The most important decisions you make when launching new ads are determining which products you're going to advertise and why. The most effective PPC strategies are goal-oriented.
In most cases, we suggest putting all products that are relevant to the same search terms in one product group. This strategy minimizes conflicts between campaigns and ad groups that compete for the same placements. It also concentrates your spend, so that you can make the best decisions on each keyword, instead of spreading the data over many keywords.
The Lifecycle Stage is critical for setting the right targets. In the Launch phase, you'll be more concerned with maximizing exposure and less concerned with profitability. After some time, you'll want to switch to Scale so that you can grow your products profitably. At the end of a product's lifecycle, you'll want to clear out inventory, so you don't pay for storage
Adtomic’s advanced PPC management software helps you accomplish specific goals regarding your products and Amazon advertising. The software offers several guided approaches or templates for setting up a PPC campaign. Each template is designed to help you achieve different advertising goals.
Adtomic’s custom Launch template optimizes impressions by:
- allowing for more leeway for poor sales performance, if the impressions on a given keyword are high, and
- raising bids more rapidly on keywords that are not getting impressions in an attempt to kickstart those keywords.
This optimization method will drive lots of spend and it’s likely the ROI won’t be immediately apparent, since performance is not the immediate goal. This template helps sellers maximize their visibility in the market, especially for new products.
Adtomic’s custom Scale template optimizes bids towards ACoS by managing individual keywords based on the ACoS targets you set in the campaign manager or rules editor. The algorithm takes into account:
- the CPC on the individual keyword,
- the spend,
- clicks, and
in order to drive performance towards your desired ACoS.
The goal is to increase or maintain impressions without sacrificing your advertising performance.
Adtomic’s custom Liquidate template prioritizes bid increases for converting keywords, even if ACoS is higher than you’d normally deem optimal. The idea is to drive more impressions towards known converting search terms and maximize sales. While the overall efficiency of the campaigns may suffer because of this, the goal is to sell through stock of an advertised product as quickly as possible.