How to Set up Amazon PPC for Launch 🚀 Step by Step Tutorial (2023)

Amazon Sponsored Products Campaign Bidding Strategies and Keyword Targeting

• Amazon offers three campaign bidding strategies: Dynamic bids up and down, Dynamic bids down only, and fixed bids.

• 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.

• Top of Search placements are more expensive and can be targeted with a higher bid percentage in Dynamic bids up and down strategy.

• Multipliers can be used with the bidding strategies to increase or decrease the bid amount for specific targets.

• The recommended daily budget for starting a campaign is at least $10, but it can fluctuate based on the competitiveness of keywords.

• It is important to find the right balance between the minimum and maximum cost per click to optimize the campaign.

• Click-through rate and conversion rate are the two major factors that Amazon's algorithm considers in optimizing campaigns.

• Automatic campaigns are good for initial keyword research, but manual targeting campaigns allow more control over keywords.

• Manual targeting offers three keyword options: broad, phrase, and exact match, with each offering different levels of specificity.

• Broad match allows for variations of the keywords, while phrase match requires the exact sequence of the keywords.

• Exact match is the most specific and can have a higher recommended bid due to higher buying intent.

• 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

• The focus during the launch should be on driving sales velocity, not profit.

• Increasing sales velocity will improve organic ranking and result in more organic sales.

• The budget for the launch depends on how aggressive you want to be.

• Keyword targeting is important for the launch.

• In the phrase match campaign, the same keywords from the broad campaign are used.

• Custom bids are set for the phrase match campaign, usually higher than suggested bids.

• Negative phrases or exacts should be added to avoid unwanted keywords in campaigns.

• The choice between dynamic bids down only or fixed bids depends on strategy.

• Top of search bids should be set between 75 to 95 cents.

• Repeat the process for creating a broad campaign, phrase campaign, and exact campaign.

• Consider the recommended costs per click within your category.

• Use dynamic bids down only or fixed bids depending on the desired strategy.