How to Optimize Amazon PPC Advertising Campaigns 2019 (Tutorial)


What is going on everyone?! Thank you so much for coming back to my channel
today. In this video, I’ll be showing you guys how
to optimize your Amazon PPC campaigns step by step. We are getting bombarded with Amazon PPC questions
lately in Amazon FBA Winners group. If you guys are not a part of my Facebook
group, please join. I’m sure you’ll find a lot of valuable content. If you guys are new to my channel today, please
subscribe and please hit the notification bell if you want to see more videos from me. So let’s get started. Let’s talk about how to optimize your Amazon
PPC campaigns. We’re actually going to jump inside my computer
in just a little bit so I can show you guys how to pick out specific keywords from your
advertising search report in order to fully optimize your campaigns. This is a habit that you guys should get into
very regularly. I do it every morning when I have my morning
coffee and so should you. But first, let’s talk about what these campaigns
do. So, we have your automatic campaign and you
have your manual campaign. I’m sure you guys already know the differences
between the two, or maybe not. So automatic campaigns, Amazon is in full
control, they are placing your ad randomly on Amazon dot com depending on your product
listing keywords. You have no control over this. For manual campaigns, we have our broad campaigns,
our phrase campaigns, and our exact campaigns, which are my favourite. I also really like broad PPC campaigns as
well. But, 3 of these different types of campaigns
do 3 different things. They also do many other things which is a
whole different topic that I may talk about another day. When it comes to PPC, a lot of people, they
DM on Facebook, they message me and they try to get some information, unfortunately, I
can’t really explain the whole process. PPC, for you experienced sellers who are watching
me, I’m sure you already know, PPC is so large. Like there’s so many things you have to learn. There’s so many things you have to do to really
become profitable and I can go on forever and ever, and ever. So, we are not going to go through everything
today. However, I do want to talk about these campaigns
and then later show you how to start optimizing your campaign. So, for broad keywords, that is for example,
I am selling a jade roller. The word “jade roller”, a broad keyword would
be “green jade roller for women”, that’s a broad keyword. For phrase keywords, it may be, it could also
be “green jade roller for women” or it will have your main phrase in there and another
keyword in the front or back of it. For exact keywords, it’s exactly whatever
you put in. So, if you put in “jade roller” and a customer
searches “jade roller” on Amazon dot com, your ad will pop up if you are bidding high
enough and you have optimized a few things in the backend. So I wanted to make that really clear for
you because they do do different things. Please do not run your campaigns and start
going in blind folded and not knowing why you’re running your campaigns because I think
majority of us do this because they heard it on YouTube, or they heard it from someone
else. But they don’t understand the full concept
and that’s when you may start spending a lot of money on PPC and losing money. So let’s dive into my computer, I’m going
to show you guys how to start optimizing your PPC campaigns. Alright guys, so this is my jade roller advertising
report that I am going to show you how to optimize. So you guys should get into the habit of doing
this at least once every other day. It only takes 10 to 15 minutes, you just have
to look at keywords, know what you’re doing and put any keywords into your negative keywords. So I am going to explain that a little bit
more. But let’s get started here. So, this is my PPC data for about 3 days. I have almost 3 whole days of data here. And, big shoutout to one of my students. This is actually his real data. All I did was, I replaced their customer search
terms with a jade roller. So this is all real data. I just changed the words, the keywords to
jade roller. So first thing you want to do, every time
you pull up your report is to sort it. Okay, we have to apply this filter here because
there’s just a lot of information and you cannot look at this all at once. I like to sort it between automatic campaigns,
manual campaigns, between broad, phrase, and exact campaigns. So you can really know what you’re looking
at. So the first thing that I did was filter and
then I am going to only look at my auto campaign. So with the auto campaigns, they always have
a dash here, under match type. That’s how you can tell. If you’re running a phrase campaign, it’ll
say phrase. Exact will say exact. Looking at this column right here. And broad will say broad. So we don’t have broad information right now
