Evergreen Amazon advertising campaign strategies are numerous, and it’s easy to become overwhelmed by analysis paralysis if you attempt to implement them all. Moreover, you risk wasting both time and money by trying every strategy to see what works best for you.
Rather than indiscriminately trying every possible approach in Amazon advertising campaigns to see what succeeds, why not focus on the evergreen Amazon advertising campaign strategies that are consistently effective? This approach should save you both time and money!
The five evergreen Amazon Advertising campaign strategies we recommend:
- Protect
- Conquer
- Rank
- Dominate
- Discover
In this article, Ad Badger’s Michael Facchin and Noemi Bolojan from ScaleWave explore evergreen Amazon advertising campaign strategies and how you can use them to improve visibility and generate more sales on Amazon.
The Protect Amazon Advertising Campaign Strategy
When starting on Amazon, your brand recognition will be relatively low. A common mistake most sellers make is thinking their brand name will remain that way for long. But, as your business gains traction, other sellers will start targeting your brand name in their campaigns to hijack your traffic.
The Evergreen Protect Amazon Advertising campaign strategy helps you protect your brand and box out the competition from bidding on your keywords and showing up on your Amazon product page.
The Importance of Continuous Brand Protection
Protecting your brand name isn’t generally expensive in terms of CPC, but it depends on your brand recognition, competition, and branded keywords rank. You’ll be targeting your own ASINS, branded keywords, and brand name. Consequently, if you have low brand recognition, there will be low competition for your keywords, and thus, the CPC cost won’t be high.
For example, if you’re Nike and want to protect your brand, you’d bid on the term “Nike.” Ideally, you’d want to have this term in exact match, broad match, and phrase match campaigns, each implemented in separate campaigns for optimal effectiveness.
Another thing worth noting is that the Evergreen Protect campaign strategy should always be in place. Some people may think this is overkill and a waste of money, but we disagree.
“The Protect campaign strategy is an insurance policy, and you don’t need insurance once you crash the car. You need it beforehand.”
Noemi Bolojan
You can’t start defending a castle when the enemy has already stormed it. You want to protect it so that the enemy doesn’t even get close to it in the first place. Similarly, this evergreen strategy should also be applied to your Protect campaigns. Start defending your brand name early before other sellers try to grab a piece of your brand name pie.
The Conquer Amazon Advertising Campaign Strategy
Amazon is akin to a battlefield for sellers, where your primary goal is conquest. In this context, the Conquer campaign strategy acts as your tactical plan, giving you an advantage over your competitors. This works because you target your competitor’s ASINs and listings so your product appears on their product pages.
For example, if you’re Nike, you’d target competitors like Puma and Adidas, so your product shows up when shoppers search for their products or view their product pages.
The Conquer campaign strategy helps you identify new profitable keywords and products that generate sales at a relatively low ACOS. It also paints a vivid picture of the importance of the Protect campaign strategy. If you’re not protecting your brand, someone will take your customers from you.
The Rank Amazon Advertising Campaign Strategy
Ranking campaigns help you take charge of your exact match keywords to get more organic visibility on the first page of Amazon search results.
Here, you’ll be targeting keywords that resonate with your product, whether broad or exact, with the CPC cost ranging from low to high based on the keywords you’re targeting. As a rule, the broader the match, the higher the search volume, and consequently, the higher the CPC cost, and vice versa.
For example, if you’re selling black running shoes, “running shoes” is a broad match keyword and will probably have a higher CPC cost than “black running shoes for women,” which is more specific.
The Dominate Amazon Advertising Campaign Strategy
The Dominate and Rank campaign strategies may seem similar, but, they’re not. Similar to the Ranking approach, the Dominate strategy aims to take charge of the exact match keywords to increase organic visibility.
The difference is a Ranking strategy is more of a short-term strategy to get more eyeballs on your products and brand. On the other hand, the Dominate campaign strategy is a long-term game to gain complete dominance for a single keyword, no matter the cost.
Key Metrics for Ranking Campaigns
For a Ranking campaign, the metrics are the ad spend, ACOS, and the number of orders you get from the campaign.
For a Dominating campaign, you’re bidding for a position. Your goal is to become position one for a particular keyword, regardless of ad spend and the ACOS.
Rank and Dominate Amazon advertising campaign strategies go hand-in-hand. For Ranking, you’ll target long-tail keywords, while for Dominate campaigns, you’ll go for a more specific keyword.
