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Published: Nov. 13, 2017, 7 a.m.

Micheal has big data and a 5 step approach for Amazon PPC Automation to optimise and automate your ad spend. We cover keyword research and search term reports, how to calculate keyword relevance and product data optimisation along with ad\xa0group strategies that win.

Micheal\u2019s 5 Pillars Strategy Keyword Calculation

Manual research is really complicated with big portfolios (20-30k upwards) and many marketplaces with many languages
Process has to be based on numbers and automated

Step 1 \u2013 Analyze Amazon search recommendations

• You calculate keyword candidates by analysing Amazon search recommendations
• Analyse top seller data \u2013 which words and word combinations are more frequent in a specific product category
• Search term reports are most valuable source \u2013 knowing which search query generated how many impressions

Step 2 \u2013 Calculating Keyword relevance

• Searching for \u2018women\u2019 as a keyword you find all kinds of products
• None of those product categories has a high relevance for the keyword \u2018women\u2019
• If you searched for \u201cwomen\u2019s sneakers size 8\u201d then you would be more specific as it\u2019s a really high relevance keyword
• Really important to review your search term reports to see which search queries your ads are firing for and to spot the
• irrelevant search queries and put them as negative keywords

Step 3 \u2013 Product Data Optimisation

• You might have 2000 to 3000 keywords but 90% won\u2019t generate a single impression
• Need to help Amazon understand that your product is relevant for a specific keyword
• We slice the keyword set up into slices
• Take a slice and optimise the search term attribute we are going to update and send it to Amazon
• Week by week we take a new slice and send it to Amazon
• We then know the reach, cost and conversion for each keyword.....

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