LAUNCHING WITH

AMAZON
ADS ONLY
(AAO)
 MAKE YOUR
LISTING GREAT
No Ad Structure or PPC Hack will be able to sell a bad product or one with an incorrectly optimized
listing.

You do not have to create the “perfect” listing, it can also be improved upon overtime, do keep in
mind however that underperforming ads oftentimes point to a listing that can and should be further
optimized.

Check your competitors that are doing better than you and look for ideas that might help you
create a better listing.

Your Main Image is probably the most important part of your listing when it comes to closing a
potential buyer. We have seen Best Sellers take even more market share when nothing except the
Main Image was changed actually several times until we found one that outperformed the others.

USE ALL AVAILABLE SPACES FOR IMAGES. DON’T STOP AT ONE OR TWO.

3 IMAGES: VERSUS BEST SELLER IN THE CATEGORY:

If you have the ability to use Enhance Brand Content do so. Upload videos if you can, even one you
shoot with your cell phone is most of the times better than no video.

Ensure that the most important Keywords you will be targeting with your ads are included in your
listing as prevalently as possible.

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CAMPAIGN
STRUCTURE
Decide based on your daily budget how many campaigns you will create. Targeting Keywords will
be most important for you, especially as Exact Match while Phrase and/or Broad Match will be less
important.

If you are tight on budget and you spread it too thin, your few dollars per campaign can run out
way too early in the day and you will never learn if they could have performed better later in the
day.

A better option is to limit the number of campaigns. Hence instead of an Exact – Phrase – Broad
structure you could simplify it all to an Exact – Broad structure. Samurai Seller has had this feature
available since 2019 and it will automatically apply the proper Negative Targeting for you as
explained in the software (as well as in the video tutorial).

In case budget allows it, your next most important Targeting type for a launch of this kind will be
ASIN Targeting.

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 THERE ARE MANY WAYS TO COLLECT COMPETITOR ASINS TO BE
TARGETED, YOU CAN USE ANY OR ALL. A FEW IDEAS FOR YOU:

Search for your main Keyword and take the ASINs that show up on page 1 (or more)

Repeat the above for less popular Keywords you want to rank/index for

Locate the most popular ASINs in the subcategory

Pick the ones you find a distinct competitive advantage over

Search for related products and collect the ASINs that appear on page 1 (or more)

Look through the Amazon Suggested ASINs to target and pick some or many from the list

At a later stage, not advice for the AAO launch itself, you can target Categories as well.

In case you still have funds available for budget use an Auto Campaign, or add it a week or two
into your launch. By then your other ads can be more optimized as you have seen in the
presentation examples and so they would allow some spend for another campaign.

INITIAL BIDS
AND BUDGETS
Samurai will divide your overall budget according to the campaign structure you choose during
campaign creation. This is an editable suggestion.

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 YOU CAN CHOOSE YOUR PLACEMENT PREFERENCES, WE ADJUST
THESE TO MARKET CONDITIONS BUT HERE IS A SAMPLE THAT HAS
WORKED IN MANY CASES:

Regarding your initial bids, when choosing with no data or historical performance, look at the Amazon
Suggested Bid but also the entire range. Keep in mind your placement preferences for that campaign so
that you can be in the lower ranges, maybe even as low as the bottom or below that, while your other
placements would be multiplied according to your percentages chosen.

Depending on your allocated sums you can be more or less aggressive with your bids this way, according
to your goals.

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 ACT ON
THE DATA
When you have data act on it.

Impressions, clicks, orders/conversions etc.

You can divide any budget for a campaign.

For example if you allocated $15 for an Exact Match campaign then give it $5 in the morning then
check back later when it might be already out of budget too and Amazon has updated your
metrics. You can now optimize as needed or leave it as it is then add $5 again and check it later for
the same reason.

By the end of the day the budget split into 3 segments this way can give you an already better
performing campaign than just giving it $15 and letting it run.

