today) got a sale on phrase match...going to let the ads run their course and looking to learn how analyze the performance. Thanks!
Congratulations on your new product launch! Making a sale already is great. Keep those sales coming in. Work on these (3) things for next 2-3 weeks (Honeymoon period):
1.) PPC - running all your main keywords across broad, phrase, and exact match campaigns.
Broad or phrase, Autos, and ASIN targeting usually works best in the beginning. Exact match will be most expensive, but can test/ run only for top 2-4 keywords in your Title.
2.) Organic ranking - getting to page 1, or at least Organic rank #1-50 for your top 15-50 best keywords. Target keywords with between 500-25,000 search volumes in beginning.
You rank for keywords by having them in your listing, and through making both organic & ppc sales off them.
3.) Reviews: Try getting at least 2-10 positive reviews on your listing asap. That will help ppc perform better, and help ranking. Friends of friends is ok, but no family members should leave review. Also, should have effective insert card, Helium 10 Follow up enabled, and enroll in Vine program (if you have brand registry & high quality product).
✅Here is how to analyze PPC data, and optimize campaigns/ keyword & ASIN bids, auto targeting group bids, and use negative targeting in Autos and placement bid increases - based on impressions, clicks, CTR %, spend and sales:
docs.google.com/document/d/180TVquwOwzDBitAquru835QEJZS45GcnMMKwG3RtHQk/edit
Thanks again Brian. I just downloaded the guides and they all say 2021. I expect it's all still relevant or just a typo(?).
Hi, thanks for your support. Yes, the guides are still good to use. Got PPC campaigns for launch/ or re-launch, here is the latest guide:
docs.google.com/document/d/180TVquwOwzDBitAquru835QEJZS45GcnMMKwG3RtHQk/edit
Alibaba template and Launch strategies guides you probably downloaded are also good to use.
Thank you,
-Brian Noonan
@@BrianNoonanofficial brilliant. Thanks again mate.
Hello! Thank you so much for the video. How can I get the file that you are showing in the video?
Appreciate your support! Here is that file that goes over PPC: docs.google.com/document/d/180TVquwOwzDBitAquru835QEJZS45GcnMMKwG3RtHQk/edit
Thanks for your video ! When a Auto Campaign shows me keywords which performs good but is not in my listing, do you mean by optimize only the ppc keywords bids , or also put new keywords on my listing ( Bulletpoints)
Thanks for your support and for the question! For keywords that perform well in your Auto campaign(s): ok to leave them running in Auto, and you want to make sure you are running and continuing to test those keywords in your manual campaigns. Especially running/ testing them in your Broad, and Phrase campaigns, and if performing really well (brought 3-6+ sales) can also run them in an Exact match campaign(s).
You can add them to your listing if they are not already in there. But just depends on what the keyword is, how the data is on it, and if you are either already ranking organically for it, or want to rank for it > then would add 3-6 keywords to your listing. Inclusive bullet points, special features and back end search terms/ generic keywords sections.
@@BrianNoonanofficial thanks a lot ! just one more question ,it’s not possible to rank for a keyword organic if its not on my listing,bullet points,backend searchterms and so on.That can only happen if I use auto camp where Amazon rank me on keywords which I don’t have,right?
Would waiting to get
My vine reviews first then start these campaigns be a good idea? Or should I just start the campaigns and vine program at the same time?
Loved the video bro, thanks alot
Thank you for your support and for watching my video. I would go ahead and enroll in Vine program now, and start your launch and ppc campaigns. Vine reviews can take 2-4 weeks to come in, and you don’t want to waste your honeymoon period.
Go ahead and start Launch as soon as listing is completely ready/ finished, and you have around 50-100+ units checked in and available. And set up all your ppc campaigns too ✅
Bit of an odd one here that has me stumped, suggestions welcomed.
1 of my products was selling well and showing organically on page 1 for a couple of keywords, its now disappeared from the search results and not being shown organically on any page.
Cerebro says my keyword is position 6 but the product is not being shown, the product doesn't appear organically for any of my top keywords be it high or low volume, short or longtail.
The only time i see my product is as a sponsored product at top of search, this PPC is generating sales so would expect to see my product in the search results even if it was on page 8.
Its a private label FBA product so no copywrite or patent infringements, its not hazardous or adult.
What would cause a previously shown product to disappear and only appear as a sponsored result?
Hi Brian
Thank you for your content
I launched product and start ppc straight away.
But there are no impression first day and no search result my listing… when I typed in main keywords
It is only been a day…
Should I wait more days?
I have set up my launch date on future and I didn’t start to sell even my inventory arrived in amazon warehouse because I wanted to wait and start launching until my all inventory arrived.
But I am worried if it start already honey moon period. Do you think honeymoon period will start as soon as stock is in warehouse or when I go active my listing?
Thank you
Yeah, honeymoon period has officially started as soon as listing goes “active” and you have at least 1 unit “available” - So I would start launch. You can launch as soon as you have around 30-100 units available, (don’t need to wait for inventory).
2.) Search results - you won’t show up until you make a few sales from Friends & Family, and from PPC.
3.) PPC - For new product launches, make sure you set up all these campaigns:
(4-6) Auto campaigns
(1-3) Exact match campaigns
(2-4) Broad campaigns
(2-4) Phrase campaigns
(2-5) Product/ ASIN targeting campaigns
(1-2) Category targeting campaigns
Key campaigns run for 1-2 weeks and then go in and optimize based on all the data (impressions, clicks, CTR, spend, and sales).
No to low impressions (under 300) - increase bid up 10-40%.