but this is completely fine. I am just going to teach you how to pull out
keywords that are not making us sales or are costing us too much. So let’s just look at our automatic and see
what’s going on there. So, I am going to uncheck those guys. You want to look at one thing at a time. And I am going to move to the right. The first thing I want to look at is ACOS. So I am going to highlight that. The second thing I want to look at is spend. The third thing I want to look at are clicks. And impressions and click thru rate is important
as well. I want to look at those as well. That kind of comes later. I kind of just have a glance at that. But I am going to explain to you why these
columns are so important and why you need to pay attention to them almost every single
day. So of course, ACOS, if you guys, I like to
sort it largest to smallest. I just cut off there. For ACOS, you want to pay attention to your
ACOS because if it’s above your profit margin percentage, those keywords should go into
your negative keywords. But not always the case. So let me explain that. This is an automatic campaign. Whenever you’re running an automatic campaign,
you’re just trying to collect organic data, right? You’re trying to collect information from
here, what customers are searching for organically based off of your product listing. So all these keywords are from my product
listing. And 2 ASINs are showing up right here because
someone bought my product through a competitor’s product listing. You’ll see sponsored products section within
your competitor’s product listing and a seller decided to, sorry, a customer decided to buy
my product from their listing. That’s why it says the ASIN. What you want to do with ASINs is actually
copy and paste the ASINs into Amazon dot com and see if that ASIN actually makes sense
with your product. Because sometimes your product may be showing
up under a product that’s totally not related to yours and it’s costing you a lot of money,
you want to put this ASIN in your negative keywords. However, when I am looking at this ASIN, it
looks like I made a sale. This is great. I made one sale, and my ACOS was only 3.8%. And yeah, total orders right here. So it says 1 order and my impressions, I have
29 impressions, 1 click and 1 sale. This is a really good click thru rate. And it only costed me 66 cents and I made
a sale. My jade roller is $16.97. So I know to not put this in my negative keywords. For this one, it only has 1 click and they
did not purchase, that’s why there’s no ACOS percentage here. But I would not put this in my negative keywords
just yet because they only have 1 click. I usually make a decision after at least 5
to 10 clicks. I actually like it closer to 10. So, you know, after 8 clicks, for this ASIN,
or for a specific keyword, if a customer is clicking on it and they’re not buying your
product, you should probably eliminate that keyword unless that is a super relevant keyword
towards your product. And you run it for longer to continue testing
it. For the most part, my PPC campaign here, my
automatic campaign is running really well. It’s well below my profit margin for my jade
roller. My jade roller profit margin is 35% and my
ACOS is just under 20%. And I got some sales here which is good. What you want to do next is continue running
your automatic campaign. For the keywords that are making you sales,
you want to eventually move them into a broad or exact manual PPC campaign. So broad campaigns are used to explore other
keywords that are longer tail, that have these keywords in it. We’re not going to talk about the ASIN right
now. But, for the keywords, the ones that are converting,
we want to put them in a broad campaign eventually and see if there are any longer keywords that
customers are searching that are making us sales. If I want to rank up to page 1, I am going
to put the keywords that are making me sales in my automatic campaign into an exact manual
PPC campaign. You can use a phrase campaign. Phrase campaigns work very similar like the
broad campaign. But exact campaigns are used to launch your
product. You want to launch your product to page 1
for any of the keywords that are making you sales. You put that into an exact manual PPC campaign. So for this one, it has really amazing data,
jade rollers grandma, it looks like I had 148 clicks, this click thru rate is really
good. By the way, anything above 1% or 2% on your
automatic campaign is really good. It’s a good, healthy click thru rate, people
are seeing your ad and clicking on it, so this is good. And I spent $36, I made a $182.67, and this
is below my profit margin. So, of course, I am going to continue running
this keyword. And like I said, I will eventually put this
