Perfect PPC Structure for Amazon Product Launches

hi this is the second video of our product launch series I'm Jelena and today I'm going to talk to you about the perfect Amazon PPC structure for product launches basically I wanted to teach you what was the best structure that has worked for us and we have when we launch new product we usually have around four or five different campaigns that are just dedicated to that specific product so that's probably a lot more from what you have expected or what you currently have running but this is a kind of strategy that has proven to be very elaborate for us and work with it really really well in terms of ranking so that being said outside of running this internal traffic on sponsored on seller central first sponsor to brands and sponsors products ads we also ran external traffic to the listing and this is something that Amazon really really loves so by all means if you can make sure to drive external traffic from other sources to your Amazon listing then this is something that's going to be very very helpful for your listing to get ranked also aside from that you should make sure that you have as much ramped up sales velocity as you can possibly have because this is like 95% of organic rankings so just before we begin I wanted to let you know that you should be ready to lose money in the first couple of weeks even couple of months if that's a product that you're launching in a very competitive category so what I mean by that is that you should just look at it more like a business investment rather than business expenses simply because this money will flow back right to your bank account through sales and also through sales that come organically that you didn't actually directly pay for so that being said let's dive right into the perfect Amazon PPC account structure for product launches first of all the first campaign type that you should run out of the five campaigns that I've prepared for today is an automated paint outer campaigns are camping types that are very valuable in terms of automating the keyword research for you you will first of all know what kind of keywords your listing is ranking for so you will also pay for the system's feedback about what the system things that your product is so if your search term report after two weeks of running an automated campaign is sending you garbage feedback like you know bad search terms something that's unrelated to your listing it's irrelevant or maybe slightly different from what you thought it actually is then by all means that probably means that you need to improve your less than quality you have to make it more keyword dense or more relevant to the user and just make sure that it's that it has it contains some keywords what it writes better so that's where the true value of automated campaigns come into place comes into place so first of all I would recommend for this one product if you can possibly afford this budget daily budget to be $100 per day this is something that might sound like a little over-the-top like a little too much but at the same time it's not going to spend that much at least in my experience it hasn't been the case we have tested various automated campaigns simply for new listings it's not going to spend that much but you want to give it a lot about it a lot of air for this campaign to run so that you can get the quality feedback even you know in a short timeframe like two weeks so automated campaigns but their main advantages is they will provide you feedback from the system what the system thinks about the product they will automate the keyword research so that you somewhat automatically know what keywords you might be ranking for that you are entirely thing yet that should be moved to your manual campaign and the third reason why you should use automated campaign for your product launch is basically because this campaign type an automated campaign is for now covering the biggest number of ad formats available so automatically you will ensure that you're present everywhere in every possible placement and that way you will kind of like ensure that you don't make any mistakes when you're targeting something manually and you're being overly picky and stuff like that so you instead of that you would just let the system show your ad wherever possible wherever the system they are going to learn that this might end up being a good sale for you when it comes to automated campaigns in the first two weeks make sure that you monitor to spend and control it through bid management so make sure that you are on top of things and that your daily logging into your account and ensuring that you are going through search term reports adding negatives there's something that really should be added as a negative and also discontinuing targeting groups that aren't working for you how will you know whether a targeting group is working for you or not basically there are four targeting groups which is close match loose match also substitutes and complements which means there are four different targeting types that Amazon recently introduced in their automated campaigns and I explained a little bit more in our other video for automated campaigns in a lot more details so if you're interested you can also subscribe to our channel but also go to that other video that I will put in the video description below so automated campaign at a hundred dollars per day also make sure to structure this campaign in a way that you know for sure what kind of contribution each targeting group is providing you for your product which means you should have one ad group per one targeting group which means one our group for substitutes whenever force up for compliments one whose match won out before a close match which means total of four adverbs why is this crucial well basically this is absolutely crucial because when you download the certain report it will break down this information by a group so you will know exactly what kind of targeting group brought you which search terms and what is their quality so so that you can easily eliminate and just pause any I hope that you feel is not contributing good results so in order