The Advanced Basics of Amazon PPC
In this episode, Mike and Brett jump into the new product targeting features that were released last week by Amazon. Join us as we discuss theory and strategies that you can implement when you create your very first product targeting and category targeting campaigns.
However, negative keywords can be really dangerous if you’re not fully aware of what they do, which types you should be adding, and when you should be adding them. These are essential details which can make or break a campaign’s performance.
If the concept of negative keywords is new to you, or if you haven’t implemented them in your account just yet, this episode is for YOU.
- 0:08 Introduction with Mike
- 0:31 Advanced basics
- 0:48 Introduction with Brett
- 0:53 Update on Ad Badger and Mike
- 2:52 Amazon advertising news
- 3:30 Year over year sales growth for Black Friday on Amazon
- 6:07 Listen to Episode 3 for information on new product targeting features
- 8:00 Getting started with the advanced basics of Amazon PPC
- 9:27 Campaign structure for sponsored products
- 11:40 Brett and Mike talk auto-campaigns for sponsored products
- 14:17 Mike’s thesis on Amazon advertising
- 15:24 Guidelines for setting a started bid
- 17:55 RPSB method
- 20:17 Common mistakes with manual campaigns
- 21:06 Transition from auto-campaigns to manual campaigns
- 22:56 Brett makes campaigns SUPER simple
- 25:51 Naming systems – labeling campaigns
- 27:00 Phrase and broad
- 28:00 Mike talks about when to use phrase and broad
- 27:58 Using the new product targeting feature with RPSB
- 31:43 Info about the Ad Badger update
- 32:55 What’s coming from Ad Badger in 2019
- 34:00 Closing
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If you missed them, you should check out our previous episodes of The PPC Den Podcast:
- 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
Amazon’s New Targeting Features
Amazon recently released its new Beta targeting features for Amazon marketers to explore. These new targeting features allow you to hone in on your customers by choosing specific products, brands, categories, or other product features to target your ads.
If you’re anything like us here at Ad Badger, you just can’t wait to launch one of these new ads. If that’s you… you’re in luck! Follow along below and you’ll have your first product targeting ad up and running in no time!
Step 1: Begin by logging into Seller Central, click “Advertising”, and then you’ll be taken to the Campaign Manager and see “All Campaigns”. From there, click on “create campaign”. You’ll be shown these options below:
Step 2: Go ahead and click “Continue” under the “Sponsored Products” option.
Step 3: At this point, you’ll see all of the usual options and settings you normally see when creating a new campaign. Fill in your Campaign Name, start date, end date, daily budget, and choose your targeting. Since we’re making a new product targeting campaign, select “Manual targeting” here.
Step 4: Fill in your ad group name and select the product(s) you want to include in this new campaign.
Step 5: Now that you’ve selected manual targeting, filled out your campaign info, and selected your product(s), you’ll see this (above) box that lets you select your intended targeting. Select “Product targeting” here.
Step 6: You’ll now have a few options to customize your campaign. You can select from a list of relevant categories (above) and even refine those categories to be more specific if you’d like. If you’re happy with the category as is, just click “target”. If you’d like to refine the category further, click “refine”.
Step 7: If you click “refine”, you’ll be presented with these (above) options. You can select specific brands, set a certain price range, and even refine your selection by review star ratings.
Step 8: If you’d like to target individual products instead of targeting by category (or refined category), you can select those individual products from the “Suggested” tab above. This will give you a long list of products suggested by Amazon to be relevant to your product. Alternatively, you can search for a specific product by typing its name, ASIN, or SKU. You can also enter a whole list of products by name, ASIN, or SKU.
Step 9: Amazon also released “negative product targeting” with this update. This allows you to exclude certain brands or products from your targeting. This will prevent your ads from being shown on listings of certain brands or products.
Step 10: You’re good to go! Just press “Launch Campaign” at the bottom and you’ve successfully launched your very first product targeting ad!