Amazon PPC Product Market Fit

Richard Morgan
February 22, 2019

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Liz Adamson is back with us talking through experiments on client accounts for PPC product market fit from aggressive breakeven ACOs campaigns to design of listing pages and keyword relevance in backend to drive 200-300% increase in sales

Both were on-boarded in October and November pre-Q4
Work was to get them to capitalise on the extra traffic throughout the season
Search engine algorithm carries them through Q4 and into Q1 to increase sales
Different clients with different problems

Client 1 – Educational Children’s Product

Client 1 in a Children’s educational product
THey had launched previously with manual campaign (no Auto) and manual keywords
Started a fresh
Re-did the copy for them and improved the keywords
Product page not built well and campaigns not built well
Had to start from scratch as no data to work with

Product Page

Product page is first
If the page is not converting then no good getting traffic to it
It was missing keywords
Copy was not really explaining the features and benefits of the product
Used a couple of tools for keywords analysis – gathered several 100
Then narrow down to 10-20 keywords for the copy
Keep the title clear nad not keyword stuffed
Sprinkle the keywords through the bullets and make them clear so customer understands

Keyword Relevance

Keywords truly relevant to the product
Need to be really accurate
Using some of the ‘neighbouring keywords for the advertising
Core set of keywords that are relevant to the target audience, relevant to what it’s used for and the features nad benefits
Focus on what the product does and how Amazon users are using it
De-dupe the keywords and you find different permutations of the same structures of words
So we focus on some core phrases but sprinkle the other keywords throughout
Then fringe, mis-spellings, neighbouring, etc goes into the backend
Optimise these based on what the advertising is telling us that works

Campaigns

PPC had not been maximised to build out campaign structure
Just a manual campaign with 20-25 keywords nad one match type
Built out the auto campaigns for their single product
Built out the manual campaign
Three ad-groups with all the match-types
Just before hitting heavy traffic seasons was great timing and a great holiday
THen in January watched as the dip down was still 20% above their September sales
More to do on the product page and EBC to come through
Solid keyword research, solid copy and complete backend terms setup
Basic solid PPC campaign before the traffic hit meant firing on all cylinders before the traffic hit

Client 2 – Outdoors

Been around a couple of years
Sports and Outdoors
Three SKUs
A lot of competitors
A great launch a couple of years ago and wanted to jumpstart growth again
Launched a few iterations of the product

Campaign Structure

Campaign structure had become dis-organised
Tactics around a Research, Discovery and a growth campaigns
Hard to know where to put the keywords they were harvesting
CHanged the campaigns but didn’t kill any
Took a stronger campaign and re-purposed it
Had 500-700 keywords nad search-terms to base campaigns on
Lots of good data to use
Added in all the keywords nad all three match types

Aggressive for Q4

Going into Holiday – went aggressive and wanted to manage at breakeven ACoS into Q4
In Dec the ACoS dropped as sales shot up
In Jan we’re looking to see it crash and it worked out to a more profitable ACoS
Went from 5,000 to $6,000 / month in ad sales in Q3
In Jan it was £20k of ad revenue and a very strong Feb as well
About 15% of Margin managing at a lower ACoS and 200-300% Increase in Sales
By re-structuring campaigns and pulling search terms in doing all match types and going aggressive

Case Studies in Growth

sellersessions.com/case-studies
Upwards expansion approach to clients
Not all accounts have bread on the table to enable this approach
Big satisfaction to be able to make this change
More focused approaches to make it to the next level
Always looking forward to growing these accounts

Branded Pages

Updated on the previous data we covered in
Headlines Search ads Sponsored Brand Ads to store front pages not search pages
Larger catalogues with a few hundred SKUs needed clear categorisations on their storefront pages
Looking at is it a benefit for caller catalogues

Test Case for Small Catalogues

One parent SKU, four child SKUs
New to Market in a very tight niche
Designed their storefront
Running headline search ads to the storefront
Comparing the store front ads to driving them to the product listing page
The ads had 30% more impressions and 80% more sales
Even though ads were exactly the same – ACoS was 13% lower, conversion were higher
Landed on the storefront page, Nice video and clear calls to action
Product was a little bit technical and a stop-motion fun video that explains how it works
A strong part of why it has performed so well
Given the chance to educate the customer on the product it worked well and allowed them to buy