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Questions and Answers
During a product launch, what type of bidding is recommended for Amazon PPC campaigns?
What bid range is suggested for top-of-search placement for newly launched products?
What is the first step in setting up a PPC campaign?
Which targeting group for Amazon PPC campaigns has different bid recommendations?
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Which bidding strategy allows Amazon to increase your cost per click bid by up to 100% based on their assessment of your product's likelihood to convert?
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Which type of campaign is good for initial keyword research and allows more control over keywords?
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Which keyword option requires the exact sequence of the keywords?
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What is the recommended daily budget for starting a campaign?
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Study Notes
Amazon Sponsored Products Campaign Bidding Strategies and Keyword Targeting
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Amazon offers three campaign bidding strategies: Dynamic bids up and down, Dynamic bids down only, and fixed bids.
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With Dynamic bids up and down, Amazon can increase your cost per click bid by up to 100% based on their assessment of your product's likelihood to convert.
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Top of Search placements are more expensive and can be targeted with a higher bid percentage in Dynamic bids up and down strategy.
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Multipliers can be used with the bidding strategies to increase or decrease the bid amount for specific targets.
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The recommended daily budget for starting a campaign is at least $10, but it can fluctuate based on the competitiveness of keywords.
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It is important to find the right balance between the minimum and maximum cost per click to optimize the campaign.
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Click-through rate and conversion rate are the two major factors that Amazon's algorithm considers in optimizing campaigns.
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Automatic campaigns are good for initial keyword research, but manual targeting campaigns allow more control over keywords.
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Manual targeting offers three keyword options: broad, phrase, and exact match, with each offering different levels of specificity.
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Broad match allows for variations of the keywords, while phrase match requires the exact sequence of the keywords.
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Exact match is the most specific and can have a higher recommended bid due to higher buying intent.
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Negative search terms can be added to exclude specific keywords or brands from showing up in the campaign.Tips for Launching a Product on Amazon
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The focus during the launch should be on driving sales velocity, not profit.
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Increasing sales velocity will improve organic ranking and result in more organic sales.
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The budget for the launch depends on how aggressive you want to be.
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Keyword targeting is important for the launch.
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In the phrase match campaign, the same keywords from the broad campaign are used.
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Custom bids are set for the phrase match campaign, usually higher than suggested bids.
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Negative phrases or exacts should be added to avoid unwanted keywords in campaigns.
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The choice between dynamic bids down only or fixed bids depends on strategy.
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Top of search bids should be set between 75 to 95 cents.
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Repeat the process for creating a broad campaign, phrase campaign, and exact campaign.
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Consider the recommended costs per click within your category.
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Use dynamic bids down only or fixed bids depending on the desired strategy.
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Description
https://www.youtube.com/watch?v=qQrHVVZ10xc&list=PLp2OWt2oQ2DK0AUrzTCwys-6Ue4FE84QL&index=6
Test your knowledge on Amazon Sponsored Products campaign bidding strategies and keyword targeting with this quiz. Learn about different bidding strategies, keyword options, and tips for launching a product on Amazon.
