Boost Your Amazon Ads: 7 Optimization Tactics You Need to Know

Many new sellers may fall into a difficult situation after launching ads: they don't know how to optimize their ads. Continuing to run ads with the initial settings is definitely not going to work, the order performance is not ideal, but they want to optimize and don't know where to start.

So how should Amazon Ads be optimized? Today, UYou is offering you seven Amazon ad optimization tips, from creating ad campaigns to analyzing and adjusting, to help you systematically optimize your advertising operations.

Contents:

1/ Ad Campaigns & Ad Groups

2/ Ad Optimization Cycle

3/ Different Types of Ad Reports

4/ Focus on Two Types of Keywords

5/ Focus on Two Metrics

6/ Negate Wasteful Keywords

7/ Ad Performance & Listing Optimization

01. Create Easy-to-Analyze Ad Campaigns/Ad Groups

If you are advertising many products, it is recommended to have one ad campaign per product, as this will help with subsequent ad performance analysis.

When creating Amazon ad campaigns, it is recommended to use: multiple ad groups, multiple keywords, and multiple bids.

Multiple Ad Groups: Set up separate ad groups for different types of keywords (broad keywords, long-tail keywords, etc.), different types of targeting (ASIN targeting, category targeting, etc.), different variations, and different match types (broad, phrase, and exact) to increase product exposure.

Multiple Keywords: Advertise with broad keywords, long-tail keywords, ASIN targeting, etc. It is not recommended to only focus on one type.

Multiple Bids: Try different bids to quickly find the bid range and corresponding click volume.

For manual keyword targeting campaigns, it is recommended to target a maximum of about 20-30 keywords per ad group, and continuously filter out underperforming keywords and add new keywords. After each filtering, add the corresponding number of keywords removed or even more, but do not exceed 30 keywords.

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(Source: YouMailCloud -> Ad Campaigns)

02. Ad Optimization Cycle

Generally, use a week as a unit, or even longer time periods. It is not recommended to adjust ads on a large scale every day, because Amazon ad data attribution takes some time. Daily adjustments do not allow enough time for data to emerge, making it impossible to effectively track optimization results.

You can perform daily checks, such as: whether ads are paused due to being out of stock? Whether there are abnormal budget overruns? etc. Check and resolve these routine issues.

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(Source: YouMailCloud -> Ad Campaigns)

03. Different Types of Ad Reports

Ad Campaign, Ad Group, Advertised Product, Placements, Keyword, Product Targeting, Search Term, Purchased Products and other reports can all be used to analyze corresponding ad performance. You can download individual reports from the Amazon backend, or you can directly analyze synchronized ad report data directly in the YouMailCloud system.

Daily Analysis: Do ad budgets and bids need to be adjusted? Are ad impressions, conversions, etc., meeting expectations? Is it necessary to increase investment? Do ad strategies need to be adjusted? ...

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(Source: YouMailCloud -> Ad Campaigns)

04. Focus on Two Types of Keywords

1. Primary Keywords

When doing ad analysis, you need to focus on primary keywords. Do they have enough impressions? Sufficient impressions are needed to bring more clicks and conversions. If you are not getting enough impressions, further analyze the reasons: Are the keywords not targeted correctly? Is the bid too low? Is the budget insufficient? ...

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(Source: YouMailCloud -> Targeting - Keywords)

2. High-Spend Keywords

High-spend keywords are generally keywords with high impressions and high clicks. For these keywords, we need to analyze and filter them one by one to confirm: Are they highly relevant to the product? Can they bring conversions? If they perform well, keep them. If they perform poorly, further measures can be taken, such as retargeting, adjusting bids, or using test orders to activate them.

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(Source: YouMailCloud -> Search Terms)

05. Focus on Two Metrics

1. Traffic

Traffic issue, which is the impression volume issue. If ad traffic does not reach expectations, a simple way to improve is to increase bids, check relevance, and the keyword's own traffic, etc.

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(Source: YouMailCloud -> Targeting - Keywords)

2. Conversion

Conversion is closely related to the Listing. Factors that affect conversion rates include: title, price, description, reviews, QA, Buy Box, etc. If conversion rates decrease or there are no conversions, you can start from the above factors, find the reasons, and complete corresponding optimizations.

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(Source: Amazon Top Selling Product)

06. Negate Wasteful Keywords

By analyzing user search terms, identify irrelevant keywords that are matched or keywords with extremely poor performance, and add them to negative targeting.

For example, if the targeted keyword is "shoes for men", but in the search terms, most of the matched terms are "Nike shoes for men" and the ACOS of the keyword "Nike" is very high, or there is only high spend without conversion, you can add the keyword to phrase negative keywords.

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(Source: YouMailCloud -> Search Terms)

07. Ad Performance & Listing Optimization

The effectiveness of Amazon Ads is directly related to the quality of the Listing. The structure of the Listing will affect the direction of ad performance. The analysis of ad performance provides data support for the re-optimization of the Listing, and the re-optimized Listing will help boost ad performance to be even better.

Therefore, to do well with advertising, you need to simultaneously optimize the Listing, including: title, images, price, description, Reviews, QA, inventory, etc.

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(Source: Hugo Cross-border E-commerce)

Analysis and optimization of Amazon Ads are the foundation of ad operations. Clarifying optimization ideas and directions, and using appropriate tools to simplify complexity will achieve twice the result with half the effort.