Launching a new product on Amazon can be daunting, but a well-executed PPC campaign is key to driving early sales and reviews. Amazon PPC allows you to target keywords and products related to your launch, bringing qualified traffic to your listing. By optimizing your ad copy, bids, and campaign settings, you can efficiently acquire customers and maximize your advertising ROI.
When launching, focus your PPC budget on your most important keywords. Leverage exact and phrase match to hone in on customers actively searching for your products. Use aggressive, automated bidding strategies to gain impression share. Closely monitor and optimize for conversion metrics like CTR and Cost Per Click to refine targeting and improve performance over time.
Conduct Thorough Keyword Research for Your Launch
Before launching any new product on Amazon, it is crucial to conduct thorough keyword research. This allows you to identify the right keywords and phrases that potential customers are searching for, so you can optimize your product listings and advertising campaigns accordingly. Here are some tips on how to effectively perform keyword research for an Amazon product launch:
Start by brainstorming a list of potential keywords around your product. Think about the features and benefits, uses, industry, target audience, and anything else relevant. You can use tools like Google’s keyword planner and Signalytic’s keyword extractor to generate more ideas. Look at keywords your competitors are ranking for as well. The goal is to come up with a comprehensive list of relevant keywords.
Next, use keyword research tools like those found in Brand Analytics (for inside Amazon data) or SEMrush, and Google Trends (for off-Amazon) to analyze your list further. Look at search volume data to identify high traffic keywords with decent competition. Make sure to include long-tail, mid-tail, and short-tail variations. Also look for keywords that buyers are more likely to use when searching for your type of product. Remove any low volume or irrelevant keywords.
Now organize your refined list of keywords into groups or ad campaigns. For example, you may have one campaign targeting product benefit keywords, another for industry terms, and another for broad product name keywords. Ensure each ad group contains closely related keywords. This helps maximize your Quality Score and ad performance later on.
As you build out your Amazon PPC campaigns, continually monitor keyword performance. Pause poorly performing keywords that are not driving conversions. Look for any new relevant keywords your product pages are ranking for organically and add those into campaigns. Expand on keywords that are converting well by adding similar phrases or bid modifiers.
Optimizing your Amazon PPC keyword research and organization is key for any new product launch. Taking the time to identify high-intent, informative buyer keywords will lead to lower costs and higher conversions. Refer back to keyword research as you grow your campaigns to identify new opportunities. With the right keywords, you can attract those searchers most likely to purchase your product.
Set Up Your Campaigns and Ads to Target Relevant Keywords
When setting up your Amazon PPC campaigns and ads, it’s crucial to target relevant keywords that your potential customers are searching for. This ensures your ads are being shown to users who are likely interested in your products. Start by brainstorming a list of keywords related to your products. Think about the features, benefits, common uses, etc. Then use Signalytics’ Keyword Extractor Tool, or Amazon’s Brand Analytics, to see which keywords have high search volume and low competition. These indicate keywords that are frequently searched by users but don’t have many competing ads, making them ideal targets.
Once you’ve compiled your list of targeted keywords, organize them into ad groups by theme. For example, you may have one ad group for keywords related to your product’s size, another for keywords about its durability, and another for keywords about compatible accessories. Creating tightly-themed ad groups allows you to craft tailored ads and bids for those specific keywords.
When building your ads, focus on creating compelling headlines and descriptions that speak directly to those ad group themes. Include your most important keywords in the headlines and descriptions so your ads are triggered by relevant searches. Also be sure to emphasize how your product delivers on the promise of that keyword – for example, if your keyword is “durable shoes,” your headline and description should highlight the long-lasting construction of your shoes.
Monitoring your campaign performance is also key. Look at which keywords are converting and which aren’t. Consider pausing or removing keywords with low conversion rates and expanding your targeting for high-converting keywords. You may also want to adjust your bids for certain keywords that are triggering your ads but not leading to sales. Over time, this helps refine your PPC campaigns to target the keywords that provide the best return on your ad spend.
Use Aggressive Bidding Strategies to Gain Impressions
When launching a new product on Amazon, using aggressive bidding strategies for your PPC campaigns can be an effective way to gain impressions and visibility quickly. Here are some tips on how to leverage aggressive bidding to your advantage:
First, set up different ad groups for each of your main keywords and product categories. This allows you to fine-tune bids for each ad group. For new products, you generally want to use broad match keywords so your ads show up for a wide range of searches. Apply aggressive bids to the ad groups for your most important keywords to push them higher in search results.
When setting your bids, aim for the top of page 1 or page 2 initially. Top of page 1 bids will be high, but this gives your new product the best exposure. You can lower bids later once your product starts gaining traffic. To determine bid prices, use Amazon’s suggested bid range as a starting point and test bid levels in increments to see what placement you get.
Take advantage of Amazon’s automatic targeting options, like “Product Targeting” which shows your ads to shoppers viewing specific products. Broaden your reach by allowing Amazon to show your ads on related products. The wider net you cast, the more potential impressions you can get.
