#5 - Amazon Ads Account Structure
22nd August 2021
I hope this email finds you well and you are having a wonderful weekend, whatever you're doing... relaxing, spending time with your family, or perhaps you're squeezing in a bit of writing!
Welcome to Issue #5 of Author Ads Insider, where we are diving into the topic of Amazon Ads Account Structure.
The process I move through with Amazon Ads looks like this:
RESEARCH > GRADUATE + SCALE > BLOCK
When I'm running Amazon Ads for my wife's books or for clients, I always start off with Research Campaigns, because you may think a particular Keyword or a particular ASIN is bound to convert into sales or page reads, but until you test it, you won't know.
With these Research Campaigns, I'm casting a wide net, then when I find high performing Keywords and ASINs, I Graduate them into a Scaling Campaign and finally, I block these high performing targets in the original Research Campaign that they were discovered in.
Number of Campaigns and Budget
The number of Campaigns you have for Research and Scaling is going to depend on your budget. And speaking of budget, you should set your daily budget at a level where it can sustain 20-30 clicks per day; this way, you'll be able to gather data in a reasonable period of time.
As an example, if your bid for Keywords within a single Campaign was $0.50, you would need to set your daily Campaign budget to $10-$15, which would give the Campaign the potential to generate those 20-30 clicks on any given day.
When using Keyword or Product Targeting Campaigns, I am finding better results when I reduce the number of targets within a single Campaign to 20-40.
This may sound a small number, but if you have a Campaign budget of $10 and have 500 keywords within that Campaign, the budget is going to have to be spread so thin across all of those targets, it's going to take a long time to gather any sort of statistically significant data.
By reducing the number of targets within a Campaign, each target has a fairer and higher chance of receiving a reasonable amount of budget to be able to prove itself.
Given what we've just been through about using a Campaign Budget of $10-$15 per day, you will need to decide how many Research Campaigns you can afford to run at any one time, dependant on your budget.
There are 4 types of Research Campaigns I like to run:
- Automatic Targeting Campaign
-Category Targeting Campaign
- Unproven Keyword Targeting Campaign
- Unproven Product Targeting (ASIN) Campaign
- If you can only budget for one of these Campaigns, that is perfectly ok. What's important is that you take action and you start gathering data. So pick one of the above options and start your research.
With the Scaling Campaigns, I like to have 2 of them:
- Proven Keywords
- Proven ASINs
Once a week, I'll go into the Research Campaigns, pull out the high converting Keywords and ASINs and bring them into the relevant Scaling Campaign. Then I'll negative target these Keywords/ASINs in the original Research Campaign they came from.
So, that is a brief overview of my approach to Amazon Ads...
Let's now dive into the weeds and go much deeper into all of this in today's video...
There's a lot to take in in today's video, so if you have any questions at all, please don't hesitate to hit reply on this email and ask away 🙂
Next Sunday, we are staying on the theme of Amazon Ads, but diving into a tactic that isn't talked about much in the Author world, but it's very powerful...
Until then, enjoy the rest of your Sunday and I look forward to seeing you again next weekend.
To Your Success