REPEAT AS NEEDED

You can repeat the same on Day 2 starting the ad with $5 in this example and keep repeating it as
many days in a row as you wish to and as long as it is helping/working.

Be advised not to optimize too aggressively since your goal and the product of the ads should be
VISIBILITY and that can come at a price at the beginning.

At least daily look at your data and act on it.

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LITTLE/NO IMPRESSIONS: REVIEW YOUR RELEVANCY AND/OR BIDS, OR
CHECK IF THE SKU IS INELIGIBLE. (SHOWN IN GREY BELOW)

LOTS OF IMPRESSIONS AND NO CLICKS CAN EITHER BE DUE TO YOUR

MAIN IMAGE/LISTING/PRICE OR COULD SHED LIGHT TO INCORRECTLY
PRIORITIZED PLACEMENTS. (SIMILAR TO ORANGE BELOW)

LOTS OF CLICKS AND NO ORDERS MIGHT MEAN YOU ARE NOT

TARGETING WHAT POTENTIAL BUYERS CONSIDER YOU RELEVANT FOR OR
YOUR LISTING IS NOT CLOSING THEM. (EXAMPLE IN RED BELOW)

GOOD ACOS AND AD SPEND: DO MORE OF IT! (IN BLUE BELOW)

S
 ADS SHOULD GIVE YOU VISIBILITY

IT IS HOWEVER THE LISTING/PRODUCT THAT CLOSES/LOSES THE SALE

!?

Review your budgets as well so that you can daily adjust these as needed.

An ad running out of budget early in the day with good performance could take some budget from
an underperforming campaign.

Any campaign that is profitable could and should get more budget.

An ad running out of budget with no results need optimization before either giving it more
budget or letting it run again the next day.

S
 ACT ON
AGGREGATE DATA
In our software, tools like Quick Negative Matcher or Keyword Extractor will collect and save
your data overtime, beyond the 65 days limit that Amazon provides you with in Search Term
Reports. Hence as the weeks go by you will have collected more and more metrics on each search
term for you to make a better informed decision to ether negative target these or to extract them
into campaign that can more precisely target them.

You would be more conservative making changes based on short term (one day for example) data
versus looking at averages of a longer period (last 7 days etc.)

GET FAMILIAR
WITH YOUR TOOLS
Do a course, free or even paid for, on the subject and
get immersed as much as you want to. There is a lot
to learn, dozens if not 100s of strategies exist, and the
more you know about the field the more you can
control your Amazon PPC.

Do not be afraid to test things, there is no other way

to tell if someone’s great advice will work for YOU.
And it does not have much use if it works for
“everybody else” but you.

Learn the tools and software you use, many times we

see questions coming in from users who focus only on
one of the available features. When they realize that
they have other angles to cutting cost or improving
sales velocity besides just for example optimizing
bids, a completely new world of opportunity opens up
for them!

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ADVANCED
FEATURES
Learning about your software will also show you advanced features such as the Tasks in Samurai
Seller. If and once you have learned for example that certain hours in the day are only wasting your
campaign budget, you could set a task to automatically pause the ads for that period and only
keep them running in the more productive parts of the day.

Or with some products certain days in the week might show the need of higher bids versus other
days of the week and that can also be set as a task for the software to automatically apply this on a
schedule. You can even set tasks to back up your Deals that way etc.

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 GET INVOLVED

IN CASE YOU NEED MORE HELP DO NOT HESITATE

TO JOIN FACEBOOK GROUPS OR SUBSCRIBE TO
YOUTUBE CHANNELS & PODCASTS, ETC.

Ecomm Leaders with Aaron Cordovez

bit.ly/EcommLeadersPodcast

PODCAST
The video recording of these podcasts are on the
Aaron Cordovez channel http://bit.ly/AaronCYoutube

A free PPC course video series as well as always the

latest video tutorials for the software:
https://bit.ly/SSAdsCourse

Support@SamuraiSeller.com for any software

related questions or if you are interested to hire us
for one-on-one help with Amazon ads

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