Amazon Ads - any tips?
We’ve been using Amazon Ads for a couple of years now and have seen varied success. Some months we seem to do quite well in terms of ACOS, but other months are awful (in my opinion).
This month for example, we’ve spent £3k (plus vat) so far and made £16k which on the whole isn’t too bad, but some days some campaigns hit an ACOS is close to 40%.
Any tips on how to optimise our campaigns? Is there anyone at Amazon that we can contact for support?
Anyone here that doesn’t use ads? Any particular reason?
Amazon Ads - any tips?
We’ve been using Amazon Ads for a couple of years now and have seen varied success. Some months we seem to do quite well in terms of ACOS, but other months are awful (in my opinion).
This month for example, we’ve spent £3k (plus vat) so far and made £16k which on the whole isn’t too bad, but some days some campaigns hit an ACOS is close to 40%.
Any tips on how to optimise our campaigns? Is there anyone at Amazon that we can contact for support?
Anyone here that doesn’t use ads? Any particular reason?
3 replies
Seller_HSi3B0MiQxcUV
Look at your ACOS on a larger timeframe.
We tend to stick to 14day time frames as it will give you a broader insight into how your campaigns are performing and enable you to act quicker than waiting for a month to pass or the alternative, chopping and changing the CPC daily.
When we notice that our campaigns aren't performing as well, we look deeper into the campaign and look at what particular ASIN/keywords/Categories are falling behind and adjust accordingly. Higher ACOS than we'd like, reduce spend. Very high ACOS but low sales, we increase spend.
The aim of the game on Amazon for campaigns, is to drive your product to the top of the organic rankings. Once it's there, you reduce the campaigns as the organic ranking should take care of the sales for you.
A common strategy i've seen is to campaign aggressively to drive sales quickly and to grow your organic ranking quickly, then dial back the spend once you're at the top spot. Don't expect to be in profit however, the aim of this is getting the impressions to drive sales and thus, increase the rank.
Our lifetime ACOS on one campaign is 25%, yet we budget for 30% in our margin to allow for fluctuations.
I can't speak for everyone, however some products are so well established and bought, there is just no need to campaign them anymore. These are typically short-life items such as batteries for example.
