Digital Marketing SEO

Optimize Amazon PPC Advertising Campaigns Using The Same Type Of Keywords

What is going on beautiful people? I hope you are having an amazing day because in this video,   we are going to talk about how you can optimize your Amazon PPC campaigns using the same keywords.   So I received a really good question from one of my students in my Advanced PPC training.  

She asked me, “Tamara,

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Optimize Amazon PPC

how do I optimize these keywords if they have the exact same   meaning?

I want to go over how you can optimize your Amazon PPC campaigns if you see similar keywords with the same meaning. Right here, I have an example for you,   you guys already know that I love my shark tooth necklace. I use this product as a dummy product   on my channel to explain to you guys how to better optimize your campaigns. Today, we have the shark   tooth necklace and I want to point out something that is very important that a lot of new, beginner   Amazon sellers overlook. And that is how to optimize these keywords if they are the same.

If   we look at the keywords right here for the shark tooth necklace, you see my necklace right here.   We have the keyword shark tooth necklace. These keywords are keywords that I’ve pulled out   from my automatic search term report. You guys all know how this report looks like,   you should all have one for yourselves. And you download this report within Seller Central.   Every few days, you would download this report, make sure that the customer search terms   are relevant to your product. And this is how you can further optimize your campaigns. Now before we   get into that, I chose these keywords from the customer search terms that I found right here   because they have the same meaning. Right here, we have a customer searching shark tooth necklace. And then we have someone else searching necklace shark tooth, shark teeth necklace, shark tooth,   which is one word which is misspelled, necklace, shark’s tooth necklace. When I look at   all of these 5 keywords and I am sure there are many more, I just didn’t go through the entire   list right here. But I am sure there are so many other keywords that mean exactly the same thing   but they are spelt differently. They are spelt in different types of phrases when the customers are   searching on Amazon. One of the biggest mistakes that I see happening with Amazon sellers today   is that they treat all of these keywords the same just because they have the exact same   meaning.

But what I am here to tell you today is that you cannot treat these keywords the same.   What do I mean by that? If I go to my advertising search term report right here,   this is shark tooth necklace. And this is the information that we gathered from the keyword   shark tooth necklace. It has an ACOS of about 17% and a 7 day total sales, we made over $300   right here. Now, the biggest mistake that people are making is that they are treating this keyword   exactly the same as these keywords. If I were to better explain this to you, actually I am   going to change this right here, it’s kind of bothering me.

How do I optimize these keywords if   they… have the same meaning? What you want to do is you cannot treat   this keyword like these ones. If I take this one, necklace shark tooth, and I go in here,   and let’s just find that. Necklace shark tooth. It’s right here. You see how this   data is completely different? Let’s just highlight this orange. This gave me an ACOS of 6.5%   and 7 day total sales, I made $9.95 in sales. Either though these keywords mean exactly   the same thing, they are both shark tooth necklaces. But they are spelt differently,   it is a different keyword and therefore, you need to treat this differently.

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If you were to build   your manual PPC campaigns, if you were to build a broad campaign, a phrase campaign, or an exact   campaign, you have to be putting in these two different phrases in each of those campaigns if   that is what you are trying to do. If you were to put shark tooth necklace in a broad campaign, yes,   it can catch a different phrase such as necklace shark tooth, it’s just spelt the other way,   right? But you should still be testing these two separately in a broad campaign and the other two   manual campaigns. And the reason why you do that is because this is what came up in an automatic   campaign.

Yes, I know they have the same meaning but you still need to test these two phrases in   two separate sets of keywords. Same with these three keywords that we see right here. All 5 of   these, if you were to run a manual PPC campaign, should be tested separately because it was   found separately in your automatic campaign. Now, I am not sure if everybody agrees with me here but   this is exactly what I have been doing and if you guys have been following me on Instagram,   you know that I post a lot of results with a super low ACOS. And that is all from exactly I   am doing right here. Instead of treating 5 of these keywords to be exactly like 1 keyword,   I am building separately 5 different keywords in my campaigns. Let me show you how to do this.   Alright, now we are inside of my campaign manager and I did was click on create campaign   which brings me to a new campaign right here.

