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Headline Search Ads Management (1. Campaign Creation (Variables) (1.2…

- - - - Are some products more likely to be purchased together?
        
        In SP: Are customers more likely to click one ad, and then buy another?
        
        Repeat Buyers: Are customers who buy multiple ASINs over time more likely to purchase one ASIN, then another?
      - Amazon recommendations
        
        Complementary Products: Target products that are used together, creating a demand for each other.
  - - - Product review phrases?
      - Product listing or title?
      - Website copy?
      - Keywords popular in SP?
        
        How do I identify trends of keywords from SP that constantly show up and convert into sales?
        
        Current process: use search term report to ID customer search that generated 1+ order in last 60 days.
        
        Import into a word cloud (free) to identify terms that show up most often.
    - - Create headlines with engaging messaging
        
        “Exclusive” or “New”
        
        Include actionable phrases such as “Buy Now” or “Save Now”
        
        • All claims must appear in product detail page
        
        Avoid any unsupported claims like “#1” or “Best Seller”
  - - - What should my initial bid be per keyword?
        
        Current Process: 30% premium from SP average cost per click at the account level.
      - What should my initial win rate be per keyword?
        
        Current process: Most contributing keywords from SP - give win rate of over 50% (arbitrary)
    - - Amazon's Suggested
        
        Keyword traffic indicator : do we choose kw that have the highest volume to start out with?
        
        Current process: undefined
        
        Type customer search term into box manually. Amazon shows recommendations.
        
        If traffic is medium or high & the keyword subjectively relates to products in group, add keyword.
      - Sponsored Ads performance
        
        What match type do we start out with? Why?
        
        Current process: Undefined.
        
        Start out sometimes with broad match, most mostly just use match type from Sponsored Ads to simplify
        
        If in 7 days traction is limited from phrase / exact, i'll add back in as a broad match to simply gain traction
        
        Teika Recommendation: Use same keywords recommended from Auto to manual. Map to specific headline search campaign as well. Add into HSA campaign as a phrase match as well. Give premium bid.
- - - - How do placements relate to bid adjustments?
      - What placement / bid combination works best for my products?
  - - - Problem: HSA does not provide customer search, just keywords. Cannot refine target match type with HSA data alone.
        
        Where do I find new keywords to add? #
        
        Should I be adding new keywords, or simply creating new campaigns based on trends?
    - - Problem: No negative keywords in HSA
        
        Teika Recommendations: Thresholds to recommend pausing KW (click or impressions based rather than simply spend based)
      - Bid Adjustments
        
        Current Process: Add KW as a broad or phrase match. If keyword ACoS is too high, decrease bid
        
        If bid decrease does not help and win rate is between 0 - 25%, pause original and refine target match type.
        
        Judge performance of new keyword as a separate entity, and do the same.
- - - - Pause "losing" campaign
        
        Nudge seller to check out the performance of their split test. #
  - - - Products
        
        Select location (amazon stores v. product page)
        
        Select products for campaign V1. Select products for Campaign v2.
        
        Write headline for both campaigns (same)
        
        Select hero image for both campaigns (same)
        
        Select keywords for both campaigns
        
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      - Amazon Stores v. Product Page
        
        Select location for campaign v1. Select location for campaign v2.
        
        Select products
        
        Write headline for both campaigns (same)
        
        Select hero image for both campaigns (same)
        
        Select kw for both campagins (same)
        
        1 more item...
      - Headline
        
        Select location
        
        Select products
        
        Write headline for campaign v1. write headline for campaign v2.
        
        Select hero image for both campaigns (same)
        
        Select kw for both campagins (same)
        
        1 more item...
      - Hero Image
        
        Select location
        
        Select products
        
        Write headline
        
        Select hero image for campaign 1. Select hero image for campaign 2.
        
        Select kw for both campagins (same)
        
        1 more item...
      - Keywords
        
        Select location
        
        Select products
        
        Write headline
        
        Select hero image for both campaigns.
        
        Select keywords for campaign v1. Select keywords for campaign v2.
        
        1 more item...
  - - - Branded Product
        Keyword test
      - Competitor product keyword test
    - - Amazon Stores
      - Product Detail Page