Podcast
Questions and Answers
During a product launch, what type of bidding is recommended for Amazon PPC campaigns?
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 bid range is suggested for top-of-search placement for newly launched products?
What is the first step in setting up a PPC campaign?
What is the first step in setting up a PPC campaign?
Which targeting group for Amazon PPC campaigns has different bid recommendations?
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?
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?
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?
Which keyword option requires the exact sequence of the keywords?
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What is the recommended daily budget for starting a campaign?
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.
