When it comes to Amazon PPC, it’s important to understand that there is no ‘perfect’ method to structure your campaign. For sellers, there will always be a trade off between a low maintenance campaign structure vs. a time-intensive ‘perfect’ campaign structure that will require you to monitor thousands of keywords per product.
As your Amazon business grows, you will want to ensure you have a PPC campaign structure in place that can be easily scaled to support your growing set of ad campaigns.
This means it’s critical to think about how you intend to structure your campaigns before starting with Amazon PPC, as it will be very difficult to alter the structure of your campaigns once they’ve been set up.
Ad Campaign Structure: Effort v.s. Campaign Precision
Before starting with Amazon PPC, sellers should think carefully about how much time and effort they want to put into PPC campaign optimization. A campaign that requires less effort will also mean less precision over campaign optimization, and vice versa.
- Effort: How much time and effort is required to create and maintain the campaigns and ad groups?
- Precision: How much granular control do you have over your campaigns and ad groups (i.e. to set individual keyword bids), to ensure the lowest advertising costs and achieve the highest possible sales?
Depending on your individual profit goals, there are various ways you can structure your PPC campaigns to help you find a balance between effort and campaign precision.
At Sellics we’ve designed a PPC campaign setup targeting what we believe is an optimal middle ground between the two extreme ends of campaign structure displayed below. Our recommended campaign structure is designed to be low maintenance and scaleable, focused on giving you the benefits of granular keyword control in Exact Ad Groups without the need to monitor a large volume of keywords.
Sellics PPC Campaign Structure:
Goals of your individual campaigns & ad groups
The principle idea behind our PPC campaign setup is to help you achieve specific goals within each individual campaign and ad group. Our campaign structure is designed to help you combine & maximise the benefits offered by the different campaigns and ad groups (where you can leverage the different keyword match types + negative keywords), without having to spend an exhaustive amount of time optimizing your PPC campaigns.
- Automatic Campaign (goal: keyword research, bid level: low)
The main goal of running an automatic campaign is to let Amazon continually match new customer search terms to your product ad. As part of your ongoing PPC campaign optimization, you will regularly monitor the new search terms that appear in your Auto Campaign, and identify the ones which have generated orders for your ad, and add them as keywords to your Broad Ad Group where the new keywords can be optimized.
- Broad Ad Group (goal: identify top keywords, bid level: medium)
The main goal of your Broad Ad Group is to let Amazon match new search terms to the keywords running in this ad group. This will allow you to identify the top performing keywords you will want to move to Exact, where you will be able to adjust the individual keyword bids.
Keyword targeting in your Broad Ad Group is also more accurate than in your Automatic Campaign. However, as you are still relying on Amazon to match relevant search terms to your keywords, not all the search terms matched will be relevant for your product. Consequently, we recommend you to set a medium level bid for your Broad Ad Group.
- Exact Ad Group (goal: generate sales, bid level: high)
The keywords in your Exact Ad Group are the most relevant keywords for your product, and the goal of your Exact Ad Group is to generate as many sales as possible. The keywords running in Exact will attract a higher search volume (and therefore higher sales potential), and this means your keyword bid competition will be higher as well.
However, you will want to bid aggressively in your Exact Ad Group, as you know these are the profitable keywords that convert well for you. You also have the ability to adjust individual keyword bids in Exact, giving you greater control over your CPC costs.
- Why is the Phrase Ad Group not included?
We recommend sellers to use the Broad and Exact match types only. The Broad match type will cover all the word variations found in Phrase, and find additional variations not covered by Phrase (i.e. word variations that appear in any order.) Essentially this means all the search terms found in Phrase will be covered in Broad as well.
Therefore in order to help sellers simplify their PPC campaign setup, our recommendation is to skip the Phrase match type altogether. Of course this is only our recommendation, you can choose to use Phrase Ad Groups if it is your personal setup preference.
Negative Keywords (learn to control your customer traffic)
Negative keywords play a critical role in both your PPC campaign creation (direct customer traffic to your respective Broad & Exact Ad Groups), and your campaign optimization efforts (exclude unwanted customer search terms from your running campaigns.)
How do I use negative keywords to control customer traffic?
To understand the important role of negative keywords in your PPC campaign setup, you must first have a clear understanding of the individual goals of your ad groups and campaigns, as explained above.
The goal of your Exact Ad Group is to maximize sales; you will bid the most on your Exact keywords, as these are the keywords that convert for you. Consequently you will NOT want to bid on these keywords in your other Ad Groups, since you are already bidding aggressively on them in Exact.
The goal of your Broad Ad Group is to let Amazon match new search terms to the keywords running in Broad, and help you identify new keywords you will want to add to Exact.
The purpose of your Automatic Campaign is for keyword research; your goal is to let Amazon continually match new customer search terms to your ads. However you also do not want to bid on the same keywords in Auto that are already running in your Broad Ad Group. Consequently you will also add your Broad keywords to ‘Negative Phrase’ to your Automatic Campaign.
Why add Broad keywords to ‘Negative Phrase’?
In your Automatic Campaign, you will want to avoid bidding on the keywords running in your Broad Ad Group and the search terms Amazon has matched to each Broad keyword. If you simply add your Broad keywords to ‘Negative Exact’, you will only exclude the Broad keywords, and not the search terms generated by each Broad keyword.
Thus by adding your Broad keywords to ‘Negative Phrase’ to your Automatic Campaign, you will ensure your Automatic Campaign only matches new customer search terms to your ad that are not already running in your Broad Ad Group.
See our table below for guidance on using negative keywords during PPC campaign creation:
Part 2: PPC Campaign Creation & Optimization
In Part 2 of this article we will walk you through how to create and optimize your PPC campaigns.