How to Use Viral Launch’s Kinetic Tool to Do Amazon PPC

Amazon’s PPC process can seem mysterious at first. The process can be time-consuming and complicated, so many sellers — both old and new — look to outsource their PPC management to marketing agencies rather than handling it themselves. But the right Amazon PPC automation tool can make PPC easy, allowing sellers of any level to grow their brand and improve sales.

At Viral Launch, we’ve received plenty of demand for how to do Amazon PPC with a simple and effective management tool. We took that feedback from sellers and scouted the marketplace to see what other tools were lacking. We created our Amazon PPC automation tool, Kinetic, to provide better education and convenience to simplify the complicated aspects of Amazon PPC.

With our tool, sellers can stop outsourcing their Amazon PPC automation efforts and demystify the platform to gain a better understanding of how to effectively capitalize on the massive opportunity that is paid search.

Easy Integration With Viral Launch’s Suite of Software

One of the most compelling aspects of Kinetic is its ability to seamlessly integrate with our other Amazon optimization tools, including Keyword ResearchListing Analyzer, and Keyword Manager. By providing this level of sophistication and cross-platform support, Kinetic allows sellers to pull valuable insights and data from multiple sources to increase the effectiveness of their PPC strategy.

Viral Launch Kinetic Best Practices for Amazon PPC Success

After you’ve gone through the process of linking your Kinetic account to your Amazon Seller Central page and have familiarized yourself with Kinetic’s dashboard, layout, and features, you’re ready to begin creating and executing your PPC campaigns.

Here are some best practices to keep in mind when setting up your first few PPC campaigns:

1. Figure out a plan that works best for you.

Unfortunately, there isn’t a one-size-fits-all guide to PPC strategy. While this may seem like a negative, we like to look at it as an opportunity. Finding the strategy that makes the most sense for your resources and goals is crucial to your PPC success. 

While there aren’t many hard-and-fast rules when it comes to how to do PPC on Amazon, we’d like to take this opportunity to highlight what not to do in any campaign: We recommend not putting all keywords into one campaign. This is because it’s simply not scalable to allocate all of your advertising funds to any one particular campaign. 

By strategically separating your keywords across different campaigns, you’ll be able to shift your budget from low- to high-performing campaigns and scale your results much easier than if they’re all lumped together.

2. Check out your existing campaigns.

If you already have a few PPC campaigns running, we recommend going over these existing campaigns to check their status and see how they’re performing using Kinetic. This can be a great way to get a firm grasp on how Kinetic works because you’ll be able to experiment with campaigns you’ve already set up. Kinetic allows for a deeper understanding of campaign performance, so there’s likely information to be gleaned from your existing campaigns.

3. Set up some of our recommended campaign types.

If you’re having difficulty determining how to start setting up Amazon PPC campaigns, we’ve got you covered with several predetermined models. In this video, we walk you through six helpful campaigns for beginners. Each campaign covered has a specific intention and goal in mind that can help you quickly get up to speed on how to utilize the platform. From there, you can either implement our recommended campaign types or adapt them to best suit your own particular needs.

Using these strategies within Kinetic, sellers can gain a better understanding of how to do Amazon PPC with the ultimate goal of improving visibility on their products and driving more sales.

What Is Amazon PPC, and How Can You Make the Most of It?

If you want to be a successful Amazon seller, you have to get your products in front of the right buyers. That’s a fundamental truth. But when you consider that more and more product views are coming from sponsored listings, it makes that goal a little more complicated. 

 

Not to worry. Consider this your go-to guide for Amazon PPC — one of the most effective ways to get potential customers to view your listings.

 

For starters, what is Amazon PPC? Let’s cover the Amazon PPC basics. It is a pay-per-click advertising platform that helps sellers make it easier to get eyes on their products. The seller pays a fee each time a customer clicks the ad and views the seller’s product page.

Types of Ads on Amazon

 

 

There are three different types of Amazon PPC ads that sellers can use. In order to have the most effective Amazon PPC strategy, you need to choose the one that’s right for your products. Here are the different PPC campaigns and when you should use them:

 

  • Sponsored product ads promote a specific product to shoppers who search using specific keywords or view similar products. These are best for targeting a single item within your catalog.
  • Sponsored brand ads promote a collection of products to customers using keywords. These are best when you want to promote a group of products that fall under the same brand.
  • Sponsored display ads promote a product on sites other than Amazon. These are best for targeting customers who have shopped for similar items.

 

How to Do Amazon PPC

 

 

When you’re setting up your PPC ad campaign, Amazon will walk you through the process step by step. First, you’ll have to choose from the list above to sponsor a product, a brand, or a display. Then, you can choose which product or products you want to promote and set the budget and time limit for your ad campaign.

 

 

These choices seem simple, but choosing wisely will help you optimize your Amazon PPC strategy for the greatest return on your investment. When launching a product, it’s unlikely that your PPC will be profitable at first, so you should view it as an investment in future growth. Balance the budget according to a reasonable advertising cost that you’re financially comfortable with.

