The Amazon Seller’s 2019 Prep Checklist
As 2018 comes to a close, it may be tempting to sit back and rest on the laurels of a successful Black Friday & Cyber Monday weekend, or a profitable holiday season. As Amazon sellers, we know better than most that an Entrepreneur’s work is never done. It is with this in mind that I’ve put together an easy to follow, step by step checklist of “Must Do” items to clean up your 2018 campaigns and prepare for 2019.
The first step in cleaning up after a year of hard work is to ensure we haven’t over-optimized. Doing a quick review of our existing negatives, especially directly-related words in negative phrase (and even some in negative exact), is crucial to ensuring we receive those precious impressions at the start of a new year.
Not all products, even traditionally profitable ones, will perform well across all campaigns. Reviewing your products in bulk is an excellent way to identify campaigns and ad groups that may be causing certain products to underperform. This is a great way to cut wasteful ad spend and to ensure you’re investing properly in your products.
High CPC keywords can drain your budget completely, leaving you unable to compete for other keywords and search term opportunities in your niche. Reviewing the performance of your high CPC keywords will allow you to determine if you should continue to invest, or if it is time to reduce the budget (or remove the keyword entirely).
Mastering negative phrase match is an excellent (and increasingly important) method of lowering your ACoS by controlling which search terms Amazon connects to your keywords.
It may seem simple enough, but once a keyword starts generating revenue, it can feel difficult to get rid of it, even with a high ACoS. It might be tough, but learning when to draw the line on a keyword, even one that has generated revenue, is imperative as you look to properly invest your bids and budgets moving into 2019.
Congratulations on completing the checklist! You’ve taken some big steps in preparing for 2019. If you need any additional help in optimizing your existing ads, or in expanding your advertising to increase visibility and scale your profits, we’re happy to help! Click here to check out all of the ways we can help, and use discount code ChecklistDiscount2018 to save 10% on any coaching, Blitz, or management service.