If you want to launch a successful Amazon PPC campaign, you have to do more than just set up ads. A well-defined launch strategy is important for achieving the best results. You can increase sales, drive targeted traffic, and optimize visibility by properly developing and implementing your PPC strategy. Making a proper plan of action and a solid strategy can genuinely help you to stay ahead on the long run. Mostly FBA sellers fail to become successful just because they do not keep a proper plan and strategy. In this article, we’ll walk you through the essential steps and the most top secret 3 Amazon PPC launching strategy that you might need to know for a successful Amazon product launch.
In this article, we will cover:
- Understanding the importance of Amazon PPC
- Types of Launching Strategy
- The importance of having a launch strategy
Understanding the Importance of Amazon PPC
Amazon PPC advertising allows you to display your product at the top of search results when potential customers search for relevant keywords. This increased visibility can significantly impact your product’s discoverability and sales. By carefully managing your PPC campaigns, you can attract targeted traffic, build brand awareness, and ultimately increase your product’s organic ranking.
1. Hyper Launch Strategy For Amazon PPC Ads
In Amazon PPC, “Hyper Launch” is not an officially defined term by Amazon. It is a concept or strategy used by some marketers and sellers. It typically refers to an aggressive, highly targeted launch strategy for new products on Amazon. This advertising strategy aims to create significant sales momentum for a new product immediately after its launch. The focus is on generating high sales volume quickly to boost product rankings and visibility on Amazon.
The Hyper Launch strategy aims to create significant sales momentum for a new product immediately from the launch day. The focus is on generating a high volume of sales quickly to boost product rankings and visibility on Amazon.
a) Core Idea of Hyper Launch
The primary goal of this launch strategy is to boost product rankings and visibility in the marketplace, achieve high sales velocity, and improve organic rankings. This approach can lead to higher long-term success by capitalizing on the initial momentum generated during the launch phase.
- High Initial Budget: You must allocate a substantial daily budget ($300-$500) to maximize ad impressions.
- Aggressive Bidding: You need to utilize bid strategies like Up & Down, Placement, and High Bid to secure top ad positions.
- Comprehensive Keyword: You have to target a mix of broad, phrase, and exact-match keywords, especially those with high relevance and the potential to convert quickly.
- Promotional Activities: You can provide promotional activities such as discounts, coupons, deals, bundles, giveaways, and social media campaigns that can further boost your product’s visibility and attractiveness.
- Monitoring and Adjusting: Constantly tracking the performance of campaigns and making real-time adjustments to bids, budgets, and keywords based on data insights.
b) Keywords Strategy To Set a Campaign for Hyper Launch
To set up a campaign, you will need to have a different group of keywords. Because of different groups of keywords, you will expect different units of sales.
Long-tail keywords will be your first target to get most of the sales. Short-tail keywords will be the second priority to get higher sales. Then you should focus on the branding keywords. You have to use your own branded keywords so that people, whenever they search for your brand name, can also get some sales.
After that, competitor-branded keywords will be the least targeted to get sales because you will need to just show your product in front of those searches. This way, your products will get higher visibility, and you can easily do a price battle with your competitor.
Finally, with ASIN-targeted campaigns, you can target your competitor’s detail page. But you need to make sure you don’t put too many keywords in a campaign, like 10 to 15 keywords. You can also try some phrases, such as short-tail keywords, which will be within the long-tail keywords.
c) Hyper Launch Automatic Campaign
For the automatic campaign, you must have two automatic campaigns. The first one is Close and Lose Match, and another one is Substitute and Compliments. Substitute and Compliments will give you only the ASIN, but Close and Lose Match will give you the keyword. So in these two ways, you will be able to see the traffic and how it’s helping your sales.
d) Optimization Of A Hyper Launch PPC Campaign
When you are doing optimization because of the hyper-launch strategies, you should remember one point: it is not very important.
Because you have different goals for your campaigns. So, for hyper-launch optimization, you just need to check sales growth. If you are not seeing sales growth, you need to do some more optimization. But if you’re getting sales, then you don’t need to do much optimization.
You need to check the CVR improvement, as you need sales. Sales are directly related to your conversion rate. So if you see the conversion rate is not improving, then
You can make some heavy changes. The most important part is the BSR rank, and Amazon’s BSR rank is connected with the number of unit sales.
So, in hyper-launch, your goal is to get as many sales as possible. So your BSR rank needs to improve faster. If you see that your BSR rank is not improving, then you must check your campaigns to find out the reasons for not getting higher units of sales. If you’re not improving the BSR or the keyword rank but you’re getting a certain amount of sales for a few keywords, it will help you get an organic rank for those keywords. If you think the keyword is not relevant, then you can put it as a negative keyword.
