Advertising on Amazon has changed a lot this past year. Many new beta roll outs, like Beta Display last week, have been implemented. Amazon could catch up to Google’s functionality very soon as a result. They are still way behind. One recent change we noticed today was keyword modifiers for Broad Match now work. This is something Google long ago pioneered for Adwords.
Advertising on Amazon has changed a lot this past year. Many new beta roll outs, like Beta Display last week, have been implemented. Amazon could catch upto Google’s functionality very soon as a result. They are still way behind.
One recent change we noticed today was keyword modifiers for Broad Match now work. This is something Google long ago pioneered for Adwords.
A keyword modifier forces some logic behind the use of the keyword. From Amazon’s help file:
“Broad match modifiers can be added by adding the plus symbol “+” in front of the keyword. For example, if you use the keyword “+men shoes” with a broad match, then the ad will only match to searches that contain the word “men”. The ad may match to “men sneakers” or “running shoes for men” but not to any search term that does not contain the word “men,” such as just “sneakers” or just “running shoes.”
You can use Broad match modifiers when adding or editing keywords in the campaign builder, Campaign Manager, bulksheets, or through the ad API.”
This mean that the + sign can force the broad match to always include a select phrase when matching it. This doesn’t help phrase or exact match because those are already in essence keyword modifiers. But if you have 3+ words in a chain, and you want to rule out a certain audience pool on the broad match, simply + whatever keyword you want to be forced to be in use. Using +Men or +Women will force that keyword in use during a broad match comparison.
Amazon has increasingly been making ads more efficient, and I expect many more changes.
Recently we’ve seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn’t. This strategy no longer works with recent changes.
When it comes to the performance of an ad, it’s not about the quantity of keywords added on a campaign, but the quality of them. It’s better to invest higher on keywords that are more relevant to the item being advertised than a lot of keywords that are not relevant at all. This is because you might have many keywords that are pretty similar between them but not all of them will work because these are considered as “duplicate keywords”. It’s better to add keywords that are directly relevant to product (meaning that they must be keywords that are added on the items detail page) and bid high on these particular keywords to increase the chances of better visibility.
When you have duplicate keywords (using the same words), they will compete against each other and even blocking the traffic of those potential keywords that could help the campaign perform better. Hence the importance of the match type as this helps you to fine-tune which shopper search queries your ads are eligible to show against.
You may want to set up a keyword as Phrase or Exact match if, for example, the keyword is related to your item but also happens to be too general or easily confused with another type of product or with a different use because of a close variation. Otherwise, we recommend you to go with Broad so that way your keyword will be more accessible and will cover misspellings and related variations. Consequently, you won’t have to repeat the keywords.
Amazon Sellers, you may or may not come across this error if you are running ad campaigns.
This error will come up if your card has expired, invalid card information or even having no balance.
We were unable to successfully charge you for an outstanding balance in your account. At this time your ads are no longer being shown on Amazon and will not be shown until this problem is corrected. You can retry these payments immediately or edit your payment method and retry. You may need to:
- Switch to a different payment method
- Choose an alternate credit card from your account
- Enter a new card
- Contact your bank about your card
Follow the steps below to change your payment method for ads.
1. On the Seller Central page, click on settings on the top right of the page.
2. Select charge methods for advertising. (You can select charge methods if there are payment failures outside of advertisements.)
3. Select whichever methods you prefer to have Amazon charge on the cost of advertising.
- Bid Down
- Bid Up & Down
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Share a Sale is an affiliate marketing network that simplifies the process of finding affiliates to advertise your brand and products. You pay a one-time fee to join Share a Sale, and from then on, you only pay when affiliates deliver actual results. Grow your online sales and traffic with affiliate marketing by joining Share a Sale’s merchant network. Follow our steps below to set up your Share a Sale account. If you need additional help, contact us about our Share a Sale setup services.
To begin, you will need some picture assets that follow Share a Sales’s perimeters:
The next step will be to set up the legal agreement between you and your affiliates.
Setting the tracker on your e-commerce site:
Log into Share A Sale: https://account.shareasale.com/m-login.cfm and then click step 4 to begin the tracker installation. Depending on which shopping cart you use, you will get a set of instructions on this page underneath the selection.
Follow Share a Sale’s instructions to install the Pixel. Some prefer to have their web developer or admin complete this step.
After you install your pixel, you will have to test the tracker installation. We advise you create a $1 dummy item on your store page to use for the test as the transaction will go all the way through as if you were a customer buying an item on your website.
The final step is the Fee and Payment Deposit. Once this is complete, you are ready to start setting your banners and approving affiliates. Contact us to inquire about banner setup and Share a Sale management.
The best way to setup advertising on Amazon
What I’m about to share is one of my biggest trade secrets. It reveals how I setup advertising. Highly segmented strategies, that produce results. First of all, advertise every product, 24/7. Every product deserves its own bidding strategy, but advertising can always be profitable. Exceptions of course if you’re in beauty – PPC bids there are astronomical. Apply this strategy and you will have control over your Amazon advertising destiny. At MyAmazonGuy we’ve even applied this strategy in foreign languages we don’t speak, with great results. Google translate works. Techniques matter more than language barriers. We recently launched a client in Europe across 6 languages with the below techniques and they are already performing at a 10:1 return. (Returns are easier in Europe than USA)
Ad Segmentation for Sponsored Ads:
We build four campaigns as follows. Each with its own strategy and segmentation.
- Auto Campaign
- Keywords chosen by Amazon, good for keyword discovery in case manual campaign misses opportunity, medium spend
- Brand terms are negated
- Brand Campaign
- Brand terms are only used on this campaign
- Defensive advertising, not incremental sales, low spend. Protects us from competitors advertising on our brand.
- Competitor Campaign
- Competitor brand names are only used on this campaign
- Often very small spend, high results, low impression counts, incremental sales
- Set up to target competitor’s brand keywords in order to gain market share.
- Manual Campaign
- Highly segmented ad groups, will have most benefit, most spend, most sales.
- Keywords are all manually chosen.
We have added the same keywords in the following three formats below, essentially A/B/C testing the keywords for strength. A keyword could perform better in any one of the below formats, and we adjust bids ongoing accordingly.
- Broad Match
- Generically targets the keyword, can have other words in search result mixed, has most impressions
- Phrase Match
- Must contain the phrase, can have other words in search result
- Exact Match
- Is exact match, and only targets when precise letter for letter keyword is used. Least amount of impressions, but most controlled and targeted format.
Each Amazon advertising setup uses a unique bidding strategy. In the case of many brands we choose to apply a growth bidding strategy. Where we put in high bids to test the market, and see what happens due to the competitive nature of your category. If results are poor we will pull back within 2-4 weeks. Our target is to get ads to be performing within 90 days. Advertising in competitive categories can have a ACoS of 30-80%. Advertising in less competitive categories such as home goods, can maintain a 15-25% ACoS.
Bonus round – Create a Facebook meme, and send traffic to Amazon.
You don’t have to a masterful creative designer to make an ad that works. I built this in 3 mins, launched it in 5, spend $50 and made 30 unit sales, and got 900 engagements. Showing up is half the battle. I even put in Pickle Rick for Rick & Morty, which is totally off brand for www.momstir.com, one of the brands I own. It still worked. Because it got people’s attention. I abuse my own brands quite a bit for testing purposes. It’s all about targeting, low bids, right message, and push them to Amazon using an SEO super url. An SEO super url is keywords in the UTF of the coding of the URL. It makes your product rank for those keywords when you get sales when someone clicks the url because it signals to the search engine that someone sought those terms out to make their purchase.