 

How Much Does Amazon PPC Cost?

 

Amazon recommends a daily budget of $10 for PPC ads. It’s also a good idea to leave your end date open. Combined with automatic keyword targeting, this will give your product the greatest chance of being seen by potential customers whenever they shop. If you’re sponsoring a brand, you can also add a logo and a custom headline.

 

For larger PPC campaigns, you can choose to build an Amazon store. A wide range of prebuilt templates, tiles, and widgets make customizing your store easy, even if you don’t have any previous experience building websites. Once you’ve created your campaign, shoppers will start seeing and clicking on your ads.

 

Amazon PPC Tips and Tricks

 

If you’re sponsoring a single product, your ads will launch as soon as you finalize the campaign’s setup. Sponsored brands and stores will launch after a short moderation review period. In any case, there are several factors that impact how soon you’ll begin seeing a return on investment from the campaign.

 

The ultimate goal is to be as price and review competitive as the page-one performers. The more data you collect through your PPC campaign, the more precisely you can tailor future efforts to build more profitable campaigns. For each one, remember to follow these tips to ensure you’re getting the most out of your efforts:

1. Focus your keyword strategy. Data from your PPC ads will show you which keywords are bringing in the most conversions. But keyword performance can be erratic sometimes, so make sure you’re tracking that data regularly. Shift your focus if a keyword becomes less profitable, and focus on targeting the ones with high conversion rates more aggressively.

 

2. Position your ads strategically. The data your campaign generates can also show you where your ads consistently deliver the best conversion rates. With this information, you can position your ads for the most strategic value.

 

3. Budget for enough time. Amazon PPC campaigns are not meant to be overnight successes, which is why you should never set an end date during the setup. It takes time for Amazon to figure out the best way to deliver your campaign. Be patient, and as the campaign’s performance improves, so will the data you collect.

 

4. Measure more than one metric. PPC involves many different metrics, so you shouldn’t judge performance on a single one. One bad metric doesn’t mean the entire campaign is ineffective. Instead, make decisions based on the overall performance of the campaign.


What makes any ad campaign work is understanding how to reach potential customers most efficiently, which means understanding how they shop on Amazon. Amazon PPC ads give you access to the infrastructure and data you’ll need to gain that understanding faster. Now that we’ve covered the Amazon PPC basics, it’s time to learn more. Enroll in the FREE Amazon PPC course today.

Improve Your Amazon PPC Bidding Strategy and Energize Your Campaign

Landing an Amazon PPC ad at the top of page one of organic search results is no small accomplishment, and it’s the result of a series of smaller accomplishments. Targeting the right keyword, knowing the best placement, having a strong sales history, and making a winning bid are all essential to creating a successful campaign. 

 

And even after making those accomplishments, your work isn’t over. When it comes to bidding for Sponsored Products ads, you have to continually monitor your bids to ensure you’re not missing good opportunities or overspending for the conversions you’re getting. 

 

Avoiding the PPC pitfalls that will drain your budget and lead to a weak performance depends on following the right bidding strategy. Navigating Amazon’s PPC ecosystem is both complicated and expensive, so It’s important to have a complete understanding of the bidding capabilities Amazon provides and how you can take advantage of them. 

Amazon’s Dynamic Bidding Strategies 

Earlier this year, Amazon made news when it released three new ad bidding features that enable Amazon sellers to place bids on their Sponsored Products ad placements. These “dynamic” bidding capabilities take place in real time and will raise or lower your bids for you, based on a variety of factors, including your sales history and review count. These features help sellers compete in auctions where they’re likely to win or avoid spending budget where they’re not competitive. 

 

The three options are as follows:

 

  • Dynamic bids – down only: Your bids will be decreased when Amazon determines your bid won’t likely win the auction. This is based on historical campaign data.
  • Dynamic bids – up and down: Amazon will raise or lower your bid, depending on the competitors’ bids and whether you have the likelihood of winning.
  • Fixed bids: Here your bid remains static without changing. 

 

Making the best choice depends on your PPC goals. What you plan to achieve will guide your choice, such as if you’re looking to boost your sales or to run a profitable campaign.

 

Amazon also provides the Adjust Bids by Placement settings, which allow you to increase your bids even further depending on the placement. Top of search on page one and Product pages are the two offered settings, so you can enter a percentage, depending on how much you want to spend. When aiming for these specific placements, these adjustments can make your bids more competitive. 

 

Once you’ve got a strategy in place, Viral Launch’s new PPC management tool Kinetic can help you gather more data than any other software can provide and strengthen your campaigns. Being successful on Amazon requires more than just offering a great product at a competitive price. PPC ads are essential to having a profitable business in the Amazon marketplace, and Kinetic will help simplify the complexities of this challenging but vital task.

