I'm wondering how would you structure a campaign for a T-shirt that has 15 colors and 6 sizes? Would you put all 90 variants into 1 Ad Group? Or would you only add the cheapest sizes of every color? Or the most expensive sizes per color? Or maybe some size/price in between? Really struggling with this. 😖
Hi, thank you for sharing this knowledgeable video with us. This is very helpful. I have question related to the keywords. How many keywords we have to put in the campaign for the better performance.
Hmmmm. This is really dependent on the budget of the campaign. A $1,000 budget is usually high enough to afford the clicks for each keyword in a campaign. But a $10 a day budget, could barely afford one keyword. Always keep this in mind, its less about the number of keywords, and more about the budget and how much spend you can afford across your keywords. That being said, 10-20 keywords is usually a good average for lower budgets.
Not quite. That would then decrease your RoAS! Ideally you want to maintain the CPC that achieves the best RoAS and then use budget to scale as needed.
Thanks a lot! I was going to rename all my campaigns but I noticed that the bulk files return an error. Is there a way to edit campaigns names through bulk files? Or the only way is manually? Thanks in advance.
How about setting defualt bid at adgroup level? And having a tool which show you the detail of all the adgroups of your campaign? And what if you have thousand of ASIN, you gonna create thousand of campaign ?
You still cant control the budget of an ad group, so until that is there I'm not a fan. For our large accounts we still try and work our way through all of our products. So yep! 1,000's of campaigns :)
Hi there, my instinct was the same as yours to have a campaign for each ASIN (I sell greeting cards and have hundreds of cards/ASINS I'm selling). My last 2 marketers would group things together (ex: Christmas cards, then ad groups for xmas for mom, xmas for dad, etc) and I felt Amazon would toss a ton of money at one ASIN and not give the others a chance for arbitrary reasons (one time I shipped one card in sooner so it got more sales at first....so it seems like if I were to add new Christmas cards next year into this campaign they would never do well because the older ones are more established and would steal the ad spend). Taht being said, as an experiment last week I ran a few campaigns with 1 ad group, no other ASINS. It's tanking my ad spend/sales/ROAS (last week everything was 2x higher). My fear is that perhaps it's spreading my ad spend thin? I'm not sure why this is happening, but it seems like my last marketer's strategy of having a campaign and then all the ad groups, though it sucks for some cards to not do well, it performs better on the whole...? Just wanted your perspective and to see if I'm doing something wrong with my experiments/am I missing something?
Destaney, I know you don't like to negative keywords but if you launch a broad or auto campaign for "cat food" to discover new keywords, doesn't it make sense to negative exact "cat food" to avoid spending 70% of your campaign's budget on a keyword you already have optimized in an exact match campaign?
@@wearebtrmedia I didn't catch it at first glance but I discussed it with someone and...is it fair to assume your broad campaign bids *way* lower than your exact match's (which I get because your exact match is for ranking and brand awareness while the broad/phrase need to be more profitable)? But maybe it's so low it doesn't get impressions on "calcium" because "calcium" is a very expensive keyword?
@@NicksStuff correct. Broad is typically our lowest starting bid, and then we optimize based off of results. But I verified this data in multiple reports and categories. Broad match is NOT being cannibalized by the root terms.
www.loom.com/share/1f08edff33fa49fb8e6c98c67fb07336 In this STR the broad match term is actually our highest CPC, and yet less than 11% of the clicks go to our "root term".
Hi I've been watching all the videos in your channel, thanks for sharing!!, have just one question, you say no more than 1 and group per campaign, got it, but what if I put let's say 10 keywords on a campaign and 5 of those keywords get all the impressions and the other 5 get low impressions or no impressions... thanks for your answer!!!!
@@wearebtrmedia thanks for answering and actually yes, they have good search volume and the bids are just the same as the other keywords that are getting impressions, it seems like amazon is prioritizing 5 keywords and neglecting the other 5... and I've been running that campaign for over 6 months... 😔
@@user-im5er4yo9j more than likely it is the bids. Amazon doesnt "prioritize" keywords (Unless you dont have high enough budget to cover spend), rather they choose who is winning the auction, check to make sure there is relevancy, and then show the ad. The reason your impressions can change overtime when your bid stay the same could be as simple as competitors coming in and outbidding you. All you have to do to test this is raise your bid to like $5 for a day or so and see whether or not you start getting impressions. If you do get impressions - you know you are bidding too low for that keyword.
