Thread by @bowtiedamazon

A quick Friday 🧵on Keyword Harvesting...

We are launching a new item and as I was setting up our PPC campaigns I thought that I would share our general approach to Keyword Harvesting.

Keyword harvesting is the process of constantly identifying and adding the best keywords to your PPC account.

You will most likely start your PPC campaigns with by adding keywords that Amazon recommends or that are top of mind for you.

That's a fine place to start, but if that is where your keyword research ends you won't be able to grow your account.

We start with an Automatic Targeting campaign. Auto campaigns allow Amazon's algorithm to match your ad against any target it deems to be relevant.

You will then review the data that comes through this campaign and start to map and move targets to new buckets. If a keyword drives more than 3 conversions we move to a Manual Keyword campaign into a broad match ad group.

If the keyword has more than 20 clicks and 0 conversion we add the keyword as a negative to the campaign. Same thing for product targets -- ASINs that drive a conversion are moved to a Manual Product Targeted campaign and anything with 20 clicks and 0 sales is added as negative.

Now the fun starts. Any keyword that is showing a conversion rate over 20% is added into the Exact Match ad group and listed as a negative in the broad match ad group (to avoid multi ad groups bidding against themselves).

We are constantly running our auto campaigns and are leveraging this strategy big time. Here is a screen shot of our ROAS performance YTD, as we found more long tail low cost / high converting terms our ROAS improved dramatically.

This strategy isn't perfect and the hardest part is that it requires patiences to let the data bake and ensure that you don't overreact one way or the other, but it will certainly help to grow your ppc performance.

#PPC #digitalmarketing #Amazon

a h/t to @bowtiedopossum on the idea for a flow chart and to @BlackLabelAdvsr who reminded me that I had some PPC work to do today with one of his posts lol.