How Kinetic Can Help Your PPC Bidding Challenges

Monitoring and adjusting your PPC bids can be the most time-consuming part of your entire campaign. As an in-depth PPC management solution, Kinetic can simplify your monitoring activities, locate weaknesses, and help you make improvements. The tool provides an overview of how all your campaigns are performing and gives you an efficient means of controlling your PPC spending through its customized automation, saving you both time and budget.

Working with Amazon’s Bidding Strategies

Choosing the best strategy depends on your PPC goals and which stage your campaign is in. You also need to anticipate how competitive you’ll be in the auctions you’re bidding in. Doing some research will be a necessary step, and Kinetic will provide accurate, helpful data for structuring your ads. As your campaign grows and build some history, you’ll likely move from one Amazon bidding strategy to another.

Fixed 

We recommend starting a new campaign with Fixed since you don’t have any ad history built yet. Fixed bids are a good way to prevent spending money in auctions that you won’t likely win. This strategy will keep all your bids at the same amount. 

 

Amazon recommends using this strategy as a way of increasing product awareness, rather than conversions. The goal here would be getting your brand and products in front of as many consumers as possible in order to start earning sales later on. 

Down Only

Once you’ve begun developing some ad history, the Down Only option will help you start becoming more competitive. As the name implies, Amazon will only lower your bids in auctions where you aren’t likely to win. This is a good way to prevent spending money in auctions where you’re not competitive. 

 

As your ads begin generating some performance data, Kinetic can tell you which keywords are delivering the best performance so you can start devoting more of your budget to them in order to build on those gains. 

Up and Down

Once you’ve got some keywords driving a lot of conversions, this two-dimensional strategy is the best option. An Up and Down strategy should only be used if you’ve been in the market for at least a week and have built some ad history. If you use this for a new campaign, Amazon won’t have any basis for knowing if you’re able to convert for a particular keyword.

 

By letting Amazon increase or decrease your bids depending on the auction, you’ll be giving the keywords a greater chance to deliver. With this kind of strategy, you’ll need to plan to increase your spending, so you’ll come closer to, or actually reach, your spending threshold. 

 

If Up and Down is working well, you can create an automated rule in Kinetic to increase your budget to maintain the success. You may find that your cost per click (CPC) will vary, with some clicks being more expensive than others. You’ll be getting slightly fewer clicks, but for high-converting keywords, and spending more than you were at earlier stages of your campaign, but gaining more sales. 

Turning Non-delivering Keywords into Delivering Ones 

Running an efficient campaign requires adding any non-delivering keywords as negatives. You don’t want to devote any time or budget to anything that isn’t working. Although adding under-performing keywords as negatives is a necessary task, Kinetic can help with determining what isn’t working and if the fault is in your spending, not the keyword itself.

 

If you verify that you’re targeting a keyword that’s relevant to your product, any problems are likely due to your bid or budget being too low. As an example, if you have a 50-keyword set with a $20 per day budget, that means you’re spending less than a dollar for each of those keywords. By increasing your budget, you can start seeing some delivery on those keywords and use your budget more efficiently.

 

Also keep in mind that how much you bid determines which auction Amazon will put you in. 

Using Kinetic’s automation, if the impressions or clicks your ad is getting are less than a certain amount, you can increase your bids and participate in a more valuable auction. When that occurs, you’ll likely see some improved performance. Sometimes just increasing your bid, while staying within a certain range, can help an ad’s performance for a keyword or when trying to attain a certain placement.

Eliminating Overspending and Lowering Your ACoS

Increasing your spending isn’t always the right solution, and you might discover that you’re spending way too much for the impressions or views that your ad is getting.

 

Kinetic’s automated functions can help you control and improve any inefficient spending, such as any keyword that’s spending but not converting. If you’re working with a 50-keyword set, you may find that only 12 are converting. Based on Kinetic’s data, you can automate Kinetic to pause the other 38 keywords that aren’t converting and then determine whether they’re relevant to your product or if you need to adjust your price.

 

Controlling your ACoS is a typical challenge and if it’s too high, you’re paying too much per click or your conversion rate is too low. Let’s say you were targeting the first Sponsored Products ad position and seeing a low conversion rate there. The best solution would be to lower your bid to attain a lower ad position where you can pay less per click. Once you can achieve a relatively constant conversion rate, your ACoS will decrease, but the trade-off is that you’ll get less traffic at that position. This same kind of strategy can help when trying to create a profitable PPC campaign. The result will be a lower ad position, but one at a more profitable level that still drives enough traffic to earn a strong amount of conversions.

 

As another example, if bidding on a keyword is getting you to the first row of ads but with a high ACoS, you can set a rule to improve your spending. In Kinetic, you would create a rule that would decrease your keyword bid by 30 or 40% whenever your ACoS is greater than your breakeven ACoS and your click rate is greater than 20. Once this rule is in place, you can begin gathering data on its performance to see how well it’s working. When your ACoS drops, you can create a rule for maintaining that level of spend. 

