TACTIC 1: Zero Sale Search Terms
Purpose: Reduce spend on under-performing search terms by negative matching terms that spend money but don’t drive any sales.
Timing: Every 3 Weeks
Trigger:
Date Range = 60 days (Recommended)
Orders Maximum = 0
Clicks Minimum = ~10 (Best Practice: Minimum Clicks = 1/USP of Product)
*USP = Business Report > ASIN Detail > Unit Session Percentage
Recommended Action:
Negative EXACT match the search term at the Ad Group level to block further ads showing for this search term.
PPC Scope Implementation
PPCSCOPE
Analyze & Improve
Search Term Performance
Saved Filters
Zero Sale Search Terms [OPTIMIZATION]
Click [Filter] button
Select all checkboxes
Click [Add Selected as Negative Keyword] button
Set Match Type = Negative
Set Location = Ad Group
Click [Add to Change Manager] button
Click [Change Manager] menu (optional: open Change Manager in a new browser tab)
Changes Awaiting Implementation
Set Changeset Title = Zero Sale Search Terms [OPTIMIZATION]
Click [Push to Amazon Campaign Manager] button
TACTIC 2: Low Potential Search Terms (Low CTR)
Purpose: Block ads from showing on search terms that are not relevant to a target audience by negative matching terms that get a fair number of impressions but then people don’t click on your product when they see it.
Timing: Every 3 Weeks
Trigger:
Date Range = 60 days (Recommended)
Impressions Minimum = 1000
Orders Maximum = 0
CTR Maximum = 0.15
Recommended Action:
Negative EXACT match the search term at the Ad Group level to block further ads showing for this search term.
PPC Scope Implementation
PPCSCOPE
Analyze & Improve
Search Term Performance
Saved Filters
Low Potential Search Terms (low CTR) [OPTIMIZATION]
Click [Filter] button
Select all checkboxes
Click [Add Selected as Negative Keyword] button
Set Match Type = Negative
Set Location = Ad Group
Click [Add to Change Manager] button
Click [Change Manager] menu (optional: open Change Manager in a new browser tab)
Changes Awaiting Implementation
Set Changeset Title = Low Potential Search Terms (low CTR) [OPTIMIZATION]
Click [Push to Amazon Campaign Manager] button
TACTIC 3: Search Term Correction
Purpose: Correct converting search terms that have been over-optimized by being previously negative matched
Timing: Every 3 Weeks
Trigger:
Date Range = 60 days (Recommended)
Orders Minimum = 3
Net Minimum = 0
ASINs = Hide ASINs
Search Term Status = Show Completed Negatives Only
Recommended Action:
Archive the negative matched search terms to restore ads running:
PPC Scope > Analyze & Improve > Search Term Performance > Saved Filters = Search Term Correction> select Search Terms in results > [Archive Selected Negative Keyword]
PPC Scope Implementation
PPCSCOPE
Analyze & Improve
Search Term Performance
Saved Filters
Search Term Correction
Click [Filter] button
Select the checkbox next to each search term found in the export for this ad group
Click [Archive Selected Negative Keyword] Button
Click [Change Manager] menu (optional: open Change Manager in a new browser tab)
Changes Awaiting Implementation
Set Changeset Title = Search Term Correction
Click [Push to Amazon Campaign Manager] button
NOTE: If this over-optimization recurs, investigate for poor campaign structure that is causing both an optimization- and an expansion- signal to occur each week.
Tactics 4 to 6: Keyword Optimization for SPA
Tactics 7 to 10: Bid Optimizations for SPA