This episode provides critical advice for Amazon sellers navigating PPC during and beyond the COVID-19 pandemic. It emphasizes maintaining ad spend to preserve search ranking and practical strategies for optimizing bids and campaigns for profitability and visibility on Amazon.
Key takeaways
Implement a 'dynamic bid down only' strategy for Amazon PPC to allow the platform to automatically reduce bids for less likely conversions, optimizing spend while maintaining visibility.
Avoid pausing Amazon PPC campaigns, even if facing shipping delays or stock issues, as pausing erodes historical data and allows competitors to gain search ranking. Amazon automatically pauses ads for out-of-stock products.
For sellers utilizing both FBA and FBM, ensure both SKUs are included in PPC campaigns. This guarantees that whichever SKU holds the Buy Box (often FBM during fulfillment disruptions) benefits from advertising and maintains visibility.
Regularly review and adjust bids on high ACOS keywords, pausing if they're severely underperforming, but reducing bids if they merely have a temporary dip. Prioritize manual adjustments over broad campaign pauses.
What does this episode say about amazon & marketplaces?
Implement a 'dynamic bid down only' strategy for Amazon PPC to allow the platform to automatically reduce bids for less likely conversions, optimizing spend while maintaining visibility.
What does this episode say about paid acquisition?
Avoid pausing Amazon PPC campaigns, even if facing shipping delays or stock issues, as pausing erodes historical data and allows competitors to gain search ranking. Amazon automatically pauses ads for out-of-stock products.
What does this episode say about supply chain & operations?
For sellers utilizing both FBA and FBM, ensure both SKUs are included in PPC campaigns. This guarantees that whichever SKU holds the Buy Box (often FBM during fulfillment disruptions) benefits from advertising and maintains visibility.
What does this episode say about amazon & marketplaces?
Regularly review and adjust bids on high ACOS keywords, pausing if they're severely underperforming, but reducing bids if they merely have a temporary dip. Prioritize manual adjustments over broad campaign pauses.
