Zero to Hero Release – create 100% ready-to-use Amazon PPC campaign structure
Table of Content
- 1 A very short history of Zero-to-Hero
- 2 Why you may need Zero To Hero
- 2.1 How to structure Amazon PPC campaign? How does Zero to Hero work?
- 2.1.1 An example of the Semantic Core that creates software 👇
- 2.1.2 However, if you are using ZTH for a new product, it’s still an excellent option to create Amazon PPC campaigns.
- 2.1.3 As ZTH rifles through the data, it identifies keywords that best describe your product – from a marketplace’s point of view.
- 2.2 What about the negative keywords on Amazon?
- 2.3 Which Amazon PPC bid strategy does Zero to Hero use?
- 2.4 Setting Up Zero to Hero — Amazon PPC Campaigns Creator
- 2.1 How to structure Amazon PPC campaign? How does Zero to Hero work?
- 3 Some examples
- 4 Going a step further: ZTH + Automated Optimization
A very short history of Zero-to-Hero
Three years ago, we at Profit Whales had faced a serious problem.
Being an Amazon Advertising Agency, we were helping dozens of clients worldwide to increase their Amazon sales. To do this, we needed to generate dozens upon dozens of PPC Campaigns every month. And for anyone familiar with the task firsthand… c’mon: it’s hard AND boring.
So eventually we came up with an idea: to delegate certain parts of PPC creation to a software. And the Amazon FBA Tools market out there did not offer anything to cover all the Amazon PPC Campaign creation areas we wanted to automate. So, we started making our own software to cover this need.
Over 3 years, we continued to use & update this inhouse software for our agency. We were adding gradually more bits and safeguards to it (counting 26 major builds so far).
But as our software became better and better, we started to think:
“What if there is someone ELSE out there who needs similar help with their Amazon PPC, or they just don’t know how to launch profitable Amazon Advertising Campaigns?”Oleksandr Nyezhnyk
Long story short – we present you the Zero To Hero, aka ZTH.
Why you may need Zero To Hero
Zero to Hero is all about the hot-printing of Amazon PPC Campaigns.
Basically, ZTH is sophisticated software that allows anyone with an active Amazon Seller account to obtain a ready-to-fire Sponsored Product PPC Campaign.
*ZTH – Zero to Hero
If you are:
- Short on time
(e.g. owning your own Amazon business and doing everything yourself)
- Managing a large number of products on Amazon
- Not getting good results from your Amazon PPC campaigns
Then ZTH is a viable option that has already helped hundreds of our customers to get their Amazon PPC working for them so that they could focus on more important (and menial) tasks.
Using ZTH will massively save your organizational time at the start: instead of hours (if no day) of monkey job over picking up search terms and analyzing competitors – it can do it in minutes.
With this ZTH campaign, you are 100% ready to begin your PPC advertising on Amazon right away. Even more – you can also opt for it to start automatically once it’s ready!
Of course, it does not mean that you can just fire it and forget – it’ll require management and optimization just like every other PPC Campaign. But we’ll get to a solution to this problem at the end of this description, so stay put!
How to structure Amazon PPC campaign? How does Zero to Hero work?
Zero to Hero is a data-driven PPC Campaign creation tool.
It starts by taking in some basic data about the target product listing, the market, and the desired bid level.
An example of the Semantic Core that creates software 👇
When considering which product to create a ZTH PPC Campaign for – consider that some ASINs help the software to come up with a better PPC Campaigns than others.
It works best with products that make multiple sales (ideally 15+ items/day). ZTH is a data-driven software, and it performs best when provided with enough real sales data.
However, if you are using ZTH for a new product, it’s still an excellent option to create Amazon PPC campaigns.
The sheer number of viable keywords it generates should save you at least a few hours of managerial work. Not to mention cutting corners with snooping your competitor’s listing for valuable data.
The ZTH then proceeds to crawl around Seller Central, Amazon.com, and several 3rd party services. It gathers the information necessary to create a well-balanced PPC Campaign (comprised of many dedicated campaigns, grouped in one portfolio). When this crawl is complete, it should have discovered as many as 500-3,000 unique keywords to work with.
As ZTH rifles through the data, it identifies keywords that best describe your product – from a marketplace’s point of view.
This part is crucial, as these keywords will bring you the most sales. The software sorts the discovered keywords and arranges them into separate manageable campaigns:
- The keywords with a high search volume
(i.e. number of times they are searched in by Amazon customers) are designated as “top-performing keywords” and are stacked into a separate Campaign (called “TPK (Top Performing Keywords)” for obvious reasons)
- Long-tail keywords and keywords (that are used but not as frequently) are also collected.
There are always too many, so ZTH leaves only the most relevant combinations. These keywords are stacked into “Exact Simple” and “Exact Other” Campaigns
- A set of separate campaigns is also created with the same keywords as in the TPK Campaign but in broad.
Why do this? Well, it’s to make sure you are not missing out on sales on any marginally related search queries that may pop up from time to time. This campaign also doubles on said keywords as exact negatives, so that they never interfere with your main selling TPK campaign
- Finally, a separate set of campaigns is generated to host Brand keywords, Product Category, and ASINs of your product’s competitor/ complementary products.