Reducing Your Monitoring Frequency

Although Kinetic isn’t a “set it and forget it” kind of tool, it can free you up from checking your campaign’s spending, keyword performance, and placement throughout the day. Its automated rules can adjust or pause your spending based on the conditions you create, so you won’t be making manual adjustments in Seller Central. 

 

If you usually monitor your campaigns on a weekly basis to see how certain adjustments have performed, Kinetic can provide all the data you need and enable you to download search term reports, rather than using Seller Central. However frequently you choose to monitor your campaign, Kinetic will help you optimize it with adjustments that will improve your visibility and conversion rates. 

Learning Where You Can Best Compete

The keywords you target play a huge role in how successful your PPC ads are. Keeping a constant eye on the keywords your ads are targeting is one of the crucial tasks of monitoring your campaigns. 

 

In the past, the usual strategy was to bid for the top keywords in a product category. Since those were the main keywords, that was the most logical thing to do, but the outcome would be a low click-through rate and an even lower conversion rate. To add insult to injury, your organic ranking for that keyword would drop. 

 

A smarter strategy is to discover which keywords you can best compete for, and Kinetic can help you verify your targets or find missing opportunities. By targeting the right keywords, you’ll be giving yourself the best chance at conversions and avoiding wasted spend on the wrong choices. You’ll then be able to achieve some visibility and sales for your products, and in turn help boost your organic rank. 

 

Amazon’s algorithms are paying attention to every aspect of your PPC performance, so if you target keywords you can’t compete for, it will actually have a negative effect on your campaign. Instead, examine your data, find your best targets, and adjust your spending. 

Streamline Your Bid Strategies, Strengthen Your PPC Campaigns

Having a huge budget at your disposal, as great as that might be, doesn’t automatically mean your PPC ads will be successful. It’s your overall PPC strategy, including your bidding decisions, keywords and placement targets, that will determine the success of your PPC campaign. 

 

Whether you’re aiming to increase sales, boost brand awareness, or run a profitable campaign, Viral Launch’s Kinetic will help you achieve your PPC goals. Its automated features will give you greater control over your bidding tasks and help you use your budget more efficiently. You’ll also be able to quickly pinpoint weaknesses in your campaigns, make improvements, and increase your ads’ impressions, clicks, and conversions.

 

Amazon’s PPC advertising ecosystem is complicated, and PPC is a major challenge for any Amazon sellers, no matter the size of the business. Each of Viral Launch’s software tools can help your Amazon selling efforts, and as PPC becomes more important for business growth, Kinetic will be an indispensable asset in simplifying your advertising challenges. With this customizable tool, you can ensure your PPC campaigns are built on accurate data, an optimized structure, and competitive bidding strategies.

Click here learn more about how Kinetic can energize your PPC campaigns and connect with your ideal consumers. Not interested in managing things yourself, let us do it for you with Kinetic Assist.

The Viral Launch Software Suite Just Got Sweeter: Here’s What’s New

As the Viral Launch community grows in size and strength, our team is more and more dedicated to equipping you with the tools, guidance, motivation, and support you need to build the life you dream of. After being in the Amazon community for over four years and helping drive over $10 Billion on Amazon, we’ve developed the most comprehensive suite of Amazon seller tools with one goal in mind: your results. We are excited to announce a few improvements we’ve added recently – all of which come free of charge for Viral Launch users.

PPC Rule Flexibility

For those who want to run smooth Amazon PPC automations without overspending, we’ve added Risk Multipliers. Whatever you’re aiming for – whether it’s profitable campaigns or increased organic sales – you can increase the accepted spend in a controlled manner, allowing you to hit your goals more frequently. Spend less of your day worrying about Amazon ads, and let Kinetic’s flexible automations do the tedious work for you.

Example: If your goal is 30% ACOS, but you’re willing to go to 45% ACOS to try and find useful keywords by casting a wider net, you would set your Risk Multiplier to 1.5x.

Kinetic

Keyword Rank Comparison

Have you ever wondered how one keyword’s rank changes affect another? To help Viral Launch users see their keyword performance on a macro-level, we’ve introduced Bulk Compare. This new feature makes it really easy to understand which keywords rank better than others over time. Plus, you can see how one keyword’s success is correlated to another’s. Choose 10 keywords in Keyword Manager or Competitor Intelligence, and run a bulk action to compare.

Keyword Manager and Competitor Intelligence

Top Seller Sales Breakdown

Do you ever wonder how a top seller is driving so many sales? With our new “Track” button, you can see exactly where a product is ranking for every relevant keyword. Now, you can understand where all those sales are coming from. And with this knowledge, you can implement the same strategy for your business… prioritizing their winning keywords and taking advantage of the ones they’re missing. 

Market Intelligence and Competitor Intelligence

Market Averages at a Glance

For Viral Launch users who want to make efficient, smart decisions during their product research, we’re happy to announce it is now easy to view market averages without any extra clicks. With this addition, you can quickly understand how the products on page one are performing. Now, you can determine your potential for success and make informed sourcing decisions at the click of a button.

