1. Bad account structure
People often think that one doesn’t need a brand campaign with the brand name, because nobody knows about it, but that’s a mistake. Even though an account probably won’t get any traction or any sales from that campaign at the very start, brand awareness will increase, and the brand campaign will perform better with a great ACoS. It’s crucial to have a top generic campaign that uses the main key words that are most searched on Amazon. What also works for smaller accounts is finding some long tail keywords with less traffic and less competition, that way you will be getting more traffic in a more profitable way.
2. Placing high bids
Spending too much on campaigns is not necessary. Standard bids are far safer. Dynamic biding by placement on 900%, with full bids is a mistake most of the time, in fact – all the time.
3. Placing different match types in the same Ad group
It sounds logical, but when you have the exact form and broad form in the same Ad group, you’re not able to block that same search term or keywords. Your broad keyword should be used for harvesting new keywords, to get different data comparing to the one you got from the exact keyword. Never put different match types in the same Ad group!
4. Having different products in the same Ad group
Products with different values in the same Ad group, with the same key words, is probably not going to work. You need to optimize each product separately. Maybe you should try Category Targeting, use the Refine option and target specific parts of the category, specific brand, star rating… That could make things easier.
5. Not having ASIN targeting campaigns
Never neglect your ASIN targeting (or Product Targeting as some call them) campaign! This campaign type is very effective for high ranking products, but one must always make sure that the price range and category of targeted ASIN’s is compatible. You cannot target a supplement product with a tablecloth obviously! Also, cross target your products to protect your listing from competitors. By doing that your products will show up on your listing and when somebody buys a few of your products they’re going to show up in the frequently bought together section, which will improve your sales.
6. Ignoring reports
This one is self-explanatory. All the data is in the reports, use it. Even though there are a lot of great tools for harvesting new keywords, the best kw’s are already in your account in the search term reports!
7. Neglecting advertising A/B testing
What works for someone else, may not work for you and what you’re selling. That’s why you need to A/B test a lot of stuff such as your titles, headlines, images that you display in your headline search ads, logo or product image, even the colors… One size never fits all.
8. More than 40 keywords in one Ad group
Having 200 keywords and only 20 of them working is a complete waste. Get rid of the ones that are having no traction and create new Ad groups, new campaigns for them, separate them by a different main word inside of the kw and separate them by type.
9. Ignoring different date ranges
While tracking your account don’t just check one date range, think in multiple directions. Maybe something has worked in the past but not anymore, or something is working slowly and needs two weeks to generate sales… Maybe you will think of something even better.
10. Neglecting negative keywords
Negative keywords are an important part of every account because with them you are narrowing down your search funnels, which means you’re not spending money on search terms that are not relevant to you.