For new sellers looking to introduce their product(s) and brand into the vast Amazon marketplace, and for those experienced sellers seeking to launch a new product or product line; having a well thought-out strategy for a product launch is more important than ever, due to the massive increase in the amount of competition on Amazon in recent years.
While the numbers of sellers may be viewed by some to be increasing at a geometric rate, make no mistake about it, the Amazon marketplace still offers an unprecedented opportunity for those prepared to succeed.
The difference between launching a successful product, or having a product(s) lost in the vast Amazon landscape, starts with having a strong product, knowing your costs on a granular level and not skipping any basic marketing steps in your rush to capture your share of online gold.
The following PPC Launch Method is designed to assist an Amazon seller in…
Having a successful product launch goes hand-in-hand with 7 basic ground rules…
a) Product Title – regardless of the product(s) you’re selling, the title should contain the following bits of information:
b) Product Images – here’s how to create product images that earn more money for your Amazon business…
c) Product Features – the product features are listed in clear bullet points to make it look attractive
d) Product Description – 1) understand your customers (create an avatar that represents the people who will be buying your product), 2) Create a list of features and benefits, 3) create a quick-read description and 4) review your content before publishing.
e) Product Reviews – use them to put the content of your listing: the images, description, etc., into context in a way that either confirms or exceeds expectations
f) Product rankings – the number and positiveness of your reviews are two of the most important ranking factors in the Amazon Ranking algorithm. (If good reviews are written about your product(s), then Amazon considers that important and will ranks it higher than your competitors).
* (The buyer must receive the exact item that appears in the product images. If the buyer doesn’t receive the item with the exact same specifications or feels misled in any way, they may write a negative review and/or return the item. Even if the packaging has changed but the product remains the same, the image must be of the same packaging the buyer receives.)
STEP 1️ — Build Base of Reviews and General Keyword Rank with Manual and Auto Campaigns.
The first step is meant to build up your new product’s base of reviews, get it ranked and recognized on Amazon (for a broader group of keywords and search terms), and to build up your campaign’s history and discover converting search terms to leverage in future campaigns.
Create Base Manual Campaign
This is a single campaign with multiple ad groups. Start off with a Fixed Bid Strategy, where Amazon uses your exact bid for all opportunities and does not adjust your bids based on likelihood of conversion. You may progress to using a Dynamic Down-Only Bids Strategy as needed.
Create Ad Groups 1 and 2, each consisting of only your main 8-15 “best” keywords, which should include 2-3 launch keywords (most relative).
Use Broad and Phrase Match for increased impressions and optimal visibility. Stay competitive at the start with moderate to high bids.
EARLY OPTIMIZATION – heavily leverage keywords using Negative Phrase Match
Create Ad Group 3, which will be used for Product Targeting and Category Targeting with refinements set at Moderate to High Bid. Start this group off with a lower budget allocation that you will increase if successful. You should refine by price range (more than yours) and by star rating (3-4 or less).
Create Ad Group 4, which should be used for low competition Product Targeting under a Moderate Bid. As your new product’s reviews and keyword rank begin to build, you will eventually add strong competitors to this ad group’s structure.
Tips for Finding Low Competition Products to Target with Product Targeting
Use the following filters:
Create Base Auto Campaign
Use Negative Phrase Match and a higher bid price to bid more competitively.
STEP 2 — Create Highly Targeted Campaigns
GOAL ⇒ Launch and rank aggressively
Use a fixed bids strategy with Top of Search (TOS) Bid Multiplier as needed. Each targeted keyword gets its own campaign but can also be done by ad group. The advantages of implementing this are that it can automatically raise ad spend if your ranking slips and can adjust more easily and have better control.
*(SFB Campaigns are used to instruct your audiences (Facebook Group Members, Email Subscribers, etc.) exactly how and what keywords they should use in their “search, find and buy” experience, that rewards your loyal customers and participating followers with a hefty discount. Your product will be ranked substantially higher than if you hadn’t done this all.)
Step 3 — Create Sponsored Brand Campaigns
Set up a Sponsored Brand (SB) Campaign to Compliment Steps 1 and 2 with the following rules:
Launching a new product(s) is an exciting time filled with the potential to start or increase a revenue stream, but it also presents in some circumstances, an opportunity to impact the quality of life experienced by your customers for the better.
The PPC Launch Method is a strategy that can help those sellers with a new product(s) to reach their targeted audiences in a streamlined and cost-effective manner while affording them the opportunity to serve their customer’s desires and important needs.
He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. Now he helps other sellers do the same with free valuable education, PPC Entourage software and the ad agency. He is also the author of the Amazon Ads Playbook series.
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