Changing The Manufacturer Attribute on an ASIN - Weekly PPC Q&A with Matt Davis and Faith Denniston

TL;DR

In this Amazon Weekly Podcast Q&A session, the hosts answer questions related to Amazon advertising campaigns, strategies, and tactics. They discuss topics like targeting match types, bid control, brand registry, PPC costs during Q4, and more.

Transcript

we'll be going live in 10 minutes this is my Amazon guys weekly Tuesday podcast starting at 5 PM EST every Tuesday foreign thank you foreign thank you foreign thank you foreign thank you foreign [Applause] foreign [Applause] foreign foreign [Applause] [Applause] [Applause] [Applause] [Applause] thank you thank you foreign we will be going live in u... Read More

Key Insights

• ⚾ Different match types offer varying benefits and should be used strategically based on keyword performance.
• 🎮 Bid control is crucial for managing PPC costs and ensuring efficient campaign performance.
• 🍵 Brand registry is essential for protecting brand integrity and handling unauthorized sellers.
• 💝 Q4 will likely see high PPC costs for gift and seasonal keywords, but targeting long-tail keywords and using modified match types can help optimize campaigns.

Questions & Answers

Q: When extracting search terms and moving to manual targeting, should I target the given keyword in all match types or just exact?

The match type to use depends on the value and profitability of the keyword. Starting with a broad match modified or phrase match is recommended, but if the numbers are strong, targeting exact match can be effective. The strategy should be to target liberally and bid conservatively.

Q: When setting bids for extracted search terms, should I base them on the CPC of the given term from the search term report?

No, the CPC from the search term report might come from a different match type. Instead, consider the historic data, bid ranges, and ACOS (Advertising Cost of Sale). ACOS and conversion rate are more important than CPC in determining bid strategies.

Q: Should I make a concerted effort to avoid targeting the same keyword in other campaigns if I consistently pull search term reports?

While some prefer hyper-segmentation, targeting a keyword in multiple campaigns is not necessarily problematic. The key is to use bids strategically and use the structure of campaigns and ad groups to divert traffic where you want it. Focus on ACOS and bid aggressiveness to determine keyword targeting.

Q: How can I use Amazon DSP effectively, and does it help with organic ranking?

Amazon DSP provides access to external markets and detailed reporting insights. It is beneficial for expanding reach and gaining visibility beyond Amazon's platform. However, it is not directly related to organic ranking. The strategy should depend on individual marketing goals and brand maturity.

Summary & Key Takeaways

• The hosts discuss the different match types to use in Amazon advertising campaigns, such as exact match, broad match modified, and phrase match.

• They provide insights on bid control and how it can help optimize campaign performance and manage costs effectively.

• The importance of brand registry in handling unauthorized sellers and protecting brand integrity is emphasized.

• PPC costs are expected to be high during Q4 for gift and seasonal keywords, so using long-tail keywords and broad match modified campaigns can help target specific and relevant searches.