 Now, just remember, this is an example for   you but I want to show you how I set this up. Campaign name, we can name it whatever you want,   start and end time, you can start it whenever you’d like. Daily budget, just put down $25,   whatever, we are just going with an example right here. Choose manual targeting because   we are building a manual PPC campaign based off the keywords that we found from our   automatic search term report. If we go back here and just scroll down, by the way, you should be   selecting dynamic bids down only or fixed bids. I do have a strategy for this in my Advanced PPC   training course.

But long story short, if you don’t know what these means, then just click on   Learn more. But if you don’t want your ACOS to go through the roof, then just stick with dynamic or   click on fixed bids and then set your fixed bids. I am just going to stick with dynamic bids down   only for this tutorial, scroll down, name your ad group to be whatever you want, select your   product right here under Products, scroll down and right here, we are going to do keyword targeting.   You want to click on Enter list, and then how I like to organize all of my manual PPC campaigns   is to only run one campaign for each match type. I will have one campaign that is broad.   And then I would have one campaign that is phrase. 

 

Amazon PPC Advertising

And then I will create another one that is exact.   The reason why you want to do this and I have mentioned this before, is that it’s easier for   you to organize when you look at your data. When you download your search term report,   you can easily select, “okay, this campaign is for broad keywords, this campaign is for phrase, this   campaign is for exact.” You get the idea. If you are interested in seeing a full step by step set   up for your Amazon PPC campaigns, then I recommend this video right here when I did in the past   on how to set up your initial campaigns to start gathering some data. Now, let’s go back here.   Let’s pretend this is our broad campaign and for the bid, we are just going to stick with suggested   bid.

Every single time you are testing new campaigns, you want to stick with suggested and   then, depending on the results and what you get, you can decide to do custom bid or default bid.   Right here, we are just going to drop these 5 keywords. I am just going to copy and then paste.   Now, all you do is click on add keywords and the suggested bid is 75 cents. Alright, that’s fine.   And it looks like this keyword wasn’t copied over successfully, I think it’s because of the hyphen   right here but it does not matter. Let’s pretend that never existed. But you get the idea. You want   to copy the 5 keywords that are exactly the same, right? They all mean shark tooth necklace. They   are just spelt in different phrases and then you want to test them in your manual PPC campaigns. 

  Like I said, they all have the same meaning but you should still test these in different phrases   to see which one will give you the lowest ACOS. After this, you click on launch campaign and   that’s it. Now, you should be keeping an eye out on how your campaigns perform. Because depending   on how they perform, how low the ACOS is, or how high the ACOS is, you should be downloading your   search term reports every single day. I like to do it once a day. You can do it every two days.  

It doesn’t matter that much but my main point is, do not just take off and go on vacation or   else your ACOS will shoot through the roof. What you want to do is look at this data   and then start optimizing. Which keywords have a high ACOS and which phrases that you put in here   can be put into the negative keywords? Negative phrase or negative exact? If you need help with   understanding the difference between negative phrase keywords or negative exact match keywords,   then I suggest you to go back to this video right here where I explain to you the difference between   negative exact and negative phrase. If you were to optimize your keywords right here, and you   do not know if you should put this keyword into the negative exact or negative phrase, you are   going to be in big trouble.

Because the more you optimize, sometimes you could be over optimizing.   And if you over optimize, which happens to many of us when we are trying to optimize this data,   you will end up with no data. Because you are now putting in some many keywords into the negative   that don’t really belong in the negative keywords. Therefore, you are going to get zero impressions,   zero clicks, and zero sales. Alright, let’s go over everything that we learned. When you are   pulling out keywords from your advertising search term report, even though they mean the same thing   which they do, right? They all have the same meaning right here. It is the same meaning,   right? You still have to treat it differently. If we take your product for example,   if your search term report has keywords like beach ball, summer time beach ball,   ball for the beach.

You see, they all the same meaning which is a beach ball   but they need to be treated differently so you can get the best data from your manual PPC campaigns.   Also, you may be wondering, “okay, Tamara, this is great, but if we put all of these keywords   across broad, phrase, and exact match campaigns, won’t they bid against each other?” Well,   lucky for you, I made a video right here where I talk about keywords that are the same and that you   place across all your manual PPC campaigns, and how they may or may not bid against each other. 

  You don’t want to miss that video and that is the one right here. I hope this video has helped   you today because I know a lot of people are making the same mistake and they are treating   the similar keywords exactly the same but don’t do that you guys. You want to treat these keywords   differently and run the keywords separately so you can analyze the different ACOS that comes up for   these keywords. Please help me give this video a huge thumbs up.

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