Maximizing PPC Efficiency with Effective Targeting Tab Filters

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Amazon has recently introduced an exciting update to the Ad Console: the “Save Filter” feature in the targeting tab.

This enhancement is a game-changer for two key reasons: A. Quick at-a-glance insights into ad performance, facilitating a faster and more effective response to account trends. B. Time Efficiency: It streamlines day-to-day PPC management by allowing us to save frequently used filters, eliminating the need for repetitive manual inputs.

We've long relied on specific filter combinations for in-depth analysis, but the process often involves repeatedly setting up these filters. With the new ability to save them, efficiency has significantly improved. In this week’s email, we share 3 particularly effective filter combinations that we've found invaluable for quick PPC analysis and adjustments, ensuring optimum performance at all times:

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1. Low impressions or Ad spend

During audits, we often come across keywords or product targets that receive low impressions or clicks, not spending enough ad budget.

Using filters, one can identify targets with low impressions, or Ad spend. With saved filters, pinpointing and addressing these underperforming targets becomes more manageable. These filters will quickly highlight targets that are not utilizing their full budget potential. Actions such as increasing bids or budgets, or verifying the eligibility of the advertised product, can then be taken more efficiently.

Regularly reviewing this saved filter can significantly aid in driving consistent traffic and maintaining constant awareness of campaign performance.

For further shortlisting, you may consider adding additional filters like active status, targeting type (automatic/manual), etc., according to specific ad goals and priorities.

2. High Spend/Low Conversion

Efficient allocation of ad spend is fundamental to successful PPC management. The targeting tab is particularly more useful in this regard, especially because it offers access to conversion metrics – a feature not yet available in the Campaigns tab.

To optimize ad returns, it’s essential to limit spending on targets with low conversion rates. Effective management involves two key steps:

A. Understanding Average Conversion Rate: First, it’s important to know your product’s average conversion rate. You can then set a corresponding filter, for instance, a conversion rate below 20%.

B. Setting a Spend Threshold: To determine the maximum spend you’re willing to allocate for targets with lower conversions. This is particularly relevant for somewhat related or generic keywords, or even for offensive product targeting, where you intend to spend some planned budget regardless of the ROI, just for awareness. Establishing a spend threshold ensures optimum performance.

Combining a conversion rate filter with an ad spend filter helps in identifying keywords spending higher than the threshold and not meeting the conversion criteria.

For further control, you may consider creating multiple saved filters. For example, Filter A - for spend over $15 with a conversion below 20%, and Filter B spend over $10 with a conversion below 25% (numbers are only for example). This approach allows for more strategic ad spend adjustments and better overall campaign management.

3. Low Spend/High Conversion

While it’s prudent to restrict ad spend on low converters, it’s equally important to amplify visibility for high converters. Increasing visibility for these targets can lead to more traffic and potential sales, optimizing your overall ad spend by reallocating resources from low to high converters. This filter quickly identifies high-converting targets that could benefit from increased ad push.

Additionally, evaluating the daily budget for campaigns with high-performing targets is essential. Often, these targets are among several within a single campaign, where increasing the budget could inadvertently lead to overspending on less effective targets. Therefore, it's ideal to establish new campaigns focused solely on these high performers, offering more precise control and effective budget management. Thus, this filter can help identify those high-performing targets quickly and remind of the next steps to move them into more focused campaigns.

As an important note, the targeting tab currently has some misses. It does not include targets from Sponsored Display campaigns created before September 2020 or from Sponsored Brands campaigns. These campaigns still need to be managed manually. Using targeting reports or bulk filters are useful time-saver in this regard.

Overall, saved filters are invaluable for saving time and enhancing strategic focus in PPC campaigns, leading to more effective and targeted advertising efforts. Regularly utilizing these saved filters to gain insights and take swift actions is essential for maintaining a competitive edge in campaign management.

Other learnings:

1. Sponsored Brands has expanded to a new PDP placement in the US. A new SB ad placement started showing up in the US marketplace. [Read more].

2. Amazon's Net PPM YoY metric in Vendor Central is relative. The metric's calculation, being non-absolute, is causing confusion among brands and can yield unexpected results in annual vendor negotiations. [Read more].

3. Sponsored Display campaigns now offer ad previews and Amazon Store landing pages. Advertisers can now preview creatives in key ad sizes and direct traffic to Amazon Stores for enhanced campaign targeting. [Read more].

Thanks,

Himanshu

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