4 tips for scaling your Amazon PPC

1)   Make sure you have full ad exposure 

 You must be utilizing SP, as well as HSAs, and PDAs. 

I see this pretty often, and it’s one of the easiest ways to leave money on the table. Sponsored products are easy to advertise, and they don’t require brand registry, so that’s the primary place Brands focus. Typically sellers under utilize HSAs and PDAs.

IF this is you, then consider this; Sponsored brands typically drive 30% of the sales that SP does. If you are driving 50k a month in SP you are leaving an extra15k on the table for another seller to take advantage of.

2)   Thoroughly analyze and optimize your SB campaigns

As any marketer knows, Content and Imagery make a difference, and that is the beauty of these ad types!

With Sponsored Brands you have more power to influence a consumer’s buying that you do with Sponsored Products. I highly recommend doing a lot of split testing with your SB campaigns. Test a lifestyle images in your HSA, test targeted content in your PDAs, test different variations in your headline. You have a lot of ways to increase conversion, you just need to find the right combination.

3)   Spend time on your keyword research and testing 

This one is a given, but too often I see a Brand only investing money in their brand name or their top 20 keywords in one match type. This may be a great way to influence immediate sales and potential ranking, but it is not a recommended long term strategy for anyone planning on scaling profitably.

It is not uncommon for my team to have a minimum of 300 keywords per ASIN in our campaigns. Why? We dig deep. There are often times when I scroll through a report and I just stop and try to figure out HOW a certain keyword drove a sale. Maybe its misspelled, or maybe it’s extremely long tail, but this is where we drive profitability. If you bid on enough low hanging fruit, those orders driven really start to add up and make a difference. 

4)   Automate your bid management

If your main goals are profitability and scale, I highly recommend automating your bid management. Manually managing bids across hundreds of keywords is extremely time consuming (and not scalable). If you are updating bids at the ad level, or relying on Bid plus, you are leaving money on the table, or giving too much of it to Amazon. When you automate, you are managing KW bids down to a science. You know your margins, and you know what CPC you are willing to spend in order to achieve your Target ACoS. 

Don't over complicate it!