This episode is an Amazon PPC Ask Me Anything featuring Tom Waghorn from Clear Ads. It provides actionable strategies for Amazon sellers to optimize their PPC campaigns, especially during product launches and for variations. The discussion covers everything from managing ACoS to keyword research and using ChatGPT for PPC.
Key takeaways
During a product launch, prioritize sales velocity and rank over ACoS. Don't be afraid of high ACoS (even over 100%) in the initial stages as you're paying for exposure and reviews.
When dealing with fierce competition and high ACoS, re-evaluate if your product is unique enough to stand out in the marketplace. Consider re-launching your ASIN if you missed the "honeymoon period" to leverage Amazon's initial ranking boost.
Utilize automatic campaigns alongside manual campaigns to discover new keywords constantly. These can be valuable for harvesting new keyword ideas and understanding search behavior.
For products with variations, consider advertising the variation with the highest margin, as the keyword cost will be the same but the profit per sale will be higher. Alternatively, test all variations in separate campaigns to identify top performers based on click-through rates and conversions.
For better keyword targeting and lower costs, use long-tail keywords. While they have lower search volume, they are less competitive and easier to rank for, which can eventually improve performance for broader, more competitive keywords.
What does this episode say about amazon & marketplaces?
During a product launch, prioritize sales velocity and rank over ACoS. Don't be afraid of high ACoS (even over 100%) in the initial stages as you're paying for exposure and reviews.
What does this episode say about paid acquisition?
When dealing with fierce competition and high ACoS, re-evaluate if your product is unique enough to stand out in the marketplace. Consider re-launching your ASIN if you missed the "honeymoon period" to leverage Amazon's initial ranking boost.
What does this episode say about analytics & attribution?
Utilize automatic campaigns alongside manual campaigns to discover new keywords constantly. These can be valuable for harvesting new keyword ideas and understanding search behavior.
What does this episode say about amazon & marketplaces?
For products with variations, consider advertising the variation with the highest margin, as the keyword cost will be the same but the profit per sale will be higher. Alternatively, test all variations in separate campaigns to identify top performers based on click-through rates and conversions.
What does this episode say about amazon & marketplaces?
For better keyword targeting and lower costs, use long-tail keywords. While they have lower search volume, they are less competitive and easier to rank for, which can eventually improve performance for broader, more competitive keywords.
