Strategies for PPC Advertisements

1. PPC STRATEGIES
FRANCIS PAUL BODIOLA
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2. ORGANIZATIONAL SKILLS - WE WANT TO SEE THAT THERE IS A STRUCTURE RIGHT AWAY
NAMING CONVENTION
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RECOMMENDATION FOR A NAMING CONVENTION
PRODUCT NAME DESCRIPTION - SKU/ASIN - STRATEGY
CAMPAIGN NAME
AD GROUP NAME

3. Sponsored Product
Sponsored Brand [Brand Registered Only]
CAMPAIGN TYPES
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Sponsored Display Ads [Brand Registered Only]

4. CAMPAIGN TYPES
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5. DYNAMIC UP AND DOWN
DYNAMIC DOWN ONLY
FIXED BIDS ONLY
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BIDDING STRATEGIES

6. Keyword Targeting
Product Targeting
TARGETING
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7. TOP OF SEARCH
PLACEMENTS
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PRODUCT PAGES
REST OF SEARCH BIDS

8. PLACEMENTS
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9. Irrelevant Keywords
Wasting Ad Spend [Auto Campaigns]
NEGATIVE KEYWORDS
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10. AMAZON
PPC
OBJECTIVES
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Drive Sales / Conversion
Consideration
Drive Brand Awareness
Brand Loyalty

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OBJECTIVE KPI
IMPRESSIONS
BRAND AWARENESS
CONSIDERATION CLICKS, CTR
PURCHASE SALES, CVR, ROAS, ACOS
LOYALTY NTB
LOYALTY NTB %

12. Bidding Strategy: Dynamic Down Only
Campaign type: Manual
Budget: $10
Targets: KW & Product Targeting
Match Types: Exact / Product Targeting
Bid: Suggested Bid or CPC based from STR
Goal: Manage bids and go aggressive for the
Search Terms where we have tested that are
already working
SEARCH TERM REPORT
[3+ ORDERS]
STRATEGIES
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13. Bidding Strategy: Dynamic Down Only
Campaign type: Manual
Budget: $10
Targets: KW & Product Targeting
Match Types: Phrase & Broad
Bid: Suggested Bid or CPC based from STR
Goal: These are search terms that only had one
sale, it hasn't really proven itself. Must be
conservative in launching campaign for this.
SEARCH TERM REPORT
[1-2 ORDERS]
STRATEGIES
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14. Sponsored Product /Sponsored
Brand and Sponsored Display Ads
Targets: KW & Product Targeting
Bid: Set to high 3x the suggested bid.
Goal: Market other products you are selling which the buyer
maybe interested in.
BIDDING ON YOUR OWN
BRAND ALSO KNOWN
AS TARGETING YOUR OWN
PRODUCTS.
STRATEGIES
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15. Bidding Strategy: Dynamic Down Only
Campaign type: 3 Auto [High Bids, Bids
Suggested by Amazon & Low Bids]
Targets: Auto
Budget: $10
Bid:
High Auto - Bids are 25% above suggested
Suggested - Bids suggested by Amazon
Low Auto - Bids are 25% below suggested orat least 10c.
DISCOVERY - WATERFALL
METHOD
STRATEGIES
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16. Bidding Strategy: Dynamic Down Only
Campaign type: Manual
Budget: $10
Targets: KW & Product Targeting
Match Types: Broad, Phrase & Exact
Bid: Suggested Bid
Goal: Get the KWs where the competitors are ranking and bid
on them.
REVERSE ASIN
STRATEGIES
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17. Amazon Suggested
Competitor Keywords
Helium10 Magnet
Helium10 Cerebro
Brand Analytics
Search Term Report
KEYWORD
RESEARCH
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18. Method: Bulk Files
Save the old file for after Prime Day Sales
For the new one - upload it on the day of the sale.
Bids: Increase the bids by at least 25% for the performing ones.
PRIME DAY
STRATEGIES
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19. “ONE OF THE ONLY WAYS TO GET OUT OF A TIGHT BOX IS
TO INVENT YOUR WAY OUT.” – JEFF BEZOS
THANK YOU!
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