Even probably the most seasoned search marketer will possible discover promoting on Amazon to be a problem. The Amazon Advertising UI is a platform in its infancy. While the platform has developed fairly a bit within the final two years, it nonetheless has a great distance to go earlier than it could typically be described as “user-friendly”.
I’ve been on the SEM recreation for fairly some time now, growing methods and structuring campaigns for advertisers massive and small since 2009. In 2017, I began to handle Amazon Advertising campaigns for a number of of our purchasers. I used to be shocked to discover that the platform appeared to be a very good 10-15 years behind the likes of Google or Bing.
The most important challenges I confronted on the platform had been with reporting and executing optimizations effectively.
- The UI lacks flexibility in reporting, making it tough to acquire significant insights in an environment friendly means.
- The platform is tough to navigate, making it not possible to implement good optimizations at scale.
- An overly advanced marketing campaign structure will make every day/weekly optimization efforts extremely tough.
In the start, I struggled, however ultimately, I developed a way of structuring Amazon Advertising campaigns which have enabled me to handle, analyze, optimize, and report extra successfully and effectively.
In this text, I share my method to marketing campaign structure on the Amazon Advertising platform. My hope is that these methods will show you how to to arrange your Amazon PPC campaigns to work round among the distinctive challenges posed by the platform.
To display my method, I’ll stroll by way of the marketing campaign improvement course of for a fictional advertiser promoting t-shirts, denims, and sneakers on Amazon.
The under desk is the ultimate marketing campaign structure we’ll arrive at.
Now let’s stroll by way of the method of how we’ll get there.
Step one: Product categorization primarily based on the Amazon Standard Identification Number (ASIN)
When constructing out campaigns for a brand new advertiser, my first step is to group all ASINs into product classes outlined on my own. The function of that is to take an account, which will encompass lots of of ASINs, and phase it into extra manageable buckets of ASINs.
The product categorization will inform marketing campaign structure, reporting and bid administration. ASINs inside a product class will probably be managed throughout the identical group of campaigns.
ASINs must be categorized primarily based on:
1. Logical product grouping
Keep the categorization high-level to enable environment friendly administration. Further phase product classes down the highway primarily based on efficiency information, as wanted.
2. Product value vary
If you may be managing your campaigns to a goal Return On Advertisement Spending (ROAS) then preliminary key phrase bids must be set primarily based on the worth vary of goal ASINs. By making use of an assumed conversion price to the common value per order you’ll be able to calculate the key phrase bid vary that can enable you to attain your goal ROAS. However, for this to be correct, the goal ASINs inside a marketing campaign should be in the identical value vary.
A significant limitation of the Amazon Advertising UI is the shortage of strong reporting choices. If ASINs from completely different product classes are marketed collectively inside one marketing campaign, it may be very tough to report on the efficiency of various product classes. For this motive, it’s vital to suppose by way of the way you’d like to view the efficiency from a product class perspective.
To handle this, I comply with a normal rule by which I solely promote ASINs from the identical product class inside a given marketing campaign. This permits me to populate a report template that I’ve created which aggregates campaign-level information primarily based on the product class. Because my report template relies on campaign-level information, reporting wants must also inform product categorization.
Using the under product categorization for example, if it is vital to present efficiency of “Straight Fit” vs. “Boot Cut” vs. “Skinny Jeans” regularly, then the product class, “Jeans” must be segmented into “Jeans_Straight Fit”, “Jeans_Boot Cut”, and “Jeans_Skinny”.
However, if that degree of granularity just isn’t required for reporting, then the ASINs must be categorized at a better degree, “Jeans”.
Initially preserving the product categorization high-level, the place doable, is really helpful for a very good motive. It will decrease the variety of campaigns and make for a extra manageable account general. Once the campaigns are dwell and have collected a ample quantity of clicks, the evaluation could present information that makes the case for additional segmentation. More granular marketing campaign segmentation must be carried out as soon as there may be information behind the choice.
Step two: Target ASIN choice
The subsequent step is to choose the ASINs you’ll goal for every product class. Each product class will probably be supported with a number of campaigns supporting the identical group of ASINs.
Select 5 to ten ASINs for every product class. If you solely choose one ASIN to goal inside a product class, then you’re limiting your attain. This is as a result of Sponsored Product campaigns could show a number of ASIN advert placements for a single search question, however provided that a number of ASINs are focused throughout the marketing campaign. Additionally, so as to run sponsored model campaigns, you’re required to goal not less than three ASINs.
Test and study method
If you choose greater than 10 ASINs to goal throughout the identical marketing campaign, then reporting and optimization develop into tougher to keep. If many ASINs match inside a product class, choose your 10 bestselling ASINs to goal initially. Run your marketing campaign for one month and analyze the ASIN efficiency. Then, maintain your high 5 performing ASINs and swap out the opposite 5 with different ASINs throughout the class to be examined towards the highest performers. Repeat this course of till all ASINs throughout the class have been examined.
Select “Retail Ready” ASINs
“Retail Ready” is a time period coined by Amazon which refers to a listing of standards that an ASIN ought to meet earlier than being included in an promoting marketing campaign. An ASIN that’s deemed “Retail Ready” has met these standards. Some objects on that record are as follows:
- At least 15 evaluations with a mean score of three.5+ stars
- ASIN is “in-stock”
- Clear and correct product content material with character limits maximized
- Includes not less than 5 high-quality photos
Step three: Campaign build-out
The subsequent step is to build-out your campaigns. Each product class will probably be supported by a number of campaigns concentrating on the identical group of ASINs. The function of working a number of campaigns to assist one product class is to communicate to customers at every stage of the trail to buy. Each marketing campaign serves a selected function to construct model consciousness, generate curiosity, and transfer customers down the funnel.
