29 September 2023
Simplifying Amazon PPC – How to Efficiently Add Negative Keywords in Bulk
TweetLinkedInShareEmailPrint In the world of Amazon PPC (Pay-Per-Click) advertising, success often boils down...
Amazon, the largest online retailer globally, has an integrated advertising solution. This solution is for professional sellers, agencies, vendors, Kindle Direct Publishing (KDP) authors, and book vendors. It’s called “Sponsored Products,” or popularly known as Amazon PPC (Pay-Per-Click). Amazon ad campaigns can be automatic or manual. What we’ll be covering in this article is Amazon PPC automatic vs manual campaigns, and how you should use both!
Amazon PPC helps increase your sales by allowing you to create ad campaigns. These ad campaigns target top-performing keywords relevant to your products. These keywords are what shoppers usually search on Amazon. You can be rest assured that they’ll work for your benefit! Amazon PPC helps your brand and your products gain visibility on Amazon search results, product pages, and more.
Since Sponsored Products are cost-per-click ads, you only pay for your ads when customers click on them. You can control how much you spend on the ads by setting your bid per click on each keyword. If you’re interested in starting your Amazon PPC campaign, it’s essential to know that you can do your campaigns in two ways: automatic or manual.
This type of campaign is ideal for PPC starters. With the automatic campaign, Amazon automatically chooses the target keywords for you. This means that you have no control as to which keywords to pick on your campaign. Amazon determines which keywords to include on the campaign based on the content of your product listings as well as on related customer searches. This solution requires you to bid for the entire campaign and/or ad group, not per keyword.
At the same time, your ads will show up on relevant search results and product pages related to what you offer. Your ads will also appear in front of customers who are searching for any keywords that you have in your product listing. For example, if you offer running shoes, Amazon may automatically choose the keyword “running shoes” for your campaign. Therefore, when someone searches for the phrase “running shoes for women,” there’s a huge chance that your ad may appear on the search results for this query.
Contrary to the automatic campaign, the manual campaign allows you to choose (and customize) which keywords to target on your ads. You can do this by using an Amazon keyword tool or by evaluating and analyzing the performance of the keywords in your automatic ad campaign. You can target three types of keywords: broad, phrase, and exact match keywords.
Another great feature of the manual campaign is that you can bid on your choice of keywords, and you have the option to bid different amounts on each of them. This means that you can bid more competitively on top-performing keywords to help you meet your sales goals fast. Manual campaigns are ideal for PPC experts as there’s a huge risk of losing money since keywords and bids are manually encoded.
If you’re wondering which type of campaign is better to use, we say both. This binary approach allows you to do two important things: stay on top of search trends of automatic campaigns, and find the most effective keywords for your manual campaign. Here’s the step by step process on how you can leverage both automatic and manual ad campaigns.
Keywords with high impressions and clicks or conversions are considered good keywords, as long as the average cost per click suits your strategy (and you budget, of course.) After you’ve identified the best keywords, you’re ready to start your campaign with manual targeting.
Note: If you will bid on the same keyword in both manual and automatic campaigns using the same account, you won’t be competing against yourself.
As mentioned, one of the key reports is the Search Term reports in your Amazon Advertising account. Using SellerMetrics you can easily gather these search terms and further optimize via adding negatives and new search terms.
Using both automatic and manual ad campaigns can help you achieve your Amazon sales goals, as long as you would follow the strategy outlined in this article. Meanwhile, if you need help in navigating Amazon PPC, our Amazon advertising software can help. SellerMetrics can help you with bid automation, keyword whitelisting, manual bidding, keyword navigation, search term generation, and benchmarking to develop successful ad campaigns.
If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.
We are SellerMetrics, our Amazon PPC Software helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, bulk manual bid changes, and analytics.