You’ve just launched a new product. Good for you! After launching a product, the conventional wisdom has always been for sellers to create an auto campaign to find keywords that can be effectively used in a manual campaign. But, what if the auto campaign doesn’t work out the way you want it to?
Sometimes auto campaigns are used strictly for keyword research, and we’ve always been huge advocates for using them in that capacity. However, we’ve recently found a great way to determine whether or not an auto campaign will be successful in finding useful keywords and being profitable for a product launch.
What an Auto Campaign Does for You
Let’s get this out of the way real quick. Auto campaigns aren’t going to give you a good or even close to optimal return on your ad spend. Why? Because you’re going to have search terms on your search term report that have absolutely nothing to do with your product!
Guess what? That’s okay!
We use auto campaigns to find keywords that are relevant to our product and optimize them in a manual sponsored product campaign. So you’ll have plenty of garbage keywords, but the consensus in the Amazon community is that the diamonds in the rough make running auto campaigns worth it.
The Theory Surrounding Product Launches
We recently heard from Destaney Wishon about an interesting way to discern whether or not an auto campaign would be the most beneficial way to launch a product.
According to Destaney, looking at the suggested keywords panel is all you need to do.
Why do auto campaigns work for some product launches and not for others? It all depends on how Amazon indexes your product. When a new product is put on Amazon, it can be difficult for Amazon to figure out exactly what it is and find the most relevant keywords for it.
Testing Product Launches and Auto Campaigns
We wanted to test this theory ourselves and decided to use two toothpaste products to see what suggested keywords Amazon came up with.
For our test, we used two different products:
- Toothnote toothpaste
- Colgate Total toothpaste
Obviously, Colgate Total is a very popular product and has tons of reviews. Toothnote toothpaste has very few reviews and represents a product that Amazon hasn’t accurately indexed.
We took both products and looked at the suggested keywords generated by Amazon.
Obviously, Colgate Total is very accurately indexed by Amazon. The product’s suggested keywords all seem very relevant.
The suggested keywords for Toothnote aren’t very promising for an auto campaign. We’re seeing quite a lot of suggestions based on certain keywords in the title such as organic herb, green, and jasmine.
One thing that jumps out about the differences between these products is the differences in their titles and how much stock Amazon puts in a new product’s title.
Toothnote’s title is filled with keywords that could be confusing Amazon. All toothpastes are sugar-free, so why is sugar-free in the title? Differentiating your product from the competition is great, and we’re not advocating for short titles, but there is a point where keywords can make it difficult for Amazon to recognize what your product is.
Where Do We Go From Here?
When PPC beginners get started on Amazon, it’s very important to recognize the tried and true strategy of starting an auto campaign and following the RPSB method.
Starting with a manual campaign with untested keywords is the biggest mistake we see beginners make. This strategy inevitably leads to keyword dumping, one of the biggest sins in Amazon PPC.
This new strategy is geared towards sellers who are intermediate to advanced in their knowledge of Amazon PPC. You need to be able to discern whether or not the suggested keywords provided by Amazon will create an auto campaign that produces quality keywords.
By pre-evaluating what Amazon will show for an unindexed new product, you are essentially creating a barometer for the effectiveness of an auto campaign.
If you have the experience, and your new product fails the suggested keyword test, we suggest creating a campaign with broad match keywords that ensure your keywords are relevant.
For Toothnote’s toothpaste, you would want to put “toothpaste” as a broad match keyword. Now you won’t be bidding on keywords like “tooth mouth.”
With this strategy, you are able to speed up the indexation of your product as you are essentially assisting Amazon. After your product is better indexed, you can always check back on your suggested keywords and run an auto campaign.
This strategy can be very effective for helping experienced sellers and marketers launch their products. If you see that the suggested keywords from Amazon are irrelevant, just throw on some broad match keywords and help Amazon index your product.
However, if you are a beginner you should be very cautious about launching products without first running an auto campaign. Keyword dumping is costly and it is very difficult for a beginner to pick the right keywords out of the gate.
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 1:10 Intro
- 7:30 Launching a new product with an auto campaign
- 9:15 A caveat to the RPSB method
- 13:20 How does Amazon determine where new products fit?
- 15:40 How titles affect new product indexation
- 17:45 Testing the new method for launching a new product
- 23:50 Limiting your exposure to a bad auto campaign
- 30:20 Closing thoughts
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.