One of our core beliefs here at Ad Badger is that knowledge is power when it comes to Amazon PPC. You always want to know what’s going on with your ASINs and find potential opportunities to make your Amazon PPC campaigns run even better.
This strategy comes to us straight from veteran PPC Den listener Ryan Hofacre, who shared it on our member’s group. It was so powerful and working so well, we knew we had to have him on the show. We are thrilled to know that members of Badger Nation are out there creating and innovating new tactics and ways to get the most out of their campaigns.
While growth can certainly come from competition against others, another strong source for growth and improvement is competing against yourself. If you can stay in the zone and focus in one particular direction, you can beat yourself at your own game and find keywords that you can be certain will deliver while doing it.
Use Your Amazon Campaign Inertia
A major driving force behind success in Amazon campaigns is inertia. The more sales you’ve gotten in the past, the more you’ll get in the future. This strategy takes advantage of that inertia by letting you know exactly where you’re reaping its benefits organically and how to further capitalize on that inertia in your PPC campaigns.
In order to be successful on Amazon, you must optimize your listings on a regular basis. The more you optimize your listings, the more your conversion rates will increase. The higher your conversion rates, the more money Amazon will make off your product, so it makes sense for Amazon to throw a few bones your way, even if you don’t notice them.
You should know when and where Amazon is favoring your ASINs. You want to find where Amazon is giving you love and capitalize on it. By competing against your own ASINs, you gain new and valuable insight into how those ASINs are being treated.
When sellers are stuck with a high ACOS, the culprit is often the strategy of bidding on a ton of keywords that they have never converted for. If you try to force keywords to convert, either organically or via PPC, you could slow or even reverse your inertia, causing your conversion rates to go down over time.
Reverse ASIN Your Own Products
The key to learning about your own particular ASIN is using a reverse ASIN lookup. A lot of people use reverse ASIN lookup tools to gain vital information about their competitors’ products, such as organic ranking, advertising ranking, and different search volumes of the keywords they’re using.
While the importance of competitive analysis can’t be overstated, you don’t want to fall into the trap of structuring your entire strategy around this data. It’s a lot harder to go up against your competitors if you’re always two steps behind them.
What happens when you use your reverse ASIN lookup tool of choice to find that data on your own products? After all, your competitors most likely are already running reverse ASIN lookups on your ASINs, why not level the playing field by getting your hands on that same information? What happens is that you find high-potential keywords that maximize your Amazon PPC power.
The first step to this strategy is, of course, getting a reverse ASIN lookup tool. You can typically find several free options, such as Viral Launch or AMZScout. From there, just start putting your own ASINs into the reverse ASIN lookup and take a look at what keywords you get in the results.
Depending on which tool you use, the results should look something like this.
Right off the bat, you’re likely to get a ton of results, and not all of them will be useful to you. To narrow them down to just what’s useful to you, use two separate filters.
The first filter is organic rank 1-20 (or 1-25, depending on your industry). This narrows your results to keywords and keyphrases for which Amazon already considers your ASIN relevant.
The second filter we recommend is “match types.” Specifically, look for keywords where you ARE placing organically, but where you AREN’T bidding. You’ll then want to start bidding on those keywords for that ASIN.
The key principle at play here is finding converting keywords and doubling down on them– like with RPSB! When choosing which keywords will get your bids, give yourself the best odds that you’ll get a return on those bids.
Pictured: You, after finding already-converting keywords to add to your PPC campaigns.
Bid on Keywords you Rank for Organically on Amazon? Yes!
“But Badger,” you may be asking, “why would I go to the trouble of bidding on a keyword when I’m already ranking for it organically?”
Firstly, Amazon PPC real estate is a zero-sum game. If you don’t bid on a keyword, one of your competitors will, and they’ll take advantage of the paid traffic coming in from that real estate. By not taking advantage of a keyword where you already place organically, you’re handing your competitors an opportunity to get ahead.
Secondly, when you do take advantage of that real estate, it establishes you as an authority in your industry. Even when you bid on a keyword for a certain ASIN, that ASIN will still show up in the organic results.
When a customer searches a certain keyword on Amazon and sees your product both in the first row due to PPC and a few spots down where it ranks organically, something interesting happens. That double placement subtly tells the buyer, “Hey, this product is the big kahuna around here. You can trust this product and the brand behind it.”
These two effects keep the positive feedback loop going and your inertia growing. They help boost your conversion rate, leading Amazon to favor your ASINs more, and so on and so forth.
Another huge benefit of this strategy is it keeps you in the know of new keywords that people use to find your product. Every single month, Amazon sees a certain percentage of search terms that were never used before. If you regularly run a reverse ASIN lookup on your own ASINs and find that you place for one of these keywords, you can get a head start over your competitors by bidding on it.
If you have a high ACOS and are struggling to find keywords that convert, using reverse ASIN lookup on your own ASINs is an excellent strategy. It’s a surefire way to find keywords that will deliver because you already rank for them.
Bidding on keywords where you already rank organically may at first glance seem like a waste of ad spend, but it gives you the benefit of claiming that paid real estate and positions you as an authority figure in your industry.
Adding PPC advertising to the mix doesn’t negate the benefits you gain from placing organically; rather, it compounds on them. When you combine paid and organic strategy for keywords, the whole is greater than the sum of its parts.
Just find a reverse ASIN lookup tool, search for your own ASINs, find keywords where you place but aren’t bidding, and you’re off to the races!
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!
- 0:10 Intro
- 8:50 How this strategy can help you
- 17:25 The five steps of the reverse ASIN lookup strategy
- 25:53 Why bid on keywords where you’re already ranking?
- 32:18 Keeping up with new keywords with reverse ASIN lookup
- 35:08 The importance of reading your search term reports
- 37:56 Closing thoughts
- Getting High-Quality Product Reviews on Amazon with Andy Lam
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- 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 The PPC Den 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!