This episode is an Amazon and Walmart advertising AMA with PPC expert Gefen Laredo. It covers key differences in advertising on both platforms, including auction types and available tools, and offers practical strategies for managing PPC campaigns, especially for those with limited budgets. A must-listen for anyone looking to optimize their marketplace advertising.
Key takeaways
Understand that Walmart's move from first-price to second-price auctions has significantly reduced CPCs, making it more cost-effective to advertise there now.
Be aware of the capability gap: Amazon's advertising platform is more developed, offering features like negative keyword targeting that are still absent or nascent on Walmart. This requires different optimization strategies.
For Walmart advertising, without negative exact matching, a key strategy for managing poor-performing keywords is to frequently audit and pause underperforming search terms within your auto and broad match campaigns.
When operating with a limited PPC budget, prioritize exact match keywords for high-converting, proven terms to maximize ROI from every dollar spent. Use broader matches sparingly and with close monitoring.
To combat a high number of clicks without purchases, analyze the search term report. If a keyword consistently underperforms after a significant number of clicks (e.g., 10-15 without a sale), consider pausing it or reducing its bid. The exact threshold depends on product price and conversion rates.
In this episode, we speak with PPC expert, Gefen Laredo of Vendo, to go over all our listeners’ top questions on everything related to Amazon and Walmart advertising.
What does this episode say about amazon & marketplaces?
Understand that Walmart's move from first-price to second-price auctions has significantly reduced CPCs, making it more cost-effective to advertise there now.
What does this episode say about paid acquisition?
Be aware of the capability gap: Amazon's advertising platform is more developed, offering features like negative keyword targeting that are still absent or nascent on Walmart. This requires different optimization strategies.
What does this episode say about analytics & attribution?
For Walmart advertising, without negative exact matching, a key strategy for managing poor-performing keywords is to frequently audit and pause underperforming search terms within your auto and broad match campaigns.
What does this episode say about amazon & marketplaces?
When operating with a limited PPC budget, prioritize exact match keywords for high-converting, proven terms to maximize ROI from every dollar spent. Use broader matches sparingly and with close monitoring.
What does this episode say about amazon & marketplaces?
To combat a high number of clicks without purchases, analyze the search term report. If a keyword consistently underperforms after a significant number of clicks (e.g., 10-15 without a sale), consider pausing it or reducing its bid. The exact threshold depends on product price and conversion rates.
