The Million Dollar Case Study Session #13: Amazon Pay Per Click Strategies
Gen Furukawa
May 18, 2017
Amazon PPC,
Product Marketing,
The Million Dollar Case Study264 Shares
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Facebook264Twitter0The session today is a deep dive into setting up Amazon sponsored products for our product launch. If you caught last week’s session on
Product Launch Strategies, you saw Greg dive into the first two parts of a product launch: email campaigns and promotions. The third part of the launch strategy involves pay per click advertising, which means running paid advertisements to get your product listing in front of relevant traffic.
We have covered some basic and advanced pay per click topics in the past. You can check those for additional insights on setting up, analyzing, and optimizing your Amazon pay per click campaigns.
How to Leverage Amazon Pay Per Click to Get Better Rankings and More DataAmazon PPC Optimization: A Step by Step Guide to Find Converting KeywordsAmazon Pay Per Click Campaigns: How To Advertise Your Private Label Product on AmazonAnd also make sure to check out Session 11 of the Million Dollar Case Study, where
Kym and Greg do keyword research for our hooded baby towels to find the most relevant keywords for the product.
Last week, we also ran a little contest to hear from you about how you are impacted by the Million Dollar Case Study.
The winning entry was submitted by Laura McKenna, who shared this inspiring post:
今天的会议深入探讨了如何为我们的产品发布建立亚马逊赞助的产品。如果你看到上周的产品发布策略，你就会看到Greg深入到产品发布的前两部分：电子邮件宣传和促销。推出策略的第三部分包括按点击付费广告，这意味着运行付费广告，让你的产品在相关流量前上市。
我们已经涵盖了一些基本和先进的每次点击的主题。您可以检查这些关于设置，分析和优化您的亚马逊每次点击支付运动的其他见解。
如何利用亚马逊的每次点击支付，以获得更好的排名和更多的数据
亚马逊ppc优化：逐步寻找转换关键字的指南
亚马逊每次点击付费活动：如何在亚马逊上为你的私人标签产品做广告
同时也要确保检查会议11百万美元的案例研究，由kym和greg做的关键字研究为我们的头巾婴儿毛巾找到最相关的关键字的产品。
上个星期，我们还举办了一个小竞赛，来听听你是如何受到百万美元案例研究的影响的。
获奖的参赛作品是由Laura McKenna提交的，他分享了这个鼓舞人心的帖子：
Jungle Snugs Update
And lastly, a quick update on the Jungle Snugs production. The manufacturer put plastic bags on the packaging, which isn’t exactly ideal. As
Amazon states in its terms,“Poly bags with a 5″ opening or larger (measured when flat) are required to have a suffocation warning, either printed on the bag itself, or attached as a label.”
As we didn’t add a suffocation warning label and don’t have one ready, the poly bag will be removed. When creating the design, Greg made sure to include an exposure to the towel that was less than 1” wide exactly so that a poly bag would not be needed.
Here are pictures of the product:
丛林舒适更新
最后，快速更新丛林的舒适生产。制造商把塑料袋放在包装上，这并不理想。作为亚马逊国家，
“有5英寸开口或更大（平时测量）的塑料袋必须有窒息警告，要么印在袋子上，要么贴在标签上。”
因为我们没有添加一个窒息警告标签，而且没有一个准备好，所以这个塑料袋将被移除。在设计的时候，Greg要确保在毛巾的宽度小于1英寸，这样就不需要塑料袋了。
这里是产品的图片：
So, now to the good stuff… setting up a pay per click campaign! In this session, we were joined by Brent Zahradnik of
AMZPathfinder, an Amazon PPC consultancy.
Here is the full video recap:
所以，现在为好的东西...设置一个每次点击的报酬运动！在这次会议上，我们得到了来自Amazon ppc咨询公司的Brent Zahradnik。
这里是完整的视频概述：
And Brent’s slides, which are loaded with great content:
Jungle Scout’s Million Dollar Case Study Session #13: Amazon Pay Per Click from
Gen FurukawaThe tools you need
We covered some of these tools in Session 11 of the Million Dollar Case Study, but it’s always interesting to see what’s in someone else’s toolkit.