into my broad and exact manual PPC campaigns. The next thing I want to look at is sort spend. I want to sort it largest to smallest. The reason why I do this is because I don’t
want to be running keywords that are costing me money and that are not generating me sales. So this is still a pretty low spend. I mean $1, can continue testing that. It only has 3 clicks. Remember, you want to get close to 10 clicks
before you eliminate these keywords, right? And since it’s only costing me $1, I only
spent $1 on these. And the cost per click was 35 cents, I am
going to continue running these 2 keywords and just see what happens. There’s only 3 clicks on here right now but
once it gets closer to 10 clicks, and I still have no sales, I am going to eliminate these
2 keywords. So that’s all, these 2 are the main 2 columns
that you want to pay attention to, your ACOS and your spend. And these guys, these 3 here, you just kind
of want to eye it, like what just did and make a judgment call. Remember, anything close to 10 clicks that
are not getting you sales, you should put it into your negative keywords if they are
not relevant to your product. Let’s have a look at our exact and phrase
campaigns. So if I go to exact. So exact keywords, I have the customers searching
exactly these keywords and let’s see what’s happening right here. So it looks like I got 1 sale for jade roller
for face. Now, exact manual PPC campaigns do take a
bit of time to get sales. It depends on how much volume your keyword
has. If a lot of people are searching it and buying
it, then you may get more sales. If it’s a very low searched keyword, it may
take longer. But don’t move anything into your exact campaign
unless you know what you’re trying to do. Usually I use exact campaigns to rank up to
page 1 for specific keywords. And my ACOS may be a little higher here but
that’s okay because I am trying to rank up to page 1. Usually when you’re trying to do something
with exact keywords, ACOS should be irrelevant. It just depends on how much you’re willing
to lose to get that ranked onto page 1. So for phrase keywords, you know, it just
means all keywords that are in a phrase. And any keywords that are attached to the
front or back of your main phrase. This works very similar to a broad campaign
but you would just do the same thing. Sort by ACOS. Look at what you are spending money on and
see if your keywords belong in the negative. And then sort by spend. Everything looks good for phrase by the way. And see what, how much money you’re spending. I mean, you know, $1.59 and $1.09 right here,
that’s not a lot for these 2 keywords. And I only have 2 clicks so I am going to
continue running that, testing that. So that’s pretty much all you do. This is super quick. I know I am doing it super fast for you guys. If you guys are just starting out, you may
be a little confused. But basically, just sit down and really think
about your keywords that customers are searching. Are they making sense? Are they relevant? Does it have a high keyword search? You can put these keywords into Helium 10
and just get an estimate of how many people are searching it. If there’s a lot of people searching it, but
you’re not getting many impressions, that could be an issue as well. You might want to optimize the backend of
your automatic PPC campaign. I want to thank one of my students for sending
me his PPC data. This is actually his real PPC data and he’s
absolutely killing it with PPC. If we just go back here, and show all the
campaigns, he’s actually got more data right now. But this is just a small version of it. If we sort by largest to smallest, he’s getting
on average, 10 to 15 unit sales a day, just on automatic PPC. That’s amazing, with super low ACOS as well. We spent a lot of time optimizing it and everything. But now, he’s getting the hang of it and doing
this everyday. As should all of you guys. It’s very important that you guys spend time
on this and know what you’re doing. Obviously, you guys, there is so much that
goes into pay per click. I can go on forever. But this is mainly how you can get started
with how you can optimize your PPC campaigns. You must do this. I really want you guys to, or else that’s
when we start asking questions in Facebook groups. And that’s when you hear people asking, “hey,
why am I spending so much money on PPC and I am not getting sales?” Well, you’re not optimizing it properly. So make sure you guys do your homework on
this. If you guys want more training on PPC, I am
posting a lot more content on PPC on my YouTube channel. So make sure you are subscribed to my channel. Please give this video a thumbs up if you
liked it. If you guys have any comments for me, please
comment below and if you guys are a student of mine, you will be seeing a lot of these
new PPC tutorials in FBA Winners Course. Alright guys, I’ll talk to you next time.

