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:
- a test for high CPC’s (hand sanitizer & liquid hand sanitizer) with a Dynamic bids – down only and no Adjust bids.
- 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:
- 8oz 9/3 (high CPC): $30
- 8oz 9/7 (high CPC): $30
- 8oz Spray 9/1 – 9/2 (morning): $10
- 8oz Spray 9/4 – 9/6 (morning): $10
- Vinyl Gloves 8/30 – 9/5 (keyword discovery): $10
- Nitrile Gloves 8/30 – 9/5 (keyword discovery): $10
- Schedule: segmented
- Campaign targeting:
- Manual targeting: Broad & Exact
- Manual targeting: Broad & Exact
- Manual targeting: Broad & Exact
- Manual targeting: Broad & Exact
- Automatic targeting
- Automatic targeting
- Campaign bidding strategy:
- Dynamic bids – up and down
- Dynamic bids – up and down
- Dynamic bids – up and down
- Dynamic bids – up and down
- Dynamic bids – up and down
- Dynamic bids – up and down
- Adjust bids by placement:
- Top of search (first page): 100%
- Top of search (first page): 100%
- Top of search (first page): 100%
- Top of search (first page): 100%
- Top of search (first page): 100%
- 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.
- Campaign:8oz Spray 9/1 to 9/2 (morning): $10
- 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.
- 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 am thinking about placing this ad on a Monday, Tuesday, or Wednesday to check the competition on those days.
- 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
- Currently I am looking at these two for the 8oz spray:
Campaign Key
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