Amazon PPC AMA Live Q&A with Marissa Linzey and Elizabeth Greene

TL;DR

Amazon advertising agency Jungler provides expert advice and strategies for brands looking to grow their business with Amazon ads.

Transcript

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Key Insights

• 🫠 Analyzing the performance of each individual product is crucial in determining the success of Amazon ad campaigns.
• 🫠 It's important to optimize ad spend by adjusting bids, budgets, and negative keywords.
• ❓ Consider the value proposition of your products and how they compare to competitors when determining pricing strategies.
• 🫠 Building a strong foundation outside of Amazon, such as branding and having a website, can support the success of Amazon ad campaigns.
• 🫠 Tracking and analyzing ad performance, organic sales, and specific metrics like ACoS and conversion rates are essential for optimization.
• 🫠 Ad campaign structure should be tailored to each product's performance and goals.
• 🎮 Broad match keywords can be effective, but they should be complemented with other match types for better control and efficiency.
• ❓ Monitoring price impressions and maintaining consistent pricing across channels is important to avoid Amazon's price gouging policies.

Questions & Answers

Q: How can I run more controlled and cost-effective ads when using broad match keywords?

One strategy is to set up an ad structure that is not solely reliant on broad match keywords. Analyze the performance of each product and focus on fixing inefficiencies in products that have high contributions to total sales but poor ad performance.

Q: Should I lower bids for broad match keywords that are not performing well?

Yes, lowering bids for poorly performing broad match keywords can help optimize ad spend. It's also important to keep up with negative keyword management to ensure you are not wasting budget on irrelevant clicks.

Q: How many campaigns should I have for each SKU?

The number of campaigns per SKU can vary depending on the product and its performance. Start by focusing on the best-selling products and expanding from there. Create variation-specific campaigns for keywords that are relevant to specific variations.

Q: How do I track the impact of my Amazon ads on organic sales?

Use tools like Merchant Spring or Data Rover to track keyword rankings and organic sales over time. Be consistent with tracking and analyze any changes in the ad-to-organic sales ratio to see the impact of your ads on organic performance.

Summary & Key Takeaways

• Jungler is an Amazon advertising agency focused on helping brands with annual revenue between $1 million and $5 million achieve growth through effective advertising strategies.

• The agency emphasizes the importance of setting up a structured ad campaign that is not solely reliant on broad match keywords in order to achieve more control and lower cost ads.

• They recommend analyzing the performance of each product and focusing on fixing inefficiencies in high-contributing products that have poor ad performance.

• when it comes to bid adjustments, they suggest lowering bids for keywords that are not performing well and considering exact match or down only bids if necessary.