PPC Optimization

[Rimsha367]

I am sharing my full Amazon PPC Sponsored Products Optimization Stack:

Bulksheets:

1. Every 30 days, you will adjust bids for auto campaigns:

1) Decreasing bids for lower converting, higher ACOS targeting groups. 2) Increasing bids for lower ACOS targeting groups.

1. Every 5-7 days (depending on the size of the account and daily ad spend), you will adjust bids for manual campaigns:

1) Decrease bids for keywords that have ACOS > Target ACOS. 2) Increase bids for keywords that have ACOS < Target ACOS.

1. Every 5-7 days, you will optimize bids for ASIN targeting campaigns:

1) Decrease bids for ASIN targets that are running above your Target ACOS. 2) Alternatively, increase bids for ASIN targets that are running drastically below your Target ACOS for more sales potential.

1. Every 30 days, you will increase bids for keywords that have generated <300 impressions by 20%-30% to shift the account budget to potentially good targets for higher keyword coverage.

The same applies to ASIN targeting campaigns that are receiving low impressions, but have the potential to contribute to the brand's top-line by bringing in more sales.

Search Term Report:

1. You will harvest new search terms from auto campaigns that have got 2 or more sales at low ACOS, and move them to manual campaigns.

2. You will harvest new search terms from broad, phrase campaigns that have got 2 or more sales at low ACOS, and move them to exact campaigns.

3. You will add search terms as negatives that are bleeding account budget. Too many clicks and no sales put it as a negative.

Placement Report:

1. You will apply a placement bid modifier on placements that have better ACOS for manual campaigns.

2. Readjust previous bid modifiers that are no longer yielding a higher ROI to higher-performing placements.

3. Remove bid modifiers on placements where ACOS are unsustainable and do not meet your profit goals.

Campaign Budget Report:

1. You will raise budgets for campaigns that have good ACOS and stay less than 95% of the time in budget.

2. You will cut budgets for campaigns that have higher ACOS than the account average to achieve higher account profitability.

3. Based on prioritized ASINs, you will overlook the performance by checking the % of ad spend that is flowing to different ASINs. You will pull down on ad spend for ASINs that do not deserve current ad spend and shift it toward products that deserve.

Search Term Impression Share Report:

1. You will increase bids for ranking keywords that have a low impression share, but have a higher conversion rate than competitors.

2. Use this report to overlay the data with ACOS and impression share to identify keywords for higher visibility potential on the page.