Why you need an Optimization Strategy?

Stage 1 Bulksheet Bid Optimization

Stage 2 SEARCH TERM REPORT KEYWORD OPTIMIZATION

Stage 3 Placement Reports

Stage 4 Campaign Budget Optimization

Why you need an Optimization Strategy?

<aside> 💡 Optimal PPC performance requires frequent and consistent optimization. Sellers who actively and efficiently  optimize  their  ad  campaigns  almost always see better results.

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First, consider the 2 main goals of PPC:

1. To drive traffic for the minimum cost possible
2. Improve organic rank for long-term sales with no advertising costs

A well-defined optimization strategy to “fine-tune” PPC campaigns aimed at lowering the ad spend while increasing traffic has a proportional impact on organic rank and, when combined, will achieve a higher sales volume with a desirable return on ad spend (RoAS). While there are many ways to optimize PPC campaigns, we find the most effective approach is to break it down into 4 stages. By keeping to a weekly schedule of optimizing and reporting, we are able to maintain control over marketing performance and profitability.

STAGE 1 BULKSHEET BID OPTIMIZATION

Determine which keywords drive action and convert and which keywords are having a negative impact on campaign performance. The goal is to set keyword bids as low as possible while still maintaining results by: Building on what’s running profitably to drive more traffic and increase profitable sales. Cut back on wasted ad spend, sending budget to the more profitable keywords and effectively improving campaign performance. Amazon’s bulksheets simplifies bid optimization by enabling bid adjustments to be made across multiple campaigns all at once.

Optimization step 1 – Keywords with a good ACoS

• If a keyword is performing below target ACoS, incrementally increase the bid in small amounts.
• Increases in bids will drive more traffic and increase sales velocity

Optimization step 2 – Keywords with a poor ACoS

• If a keyword is performing above target ACoS, incrementally decrease the bid in small amounts.
• Reducing bids decreases ACoS and lowers wasted ad spend.

Optimization Step 3 – Non Converting Keywords