Managing those along with the highest volume kw with low SFR rankings (Brand Analytics - BA)
The goal of campaigns and therefore campaign structure is to create the most exact set of kw to your listing/product.
Before BA, one would run auto and broad to narrow down to phrase which would then narrow further to your exact match campaigns - the point is to isolate kw in exact which offers the most control on bidding and placement (TOS).
So in the end keep your exact match campaigns seperate from the rest and funnel all your auto and broad towards your exact match campaigns.
Now without bidding software it makes it a painful process - you can always use excel uploads and automatically adjust bids by a percentage and upload of course.
As of 10/16/2023 - PPC has become stupid expensive even for high converting and high CTR kw - the name of the game is to use external marketing (contingent upon niche) along with PPC to bring down CPCâs but maintain relevancy - without which a PPC alone strategy is doomed to fail.
Anything more specific and youâll just have to ask as itâs a very wide space to cover.
Keep an eye on this setting in campaigns=>settings. They wonât spend more than your daily budget in the end, but this is usually set to 100% which IMHO can waste a lot of your budget quickly.
This is exactly where it gets stupid. I have a friend that hired someone to manage their ad spend. They spent $12,000 3 months in a row, then asked me for help. I dug into it and they were spending $19 per unit sold in ads to sell $20 products. That might make sense for one month to kick off a new product but over and over?
Daily budgets are your best friend with ads. The problem is there is no cap on overall budget if you are doing ads for a multiple products. Thatâs where the manager needs to step in, set a limit and keep an eye on it. If not, it can get out of hand quickly.
I spent most of today doing emergency maintenance on our account because this same employee messed up a bunch of things including our disbursement account leading Amazon to issue a 24 hour suspension warning. Basically, I had to put aside keeping him from losing us money to keep him from losing us our account.
You are honorable in your concern for the company. Maybe he needs to fail so management can see the problem they have if they wonât heed your advice. Or is he family?
If you demonstrate superior knowledge of PPC could it become another task assigned to you?
Donât forget to put a start and conservative end date especially if youâre advertising seasonal items. You can always do another campaign or extend the old one.
He has. The fallout is that he moves on to something else and I spend hours/days/weeks cleaning up after him.
Not so far as I am aware.
Possibly but unlikely. What usually happens is that I put up enough of a stink with the knowledge I mostly got from reading this forum (or just from having a brain) to convince my boss not to do something stupid, then either my coworker finds a different way to mess things up or he comes up with a different plan and pushes it through my boss behind my back so I donât find out about it until itâs too late to stop it.
I donât know what your situation is, but if I had a job where I didnât have firing power over the employee causing problems, and I had no ownership stake in the business, and I had to work more to clean up someone elseâs mess, Iâd be demanding extra pay for that. Otherwise the owners can go spend the time to clean up themselves, especially if I warned them about it.
In this situation Iâd draw the line at âeither I manage the account or this other employee does.â I donât know how important Amazon sales are to your company, but hopefully itâs a small part of it, if theyâre letting someone incompetent manage the account.
So I was wrong. I havenât done PPC since 2023. Now that I have resumed my Ops in 2025 - I handed PPC off entirely to software/agency. That didnât really pan out well. I am using another Agency and Software that is extremely robust.
Phrase and Broad are cheaper than Exact so you would mainly use Exact (ToS) to rank, but once you rank, you would use Broad and Phrase (All other placements not ToS and PDP).
Now obviously tracking everything including organic rank, CPC, break even bids, isolating performing KW based on SQP (Search Query Performance) - all of this without a solid tool is nigh impossible. But yes I wanted to correct my distinction between the match types lest I lead anyone astray.
T_T
PS - PPC is highly data driven and there are a ton of data points to make sense of. People smarter than myself do this for a living and there are entire cottage industries dedicated to it. All those guys are smarter than me. Iâm hella dumb. That is all.
Yup, and I wish I would have realized this sooner. We got a good expert with us for the last few years. Itâs nice not having to think about PPC anymore, in terms of managing it.
