This episode dives deep into advanced Amazon PPC strategies, offering actionable advice on optimizing campaigns beyond just ACoS. It covers leveraging Amazon’s data tools like Product Opportunity Explorer and Brand Analytics for competitive advantage, understanding key metrics, and implementing techniques for keyword promotion and negative matching to significantly improve ad performance and profitability for Amazon sellers.
Key takeaways
Utilize Amazon's Product Opportunity Explorer and Brand Analytics to identify high-potential keywords, analyze market trends, and segment customers for more targeted ad spend, rather than relying solely on Search Query Performance.
Adopt a 'north star metric' of two sales and a click-through rate above 0.2% for promoting keywords from auto or broad campaigns to exact match, ensuring efficient ad spend on converting terms.
Before blindly negative matching underperforming keywords, investigate why they aren't converting by testing title or image changes to improve relevance and conversion rates.
Move beyond ACoS as the sole success metric, considering 'cost per net new customer' to better understand the long-term profitability and customer acquisition value of ad campaigns.
Implement 'day parting' and fine-tune match types to optimize campaign creation and maximize return on ad spend, adapting strategies to specific campaign goals like awareness versus direct sales.
In this episode, Destaney Wishon is back on the show, and she’ll answer many Amazon PPC questions, such as keyword isolation, sponsor display, Prime Day tips, and more.
Frequently asked about this episode
What does this episode say about amazon & marketplaces?
Utilize Amazon's Product Opportunity Explorer and Brand Analytics to identify high-potential keywords, analyze market trends, and segment customers for more targeted ad spend, rather than relying solely on Search Query Performance.
What does this episode say about paid acquisition?
Adopt a 'north star metric' of two sales and a click-through rate above 0.2% for promoting keywords from auto or broad campaigns to exact match, ensuring efficient ad spend on converting terms.
What does this episode say about analytics & attribution?
Before blindly negative matching underperforming keywords, investigate why they aren't converting by testing title or image changes to improve relevance and conversion rates.
What does this episode say about amazon & marketplaces?
Move beyond ACoS as the sole success metric, considering 'cost per net new customer' to better understand the long-term profitability and customer acquisition value of ad campaigns.
What does this episode say about amazon & marketplaces?
Implement 'day parting' and fine-tune match types to optimize campaign creation and maximize return on ad spend, adapting strategies to specific campaign goals like awareness versus direct sales.
