PPC Q&A with Better AMS Destaney Wishon -AMA | Summary and Q&A

TL;DR

Learn about effective PPC strategies for Amazon advertising, including bidding strategies, keyword targeting, campaign segmentation, and optimization tips.

Key Insights

• ✋ Segmenting campaigns based on variations and targeting high-value keywords is crucial for successful PPC campaigns.
• 💡 Understanding the correlation between bids, conversion rates, and ACOS (advertising cost of sales) is essential for bid optimization.
• ☠️ Optimizing images and product content is critical for enhancing click-through rates and conversion rates.
• 🫠 Leveraging different ad types, such as sponsored products and sponsored brands, can help maximize visibility and sales.
• 👨‍🔬 Paying attention to search term reports, impression share reports, and other relevant metrics can provide insights for campaign optimization.
• 😘 Long-tail keywords and lower competition can be effective strategies for launching products with limited budgets.
• ⚖️ Balancing budget allocation between defensive (brand) and offensive (generic) campaigns is crucial for maintaining market share.
• 🖐️ External traffic and off-platform strategies, such as Google Ads, can play a role in improving organic rankings.
• 👨‍🔬 Leveraging tools and software for bid management and keyword research can streamline campaign optimization.

Transcript

so so so what going live here in seven minutes with destiny wish on a better ams start asking your ppc questions now foreign what two do so so so uh welcome to the my amazon guy podcast today we've got a special guest destiny wishon with better ams and we're here to answer your ppc questions thanks for coming on destiny excited to be here thank you... Read More

Questions & Answers

Q: What does PPC stand for and how does it work on Amazon?

PPC stands for pay-per-click, where advertisers pay only when someone clicks on their ads. On Amazon, advertisers can use different ad types, such as sponsored products and sponsored brands, to promote their products and drive sales.

Q: How can one run PPC campaigns without accessing the seller's account?

It is best to have user access to the seller's account, but if that is not possible, using a software login or relying on reports can be alternatives. However, limited access might pose challenges in managing and optimizing campaigns effectively.

Q: What are the best advertising reports to monitor and optimize campaign performance?

The search term report is a crucial tool to analyze the performance of specific keywords. Additionally, the impression share report can provide valuable insights into market share and growth opportunities. Other reports, such as sponsored brands category reports, can help assess competitive performance and market trends.

Q: How can one effectively target keywords for a product launch with a limited budget?

When launching a product with a limited budget, it is recommended to focus on long-tail keywords with lower competition. This allows for more targeted and cost-effective advertising, maximizing the chances of conversions.

Q: How can sponsored video ads comply with Amazon's regulations and avoid IP infringement?

Advertisers should ensure their video ads follow Amazon's guidelines and do not infringe on any intellectual property rights. Avoiding direct associations with copyrighted content and focusing on native, platform-specific ads can help maintain compliance.

Summary & Key Takeaways

• PPC expert Destiny Wishon shares insights on running successful PPC campaigns on Amazon.

• She recommends segmenting campaigns based on different variations and targeting high-value keywords for ranking.

• Destiny emphasizes the importance of optimizing bids, conversion rates, and click-through rates to enhance campaign performance.

• She suggests leveraging different ad types, such as sponsored products and sponsored brands, to maximize visibility and sales.