We recently received an interesting query in a forum of our Amazon PPC Academy. Here is a paraphrased and anonymized rendition of it:
Do you identify with this cub? Have you considered ACoS, the advertising cost of sales, as something akin to an Amazon platform tax?
Does ACoS seem like a vanity metric to you too?
We very much understand the sentiment behind these questions, but we think there are definitely solutions to turn this frown upside-down.
ACoS can be a meaningful KPI, key performance indicator, and we want to detail how to convert this seemingly vain metric into a signal of an account’s vitality.
By implementing our tips, you’ll offer a competitive advantage equal to flipping an UNO reverse card within a campaign.
What To Do If Majority of Sales are From Branded Search
Are most of your consumers finding you because they are specifically looking for you? Good for you! Way to build a solid brand!
If you want to expand your reach, as you rightfully should, then we suggest breaking out your branded terms into separate campaigns.
Refresher: Branded keywords are search terms that include your brand or company name. A non-branded keyword is “basketball shoes,” and a branded keyword is like “Nike basketball shoes.”
Put all branded keywords in their own campaign and set the brand as a negative keyword in other campaigns to direct traffic to the campaigns where you want the traffic to go. Set your negative ASINs in the campaign too.
Separating your branded keywords allows more control over your budget and easier reporting for true non-branded performance. A smart target ACoS for this campaign is in the range of 5-10%.
Although it might be a platform tax, it’s an affordable tax.
Within your branded campaigns, longstanding products and new products require different strategies. Be more aggressive with new product bids.
New products have different ACoS that are generally higher because new products won’t have as high a CVR, conversion rate, as long standing products. By being new, they just won’t have as many reviews.
Increase top of search bid for this sort of branded product launch campaign to jump-start it.
Which KPIs to Track
We’ll go out on a limb and bet that everyone here already tracks their ACoS, a very important KPI, no doubt. We’ll also bet you track your CVR, possibly the most important metric to track because it details which search terms convert to sales.
We’ll also wager that you aren’t tracking your ACOTS.
ACOTS? What’s that?
You’ve never heard of ACOTS? Cool, because we made it up.
ACOTS is your ad costs of total sales. It’s a more global level measure of tracking. This is your total store revenue.
If you knew you didn’t want to spend, for example, more than 10% of your total revenue on ad spend, then you could easily reflect on progress of this goal by tracking monthly ACOTS.
Tracking this is also how you address the problem of traffic no longer stealing sales from organic sales.
As Tony Robbins, life guru to many, says, “Where focus goes, energy flows.”
This is also true for which KPI metrics you track. If you want to optimize your ad costs for total sales and not just your general advertising cost of sales, then focus on those numbers accordingly.
What To Do If Non-Branded Search ACoS is Weak
If you’re struggling with profitability and ACoS on non-branded searches, let’s consider ACoS targets for each type of keyword, depending on where they fall in the funnel.
Your target ACOS will be different for each level of the funnel because customer retention is different for each.
Each level represents a different amount of “hookedness” per customer.
Top of funnel, TOFU, has the worst converting terms. Middle of funnel, MOFU, is better because the search terms have more specificity. BOFU, bottom of funnel, has the most specificity regarding search terms.
Branded searches would be below BOFU because it’s almost like customer retention.
A TOFU shopper might search for something super general and vague, like “auto parts.” A hundred different kinds of auto parts might populate the page. Tires, deodorized car vent clips, diagnostic emissions scan tools, garage door openers, and a billions of other things might fight for the TOFU shopper’s attention.
Think of TOFU spend as an investment in your product. Maybe the right consumer will see it, and maybe they won’t. Just don’t risk losing visibility here.
A MOFU shopper has a more clear idea of what they seek. They might search for “tires for a sedan.” If you sell tires for a sedan, then you’d want to be on this page and your bids should reflect that.
A BOFU shopper knows exactly what they seek and their search terms reflect it. Keeping with the auto part example train, a BOFU shopper may search for “Tire 4-pack 195/65R15.” If that were your product, we’d advise you bid aggressively on this term.
A BOFU shopper is ready to buy and the BOFU terms have higher CVR. If you want those sales, which you do, then let your bids reflect it. Ditto for the shoppers who are searching for your brand already.
ACoS looks like a vanity metric when all this is mingled together. Separate the funnels to see everything working.
Segmentation is key!
Work Up the Triangle
If you’re just starting out or if you have a small budget, work up the inverted triangle of ad spend and keyword types.
Place the bulk of your budget in BOFU. You don’t need to evenly subdivide your entire ad spend. Invest where your CVR will be good.
To play with maximizing TOFU on a capped budget, we advise lowering your bids. You could get more clicks for the same budget. For example, an extreme example, lowering a bid from $1 to 50 cents could get you 200 clicks for the price of $100.
We also suggest setting budgets at the campaign level. You could set budgets at the ad group level, but campaign level is easier to see because it offers the highest vantage point.
The downside to this strategy is that it requires a lot of manual work, human intuition, and subjectivity.
This strategy wouldn’t make sense for a very large account with hundreds and thousands of campaigns. Even with a high powered computer and with the assistance of bulk files, this would be too much work.
The ROI, return of investment, wouldn’t be worth it for how much effort would be involved to effectively implement this strategy, and you’d tamper with the law of diminishing marginal returns.
Conversely, this strategy wouldn’t be worth it for extra-small accounts either. Potential hours of manual work might translate to a few meager clicks or impressions.
We think the sweet spot for who this strategy would be advisable is a seller that offers approximately 25 products and spends approximately $7k each month. If this is you, implement away!
ACoS: Vanity Metric No Longer!
Keyword segmentation and optimizing bids specific to each level of keyword is how to convert ACoS from a vanity metric into a signal of a vitality.
What do you think? Do you agree or disagree with our strategy? We’d love to know!
We’d love to hear from PPC managers who try these tips for themselves. Let us know of your success with these tips so we can virtually high-five you!
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!
- 00:00 Intro & Topic Overview
- 11:17 What to do if all your profitable keywords are branded
- 20:27 What to do if struggling with ACoS unbranded searches
- 27:55 How to Segment TOFU- BOFU- MOFU
- 33:44 What to do if you have limited ad spend budget
- 39:05 See you in the badger den!
- ACoS: Amazon Platform Tax?
- 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.