These are the tools that Brent recommends, both free and paid options:
丛林童子军百万美元案例研究#13：亚马逊每次点击Gen Furukawa付费
你需要的工具
我们在第11届会议上讨论了其中的一些工具，这是一项价值百万美元的案例研究，但是看到别人的工具包里有什么总是很有趣的。
这些是布伦特推荐的工具，包括免费和付费的选项：
Our Keyword Scout tool is included in the
Jungle Scout Web App at no extra cost!
And interestingly, the most important tool is what will be unique to your product listing: the actual customer search data that drove visitors to your product page.
A few notes about this: in order to run sponsored ads, you will have to control the buy box. For private label sellers, it is assumed that you will control the buy box, as there should be no one else selling your product. The other caveat is that you can only get customer search queries if and when you are running paid campaigns.
Campaign Structure: What is the best method?
Similar to the tools a given marketer uses, it is always interesting to see how someone running paid campaigns structures their campaigns and ad groups. Everyone has their own preferences, but the most important priority is that it is a structure that is well-organized, easy to understand, and scalable as you add more campaigns and ad groups.
Brent suggests a few methodologies for organizing your paid account, which could look like the following:
我们的关键字侦察工具是包含在丛林侦察网页应用免费！
有趣的是，最重要的工具是什么将是你的产品上市的独特之处：实际的客户搜索数据，驱使访问者进入你的产品页面。
关于这一点的几点说明：为了运行赞助广告，你必须控制购买箱。对于私人标签卖家，我们假设你会控制购买箱，因为不应该有其他人销售你的产品。另外一个警告是，只有当您运行付费的活动时，您才能获得客户搜索查询。
竞选结构：什么是最好的方法？
与给定营销人员使用的工具相似，人们总是很感兴趣地看到那些从事有偿活动的人是如何组织他们的活动和广告团队的。每个人都有自己的偏好，但最重要的是，当你添加更多的活动和广告组时，它是一个组织良好、易于理解和可扩展的结构。
布伦特提出了一些组织你的付费账户的方法，这些方法可以是：
The process of launching pay per click campaigns
Brent has an elegant two-pronged approach to starting with pay per click campaigns for new products. He likes to start with Automatic campaigns to ensure that he created a good listing with relevant keywords (basically that Amazon is understanding the product correctly), and concurrently run Manual campaigns for keywords that are assumed to be relevant.
Let’s back up for one second just to review the basic definitions here:
Automatic Targeting: Amazon determines which search queries will trigger your ad. You set a maximum bid price, and Amazon does the rest.
Manual Targeting: You select the keywords, match type, and maximum bids.
While we’re on the topic of definitions, let’s do a quick review of how match types work. Here are Amazon’s explanation of match types, you can
read more about it here (along with a whole lot of other helpful information about sponsored ads on Amazon):
Exact Match: The customer’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.
Phrase Match: In Phrase Match, the customer search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.
Broad Match: This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or close variants (plural forms, acronyms, stemmings, abbreviations, and accents). The customer search term can contain keywords in any order.
Here are some examples of how these match types would work for our Jungle Stix:
发起每次点击支付运动的过程
布伦特有一个优雅的双管齐下的方法，从每次点击支付运动的新产品。他喜欢从自动竞选开始，以确保他创建了一个有相关关键词的好的上市（基本上亚马逊对产品的理解是正确的），同时为那些被认为相关的关键词进行手工竞选。
让我们后退一秒钟，回顾一下这里的基本定义：
自动定位：亚马逊确定哪些搜索查询会触发你的广告。你设定了最高出价，剩下的由亚马逊负责。
手动定位：选择关键字、匹配类型和最大出价。
在我们讨论定义的时候，让我们快速回顾一下匹配类型是如何工作的。以下是亚马逊对匹配类型的解释，您可以在这里读到更多关于它的信息（以及关于亚马逊赞助广告的大量其他有用信息）：
完全匹配：客户的搜索术语必须与关键词完全匹配，才能显示广告，或关闭确切术语的变体。精确匹配是最具限制性的匹配类型，但与客户的搜索更相关。
短语匹配：在短语匹配中，客户搜索术语必须包含词语的确切短语或顺序或其变体。它比广义匹配更具限制性，针对更具体的受众，通常会导致广告的更相关的位置。
广泛匹配：这种类型的匹配提供了你的广告广泛的交通风险。如果一个客户搜索术语包含所有的关键字术语或接近的变体（复数形式，缩写，词干，缩写和重音），它将匹配。客户搜索术语可以包含任何顺序的关键字。
这里有一些例子，这些匹配类型将如何工作我们的丛林Stix：
So let’s review each step of the process that Brent recommends, and review how he put the campaigns together for Jungle Snugs…
Step #1: Run automatic campaigns
Brent recommends starting an Automatic campaign from the very beginning.
