With Amazon, you can sponsor your products in the search results (for example, to a customer searching for the term "Bluetooth headphones") or in the detail pages of your competitors' products.
Going to the Advigator Targeting tab you will see the sponsored keywords and how they have performed in the past. The same for product pages where you will also see the competitor title and photos.
If you find keywords or competitors that are not relevant, exclude them.
Advigator takes the keywords from the advertising reports and filters them using one of these selection criteria. By default, a balanced criterion is chosen, but you can change it at any time.
Suppose these are all the keywords found in the advertising reports of your previous campaigns. A keyword ends up here if it generates at least one click.
Among this large set, you can choose a selection criterion to quickly filter those you want.
Selecting "At least one sale" will have only keywords that have generated sales in the last year (or if you have just signed up, in the last 60 days).
Or by choosing "At least one sale or high CTR%", will have keywords with sales, and among those without sales, only those that have a CTR% higher than the average.
CTR% is the percentage of clicks on impressions. So a high value means that the product is relevant to the user.
If instead the set of keywords contains many irrelevant terms, we can use the "Relevance with title" strategy to filter only the terms that have at least one word also contained in the product title.
Ok, but which one do I choose? To decide you need to evaluate two factors.
- First is the phase of the product life cycle (For example just launched, growing or maturing).
- Second is the structure of the campaigns you had before Advigator. It is important to distinguish whether you created an ad group for each individual product or whether you sponsored multiple products (e.g. a product line) in the same ad group.
The phase depends on how large the set of keywords collected is so far. If you don't have keywords yet, because you are launching a new product, select "No filter" in order to collect new data for a few days. Keep this strategy until there are no first sales.
As soon as you generate the first sales, reduce the set, and select "at least one sale or high CTR%".
This is a balanced strategy that can be kept active for a long time or even if you are in doubt about which phase it finds you.
When the product is mature and you already have sales from many keywords, use this criterion to focus the budget on the best performing keywords.
Now, there is a small difference determined by how you have structured the campaigns in the past.
If you created a campaign by product, then it is ok. Nothing to do.
If instead you sponsored multiple products in the same campaign this creates issues in advertising reports because there is no way to distinguish from which keyword the sale of that product came from.
To solve this problem, Advigator created the "Title Relevance" strategy to discard keywords that refer to other products.
If, despite this, you continue to have irrelevant words, you can add them to negative phrase keywords to exclude terms that do not refer to that product.
So, here the key takeaways:
- Select the criteria for choosing targeting based on the product lifecycle phase. "No filter" for the first days of new product launches, "At least one sale or high CTR%" for products with sales already, and "Only keywords with sales" if the product is mature.
- If in Targeting you find keywords that refer to other products then use the "Relevance in title" strategy or enter negative keywords to clean the data.