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:

  1. Date Range = 60 days (Recommended)

  2. Orders Maximum = 0

  3. 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

  1. PPCSCOPE

  2. Analyze & Improve

  3. Search Term Performance

  4. Saved Filters

  5. Zero Sale Search Terms [OPTIMIZATION]

  6. Click [Filter] button

  7. Select all checkboxes

  8. Click [Add Selected as Negative Keyword] button

  9. Set Match Type = Negative

  10. Set Location = Ad Group

  11. Click [Add to Change Manager] button

  12. Click [Change Manager] menu (optional: open Change Manager in a new browser tab)

  13. Changes Awaiting Implementation

  14. Set Changeset Title = Zero Sale Search Terms [OPTIMIZATION]

  15. 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:

  1. Date Range = 60 days (Recommended)

  2. Impressions Minimum = 1000

  3. Orders Maximum = 0

  4. 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

  1. PPCSCOPE

  2. Analyze & Improve

  3. Search Term Performance

  4. Saved Filters

  5. Low Potential Search Terms (low CTR) [OPTIMIZATION]

  6. Click [Filter] button

  7. Select all checkboxes

  8. Click [Add Selected as Negative Keyword] button

  9. Set Match Type = Negative

  10. Set Location = Ad Group

  11. Click [Add to Change Manager] button

  12. Click [Change Manager] menu (optional: open Change Manager in a new browser tab)

  13. Changes Awaiting Implementation

  14. Set Changeset Title = Low Potential Search Terms (low CTR) [OPTIMIZATION]

  15. 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:

  1. Date Range = 60 days (Recommended)

  2. Orders Minimum = 3

  3. Net Minimum = 0

  4. ASINs = Hide ASINs

  5. 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

  1. PPCSCOPE

  2. Analyze & Improve

  3. Search Term Performance

  4. Saved Filters

  5. Search Term Correction

  6. Click [Filter] button

  7. Select the checkbox next to each search term found in the export for this ad group

  8. Click [Archive Selected Negative Keyword] Button

  9. Click [Change Manager] menu (optional: open Change Manager in a new browser tab)

  10. Changes Awaiting Implementation

  11. Set Changeset Title = Search Term Correction

  12. 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

Special Considerations

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