Dive Deeper

Hey,

It's Sunday morning and I'm sitting outside in the garden; the place I always come to write these emails. It's early-ish (6.30am), so all I can hear is the birds tweeting.

There's something liberating about writing whenever and wherever feels good to you. Writing on your terms. I'm sure you have your favorite spots for writing too :)

And maybe you have a favorite spot for working on your Amazon Ads!

Or maybe not!

Either way, if you're looking a simple, straightforward system, a blueprint, to follow, to optimize and manage your Amazon Ads in under 60 minutes per week, then my upcoming Jumpstart Amazon Ads could be for you.

Speaking of systems... when you are optimizing your Amazon Ads, you need to dive much deeper than surface level.

If you see a campaign in your Ads dashboard that, on the surface, looks like it's not performing well, you may just decide to turn it off for fear of it spending more and more money, unprofitably.

Before you do this though, dive deeper.

Try and diagnose the issue. It could be that there's just 1 keyword or 1 ASIN within the campaign causing the whole campaign to perform badly.

Perhaps 1 ASIN you're targeting is sucking up 95% of the impressions, but it's receiving very few clicks, so the CTR (Click-Through Rate) is low. But, because it's receiving so many impressions, Amazon isn't giving impressions to many other ASINs within that campaign. Negate that ASIN and it will allow Amazon to spread those impressions across other targets within the campaign.

Or maybe, one of the ASINs you're targeting is generating huge numbers of impressions and clicks, but it's just not converting. Negate that ASIN and you'll trim your wasted Ad Spend instantly and allow Amazon to test other ASINs within that campaign because there's more budget and impressions to go around.

If a keyword you thought was going to convert well, but it just isn't, turn it off or negate it. Don't get precious with any target because you think it's eventually going to convert and work for you. The data doesn't lie. Follow the data.

Find the problem, deal with it, and let the campaign continue to roll with this bad egg out of the picture.

As the saying goes, "never judge a book by it's cover", the same goes for Amazon Ads campaigns, "never judge a Campaign by its top level metrics!" Dive deeper!

Enjoy the rest of your Sunday.

To Your Success

- Matt