PPC Audit Example - Bullseye Sellers

ExamplePPC Audit 2021 Bullseye Sellers

Pricing and BSROverview 2021 Bullseye Sellers2

Pricing Overview Observations Amazon Basics has mostaggressive pricing of allcompetitors(39.7% lower than target product) 6 of top 10 offerings include2-packs or morePrice 2 of 4 single-pack offeringsare 9.99 or less.Correlation between lowerprices and higher salesvolumeBrand names hiddenOrange indicates multi-pack offering 2021 Bullseye Sellers3

CampaignStructure andPerformance 2021 Bullseye Sellers4

Campaign Performance (Past 60 Days)There are four PPC campaigns: Exact, Phrase, Broad, ASIN TargetBroad campaign represents 86% oftotal sales#1#2#3#4 2021 Bullseye Sellers5

Campaign StructureObservations KWs are treated equally bybeing grouped into singlecampaigns Advanced control andanalytics over advertisingtools and features arelimited due to existingstructure Controls include isolatinghigh performing keywords,low performing keywords tooptimize costs 2021 Bullseye Sellers6

PPC Campaign StructureObservations All campaigns bid strategiesset to Dynamic bidding(down only) TOS placements are highlyprofitable placements worthexploring with Exactcampaign performing thebest Modifying campaignstructure supports ability totarget TOS opportunitiesTOS performance indicates opportunity toisolate high performing KWs to driveincreased sales and rank 2021 Bullseye Sellers45% of sales from Broad campaign and40% of gross sales are driven by TOSplacements7

PPC TrendAnalysis 2021 Bullseye Sellers8

Trend Analysis: Impression & CTRBroad Campaign has the highest sales. Impressions steadily dropped since July while CTR has not noticeably changed.This is evidence that bids are becoming more competitive. This is further supported by the impression share trendscharts (slides included below) 2021 Bullseye Sellers9

Trend Analysis: Impression & CTRExact Campaign: Impressions increased significantly starting in early July. Review of campaign history did not revealany changes which would justify the increases. Promotional giveaway likely driver for performance increase.Promotional campaign ran through thisperiod 2021 Bullseye Sellers10

Trend Analysis: Impression & CTRProduct Targeting: Impressions dipped in mid/late June then returned to pre-periodlevels. Likely a result of knock-on effects from giveaway promotion. 2021 Bullseye Sellers11

Trend Analysis: Impression & CTRPhrase campaign: Impressions have decreased with noticeable drop starting in early July.Recent uptick in impressions and CTR in late July. 2021 Bullseye Sellers12

Trend Analysis: Impression ShareBroad Campaign: Impressions have decreased starting in early July.Broad CampaignProduct Targeting CampaignExact CampaignPhrase CampaignObservations Impressions share decreasedacross all campaigns;except Phrase (#4). Suggests competitors arebidding higher for moreimpressions and traffic For top performing BroadCampaign, impression sharedecreased by approximately18% over past 60 days 2021 Bullseye Sellers13

Trend Analysis: Clicks, CPC and ACOSObservations CPC and Clicks haveconsistently decreased overthe past 60 days Drivers for decrease is notreadily apparent. Campaignhistory did not reveal anychanges to bids Some ACOS volatility butcloser analysis indicates itremains stable at 26% 2021 Bullseye Sellers14

PPC KeywordAnalysis 2021 Bullseye Sellers15

Research on Keyword OpportunitiesSearch volume for highlyrelevant KWs notcurrently targetedObservations Opportunity: 102K monthlysearch volume of highlyrelevant KWs not targetedby PPC campaigns Only 9 of top 20 KWs whereTop Competitor is ranked inTop 10 (i.e. getting sales)are currently targeted inPPC campaigns Box Blade has 80K in searchvolume alone 2021 Bullseye Sellers16

Optimizing Negative MatchingValues not matching indicatesub-optimal implementation ofnegative matching 2021 Bullseye Sellers17

