This episode dives deep into Amazon and Walmart PPC strategies, offering actionable advice on campaign setup, optimization, and analysis. Destaney Wishon, a PPC expert, shares her recommendations for new product launches, review acquisition, and boosting organic rank through intelligent ad spend. Learn how to refine your campaigns, monitor key metrics, and make data-driven decisions to reduce ACoS and maximize efficiency on Amazon and Walmart.
Key takeaways
When setting up campaigns, include the ASIN in the campaign name for better reporting, as Amazon's native reports don't tie search terms directly to ASINs.
Adopt a "one campaign, one ad group, one ASIN" structure for improved budget control and reporting, especially with limited budgets, as this allows you to dictate budget allocation rather than Amazon.
Before using PPC for review acquisition, assess category competitiveness. If cost-per-click is high (e.g., $7 in supplements), consider external traffic sources first until your conversion rate improves with more reviews.
Don't overcrowd campaigns; limit to 20-30 keywords per campaign. With a $100 daily budget, 100 keywords won't gather enough data for effective optimization.
Utilize suggested bids in Campaign Manager as a general indicator of competitiveness. High suggested bids (e.g., $7-$8) likely reflect the cost of winning top-of-search placements, guiding your decision on whether to pursue PPC initially or seek alternative traffic. Also, monitor conversion rates, CTRs, and CPCs for maximum campaign efficiency.
Join us for this exciting episode as we sit down with Amazon PPC expert Destaney Wishon, who answers all your burning questions about Amazon and Walmart PPC.
What does this episode say about amazon & marketplaces?
When setting up campaigns, include the ASIN in the campaign name for better reporting, as Amazon's native reports don't tie search terms directly to ASINs.
What does this episode say about paid acquisition?
Adopt a "one campaign, one ad group, one ASIN" structure for improved budget control and reporting, especially with limited budgets, as this allows you to dictate budget allocation rather than Amazon.
What does this episode say about analytics & attribution?
Before using PPC for review acquisition, assess category competitiveness. If cost-per-click is high (e.g., $7 in supplements), consider external traffic sources first until your conversion rate improves with more reviews.
What does this episode say about amazon & marketplaces?
Don't overcrowd campaigns; limit to 20-30 keywords per campaign. With a $100 daily budget, 100 keywords won't gather enough data for effective optimization.
What does this episode say about amazon & marketplaces?
Utilize suggested bids in Campaign Manager as a general indicator of competitiveness. High suggested bids (e.g., $7-$8) likely reflect the cost of winning top-of-search placements, guiding your decision on whether to pursue PPC initially or seek alternative traffic. Also, monitor conversion rates, CTRs, and CPCs for maximum campaign efficiency.
