There are multiple possible structures to configure a PPC campaign on Amazon, each with its advantages and disadvantages. We will present below the structure that we normally recommend, and that represents a good combination of ease of implementation and control, together with “diffusion power”; which allows you to achieve excellent results.
1 – Previous step. Keyword and ASIN selection.
Before talking about the structure of the campaigns we must collect:
- About 200 keywords related to the product we are going to announce
- A series of “negative” words for which we DO NOT want our ads to appear
- A series of ASIN of the competition that are related to the product that we are going to announce
- A series of ASIN from our catalog of products that are related to the product that we are going to announce.
To do this task there are several tools that we can use. We recommend for example:
2 – STRUCTURE
The proposed structure is as follows:
- An Auto campaigns
- One or more “exact” campaigns
- One or more “broad” campaigns
- One or more product campaigns with competing ASIN
- A product campaign with ASIN from our catalog
- One or more “brand” campaigns
2-1 One or more campaigns of the same type?
The reader will have noticed that we have mentioned several times “one or more” campaigns of the same type. The reason is as follows:
We have detected on many occasions when many keywords (keyword campaigns) or ASIN (product campaigns) are introduced in the same group, the impressions and clicks are concentrated on a few of them and the rest does not get any visibility. To avoid this situation there are two possible solutions:
- Create multiple campaigns, each with a single group. Each campaign will contain a small number of keywords or ASIN
- Create a single campaign, with different groups within it. Each group will contain a small number of keywords or ASIN.
Obviously this will increase the complexity of our campaigns, but it is an aspect that is worth experiencing with.
If we use Sellerika to create the campaigns we will use the following function that will save us a lot of time:
2-2 Auto campaigns
Auto campaigns will allow us to discover new interesting keywords, and appear in locations that sometimes manual campaigns don’t cover
2-3 Exact campaigns
We will enter in them keywords with exact match
2-4 Broad campaigns
We will enter on one hand the same keywords keywords as in the exact campaigns (in this case, logically with broad match), and on the other hand:
- As exact negative match, the same words we have entered before. This way we will not compete with our exact match campaigns
- As negative phrase match, words that are clearly not related to our products, and that could cause useless “clicks”
2-5 Configuration in Sellerika (keywords)
If we use Sellerika to create the campaigns, we must fill in the following fields:
2-6 Campaigns with ASIN of the competition
These types of campaigns will allow us to appear on competing product pages. For example:
2-7 Campaigns with ASIN from our catalog
These types of campaigns are used as a “defensive” strategy, since when we advertise our products, on pages of similar products in our catalog, we prevent competition from doing so.
2- 8 Configuration in Sellerika (Product campaigns)
If we use Sellerika to create the campaigns, we must fill in the following fields.
2 – 9 Brand Campaigns
If we have our registered trademark on Amazon, we can also configure this type of campaigns.
3 – Bid prices and campaign budgets
The maximum price of bids will obviously depend on the sector to which the advertised products belong to and the specific Amazon marketplace.
In any case, we suggest using the following scaling (from lower initial bid to higher initial bid)
- Product campaigns targetting our own ASIN
- Product campaigns targetting competitor’s ASINs
- Auto campaigns
- “Broad” campaigns
- Brand campaigns
- “Exact” campaigns
As for campaign budgets, it is advisable to always ensure that they are high enough, to avoid not limiting the dissemination of our ads.
4- Last tips
We must also take into account the following aspects.
- To have greater control, it is better to include only one product per campaign, except for very specific cases (e.g. products with sizes)
- The use of placement bid modifiers (top of search, product pages …) has given us mediocre results to date, so we do not advise its use.
- The bidding strategy that we recommend, is the one that comes by default, that is “Dynamic bidding: down only”
- Use campaign names that make sense and provide us with easy supervision afterwards.
- Establish a campaign control system and calendar. If you are a Sellerika user, you can use the bid adjustment module