The Full Question:
Hi Heath, so I have run my initial Exact campaigns for a week and I can see in Cerebo reverse ASIN check that I am ranking for relevant keywords :) So hitting week two I now want to take the same keywords from my Exact campaigns and put them into Broad and Phrase campaigns - what CPC bids should I be putting in for them? Suggested or suggested + a %? Also in terms of daily budgets at campaign level - if we are trying to reign in expenditure would we reduce daily budgets for the Exact campaigns we launched with and then have the Broad and Phrase campaigns at a higher daily budget than the Exact?
I know once I have the Broad and Phrase running I then need to be looking at the converting keywords and putting them into Exact campaigns. I am assuming that like the original Exact campaigns I have set up I would put CPC bid at double the suggested bid? Would I then give those Exact campaigns a week or so to run, like the original launch ones, and then put those keywords into Broad and Phrase campaigns? Again at what CPC bids? Hope that makes sense?!? Throughout the life of the product is this is a rolling process that you would continue to do i.e. find converting keyword, put it in Exact, then after a while put in Broad and Phrase but perhaps say the frequency would change to say monthly as keywords get less and less?
Thanks so much,
The Answer:
Thanks for the questions. I will try to answer them in the order that you wrote them.
If you have had some orders from the Exact, I would set the bid around the CPC and your ACoS target e.g. if a CPC was $1 and the ACoS was 20% (and this is your target) you would add the same keyword to Broad & Phrase at $1 - if you haven't had orders but clicks; for keywords with 8-10+ clicks and zero sales, I would target at around 40% of their CPC.
You want to have the bids as the same in Broad, and Phrase. If you were not launching and had a bunch of keywords to target, you would also set Exact at the same bid - each with the same budget. Let the algorithm show you where the successes will be. Before you reduce bids in the launch campaign you need to be sure that you are not affecting the organic rank. You would be better at ring-fencing the successful keywords and putting the zero-clicked ones into another campaign.
"I know once I have the Broad and Phrase running I then need to be looking at the converting keywords and putting them into Exact campaigns." Yes, and after the initial launch you can also add them as Broad and Phrase.
"I am assuming that like the original Exact campaigns I have set up I would put CPC bid at double the suggested bid?" You would put them at the CPC of the orders based on ACoS, or if they are new keywords base it somewhere around the CPC that gives you the ACoS you want, give it a week or two to assess whether this gets you ad impressions and clicks.
You want to take advantage of a search term's honeymoon period. If you haven't got more orders for that new search term within 7-10 days you will see a drop in its organic rank - so you target them ASAP so that the algo sees more sales and it then improves visibility [rank].
Need help with your Amazon PPC Management?
If you can't stand the stress of managing them anymore, or you wish you could get on and focus on what you love about your Amazon work, feel free to get in touch at heath AT amazonalchemist.com. I might be able to help.
Tags - Amazon product launch - low budget launches using Amazon PPC - Amazon ads with little money - Amazon PPC Management - Amazon PPC Campaigns - Amazon bid management
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