PPC FUTURE PLAN

Campaigns to Launch: Phase 1 

• Catch all Campaigns - Brand Defense Keyword and Product Targeting.  

• Auto Campaigns- Launch discovery campaigns targeting ASIN and keywords. Auto Close match , Auto by targeting all match types (with Lower bids). 

Close match - Your ads will be matched closely to the search term

Loose match - Your ads will be matched broadly to the search term

Substitute - Your ads will be matched to substitute products or another design of products

Complements - Show ads to customers who visit product pages of items that complement yours.

• This type of campaign will be launched to gather real-time data from shoppers' search terms. These campaigns are for product discovery to find converting keywords. Thus, we will run all Auto targeting and provide the most optimal environment on bids in order to advertise the low moving ASINS.

• Discovery campaigns - ASIN specific Auto and keyword research (broad and phrase keywords).

• Manual Campaigns- Launch to have more targeting precision.

Listing Keywords Campaign - Exact (keywords that can be found in the listing) To let the Amazon algorithm easily match our product to the correct category search terms.

Competitor Targeting Campaigns - Exact (Competitor brand - exact name or keywords converting well for our competitor ) 

Organic keywords campaigns - Exact  (keywords that we are ranking organically, helps in indexing)

ASIN specific Brand Defense Campaign (Keyword and Product ) - to defend our product from steal market share if we are targeted by the competitor or other brands.

SB campaigns (Brand Defense) Video Ads (Create Exact Match using converted keywords from sponsored product advertising)

- Focusing on brand awareness campaigns by setting a well structured  Sponsored Brand video ads.

SD Brand Defense product targeting campaigns.

Campaigns to Launch: Phase 2

Converted Keywords Campaigns

• Create campaigns for converted keywords from Broad and Phrase campaigns with greater than or equal to 3 orders and launch it as Exact campaigns.

SP Category Targeting

• We will target own category to help rank under same category.

SB - store spotlight  and product collection campaigns

• Making use of product collection and store spotlight ad format - Keyword and Product targeting (Utilizing the converting targets from phase 1.)

Future Plan and Recommendations: Phase 3 

• At this stage the focus will be on low performing ASINs.

• Additional Keyword research

• Campaign creation

• Bid Optimization

• Expanding SD campaigns and making use of Purchase remarketing.

• Finding new competitors that we can target. (High price, low reviews)

• Increasing the BSR and listing visibility.

Note: Campaign strategies are subject to change depending on the metric  performance.

CAMPAIGN OPTIMIZATION

Weekly Campaign Optimization

• Negate irrelevant search terms and ASINs (Auto and Manual Campaigns)

• Increase bid to keywords and ASIN targets with little to no impressions

• Lower bid to poor-performing keywords and ASIN targets (clicks with no sale)

• Identifying targets with high ACOS and optimize bids accordingly

• Cut bleeding keywords and ASIN targets

PPC WORKFLOW

• Daily

• Monitoring of the account.

• Weekly

• Bid Optimization to control ACoS.

• Bid Optimization to increase Impressions/Clicks

• Cutting bleeders - negative targeting.

• PPC Metrics internal tracking - e.g. Spend, Sales, ACoS, Tacos, CTR, CPC, CVR.

• Bi - weekly

• Launching converted search term keywords that have good orders in manual campaigns. 

• Analyzing past results and creating strategy for future.

• Checking budget utilization and recommendation for next month.

• Monthly

• Analyzing results of the current strategy executed.

• Suggestions for any applicable action plan to implement next month.

• Submit a monthly PPC Analysis and Future recommendation.