In this episode, join Mike and Mike Danford as they dive deep into a controversial Amazon PPC strategy that many sellers overlook but could save you thousands. Are your ads failing because you're not testing placement-specific campaigns? Let’s talk about what we uncovered.
Here’s the hard truth: most Amazon sellers waste up to 90% of their ad spend on clicks that don’t convert. Shocking, right? But it doesn’t have to be this way. In this episode, we break down why duplicating campaigns and focusing on specific placements like product pages or search results can revolutionize your PPC strategy.
Mike Danford, a seasoned pro from Adverio, shares how his team achieved single-digit ACOS by splitting campaigns into two distinct groups—one optimized for top-of-search results, the other laser-focused on product page placements. Curious about how this works?
We’ll see you in The PPC Den!
🦡 Highlights
0:00 - Intro
03:20 – Challenges with Amazon placement settings
04:16 – Understanding placements and bid modifiers
06:50 – Amazon’s intention behind placement options
08:12 – Base bid importance for auction visibility
09:45 – CPC differences across categories
11:51 – Testing and adapting strategies for PPC success
12:40 – Amazon reps specializing by category
13:13 – Duplicating campaigns for placement focus
18:02 – Negative ASINs affecting search terms
21:20 – Structuring campaigns by placements
23:33 – Placement-specific adjustments improving control
26:08 – Auto campaigns benefiting from segmentation
28:35 – Top of search vs. product page focus
29:44 – Success of the strategy during Prime Day
30:40 – Stable periods for effective testing
🦡 Resources & Links
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Host and Executive Producer: Michael Erickson Facchin
Guest Co-Host: Mike Danford
Senior Producer: Nancy Lili Gonzalez
Podcast Coordinator & Graphic Designer: Sofiia Podash
Video and Audio Editor: Pedro Moreno
