Amazon PPC AMA Live Q&A with Marissa Linzey and Steven Pope

TL;DR

Prime Day PPC strategies require optimization of listings, careful keyword selection, and monitoring of ad campaigns.

Transcript

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Key Insights

• 👨‍🔬 Regularly downloading search term reports is essential for understanding keyword performance and identifying trends.
• 💁 Combining data from multiple reports can provide a more comprehensive analysis of keyword performance and help inform bidding strategies.
• 🫠 Organically targeted keywords should be included in ad campaigns to ensure consistent growth and performance across all channels.
• 🉐 Google Sheets and Excel are both viable options for combining and analyzing data from multiple reports, with each offering its own advantages.

Questions & Answers

Q: How often should I download search term reports and combine data from multiple reports?

Search term reports should be downloaded regularly, with additional reports pulled after viral events like Prime Day. Combining data from multiple reports can provide a more comprehensive analysis of keyword performance and trends.

Q: How should I use my organic keywords in my ad bid strategy?

Organic keywords should be included in your ad campaigns to ensure consistent growth and performance across both organic and sponsored channels. This will help maintain a balanced approach to your advertising strategy.

Q: How can I determine which keywords actually convert?

You can find this information in your own brand analytics, specifically in the search query performance report. This report analyzes the impressions, clicks, add-to-carts, and purchases for specific keywords, allowing you to identify which ones are driving conversions.

Q: Should I lower my keyword bids if I'm not getting placement in ad campaigns?

Lowering your bids might be necessary, especially if you're not getting enough impressions or conversions. However, it's important to carefully analyze your bids and determine if there are other factors affecting your placement, such as relevancy or ad quality.

Summary & Key Takeaways

• Prime Day is a stressful but potentially profitable time for sellers, and it requires careful planning and execution of PPC strategies.

• Search term reports should be regularly downloaded to analyze keyword performance, especially during viral events like Prime Day.

• Using organic keywords in ad campaigns can help ensure consistent growth and performance across both organic and sponsored channels.

• It is recommended to use Google Sheets for combining and analyzing data from multiple reports, but Excel offers more advanced tools.

• Titles, bullets, and backend keywords should be included in ad bid strategies to ensure that organic and sponsored keywords work together effectively.