Two Types of goals

• Scale revenue
• Optimize for Profits

Checkup

Two types of goals

Scale revenue

The first goal is scaling revenue. So you're in a phase where you want to increase the create campaigns, increase PPC spend, and get more sessions into the listing. Because remember, you launch campaigns, you get more impressions, you get more clicks, more sessions, get more conversions, and increase the revenue. Actions that we want to take for scaling the revenue are the following:

1. Bulk sheet optimization: Increase Bids
   • You go into the bulk sheet and you want to find all of the keywords that worked well and increase the bids for that. Or find the keywords that generated a lot of sales, and increase the bids for that. We're not looking to lower bids, but if there's stuff that's spending a lot of money and not making any sales, of course, we don't need to spend unnecessarily. If it's not making any sales, it's not going to work.
2. Check for profitable keywords in Search Term Report
   • take those keywords and launch them in new campaigns if they're unique. If we're not already targeting them in broad or phrase or exact, whatever match type we're unique in, take those search terms and launch them in new campaigns.
3. Launching new campaigns
   • Create new campaigns so you can get more sessions and more clicks and more sales.
4. Optimize newly launched campaigns.
   • Even though you are launching new campaigns, you still can't just let them go unchecked, right? We have to keep an eye out for them. So make sure that if we're in that scaling phase, we're at least keeping an eye out every single week on all of the newly optimized campaigns.
5. Scale campaigns budgets

• Scale the budgets for things that are working well. If the budget is $305 let's make it $500, let's make it $1000. Now these are all branded so it doesn't make a huge difference but if it wasn't branded our goal is to increase the budget to give it more breathing room to hopefully get more sessions from those campaigns.

1. Increase bid by placement.

   • Increase bid by placement. So if we have certain campaigns where we can see that the top of the search performs better than the rest of the search, we'll increase the bid by placement, allowing Amazon to spend more money for those placements, because we found that in the past, those placements performed well.

2. Launch sponsored brand, display, and video.

   • This is where we launch these additional campaigns, additional types of campaigns, so we can get more traffic and more sessions and all that stuff into the listing with different ad types. We don't know if it's going to work effectively, but we're trying.

3. Adding negatives

   • Even though we're in a scale revenue point, we don't want keywords that in auto brought on phrase that are spending a lot of money and not making any sales to just run and go unchecked. So obviously, we want to add those as negatives.

   Optimize for profits

   When you're trying to cut down on any of the spending and any of the keywords and all that stuff that didn't work out and only keep what worked.

   

   1. Bulk sheet optimization: decrease bids.

      • We're going to do a bulk sheet optimization, but in this case, we're going to lower the bids. Anything that has a high ACOS, anything that has spend and no sales, lowers the bids. We're not going to increase any bids, we're just optimizing for profit right now.

   2. Check for NON-profitable keywords in Search Term Report

      • Look for non-profitable search terms in the search term report for auto-broader phrase and add those as negatives.

   3. Adding negatives

      • Now we're going to add negatives and even though we're adding negatives when we're scaling revenue, we want to continue to add even more negatives. Maybe we'll get even more stringent with our criteria and say, if we usually scale revenue anything above 80% we add as negative, in this case maybe anything above 50% we add as a negative. Again, it depends on how we see the behavior and the performance.

   4. Check all campaigns and make sure we don’t have any keywords that haven’t spent money in the last 30 days and are on.

      • Check all the campaigns, make sure that we don't have any keywords that we're spending money on in the last 30 days that are on. So if there are keywords that are basically duds, let's turn those off. We're trying to clean up everything. Keywords in the last 30 days that didn't spend any money. You can go look, last 30 days, they're not spending money, what's the point of them being there? Let's turn those off.

   5. Decrease bid by placements.

      • Lower the bids by placement. So here we increase the bids by placement and we said this placement looks really good, let's increase the bids, let's get more performance out of it. In this case, we're going to decrease the bid by placement if this didn't work out.

   6. Turn off sponsored brands, displays, and videos.

      • We are tracking in our analytics sheet that we launched sponsor video, that we spent more money on sponsor video and all of that stuff and sponsor brand whatever, did that generate more total sales? If it did, great. Even though a campaign manager can say that you have an amazing ROAS, what about overall sales? We're doing $100 in spend, $500 in sales, we did $100 additional in sponsor brand and video whatever, what's our total sales? Is it 600 or is it 800, 1,000? That's how we measure if this is working and if it's not, let's turn those off, let's get leaner.

      Want a Quick Chat for you Brand ? Connect me here 👉

      Q&A Session or Consultation

      Checkup

      

      Here's the regular checkup actions that you're gonna do every single week.

      1. Ensure sponsored brand and display for all branded search terms.
         • Make sure that for all branded search terms, you have sponsor brand, sponsor display, sponsor video, sponsor product, everything, all of the different ad types for the brand name, because we wanna protect that brand name and show up everywhere. Make sure that you're targeting each other's products. So if we have four different variations, or four different products, make sure they're all targeting each other so we can upsell our stuff and then to block other competitors out.
      2. Ensure all campaigns are in a portfolio.
         • Make sure all of the campaigns are in a portfolio because that's good for organization. And that's basically how we look at a weekly optimization regular flow in terms of scaling revenue or optimizing for profit. Make sure these actions are being taken, at least all of these actions or all of these actions and always these actions every single week to make sure that we're hitting all the things that we need to be hitting.