59 thoughts on “How to Optimize Amazon PPC Advertising Campaigns 2019 (Tutorial)

  1. Awesome tips and info! I had always been really confused between the differences of the manual PPC campaigns but this video does clear that up very well for me. Thanks for updating the course information as well. You are definitely keeping your word about having the course up to date when amazon changes their algorithm or whatever 🙂 thanks for the great video!

  2. Your videos/Tutorials are a must for anyone selling or thinking of selling on Amazon. You're so helpful! Thanks, Miss T! You're awesome♥♥

  3. Hi Tamara, nice video
    Well, in this session you optimize your campaigns by negating only. But wouldn’t you want to consider not to negate but rather lowering bids (unless for totally non relevant words) ? Perhaps to try to bring them from phrase for example to broad but with lower bids to see whether they may bring some worthy variations we did not consider ?
    And I guess your optimization routine include also bids adjustments ?

    And additional question: you said you do the optimization as your daily routine. So do you download the reports in daily basis and download for a single day ? Like working through it today means downloading the report for a single date of yesterday…

  4. Hi Tamara! I've been watching all your ppc videos and I find your content most helpful, thank you very much!!!! I have one question for you. Once I've move a keyword from phrase to exact match, do I pause the one from phrase? I'm not getting much impressions overall in the exact but that keyword in my phrase is getting over a thousand and making sales. BTW, I'm not getting any more tail ends from that keyword. What would you recommend so that I can get more impressions and sales on my exact instead of phrase?

  5. I'm not sure it makes sense to have clicks as your metric for turning off keywords. What if one keyword has spent $7 in 10 clicks and another one has only spent $3? If on the 11th click they both get sales their ACOS will be totally different… I think it's about looking at the spend on the keyword, not the clicks.

  6. why is the CPC so low? i think you changed the numbers. i sell this exact item on amazon and the cost for phase keywords are over $1+

  7. Hey Tamara, just in the mids of launching my first product….and was confused about optimizing my campaigns, its amazing that you resolved all my questions in literally 15 min…. Thanks a bunch

  8. Holy crap, I've seen so many tutorials and yours is very specific and straightforward in less than 15 min.. def new subscriber here! Thank you so much!

  9. hi, on your auto campaign do you use fixed bid and what price range do you set them 2? do you use suggested bid or above range?
    thanks

  10. Wrong information, and I`ll tell you exactly why.
    There are NO "exact campaigns", "phrase campaigns" OR "broad campaigns".
    Exact, phrase and broad are match types for the keywords that YOU want to target. The fact that YOU CAN structure your campaign differently is a whole other discussion.
    And second of all, what REALLY bothers me is that you are saying people to "negative exact" the ASIN.
    That doesn't work at all – putting an ASIN as negative exact or negative phrase will NOT STOP Amazon to show your product on that specific ASIN.

  11. Tamara one quick question? When you put a negative keyword do you put it for all the campaigns of a specific product? For example, if you have the Broad Jade roller campaign and one exact jade roller, do you put negative keywords for both or just in one does the job generally?
    Thank you

  12. Hi Tamara 😃 thank you for this detailed and helpful video. You’re awesome as always. I’m almost ready to launch my first product that just can’t seem to get its a$$ into amazon already 😂 a couple more weeks hopefully.

    Anyway, regarding best ppc strategy, some people recommend running an auto for one week to extract data then running an auto and a manuel the week after. I already have a huge list of keywords from Amazon search bar auto populate and my competitors titles and I feel 100% ready to do a manual right away but I can’t decide between broad phrase or exact. why do some people recommend doing broad and phrase when phrase is already covered within broad? Any suggestions? Thank you

  13. I took word for word notes on this very helpful PPCs tutorial and on your other 3 great videos on PPCs. I used what I learned to optimize my automatic PPC, for the first time since the start in November last year. I am also running a parallel manual phrase campaign for the first time. Thank you so much! 👍🏻💪🏻 🎯 🧡. I want to run manual exact, but I would like to get some more help on this 😊. I will be writing you on Messenger regarding 1-1 coaching.

