Chapter 6 – Optimizing Amazon Ads
5 Step System for Amazon PPC Keyword Optimization [VERY EASY]
What do you bid on your Amazon PPC keywords to optimize them for the sales you are getting? Do you bid higher or lower, and how high or low do you go? What should your maximum cost per click bid be? I am asked these three questions all the time from Amazon sellers, and it is a lot easier and faster than you think. You do it by using bulk downloads from campaign manager.
We are going to use your bulk download file inside campaign manager to determine your maximum cost-per-click (Max CPC) and then set these bids at the keyword level. This is how you optimize the bids on the keywords that are running. We do this weekly or twice weekly depending how much time you have.
This is a step that I highly recommend automating with software. A great software to semi-automate this step if you are on a budget is Helium-10 ADS software (affiliate link). Later on, we will discuss how to automate this and more in a later chapter.
5 Easy Steps to Figure Out Keyword Level Bids with Bulk Downloads
1. Download the Bulk Downloads Spreadsheet
After logging into Amazon Seller Central, hover over Advertising and click Campaign Manager.
Select Bulk Operations.
Use a 60 days Date range, and Exclude Terminated Campaigns and Campaign items with zero impressions.
Then click Create spreadsheet for download.
Once the spreadsheet is ready to download, click download.
2. Upload to Google Sheets
Open a new Google Sheet. Head to File and Import.
Click Upload and then Select the excel spreadsheet that you downloaded from Amazon Seller Central.
Insert a new sheet(s) and hit Import Data
3. Organize and Consolidate Your Bulk Downloads Report
Next, we are going to delete all the columns and rows that we will not be using. Remember the goal of a bulk download report is to figure out your keyword bids and Max CPC. First, we are going to delete all columns that are not needed.
Delete the following columns:
- Record ID
- Campaign ID
- Campaign Daily Budget
- Portfolio ID
- Campaign Start Date
- Campaign End Date
- Targeting Type
- Product Targeting ID
- Total Units
- Bidding Strategy
- Placement Type
- Increase bids by placement
Next, we are going to separate each product into its own sheet. To do this, highlight the entire sheet, and then click Data → Sort range
Then, select Data has a header row, Sort by Campaign A→ Z, and finally Sort
Then, simply copy and paste each product into its own sheet.
After that we want to eliminate all rows that are not keywords. This can be done by sorting by Record Type (column A) and deleting everything that is not a keyword.
Delete all of the non-keyword rows.
Finally, sort by Match Type and delete all the negative keywords.
Delete all the campaign negative phrase and campaign negative exact keywords.
Now we have our final list of keywords that we want to figure out the maximum cost-per-click for.
4. Add Three New Columns And Calculate Max Cost-Per-Click
Add three new columns to the right to help calculate your Max CPC, just like we did before.
Label these three columns Clicks/Orders, Max CPA, Max CPC.
For Clicks/Orders simply make a formula to take clicks divided by orders. Highlight the cell that you want the formula to be in and then click the ∑ button. Then click the cell under Clicks, the / sign, and the Orders button.
Maximum Cost Per Acquisition (Max CPA) is the breakeven cost of the product that you are advertising for. For the example that we have been using, our Max CPA is $7.09
Calculate this by going to your listing with the Helium 10 Chrome Extension (it’s free) and put in the cost of the product you sell and use that number.
Maximum CPC is simply the Max CPA / Clicks/Orders. Use the same formula button that you did above and take the Max CPA divided by Click/Order
Use the little box to drag the two formulas you just created down all your search terms. WAIT to put Max CPA in at this point.
5. Change Your Bid
Change your bid inside campaign manager to this new Max CPC.
Action Items for Chapter 6
- Download your bulk downloads report
- Calculate your max CPC
- Change it in campaign manager.
- Put this on your calendar to do weekly
- OR Automate this step with software. We recommend Helium-10 ADS software(affiliate link), if you are doing under $25k/month. More on that in the next step
If you want support in this Amazon PPC journey, this is where I can help.
- This training comes from my book, Survival Guide to Amazon Ads, on paperback and on Kindle. Support this free training by purchasing it! 🙂
- Doing under $25k/month? Master our free Amazon PPC Masterclass.
- Doing over $50k/month and want Amazon PPC done for you? Apply here.