Market Intelligence

New Sections in Search Results

If you have noticed more and more sections popping up in Amazon’s search results, you may find our new highlights quite useful. In your product research, it’s important that you’re aware of sections such as “Top Rated from our Brands,” “Editorial Recommendations,” and of course “Sponsored Brands.” Our highlights ensure you’re aware of the section’s presence, and they give you information about that product’s performance. This means you can avoid markets where Amazon’s presence is strong, and you can understand how these positions are affecting sales for the selected products. 

Market Intelligence

Streamlined Keyword Research

Sometimes basic metrics don’t quite cut it when choosing which keywords to prioritize in your PPC and organic rankings. You can now evaluate a keyword’s potential directly in Keyword Research. Quickly find markets growing in opportunity or declining in demand with keyword trend data. And see how competitive each keyword is with information on page one products. It’s never been easier to understand which keywords to prioritize for your products.

Keyword Research

There’s More Where That Came From

Selling on Amazon gets more complex with every week that passes. As more brands recognize the enormous opportunity, you must be more strategic with management and growth. It can be tough, we know. But our team of 80+ is obsessed with researching, analyzing, and building tools that support you in the process. Just like you’re committed to building your business, we’re committed to you. If you have any suggestions or questions, we’d love to hear your feedback! After all, we couldn’t do this without you.

New to Viral Launch?  Start Your Free Trial

Already part of the crew? See the New Features in Action

Competitor Monitoring: Market Dynamics, PPC, and Pricing

Competitor Monitoring: Market Dynamics, PPC, and Pricing

Casey walks through all the reasons to monitor your competitors using our newest tool, Competitor Intelligence. Notifications allow you to gain overall knowledge about your space, take your Amazon PPC more seriously, and make informed choices about new market expansion.

Want to try out notifications for yourself? Learn more about Competitor Monitoring by watching this video: http://bit.ly/2TzLtz0

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PPC Campaign Structure: Pushing Units and Making Bank

PPC Campaign Structure: Pushing Units and Making Bank

In today’s episode, Casey Gauss and Viral Launch PPC aficionado Brock Brothers discuss how to set up and manage efficient PPC campaigns. From budget allocation to breakout campaigns, Casey and Brock share best practices for driving sales and ranking for both new and old products on Amazon.      

Have a question about how our team can manage your PPC campaigns? Email solutions@viral-launch.com with your name, phone number, and at least 1 ASIN, subject line: “FTD”.  A qualifying note – this program is meant for sellers with a portfolio of $50,000 in revenue per month across their entire product offering.   

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Getting Started with Efficient Amazon Advertising Campaigns in 2019

Setting Up Your Initial Campaigns For Success

As Amazon continues to grow their advertising platform, it can become confusing on how best to utilize each tool and campaign type. Whether you have a new listing or are trying to improve an existing one, Amazon advertising is an effective measure to bring traffic to your product to drive additional sales. After you have identified your keyword markets, optimized your listing content, and achieved retail-readiness with your product, it is time to put all of the work in the research phase of your ad campaigns to the test. A smart seller with a well thought out advertising campaign structure can start capturing sales efficiently from the get-go. Accruing a history of efficient sales early will benefit your ad delivery in the future. A campaign strategy that follows a logical, hierarchical structure is critical to deliver on your advertising goals. Follow this basic campaign structure to start building efficient sales history in your ad campaigns today.

Auto Campaign

First, Amazon and PPC experts alike recommend you set up an Automatic campaign to start getting your ads to deliver and building cheap sales. In an Auto Campaign, Amazon will “automatically” match your ad with keywords and products that are similar to your product based on shopper searches related to your product information (Title, category, etc.)

Using this campaign type will allow your ad to be shown in related search term results or on the detail pages of products. As of November 2018, the four different target types can be seen in your Auto campaign’s Ad Groups’ Targeting:

  • Close match: “show your ad to shoppers who use search terms closely related to your products.”
  • Loose match: “show your ad to shoppers who use search terms loosely related to your products.”
  • Substitutes: “show your ad to shoppers who view the detail pages of products similar to yours.”
  • Complements: “show your ad to shoppers who view the detail pages of products that complement your product.”

Amazon will start to deliver for one or two of these, but bids can be assigned to each tactic to help find out which category best meets your objectives.

Since Amazon is choosing the terms and detail pages that display your product’s ad, not only can it be used to help you build sales history cheaply and efficiently, but can also help identify search terms to expand the keyword set that you will want to target in other advertising campaigns.  Likewise, you can look at search terms that deliver and spend without driving sales. Finally, because Amazon can choose to deliver Auto campaigns in a variety of places, they can deliver a lot of impressions quickly.

By looking at the Search Term Report under the Advertising Reports tab, you can see exactly which customer search terms drove clicks for your product. Once you Identify a search term that has converted into sales at or below your profitability thresholds, you can target these converting terms in your other advertising campaigns to focus and efficiently scale your spending. Conversely, keywords that get a significant amount of traffic and don’t convert should be considered as negatives. By adding these non-converting search terms as negative keywords to your auto campaigns you can divert traffic away from inefficient keywords and funnel more of your daily budget to keywords that drive sales.

