[PPC Den Podcast Ep. 20] Amazon Advertising Launch Strategy for New Products


3... 2... 1... Launch!

Hey everyone! Our topic this week is a really important one that a lot of Amazon marketers get confused about – LAUNCH STRATEGY. In this solo episode, Brett discusses his favorite Amazon PPC launch strategy for new products. We’ll talk about how to structure and setup your campaigns for launch, the pros & cons of this launch strategy, some things to look out for, and we’ll even try to establish some guidelines so you’re not feeling lost next time you’re ready to introduce a new product. Don’t miss this one! I’ll see you in the Badger Den.

Episode Highlights

  • 2:40 For discussion purposes, Brett assumes a new business has no giveaways, promotions, groups, external ads, etc.
  • 4:17 Brett introduces indexing and what exactly gets indexed
  • 6:01 Brett recommends to start at the top of the suggested bid range to counterbalance ad quality scores
  • 9:35 How to launch an automatic and manual campaign for a new product
  • 12:30 Set yourself apart from other listings in your category
  • 15:02 Brett talks about what to expect from the first few weeks of launching

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If you missed them, you should check out our previous episodes of The PPC Den Podcast:

  1. Why We’re Living In The Golden Age of Amazon PPC
  2. The Bid+ Conundrum
  3. Amazon’s New Product Targeting Features
  4. The Advanced Basics of Amazon PPC
  5. Amazon PPC Advertising Stats
  6. Hitchhiker’s Guide to Sponsored Products (Part 1)
  7. Hitchhiker’s Guide to Sponsored Products (Part 2)
  8. Campaign Naming Systems
  9. Product Targeting – Into the Great Unknown
  10. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  11. Dissenting Thoughts on PPC Budgets
  12. First Look on New Bid Options in Amazon
  13. What We Love About Amazon PPC
  14. The Dreaded Amazon Data Reporting Delay
  15. All Things Negative Keywords
  16. Cranking Up Conversion Rates
  17. The Star-Crossed Lovers (Organic & Paid Traffic)
  18. How to Scale Using PPC – A Case Study
  19. The Ultimate Amazon PPC Roadmap
  20. Amazon Advertising Launch Strategy for New Products
  21. Our Gripes About Amazon Sponsored Brand Ads
  22. Should You Bid on Competitors’ Branded Keywords
  23. Making Sense of New to Brand Metrics
  24. Defining Your PPC Goals & Setting ACOS Targets
  25. The Latest Sponsored Brand Ad Updates
  26. An Introduction To Bulk File Operations
  27. Click Through Rate (CTR) Rundown
  28. The Importance of Indexation for Amazon PPC
  29. My 5 Predictions for the Future of Amazon PPC
  30. A Round-Table Discussion About Placement Settings
  31. The Complete Guide to Self-Auditing Your Campaigns
  32. Improving Your Account With Amazon Reports
  33. A Data-Driven Approach to Prime Day PPC 
  34. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  35. Increase Conversion Rates for Sponsored Brand Ads
  36. Amazon DSP with Kiri Masters
  37. 4 Things Amazon Does Better than Google and Facebook
  38. Three Effective Ways to Optimize Amazon PPC Bids
  39. Promoting Your Products with Amazon Coupons
  40. Should You Segment Your Branded Keywords in Amazon Ads?
  41. What to Expect From 30 Days of Running Amazon Ads