Advanced Amazon PPC Strategy 2023: [Updated]

Advanced Amazon PPC Strategy 2023: [Updated]

Here we will help you with Amazon PPC Strategy 2023. These 3 tips that I found out from research. These tips will help you increase the exposure of your brand. In the market while driving in traffic and sales to your listings.

PUT SIMILARLY-PRICED PRODUCTS IN THE SAME AD GROUP

Assume that you have three similar products on Amazon listed as separate ASINs – A, B, C. These products have price respectively at $10, $15, and $50.

Let’s say that you start the Sponsored Products campaign with all the three products grouped in the same ad group. You are spending $5 every day to land a sale for each product (again, just a hypothetical example). In this case, your ACoS will be as follows:

• Product A: 50%

• Product B: 33.3%

• Product C: 10%

As you can see here, product C has the lowest ACoS among the three. However, the overall ACoS of the ad group works out to be around 31%, owing to the high advertising cost of sales for products A and B.

Now, consider a scenario where you group A and B in the same ad group, with C in another. In this case, the ACoS for product C do not impact or rather, brought down by that of the other two items. Its impressions will also not suffer since it has a separate budget. It will also give you better control over your advertising budget and hence, you can devise your plans accordingly.

The same strategy holds good for child ASINs that are priced differently as well. If you have multiple variations, focus on the one that is priced the most and the sales will eventually trickle down in other variants. It will also keep your ACoS in control. Just like the plan mentioned above, place the most priced variation in a separate campaign and focus on running advertisements running only for that product.

STRUCTURE AD CAMPAIGNS BASED ON PRODUCT PERFORMANCE

Often, we create ad campaigns based on the performance of keywords. If we see a keyword that is converting very well in an auto campaign, we move it to manual and set match types for better control over bids and daily budget. While this has proven to be an excellent strategy to improve your products’ rank of Amazon, it can be a bit tricky to control the overall ACoS, simply because some products may require more clicks than others to make a sale. Amazon PPC strategy 2023 is realy easy, just follow our guideline.

So, instead of creating ad campaigns based on keywords, consider creating them based on the performance of a product.

Let’s say you have an ad group with five products of which, two have an ACoS of 50% while the rest are averaging at around 20%. The two products with high ACoS are responsible for increasing the overall ACoS of the campaign. Hence, a good way to approach this would be to take those two products and put them in a different campaign.

With this, the first thing you will achieve here is to reduce the overall ACoS of your first campaign. Secondly, it will become easy for you to work on reducing your ad spending and improving the performance of your PPC campaigns.

Lastly, Amazon’s A9 algorithm analyzes metrics like click-through rate, conversion rates, et cetera, to determine where to rank a product. Now, if all of these products are placed in the same campaign, the results are going to look like an average of their performance. But, if you structure them based on the performance of the product, the whole outlook changes.

You can know more information like this from here.

GROUP VARIATIONS TOGETHER FOR IMPROVED VISIBILITY AND BRAND AWARENESS– Amazon PPC Strategy

If your product has multiple variations, they will most likely be listed as child ASINs. In such a scenario, running an ad campaign for each of them individually may not be feasible as it will eat into your budget, and more importantly, your variations may end up competing among themselves for the ads. In a way, this is product cannibalization, and as such, you could avoid it when it comes to PPC campaigns.

Therefore, an excellent strategy to tackle this problem is to group individual variations into one single package and then sell it on Amazon under a unique ASIN.

For example, if you are selling four different flavors of beef jerky at $15 a 3piece, it is better to combine them and sell it under one single pack of four for, let’s say $50. This way, you achieve the following:

1. Your average order value increases

2. Since people love packaged deals, they become more aware of your brand in the market

3. Your brand visibility in the market enhances

4. Your PPC budget stays focused on only one product, rather than the individual variations

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