Amazon PPC Sponsored Products

I am exploring Amazon’s “cost per click” (PPC) advertising. This test will be running for a week (8/4 – 8/11). The Budget is $10 daily. Campaign targeting is on Automatic targeting. Below is the Campaign bidding strategy options:

• Dynamic bids – down only: We’ll lower your bids in real time when your ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.
• Dynamic bids – up and down: We’ll raise your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert to a sale.
• Fixed bids: We’ll use your exact bid and any manual adjustments you set, and won’t change your bids based on likelihood of a sale.

Adjust bids by placement (replaces Bid+): In addition to your bidding strategy, you can increase bids by up to 900%.

• Top of search (first page): Example: A $1.00 bid will remain $1.00 for this placement.
• Product pages: Example: A $1.00 bid will remain $1.00 for this placement.

1st Test: Keyword Research

• Campaign name: 8 Ounce Spray 8/4 – 8/11
• Schedule: 8/4 – 8/11
• Campaign targeting: Automatic targeting
• Campaign bidding strategy: Dynamic bids – down only
• Adjust bids by placement: No selections

2nd Test:

• Campaign name: 8 Ounce Spray 8/11 – 8/18
• Schedule: 8/11 – 8/18
• Campaign targeting: Manual targeting: Broad
• Campaign bidding strategy: Dynamic bids – up and down
• Adjust bids by placement: 100% Top of search (first page).

3rd Test

• Campaign name: 8 Ounce Spray 8/18 – 8/25
• Schedule: 8/18 – 8/25
• Campaign targeting: Manual targeting: Broad & Exact
• Campaign bidding strategy: Dynamic bids – up and down
• Adjust bids by placement: 100% Top of search (first page).

4th Test

I created two tests this time:

1. a test for high CPC’s (hand sanitizer & liquid hand sanitizer) with a Dynamic bids – down only and no Adjust bids.
2. an auto targeting campaign for Dynamic bids – up and down and no Adjust bids.

• Campaign name:
  • 8oz 8/25 – 9/1 (high CPC)
  • 8oz 8/25 – 9/1 (auto targeting)
• Schedule: 8/25 – 9/1
• Campaign targeting:
  • Manual targeting: Broad, Phrase, & Exact
  • Automatic targeting
• Campaign bidding strategy:
  • Dynamic bids – down only
  • Dynamic bids – up and down
• Adjust bids by placement:
  • no preference.
  • no preference.

5th Test

Data says that Mondays & Thursdays have significantly more orders than the other days. This sample is segmented for high-rolling Friday & Monday with a limited budget for the rest of the week. Gloves are another story.

• Campaign name:
  1. 8oz 9/3 (high CPC): $30
  2. 8oz 9/7 (high CPC): $30
  3. 8oz Spray 9/1 – 9/2 (morning): $10
  4. 8oz Spray 9/4 – 9/6 (morning): $10
  5. Vinyl Gloves 8/30 – 9/5 (keyword discovery): $10
  6. Nitrile Gloves 8/30 – 9/5 (keyword discovery): $10
• Schedule: segmented
• Campaign targeting:
  1. Manual targeting: Broad & Exact
  2. Manual targeting: Broad & Exact
  3. Manual targeting: Broad & Exact
  4. Manual targeting: Broad & Exact
  5. Automatic targeting
  6. Automatic targeting
• Campaign bidding strategy:
  1. Dynamic bids – up and down
  2. Dynamic bids – up and down
  3. Dynamic bids – up and down
  4. Dynamic bids – up and down
  5. Dynamic bids – up and down
  6. Dynamic bids – up and down
• Adjust bids by placement:
  1. Top of search (first page): 100%
  2. Top of search (first page): 100%
  3. Top of search (first page): 100%
  4. Top of search (first page): 100%
  5. Top of search (first page): 100%
  6. Top of search (first page): 100%

6th Test

This test spans 9/7 (Monday) – 9/13 (Sunday). I will reuse the best out of the two, and rename to: 8oz Spray: $10.

1. Campaign:8oz Spray 9/1 to 9/2 (morning): $10
2. Campaign:8oz Spray 9/4 to 9/7 (morning): $10

I anticipate that this test will be successful. If my prediction is correct, I will reuse it for Mondays & Thursdays.

1. Campaign:8oz 9/3 (high CPC): $30

Discovery

• The “High CPC” ($30) campaign did not last the morning and only netted one order.
  • I am thinking about placing this ad on a Monday, Tuesday, or Wednesday to check the competition on those days.
    • I could change the Top of search (first page) setting to 50% for next Thursday.
• I think it would be productive to try reusing past successful campaigns and turning them on when I leave the office, and turn them off in the morning.
  • Currently I am looking at these two for the 8oz spray:
    • High CPC: $30
    • 2nd Test: $10

• 

• 

The Key:

• wu mei pai:
  • vinyl all sizes
• wing chun:
  • all liquid hand sanitizer
  • Works well for Product Pages to open up the catalog
• jkd:
  • 8oz
  • high CPCs
• iron shirt:
  • nitrile all sizes

Days:

• Gloves:
  • Mondays
  • Tuesday
  • Thursdays
  • Fridays
• Liquid Hand Sanitizer:
  • Monday
  • Tuesday
  • Thursday