The MerchantWords team recently had the opportunity to chat with Blue Wheel Media to find out more about their strategy for effective Amazon PPC management.
Who is Blue Wheel Media?
Blue Wheel Media is an award-winning, full-service digital marketing agency based out of Birmingham, Michigan, with satellite offices in New York, and San Diego. Founded in 2011 by Trevor George, an 8-figure Amazon seller, Blue Wheel Media works with brands both on and off Amazon to build highly-effective online advertising campaigns. Their primary strategy for Amazon Advertising is "Search Term Isolation."
What is Search Term Isolation?
Search Term Isolation is a pay-per-click (PPC) advertising campaign strategy that allows you to manage the bid on a specific search term, rather than the entire group of search terms related to that keyword, so you keep your target ACoS low and maximize your revenue.
"In the world of Amazon Sponsored Products, it is necessary to understand the difference between a search term and a keyword. A keyword is a word or phrase selected by you, the advertiser, as something you want to target and have your product pop up for, whereas a search term is an actual search entered by a consumer. Each broad or phrase match keyword can have thousands of related search terms... And with Amazon, you can only set one cost-per-click bid for each keyword. This means if you set a bid of $2 for the keyword Cape, all of the related search terms like Dracula Cape, Adult Cape, etc. will also all have the bid of $2. If particular search terms in the group are bad for you, you can't bid down. And on the flip side, if there are search terms that are good for you, you can't bid up."
- BLUE WHEEL MEDIA
Blue Wheel Media’s Steps for Effective PPC Campaigns
1. Take the time necessary to do your keyword research. Review your category and competitors to determine the most relevant and cost-effective keywords for your manual campaigns. Blue Wheel relies on MerchantWords' database of Amazon keywords to discover high-opportunity long-tail search terms for PPC campaigns. Searching by ASIN and your main keywords can help you generate a baseline list.
Use seed terms to identify the top ASINs in your category.
Then drill down into the top ASINs to see what search phrases they’re ranking for on page one.
2. Next, create one (1) Automatic and two (2) Manual campaigns for each group of products. Your first manual campaign is your Research Campaign. Here you bid solely on broad match keywords. As you spend money, the campaign will appear for many new search terms that might drive sales.
3. Your other manual campaign is your Performance Campaign. Here you bid only on exact match keywords. These are search terms that made a sale in your Auto or Research campaign.
4. Once you move a converting keyword to your Manual Performance campaign, remove it from your Auto or Manual Research campaigns. This step isolates that search term and ensures the next time someone does this search, your Performance Campaign is activated (at your desired bid), and you make the sale.
It is, but simplicity takes hard work to achieve and these guys are masters at making money through Amazon Sponsored Ads for brands and enterprise retailers. If you’re one of them and are looking for more help with your digital marketing and advertising, check out Blue Wheel Media to see if they can accelerate your Amazon sales.
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