2. Scatter Launch Strategy For Amazon PPC Ads
In Amazon PPC, the Scatter Launch strategy refers to a diversified and broad approach to launching a new product by targeting a wide range of keywords and ad placements. The Scatter Launch strategy emphasizes getting the product in front of as many potential customers as possible. Instead of focusing on a specific audience, this approach involves casting a wide net to maximize visibility and gather data.
The Scatter Launch strategy emphasizes getting the product in front of as many potential customers as possible. Instead of focusing on a specific audience, this approach involves casting a wide net to maximize visibility and gather data.
a) Core Idea of Scatter launch strategy
The Scatter Launch strategy is ideal for products with broad appeal. When the seller is uncertain which specific keywords or customer segments will perform best at that time, this strategy would be useful.
- Broad Keyword Targeting: Instead of focusing on a few high-volume keywords, the strategy targets a wide array of keywords, including both broad and long-tail variations.
- Automatic Campaigns: Utilizing Amazon’s Automatic Campaigns to automatically generate keyword targets based on Amazon’s algorithm. This helps in discovering new, relevant keywords and product placements that might not have been initially considered.
- Low to Moderate Bids: In a Scatter Launch strategy for Amazon PPC, the “Low to Moderate Bids” approach involves setting cautious bid levels to control spending while still gaining visibility across a broad range of keywords and ad placements. Setting varied bids across different keywords and placements to see which ones generate the best ROI.
- Data Collection: The Scatter Launch relies on gathering data from multiple sources to identify the most effective keywords, ad formats, and audiences. This information is then used to refine the campaigns.
b) Campaign Structure of Scatter Launch Strategy
Keywords give you the most impressions for CTR and CVR. You can optimize your product based on those data points. The core idea for the scatter launch is utilizing a wide range of keywords, like short-tail, long-tail, and brand-relevant keywords.
c) Automatic Campaigns On Scatter Launch Strategy
Your target will mainly focus on Automatic Campaigns. Because an automatic campaign will give you the widest range of traffic, your bid will be low. It will not be high, like a hyper-launch, because it will target lots of keywords. Your goal is to get traffic, so you will be able to choose a down-bidding strategy and a low bid. It can help you get as much traffic as you need.
Finally, the main focus is on the data collection because you will check the keywords. Focus on tracking the performance of your keywords by identifying which are doing well, understanding what people are searching for, and analyzing the top competitors in your category. Measure the traffic each keyword generates and how many sales result from it. Additionally, monitor key performance indicators (KPIs) such as Click-Through Rate (CTR) and Conversion Rate (CVR) to refine your strategy. Collecting and analyzing this data will be your main goal to maximize your eCommerce success.
The way you will create the campaign is more or less similar, but mainly it will be a broad matchdown. You can put like 20 to 30 keywords maximum. Otherwise, you will not be able to get much traffic.
Some of the keywords will take up all the budget. There are also similarities to the hyperlaunch. You will need to create different campaigns, and then you can just add many more keywords than the hyper-launch. The automatic campaign will remain the same.
But you can create multiple automatic campaigns this way, for a close match. You will
have only a single campaign, and the same goes for Substitutes and Compliments.
d) Optimization Of Scatter Launch PPC Ads Campaign
Regarding the optimization, scatter launches are mainly focused on traffic, not sales, so you need to check the targeting and system.
Report frequently because you are generating lots of traffic and clicks, so you need to check data points to see which keywords are doing better. Then you also need to utilize many keywords because you may end up showing your product in many cases that are not relevant to your item. You need to optimize the campaigns based on the reports.
The SQP report will give you in-depth, keyword-level data. On the brand analytics tab, you will see the search performance report. There, you need to check how many searches are happening for a keyword on Amazon. Then, how many percentages are you getting, and based on those percentages, if you’re seeing you getting a higher percentage than you can decide the keyword.
But if you are not getting a good percentage, you can try to improve their bid and then try to get some more traffic and clicks. Finally, with all these reports, you must check the traffic and the impression.
CTR is a very important part of getting some sales and rank. Amazon and you need to show your product in the right place and get that good traffic that can convert into clicks and ultimately sales. Otherwise, you will end up like many other sellers. Most Amazon sellers like to quit their journey within the first year. So without a strategic PPC strategy, you will not be able to establish your products on Amazon.
3. Laser Launch Strategy For Amazon PPC Ads
The Laser Launch Strategy in Amazon PPC is a highly focused and precise approach to launching a new product. The goal of this strategy is to drive relevant traffic that is more likely to convert, ensuring efficient use of the advertising budget.