Product Targeting

Another way to start building efficient sales history early is with Product Targeting campaigns.  Product targeting places your ad on other product detail, add-to-cart, check out, order confirmation, and even search result pages.

For targeting, you can choose specific products, categories, brands, or other product features to target with your advertising. Giving you the ability to expand the amount of traffic brought through your advertising campaigns while remaining narrow in targeting.  By selecting individual ASINs as your targets, your product ad will only deliver on the detail pages of those products. While it can be time consuming, it’s worth going through potential targets and looking at the product and offering and selecting ASINs where your product is the same or better in one way or another. It is also worth considering that higher volume ASINs have the most traffic, but also have competitive bids.   

A good place to start looking for which products to target would be in one of our newest updates to Listing Analyzer. Viral Launch has released a Competing and Complementary Products report to each analysis. Using the content of your listing alongside sophisticated machine learning, our software will deliver a list of suggested products for you to capture in your Product Targeting campaigns. The competing and complementary products feature includes the ability to:

  • Discover complementary products frequently purchased together
  • Identify competitor products in your keyword markets
  • Sort and filter by products with high revenue and sales to maximize exposure

This new feature makes it quick and easy to get started with product targeting, saving you time by cutting down on manual research so you can make decisions quickly. Try Listing Analyzer for free to see for yourself.

Discovery Campaign

In another post, we talked about the importance of Keyword Research.  During this critical phase of product development, you will identify which keyword markets best fit your product.  Entering your main keyword into Keyword Research will return a list of associated search terms alongside metrics such as search volume, relevancy, etc.  Run a search in Market Intelligence or on Amazon itself and look at the product results for each search term.  How does your product match up against the competitors in each market? Be looking at metrics like price point, average review count, average review rating, sales copy, photo quality, shipping method (FBM or FBA), packaging and price by value. To understand how you should be analyzing each keyword market check out this webinar where we dive deep into the best ways to evaluate keywords. The goal is to have identified 10-15 keywords in your research that have a blend of high search volume to drive sales as well as high opportunity.

You want to focus on keyword markets that you have the best potential to convert traffic, and that have enough volume to warrant dedicated focus. Keywords with high opportunity scores typically have fewer advertisers bidding on them. This may allow you compete in cheaper keyword auctions than other higher volume keywords in the market.

Now that you have identified a narrowed keyword set to target in your advertising in the research phase, you need to put your research to the test.  These keywords will be referred to as “Discovery Keywords.” Create a new campaign and put your Discovery Keywords into individual ad groups for Phrase and Broad match types. The goal is to run traffic through your keyword set and test whether or not the traffic through these keyword markets will drive sales volume.  The structure of a Discovery campaign allows sellers to have a narrowly identified keyword set through keyword research, but have the slightly expanded audience of Broad and Phrase match types to test more search terms in delivery. Using this structure will quickly identify which keyword markets can be profitable and have the ability to increase sales volume.  If the total daily budget of your Discovery campaign is expended regularly, this campaign can easily be given more budget to continue to drive increased sales volume through spending and converting search terms. Since this campaign is utilizing both broad and phrase match types, check your Search Term Reports regularly to identify any unique customer search terms that should be broken out on their own or inefficient ones that should be added as negatives. This can greatly increase campaign efficiency

If a single keyword in the Discovery campaign drives a large percentage of sales or takes up a large percentage of daily spend, consider breaking out this keyword into its own individual campaign.  Give this new single keyword campaign its own budget and scale it separately from the Discovery campaign. Removing the keyword will let the budget be directed to the other keywords in the campaign which were previously not accruing any daily spend.

Exact Match campaigns can be a way to scale up a high performing keyword, but unless you are very certain you know what keyword will work for your product, they are not typically part of an initial campaign setup. Similarly, Sponsored Brands (Formerly known as Headline Search Ads) can be a efficient way to generate traffic to your brand by featuring multiple products, but should generally be rolled out as part of a larger strategy after you know your keyword markets well.

Next Steps/Conclusion

Amazon Advertising allows sellers to control what traffic is brought to their product listings and increase their sales. Following a well-organized campaign structure will help you identify the most valuable keywords and attach a record of efficient sales to your product. This step in the overall lifetime strategy of your product is critical before moving to the next phase of growing and scaling your business.  Start seeing the results to take your Amazon business to the next level. Try this strategy out today!

12 Common Amazon Seller Misconceptions: PPC, Passive Income, and More

12 Common Amazon Seller Misconceptions: PPC, Passive Income, and More

It’s too late to get into the Amazon ecosystem.  Or is it?

