Are you struggling to figure out how to improve your Amazon PPC campaigns for a big Q4? Q4 is the perfect time for doing a health check on your Amazon PPC campaigns and see where you can optimize for improved efficacy.
That’s why AMZ Pathfinder created the 60-Minute Amazon PPC Checklist for Q4. As an Amazon PPC agency we distilled our Q4 processes and procedures for our clients into an easy-to-follow guide.
If you’re looking to get the best sales velocity, ranking and profitability for the holiday sale season, read through the checklist below (and download it for your team!)
We just did the optimization tasks for you! 13 major optimization tasks to improve your campaigns for the quarter four.
This is to ensure that you’re not blocking any keywords that might not convert at a sustainable rate earlier in the year but with increased conversion rates during Q4 now make sense to spend money against. In some cases, it may be wise to put these previously negated terms into new campaigns and start spending against them as the season heats up. This is so you can budget for them separately and better keep an eye on them.
In most cases, we recommend using Dynamic bids – down only which was the default option on all SP campaigns for years. If you are using the increase bids by placement feature, you can used Fixed bids to remove any other variables that may influence bid levels besides your intended % adjustments.
The problem is that Broad match in Sponsored Brand campaigns is unlike broad match elsewhere. It acts more like Loose Match in an auto campaign and vacuums up lots of irrelevant search terms. The other way around is to use the Modified Broad match type, which means adding “+” in front of each word so that must be part of the customer search term in order to trigger your ad, (for example: +Nike +shoes).
This will attract custom search terms like: nike shoes size 40, nike men shoes, and nike running shoes for men. This match type is a blend of the Broad and Phrase type and it is quite useful in Sponsored Brands campaigns when used properly.
Much like the ability to add Products as negative targets in Automatic SP campaigns, the ability to add negatives of any kind was a long-awaited feature that is here in time for Q4
Every Dollar, Pound or Euro you save not spending against these irrelevant terms is one you can put towards performing keywords and targets that will help keep the amazon flywheel spinning
If a product goes out of stock or the product lineup changes, existing SB campaigns may suddenly appear to have only 2 or even 1 product advertised, which leaves your ad looking a bit empty.
Our advice is to always build a seperate branded campaign for all your branded keywords and then turn your branded keywords to negative phrases in your other campaigns. This is helpful when it comes to optimizing campaigns and analysing the data because there won’t be any outliers (ie branded keywords). In turn, this will improve delivery and lower ACoS.
The ads with this implementation are more visually appealing on mobile than the ads without custom images and take up more screen real-estate. You can either add lifestyle pictures or you can show the other range of your products. It is a good way to boost the click-through rate (CTR) of your ads. *Please follow the file requirements by Amazon:
Without an Amazon storefront page, your Sponsored Brand campaigns are limited to advertising a minimum of 3 products in what is called a Product Collection which is essentially a list of products. What’s worse is that if you don’t take control of your Store page it just shows up as a generic grid of products where they’ve recently added similar competitor product listings.
From our experience, high-quality storefronts convert much better than the automatic Amazon generated landing pages. Another advantage with a branded store page is having the flexibility to advertise any amount of products with no minimum restriction. It allows you to put your products on display in a space 100% free of competitor listings – a rare thing on Amazon.
Well made store pages exhibit your products to shoppers through lifestyle shots, features, benefits and brand story. You can also explain how your products are used in detail.
Recently Amazon introduced the ability to add a Logo and write custom Headline copy in Sponsored Display campaigns that use the product targeting option. You can expect an improvement in traffic and performance as this results in a more visually appealing advertisement. This also makes the “top stripe” ad placement available. This is a very prominently place and valuable ad position
Amazon PPC optimization is a daily to weekly task. We understand the effort it takes to manage your account properly and we hope this checklist cuts your time in half from playing the guessing game.
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13 Must-Do Optimization Tasks for your biggest Q4 in 2020!