to stay on top of the things it's extremely important for you to log in on a daily basis and just make sure you monitor or overall the performance second campaign type that you should run when Hamazon if you are just having the product launch is the reach campaign this is going to be one manual campaign that will be sponsored products campaign type which will have its own main goal as a reach as a main goal what does this mean this means that you all choose let's say up to a hundred keywords that are high in volume but low in competition which means they have on average medium or high number of monthly searches and at the same time not a lot of advertisers are competing for these keywords and you could use some kind of external tools such as helium 10 to identify which keywords actually belong to this category so choose up to 100 of them make sure that they are very very relevant to what your product is and then put them in in this campaign and give this campaign enough budget to run again I would recommend $100 per day because this is something that algorithm recognizes Amazon will recognize that you really really want to rank for these keywords as you're willing to give that much budget into it so not necessarily it will not necessarily spend that budget but you have to be ready to set it up that way so when it comes to this reach campaign after these hundred keywords test them out make sure that they have enough impressions and enough visibility so this campaign is aimed towards generating you sales at a law that will generate too low a cost sales you need these sales I mean generally speaking you need the sales to ensure that the ranking will start happening for your account but when it comes to breach and when it comes to ranking strategies these are different strategies so he says you will have a high number of keywords in your campaign then you should make sure to control the cost of them to a bid management this is extremely important you want to have your bid adjustments within the suggested bid range you will always have that rate if your keyword has enough search volume then Amazon will provide you an instant feedback about what the suggested bid is so stay in that range but don't overspend if you don't feel like this is being profitable for you so that being said some kind of general recommendation of what your acres should be at its maximum is the amount of your profit margin so if your profit margin is you know thirty five percent you're a ghost shouldn't be higher than that otherwise you're practically losing money in PPC and you definitely don't want don't want to do that with the campaign whose main objective is reach so if you see that a certain keyword is spending you a lot of money and and you calculate it's an easy calculation for you to discover whether this is going to be a profitable sale if it even happens and if it's not going to be a profitable sale then just pause this keyword or a bit it down if you're more at all and tolerant towards cost in order to know what to do with the rest of the keywords also if there is a keyword that doesn't any impressions in the first two weeks then this is something that should be discontinued mrs. aunty there should be paused and then you can add a fresh batch of new tears that you've discovered from the search terms report to this hearing list and then test them them out and then it's a continuous cycle so keep doing that also log in daily check how your campaign is performing and whether your keywords are generating enough impressions the third campaign is also a manual campaign that we run and this campaign has a very low number of keywords maybe just like three or four core keywords that are a hundred percent meaning what your product is which means basically exactly what the product is that's the type of keyword that you should target and you should really focus on identifying what your quirky words are so that you know why what to put into this campaign so short number of core keywords which is three to four keywords in your ranking campaign sorry so this campaign should run anywhere between 50 and hundred dollars per day just because you want to boost visibility of these keywords and make sure that they rank that you rank for the viewers that mean so much to you if you want to start ranking for these four keywords three the four most important keywords for your product then you'd have to make sure that you have sales that these keywords are triggering and the easiest way to do that is through PPC just your main objective for these core keywords is to be ranked for them so if you feel like you could have more impressions more clicks with these keywords then your main goal for this third campaign type is to boost the ranking or for these keywords and just ensure that you win as many clicks as many impressions as possible this is usually done through high bids so if you have you I feel like you could be getting more than definitely improve in increase your keyword bids up to thirty percent from the highest suggested bid this means let's say that Amazon gave you a feedback that the suggested bid is between one and one and a half dollars sorry one and two dollars so the highest and bid would be two dollars you should go up to 30% higher than the $2 bit and then put that as you give a bit and this should ensure that your people will win the maximum possible impressions that you can get so these keywords the quirky words the horror keyword campaign which is called also called campaign for ranking this campaign should help you get ranked for your four keywords and then you should get sales work from them but sometimes some sellers are stuck in generating sales coming from their core keywords because either the competition has a better offer or they're cheaper or there's something going on so if you feel like you're stuck and you're not generating enough sales on a stable basis because you need sales velocity you don't need sporadic or one or two sales what once in a while you need a consistent number of sales on a daily basis day to day week to week month and month over month this is something that Amazon's are going to recognize it