3. First, we need to separate converting keywords/ASINs and
non-converting keywords/ASINs
Filtering or using a Pivot table would help.
I used the Pivot table in analyzing the Search Term Report.
4. Converting Keywords
Shown in the screenshot are keywords with 3+ Advertised SKU units. We used it
mainly instead of "# of Orders" because we want to take the search terms that
converted for the product that we are advertising. There are orders that went to
another product that we are not advertising however attributed as a sale to a
keyword we are bidding on.
5. Strategy:
Put these keywords in 3 separate manual campaigns (Exact, Phrase, Broad)
with a proper naming convention.
Reason:
These keywords have provided good conversion. It is tested that we can retain
these keywords and keep profiting from them.
6. We can also create separate manual campaigns for keywords that have 1-2
Advertised SKU Units and monitor them closely.
7. Converting ASINS
Shown in the screenshot
are converting ASINs. We
can create separate
campaigns for the ASINs
with 3+ Advertised SKU
Units and with 1-2
Advertised SKU Units and
monitor them closely.
8. Strategy:
We can launch a Product Ad Targeting campaign, targeting the ASINs with
conversions.
Reason:
These ASINs are relevant because these are what the customers chose. We
can increase Brand Awareness by targeting these ASINs.
10. Strategy:
We can negate these keywords and ASINs since they are not converting
based on the report. Negating irrelevant and non-converting keywords
and ASINs can help to remove wasted ad spend.
Reason:
It is clear in the data that these keywords and ASINs are not profiting.
11. Recommendations:
Campaign Name: Include STR so you know where did the targets come from.
Campaign Structure: 1 ASIN/SKU- 1 Ad Group - KWs/ASINs
Match Type: Separate campaign for each match type (Exact, Phrase, Broad)
and Product Targeting
Exact - Suggested Bid/ Calculated Bid
Phrase - 90% Less of Exact Bid
Broad - 75% Less of Phrase Bid
Product Targets - 90% Less of Exact Bid
Bids:
Bidding Strategy: Dynamic Bids-Down Only