We run this strategy with 1,000 + ASINs. But we have macros built out to make campaign launching incredibly easy. This helps us combine efficient and granularity.
How do we decide the number of products to be promoted with a given budget? My client usually asks me to advertise 20-25 products for 5000 dollar campaign which is typically for a month.
We typically make performance based budget adjustments. If the campaigns have a strong return, we don't want to slow down. In terms of initial budget distribution, we usually focus on the top down. What is converting best and will perform well if we send it more traffic?
Question: What do you think about competition of campaign for the same asin? For example i have a campagin in exact and another one in phrase for the same asin. If i put 1$ bid for both is an error? In other video you said that sometimes you made bid adjustment to avoid competition, can you make an example? Thx a lot :)
What are your thoughts on lower daily budgets and multiple ad groups? For example, say we have a daily budget of $50 total and we have 30 products (related variations). Would it make sense to break out each variation type in a separate ad group, but in the same campaign? So we have 2 campaigns, and auto and manual both at $25 budget, but a separate ad group for each variation type?
I never recommend running multiple ad groups for the reasons shown in the video. For apparel or listings that have multiple variations with minimal differentiation we typically just put them in the same campaign and ad group for data collection, and then break them out once we have unique data for each.
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Hey Destany, how many products (variations in taste and weight) do you normally put into one campaign?
I'm wondering how would you structure a campaign for a T-shirt that has 15 colors and 6 sizes? Would you put all 90 variants into 1 Ad Group? Or would you only add the cheapest sizes of every color? Or the most expensive sizes per color? Or maybe some size/price in between? Really struggling with this. 😖
10:34 Have you checked if that works with the four *variations* of a product?
No it doesn't
Awesome as always !
by Luka
Amazing video! Keep going !!
Hi, thank you for sharing this knowledgeable video with us. This is very helpful. I have question related to the keywords. How many keywords we have to put in the campaign for the better performance.
Hmmmm. This is really dependent on the budget of the campaign. A $1,000 budget is usually high enough to afford the clicks for each keyword in a campaign. But a $10 a day budget, could barely afford one keyword.
Always keep this in mind, its less about the number of keywords, and more about the budget and how much spend you can afford across your keywords.
That being said, 10-20 keywords is usually a good average for lower budgets.
isnt the budget spend not determined mainly by the cpc? Could you not increase the cpc of each adgroup?
Not quite. That would then decrease your RoAS!
Ideally you want to maintain the CPC that achieves the best RoAS and then use budget to scale as needed.
Thanks a lot! I was going to rename all my campaigns but I noticed that the bulk files return an error. Is there a way to edit campaigns names through bulk files? Or the only way is manually? Thanks in advance.
How about setting defualt bid at adgroup level? And having a tool which show you the detail of all the adgroups of your campaign?
And what if you have thousand of ASIN, you gonna create thousand of campaign ?
You still cant control the budget of an ad group, so until that is there I'm not a fan. For our large accounts we still try and work our way through all of our products. So yep! 1,000's of campaigns :)
Hi there, my instinct was the same as yours to have a campaign for each ASIN (I sell greeting cards and have hundreds of cards/ASINS I'm selling). My last 2 marketers would group things together (ex: Christmas cards, then ad groups for xmas for mom, xmas for dad, etc) and I felt Amazon would toss a ton of money at one ASIN and not give the others a chance for arbitrary reasons (one time I shipped one card in sooner so it got more sales at first....so it seems like if I were to add new Christmas cards next year into this campaign they would never do well because the older ones are more established and would steal the ad spend). Taht being said, as an experiment last week I ran a few campaigns with 1 ad group, no other ASINS. It's tanking my ad spend/sales/ROAS (last week everything was 2x higher). My fear is that perhaps it's spreading my ad spend thin? I'm not sure why this is happening, but it seems like my last marketer's strategy of having a campaign and then all the ad groups, though it sucks for some cards to not do well, it performs better on the whole...? Just wanted your perspective and to see if I'm doing something wrong with my experiments/am I missing something?
