Optimisation – Sponsored brands

Low impressions (Products and brands)

If your ad isn’t receiving impressions, there may be an issue with your keywords, bids, or budget.

Low click through rates (Brands)

If your ad is receiving impressions but few clicks, shoppers may not be responding to your ad creative. Test different elements of the ad creative by setting up multiple campaigns and changing one element at a time.

Low conversion rates (Brands)

If your ad is receiving clicks but few sales, shoppers may be having problems with what they see when they click.

Review the components of a strong product detail page and make sure your ASINs have high-quality detail pages.

Make sure the shopping experience is cohesive between your ad and landing page and that shoppers aren’t being taken to unrelated products.

If your campaign is linking to a product list page, try linking to a Store page instead.

Review your keyword report to see if there are keywords that are generating impressions but low sales. Consider using negative targeting to exclude these keywords from your campaign.

Budget

Using entire budget

If you don’t allocate adequate daily budgets, you’ll miss out on more visibility and potential sales throughout the day. For example, if your ad runs out of budget at 2:00 p.m., you’re missing out on customers who are shopping after work or school hours.

Determine which campaigns are running out of budget, and then increase the daily budgets to ensure you’re reaching customers all hours of the day. Campaigns that run out of budget will display a recommended daily budget in the dashboard.

If you have a limited budget and cannot add more to your campaigns, there may be opportunity to improve low-performing campaigns to get the most out of your budget by adjusting bids and keywords. You could also consider decreasing bids/budgets on low-performing campaigns to shift budget into higher-performing campaigns. This would also increase the likelihood of conversion and sales.

Not using entire budget

If you’re underspending your budget, you have an opportunity to increase visibility for both existing campaigns and/or products you aren’t advertising.

Bids: If you’re underspending, you might choose to increase bids on high-performing keywords and advertised products. Increasing spend on high-performing campaigns will give your ads more opportunities to display and capture additional sales.

Keywords: If you’re underspending, you could also add more keywords to campaigns and increase your visibility across a broader range of sponsored ad terms.

Keywords

Remove underperforming keywords

To determine which keywords to remove, review targeting reports to identify the ones with the highest ACOS and lowest ROAS. Removing these keywords will prevent you from spending on keywords that don’t drive sales and reduce ACOS and/or increase ROAS.

Add negative keywords

Consider adding customer search terms with low sales and high ACOS and/or low ROAS as negative match keywords. This will help ensure you are not paying for unwanted clicks or clicks that likely won’t convert, thus reducing ACOS and increasing ROAS.

Add new keywords

Use automatic Sponsored Products campaigns and search term reports to determine how customers are discovering your products and to add those keywords to your existing campaigns. Find high-performing customer searches by identifying those with high sales and the lowest ACOS and/or highest ROAS. Adding these keywords to your manual campaigns will help even more customers find your products and increase impressions.

You may recall from the sponsored ads targeting course that Sponsored Products provide both automatic and manual targeting methods. You can set up campaigns using both types to maximize your reach. Watch the video below to learn more.

Match types

Consider bidding on all types of keywords across all match types to get maximum coverage through the sponsored ad journey. The more keywords you use, the greater your chance is of reaching more customers and therefore increasing impressions.

Keyword types include brand and category. Match types include broad, phrase, and exact.

Bids

Identify keywords with low conversion rates (high ACOS and low ROAS). Consider lowering your bid to just below the average cost per click (aCPC). Doing so will help reduce spend on keywords that have a low chance of conversion, which may help you reach a more satisfactory ACOS/ROAS.