  14. @ Tamara Tee …. Which web app should I use as a newbie? From a statistics, I have found Jungle Scout has an error rate of 15.9% where Helium 10 has an error rate of 26%..even Viral Launch has an lower error rate than Helium 10..but you (Tamara Tee)are using Helium 10..

  15. Great info, thank you! Question: when you look at the reports every morning, you look at the report on how many days? The Last day, the Last 7 days?

  16. Great video on PPC 🙂
    Quick question, Do you put same keywords in different campaign types )phrase broad match ) ?

  17. I am new to your chanal, and already have learned alot. looking forward to see all of your video. Than You.

  18. Hi, thank you for the great video! question: If you do this every other day, how can you see that a keyword has more than 8 clicks? Maybe the last 2 days this report covered a certain keyword had 5 clicks and no sales, and the next 2 days it has 6 clicks, so now it has 11 with no sales. However, you will see just 6 clicks on the last report. How do you follow up on this?

  19. Tamara, I am a beg with limited experience in PPC can you please direct me to some video I want to really get into this

  20. I am having trouble exporting my data from the campaign manager. I click on the 'export' button but nothing seems to happen. Any tips?

  21. Hey Tamara !

    Quick question: after I get rid of keywords that are not converting by adding them to negative keywords, what do I do when I run out of keywords? my automatic campaing only shows like 40 KW currently, is automatic campaing adding new ones by time ? or do I have to optimalize my listing better to gain more kw into my automatic campaign ? Thanks !

  22. Great video. Just started PPC yesterday. I've done a manual campaign using keywords from healium10 and an auto campaign as well. Going to run it for 7 days then analyse the data.

  23. Hello, great videos. Do you include the competitors ASIN as negative when they make no sense? Noboby looks using ASIN. Thanks

  24. Hi Tamara, I just found your channel and have been on a massive binge watch!! I wanted to ask, what do you do with keywords that are bringing in a lot of sales but have high acos around 80%, would you only continue running these for ranking and then stop them and focus on longer tail keywords instead with lower acos?

  25. Great Video! Such helpful info. What do you do with a ASIN that is making you money? Do you put it in a broad campaign?

  26. I have a question: can you check up on your campaigns before downloading a report, or you just let it do it’s thing for a few days, then download it?

  27. Hey Tamara, thanks a lot for this awesome tutorial. It is very accurate and really shows, how to optimize the campaigns. You rarely see this on Youtube. You have helped me A LOT!! One question: You suggested to put the ASINs from the automatic campaigns which are costing a lot of money into the negative keywords. But as I understood; this does not prevent Amazon from sponsoring my product on the page of the ASIN (which costs a lot of money, but brings no sales), as the customer would never type in the ASIN into the search bar. Is that correct or wrong? Many thanks again for your help!! Greetings from Germany 🙂

  28. Hi Tamara, Once again big fan of your channel, and happy subscriber. Everybody if you aren't already Subscribed to Tamara's Channel, you should stop wasting your money and hop on the train now.

    I want to thank you for being so open with answering questions for people, I was curious if you ever put long tail keywords in your broad/exact campaigns based off of Click Through Rate alone? If a relevant long tail key word has a very high click through rate say 33-100%, but no sales, would you consider adding it to your campaign?

  29. 7:05 seems like wrong info. You can't put an ASIN in negative keywords. I mean, you can, but Amazon will just ignore it and keep showing your ad there. I'm struggling right now with blocking unrelated products from showing on my auto campaign and I really wish it was as easy as negating an ASIN…

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