Amazon Advertising - 15 Minute PPC Optimization Tips and Tricks
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- Опубликовано: 16 июл 2024
- In this video I discuss how to run basic bid optimization in an Amazon Advertising account in 15 minutes!
Focuses -
🔶Primary Metrics vs Secondary Metrics
🔶 Influence of placements, impressions, CPC and CTR
🔶CPC and Bid Correlations
🔶Quick bid management formula for optimizations
This video is a LITE video for bid optimization.
My goals is to help explain the relationship between bid optimization and ACoS.
At scale, we run similar formulas with more in-depth data analysis, BUT this formula helped me when I was just getting starting.
When you have a keywords with data -
Sales * Target ACoS = X
X / Clicks = Bid
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Awesome video! Thank you! I enjoy this type of video a lot. You crushed it. I will be optimizing my ams tomorrow. I have one ad campaign that's crushing it right now and I want to scale it.
Really enjoyed this video. As I am not seeing that much of change in my amazon advertising with my current strategy. Learned a lot. Thank you.
Very good simplified strategy. Thanks! )
Highly appreciate value added practical video. Hope more will come soon.
Great strategy, I'll test this out!
Great Tips, Like Always !!!
This is insanely valuable thanks for this. Every guru says that when launching products you should increase your bid by 1.5 to 2.5 of what Amazon suggests is there a formula that you use that gets it correct all the time? If so please share.
How did you work out your Target ACOS when launching and then maintaining your product?
Thanks destiny, great tips
Thanks. This video was very helpful. Please make more
Awesome Good video
Thank you.
I will be optimizing my Bids
Big fan of your work. Found you on Bradley Sutton's podcast. Following You since.
great video
thanks
Loved this
But, won't lowering the bid result into a placement change everytime
And thus a CVR change (usually a drop), resulting into an even worse ACoS?
one of my fave presenters...
great content as always Destaney! Thanks
Also how many times a month you do this?
And does this technique applies for SD and SB campaigns also?
This technique does apply! Since we have a bid management software in place, I only do this as needed. When I am clicking through accounts I always look for the highest spending campaigns and check in to see if I need to make quick adjustments.
Thank You! At 7:30, are you referring to the Campaign Manager or a spreadsheet? Oh, I found the placements tab in Campaign Manager! AH HA!
Hi, great content! the best I have found so far... quick question, when optimizing my campaigns how long should I look back in order to make data based decisions? 7 days? 15 days? maybe life time?
www.loom.com/share/80384f9e44fe4886baa0aec489eda006
Hope this helps!!
ruclips.net/video/dYbV8B3B9yc/видео.html (Bid timeframe data dive)
@@wearebtrmedia I have to say this is the best answer I have ever gotten on youtube, thank you so much, so when optimizing let´s say I take january 1st as starting date, should I take the same day as starting date on every optimization session? or just look one month back from the day I am optimizing?
thanks
Hi! How would you recommend finding out how successful my ads are when I don’t have control to see real time sales data? I’m an author and my publisher gets the sales data but I only get access quarterly. Should I focus on ranking campaigns? Thank you-your content is so helpful!
Thank you so much for this video! My Amazon coach teaches that dropping the bids too quickly (ie more than 10% at a time) can really throttle the ranking - in your video you explained that to achieve your target acos, you would drop the bid from 6 dollars to 2 dollars - what is your experience from doing this? does the ranking drop for your keywords?
When you are in top 10 organically you can drop your bid its not effect our ranking if you have more questions about feel free to ask me
Let's say if you have better results (CTR & Conversion) in TOS placement and lowering your bid shows you only in detail page placement and that isn't just profitable (assuming there's no competitive advantage), what would your strategy be? (anything that we can do in PPC level?)
If its a sponsored product campaign you can go to your placement campaign and add a bid modifier that will increase your bid for top of search :)
@@wearebtrmedia Makes sense. Thanks for the response.
Hello, one question, on minute 8:30 what do you mean by placement modifiers? Thanks, great video!
Once you click into a campaign (before clicking into an ad group), you will see a tab on the left hand side that says "Placements". This tab allows you to make bid adjustments by placements.
