1. Utilize All Campaign Types:
You should begin with Sponsored Products ads because they're widely used and tend to perform well compared to other types of ads.
But how do you know if you are utilizing Sponsored Products ads for all products in your catalog?
Just head over to the “ASIN coverage” tab on the Audit page.
From the example above, you'll notice that the brand isn't advertising 2 out of 71 products with Sponsored Products ads.
Clicking on the “2 out of 71” link will show you exactly which products are missing in Sponsored Products campaigns.
Once you have ensured a strong presence in Sponsored product results, it's time to expand your campaign mix to include Sponsored Brands, Videos, and Display ads.
Just like with Sponsored Products, you can also identify all the products that aren't being advertised in Sponsored Brands and Display ads using the Adbrew ASIN coverage feature.
For quick action, simply select the products, click on ‘actions,’ and then either launch new campaigns for the selected products or include them in an existing campaign.
2. Utilize All Targeting Types:
If you are looking to grow your brand, expanding your targeting mix can also be super helpful.
On the ASIN coverage page, you can find all the ASINs for which any targeting type such as auto, broad, phrase, exact, product, category, etc., is missing.
Rather than launching campaigns with all targeting types simultaneously, it's wiser to prioritize the targeting yielding the best results within your account.
On the right, you'll see a targeting share graph showing ACOS across different targeting types in your account.
In the example above, category targeting boasts the most impressive ACOS performance. Hence, it's a strategic move for the brand to launch category-targeting campaigns for all their ASINs.
3. Go Aggressive on Placement that’s working best for you:
When you delve into the placement-level data across all campaigns, you'll notice that certain placements are significantly outperforming others in terms of driving orders.
To pinpoint such impactful campaigns and placements, navigate to the “Placement” page on Adbrew. Utilize the available filters to identify placements that are driving a substantial number of orders.
In the example above, it appears that the 'top of search' placement is generating significantly more orders than the rest of the search or product page placements.
Therefore, it would make sense for the brand to use a higher placement modifier and be more aggressive with this placement.
4. Bid Aggressively on Search Terms with high Performance but also high impression rank:
Your search term impression rank represents the numeric rank of your account-wide impression share in comparison to all other advertisers generating impressions for the same specific search term.
For instance, if your search term impression rank is 5 for the search term 'dog food' on August 24, it means that four other advertisers received more impressions than you on that particular day.
So, if 'dog food' is an important search term for your brand, their impression rank can help you determine whether increasing your bids and promoting more products for the same keyword would result in higher impressions or not.
To illustrate, in the above example, the brand held an impression rank of 7 with a 0.73% share for the keyword 'energy drink' from July 12 to August 10.
This could be due to two reasons:
Their bids might be too low, causing their ad to be displayed at the bottom or in less prominent positions on the search results page, leading to fewer impressions.
Alternatively, their competitors might have a larger variety of product options (SKUs) for the same keyword, giving them a more real state on the search results page.
Please keep in mind that the Impression rank or impression share metric is not available in Adbrew as Amazon does not share these reports through API, so you will have to manually download the “Search term impression share” report from Ad console.
5. Target more keywords in your existing campaigns:
Targeting more keywords means, competing in more auctions and eventually getting more impressions for your product.
There are two ways to find new targets for your product:
Harvest converting search terms from one targeting type to another:
Targeting a search term that has performed well in one targeting type to all other targeting types is one of the most effective methods to expand your ad reach with relevant keywords.
For instance, if you have received some orders from the keyword “air freshener” using auto-targeting, you can target the same keyword in manual keyword targeting campaigns (broad, phrase, exact). Utilizing different match types can potentially match your ad with a broader range of similar keywords.
To identify target harvesting opportunities in Adbrew, navigate to the smart recommendation page and access the targeting tab
In the above example, Adbrew is recommending many search terms with low ACOS but is missing broad, phrase, and exact targets.
Keep in mind that as of now, Adbrew provides target harvesting recommendations based on the last 30 days of data. So, if you haven't performed this exercise for a long time, you can manually export and compare your search term and targeting data from the last 6 months to uncover more opportunities
Research new keywords and products
There are multiple sources from which you can find new keywords and product target ideas:
Adbrew Brand Analytics: Enter a seed keyword to generate high-volume relevant keyword ideas.
Adbrew SOV tracker: Check top competitors competing for the tracked keyword and target them in your product targeting campaign.
Amazon autocomplete: Type a few initial characters to describe your product and let Amazon complete the words that are frequently searched by shoppers.
Third-party tools: Use tools like Helium 10 or Jungle Scout to generate more keywords.
Amazon search query performance: Utilize your SQP data to uncover keywords based on search volume, impression share, purchase share, etc.
6. Ensure your Campaigns are running throughout the day:
If your campaign is consistently going out of budget, you'll miss out on the opportunity to generate more impressions.
Check the 'budget utilization hours' and 'budget usage' metrics on your campaign manager page to identify campaigns with high budget utilization and low budget utilization hours.
In the above example, the first two campaigns show significant budget usage but low budget utilization hours, indicating that these campaigns require a higher budget to run throughout the entire day.
7. Bid higher during high sales driving hours and days:
If you have access to 'marketing stream data,' you can identify the high-sales driving hours and days in a week to bid more aggressively and drive more orders.
For instance, in the above example, the brand generates over 45% of its sales between 6 AM and 12 PM. Therefore, they can adopt a more aggressive bidding strategy during these hours to potentially increase sales.
To access marketing stream data, navigate to the 'Hourly Performance' tab on the dashboard page.
To adjust bids during a certain period, go to the 'Dayparting' page and create a dayparting strategy to increase/decrease bids accordingly.
Helpful resource- https://support.adbrew.io/knowledge-base/dayparting-v2
8. Invest in Top-Funnel Sponsored Displays or DSP Audience
Do you think you have maxed out on keyword and product targeting?
Targeting Sponsored Display Amazon Audiences based on lifestyle, interests, or shopping behavior can effectively broaden the top-of-funnel audience for your brand.
For an even more extensive reach, consider leveraging Amazon DSP ads to expand your top-of-funnel audience further.
It's important to note that the ROAS from these campaigns may not be outstanding. Their purpose is to enhance the top-of-funnel audience, which can later be converted into customers through remarketing, Sponsored Products, and Brands campaigns.