Notes on Creating Effective PPC Campaigns on Amazon
Introduction
Launching PPC campaigns on Amazon can be costly if not done correctly.
Personal experience from 2018: made multiple mistakes that could have been avoided with proper knowledge.
Objective of the presentation: sharing insights on setting up sponsored product ads for success based on past experiences and management of various brands.
Accessing the Campaign Manager
Navigate to Seller Central > Advertising > Campaign Manager.
Overview of different campaign types (sponsored brands, sponsored display) but focus will be on sponsored products.
Setting Up Sponsored Products Campaigns
Campaign and Ad Group Naming
Ad Group Name and Campaign Name: Should be the same for better organization.
Product Code: Start with a code (e.g., HMP for Hard Work Mango Pineapple) for easy searching in campaign manager.
Campaign Purpose: Specify if it's for ranking or performance.
Numbering: Use numbers in the name to avoid running out of unique names.
Campaign Structure
One Ad Group: Only use one ad group per campaign to prevent uneven budget allocation.
Keyword Limit: Limit to 5 keywords to ensure even budget distribution across keywords.
Budget: Minimum budget of $100 is recommended to ensure sufficient funding for keywords.
Budget Management
Preference for controlling budget distribution by limiting ad groups to avoid Amazon's uneven budget allocation.
Daily Budget: Suggested $100 to ensure performance, with the ability to control bids to manage spending.
Adding Products and Targeting
Product Selection: Ensure the correct SKUs are added.
Targeting Types: Manual targeting is preferred with a focus on keyword targeting.
For automatic targeting, suggest separate campaigns for each targeting group (close match, loose match, etc.).
Keyword Bidding
Match Types: Use separate campaigns for different match types: broad, phrase, and exact.
Bidding Options: Options include custom bid, default bid, or suggested bid.
Negative Keywords: Recommended to add later after analyzing performance to optimize campaign results.
Bidding Strategy
Dynamic Bids: Use dynamic up and down bidding when launching campaigns for flexibility.
Preferred Strategy: Down-only bids to be more conservative with budget; avoids overspending while optimizing performance.
Conclusion
Summary of best practices for setting up Amazon PPC campaigns for success.
Acknowledgment of Amazon Ads for sponsoring the video.
Encouragement to subscribe and engage with the channel for further questions and education.