One of the most difficult tasks is to structure your PPC campaigns where profit margins are very low and you can’t spend much on PPC. I’ll share a few tips that I found quite useful.
Target Golden Keywords
Instead of targeting main keywords with high competition, go for Golden or Gap Keywords. Golden Keywords are those relevant Keywords that have lesser competitors ranked on them.
Regular Bid Adjustment
Keep adjusting your bids after every 4 to 5 days. Bids should be calculated separately for each Keyword.
Maximum Affordable Bid
Maximum bid can be calculated from CVR of every Keyword and profit margin.
Pause Keywords with Poor CVR
Keep checking your campaigns and pause all Keywords with poor CVR.
Extract Keywords
Extract more profitable Keywords from Phrase and Broad search terms report for retarget.
Rank Improvement
Once you start making profit from enough Keywords, increase bids for some relevant keywords to improve the rank.
You can also target ASINs with price higher than your product and having lower reviews.
Video PPC and sponsored display can also be very effective and have less competitive bidding.
These steps initially ensure profitability while controlling the ACoS and once you start making profits, you can raise your bids to achieve better sponsored and hence organic rank.
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