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How to optimise Amazon’s Sponsored ADs?
Posted by on February 14, 2021 at 7:34 pmHi all,
I run an e-commerce business on amazon India marketplace which deals in Kitchen & Dining, Gardening (Plant Pots) and Home Decor product categories. We are running sponsored ADs regularly from past 2 years with an average daily spend budget of ₹1000 ($ 13.75), which is a good amount considering the Indian market. But our ACOS is very bad. It ranges from 45% to 85%, bleeding our advertising budget. Our organic sales sometimes cross the sales acquired from advertising.
Please suggest some good strategies to optimise our advertising campaigns so that we bring down the ACOS around 10% – 15%. Your thoughts, suggestions and advices are highly appreciable.Thanks all
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2 Replies
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Try starting with a new campaign with very low bids for your main keywords cuz if your competition overspends throughout the day, they may run out of budget, and this is where you can take advantage of that. It worked for me for a while during holiday season. I got clicks under $0.20 USD!
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My Amazon set up is fairly similar to how i would set up Google Ad search campaigns
One campaign per product targeting keywords, and then ad groups for match type, i don’t personally bother with broad, just phrase and exact, so in your case, and i will use your products as an example
Campaign – Plant Pots
Ad Grp 1 (Exact) – [Plant Pots] – kw’s such as [plant pot], [buy plant pot] etc
Ad Grp 2 (Phrase) – “Plant Pots” – here i would negative the keywords in the exact group and use this to find new kw’s (eventually moving any strong ones into the exact AG or in a campaign of their own)
Product targeting campaigns also work v. well for us, target any other products similar to yours
Also, reviews are huge, so look at maybe using the early reviewer program if you can, unsure if you have Prime in India also, but cvr with prime vs without is significantly higher as many people filter by prime here in uk
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