These are meticulously picked using a set of criteria that make your product look awesome and noteworthy compared to the targeted ASINs.
What about the negative keywords on Amazon?
After the keywords setup is complete, the software collects all the relevant negative keywords that have shown to impact Amazon search results significantly.
Putting these as negatives into the PPC Campaign structure will ensure your PPC will not bleed budget on irrelevant search terms. You can’t be too careful, you know!
Check out the Zero to Hero (ZTH) Campaigns Structure 👇
Which Amazon PPC bid strategy does Zero to Hero use?
Finally, ZTH proceeds to assign individual bids to each keyword. It is based on your input bid level (that you believe to be vaguely right for your keywords) + on your daily budget available for PPC. The software incorporates these numbers and assigns individual bids based on the perceived value of each keyword and ASIN.
Once this is done – well, your Amazon PPC Campaign is ready and will be deployed straight to your account.
Setting Up Zero to Hero — Amazon PPC Campaigns Creator
Currently, the only type of advertising campaign Zero to Hero allows to create is Sponsored Products.
Well, actually not: it can make both Sponsored Display Ads and Sponsored Brand Ads campaigns too. At the moment, these are unavailable to the general public and undergo beta testing, so that we can present you with a premium quality service once all is ready.
To start its workings – ZTH needs access to your Seller account and your AWS.
Once ZTH has linked, you need to go through a simple and straightforward Step by Step Set Up process:
- Pick a specific product (parent + all variations) you want the PPC Campaign made for. You can pick multiple products too and set up each future PPC Campaign individually via the carousel.
- Enter the main (seed) keywords that you believe best describe your product. Don’t worry – we’ll check them out with Amazon just to make sure that they are valid search terms and will not become a liability to your marketing efforts!
- Name the future PPC Portfolio (or pick an existing one) – for ease of storing and managing all ZTH-generated Campaigns
- If your PPC campaign is to be a temporary one (e.g. Prime Day or X-Mas sales only) you can set the start and end dates
- Set your daily budget for PPC Campaign for targeted product
- Set a default starting bid. This one is also simple: based on this value, the ZTH will assign all the keywords in Campaign with respective bids that reflect their purpose and probability of generating a successful sale.
The highest bids to be found in a ZTH PPC Campaign will equal your default bid, and others will either be the same or lower.
- Enter your Brand name. This is useful if there are brand-name related search queries on the Amazon that we can catch, also required for defensive campaign elements (the ones that disallow people to easily practice on your brand name)
- Enter your closest and most reliable competitor names here. ZTH will make sure that your PPC campaign will have the same or better keywords than used by these guys. Also useful to generate offensive ASIN campaigns that can generate you some extra sales off weaker competitors
Not there are a couple of sets for expert Amazon PPC managers who know what they are doing:
- Campaign Bid Strategy. By default, we recommend to stick with dynamic bids – down only option, as it performs better than the fix – and provide a better control that up and down Strategy
- Adjust bid by placement. Sometimes this tool can give your sales a quick push. However, we find it that a smart PPC campaign optimization still outperforms this particular tool
- Adding relevant keywords. If you are an experienced Ppc manager and know your cards – you can insert exact form keywords here – and they will be added to the ZTH Campaign no matter what (and at the highest default bid)
- Adding negative keywords. Again, if you know your way around and you have previously gathered an effective pool of negative keywords – you can add them to your future PPC campaign here
Ok, ZTH does allow for a faster PPC campaign creation. But how are those campaigns performing? Here are some examples of metrics from Seller Central (kindly provided to us by our customers)
Going a step further: ZTH + Automated Optimization
ZTH combines relevant keywords, categories, and ASINs into a precisely-structured and effective set of campaigns. So far, we can reliably claim that this structure surpasses what competing 3rd party services currently offer (like Teikametrics or Perpetua).
What sets the Zero to Hero tool apart?
We base the Campaigns not just on historical Search Term reports and data — but also on up-to-date data about your product marketplace, including active competitors and complementary products.
The same goes for negative keywords and irrelevant search terms!
We’ve been optimizing our service for three years as an agency, and now we’ve cut some nitty-gritty corners and have it ready for you!
Finally, ZTH campaign structure goes like bread and butter with our other tool — the automated PPC optimization software that we have also created.
All the changes made by Profit Whales Automation software are data-driven!
The whole system is tuned to react faster than humans to subtle signs and changes in signals coming from the marketplace while maintaining a high confidence level to avoid unnecessary actions.
This board field of keywords is ideal with the way Profit Whales Automatic Optimisation works, because:
- It has more keywords than average hand-made PPC campaign — hence more flexibility for the Optimisation to do its job
- It has both exact and broad campaigns and therefore can monitor even the Search Terms we’ve missed at the beginning (to add them into campaign)
- Keywords in a ZTH campaign are picked meticulously in a way not to interfere or cannibalize on sales of each other. Which is not necessarily the case with a hand-made PPC campaign.
We do suggest you try out our ZTH + Automatic Optimisation combo, as it will save even more of your time, so you can focus on more important decision-making. Leave the numbers to the software and maintain your oversight instead of doing a monkey job. After all – that’s what we’ve made for!
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