Why less is more when it comes to launching with Amazon PPC

keyword targeting launching sponsored products Sep 24, 2019

Less is more, as the saying goes. 

And that couldn't be truer when it comes to how many keywords you should start with in your Amazon PPC campaigns. 

You see, when it comes to launching a new product, our PPC strategy is different from others. Very different. 

The very first thing we do is calculate how many units we need to sell in order to rank for our main keyword, and the budget required.

We then start off with two manual ‘research’ campaigns - one for broad and phrase match types, and the other for exact match. And in those campaigns we have - wait for it -  just one keyword - the main keyword. 

There are two advantages to this approach. First, the entire budget is 100% focused on that single keyword for maximum sales velocity so we can rank for it as quickly as possible.

Second, we are able to gather valuable search term data as quickly as possible, discovering multiple keyword variations and seeing which ones convert - at the lowest cost.

As soon as we achieve the desired ranking position, we begin dialling back the budget and start targeting the long tail variations that have been generated.

We call this the ‘go big and go hard’ approach!  But for this approach to work, you need to be confident that you know what your main keyword is.

So it is imperative that you carry out robust keyword research to identify the most highly relevant, high traffic keywords so you can make your selection.

A great place to start is with Amazon's Auto Suggest which will generate a list of popular keywords directly from Amazon.

You can also use software tools like Helium 10 Magnet to validate which are the most relevant, high-volume ones.  

This is a far more effective way of starting your PPC campaigns than the traditional 'throw as many keywords as possible into a manual campaign to see which ones convert' approach. 

All that will do is waste your ad spend on irrelevant keywords, and take longer to rank for your main keywords.

This is how we start every product launch with Amazon PPC and should be enough to get you started the next time you're launching a new product.

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