Thank you😊
Hi, Brian. Thank you for the detailed video. I have a question... . After running PPC for a few weeks, when I ran H10 cerebro on my own listing, the 'sponsored keyword' and the 'organic keywords count' in "keyword distribution' section has a ratio of 2 : 1. ie.. 100 sponsor KW and 50 organic keyword. Is that because the product was just launched as my very first product and I only had a few sales so far, and that's why I am ranking on so few organic keywords? So if my sale goes higher, the organic keyword count will go up? Is there any other way to increase the organic count to have a ratio of 2 : 1 the other way around? Thanks.
Hi Sidney, that’s correct, more sales history needed to start ranking for more keywords. Just takes time. Keep making consistent sales everyday, running & testing all your main keywords in your PPC campaigns, and having them in your listing.
Want to focus on ranking in organic rank position #1-50, or even better 1-20 (page 1), for top 15-50 keywords. Go after keywords with between 300-30,000 search volumes and highly relevant.
@@BrianNoonanofficial Thank you for the answer. I appreciate it.
The notion that automatic campaigns should be launched right from the beginning is not advisable, as they may not produce relevant search terms initially and adversely affect the relevance factor. It is better to wait until the campaign has gained some momentum before activating the automatic feature to ensure better results. What is your perspective on this?
It’s a good question, for most product launches I recommend setting up both Autos and Manual Broad and Phrase and product targeting campaigns right away.
You need to take full advantage of the honeymoon period, and drive as many sales/ sales velocity, reviews and organic keyword ranking as possible. Relying just on manual campaigns for that can be hard. Not to mention trying to collect data and all relevant and possible good keywords and ASINS (which autos help you find).
For the Autos - You can simply go in 1-3x per week and start adding keywords or ASINS wasting money to negative targeting. Awhile also gaining data, sales, ranking and reviews.
Would you negate the exact keywords that you put into your broad and phrase campaigns so that you don't get them as search terms and waste money?
You can, however you really don’t have to. Amazon has stated Sellers will not compete against themselves when running same keyword in multiple campaigns. As long as campaigns are running under same 1 seller account.
Really I mostly negative target keywords in my Auto campaigns. Once it has proven to be unprofitable, such as got 300+ impressions, 10-15+ clicks, and/ or $10-$15+ spend and $0 sales >> negative exact in Auto. In manual phrase, broad or exact campaigns; just cut bud way down by half, or switch it off completely.
Hi Brian, I want to edit the ppc campaign I started by adding more keywords, changing the bids and also remove the exact from the first keyword (originally I chose broad and exact for it) I entered before. Is that doable? I couldn't figure out how to do that.
Hi John, yes you can do all of that. Click on campaign name> next at bottom click on ad group name/ campaign name> then top left “Targeting”> there you’ll see a list of all the keywords you have in the campaign, adjust bids, add keywords, and see match type.
Switch off any keywords (with blue switch on left) that are wasting money.
Add new/ different keywords by clicking “Add targets/ keywords” (button at top left of keywords list).
Adjust bids.
Make sure you have separate cam set up based on match type. Broad keywords in their own campaigns, phrase in own campaigns, and exact match own campaigns.
Exact: 1-3 keywords per campaign.
Phrase & Broad: 10-15 keywords max.
@@BrianNoonanofficial Hi Brian thanks very much for taking the time and explaining it. I also heard some people were totally against the broad match especially for the launch period. What do you think about that?
@@johnz7239 Happy to help! Yes, you want to run Broad match campaigns from the start. For (2) main reasons:
1.) Launch phase/ honeymoon period: Need to drive as many sales as possible & get reviews.
2.) Data: You want to find as many good, and profitable keywords/ search terms as possible.
You do this by running & testing your top 15-50 keywords in broad and phrase match campaigns, and running 4-6 Auto campaigns for launch.
Exact match: is going to be most expensive, and not guaranteed to work as well as broad and phrase.
@@johnz7239 Happy to help! Yes, you want to run Broad match campaigns from the start. For (2) main reasons:
1.) Launch phase/ honeymoon period: Need to drive as many sales as possible & get reviews.
2.) Data: You want to find as many good, and profitable keywords/ search terms as possible.
You do this by running & testing your top 15-50 keywords in broad and phrase match campaigns, and running 4-6 Auto campaigns for launch.
Exact match: is going to be most expensive, and not guaranteed to work as well as broad and phrase.
is it possible to be profitable while runing ppc when first launching a product
Great question! Yes, it is possible to be or turn profitable while running PPC, and during the “launch phase” or first month of new product launch. Really just depends on your product, margins, launch strategy, PPC performance & experience, and how fast you can get reviews and ranking built up.
But yea, have had products be profitable month 1. But usually, you should expect it to take around 1-3 months to really start seeing consistent profits coming in.
Launch phase (month 1) is all about these (3) things:
1.) Sales - making consistent daily sales (both organic & from PPC).
2.) PPC campaigns - to rank for main keywords, and collect data on profitable keywords & ASINS.
3.) Organic ranking - getting on page 1 for your top/ best 5-50 keywords.
4.) And, of course getting some positive reviews on your listing, and continue
Improving listing based off data (impressions, sessions, page views & clicks, CTR, and sales).
Can you share this sheet for us?
Hi Ismayil, here is that PPC How to optimize sheet and Campaign set up overview:
docs.google.com/document/d/180TVquwOwzDBitAquru835QEJZS45GcnMMKwG3RtHQk/edit
Hey can you please share this pdf
Hi there, Yes absolutely. Here is that PPC Tips Doc: docs.google.com/document/d/180TVquwOwzDBitAquru835QEJZS45GcnMMKwG3RtHQk/edit