so I have to make sure it's consistent and that it's a bigger number of sales if you're stuck in this step then introduce coupon codes so offer some kind of discount some kind of offer adjustment that will drive attention to your listing instead of your competitors listing you can add a promo code you can run external traffic to the to the specific listing that will be targeted traffic oriented or do anything you can think of to help you stand out from the competition ideally you developed your product and thought the whole process development the whole product development process through and you don't have to think about standing out through the price at this point but some sellers are brave enough to enter a very competitive category and they're willing to fight for their market share through the price so if you this is you make sure to use a coupon code at this step for the specific campaign to help you get as many sales as possible for your keywords that you and for your core keywords that you really really want to plan for that being said we'll move on to the next campaign type which is a competitive product targeting this is a also manual campaign type which uses targeting your competitors products through product targeting campaign to show up on their product pages when when someone's looking for their product and they're looking at the details you want to make sure that they see your ad this is very important but you should only use this campaign type if you're a hundred percent confident that your product has a better offer than your competitors so that being said I also have another video you should look it up on our channel where I described the whole product product tuning and product development process where I described it each product has four different dimensions which is a design functionality time and price so if you have a product that's better that's a that represents a better offer from your competitors in any of these four product dimensions then by all means you should target competitor's product so before you create the product targeting campaign that will target your competitors products that you should just sit down and think and create a list of all the advantages and unique selling propositions that your product has that your competitors products don't have and what is this specific of your product that makes you from the competition maybe they don't offer a lifetime warranty and you do maybe you have an additional palette of colors of your product that they don't currently offer maybe your product is better for the same price or your product is cheaper what is it the more the more ideas from the list you can get the better performance is your is going to be for the product targeting campaign so that being said you should create a list of products that don't fulfill these conditions the competitors products who don't fulfill these conditions that you have already met that you have you know certain type of offer that makes you different from them so this is the list of product that you want to target through your competitive product targeting campaign regard with regards to the daily budget that I would recommend I don't know this is something that's pretty individual so make sure that you invest as much money as you can and want in this we don't have a very hard limit because really it depends on the product type and the competition so the higher usually roll down the higher the competition and if you can the longer the list of your advantages of your product compared to the competition basically this is a more budget for the product or any campaign if your product is a new and what if you're not sure that you can really be you know different that much from the competition then make sure to invest some small budget for this campaign until you make sure that it works for you if it works then you can slowly increase budget and that would be a way for you to stay on the safe side but still test some things out before you make a decision to discontinue the product marketing campaign just make sure it's really really not working don't be don't rush into any conclusions if they're not backed up with data simple as that that being said we have the four the fifth campaign type that we usually run which is a self targeting for productivity this means that you would run this one little campaign with some small daily budget just a target your own product through a product I think this one product that you're watching and this is very important especially of competitive in competitive categories you want to make sure that you consume as much space on your product page as possible and this is one way of doing it you definitely don't want your customers focus to shift away from the competition and let them steal away market share from you still way your users so this is the way that it would be kind of like brand protective campaign for you where you protect your product from attempts to steal away market share from so one little campaign a small daily budget would work just for you to ensure that this is going to be effective in terms of protected you're protecting your product so that being said this is the basic campaign structure that we use when we launch our own products there are also additional campaign types such as responsive brands as we also grant for our products if we have a product launch that's within an existing portfolio products but if you're launching the brand-new product and this is a whole new brand you are not established yet then in most of the cases you're not going to be brand registered which is one of the conditions that you have to meet even before initiating a sponsored brands ads so make sure you get brand registered and then you can introduce Parsa brands ads as an additional step for you to get ranked better on your interests may ensure that you have enough brand awareness in your category so basically that being said that's the wrap up of this video I hope you liked it and if like this content make sure to subscribe to our channel and if you have any any questions then by all means comment below thank you for watching and have a lovely lovely day