If you sell on Amazon, you want to expand and grow your business. Growth leads to more growth in the Amazon world,and the larger your business becomes, the easier it is to reach a more significant number of customers and increase sales.As you climb the rankings, you may even become a serious competitor to the top sellers in your category. You can use several strategies to expand, and the best one for you depends on how well your campaigns are performing.
Do you have you gotten some extra ad spending and are not know how to use it best? We are here to help you optimize your Amazon PPC account, regardless of your current Amazon campaign status
Scaling Campaigns At or Better Than Your Target ACOS
Congratulations if your campaigns are at or better than your target Amazon ACOS! You're in a great position to scale up because marketing campaigns at or below your targeted ACOS are the easiest to expand. Here's how to do it effectively:
1. **Increase Your Budget:** Ensure your successful campaigns are budget-limited only if there's a good reason, such as limited inventory or supply chain issues.
2. **Utilize Search Term Impression Share Reports:** Check your Search and ad Term Impression Share reports for Sponsored Products and Sponsored Brands to see if there's room to improve your rank by bidding more aggressively.
3. **Bid Optimization:** As you scale, continually optimize your bids. Identify and adjust bids on keywords that are not performing as well to prevent runaway ad spend.
4. **Gradual Budget Increase:** Increase your budget gradually, spreading the ramp-up over a week by 25% increments. Avoid doubling your budget overnight to prevent ACOS from skyrocketing.
5. **Single Keyword Campaigns:** For campaigns with multiple keywords, move the top 10 performing keywords to single keyword campaigns with dedicated budgets and placement settings.
6. **RPSB Keyword Research:** Continue conducting RPSB keyword research and graduate your search terms. Remember to include product and keyword targeting for comprehensive Amazon ad targeting coverage.
Scaling Campaigns Worse Than Your Target ACOS
Scaling underperforming campaigns requires careful control and optimization. Here's how to manage and scale these campaigns effectively:
1. **Bid Optimization:** Control your ACOS by optimizing bids instead of pausing high-ACOS keywords outright. Calculate good bids by multiplying your revenue per click (RPC) by your target ACOS.
2. **Identify Low-Order Keywords:** Hunt for keywords with low order frequency draining your ad spend and adjust their bids accordingly.
3. **Long-Tail Keywords:** Gradually add long-tail keywords to your campaigns. Over months of optimization, you may lower your ACOS while increasing your ad spend.
4. **Experiment with High ACOS Keywords:** Occasionally, test higher bids on potentially high-value keywords to see if increased spend improves performance, but do so cautiously.
5. **Product Page Optimization:** Improve your product pages by testing different price points, ensuring high-quality product photos, adding lifestyle images, and including videos. A strong Amazon review strategy can also enhance your product's credibility and performance.
Scaling with New Amazon Campaigns
Creating new campaigns is one of the easiest ways to scale your Amazon account. Here's how to explore new opportunities:
1. **Explore New Ad Types:** If you have extra ad spend, try Sponsored Brands and Display ads. Using these new ad types with your best keywords can boost your account growth significantly.
2. **Brand Defense:** Bid on your brand in Sponsored Products or use it as a targeting type in Sponsored Brands or Sponsored Display to protect against competitors. This Amazon ad targeting strategy ensures your brand stays competitive.
3. **Diverse Strategies:** Expand your campaigns by finding new keywords with reverse ASIN, cross-selling complementary products, and combining different ad strategies. This diverse approach to Amazon ad targeting can help reach more potential customers.
4. **New Campaign Creation:** By adding new campaigns and targeting different types of ads, you can scale your account without altering existing campaigns. Internal data shows that having Sponsored Brands and Sponsored Display ads active boosts the performance of Sponsored Products campaigns.
Key Takeaways
Scaling your Amazon PPC account requires a strategic approach tailored to the health of your campaigns. Increase budgets gradually and keep optimizing bids for campaigns at or better than your target ACOS. For underperforming campaigns, focus on bid optimization and long-tail keywords. Enhancing your product pages can also improve campaign performance. Lastly, creating new campaigns and exploring new ad types can significantly boost growth.
Utilize Amazon ads and Amazon ad targeting to strategically scale your account and maximize growth, reaching new heights in your business!