If you did have a campaign where you did have placement modifiers, what extra/ different steps would you take?
www.loom.com/share/d1b957e298bc42c9a60c90a07facfead
Great Video Indeed & nice tip for calculate bids. I have a question, if we do Sudden drop in Bids to achieve the targeted ACOS , its conversion rate would be disturb, isn't it ? My impression will start to drop. My CTR would be disturb too. So, how it will work for you ?
Yeah I think, need to go down gradually, in order to hit 30%, we should go gradually, 50, 40, 30, I think that would be more efficient.
@@muhammadnoman06 thats the practise I do. It works !!
👍
Thank you for this video, How we can optimize keywords without ACOS?
We typically don't like making big decisions without data!
So if the keyword has impressions and minimal clicks but no sales, we usually increase the CPC so that we can collect data quicker in order to be able to analyze the CVR.
Or if the keyword has a TON of clicks and no sales, and we are outside of the attribution period, we will lower bids a lot! Since we are not converting.
BUT if he keyword has a TON of clicks and no sales, and we are NOT outside of the attribution period, I will play it cautiously. (Maybe lower bids a bit so that we don't lose a ton of money. But wait to see if people end up purchasing later.)
a quick question: the bid should be the highest suggested ? I just launched my product and I created several campaign having as a bid the lowest suggested. It has been three days and not getting that much action
It isn't necessary that the bid should be the Highest suggested
The first thing is to check the number of impressions you are receiving on the current bid
If they're good, you need to work on how to increase your conversion
If not, then you can gradually increase your bid to check the performance
How can we communicate with you for optimization purposes.
If you want to reduce ACoS would you really adjust your bid to below 80% of the current CPC? Couldn't this hurt your sales?
It could! And that's why the brand should know what they are optimizing for. Profitability, or more sales :)
What if the calculated new bid is way lower than the suggested min bid and current CPC?? What should we do then
start with calculated bid and increase it slowly & constantly keeping an eye on the % increase in impression by changing your bids daily. stop increasing it when the increase in impression goes down. The trick is to bid just enough to be on top, without spending too much and waste money.
Do you run an ad agency for Amazon? I sell my own product on Amazon, its doing well but I need help!
Let me know what you need. I'd be glad to help you.
At 8:15 when you say you look at the last 7 days, do you exclude last 48h or not?
Typically we do exclude the last 48 hours! But if I see a spiking ACoS, I will compare the two timeframes and look at outliers (High CPC, High clicks and no sales, Much higher ACoS). If I see something that stands out in the last 48 hours, I will change bids even through attribution hasn't hit.
@@wearebtrmedia Undersood, thanks. That's how I've been doing it as well, just wanted to verify. Not too many people go into those details.
Thanks!
How to optimize those keywords without ACOS?
You cannot optimize keywords
Low ACOS simply means the keywords are not converting well and you need to deal with them in a manner that benefits the campaign
Sometimes you need to reduce the bids or even remove the keywords
You have a facebook group? I would like to join
I can't understand the lingo. Where can I learn the 101 course to understand this?
I would probably start with this video, and ask lots of questions! ruclips.net/video/Dj0ppntLAZc/видео.html
Did you have a chance to watch the intro?
What you tell about cpc in regards to target acos isn't necessarily true. In your last example, 2.49$ is the cost per click you want to achieve. By lowering the bid to 2.49$ you will probably get a lower cpc than 2.49$ because your bid is the maximum amount you allow to spend and not the average cpc, so you will probably also get a lower acos than 15%. That lowering from 6$ to 4$ has not a big impact is also not true, it will have a huge impact because you cut away the biggest costs. You should rethink your formula, target cpc isn't the maximum bid you should set.
We have multiple other formulas for bid management, and I mention in the video that there is a difference in bid and CPC. If I went into every single other aspect and variable that affected bid management, this would NOT be a 15 minute bid optimization video.
My goal is to educate as many people as possible on Amazon Advertising and help people understand the basics so that they can get started and build upon that. If I went as complex as you are recommending, people would be MORE confused, and the video would not be beneficial to anyone other than people who are more than likely already experts in the field.
@@wearebtrmedia Yes I see.
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