Complexity in setting up effective strategies and analysing the results of Amazon PPC has become a nightmare for many sellers. Very often sellers look for quick fixes, for example working with automatic campaigns that don’t always work out well.
They also rely on external free platforms and tools that promise to make campaign management easy and efficient but (almost) never work. Nothing could be further from the truth. There is no magic pill that can help them solve these problems.
- Wrong Campaign Structure
- Poor campaign structure
- Manual keyword
- Manual ASIN
- Branded campaigns
Using only automatic campaigns
The use of automatic campaigns may seem like a quick fix for many sellers, but it is not always the best solution. It is important to understand the pros and cons of this type of campaign to assess what is right for you:
- Automatic Campaigns
Requiring less effort, keywords are automatically determined by Amazon’s algorithm by extracting them from the title, description and other sections of your product listing.
On the other hand, the targeting of these campaigns is less accurate and you may be wasting a lot of money by showing ads to people to whom they are not relevant. You should not bid too high on automated campaigns as the budget can skyrocket with irrelevant impressions and clicks that don’t convert.
- Creating either automatic campaigns or manual campaigns – not both
- Frequent changes
- Not Using Negative Keywords
Negative keywords keep your ad from appearing in the SERPs. Not using negative keywords can be an expensive mistake.
Let’s say you are selling “mens hiking shoes.” You don’t want your ad to show when a customer searches for “mens formal shoes.” Customers may click on your ad just because they find your hiking shoes interesting to look at, but they lack purchase intent. Creating a list of negative keywords will ensure your ads are getting clicks from shoppers actually looking for your product.
Negative keywords can also include keywords in your ad campaign that aren’t converting. By weeding out those keywords, you can increase your campaign profitability without compromising on visibility.
- No use of Keyword Harvesting
- No active bid management per product
- Limited daily budget
- No ACOS target
- Casting a wide net