There are two main benefits to this :
You can see how Amazon analyzes and interprets your listings. Basically, as Amazon scans through the keywords you added to your Product Title, Product Features, Description, and back end keywords, does it ultimately show your product ad on the relevant keyword searches? Running an automatic campaign will answer that question.
Amazon’s main priority is generating relevant search results for a given customer search query. Of course, Amazon wants to maximize the likelihood of a click turning into a sale. And because Amazon has troves of data on what searches result in customer purchases, the algorithm may show your ad on new keywords that you didn’t anticipate. You can’t identify such new keywords if you only run Manual campaigns.
Brent also recommends the following for the Automatic Campaign bidding:
Start the budget at $10-$15 per day.
Start the bid at $0.35, and increase the bid $0.10 ever two days, while monitoring spend. Stop when you start maxing out your campaign budgets on a daily basis.
After a few weeks, you will have a better gauge of actual cost per clicks for keywords, and then you can shift more of the spend towards Manual campaigns, where you have greater control of which search queries your product shows for.
Which leads to Step 2, initiating Manual Campaigns…
Step #2: Run manual campaigns
Remember the keyword research that we mentioned above, and covered in Session 11? It’s time to make use of those efforts again. This is why it’s an important task to do thoroughly as it will help you for many months to come.
Brent recommends starting with a Manual campaign using keywords that you anticipate to convert to sales, based on your research, and then let the campaigns run to see which keywords actually do generate sales.
You want to create separate ad groups for each child SKU. Additionally, you can organize by match type to facilitate your bidding and campaign management.
Some general guidelines for your manual campaigns:
Start with a budget of $20-$25 per day. This is your maximum budget, not necessarily what you will end up spending per day.
Brent recommends starting the ad group bids at $0.85, which is higher than the Automatic bids you created above. You can use Amazon’s bid suggestions to help guide you as well.
所以让我们回顾布伦特推荐的过程中的每一步，回顾一下他是如何为了丛林的舒适而组织这些运动的…
步骤1：运行自动运动
布伦特建议从一开始就开始自动竞选。
这有两个主要好处：
您可以看到亚马逊如何分析和解释您的列表。基本上，当亚马逊扫描您添加到产品标题、产品特性、描述和后端关键字中的关键字时，它最终会在相关的关键字搜索中显示您的产品广告吗？进行自动竞选就能回答这个问题。
亚马逊的首要任务是为给定的客户搜索查询生成相关的搜索结果。当然，亚马逊希望将点击变成销售的可能性最大化。而且，由于亚马逊有大量的数据可以说明在客户购买过程中搜索的结果，因此该算法可能会显示出你在新关键字上的广告，而这是你没有预料到的。如果你只进行手工操作，就无法识别这些新关键字。
布伦特还对自动竞选投标提出以下建议：
从每天10美元到15美元开始。
开始时出价为0.35美元，每两天增加0.10美元，同时监控支出。当你每天都在为你的竞选预算做准备的时候，你就会停下来。
几周后，你将有更好的方法来衡量每次点击关键词的实际成本，然后你就可以把更多的花费转移到手工操作上，这样你就可以更好地控制你的产品显示的搜索查询。
这导致步骤2，启动手工运动。
步骤2：进行手工活动
还记得我们在上面提到的关键字研究，并在第11期讨论过吗？是时候再次利用这些努力了。这就是为什么这是一个重要的任务做得彻底，因为它将帮助你在未来的许多月。
布伦特建议首先使用你预期会转化为销售的关键字来进行一个手工的活动，然后让这些活动运行，看看哪些关键字确实能产生销售。
您要为每个子sku创建单独的广告组。另外，您还可以按匹配类型组织，以方便您的投标和竞选管理。
为您的手工活动制定一些一般准则：
从每天20-25美元的预算开始。这是你的最高预算，不一定是你每天的开支。
布伦特建议广告集团以0.85美元的价格开始出价，这比你上面提到的自动出价要高。你也可以利用亚马逊的出价建议来指导你。Step #3: Refine your campaigns
Now that you’ve done the hard work, let the campaigns run for a week or two. You will want to monitor them on a daily basis, and pull the search term report a few times a week to evaluate impressions, clicks, and sales.