The Discover Amazon Advertising Campaign Strategy
An Evergreen Discover campaign strategy can be likened to a mining operation for keywords. Specifically, this approach helps you uncover keywords that customers use to find your products on Amazon search. Specifically, it helps you uncover keywords that customers use to find your products on Amazon search.
Imagine you’ve initiated an auto-match, broad match, or phrase-match Amazon advertising campaign. Consequently, at the end of the month, you’ll pull a search term report and migrate all the successful terms into an exact match campaign. hese initial campaigns, essential in identifying these converting keywords, are what we refer to as Evergreen Discovery campaigns.
The idea is to cast a wide targeting net where you bid on many keywords, then take the newly discovered profitable keywords and add them to your other campaigns.
In terms of CPC, Discovery campaigns are inexpensive. But they don’t offer precise targeting, so they should be used together with the Rank campaign strategy.
Which Evergreen Amazon Advertising Campaign Strategy Will You Implement First?
These evergreen Amazon advertising campaign strategies can be the saving grace for people struggling with Amazon advertising, and at the same time, they can act as the rocket fuel that boosts results for people already achieving decent outcomes with their advertising efforts.
Begin implementing these evergreen strategies today, and importantly, remember to combine them to maximize and compound your Amazon advertising results.
The PPC Den Podcast
If you enjoy supplementing your long reads with audio or video, we cover this topic on our podcast as well, The PPC Den.
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- Where to find Noemi, ScaleWave.io
- Wizards of Ecom Podcast
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- 🦡 Like the podcast? Leave us a video review, and we might share it on the show!
- Connect with Ad Badger’s CEO and The PPC Den host, Michael Facchin
- Get a product tour of the Ad Badger App, the most powerful toolset to automate and monitor your Amazon campaigns.
If you missed them, check out our previous episodes of The PPC Den Podcast:
- How Do I Create Data-Driven Product Pages on Amazon?
- Amazon’s Marketing Stream Explained: A Technical Breakdown
- What We Wish You Knew About Amazon PPC in 2022
- Amazon Key Metrics: What Do I Track & How Do I Influence It?
- Amazon’s New Expanded Product Targeting: How Do I Make the Most of It?
- What Accounting and Financial Metrics Should I Monitor as an Amazon Entrepreneur?
- What Ad Metrics Should I Track Weekly for Amazon?
- 10 Steps to Maximize Amazon FBA Inventory Limits
- How You Answer This Question Determines Your Amazon PPC Skill
- How to Send Google Ads Traffic to Your Amazon Listing (Classic)
- How Ad Badger Reduced ACOS from 45% to 35% in Two Weeks
- How Do I Make Excellent Amazon Sponsored Display Videos on a Budget?
- Why No One Watched Your Amazon Sponsored Brand Videos & How to Fix It
- How Do I Perfect My Amazon Inventory Management?
- How do I Use Amazon Ad’s Console Export Feature?
- How do I get started with Amazon DSP?
- Why Amazon’s Search Query Performance Dashboard is Awesome
- Common Mistakes with Amazon Product Listings and How to Avoid Them
- Which Non-PPC Skills Make You Better at PPC?
- New Keyword Research Approach: Gain New Clients for Amazon PPC
- Why and How to Use New Bulk Sheet Features in Amazon Ads
- Evolving Thoughts: Total ACOS for Amazon Advertising in 2022
- How Do I Increase My Amazon Market Share?
- How Do I Improve Amazon Total ACOS Fast? Boost Organic Ranking
- Seller Stories: Growing 10 Brands at Once and Managing by KPI’s
- Ad Badger’s Amazon SEO Guide Part 0: Master Keyword List
- Maximizing Your Search Term Use on Amazon Advertising
- How to Forecast Your Amazon PPC Approach
- Brand Metrics: How do you Make the Most of It on Amazon Advertising
- How to do Keyword Research for Amazon PPC: Back to Basics
- How to be Good at PPC: 3 Questions
- Ad Badger’s 2022 Amazon PPC Wishlist: 22 Tools and Features
- 3 Filters to Use Weekly in Your Search Term Report on Amazon
- How Should Amazon Professionals Optimize Tax Planning?
- What Are the Biggest Trends in Amazon PPC Q4 of 2021?
- The Complete Amazon Campaign Types Reference Guide
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- Should You Use Amazon Ad’s New Budget Rules?