Sponsored Product campaigns
Each product class ought to typically be made up of the next Sponsored Product campaigns:
1. Category/product goal marketing campaign
In November 2018 Amazon launched a brand new non-keyword concentrating on possibility for Sponsored Product campaigns. Category/product concentrating on permits you to select particular merchandise, classes, manufacturers, or different product options which might be comparable to the product in your advert. Use this technique to assist customers discover your product when looking element pages and classes, or when looking out merchandise on Amazon.
Typically, I’ve discovered this concentrating on possibility is not going to drive a ROAS on par with that of keyword-targeted campaigns. However, this concentrating on possibility will drive a better quantity of impressions and assist construct model consciousness, which is important for long-term progress.
2. Keyword focused campaigns (one model and one non-brand)
Just as in any PPC technique, it’s important to segregate model and non-brand key phrases. Non-brand key phrases are usually searched by customers who should not model conscious however are in-market for your product and within the strategy of consideration. Non-Brand campaigns showcase your model in entrance of those highly-qualified customers and assist drive them to buy.
Brand key phrases are searched by customers in direction of the underside of the acquisition funnel. Their intent is to buy from your model. Brand campaigns enable you to maximize your conversion price amongst these customers, as you’ll be able to management which ASINs are displayed for model phrases searches. Additionally, model campaigns may also help block rivals who could also be bidding on your model phrases.
three. Auto goal marketing campaign
Auto goal campaigns serve advertisements by contextually matching your product descriptions with a consumer search question or with comparable merchandise.
These campaigns must be run along with keyword-targeted campaigns. Keyword focused campaigns offer you extra management as they permit for customized bids on the key phrase degree. As such, key phrase focused campaigns must be prioritized over auto campaigns. This is finished by setting an auto marketing campaign bid that’s decrease than all key phrase bids. The auto marketing campaign will act as a key phrase analysis device, figuring out related search queries that aren’t included in your key phrase marketing campaign. A search question evaluation must be carried out regularly to determine probably the most related search queries being captured. Those search queries must be added as key phrases throughout the key phrase focused campaigns.
Sponsored model campaigns
Build-out two sponsored model campaigns for every product class utilizing the identical key phrase set utilized for your Sponsored Product campaigns.
Campaign naming conference
A standardized marketing campaign naming conference is important. It will assist to maintain the account organized, permitting for extra environment friendly navigation, optimization, and reporting.
The function of sustaining a standardized marketing campaign naming conference is to show you how to shortly determine a marketing campaign with out having to click on into it. This is particularly useful when a number of individuals are managing one account. Additionally, a standardized naming conference will assist to make reporting extra environment friendly.
Campaign naming pointers
- Ensure standardization throughout all campaigns.
- Reference all ranges of marketing campaign segmentation that you desire to to embody in efficiency stories.
- Utilize numbers inside marketing campaign names to guarantee campaigns kind in a most popular order. For instance, I desire that marketing campaign concentrating on sorts (“Keyword Target” vs “Category Target” vs. “Auto”) are sorted primarily based on funds prioritization.
Step 4: Reporting
A significant ache level for customers on the Amazon Advertising platform is reporting. For me, the 2 most important reporting points are limitations within the date vary and an incapability to view information trending by week or month.
- Date vary: You can solely run stories wanting again 60 days.
- Trending information: You solely have the choice to run stories displaying complete information or information segmented by day, not by week or month.
I’ve created a report template to resolve for these two limitations, which you’ll obtain right here and customise to match your wants.
Below are the steps to populate the report template.
1. In the primary week of every month, obtain marketing campaign efficiency information for the earlier month from the Amazon Advertising marketing campaign dashboard.
2. Sort the exported information by marketing campaign identify.
three. Copy efficiency metrics from the exported doc and paste into the highlighted cells throughout the report template as indicated within the under screenshot. The “Product Category”, “Campaign Type” and “Targeting” desk information (highlighted blue), will routinely populate utilizing formulation that reference the marketing campaign information.
four. Keep information for all earlier months in your report, add information for every new month as you go. From this level ahead, you should have historic information to reference and analyze (not less than going again to the date that you simply began this course of).
Wrapping all of it up
For retail advertisers, it’s changing into an increasing number of vital to embody Amazon Advertising as a part of an general digital technique. You could also be hesitant, and understandably so, to spend vital promoting on a platform that isn’t tremendous user-friendly and on which it’s tough to analyze the efficiency of your funding. Because the platform is extra fundamental, marketing campaign administration requires extra self-discipline and may be extra time consuming in contrast to PPC promoting on Google or Bing. But promoting on Amazon is important to get that flywheel shifting, and the payoff may be large.
So, working across the challenges of the platform to discover extra environment friendly methods and processes is important. While the methods I’ve shared right here should not groundbreaking by any means, they’ve helped me a terrific deal and it’s my hope that you simply’ll discover them useful as properly.
Matt Strietelmeier is Director of Marketplace Advertising at Stella Rising.