Your Search Term Report is a running tab of the data from your pay per click campaigns. You can access it here in your Seller Central account, in two steps…
1. Navigate to Advertising Reports:
第三步：完善你的竞选活动
既然你已经做了艰苦的工作，那就让竞选活动持续一两个星期吧。你会希望每天监控他们，并每周几次调出搜索术语报告，以评估印象、点击和销售情况。
您的搜索术语报告是一个运行标签的数据从您的每次点击活动的工资。你可以在这里进入你的卖方中央帐户，分两步…
1.浏览广告报告：
2. Download your search terms report:
This is going to be your most important report and source of information to feed back into your campaigns and keep them running like a well-oiled machine. It’s also pretty insightful generally, and you can feed some of the findings back into your Amazon listing optimization.
A few other important notes:
As you monitor the keywords that you are bidding on, be sure that they are relevant search terms. This is especially true if you are running Automatic campaigns and/or broad match campaigns. Ensure that you don’t pay for unwanted clicks by adding negative keywords on an ongoing basis.
Amazon has a 48 hour latency period—this means that your reports may not show any conversions immediately. So make sure that you are giving the data adequate time to accumulate before you make too many changes.
这将是你最重要的报告和信息来源，反馈到你的竞选活动中，让他们像一台上好油的机器一样运行。这也是相当有洞察力的一般，你可以把一些发现反馈到你的亚马逊上市优化。
其他一些重要说明：
当您监视您正在竞标的关键字时，请确保它们是相关的搜索术语。如果你正在运行自动的和/或广泛的匹配的运动，这是特别正确的。通过不断添加负面关键字，确保您不会为不需要的点击付费。
亚马逊有48小时的潜伏期，这意味着您的报告可能不会立即显示任何转换。因此，在做太多更改之前，一定要给数据足够的时间来积累。Don’t forget these further resources
If you are looking for more information on Amazon sponsored products and pay per click, make sure to check out our other posts on the topic, which have a lot of valuable content to help you through the process:
How to Leverage Amazon Pay Per Click to Get Better Rankings and More DataAmazon PPC Optimization: A Step by Step Guide to Find Converting KeywordsAmazon Pay Per Click Campaigns: How To Advertise Your Private Label Product on AmazonMany thanks to Brent from
AMZPathfinder for a great session on setting up the campaigns. We look forward to initiating the campaigns and having him back to analyze the data.
Next steps
In the next session, we have Scott Voelker from the Amazing Seller podcast speaking about Amazon SEO. Scott is a tremendous wealth of knowledge about growing an Amazon business, and he will share his strategies for leveraging search engine optimization to generate more organic traffic to our listing.
Make sure you head on over to catch up on this invaluable session here.
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别忘了还有更多的资源
如果你想了解更多有关亚马逊赞助产品的信息，并按点击付费，请务必查看我们关于这个主题的其他帖子，这些帖子有很多有价值的内容可以帮助你度过这个过程：
如何利用亚马逊的每次点击支付，以获得更好的排名和更多的数据
亚马逊ppc优化：逐步寻找转换关键字的指南
亚马逊每次点击付费活动：如何在亚马逊上为你的私人标签产品做广告
许多感谢布伦特从安茨帕探查器一个伟大的会议建立运动。我们期待着发起这些活动，并让他回来分析数据。
下一步
在接下来的环节，我们有来自惊人的卖方播客Scott Voelker谈论亚马逊seo。斯科特拥有丰富的亚马逊业务增长知识，他将与大家分享他的策略，利用搜索引擎优化，为我们的上市创造更多的有机流量。确保你的头在这里赶上这个宝贵的会议。
分享就是关怀！
