TACTIC 4: Zero Sale Keywords

Purpose: Reduce spend on new keywords not producing sales by pausing these keywords that are spending money but not driving 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:

Pause keywords spending money and not driving sales

PPC Scope Implementation

  1. PPCSCOPE

  2. Analyze & Improve

  3. Keyword Performance

  4. Saved Filters

  5. Zero Sale Keywords [OPTIMIZATION]

  6. Click [Filter] button

  7. Select all checkboxes

  8. At the bottom of the page, Set [Bid Change] menu = Pause Keyword

  9. Click [Apply]

  10. Click [Add to Change Manager] button

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

  12. Changes Awaiting Implementation

  13. Set Changeset Title = Pause Zero Sale Keywords

  14. Click [Push to Amazon Campaign Manager] button

TACTIC 5: Low Potential Keywords (Low CTR)

Purpose: Block ads from showing on keywords that are not collectively relevant to a target audience

Timing: Every 3 Weeks

Trigger:

  1. Date Range = 60 days (Recommended)

  2. Orders Maximum = 0

  3. Impressions Minimum = 1000

  4. CTR Maximum = 0.15

Recommended Action:

Reduce bid to $0.15 (alternatively, 1. Set bid to CPC, then 2. Reduce bid by 40%)

PPC Scope Implementation

  1. PPCSCOPE

  2. Analyze & Improve

  3. Keyword Performance

  4. Saved Filters

  5. Low Potential Keywords (low CTR) [OPTIMIZATION]

  6. Click [Filter] button

  7. Select all checkboxes

  8. At the bottom of the page, Set [Bid Change] menu = Change to

  9. Set the value field = 0.15

  10. Set [$/%] option = $

  11. Click [Apply]

  12. Click [Add to Change Manager] button

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

  14. Changes Awaiting Implementation

  15. Set Changeset Title = Low Potential Keywords (Low CTR) [OPTIMIZATION]

  16. Click [Push to Amazon Campaign Manager] button

TACTIC 6: Keyword Correction

Purpose: Identify keywords that have been over-optimized

Timing: Every 3 Weeks

Trigger:

  1. Date Range = 60 days (Recommended)

  2. ACoS Maximum = [Target ACoS] (Profit Margin before advertising - Profit margin after advertising)

  3. Bid < CPC (Current bid is less than or equal to current CPC)

Recommended Action:

Increase bid to CPC plus 10%

PPC Scope Implementation

  1. PPCSCOPE

  2. Analyze & Improve

  3. Keyword Performance

  4. Saved Filters

  5. Correcting Over-Optimized Keywords [CORRECTION]

  6. Click [Filter] button

  7. Select all checkboxes

  8. At the bottom of the page, Set [Bid Change] menu = Set to CPC plus

  9. Set the value field = 10 (Default)

  10. Set [$/%] option = % (Default)

  11. Click [Apply]

  12. Click [Add to Change Manager] button

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

  14. Changes Awaiting Implementation

  15. Set Changeset Title = Correcting Over-Optimized Keywords [CORRECTION] - (Increase by 40%)

  16. Click [Push to Amazon Campaign Manager] button

Tactics 1 to 3: Search Term Optimization for SPA

Tactics 7 to 10: Bid Optimizations for SPA

Special Considerations

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