Amazon campaign
The way to a successful Amazon campaign
Optimized advertising campaigns on Amazon for your success
A successful Amazon campaign consists of various elements that are aligned with your goals. But your company is unique – and that’s exactly how we optimize your Amazon campaigns for you. With the right adjustments to the click price and budget, the selection of effective Amazon keywords or adjustments to the campaign at certain times, we put your ads on the road to success.
Create profitable Amazon PPC campaigns
Increased visibility and higher sales
Seasonal campaign adjustment
Push new products and drive traffic
Attain and maintain top positions
Improve organic rankings
How we optimize your Amazon campaign
Depending on what your goals look like in detail, we will work out an individual strategy together and can then optimize your Amazon campaign. With the right selection of Amazon ad formats, we pursue a holistic approach and achieve your desired business goal. Decisive factors here are click price, placement, budget and management of the Amazon keywords. With regular monitoring, we ensure that your advertising account is optimally aligned at all times.
Price per click management
There is no standard solution for optimally controlling the click price for your ads. We work here on a solid data basis – which your products already provide at best – and combine this with our experience from many years of Amazon Ads. Among other things, we pay particular attention to this
- start with conservative bids to create more data
- adjust the click prices to the margin of your products
- Allow sufficient time for analysis and monitoring
Important tips for controlling the click price
There are several ways to control click prices. In the following we give you an example based on a fictitious account with 100K marketplace sales and a target ACoS of 20%.
About bidding channels:
The campaigns are sorted according to ACoS. The bids of targets with an Acos 20%, on the other hand, are reduced. Important: Also reduce the bids of the targets that have only caused increased spending so far and do not yet show an Acos value.
About a tool:
A tool can also be used to adjust the click price, which simplifies or automates many manual steps. Caution is advised with API interfaces to Amazon - these are often error-prone and require stricter control.
Manually:
A completely manual control of the click prices is very complex even for accounts with a few products and requires a lot of experience and time-consuming maintenance.
For the most part, manual adjustment only makes sense in the first 2-4 weeks after creating the campaigns. After that, it's a good idea to move on to bidding channels or tools.
Hybrid: manual and tool
There are tools that combine both manual and automated processes. Here, for example, click prices can be controlled in the advertising console and mass operations can be carried out. If, for example, the campaign portfolio consists of many individual campaigns, several click prices can be adjusted up or down at the same time.
keyword management
Management of budget limits at different levels depending on the goal and strategy. Creation of budget rules with adjustment to the performance and allocation of the budget according to product groups. Assessing and submitting forecasts for budget development (agreement with the customer)
This is how we create and expand your keyword set
For optimal keyword management, we book the Amazon keywords or ASINs in performance campaigns that are relevant to your product. At the same time, keywords and ASINs can also be excluded to rule out “wrong hits”. In this way, the keyword set fits your products perfectly.
Benefits of Keyword Management
Above all, good keyword management helps you to avoid scatter costs and to control your advertisements efficiently. This is the only way you can ensure that your products are seen at the right time – either when users are directly looking for your product or when they are researching similar products.
At the same time, we constantly uncover new targeting options through the controlled display of your ads, which will further advance your campaigns.
This is how keyword management works
One way to effectively manage keywords is to identify new search terms and ASINs (Amazon Standard Identification Number) in broader campaigns that are performing particularly well. This can be noticeable through a good ROAS/ACoS or a high volume. These are booked into separate campaigns in order to have maximum control there. The result: Top performers are recognized and pushed, which in turn can lead to significant increases in performance!
Conversely, however, there are also scatter costs due to placement on search terms and ASINs that do not perform well (e.g. high ACoS, costs but no sales). Here it is often advisable to exclude the terms and ASINs that cause unnecessary costs.
Individual control using budget management
Budget management is all about setting different budget limits depending on your goal and strategy. This can take place at different levels.
For example, specific budget rules can be created with adjustment to performance and goals. In this way, the Amazon budget is distributed to specific product groups or marketing goals.
Of course, we give you regular assessments and forecasts to what extent your budget can be used sensibly – and where potential lies!
Benefits of budget management
Above all, professional budget management brings you cost savings and increases the efficiency of your campaigns:
- Efficient budget allocation depending on campaign performance (top/bad performers)
- Targeted distribution of costs according to product groups or according to the selected strategy (e.g. brand vs. generic)
- Maximum cost control – no more is spent than is available
- Minimize lost sales thanks to well thought-out budget allocation, budget rules and overall campaign management
How budget management works
The budget can be set at different levels:
- Campaign level: a daily budget is set here for each individual campaign
- Account level: the daily budget is also set here (only for the Sponsored Product campaigns)
- In portfolios: the budget can be set on a daily and monthly level
Budget rules can also be set at campaign level, which, for example, automatically increase the budget when certain KPIs are reached (target ACoS, conversion rate, click-through rate) or adjust it during certain periods (e.g. Black Friday).
By the way: under the “Budget” tab in the advertising console you can check whether potential sales are being lost. We will explain all this to you when we optimize your Amazon campaign.
Shall we talk about your Amazon potential ?
Tell us about your project and we will get back to you today.