5 Steps to Scale in 2-Weeks

Created: 26-Aug-2024

Last Updated: 26-Sep-2024

• Key Results Achieved in Two Weeks:
• 1. Optimized Campaign Structure
• 2. Leveraging Top of Search (TOS) Placements
• 3. Identifying and Minimizing Wasted Spend
• 4. Dynamic Bids – Up and Down
• 5. Efficient Budget Allocation and Bid Optimization
• Final Thoughts: Combining Proven Strategies for Scalable Growth

When it comes to Amazon PPC, having a set of proven strategies in place can lead to impressive results, even within a short timeframe. On a newly onboarded account, we managed to scale up sales by 52%, reduce ACOS by 32%, and boost ad impressions by 76%—all in just two weeks.

In this blog post, I’ll walk you through the core strategies we used to achieve these results and how you can apply them to your own campaigns for similar success.

Key Results Achieved in Two Weeks:

• 52% increase in sales
• 32% drop in ACOS
• 76% increase in ad impressions

So, how did we do it? Let’s break down the key strategies.

1. Optimized Campaign Structure

Having the right campaign structure is fundamental to scaling up effectively while keeping things manageable. Here’s the approach we took:

• Separate campaigns for individual products: Each product got its own dedicated campaign. This allowed us to fine-tune bids and strategies specific to each product’s performance.
• Split by targeting levels: We organized campaigns by different levels of targeting, from related keywords to highly relevant ones. This ensures that we capture a wide audience but stay focused on keywords that convert well.
• Match types matter: We created separate ad groups for different match types—Broad, Broad Modifier, Phrase, and Exact. While it’s still effective to keep Broad and Phrase keywords within the same campaign, we’ve found that splitting match types makes managing performance easier and more precise.
• Max 30 keywords per campaign: To keep things focused, we limited each campaign to 30 keywords or fewer. This makes it easier to manage and optimize bids and budget while ensuring that no keyword is underperforming or taking away focus from high-converting terms.

2. Leveraging Top of Search (TOS) Placements

Top of Search (TOS) placements are prime real estate for any PPC campaign, and although they tend to have a higher cost-per-click (CPC), they also offer much higher conversion rates. Here’s how we capitalized on TOS placements:

• Use product placement reports: The data you need is right there in your product placement report. By reviewing it, we identified that TOS placements were consistently yielding higher conversion rates.
• Highly targeted campaigns: We set up specific campaigns focused on exact match keywords, with competitive bids, to capture a larger share of TOS impressions. These highly targeted campaigns ensured that we were reaching the most relevant shoppers at the optimal placement.
• Competitive bids for TOS: While higher CPCs are typical, the return on ad spend (ROAS) was well worth it. By strategically bidding for TOS, we saw improved conversion rates and a faster return on our investment.

3. Identifying and Minimizing Wasted Spend

A crucial part of scaling efficiently is identifying where your budget is being wasted and minimizing that spend:

• Negative targeting: We continuously monitored campaigns to add negative keywords to prevent irrelevant clicks.
• Keyword performance analysis: By reviewing reports and adjusting bids for underperforming keywords, we eliminated low-quality traffic that wasn’t converting, allowing us to allocate more budget to high-performing keywords.

4. Dynamic Bids – Up and Down

Dynamic bidding is one of the most powerful tools available for optimizing Amazon campaigns, but it requires close monitoring to ensure it’s working in your favor.

• Up & Down bidding: This setting allows Amazon to increase your bids when there’s a higher chance of conversion and decrease them when there’s a lower likelihood of a sale. It’s a useful feature but requires frequent adjustments to avoid overspending.
• Regular monitoring and adjustments: We regularly reviewed performance metrics and adjusted dynamic bids to ensure that we were capitalizing on high-conversion opportunities while keeping costs under control.

5. Efficient Budget Allocation and Bid Optimization

Finally, none of these strategies would work without proper budget and bid management. We made sure that every campaign had the right balance between daily budget and bid levels to ensure consistent momentum.

• Allocate budget smartly: By shifting more budget towards campaigns and keywords that were delivering the best results, we ensured that we were making the most out of every dollar spent.
• Bid optimization: Regular bid optimization ensured that we stayed competitive while still maintaining a healthy ACOS. This balance helped us generate higher returns without blowing the budget.

Final Thoughts: Combining Proven Strategies for Scalable Growth

Amazon offers a wide range of options and ad types, but these core strategies—an optimized campaign structure, TOS placements, minimizing wasted spend, dynamic bids, and effective budget allocation—form the foundation of any successful PPC campaign. By focusing on these areas, we were able to achieve a 52% increase in sales in just two weeks, with a significant reduction in ACOS and a large boost in ad impressions.

As Amazon continues to evolve, there are always new features to explore, but these are the core strategies that consistently deliver results. Stay tuned for more updates as we continue experimenting with different approaches to further improve performance.

If you’re not already applying these strategies, now is the time to start. They’re simple yet effective and can help take your PPC campaigns to the next level!

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