Optimizing Negative MatchingKWs in Exact campaign should be negative matched inBroad Phrase CampaignsObservations Current targeting of Broadcampaign can result incustomer search termswhich collide with Exactcampaign targetsKWs in Exactcampaign should benegative exactmatched in Broad Phrase CampaignsZero KWsneg match Best practices in cascadingnegative matches acrossboard and phase campaignsnot implemented A9 must decide which targetshould match a customersearch term complicatingperformance and metrics(Bid, CTR, CVR, ACOS) 2021 Bullseye SellersKWs in Phrasecampaign should benegative phrasematched in Broad Phrase CampaignsZero KWsneg match18

Optimizing Negative MatchingObservations Identical keyword targets were identifiedacross Broad and Phrase campaigns Several Broad targets overlap with othertargets in same campaign A9 must decide which target should matcha customer search term complicatingperformance and metrics(Bid, CTR, CVR, ACOS)“box cutter” above overlaps“large box cutter” “For weak hands” included in Broadcampaign with match type set to “phrase” 2021 Bullseye Sellers19

Optimizing Negative MatchingObservations Best practices includeremoving plurals as well asconjunctions, prepositionsand articles to avoid A9keyword collisions Several plurals wereidentified across allcampaigns(showing Broad only here) No conjunctions et al wereobserved 2021 Bullseye Sellers20

Recommendations 2021 Bullseye Sellers21

Recommendations: PPC rdcoverage Perform deep keyword analysis to identify additional highlyrelevant keyword targets for both PPC targeting and possiblelisting updates Initial keyword analysis revealed significant opportunities thatadditional relevant keywords are not currently targeted (102KSV)2Keyword cleanup Fix errors with negative matching across campaignsFix errors with overlapping keywords in broad campaigns Negative matching is sub-optimal resulting in collisions betweenexact, broad and phrase campaigns Broad campaign includes keywords which result in3CampaignstructureIsolate high performing and profitable keywords to supportadvanced control over PPC strategies, bids and budgeting.Implement campaigns structure to improve performance analysisand increased control over keyword management Current campaign structure includes all keywords in singlecampaign by match type (e.g. Exact, Broad, Phrase) Sub-optimal negative matching results in collisions and inabilityto correlate performance for keyword targetsPerform deep competitor product analysis to identify competitorlisting to capture increased sales from competition Current product targeting campaign includes ASINs related toHPG products and limited direct competitors. Targeting additional competitor products can increase brandawareness and drive direct sales 4Product targeting 5Bid adjustments 6SponsoredBrands 2021 Bullseye Sellers Implement an inch-up / down PPC bidding strategy with the goal of Consistent CTR with lower impressions implies CPC aretesting an increase in bids across high performing KWs toincreasingincrease impressions and drive sales. Decreasing impression share provide further evidence of moreWith an updated campaign structure implement advertisingcompetitive bidding for advertising spaceplacement strategies across highly relevant and high volumekeywords to test performance and increased sales velocity.Develop and launch SP video ads to support increase salesDevelop and launch SP display ads to support cross sell andincreased brand awareness Limited number of competitors currently using video ads Video ads have higher CTR and conversion Video ads can build trust with shoppers22

Recommendations: Product Offering ering Add a two-pack to product line up Lower price to 9.99 single-pack price 6 of top 10 offerings include 2-packs 2 of 4 single-pack offerings are 9.99 or less.NOTE:Without reductions in product COGS or AmazonFulfillment fees (i.e. smaller packaging) thenexpected profits will be LOWER.Competitive focus should be on valueperceptions versus lowering prices. 2021 Bullseye Sellers23

Recommendations: Product Listing Refresh#Item1Product Listing Consider a product listing refresh with updated images andclear value proposition that matter to shoppers to increaseconversions Recommend showing gift packaging on product listing 2021 Bullseye SellersConsiderationsJustification Other competitors’ listing include polished look and feel,boosting perception of quality and trust. Copy focused onpain points and key features. Top competitors highlight gift packaging in the productimages indicating to shoppers the product is gift ready Increased conversions will support PPC optimization,lower ACOS and increase PPC competitiveness24

by PPC campaigns Only 9 of top 20 KWs where Top Competitor is ranked in Top 10 (i.e. getting sales) are currently targeted in PPC campaigns Box Blade has 80K in search volume alone Search volume for highly relevant KWs not currently targeted