Is that title SEO friendly enough for you? Is this how we market the content or content the marketing?
By the time you finish this blog post (well, series of blog posts) you will have a pretty good idea of how to fix up a messed up Amazon advertising account.
Not all of my friends are PPC Agency owners, but enough of them are. I’ve spoken to quite a few to get a sense of the first things they do when they are evaluating/fixing a new clients’s campaigns.
(Me, personally, I hate that you’re supposed to put the S after the apostrophe in Clients’s, but that’s the rule, despite what I was taught in high school)
So, over the next (few) blogs I’ll try to explain the first dozen+ things. Maybe they’ll save you some money. Worst case scenario you’ll know every single one of them and then you can pat yourself on the back for being knowledgable which is actually honestly an amazing feeling, maybe even better than saving money, so you should thank me for that.
With that in mind, let’s start with the first things you should check when —
OH WAIT. Before we can start, let’s be clear you need to know at least two things for any given product.
Your Breakeven ACoS and your Target ACoS.
It pains me to define these because there are more definitions of these topics on the internet than there are pictures of cute cats and the internet is wall to wall with cute cats. Actually I’m going to draw a line in the sand here: if you don’t know what those are just google them. Instead here’s a picture of a cute cat because the internet could -actually- always use more of those.
From here on out, when we refer to things that operate within your clients’s (ugh) thresholds for profitability/breakevenability we will refer to them as “Good” Campaigns or a “Good” Keywords or a “Good” Targets.
Here’s a good kitty.
Good Campaigns with Budget Caps
You would be surprised at how often someone will have a campaign operating at or around their Target ACoS, with a budget, and the campaign runs out of budget. Every. Single. Day.
This problem is usually the result of a person thinking strictly about the idea of a BUDGET. Budgets, in a vacuum, are obviously great. You gotta have a budget right? Budgets are there to stop from unchecked spending, and unchecked spending leads to waste, and waste leads to the dark side.
This falls apart though because Budgets actually don’t make sense when it comes to Good (cats) campaigns. Think of one of those campaigns as a… guy that makes change. A change guy.
CHANGE GUY: For every dollar you give me I’ll give you back two dollars how does that sound?
PPC CLIENT WITH BUDGET: Sounds great. I’m only going to allow myself to give you thirty dollars a day because I have a budget because, in a vacuum, budgets are great!
CHANGE GUY: This isn’t a vacuum though. You can do it as much as you want.
PPC CLIENT: Sure, but I’m no dummy I have a budget, here’s thirty bucks I’ll be back tomorrow.
(CHANGE GUY hands over $60)
PPC CLIENT: Thanks! This is a great deal! Can’t wait to come back tomorrow and give you another $30 from my budget.
CHANGE GUY: You don’t have to wait, I’m literally right here I am made of money.
PPC CLIENT: See you later!
I really don’t like to say that things or people are dumb, but this is pretty dumb and people do it all the time, just check please please check your good campaigns and make sure they have as much room to run as possible.
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