Quick question- Been trying to study up at lot on PPC. Launching a new/first PPC campaign for a new product. Please offer recommendations for your PPC guru’s. Do you guys start your campaign with “Broad” or exact for your manual campaigns or do you do both? And typically how many keywords are you starting out with? I have
I posted this as a response to someone else’s post in this group yesterday but also an appropriate response here.
I have a side gig helping people with PPC and here’s what I would say. Run your auto campaign 7-14 days. Then take your best performing keywords (at this point sales plus anything with a lot of clicks) and put them in a broad ad group. Take irrelevant keywords even if you got a click but no sale and put them in negative for your auto campaign. Now wait 7-14 days. Do the same for auto again and now also for broad. Take best performing keywords from broad and put them into phrase. Take irrelevant and keywords and put them in negative. Take extremely high ACoS and lower your bid. Keep moving from auto to broad to phrase , putting in negative keywords and lowering bids on high ACoS. Finally after another 7-14 days put best keywords in exact ad campaign. You won’t need negatives there. You’ll need to look at your PPC every 2 weeks following the method.
Couple other points: the exact bid amount depends on category and budget but it should end up looking something like auto $0.75, broad $1.00, phrase $1.25, exact $1.50. Exact should only have like 5-10 of the best converting keywords.
All PPC Match types should be in ad groups under the same campaign.
There is actually some evidence that top two keyword fields in back end do have a stronger index than fields 3-5 so put best back end keywords in those fields.
Lastly, use the early results from auto, broad and phrase to help fill in your back end keywords and make sure anything in your exact campaign is also in your title, bullets and description.
I generally keep the auto campaigns going but over time they get stuffed with negative keywords so the CPC and daily spend are low but ACoS is also excellent. I subscribe to the school of thought that keywords should be taken to $0.02rather than paused. However if you have a keyword that is not getting any impressions because you’re using a word you shouldn’t be, then I’ll pause those. On the ad group / campaign level, sometimes it just gets too messy to keep everything going and you have to bite the bullet to clean it up and get things structured right. When you start a new campaign / ad group it takes amazons algorithm about a week to get back up and running again but once it hits full stride then things are better than before.
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