General Strategy

1. Launch campaigns to discover new keywords and product targets.

<aside> 💡 You want to find as many keywords as possible. It's like finding all the possible baits that you can have when you're trying to go fish.

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• Start launching campaigns: Auto, Manual, Product Targeting, and all different types and forms in any way and combination you can think of to discover the most amount of keywords and product targets possible that your product is both indexed and relevant for so you can start targeting them.

2. Extract the keywords to target them.

• When you're running all these different campaigns, you're going to eventually run some search term reports and you're going to notice that some keywords are doing well and they're converting well for you.
• The next step is to extract those keywords or products and start targeting them because you want to control them, their bids, and you want to start monitoring them closely to determine which is a good keyword to start targeting.

3. Extract ASINs to target them

• This is the same as extracting the keywords except it's going to be with the products.

4. Optimize the bids regularly

• After launching campaigns where you're discovering a bunch of keywords and products (Step 1), and then you have all these Exact and Product Targeting campaigns that are targeting exact keywords (Step 2) and products (Step 3) that you want to target, this is your next step.
• Something that can be done every four days (some people do every seven days while some people do every two weeks), is to download the Bulk sheet which will have a compilation of all of your campaigns, keywords, and bids. You’ll want to start looking at the ACOS, clicks, and how much money you're spending, and how much sales each keyword is getting you.
  • For keywords where it's spending so much money but not getting enough sales, you might want to decrease the bid.
  • If it's getting a lot of sales and very little spend, maybe you wanna increase the bid a little bit more and see if you can get even more sales.

5. Test new strategies

<aside> 💡 There are a million ways and a million strategies but it's always good to constantly test new strategies.

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• You always wanna be testing different strategies:
  • You can take 10 very relevant keywords, put them all in one campaign as Broad.
  • A next step could be is to do each keyword in its own campaign as Broad.
  • The next step could be, let's do that with Phrase matches.
  • Something else could be, let's go in into Amazon, create a product Targeting campaign, and look at the suggested, and pick the ones that are out of stock, or pick the ones that have less than 4-star reviews.

• You know, there are a million ways and a million strategies but it's always good to constantly test new strategies because that's going to lead you back to Step 1 (discovering the keywords and targets) and Step 2 (extracting them and optimizing).

6. Refresh old keywords