When you take over an account, how do you treat the existing campaigns of your customer?
www.loom.com/share/72f8c8489d474ea4872b11fcbd0609c4
@@wearebtrmedia Thank you so much Destaney
Destaney, I know you don't like to negative keywords but if you launch a broad or auto campaign for "cat food" to discover new keywords, doesn't it make sense to negative exact "cat food" to avoid spending 70% of your campaign's budget on a keyword you already have optimized in an exact match campaign?
www.loom.com/share/787743644c0d46bea6dfbe0681c7553e
@@wearebtrmedia Thanks a lot!
@@wearebtrmedia I didn't catch it at first glance but I discussed it with someone and...is it fair to assume your broad campaign bids *way* lower than your exact match's (which I get because your exact match is for ranking and brand awareness while the broad/phrase need to be more profitable)? But maybe it's so low it doesn't get impressions on "calcium" because "calcium" is a very expensive keyword?
@@NicksStuff correct. Broad is typically our lowest starting bid, and then we optimize based off of results. But I verified this data in multiple reports and categories. Broad match is NOT being cannibalized by the root terms.
www.loom.com/share/1f08edff33fa49fb8e6c98c67fb07336
In this STR the broad match term is actually our highest CPC, and yet less than 11% of the clicks go to our "root term".
Hi I've been watching all the videos in your channel, thanks for sharing!!, have just one question, you say no more than 1 and group per campaign, got it, but what if I put let's say 10 keywords on a campaign and 5 of those keywords get all the impressions and the other 5 get low impressions or no impressions... thanks for your answer!!!!
How are your bids for those low impressions keywords? Do the keywords you are bidding on have high search volume?
@@wearebtrmedia thanks for answering and actually yes, they have good search volume and the bids are just the same as the other keywords that are getting impressions, it seems like amazon is prioritizing 5 keywords and neglecting the other 5... and I've been running that campaign for over 6 months... 😔
@@user-im5er4yo9j more than likely it is the bids. Amazon doesnt "prioritize" keywords (Unless you dont have high enough budget to cover spend), rather they choose who is winning the auction, check to make sure there is relevancy, and then show the ad. The reason your impressions can change overtime when your bid stay the same could be as simple as competitors coming in and outbidding you. All you have to do to test this is raise your bid to like $5 for a day or so and see whether or not you start getting impressions. If you do get impressions - you know you are bidding too low for that keyword.
This kind of campaign structure is still doable/efficient when we advertise around 50 products?
We run this strategy with 1,000 + ASINs. But we have macros built out to make campaign launching incredibly easy. This helps us combine efficient and granularity.
How do we decide the number of products to be promoted with a given budget? My client usually asks me to advertise 20-25 products for 5000 dollar campaign which is typically for a month.
We typically make performance based budget adjustments. If the campaigns have a strong return, we don't want to slow down. In terms of initial budget distribution, we usually focus on the top down. What is converting best and will perform well if we send it more traffic?
Question: What do you think about competition of campaign for the same asin? For example i have a campagin in exact and another one in phrase for the same asin. If i put 1$ bid for both is an error? In other video you said that sometimes you made bid adjustment to avoid competition, can you make an example? Thx a lot :)
I believe I touch on this towards the end of this video. No error, and no competition.
Very helpful. As a newbie, do you name your ad groups anyway, even though there is just one per campaign?
I typically just add the ASIN or Product Identifier so that I can easily see where I am at :)
@@wearebtrmedia great, thank you
Awesome video
More keywords= bigger budget for data
Nice vid thanks
What about an IF and THEN video? :)
You mean like "what to do when this or that metric isn't good", not actually programming something with if & then statements?
Thanks :)
What are your thoughts on lower daily budgets and multiple ad groups? For example, say we have a daily budget of $50 total and we have 30 products (related variations). Would it make sense to break out each variation type in a separate ad group, but in the same campaign? So we have 2 campaigns, and auto and manual both at $25 budget, but a separate ad group for each variation type?
I never recommend running multiple ad groups for the reasons shown in the video. For apparel or listings that have multiple variations with minimal differentiation we typically just put them in the same campaign and ad group for data collection, and then break them out once we have unique data for each.