New Sellers’ PPC Approach for Q4 - PPC Q&A with Matthew Davis and Faith Denniston - Sept 13, 2022 | Summary and Q&A

TL;DR

This Amazon podcast Q&A session covers topics such as PPC strategies, brand management, and optimizing campaigns to improve organic ranking and sales.

Key Insights

• 🆘 Structuring campaigns with intention and targeting can help optimize PPC performance.
• 🫠 Sponsored display ads can be effective for niche products, but targeting and competitor analysis are crucial.
• 👨‍🔬 Monitoring and analyzing data from search term reports can guide campaign optimization.
• 🤩 The importance of matching key metrics, such as conversion rates, budgets, and bids, to maximize profitability.
• 👨‍🔬 Balancing organic and PPC strategies based on search volume, competition, and market conditions.
• 👨‍🔬 Leveraging data tools and Amazon's internal data analysis capabilities for competitor research and optimization.
• ⚾ Continuous monitoring and adjustment of campaigns based on performance and feedback from the Amazon platform.

Transcript

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Questions & Answers

Q: If I negative exact a keyword, will I still get impressions for variations of that keyword?

When a keyword is negative exact, it means that the ad spend won't be directed towards that exact term. However, variations or phrases related to the keyword may still receive impressions.

Q: Should I continue running sponsored display ads for a niche product with low success in sponsored product PPC campaigns?

Sponsored display ads can be effective, but niche products may require specific targeting and strategies. It is recommended to target competitors or related keywords, and optimize campaigns based on competitor analysis and conversions.

Q: How can I solve the issue of consistently receiving "out of stock" notices on my Amazon account when I have enough inventory?

The reason for the out of stock notices can vary. It is recommended to investigate if it is a notification from Amazon or if it is displayed on the Amazon detail page. Factors such as inventory movement or communication with Amazon seller support may be necessary to resolve the issue.

Q: If my product is already ranking high, should I still run PPC campaigns to increase visibility or will it negatively impact organic ranking?

Running PPC campaigns can help increase visibility and take up more real estate on Amazon. It is unlikely to negatively impact organic ranking if the campaigns are well targeted. Starting with low bids and monitoring performance can optimize the PPC strategy.

Q: What advice do you have for finding the right niche, especially during an economic downturn in Europe?

During a downturn, it is important to proceed with caution. Luxury items may have more difficulty breaking into the market, so research and competitor analysis are crucial to identify niches with growth potential. There is no one-size-fits-all approach, and market conditions should be considered for each individual case.

Q: If I have multiple campaigns targeting similar keywords, will they cannibalize each other's performance?

It depends on the match type and structure of the campaigns. Using exact match keywords in different campaigns should not cannibalize performance, while broader match types may have overlapping impressions. Structuring campaigns with intention and controlling bids can help optimize performance.

Q: How often should I update backend keywords and alt text to improve organic indexing?

Monthly updates are recommended to keep up with market behavior and customer search trends. Updates in backend keywords and alt text can help improve organic indexing and increase the relevance of the listing.

Summary & Key Takeaways

• The podcast begins with announcements about upcoming events and the opportunity to ask Amazon-related questions.

• Questions from listeners cover topics such as negative exact keywords, running PPC campaigns for already high-ranking keywords, dealing with out of stock issues, and choosing a niche in a bad economy.

• The host and guest experts provide detailed answers and suggestions for each question, covering various aspects of Amazon advertising and brand management.

• The importance of structuring campaigns, using sponsored display ads, bidding strategies, and the significance of data analysis are emphasized throughout the podcast.