Your first campaigns are live and running well. Though obviously, there is always room for improvement. Get started and optimise your campaigns with these 10 tips. This is how you can get the most out of your sponsored products!
5 tips for setting up your campaign
Tip 1: go for an automatic campaign
For a campaign to be successful, the basics have to be right. Are you new to sponsored products and want to let the algorithm do the work? Then opt for an automated campaign. You only need to enter your items, your daily budget and the intended ACoS (Advertising Cost of Sale). The system does the rest.
Tip 2: give your campaign some time to work
It is important that you give a campaign plenty of time to run before you start to optimise it. Let your campaign run for at least two weeks, or wait until each product or keyword has generated around 80 to 100 clicks. Only then will you have enough data to make your first optimisations. Then leave your campaign to run for at least another two weeks to allow the improvements to take effect.
Tip 3: Invest time in your campaigns and check them regularly
Managing campaigns takes time and effort. Check your ongoing campaigns weekly and invest at least 1.5 hours a week in monitoring them. This will help you to know when to adjust things to get better results.
Tip 4: Set a (generous) daily budget
When you create a campaign, you set a budget for each day. Have you run out of budget? Your campaign will then be automatically paused and resumed as soon as a new budget is available. We recommend that you choose a daily budget so that you always know how much you can spend per day and stay in control of your campaigns. A generous daily budget makes sure your ads stay visible all day.
Tip 5: calculate the ACoS you want
Determine what your ideal ACoS will be, depending on your goals, your profit margins and your various costs. Let’s say your profit margin is 20%, then your ACoS should be lower than 20%. Otherwise, your advertising costs will be at the expense of your profits. Use our convenient ACoS-calculator for this.
5 tips to optimise your campaign
Tip 1: Improve your relevance
The position of your ad in the search results depends on several factors, such as: your ad name, category, brand, product description and other item attributes. Make sure this information is consistent with the keywords you are using for your ad.
Tip 2: Avoid useless impressions and use exclusion words
Optimise your campaign by fine-tuning keywords, even in automated campaigns. The algorithm looks for the most relevant keywords, but you can enter your own exclusion words. These are keywords you do not want to be found on, thereby avoiding useless impressions while improving your results.
Tip 3: Split your campaign up according to how it performs
You will now be able to set up your campaigns more easily and optimise them in a more targeted way. With ad groups, you can view and analyse results separately for each product and placement. This provides an overview and makes it possible to activate or deactivate placement types without having to set up new campaigns.
Page types:
- Search results page: this is where visitors end up after typing a search query in the search bar. So, these visitors know exactly what they are looking for. The chances of them buying something here are high.
- Category page: Visitors use category pages while they are still browsing to find out exactly what product they want to buy. Advertising on the category page may convince visitors to choose your product.
- Product detail page: This is the page where the visitor ends up after clicking on a product from the category or the search results page. Here, on the right-hand side of the page, under the heading “Also Check Out”, you can promote your product through sponsored products and get visitors curious about your product.
Tip 4: use reports
To measure is to know. Use reports to gain insight into how your items, keywords and categories are performing. For example, analyse how your campaign is performing on different devices. Are your ads on mobile phones proving successful? Then raise your bids for that. Or you can decide to exclude devices on which your campaign is not performing as well.
Tip 5: Keep an eye on campaigns that tend to hit the daily limit often
In conjunction with a good, low ACoS, you can increase the daily limit to make sure that your ad stays visible all day.