The Laser Launch strategy focuses on highly targeted marketing and conversion optimization for a new product launch. The goal is to drive relevant traffic that is more likely to convert, ensuring efficient use of the advertising budget.
- Highly Targeted Keywords: This strategy primarily revolves around using exact-match keywords. These are keywords that precisely match the search terms potential customers are likely to use when looking for your product. This ensures that your ads are shown to a highly relevant audience. Targeting niche or long-tail keywords that have lower competition but high relevance to your product can provide higher conversion rates.
- Higher Bids: Bids are set aggressively on these select keywords, often higher than average, to ensure your product gets top placement in search results. This might mean paying a premium for clicks, but it can lead to higher sales and a better return on investment (ROI) when done correctly.
- Conversion Optimization: To maximize ad performance, your ad copy and creative should target keywords and audience search intent, using high-quality visuals to boost Click-Through Rate (CTR). Ensure your landing pages are optimized for conversion with fast loading times, clear calls to action, and relevant information, reviews, and images. Continuously A/B test different ad copies, images, and landing page layouts to improve metrics like CTR, Conversion Rate (CVR), Cost Per Acquisition (CPA), and other key performance indicators.
a) Campaign Structure of the Laser Launch Strategy
In the first phase of the honeymoon period, you need to focus on sponsored product campaigns. You can also run other types of campaigns, but sponsored products are the easiest and most popular ones. In the honeymoon campaign setup period, the campaign should be focused on a long keyword campaign and then a high search for relevant keywords. It’s not like, only high search volume keywords. The keywords should have a high search volume but be relevant to your product.
Then your second keyword data will be based on Helium 10 and the Jungle Scout. They will give you the search volume and show you the competitors as well. It will help you get exact keyword data, which you can run into your campaigns, and improve search query performance.
In this Leser launch, you can’t put many keywords. Generally, five keywords would be enough for a campaign. But if your budget is not limited, you can go up to 10 keywords.
b) Optimization For Laser Launch Strategy
You have to optimize this strategy based on your metrics. For example, if your CTR is high but your impression share is low, you need to push more. But if your CTR and impression share ratio are good, then you can keep them.
Later on, if you see your CVR is over 30% but your CTR is less than 1%, you will focus on CTR. But if your CTR is 1% and your CVR is 10% then you can focus on your CVR. You will need to set a parameter for each matrix and compare them to see which metrics you need to focus on.
Suppose, in CPA, you have like 20% but your CVR is 10% so you need to improve it to 20%. It will seem like the cost per acquisition may go very low, and finally, you need to check the keyword ranks properly.
If you’re not able to get organic ranks for your keyword, then the laser launch will fail for you after two to three months. All the budget you are spending on it will also not give you any sort of benefit.
Extra Tip: Importance of Having a Launching Strategy
Amazon currently hosts over 9 million sellers, and 600 million items are listed on this marketplace. Every day, 1.6 million packages are delivered by Amazon. So it’s a huge battle going on on Amazon, and you need to show your product in the right place. If you can do it, you will get good traffic that can be converted into clicks and, ultimately, sales.
A well-crafted launch strategy is crucial for the success of any new product or service. It ensures a coordinated approach that maximizes impact and drives initial success. By outlining clear steps and allocating resources efficiently, a launch strategy helps you make the most of your budget and efforts, avoiding wasted time and money.
Conclusion!
To sum up, a well-executed launch strategy for Amazon PPC is important for achieving optimal results and maximizing your ad spend. By setting clear goals, conducting thorough keyword research, crafting effective ad copy, and optimizing landing pages, you lay a strong foundation for success. Continuous monitoring and adjustment ensure your campaigns remain effective and responsive to performance data. Remember, a structured approach not only boosts visibility and drives sales but also enhances overall campaign efficiency. The ongoing optimization to stay competitive and achieve long-term success in the dynamic world of Amazon PPC.
Here, at Ecomclips, we have been helping many Amazon sellers boost their sales and capture the market share with both PPC and organic SEO. If you need any help boosting your Amazon sales or making growth on your brand, please don’t hesitate to mail us at our email address info@ecomclips.com. Also, if you need an Amazon store or account audit for both PPC Ads and listings SEO, you can let us know via our email address, and we will provide you with a free account audit.
As an Amazon advertising agency, we have a dedicated Amazon Ads Certified expert team who can build an Amazon advertising strategy for your account whether it’s a newly launched or a running Amazon brand to build traffic and conversion.
Additionally, if you need any assistance, please reach out to us through the comment box. We are here to assist you in managing PPC advertisements to improve your profit, so we offer a personalized approach to our service.
