The Full Question:
Hi Heath,
When you say move the keywords to their own campaign / ad group does this entail pausing the keyword in the current campaign/ad group and then setting this up in a new seperate campaign/ad group?
Thanks
The Answer:
Yes, it does. You don't want to move good keywords that perform well but there is no risk in moving ones that perform poorly.
There is a lot of advice that comes from a Google strategy called the Waterfall/Cascade System but it doesn't work with Amazon PPC. You can read about it in detail here:
In brief, the Google system states that if you have a good keyword performance in a Broad campaign, you negative match (block) it there and then target it in Phrase. Once it does well in Phrase, you block it there and then target the keyword in an Exact campaign.
Each time you move the keyword you risk wrecking its performance. There is no guarantee that a keyword's performance in one campaign will continue when placed in another.
Therefore, it is better to remove the poor performers of a campaign, keep the good keywords where they are, and if needed, give the campaign a new title to reflect the different strategy.
The reasons for poor performance might be that other keywords are eating all of the campaign budget. Poor keywords drag down the average metrics of a campaign so moving them out and giving them a second chance with their own budget can turn things around. You would pause them in the original campaign.
You cannot effectively determine the true performance of a keyword until you consider:
a) how much of the campaign budget is available to them
b) which search terms are being channeled through them and how relevant they are
c) whether there is any duplication of that keyword in the same ad group
d) and if the campaign has multiple ad groups in it and the budget isn't spread evenly across them.
Quite a bit to consider.
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 keyword duplication - Amazon PPC keywords - Amazon Ads Keyword Duplication - Should I negative match keywords in Amazon PPC? - Amazon PPC Management - Amazon Sponsored Ads Management
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