If you’re an FBA seller, you’re probably in a few Facebook groups; you know there’s a lot of conflicting advice, opinions, and tactics out there.  With our experience running over 44,000 launches and working with over 9,000 brands, we’ve gathered real data around what’s working and what’s not.  Join Casey Gauss as he debunks 12 common seller misconceptions, including keyword ranking, going out of stock, competitors, PPC automation, ACOS, giveaways, and more.  

Ideas for the podcast?  Email service@viral-launch.com.  We’d love to do episodes on things YOU’RE interested in!

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Why Ad Position Makes or Breaks Your PPC Campaign

Why Ad Position Makes or Breaks Your PPC Campaign

For veteran PPC enthusiasts, it is well known that Google and Bing offer reporting on where your ad is delivering.  On the other hand, Amazon Advertising does not give sellers insight into their sponsored ad placement.  This metric, however, is an extremely important indicator of PPC campaign success and should be more heavily emphasized in paid strategies.

This week, Casey Gauss is joined by Brock Brothers, Viral Launch R&D Specialist.  They discuss ad position in Amazon, especially as it pertains to two different PPC strategies: profit and launch.  

Check out our Sales and Rank webinar for more info: http://bit.ly/2CYBdWy 

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Amazon Product Targeting: What It Is & How to Implement an Efficient Campaign Today!

Amazon recently released new targeting options for Sponsored Product campaigns that will have a major impact in your business in 2019. The new Product Targeting Beta lets Amazon sellers choose specific products, categories, brands, or other product features to target placements for your Sponsored Ads, changing the way you manage your advertising campaigns. This long-anticipated targeting option can be implemented to help shoppers find your product when browsing detail pages and categories, or when searching products on Amazon.

When creating a manual advertising campaign, the new targeting selection can be found just below your bidding options in Seller Central. Look for it under the “Targeting” header and select the “Product targeting – BETA” bubble.

Why Should I Use Product Targeting?

Product Targeting allows a seller to target individual ASINs or Products for ad delivery instead of keywords.  Sellers can now be very specific and controlled with their ad placement by delivering only on the products they choose to target. This narrow targeting can be used to build efficient sales history early on in your advertising campaigns. When deciding how to place and deliver your ad, Amazon will look at its historical performance relative to the market. Having an early track record of efficient sales history will benefit your ad delivery, ad costs, and ad placement in the future.

Which Products Should I Target?

There are several factors to consider when determining which and how many products you should choose to target with this new feature. These critical selections are dependent on the competitive features of your product and the desired positioning and marketing strategy.

Historic High-Converting ASINs

If you have run auto campaigns in the past, download a search term report and sort through the ASINs your ads delivered for. Find any ASINs that have converted profitably in the past and analyze the listing. Determine whether you have a better offering by comparing price point, review count and rating, value offered, etc…

ASINs Where You Have a Better Offer

Another method of finding ASINs to target is by searching the main keywords for your product, analyzing the search results, and hand-picking products where you have a better offer. Look for higher priced products, listings with poor review ratings or listings with fewer reviews. Objectively, if you have a better offer, that ASIN is likely worth testing in a product targeting campaign. The goal is to target placements through which you can drive sales efficiently (both by volume and cost per conversion). Here are some criteria to consider when analyzing which ASINs to advertise on:

  • Price: Is the price of your product similar or better in comparison?
  • Review Count: How many reviews does your listing have compared to the market?
  • Value Offered: Is your offering similarly priced though offer a better value? Example: you sell a felt letter board that includes a bag to store the letters and advertise on another offering without the added value.
  • Content/Photos: Does the content in your listing and quality of your photos look more attractive than your competitor?

The objective is to find as many competing ASINs where customers are more likely to purchase your product. If you have a better price, more reviews, a better review rating or some combination of these, customers should want to buy your product over the ASINs you advertise on!

Also, consider the amount of traffic a listing is getting before adding it to an ASIN targeting campaign. You can use an Amazon product research tool to understand traffic relative to each ASIN in your campaign. Products that get more sales are almost certainly getting more sessions. If you are advertising on products that are getting more sales, your ads will likely deliver more frequently than on products that get fewer sales or are ranked lower in the organic search results.

Complementary Products: Products Frequently Bought Together or in Similar Markets

Another category of products to identify for product targeting are complementary products.  Complementary products are supplementary goods that are often bought together. These are products often shown in the frequently bought together section on product detail pages. The goal of targeting these products is to attract customers with a product they didn’t realize they needed. For example, targeting paint supplies if you sell painter’s tape, or targeting lawn care goods for your work gloves product. Hitting people already in the buying mindset with a complementary product can increase sales volume in a market your competitors aren’t prioritizing.

Example: Targeting a toothbrush with your dental floss or toothpaste product

Competitor Products

In markets where you want to conquest market share, target high-trafficked competitor products to take away sales that they would otherwise be receiving. This has a dual-benefit of driving sales volume and sales history for your product, as well as affecting your competitor’s sales numbers and efficiency. Price your product with a more competitively against a specific ASIN or high-ranking product and target their ASINs to drive sales velocity quickly.

