When you optimize your campaign, you examine four factors: budget, ASINs, keywords, and bids. Adjusting these factors according to your objectives ensures you’re getting the best results possible for your campaigns. Examples include:
- Make budget adjustments based on the campaign objective
- Review ASINs based on campaign objectives
- Measure keyword performance & update bidding strategy accordingly
Budget
You can use reporting from the advertising console, downloadable reports, or the API to review your ad spend against your budget.
Budget and campaign objectives
Sales Efficiency Objective: The primary metric to measure your campaign against is ACoS/ROAS. Other metrics you might use include total sales, CTR, and conversion rate.
Brand Awareness Objective: The primary metric to measure your campaign against is impressions.
Reviewing spending
Underspending: Confirm that you are setting high enough daily budgets so your campaigns run all day.
Overspending: Make sure adequate daily budgets are allocated to maximize visibility and potential sales throughout the day.
Check how your advertised ASINs
If your campaign objective is to optimize sales efficiency, these are the items you should consider when selecting the ASINs for your campaign.
Remove poor performance ASIN's
Use the Advertised product report to identify the ASINs with the highest ACoS/lowest ROAS and remove these ASINs from your campaigns. This strategy reduces ACoS and increases ROAS by removing underperforming ASINs to avoid paying for irrelevant traffic that won’t get you sales.
Advertise best-selling ASINs
Advertising the best-selling ASINs will have you spending less on advertising and getting more satisfactory ACoS and ROAS
ASINs and brand awareness
When the campaign objective is to increase brand awareness, consider the following options when selecting the ASINs for the campaign.
Quality ASINs
Adding more ASINs to your campaign will mean you can expand reach across your brand and get more impressions. The Advertised product report is used to identify underperforming ASINs. Review your product catalog for quality ASINs that you aren’t advertising, that meet the retail readiness checklist to determine whether to add them to existing campaigns (or create new campaigns).
The retail readiness checklist includes:
- Clear and accurate product images
- Accurate and descriptive product titles
- Over 3.5-star rating
- 15+ reviews
- Enhanced content
- Available inventory
More ASIN: You should look for the ASINs that have a high ACoS and a low ROAS.
Keywords
Reviewing your keyword performance lets you learn how customers are shopping for your products and which keyword and match types are performing well.
Keywords and sales efficiency
Make sure you are competing for the most relevant searches by selecting the best keywords. When optimizing toward sales efficiency:
Remove Underperforming keywords: Review targeting and search terms reports to identify the ones with the highest ACoS and lowest ROAS. Removing these keywords will save money on low performing keywords that pull down the average ACoS and/or increase ROAS.
Add Negative Keywords (Sponsored Products Only): Add search terms with either no sales and high ACoS and/or low ROAS as negative match keywords. This will save money on low performing keywords that pull down the average ACoS and/or increase ROAS.
Keywords and brand awareness
When optimizing toward brand awareness:
Add New Keywords: Use automatic Sponsored Products campaigns to identify how customers are discovering your products and to add those keywords to your existing manual campaigns. Use the search terms report to harvest the high-performing customer searches with lowest ACoS and/or highest ROAS. Adding these keywords to your manual campaigns will help even more customers find your products and increase impressions.
Use all Keyword Match Types: Consider bidding on all types of keywords across all match types to get maximum coverage through the sponsored ad journey. The more keywords you use, more impressions and reach. Keyword types include brand and category. Match types include broad, phrase, and exact.
Keywords and customer acquisition
For Sponsored Brands campaigns, optimize for customer acquisition using new-to-brand metrics. Make sure to monitor the campaign’s new-to-brand performance over time using the performance dashboard and make changes where appropriate.
Identify keywords with the highest % of orders new-to-brand. You should also review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes.
Bid Optimisation
Adjusting bids on different keywords and campaigns can help you reach your goals.
Set the right bids for sales efficiency
Reduce bids on low performing keywords, those with low conversion rates (high ACoS and low ROAS). Doing so will help reduce spend on keywords that have a low chance of conversion, which may achieve the target ACoS/ROAS.
Try automated bidding Sponsored Brands campaigns with low conversion rates to lower the bids for placements if the ad is less likely to convert. Automated Bids: (Sponsored Brands Only):
Custom manual bid adjustment can be used to decrease bids for other placements by a specific percentage. This strategy gives you more control on the amount you are willing to bid on other placements than automatic bidding.
Set the right bids for brand awareness
Here are the strategies for setting the right bids for brand awareness
Adjust Bids to increase Awareness
Identify keywords with high conversion rates and low aCPC and ACoS. Because these keywords are already performing well, increasing the bids on these will help maximize potential impressions.
Adjust Bids on other placements (Sponsored Brands Only)
Identify Sponsored Brands campaigns that are profitable (low ACoS and/or high ROAS), then increase bids for other placements by a specific percentage. This can help you appear in more placements within search results and increase impressions.
Summary
Optimisation of Amazon Ads with your goal in mind, is important to get the best ROI. Whether you want to increase sales revenue, or profit – Amazon Ads has the ability to make improvements.