- Q4 Strategy for Amazon Advertising in 2021: How Do You Prepare?
- How do I Fix my Decreasing Conversion Rate on Amazon Advertising?
- Find Your Bid Style: Which of These 7 Amazon Personalities Are You?
- Should You Trust Amazon Advertising’s New Opportunity Tabs?
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- Why Community Matters for Amazon Advertising
- How to Send Google Ads Traffic to Your Amazon Listing
- Who to Hire for Your Amazon Growth Team
- How to Optimize for Total ACOS Goals in Amazon Advertising
- A Case for Segmenting Branded Keywords in Amazon PPC
- Ask Any PPC Question with Steven Pope of My Amazon Guy
- 5 Important Factors That Influence Amazon Ranking
- Now Hiring Amazon PPC Digital Marketer– Work at Ad Badger
- What to do When Diagnosing ACOS Increase
- What to do About Low Click – Low Sale Keywords
- How to Use Amazon’s New Budget Tab and Report
- What to do About Rising CPCs (PPC Boosters Series)
- Should You Segment Automatic Sponsored Product Campaigns?
- When to Pause an Amazon Advertising Campaign
- Your Guide to Amazon Prime Day 2021
- The Dreaded Amazon Keyword Constriction
- Search Term Impression Share Reports in Amazon PPC
- How to Scale Your Amazon PPC Account
- How You Can Approach Seasonality in Amazon PPC
- Getting the Most Out of Amazon Reporting
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- The Amazon PPC Checklist
- 10 Tips to Become a Great Amazon PPC Manager
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- The ACOS Power Ratio for Amazon PPC
- Balancing Amazon PPC Optimization and Expansion
- 3 Reasons You’re Still Not Using Bulk Sheets and What to Do About It
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- 3 Questions to a Perfect Amazon Product Page
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- Ad Badger’s Amazon SEO Guide Part 4: Combining PPC and SEO
- Ad Badger’s Amazon SEO Guide Part 3: Into the Strike Zone
- Ad Badger’s Amazon SEO Guide Part 2: The Midgame
- Ad Badger’s Amazon SEO Guide Part 1: Getting Started
- A Look at Amazon’s New Sponsored Display Reports
- What Are Dayparting and Weekparting in Amazon PPC?
- Our Amazon PPC Wish List
- An End of Year Message from The PPC Den
- Thinking Strategically About Amazon Advertising
- How Keyword Dumping Ruins Your PPC Campaigns
- How to Become an Amazon Sponsored Display Master
- How and Why to Use Negatives in Amazon PPC
- Ramping Up For Cyber Monday & Black Friday with Data-Driven PPC Strategies
- Amazon’s New Sponsored Brands Reports
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- Getting High Quality Product Reviews on Amazon
- The Podcast Turns 100
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- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
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- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible? (Part 2)
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- When You Should DIY Your PPC (And When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
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- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During Covid-19 – April 2020
- Sponsored Brands Update: Now You Can Edit Creatives
- Amazon PPC Stats During Covid-19 – March 2020
- Seller Central Campaign Manager Is Moving to Amazon Ad Console in 2020
- Taking your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During Covid-19
- Principles and Mindset for Amazon Marketers During Coronavirus
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- How to Incorporate “Adjust Bids by Placement” Into Your Keywords Bids (Part 2)
- How to Incorporate “Adjust Bids by Placement” Into Your Keywords Bids (Part 1)
- Grow Your Amazon Campaigns With Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Rise Lifetime Value with Market Basket Report
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- Long Tail Search Terms: The Amazon PPC Silent Killer
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- What to Do When It’s Time to Sell Your Amazon Business
- New Product Targeting Options for Sponsored Brand Ads
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- The 6 Layers of Campaign Structure Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
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- Say Hello to a New Sponsored Product Report
- Amazon Campaign Change History
- How to Advertise Commodity & Unique Products
- Amazon SEO– Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem with Optimizing Low-Converting Products (and How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower Your ACOS
- What to Expect from 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting Your Products with Amazon Coupons
- 3 Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon PPC Does Better than Google & Facebook Ads
- Into the Great Unknown: Amazon DSP
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- The No-Hype, All-Data Approach to Prime Day PPC
- Improving Your Account with Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Special thanks to Noemi Bolojan, Bernard Gatheru, Pedro Moreno, Karolina Facchin, Nancy Lili Gonzalez, and Michael Erickson Facchin for the production of this blog.