Amazon PPC Sponsored Products

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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
  • 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