You made it to the launch but what comes next? Find out how to successfully set up Amazon PPC campaigns that will drive extra sales and generate new keyword data during your launch campaign.

1. SESSION 3:
Supplier Outreach &
Product Selection
T H E M I L L I O N D O L L A R C A S E S T U D Y
E U R O P E

2. Enter at www.junglescout.com/giveaway
and share your #MDCSchallenge update!
3 Winners selected every week for all of
2017,
1 Prize for Each Winner
▹ 1 Jungle Scout Pro Extension
▹ 2 Jungle Scout Web App
▹ Featured on the Website!
Session 16 - Giveaway

3. Where are you in the
#MDCSchallenge?
Web App
Pro Extension
WebApp

4. Jungle Slumber Updates

5. Jungle Slumber Updates

6. Today We Will Cover
Why you should use Amazon PPC and a guide
to launching Amazon ads for your new
product!
Basic strategies to get started:
◍ Setting up your first campaigns
◍ Auto vs Manual campaigns
◍ Campaign structure
◍ How much to bid

7. The Benefits of Amazon PPC
◍ Low barrier to entry
◍ Display ads on the Amazon platform to
shoppers who are ready to purchase
◍ Cheaper than other paid advertising
◍ You can control it: spend, optimization
◍ Get real Amazon keyword data and
feed this back into your listing

9. Get real results

10. Prime Real Estate In Search Results

11. Types of Campaign
Automatic Targeting:
◍ Amazon scrape your
listing & create
campaigns based on this
◍ Easiest way to get
started
◍ Less control over your
campaigns
Manual Targeting:
◍ Create your own
campaigns and adgroups
and
◍ Takes more time to set
up and optimize
◍ You have full control over
what keywords you are
bidding on

12. Automatic Targeting
◍ Set up an Automatic
Targeting campaign
◍ Set a daily budget

13. Automatic Targeting
◍ Create an ad group
◍ Find your product to
generate the ad copy
◍ Enter a default bid (start
at .50 and then use the
suggested bid feature to
tweak this)

14. Automatic Targeting
Once you have created an Auto campaign
and set your daily budget and default bid,
leave it alone for at least a week.
◍ Amazon’s advertising reporting is
always 24-48 hours behind
◍ You need to let an auto campaign run
for a while to generate data

15. Auto Campaign Setup:
Watch Over Greg’s Shoulder

16. Manual Targeting
Whilst your auto campaign is running in
the background, start creating some of
your own manual campaigns using your
keyword research!

17. Keyword Research
Revisit your keyword research from
Session #8

18. Manual Campaign Structure
Jungle Stix
Keywords
From Auto
Campaign
Jungle Snugs
Keywords
from Google
KW Planner
Keyword
Research
Broad match
Phrase Match
Pink
Sticks for roasting
marshmallows,
marshmallow
roasters
Pink baby towels,
baby hooded towel
pink
Campaign
Adgroup
Keywords
Phrase Match
Blue
Blue baby towels,
baby hooded towel
blue
Creating ads: Amazon creates your ad copy based on your listing

19. Match Types Explained
Broad Match
Your ad can be triggered by
the widest range of search
terms.
This usually means higher
visibility and sessions, but
also usually costs more.
Use this when you are
mining for keyword to add
to more defined phrase or
exact match adgroups
Phrase Match
Your phrase must be in the
shoppers search term, but
words can be added in front
of, or after your keyword
search term.
This allows you to balance
your budget whilst still
capturing a wider range of
search terms.
Use this when you are
optimizing campaigns but
still want search data
Exact Match
The shopper must search
for your exact phrase
(including plurals,
misspellings etc.) to trigger
your ad.
This is the most controlled
and cost effective way to
target keywords using PPC
Use this when you find
keywords that convert really
well to optimize for a better
ROI

20. Match
Type
Keyword Will fire on Won’t fire on Can Include
Broad
Mummy
sleeping bag
Sleep bag
mummy, mummy
style sleeping
bag, sleeping bag,
hooded sleeping
bag
Camping stove,
camping tent
Synonyms,
abbreviations,
acronyms,
misspellings and
variations
including plurals
and stemmings
Phrase
Mummy
sleeping bag
3 season mummy
sleeping bag,
mummy sleeping
bag blue
Mummy style
sleeping bag
Misspellings,
singular or
plurals,
stemming,
abbreviations or
acronyms
Exact
Mummy
sleeping bag
Mummy sleeping
bag, mummy
sleeping bags,
mummy sleping
bag
Blue mummy
sleeping bag
Misspellings.
Singulars and
plurals
Match Type Examples

21. Campaign Structure
◍ Use searchable names that make sense
to you (once you build up lots of ad
groups this is a life saver)
◍ Split out your keywords by match type
and theme where applicable
Jungle Slumber Auto [date]
Jungle Slumber Search Terms [date]
Jungle Slumber KW research [date]
Mummy style exact match
Sleeping bags phrase match
Ultralight sleeping bag broad match
Pick a naming convention and stick to it:

22. Auto Campaign Setup:
Watch Over Greg’s Shoulder

23. Budgets & Bidding
Guide for auto campaign: £10 per day,
Guide for manual campaign: £20 per day
◍ Default bids should be from £0.50 - £1.50
Use the suggested bid as a rough guide only
◍ Bid higher on exact and phrase than broad
match keywords

24. Advertising Cost Of Sale
ACoS is how we determine our return on investment.
It is calculated by dividing your PPC costs by the sales
generated from your PPC.
If you spend £10 on PPC, and get £100 of sales attributed to
those ads, the ACoS would be 10%.
Find out where you “break even”

25. ACoS Breakeven Point
US:
Europe:
Jungle Slumber:
Retail price £26.99, subtotal (less VAT £4.50) = £22.49
Landed Cost of Goods: £8.45
FBA fees: £6.14
Breakeven ACoS at this price = 35%

26. Calculate your ACoS at different prices
◍ Your pricing is subject to change
◍ Figure out your ACoS at a few different
retail prices so that you have a “break
even guide”
◍ Use our ACoS calculator (in the
homework coming up)

27. Campaign Optimization
More on this in a later session:
◍ Get familiar with the search terms report
◍ Add keywords from your auto campaigns to your
manual campaigns to optimize, then add as negative
keywords in the auto campaign
◍ Bid on the same keywords as different match types
◍ Monitor ACoS across campaigns and ensure you break
even, or better!

28. Session 16: Homework
◍ Create a strategy for your Amazon PPC
◍ Set up an Auto campaign and let it run
for a few weeks
◍ Create a manual campaign using your
KW research
Get a handy ACoS Calculator in this weeks
homework download:
www.junglescout.com/session16-HW

29. Join Us Next Week
Join us next Wednesday for an inside look on setting up PPC
campaigns for your newly launched product!
Register for FREE at junglescout.com/million