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[PPC Den Podcast Ep. 4] The Advanced Basics of Amazon PPC

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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.

Episode Highlights

  • 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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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:

 

Choose your campain type

Step 2: Go ahead and click “Continue” under the “Sponsored Products” option.

Create Campaign

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.

Create an Ad Group

Step 4: Fill in your ad group name and select the product(s) you want to include in this new campaign.

Targeting

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.

Product Targeting

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”.

Select Brand

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.

Individual Product Targeting

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. 

Negative Product Marketing

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. 

Launch Campaign

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!