Find Competing and Complementary Products with Listing Analyzer

Identifying which ASINs to leverage with Product Targeting can be a time-intensive manual process, but it doesn’t have to be. In one of our newest updates to Listing Analyzer, Viral Launch has released the Competing and Complementary Products Feature. Using the content of your listing and machine learning, our software will deliver a list of suggested products for you to capture in your Product Targeting campaigns. The competing and complementary products feature includes the ability to:

  • Discover complementary products frequently purchased together
  • Identify competitor products in your keyword markets
  • Sort and filter by products with high revenue and sales to maximize exposure

This new feature added to Listing Analyzer makes it quick and easy to get started with product targeting, saving you time by cutting down on manual research so you can make decisions quickly. To save even more time, utilize the filters feature to show only products higher priced than yours or ASINs with a lower star rating. This will instantly give you a list of ASINs that your product is likely to convert well for when advertising on! Try Listing Analyzer for free to see for yourself.

Defensive Placements

Along with capturing placements where you wish to increase your market share, it is equally important to defend the placements you already dominate. For sellers with multiple products and variations in their catalog, product targeting can be leveraged to target your own listings. By showing your own products on the detail pages of other products in your catalog, you can take up space on the “digital shelf” to suppress your competitors’ visibility. By defensively spending, you prevent other sellers from intruding on valuable retail space on your product listings. By targeting these placements with other SKUs in your catalog you may even be able to increase sales across those other products!

ASINS from Farming Campaigns

When starting your paid advertising campaigns, it is critical to frequently sort through search term reports, farm high performing search terms, and add them to your campaigns. When you go through these reports, you can see that your auto campaigns will oftentimes deliver for ASINs instead of search terms. An effective seller will continually target these ASINs that have converted and include them in their product targeting campaigns. These “farmed” ASINs from search term reports have the benefit of already being “proven” with a historical sales record of converting for your product. It is highly encouraged to include these ASINs in your product targeting to build sales volume with efficient placements.

It is important to also look at ASINs that have delivered for your campaigns and have not converted. Although no sales have come through these ASINs, they have received clicks.  Amazon has delivered your product for these ASINs, which means it is recorded as algorithmically relevant. Sellers should look at these ASINs and identify whether they have a better offer while also reviewing them for potential new markets for complementary products. Explore the products that show up in your search term results. Every offer you can beat is another opportunity for you to grow your market share.

Category Targeting

As well as targeting individual ASINs for your ad delivery, Amazon now allows you to target entire product categories and subcategories. These category targeting campaigns deliver for any product across the targeted category and within the customizable parameters you set.

Amazon gives you the ability to refine your category targets by specific brands, price range, and star ratings. With narrow refinements, you can reach a broader audience while staying within range of products you can compete against. The more narrow your refinements, the fewer product targets your ad will deliver.  

Category campaigns should be used in instances where you have a better offer than most of the market, or you can deliver for a wide number of products within your delivery refinements.  Category targeting is less efficient because of its broader delivery, but can be implemented to scale up your campaigns and expand delivery across more product targets easily. Again, these campaigns can be used as a method of “farming” new ASINs to target in your specific product targeting campaigns. Inversely, find ASINs that you deliver for frequently though don’t convert for. Category ads allow you to add negative ASIN targets to help mitigate inefficient ad spend.

Negative Product Targeting

Amazon also now allows you to add negative product targets in your product targeting campaigns. Select products that you don’t believe you can compete against and add them as negative targets to remove them from delivering in your ad campaigns. This will help you eliminate inefficient placements and improve ad efficiency.

Managing and Scaling Your Campaigns

As with every advertising campaign, it is important to monitor the data that comes through the listing. Eliminate products targets that spend and do not convert after spending past your profitability threshold. The goal of this strategy is to build sales quickly and efficiently. Treat ASIN targets similarly to keywords. Pause ASIN targets as they spend over your profitability threshold or those that don’t convert and allow the budget to flow through your most efficient targets.

When high-performing ASIN targets are identified, scale up your campaigns and grow your market share. Select the targets that are driving sales at a rate that spends a significant amount of your daily budget, make sure they are given the money they need to spend throughout the day. These campaigns should be profitable, so scaling the campaign should increase your daily sales volume at an efficient rate. This is where the real growth occurs. Keep increasing the budgets of your campaigns that perform the best for your business and drive the highest percentage of your sales volume. Your market share will grow and the results will speak for themselves.

Conclusion: Maximize Your Sales with Product Targeting

Product targeting provides some of the most narrow targeting options for Amazon advertisers. This new feature should be leveraged by almost every seller to build sales volume effectively and efficiently. The ability to select only the products you want to deliver on can grow your market share without sacrificing spend efficiency. Our Competing and Complementary Products feature in Listing Analyzer makes it fast and simple to get started with this new feature.  Integrate product targeting into your ad campaigns today and start growing the reach and maximizing performance for your Amazon business!

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