Periodically adjust your bids based on performance. Raise bids on keywords driving traffic and sales, lower bids on less effective keywords. Eliminate any keywords not contributing to your goals. Amazon’s reports on impression share and click-through rates will indicate where you need to adjust.
Consider using placement targeting campaigns specifically focused on getting Product Display Ads on high-potential search result pages. You can select exact pages or use Amazon’s automated placement options. Aggressive bids here can help you gain placements on pages for top products and keywords.
Leverage Amazon’s recommendation tools like “Bid++” which will suggest optional bid increases on keywords to improve placement. While risky for established products, accepting aggressive “Bid++” recommendations can benefit new product launches.
Monitor your campaigns frequently and kill off any keywords not driving traffic. Pumping up bid prices is wasted spend if keywords have low relevance. Tightly focus your budget on the terms and placements delivering results.
In summary, bid aggressively on your most important keywords and product targets to get maximum impressions. But balance aggression with control – eliminate irrelevant areas and continually optimize bids based on real data.
Closely Monitor and Optimize Campaigns Based on Performance
When running Amazon PPC campaigns, it is crucial to closely monitor and optimize them based on performance data. This allows you to identify which keywords, ads and targeting options are working well, and double down on those, while cutting back on underperforming elements. Here are some tips for optimizing Amazon PPC campaigns based on performance:
Check campaign performance daily or every few days – Don’t just set it and forget it. Regularly analyze metrics like impressions, clicks, click through rate (CTR), cost per click (CPC), conversions and return on ad spend (ROAS). Look for trends over time. Identify high and low performing areas.
Review search terms report – See which search queries are driving clicks and conversions vs. few or no clicks. Expand bidding on high performing terms. Add negative keywords for low performing terms.
Adjust bids based on performance – For keywords driving conversions below your ROAS target, lower bids to reduce spend. For high performing keywords with good ROAS, increase bids to gain more impressions and clicks.
Refine targeting – Leverage Amazon’s robust targeting capabilities like product targeting, competitor conquesting and remarketing. Test layering on different targeting options to find the optimal mix.
Prune low performing keywords – Eliminate keywords that have low CTR, high CPC and no conversions over a testing period. Reallocate budget to better performing keywords.
Check impression share data – If impression share is low, it means your bid may be too low to consistently gain impressions. Consider raising bids on high value keywords where you want more exposure.
Monitor changes in competition – If you see new competitors advertising on your keywords, you may need to increase bids to maintain rank. Competitor bid changes impact auction dynamics.
Automate where possible – Use rules to automate bid adjustments based on performance. This saves time and optimizes at scale. Just be sure to still manually review as well.
By diligently tracking PPC metrics and optimizing campaigns, you can improve results over time and get more value from your Amazon advertising spend.
Conclusion: Amazon PPC is Vital for New Product Launch Success
Amazon PPC advertising is an essential part of any new product launch strategy on Amazon. Pay-per-click ads allow you to get your new products in front of motivated buyers right when they are searching for related items on Amazon. This helps generate those all-important initial sales and reviews that will propel organic rankings later on. There are several keys to using Amazon PPC effectively for new product launches.
First, make sure to set up a properly optimized PPC campaign specifically for your new product. This should include relevant keywords and tightly targeted ad groups so your ads show for searches highly related to your new offering. Use descriptive ad copy and headlines that explain the key features and benefits of your new product. Set an aggressive budget during the launch phase so your ads get ample exposure. Monitor performance closely and tweak targeting as needed.
Second, bid aggressively on your most important keywords during the launch window. This ensures your ads are showing at or near the top of search results for key product-related searches. Be willing to pay a higher cost-per-click initially to gain visibility and sales momentum. You can optimize bids later as you gather performance data.
Third, create PPC campaigns both for broad match keywords as well as exact and phrase match keywords. Broad match keywords cast a wider net and help you gauge interest and identify keyword opportunities. More specific phrase and exact match keywords deliver more targeted traffic once you identify winning keywords. Use negative keywords liberally to avoid irrelevant clicks.
Fourth, make good use of Amazon advertising features like product targeting, keyword insertion, and display ads. Product targeting lets you show ads to those viewing specific competing products. Keyword insertion dynamically inserts the word a shopper searches into your ad copy. Display ads give you banner placements across Amazon. Each can provide key visibility for new products.
Fifth, monitor PPC performance continuously and make frequent optimizations. Kill underperforming keywords or ad groups and further strengthen what is working well. Shifting budget to proven winners is key during launch. Dig into metrics like click-through rate and conversion rate to optimize both relevancy and sales effectiveness.
In summary, Amazon PPC is vital for new products because it provides instant visibility and sales traction. A well-planned and tightly managed PPC campaign, optimized continually during launch, will put your new product in front of motivated buyers right away, driving reviews and sparking organic success. Leverage PPC to its fullest during those critical early days.